CLIENT’S CHALLENGE  

• The client is a major construction company aiming to develop business within the agriculture sector in Southeast Asia. The company had partnered with a Singaporean investment company and other regional conglomerates to build a large-scale solar-powered greenhouse in Indonesia, with plans to sell produce into Southeast Asian markets.
• The greenhouse construction had been completed and they were in a pilot production phase. They had already conducted a sales test of cherry tomatoes produced in the greenhouse in some supermarkets in Jakarta. However, the test sales unfortunately did not yield the expected results.
• Therefore, the client wanted to understand the vegetable consumption patterns of high-income Indonesians, who are likely to be the main target consumers, in order to reconsider their marketing strategy.

OUR SOLUTION

• Meros partnered with our Indonesian partners to conduct in-depth interviews with decision makers in high-income households in Jakarta, Bandung and Surabaya to understand the families’ vegetable consumption patterns and what consumers consider important when purchasing vegetables.
• Based on the survey results, we provided a detailed analysis of the consumption of vegetables in high-income households, including the major vegetable varieties consumed in their daily diet, how these vegetables are consumed, and consumer attitudes toward vegetable consumption in general.

IMPACT

• The client utilized the information to reconsider their business strategy in the Indonesian market. They were able to reconsider the target vegetables, pricing strategy and sales channels to restart new pilot tests in retail supermarkets.