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International Marketing Project On Indonesia & Its Culture

Submitted to:
Prof. Sharad Kamra IIPM, Jaipur

Submitted By:
Swati Gupta

INDONESIA
Indonesia is a country in Southeast Asia and Oceania. Indonesia comprises 17,508 islands. With a population of around 230 million people, it is the world's fourth most populous country, and has the world's largest population of Muslims. Indonesia is a republic, with an elected legislature and president. The nation's capital city is Jakarta. The country shares land borders with Papua New Guinea, East Timor, and Malaysia. Other neighboring countries include Singapore, Philippines, Australia, and the Indian territory of the Andaman and Nicobar Islands. Across its many islands, Indonesia consists of distinct ethnic, linguistic, and religious groups. The Javanese are the largestand the politically dominant ethnic group. Indonesia has developed a shared identity defined by a national language, ethnic diversity, religious pluralism within a majority Muslim population, and a history of colonialism including rebellion against it. Indonesia's national motto, "Bhinneka Tunggal Ika" ("Unity in Diversity" literally, "many, yet one"), articulates the diversity that shapes the country. Despite its large population and densely populated regions, Indonesia has vast areas of wilderness that support the world's second highest level of biodiversity. The country is richly endowed with natural resources, yet poverty remains widespread in contemporary Indonesia. Indonesia has a market-based economy in which the government plays a significant role. There are 139 state-owned enterprises, and the government administers prices on several basic goods, including fuel, rice, and electricity.

Indonesia has around three hundred ethnic groups, each with cultural differences that have shifted over the centuries. Modern-day Indonesian culture is a fusion of this diversity. Indonesia has also imported cultural aspects from Arabic, Chinese, Malay and European sources. Traditional Javanese and Balinese dances, for example, contain aspects of Hindu culture and mythology as does the Javanese and Balinese wayang kulit ("shadow

puppet") shows, depicting mythological events. Cloth such as batik, ikat and songket are created across Indonesia with different areas having different styles and specializations. The most dominant influences on Indonesian architecture have traditionally been Indian, however, Chinese, Arab, and, particularly from the 19th century, European architecture has had a significant influence. Pencak Silat is a unique martial art originating from the archipelago. A selection of Indonesian food including Soto Ayam (chicken noodle soup), sate kerang (shellfish sate), telor pindang (preserved eggs), perkedel (fritter), and es teh manis (ice tea)Derived from centuries of exchange with Chinese, European, Middle Eastern and Indian influences, Indonesia has developed its own distinctive cuisine, which varies across its regions. Rice is the staple food of most Indonesian dishes and is served with several side dishes of meat and/or vegetables. In comparison to the infused flavors of Vietnamese and Thai food, flavors in Indonesia are kept relatively separate, simple and substantial. Spices, notably chili, and coconut milk are fundamental ingredients, as are fish and chicken, although red meat tends to be expensive. Indonesian music varies within cities and groups as people who live in the countryside would listen to a different kind of music than people in the city. Although rock was introduced to Indonesia by the Indonesian rock band God Bless (see Ian Antono), native Indonesian music is still preserved. Examples of Indonesian traditional music are Gamelan and Keroncong. Dangdut is a hugely popular contemporary genre of pop music partly derived from Arabic, Indian, and Malay folk music. The Indonesian movie industry's popularity peaked in the 1980s and dominated cinemas in Indonesia, although it fell significantly in the early 1990s. As of 2000, however, the industry has improved gradually with a number of successful movies released. Media freedom in Indonesia increased considerably after the end of President Suharto's rule, during which the now-defunct Ministry of Information monitored and controlled domestic media and restricted foreign media. The TV market includes ten national commercial networks and provincial networks that compete with public TVRI. Private radio stations carry their own news bulletins and foreign broadcasters can supply programs. Internet use is increasing; business Indonesia reported in 2004 that there were 10 million users.

