STUDY ABOUT TELEVISION MARKET IN INDONESIABY DI-MARKETING (www.di-onlinesurvey.com)

Jan, 2017

2

SCOPE OF WORK

This survey was conducted to study about television market in Indonesia

Methodology: Online survey

Fieldwork time: 5 days (12/12/2016 to 16/12/2016)

Sample size: N = 550

Geography: Nationwide

3

KEY FINDINGS

• Samsung, LG (Korean) , Sharp, Toshiba, Panasonic (Japanese) and Polytron (US) are the top brand awareness

• TVC, electronics stores and Facebook are the 3 most effective channels to build brand awareness• Top 3 brand shares: LG, SHARP and SAMSUNG

• TV are purchased mostly at traditional channels (86%), while ecommerce accounts for 9%, second hand store 5%

• Modern Tech Tv account 81% market share, of which LED is the most popular, followed by advanced Smart, Curve & 3D TV

• Quality, pricing and warranty are the top brand choice rationales• Top 3 brands: LG and Sharp are strong in quality and pricing, while SAMSUNG is relatively

better recognized for it’s good services• Top 4-6 brands: PANASONIC is appreciated for its good warranty while TOSHIBA pricing and

energy saving

• 87% respondents are satisfied with their TV. 12% neutral and 1% dissatisfied• 82% seem to be loyal to their TV brands

4

KEY FINDINGS VIETNAM (2015) INDONESIA (2016)

Most well-known brands Samsung, Sony, LG Samsung, LG, Sharp

Market leaders Samsung (30%) LG (23%)

Key sources of brand awareness

TVC (74%), Point of sale (68%) TVC (67%), electronics stores (63%) and Facebook (53%)

Key purchase channel Traditional channels (76%), Ecommerce (19%), second hand store and others (5%)

Traditional channels (86%), Ecommerce (9%), second hand store (5%)

Top brand choice criteria

Quality, screen resolution and pricing

Quality, pricing and warranty

Largest expenditure group

68% spend Under $501 68% spend Under $351

VIETNAM VS. INDONESIA

5

N = 550

DEMOGRAPHIC INFORMATION

GenderAge

OccupationLiving Place

Over 35

31-35

26-30

18-25

Under 18

10%

12%

29%

37%

12%

Male

Female

40%

60%

Others

Medan

Surabaya

Bandung

Bodetabek

Jakarta

32%

4%

12%

13%

19%

19%

Others

Job seeker/Retired

Factory Worker

Engineer/Doctor/Teacher

Student

Self-employed

Officer

Housewife

1%

5%

6%

8%

17%

18%

20%

25%

6

SAMSUNG, LG (KOREAN) , SHARP, TOSHIBA, PANASONIC (JAPANESE) AND POLYTRON (INDONESIAN) ARE THE TOP BRAND AWARENESS

Which TV brands below are you aware of? (By age)

N = 550 N = 68 N = 203 N = 157 N = 66 N = 56

Other

Coocaa

Haier

Konka

Changhong

Akari

Philips

Sony

Polytron

Panasonic

Toshiba

Sharp

LG

Samsung

1%

10%

13%

14%

33%

46%

46%

59%

71%

71%

72%

73%

77%

77%

Total

0%

10%

6%

7%

21%

13%

29%

32%

32%

31%

38%

29%

35%

46%

Under 18

2%

8%

11%

12%

25%

43%

46%

57%

72%

76%

74%

75%

82%

77%

18-25

1%

11%

13%

19%

35%

50%

47%

62%

75%

76%

79%

80%

83%

82%

26-30

0%

9%

17%

20%

47%

62%

53%

68%

85%

77%

77%

85%

86%

85%

31-35

2%

14%

21%

13%

52%

63%

59%

77%

82%

77%

79%

84%

80%

91%

Over 35

7

TVC, ELECTRONICS STORES AND FACEBOOK ARE THE 3 MOST EFFECTIVE CHANNELS TO BUILD BRAND AWARENESS

How do you know these brands? (By age)

Others

Sales person introduce the brand to me

Outdoor ad

Newspaper/Magazine ad

Friends/relatives recommend the brand

Online ads (web, forums, excluduing Facebook ad)

