Pelemahan Daya Beli, Emiten Konsumer Ubah Strategi Produk

Summary

In 2024-2025, Indonesia's deflation is weakening purchasing power, affecting sales and profitability. SKB Food, a food company, has been adjusting to this trend with strategies like downsizing product sizes while maintaining quality, offering more affordable alternatives, and using promotions like bundling and discounts. They’ve also observed shifts in consumer behavior, with more people opting to purchase raw food ingredients to cook at home instead of buying ready-made meals. Despite ongoing challenges, SKB continues to adapt, expanding their distribution channels and adjusting product offerings to navigate the changing market landscape.

Takeaways

• 😀 The weakening of purchasing power in Indonesia, observed in 2024 and continuing into 2025, is affecting the food sector, including sales volume and profitability for companies like SKB Food.
• 😀 Although macroeconomic indicators show deflation, the real impact is a decline in community purchasing power, which affects businesses and their ability to maintain sales.
• 😀 SKB Food is using several strategies to survive and grow amidst these challenges, including downsizing, offering more affordable products, and adjusting promotional strategies.
• 😀 Downsizing involves reducing product sizes without compromising quality, a tactic used to maintain customer satisfaction while controlling costs.
• 😀 Offering secondary, lower-cost product alternatives helps to address the decline in purchasing power by providing more affordable options to consumers.
• 😀 Promotions, such as bundling and discounts, are used to move slower-selling items by pairing them with fast-moving products, ensuring inventory turnover.
• 😀 SKB Food has noticed a shift in consumer behavior, with people postponing purchases or shifting their spending from one area to another, such as from cities to festive regions or rest stops.
• 😀 While purchasing power has been weaker for a year, the effects on profitability are still unfolding, and the company is continuously adjusting its strategies to remain resilient.
• 😀 The shift in consumer preferences is evident, with people opting for raw ingredients instead of ready-made meals, reflecting a broader trend toward cost-saving behaviors.
• 😀 SKB Food has expanded its distribution channels to offer fresh, raw materials directly to consumers, enabling them to prepare meals at home and better manage their food budgets.

Q & A

What is currently happening in Indonesia in terms of purchasing power, according to the script?

Indonesia is experiencing a weakening of people's purchasing power, which has been ongoing since 2024 and is continuing into 2025. This has been affecting sales volumes and profitability for businesses.

How has the deflation in Indonesia impacted the food industry, according to the speaker?

The food industry, like other sectors, has been impacted by declining purchasing power. Businesses have had to adapt by changing their strategies to survive and grow in the current economic conditions.

What are the four strategies used by SKB Food to cope with the weakened purchasing power?

The four strategies are: downsizing product sizes without compromising on quality, offering lower-priced alternatives to premium products, implementing promotions like bundling and discounts, and targeting areas where purchasing power is shifting.

What is 'downsizing' as mentioned in the context of SKB Food's strategy?

'Downsizing' refers to reducing the size of a product without reducing its quality. This strategy helps to offer more affordable options to consumers while maintaining the perceived value of the product.

How has SKB Food responded to the shift in consumer preferences towards cheaper products?

SKB Food has responded by offering more affordable products, including second-tier options that are lower in price but still of acceptable quality. They aim to cater to consumers who may not have the budget for premium products.

What impact has the delay in purchasing power recovery had on SKB Food's profitability?

The delay in the recovery of purchasing power has made it challenging for SKB Food to achieve immediate profitability. Despite efforts to adjust, the impact has been slower to materialize than initially expected, but the company continues to work on improving the situation.

Has SKB Food observed a shift in consumer purchasing behavior?

Yes, there has been a noticeable shift in consumer behavior. Many consumers are now purchasing raw food materials like chicken, beef, and fish, which they can cook at home, rather than buying ready-made food from restaurants or street vendors.

How has SKB Food adapted its product offering to meet the changing preferences of consumers?

SKB Food has expanded its distribution channels to offer fresh raw materials directly to consumers. This allows them to cater to the growing demand for home-cooked meals while maintaining accessibility and affordability.

What role does bundling and discounts play in SKB Food's strategy?

Bundling and discounts are used to stimulate sales of slow-moving products by pairing them with fast-moving products. This strategy helps to ensure that all products continue to sell, even during periods of weaker purchasing power.

What does the speaker mean by a 'shift in purchasing power from one area to another'?

The shift in purchasing power refers to how consumer spending has moved from urban areas to regions where people have greater disposable income, such as during the festive season. As a result, businesses like SKB Food are focusing on these areas to drive sales.