Culture of Indonesia
Indonesian culture has been shaped by long interaction between original indigenous customs and multiple foreign influences. Indonesia is central along ancient trading routes between the Far East and the Middle East, resulting in many cultural practices being strongly influenced by a multitude of religions, including Hinduism, Buddhism, Confucianism and Islam, all strong in the major trading cities. The result is a complex cultural mixture very different from the original indigenous cultures. Indonesian people are generally friendly and polite and while they understand that western culture is different to their own, it will be appreciated if their customs are respected. Religious customs should also be respected; particularly during the month of Ramadan when eating, drinking and smoking during daylight hours should be discreet as it is forbidden by the Muslim culture. Visitors should always be polite and avoid public displays of affection. It is considered impolite to use the left hand for passing or accepting things The mythology of Indonesia is influenced by Indian Mythology. The names of gods in Indonesian mythology are the same as in Indian. This is because the great Indian civilization influenced the Indonesian ancestors. For e.g. the most widespread manner in which Dussera is celebrated in India is through the Rama Lila. It has its origins in antiquity. As far as recorded history goes, the Rama Lila of Ramanagar has been performed for over two centuries year after year without a break. As such the Rama Lila is performed in villages, towns and even metropolis cities. Outside India, the Ramayana is most popular in the South East Asian countries like Thailand, Cambodia, Malaysia, Laos, Vietnam and in particular Indonesia. In Indonesia it is performed in a ballet form that is much appreciated. This is all the more surprising because Indonesia is an Islamic country. The rise of Hindus mythology gain large support from the courtesan as well as the indigenous people and they manage to relate it into their own life. Gradually the story depicted in the Epic turned in Javanese version of mythology and folklore with nearly 100% adaptation from the original scripture. Story such as the Pandawas is the main example how Hindu had played a vital role in Indonesian society up until now.

Product I would like to import from Indonesia


Kopi Luwak Coffee
Kopi Luwak coffee comes from the Indonesian island of Sumatra, an area wellknown for its excellent coffee. Kopi luwak is coffee made from the beans of coffee berries which have been eaten by the Asian Palm Civet (The Asian Palm Civet is also known as the Common Palm Civet or the Toddy Cat, is a catsized mammal) and other related civets, and then passed through its digestive tract. A civet eats the berries for their fleshy pulp. In its stomach, proteolytic enzymes seep into the beans, making shorter peptides and more free amino acids. Passing through a civet's intestines the beans are then defecated, having kept their shape. After gathering, thorough washing, sun drying, light roasting and brewing, these beans yield an aromatic coffee with much less bitterness, widely noted as the most expensive coffee in the world. It has a rich, heavy flavour with hints of caramel or chocolate. Other terms used to describe it are earthy, musty and exotic. The body is almost syrupy and it's very smooth. Kopi luwak tastes unlike heavy roasted coffees, since roasting levels range only from cinnamon color to medium, with little or no caramelization of sugars within the beans as happens with heavy roasting. Moreover, kopi luwaks which have very smooth profiles are most often given a lighter roast. Iced kopi luwak brews may bring out some flavors not found in other coffees. Sumatra is the world's largest regional producer of kopi lowak. Sumatran civet coffee beans are mostly an early Arabica variety cultivated in the Indonesian archipelago since the seventeenth century. Kopi is the Indonesian word for coffee, and luwak is a local name of the Asian Palm Civet.

Because of the rarity of this coffee, the price is quite outrageous. Kopi Luwak is the most expensive coffee in the world, selling for between $120 and $600 USD per pound, and is sold mainly in Japan and the United States. Some more adventurous coffee houses are selling it by the cup, but you won't likely find it at your local coffee shop just yet. The coffee isn't so spectacular that it's truly worth that amount of money. You are paying for the experience of enjoying such an unusual and rare delicacy.

Culture of Coffee in India


When I think of India I dont associate it with huge coffee consumption. Tea? Yes. Coffee? No. But my views are expanding by leaps and bounds from several different sources. A quiet cafe revolution is sweeping urban India with the proliferation of Italian-style corner coffee bars. That is bad news for tea - still the favourite brew for a majority of Indians - which has been losing out to coffee in recent years. India is one of the world's largest exporters of tea and also one of its biggest consumers. But it is coffee drinking which is increasingly becoming a statement of young and upwardly mobile Indians. And coffee bars, an unheard of concept till a couple of years ago, are suddenly big business. Such is the demand for coffee bars, that the Barista chain - which opened its first cafe, in 2000 in Delhi with 10 outlets - is now opening a new outlet every 10 days. Taking its inspiration from Italian corner coffee bars and the US coffee chain Starbucks, Barista and other Indian chains are also trying to educate customers about the virtues and finer points to coffee drinking.

Future demand of kopi luwak in India


Developing countries like India have a great potential to serve such kind of market. Though prevailing culture in India restricts its inhabitants to promote dishes made up from animal shit but time is changing and according to recent trends of coffee culture, if kopi luwak coffee is introduced in india on a large scale than it will change the entire scenario of Indian coffee consumption. Not only because its an innovative one and also because of its overwhelming taste over other coffees. The taste of kopi Luwak coffee is a life changing experience. The