See others use that brand

Facebook ad

See the brand at electronics store

TV ads

0%

27%

29%

34%

36%

47%

48%

53%

63%

67%

Total

0%

19%

22%

22%

21%

28%

29%

34%

38%

34%

Under 18

1%

30%

29%

33%

38%

51%

50%

56%

65%

68%

18-25

0%

27%

31%

36%

31%

50%

50%

58%

64%

77%

26-30

0%

27%

21%

32%

55%

44%

48%

45%

70%

73%

31-35

0%

25%

38%

50%

41%

45%

55%

63%

77%

68%

Over 35

N = 550 N = 68 N = 203 N = 157 N = 66 N = 56

8

TOP 3 BRAND SHARES: LG, SHARP and SAMSUNG

Which TV brand did you/your family buy most recently? (By age)

Others

Haier

Philips

Coocaa

Changhong

Akari

Konka

Sony

Toshiba

Panasonic

Polytron

Samsung

Sharp

LG

2%

1%

1%

1%

1%

2%

3%

5%

7%

8%

13%

15%

18%

23%

Total

1%

4%

3%

4%

7%

6%

13%

7%

7%

3%

6%

9%

13%

15%

Under 18

1%

0%

1%

0%

0%

4%

1%

5%

5%

10%

17%

14%

18%

24%

18-25

1%

0%

1%

1%

1%

1%

2%

2%

9%

8%

10%

18%

22%

24%

26-30

5%

0%

0%

0%

0%

0%

3%

5%

5%

5%

15%

18%

20%

26%

31-35

5%

0%

0%

2%

0%

0%

0%

13%

11%

9%

11%

18%

11%

21%

Over 35

N = 550 N = 68 N = 203 N = 157 N = 66 N = 56

9

BRAND AWARENESS vs. USAGE

Which TV brands below are you aware of? Which TV brand that you/your family bought most recent?

LG

Samsu

ngSha

rp

Toshib

a

Panas

onic

Polytro

nSon

y

Philips

Akari

Chang

hong

Konka

Haier

Cooca

aOthe

r0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

77% 77%73% 72% 71% 71%

59%

46% 46%

33%

14% 13%10%

1%

23%

15%18%

7% 8%13%

5%1% 2% 1% 3%

1% 1% 2%

Awareness

Usage

N = 550

10

MATRIX CHART OF BRAND AWARENESS vs. USAGE

AwarenessHighLow

N = 550Usage

High

Low

Which TV brands below are you aware of? Which TV brand that you/your family bought most recent?

11

TV ARE PURCHASED MOSTLY AT TRADITIONAL CHANNELS (86%), WHILE ECOMMERCE ACCOUNTS FOR 9%, SECOND HAND STORE 5%

Which place do you usually buy TV? (By age)

Total Under 18 18-25 26-30 31-35 Over 350%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

5%

22%

2% 4%

9%

19%

8%10%

6%4%

23%

25%

25% 20%

21%

18%

63%

34%

65% 66%71%

79%

2%

Electronics center

Brand Official store

E-commerce sites

Second hand/repair-ing store

Others

N = 550 N = 68 N = 203 N = 157 N = 66 N = 56

12

QUALITY, PRICING AND WARRANTY ARE THE TOP BRAND CHOICE RATIONALES

Why do you choose that TV brand?

N = 550

Others

Good price after used

Support smart hub (internet,..)

Sale person's recommendations

Anti dazzle

Japanese brand

Allow 3D screen

Frequent promotions/ discounts

Friends/ Relatives reccomendations

Good service

Support HD solution

High- solution screen

Energy saving

Beautiful design

Good warranty

Affordable price

Good quality/durable

1%

10%

10%

11%

12%

13%

13%

14%

16%

19%

21%

26%

28%

28%

32%

49%

52%

Total

13

MODERN TECH TV ACCOUNT 81% MARKET SHARE, OF WHICH LED IS THE MOST POPULAR, FOLLOWED BY ADVANCED SMART, CURVE, 3D TV

What is the type of your TV? (By brand)

Total LG Sharp Samsung Polytron Panasonic Toshiba

3% 5% 2% 1% 3%

7% 6%5%

18%

6% 9% 3%

5% 5%3%

9%

3%5%

3%

2% 2%

1%

2%

1%2%

5%

19%14% 29%

9%

21%

23%

11%

17%

15%

20%16%

20%14%

13%

35% 49% 23%36%

27%30%

50%

12%5%

16%7%

20% 16% 13%

1%

TV Plasma

TV LED

TV LCD

TV CRT

TV 3D

Smart TV 3D

Smart TV

Curved TV

Others

N = 550 N = 125 N = 99 N = 85 N = 70 N = 43 N = 38

17% use advanced tech

TV

14

LG AND SHARP ARE STRONG IN QUALITY AND PRICING, WHILE SAMSUNG IS RELATIVELY BETTER RECOGNIZED FOR IT’S GOOD SERVICES

Why do you choose that TV brand? (By brand)

Others

Good price after used

Support smart hub (internet,..)

