qasa - indonesia retailer satisfaction award 2012
TRANSCRIPT
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Prepared for:
INDONESIA RETAILER SATISFACTION AWARD
2012
Proposal by Qasa Consulting
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Retail Environment is getting more and more crowded every single day…
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Consumer is becoming more critical in making their purchase…
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…and your traders are getting more demanding for sales support…
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THE APPROACH
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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
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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
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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
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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)
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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
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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
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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