aroma is sweet, rich, smooth; the usual bitterness of coffee has been replaced with a subtle hint of chocolate. The only man in India to produce Kopi Luwak coffee is a gentleman named Ganesh. He owns a 22 acre organic coffee estate, situated just outside BR Hills wildlife reserve. Every December his estate is visited by a hoard of tiny palm civets. Small nocturnal mammals which look like a cross between a weasel and a small cat. They've come for the succulent red coffee fruits, selectively picking the ripest and sweetest, wolfing them down during the night. He usually collects about 5 kgs in a season, enough for about 200 cups. This is a considerable amount when you consider that only 450 kgs ever reach the world market per year, almost all from the Far East. Its rarity not only brings in a high market rate - 50 a cup in Selfridges, London - but it also brings a torrent of customers. Therefore there is Niche market for such coffee whose aroma casts a spell on coffee lovers and due to its rarity, the no. of its suppliers are less. So, theres an opportunity to import such commodity and trade in India. Though, the investment and setting up cost is huge but it will give a favorable return due to soaring demand.

Target market for Kopi Luwak


According to recent survey on coffee trends and coffee brands, its found that the coffee houses are growing on a large scale. For e.g. CCD has been able to make its brand presence felt through the sheer number of stores. CCD has 620 cafes at present and it has ambitious plans to launch more than 900 cafes by the end of the current financial year. Barista Coffee house was established in New Delhi in 2000 with 10 outlets has over 200 cafes all over India as of 2010. Therefore, it can be seen that potential for coffee is increasing every day and it is a plus point for launch of Kopi Luwak Coffee in India on a more organized manner. It would be focused more on metropolitan cities like Bombay, a market flooded with coffee lovers. This way, Kopi Luwak Coffee can become a huge success in India, if introduced.

Product I would like to export to Indonesia


Indian Mythological novels
Indonesia has around 300 ethnic groups, each with cultural identities developed over centuries, and influenced by Indian, Arabic, Chinese, Malay, and European sources. Traditional Javanese and Balinese dances, for example, contain aspects of Hindu culture and mythology, as do wayang kulit (shadow puppet) performances. Textiles such as batik, ikat and songket are created across Indonesia in styles that vary by region. The most dominant influences on Indonesian architecture have traditionally been Indian; however, Chinese, Arab, and European architectural influences have been significant. The culture of Indonesia is influenced by Indian Culture in many terms. Even, the names of gods in Indonesian mythology are the same as in Indian. The origin of Indonesian mythology can be traced back to the earliest development of Indonesian kingdom predominantly called the Javanese Empire. The Austronesian people, who form the majority of today's population, migrated to South East Asia from Taiwan and first arrived in Indonesia around 2,000 BCE. The Hinduism and Buddhism that was brought with it, that the Srivijaya kingdom flourished from the seventh century CE. It became a powerful naval state, growing wealthy on the international trade it controlled through the region until its decline in the twelfth century. During the eighth and tenth centuries CE, the agriculturally-based Buddhist Sailendra and Hindu Mataram dynasties thrived and declined in inland Java, building grand religious monuments such as Sailendra's Borobudur and Mataram's Prambanan. The Hindu Majapahit kingdom was founded in East Java in the late thirteenth century, and under its mid fourteenth century military commander, Gajah Mada, its influence stretched over much of modern day Indonesia. This period is often referred to as a "Golden Age" of Indonesian history.

Within this Hindu and Buddhist Empire they adapted the cultural value of both civilizations. The Mahabharata and Ramayana Epic were widely use in tradition as well as art. This dynamic culture has made the Javanese a modern society in that day and the entire aspect of their life focuses on Hinduism and Buddhism separately and mutual. This can be seen in art as popular culture. The rise of Hindus mythology gain large support from the courtesan as well as the indigenous people and they manage to relate it into their own life. Gradually the story depicted in the Epic turned in Javanese version of mythology and folklore with nearly 100% adaptation from the original scripture. Story such as the Pandawas is the main example how Hindu had played a vital role in Indonesian society up until now. Even Indonesia uses the garua, Garuda Pancasila as its national symbol which is a large mythical bird or bird-like creature that appears in both Hindu and Buddhist mythology.

Demand for Indian Mythological Novels


Indian Hindu culture is quite eminent among Indonesian people. Hinduism in Indonesia, also known by its formal Indonesian name Agama Hindu Dharma, refers to Hinduism as practiced in Indonesia. Every year scholars from different countries get together for the International Ramayana Conference (IRC). The conference includes presentations on various themes and workshops based on Ramayana. To mark this occasion many Special Postmarks were issued. Indonesia issued a set of 2 stamps (Scott 804-5) depicting Ram, Sita and Golden deer and Ram with Bow in 1971 to honor this International conference. It is found out that Indian culture is quite eminent among Indonesian people and they are fond of Indian mythology. Therefore, the idea of exporting Indian mythological novels to Indonesia would gain a lot of success.