Sale person's recommendations

Anti dazzle

Japanese brand

Allow 3D screen

Frequent promotions/ discounts

Friends/ Relatives reccomendations

Good service

Support HD solution

High- solution screen

Energy saving

Beautiful design

Good warranty

Affordable price

Good quality/durable

1%

10%

10%

11%

12%

13%

13%

14%

16%

19%

21%

26%

28%

28%

32%

49%

52%

Total

0%

12%

12%

14%

18%

8%

19%

21%

22%

22%

31%

36%

30%

38%

36%

49%

58%

LG

3%

9%

9%

7%

11%

14%

15%

11%

19%

18%

22%

24%

34%

23%

30%

57%

56%

Sharp

0%

15%

21%

11%

9%

14%

18%

21%

21%

34%

19%

31%

29%

33%

40%

41%

58%

Samsung

N = 550 N = 125 N = 99 N = 85

15

PANASONIC IS APPRECIATED FOR ITS GOOD WARRANTY WHILE TOSHIBA PRICING AND ENERGY SAVING

Why do you choose that TV brand? (By brand)

Others

Good price after used

Support smart hub (internet,..)

Sale person's recommendations

Anti dazzle

Japanese brand

Allow 3D screen

Frequent promotions/ discounts

Friends/ Relatives reccomendations

Good service

Support HD solution

High- solution screen

Energy saving

Beautiful design

Good warranty

Affordable price

Good quality/durable

1%

10%

10%

11%

12%

13%

13%

14%

16%

19%

21%

26%

28%

28%

32%

49%

52%

Total

0%

4%

4%

14%

7%

9%

3%

9%

14%

14%

11%

14%

24%

31%

24%

56%

60%

Polytron

0%

2%

12%

9%

12%

12%

7%

9%

12%

16%

21%

23%

26%

30%

44%

51%

58%

Panasonic

0%

11%

8%

13%

11%

16%

8%

8%

16%

13%

26%

24%

32%

26%

32%

55%

45%

Toshiba

N = 550 N = 70 N = 43 N = 38

16

87% RESPONDENTS ARE SATISFIED WITH THEIR TV. 12% NEUTRAL AND 1% DISSATISFIED

Overall, how do you feel with your current TV brand? (By brand)

WeightedAverageScore

3.45 3.26 3.28 3.30 3.24 3.07

Total Samsung Toshiba LG Panasonic Polytron Sharp0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1% 2% 2%

12%8%

18%12% 5% 7%

19%

46%

39%

37% 48%53%

61%

48%

41%

53%45%

40% 40%31% 30%

Very satisfied

Satisfied

Neutral

Dissatisfied

N = 550 N = 85 N = 38 N = 125 N = 43 N = 70 N = 99

17

82% SEEM TO BE LOYAL TO THEIR TV BRANDS

What is your usage intention toward your current TV brand? (By brand)

Total Panasonic Toshiba Polytron Samsung LG Sharp0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

18%12% 11%

16%9%

16%

28%

43%

40% 45%44% 54%

49%

43%

39%49% 45%

40% 36% 35%28%

I will use this brand only

I will prioritize to use this brand

I will switch to other brand

N = 550 N = 43 N = 38 N = 70 N = 85 N = 125 N = 99

82% are loyal customers

18

PANASONIC, POLYTRON, SAMSUNG ARE THE TOP LOYAL AND SATISFACTORY TV BRANDS

SatisfactionHighLow

N = 550

Brand LoyaltyHigh

Low

How do you feel with your current TV brand?What is your usage intention towared your current TV brand?

