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By Hermawan Kartajaya (Founder & CEO, MarkPlus, Inc.)
Together Bernadius E. Satrio (Associate Research Manager, MarkPlus Insight)
KOMPAS.com - "Happy do not stay up, if not meaningless. Begadang fine, if there is need." Who does not know this old poem. Lagu dangdut Rhoma Irama is to always remind everyone to beware if you stay up. Dangdut king said that, if it's too much to stay up front can be pale because the blood is reduced. If you frequently exposed to the wind tonight will easily come their diseases. In fact, the reason they are not really that. At the time this song was made, not many nightclubs or hangout that is open 24 hours. So those days people who stayed up late, if there is no clear need, can mistaken for a no-no.
Contemporary urban life in this country is far different. Demands of business in a big city sometimes makes 24 hours a day 7 days a week is not enough. Just look at the copy centers near business centers visited by customers who remain crowded until dawn. First television broadcasts aired only TVRI and stopped before midnight. Currently, more television channels and some broadcast 24 hours. Not to mention the radio station. Not only that, banking services, mobile telephone network providers, fast food delivery services, flight reservation to open a customer service via phone lines 24 hours.
In addition to the 24-hour service called earlier, there was no reason to stay more enjoyable. Now more and more entertainment venues are open until dawn. Just look at the evening entertainment centers, such as clubs, discos or other places are more often referred to as the "clubbing". Do not ask which one is first. Are those places that creates this late-night lifestyle. Or the voracious urban life time creating entertainment needs through midnight tonight. It is unclear, as whichever is the earlier between the egg or the chicken. What is clear, if viewed from the entertainment content and types of commodities that are available target market is clearly a young man.
The physical conditions, young people are more resistant to stay up rather than a more advanced age range, say those who have reached the age of 50 or even 40. The physical condition of young people more allows a more rapid recovery with a metabolism that is still primed to endure the physical challenges. Especially with the wide selection of food supplements are more widely available today. Just disorders such as pallor due to reduced blood or pain because often exposed to wind the night so it is really trivial.
What are the reasons young people to stay up. "Delicious, not hot, hung out at roadside to be more quiet, not polluted exhaust, not Brisik, so it's nice to chat ..." Thus the recognition of a group of young people who are chat-chat on the side of a road in south Jakarta. "At home can not sleep, continue if you want to chat or idle tried the same song my friends so disturbed residents who want to sleep. It was so inspiring to make music more out if staying up late, "said a guitarist from a band campus.
Some automotive club whose members are young people in South Jakarta numbers were even more visible as a group hanging out begadangan than the automotive group. Their interest in the automotive world is the basis of their meeting, in addition to ownership of the same car brand. The rest, even if arguably the main binder, is the need to chat-chat, hang out until dawn while chatting about everything, from automotive to politics, trends, to vent and complaints may lead to problems commonly experienced by the romantic life of young people.
Staying up late will not be complete without a companion. Since the first coffee and cigarette is the companion must stay up. There also are spending time together hanging out with friends while playing cards, and sometimes accompanied by alcoholic liquor. Because it is not surprising if the central points of hanging out after midnight is also a control point night police patrols. Besides the police, the sales promotion girl from a variety of cigarette brands also gave "patrol" to stay up these centers offer free cigarettes or promote new tobacco products.
One point favorite place to stay in big cities like Jakarta is a mini market 24 hour Circle K. First opened in South Jakarta in 1986, is now a Texas-based franchise network is already has dozens of outlets in Jakarta, Bali, Yogyakarta, and Bandung. In addition to everyday consumer goods such as toilet soap, for breakfast, to free drug, it also provides food mini booster stomach just like sandwiches and a variety of breads. However, merchandise that makes it the preferred young are various brands of drinks and cigarettes. So no wonder, though without adequate hangout, overhang Circle K eventually became a favorite place of young people to chat-chat spend the night.
Later, Circle K was no longer alone as a mini market 24 hours. Now there are 7-Eleven, which soon became a favorite place of staying young. Advantage, American store chains which is now owned by Japanese companies provide more diverse variety of food and interesting drinks, and tables and chairs to sit and enjoy the food. The rest features both similar, there are various items of everyday practical purposes. Lights are always interesting Laron. The atmosphere is brightly lit stores in strategic locations, in addition to food, beverages, and cigarettes, pull factors are so young kids come and hang out at these places. The factors that are also equally important is price, especially food and beverage prices are affordable pockets of young people.
In addition to 24-hour mini like Circle K or 7-Eleven still be called tongkrongan stay up another young man like Starbuck's or Burger King, although not all their outlets open 24 hours. You are interested in this begadangan market opportunities? Many gaps that might be tried, such as opening a special workshop automotive lovers 24 hours, 24 hours a stationery store, distro 24 hours, 24 hours of music studio, or salon may also slang 24 hours. Until maybe Rhoma Irama must update the lyrics to his songs turn out this way, "Happy let's stay up, stay up more and more fun ..."
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This article was written based on syndicated research analysis of nearly 800 young respondents in 6 major cities in Indonesia, SES AB, Age 16-35, conducted in February-March 2010 by MarkPlus Insight collaboration with the Community Marketeers.
Posts 39 of 100 in order MarkPlus Conference 2011 "Grow With the Next Marketing" Jakarta, December 16, 2010, which is also supported by Kompas.com and http://www.the-marketeers.com/
Monday, December 6, 2010 8:52 pm
Editor: Erland Djumena
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