The business division sells everything from Mother Child Care products (milk bottle to breast pump), Kitchen Appliances products (rice cooker to air fryer), Garment Care (dry iron to garment steamer), and Personal Care (hair dryer to electric shaver). Moreover, according to Yongky, it is able to sell such high volumes of these goods because its actions are motivated by Philips’s values other than profit.
“At Philips, we believe that food and drink are the building blocks of a healthy life. Homemade food has the power to nourish like nothing else, giving us control over the ingredients we use and therefore the quality of the meal.”
This same commitment to the health of its customers also sees Philips offering customers ideas for healthy meals and smoothies, messages that Yongky says Philips communicates through a mix of traditional and non-traditional media campaigns.
“Because the target market is mostly below 40 years old, we’re sharing a lot of these recipes online,” he says. “We use Facebook and Instagram as our social channels mostly and publish articles and information on our website
. And we also use PR in the media, which can help to spread our message on the importance of healthy living.”
The diverse array of media employed by Yongky and his team reflects a broader change sweeping the archipelagic nation. While traditional mom-and-pops still dominate the retail landscape, e-commerce is growing rapidly.
According to a study by the Financial Times, 11 million Indonesians joined the country’s online shopping community in 2017 alone . And the fact that only half of the country’s population is currently using the internet suggests there’s a lot of room for growth .
Of course, Indonesia’s status as an emerging economy presents as many challenges as it does opportunities. Chief among them, for Yongky, is the country’s troublesome electricity supply.