Toshiba

19

What's your ability to recommend your current brand to others? (By brand)

Total Samsung Polytron LG Sharp Toshiba Panasonic0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

1% 2% 2% 1%4% 1%

1%4% 5% 7%

28%24%

34% 31%34%

18%26%

31%33%

24% 31%

31%

47%40%

36% 40% 40% 36%29% 29% 28% I will recommend def-

initely

I will recommend

Either recommend or not

I will not recommend

I will not recommend definitely

N = 550 N = 85 N = 70 N = 125 N = 99 N = 38 N = 43

WeightedAverageScore

4.07 4.03 4.00 3.84 4.00 3.88

67% ARE WILLING TO RECOMMEND THEIR CURRENT TV BRANDS TO OTHERS

20

61% SAY TV IS IN THEIR WISHLIST OF NEXT 1 YEAR

Do you intend to buy new TV in next 1 year? (By age)

Total Under 18 18-25 26-30 31-35 Over 350%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

39%

22%

41%36%

41%

54%

61%

78%

59%64%

59%

46%

Yes

No

N = 550 N = 68 N = 203 N = 157 N = 66 N = 56

21

SAMSUNG AND LG (KOREAN BRANDS) ARE THE TOP WISHLIST, FOLLOWED BY SHARP, PANASONIC AND TOSHIBA (JAPANESE)

If you chose “Yes", which TV brand would you buy? (By age)

N = 337 N = 53 N = 119 N = 100 N = 65Total Under 18 18-25 26-30 Over 30

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

5%

23%

2% 3% 2%

3%

11%

2% 2%

3%

6%

4%1%

6%

2%

7%5% 9%

7%

4%

7%8%

8%

8%

9%

4%8%

12%

9%

8%

10% 7%

9%

12%

9%

11%11%

18%

18%

6%

21% 26%

9%

30%23%

33% 31% 31%

Samsung

LG

Sharp

Panasonic

Toshiba

Polytron

Sony

Philips

Changhong

Others

22

LED TV IS THE MOST WISHED ITEM, AND SMART TV ALSO RECEIVE 2ND HIGHEST EXPECTATION FROM CONSUMERS

If you chose “Yes", what type of TV would you choose? (By age)

N = 337 N = 53 N = 119 N = 100 N = 65Total Under 18 18-25 26-30 Over 30

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2%9%

2% 2%4%

13%

3% 2% 3%

6%

15%

6% 4%

8%

13%

7%4%

11%

13%

4%

18%

11%

15%

14%

13%

12%

15%

18%

19%

15%

19%

22%

15%

33%

17%

35%40%

32%

TV LED

Smart TV 3D

Smart TV

TV LCD

TV Plasma

TV 3D

Curved TV

TV CRT

Others

23

TV EXPENDITURE BY BRAND AND AGE GROUPS

How much did you/your family spend for buying that TV? (By age and brand)

WeightedAverage

Expenditure$398 $378 $376 $495$312 $390 $376 $333 $327$589

Total Under 18 18-25 26-30 31-35 Over 350%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

8%

6%

8% 6%9%

13%18%

16%

19%19%

14%

16%

29%

24%

33%32% 30%

18%

39%

54%

35% 38% 39% 39%

2% 3% 6%

7%

Under $250

$250 - $350

$351 - $500

$501 - $750

$751 - $1000

$1001 - $1500

$1501 - $2500

Over $2500

N = 550 N = 68 N = 203 N = 157 N = 66 N = 56 N = 550 N = 85 N = 43 N = 125 N = 70 N = 99 N = 38

$324

Total Samsung Panasonic LG Polytron Sharp Toshiba

3%

7%

5%

3%

8% 14%

6%

9%

9%

7%

5%

18%20%

18%

25%

10%9%

11%

29%

34%

31%

26%

20%

44%

39%

39%

29%

43%

22%

59%

30%

42%

24

CONTACT US

• Japan & Taiwan:o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japano Contact person: Mr. Hideyuki Kato (CEO)o Email:  hideyuki.kato@di-mktg.como Contact number: +81 3-5532-3200

• Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnamo Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)o Email:  dang.h@di-mktg.como Contact number: +84 902-73-9944

• Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,

Bangkok 10110, Thailando Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)o Email:  pimparima.p@di-mktg.como Contact number: +66 96 245 3656

25

CONTACT US

• Indonesia:

o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesiao Contact person: Mr. Hendry Pratama (Manager - DI Marketing)o Email: hendry.p@di-mktg.como Contact number: +65 822 1345 2555 | +62 21 3005 3541

• India:

o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903o Contact person: Mr. Sujit Kunte (Regional representative)o Email:  kunte.sujit@dreamincubator.com.sgo Contact number: +65 9127 7654

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