Target Social Class: Middle to Upper-Middle Class

• Kopi Kenangan appeals to urban young professionals, university students, and families who want premium coffee at a reasonable price.

• The brand uses a “affordable luxury” positioning — between Starbucks (premium) and street coffee (cheap).

• Appeals to tech-savvy, busy, and modern consumers who value convenience and local pride.

Albert Heijn – Family Roles and Social Class

In a Dutch family, different members play roles in Albert Heijn’s consumption:

• Influencers: children suggest snacks or drinks they see online.

• Gatekeepers: parents control what is allowed on the shopping list.

• Deciders: parents decide where to shop and which brands to buy.

• Buyers: usually the parent who pays at the store or orders online.

• Users: the whole family eats or uses the products.

Social class in the Netherlands is divided into seven groups based on income, education, and lifestyle. Albert Heijn mainly attracts the middle and upper-middle classes (the “werkende middengroep” and “werkende bovenlaag”), who value quality, convenience, and online shopping. However, with AH Basic and Bonus deals, it also serves lower-income families.

Target social class:
Albert Heijn focuses mainly on the middle and upper-middle class, offering products that fit their lifestyle—good quality, wide choice, and easy online services—while still remaining accessible to others.

1. Influencers:

   • Peers/Friends: The daughter sees her friends at school or university using Wardah.

2. Gatekeepers:

   • The Mother (Parent): The mother acts as the gatekeeper. She might control the information or set the rules, such as: "You can wear makeup, but it must be Halal," or "It can't be too expensive," or "You can't buy that brand, it's not for teenagers." She controls access to the product category.

3. Deciders:

   • The Mother (Parent): In this scenario, the mother is likely the primary decider. After the daughter (influencer) presents her case, the mother makes the final financial decision to approve the purchase, trusting Wardah's brand image (Halal, safe, good value).

4. Buyers:

   • The Mother (Parent): She might be the buyer, adding the Wardah products to the basket while doing the weekly shopping at a supermarket (e.g., Hypermart) or pharmacy (e.g., Watsons, Guardian).

   • The Daughter (User): She might be the buyer, purchasing the items herself at the mall or, more likely, ordering them online from an e-commerce platform like Shopee or Tokopedia.

5. Users:

   • The Daughter: She is the primary user who consumes and applies the makeup/skincare.

Social class :

1. Find the updated social class stage in Indonesia :

A common model used for marketing segmentation in Indonesia is based on Socio-Economic Status (SES), which is often measured by monthly household expenditure.

• SES A (Upper Class): Household expenditure > IDR 5,000,000 per month.

• SES B (Upper-Middle Class): Household expenditure IDR 3,500,000 – IDR 5,000,000 per month.

• SES C (Middle Class): Household expenditure IDR 2,000,000 – IDR 3,500,000 per month.

• SES D (Lower-Middle Class): Household expenditure IDR 1,000,000 – IDR 2,000,000 per month.

• SES E (Lower Class): Household expenditure < IDR 1,000,000 per month.

  
  

2. What is the social class level that aim by the brand/product?

Wardah's primary target social class is the SES D (Lower-Middle Class):

• Price: Wardah's prices are "just right." They aren't the cheapest, but they aren't expensive like international brands. You get good quality for the price, which is perfect for a middle-class budget.

• Accessibility: You can find Wardah products everywhere in supermarkets, malls, and online shops. This makes it very easy to buy.

• Brand Image:

  • For the class just below middle (SES D), using Wardah feels like an "upgrade" from cheaper local brands.

  • For the upper-middle class (SES B), Wardah is a "smart" and safe choice. The Halal label is also a very important reason why many people trust and buy it.

• Not for the Upper Class: Wardah doesn't really target the super-rich (SES A). People in that class usually prefer to buy expensive, imported luxury brands (like Dior, Lancôme, or MAC).