01 June 2012

Mr. Joko Speech on SWA Event “Indonesia Retailer Satisfaction Award 2012”

Mr. Joko Speech on SWA Event “Indonesia Retailer Satisfaction Award 2012”

Discover the latest market trends and uncover sources of future market growth for the Retailing industry in Indonesia with research from QASA's team. Mostly, the retailers start their retail chains in Jakarta, which is the most populated and most developed city in Indonesia.

However, many leading retailers started to expand to other major cities outside Java, such as Medan, Makassar, Manado, Balikpapan and Denpasar, as well as to second-tier cities on Java, such as Solo, Malang and Tangerang. This expansion was underpinned by factors including the stronger competition amongst modern retailers in Jakarta, as well as in other major cities on Java.

In addition, the stronger economic growth of major cities outside Java and many second-tier cities on Java led the expansion of retail environment that is getting more and more every single day. Variety of products and brands makes consumer is becoming more critical in making their preference to purchase. As well as traders are getting more demanding for sales support.

Survey which is used as the basis for assessing the "Indonesia retailer Satisfaction Award 2012" was conducted on 11 product categories are most active, ie: Instant Noodle, Cigarette, Bar Soap, Shampoo, Powder Coffee, Cold Medicine, Cough Medicine, RTD Isotonic, RTD Green Tea, RTD Juice and RTD Milk. Survey that we did in 7 major cities, reflect toughest challenge execution programs Retail Activation. Those are Greater Jakarta, Bandung, Semarang, Yogyakarta, Surabaya, Medan and Makassar. Survey conducted to retailers at large grocery store category, a small grocery store, and kiosk located outside and inside the traditional market.

The selection of respondents in the survey conducted on an interval with "Stratified Random Sampling" with the number of samples amounted to 1.222 outlets. Cluster the outlets based on trade segment and city. Sample design to represent each cluster, while respondents selection used random sampling with interval.

Field survey conducted in 2012 simultaneously in 7 cities, involving no less than 40 Interviewers. They are skilled and experienced interviewer in conducting retail audit conducted through face-to-face interviews with the shop owner or person in-charge of the store with the list of questions that previously had been tested and experimented.

The more intense competition in the market today have made players to make "strengths" better in the "retail environment" in a more holistic. We believe that there are at least three force to be reckoned with stakeholders, there are:
•    Traders' point of view
•    Consumers' point of view
•    In-outlet dynamics
by taking into account the dynamics of variables that reflects the interests of stakeholders will enable us to see the problems better and strategically to determine the remediation efforts to be able to win the competition.

The variables that we use to measure the index of trade marketing are:
•    Brands availability
•    Packs availability
•    Retail Price
•    Pop Materials

SWA Event Photos "Indonesia Retailer Satisfaction Award 2012"

For companies who wish to obtain complete information about the methodology and results of surveys to directly contact us.
Joko Wiyono – Managing Director
QASA Strategic Consulting
Jl. Prapanca Raya No.113, Kebayoran Baru, Jakarta 12160 – Indonesia
Telp. +62-21-721 0225 (hunting)
E-mail: joko@qasaconsulting.com