Prepared for:

INDONESIA RETAILER SATISFACTION AWARD

2012

Proposal by Qasa Consulting

Retail Environment is getting more and more crowded every single day…

Consumer is becoming more critical in making their purchase…

…and your traders are getting more demanding for sales support…

THE APPROACH

PROCESS (1)

• Extensive Desk Research & Field Observation to determine all possible variables/elements forming up the ‘index’ calculation.These variables/elements must be able to cover:1). In-outlet dynamics.2). Shoppers’ point of view.3). Traders’ point of view.

• On-field survey/audit to gather relevant variables/elements required for the ‘index’ calculation. The survey covers:1). Large P&D stores2). Small P&D stores3). Kiosk

PRE-SURVEY

SURVEY

PROCESS (2)

• Conducted in 7 major cities – Jabotabek, Bandung, Semarang, Yogyakarta, Surabaya, Medan, Makassar.

• 1,222 outlets as sample.• Covering 11 product categories.

1). Instant Noodle (Mie instant) 7). Cough Medicine (Obat Batuk)2). Cigarette (Rokok) 8). RTD Isotonic (Minuman Isotonic siap saji)3). Bar Sop (Sabun Mandi Batang) 9). RTD Green Tea (Minuman TehHijau siap saji)4). Shampoo (Sampo) 10). RTD Juice (Minuman Jus siap saji)5). Kopi Bubuk (Powder Coffee) 11). RTD Milk (Minuman Susu siap saji)6). Cold Medicine (Obat Flu)

SURVEY

PROCESS (3)

In-Outlet Dynamics

Consumers’ Point of

View

Traders’ Point of

View

• Brand Availability

• Packaging Availability

• CBP (consumer buying price)

• In-Outlet Communication/Promotion

(thru POP Materials)

• Salesman’ Service Level• Frequency of salesman visit• Complaint Handling Management• Merchandising Management• Product Knowledge

FRAME WORK

TOTAL INDEX

TRADE MARKETING INDEX

ACCOUNT MANAGEMENT INDEX

BRANDS AVAILABILITY

PACKS AVAILABILITY

RETAIL PRICE

POP MATERIALS

SALESMAN’S SERVICE LEVEL

FREQUENCY OF SALESMAN VISIT

COMPLAINT HANDLING CAPABILITY

MERCHANDISING MANAGEMENT

SALESMAN’S PRODUCT KNOWLEDGE

PROCESS (4)

City Provision Small Provision Large Kiosk Total

DKI Jakarta 170 114 266 550

Bandung 54 49 14 117

Semarang 42 40 26 108

Yogyakarta 35 33 22 90

Surabaya 72 60 32 165

Medan 37 31 34 102

Makasar 37 23 30 90

Total Sample Size 1,222

Cluster the outlets based on trade segment and city

Sample design to represent each cluster.

Respondents selection used “random sampling with interval”

Cluster random sampling with interval of 1,222 outlets

Sampling Procedur

Employed well trained and experience

interviewers

Face to face interview with shop owner or manager using

pre-tested questionnaire

Independent Quality Control team to check quality of field

work.

Multi layers data

processing QC system to

ensure data validity and consistency

Simultaneous field work in 7 citiesinvolving 40 interviewers

Fieldwork

Total Index = Brand Performance index + Account

Management Index

Brand Performance IndexAccount Management Index

Weighted by level of importance of each indicator as recommended by retailers

Raw Data from Survey

Results are

weighted

against

retailers

preferences

…

Two winners per product

category

Three winners per product

category

Anaysis