JBN Session on 06th April 2017 at Pullman Central Park

1. The Role of Modern Store as Consumer’s Brand Decision
To Anticipate Future Retail Marketing Strategy
Version: April 6th,
2017

2. Background
2
• From the background that the successful brand does not merely derived from
consumer's mind. In most cases, the REAL WAR in winning the competition are in Retail
Stores.
• We have proved that high brand awareness is not the only parameter to win the
competition.
THE REAL WAR
Plan to Purchase
Brand A
I have purchased Brand B and C

3. What is
OUTSTANDING
BRAND?...
3
• Thus, the right BRAND……….. in the right
CHANNEL…
• …….. with right PACK and PRICE…
• through right COMMUNICATION…
• will WIN and SUSTAIN in the tight competition.
• Hence, We would like to appreciate the
OUTSTANDING BRAND who has wins the
• REAL WAR at Retail Stores.

4. Current Practice of Retail Marketing
4

5. Share of Displayed
has become key indicator
5
Package Size and Number of Facing
(Share of Display) are
the Key success of Sales Volume.

6. Consumers HAVE TO CANVASS
every rows in the modern stores
6

7. Printed Promotional Materials
in strategic spot areas
7

8. Card, Cash, and Membership
as its type of payment areas
8

9. Current Retail
Marketing Practices
of Principal (Brand Owner)
Model
In the RIGHT CHANNEL
the Right Product, Right Pack Size, with the Right Price, through The Right Communication. 9
CHANNEL
POWER
DYNAMICS
CONSUMERSPRODUCERS
STORES/
OUTLETS
Retail
Marketing
Strategy
Sales &
Distribution
Strategy
Marketing
Strategy
SALES DRIVE
Selling Out
Promo (Owner & Endorser)
Margin
SERVICES
Service Level
Goods Return
PRODUCT AVAILABILITY
Easy To Source
SALES SUPPORT
Credit & Payment terms
System & Support
CHANNEL (PLACE)
Channel Segmentation
Target Market & Its Characteristics
PRODUCT VISIBILITY
Right Product & Pack Size
Seen Easily
PRICE
Right Selling Price
PROMOTION
Through Right Communication
POSITIONING
Competitor’s Offering

10. Now….. The Market has been Changing
10

11. DIGITAL in Indonesia
Jan 2017
11
Source: wearesocial.sg

12. Future Practice of Retail Marketing
12

13. Easier to PURCHASE
through MOBILE apps at STORES
13

14. REAL TIME Stock
Enable to Plan the Perfect Store Experience
14

15. Better Product Quality
especially for Fresh Food
15
Keeps the Foods at the
proper quality until
customers pick
up.

16. In-store Trip Plan
Optimization Store Experiences
16
Canvassing each rows will not be
perceived as an efficient way for
shoppers.

17. DIGITAL
Store Promotion, Display, and Payment
17

18. The implication of
Retail Marketing
for Principal (Brand Owner)
Model
18
CHANNEL
POWER
DYNAMICS
CONSUMERSPRODUCERS
STORES/
OUTLETS
Retail
Marketing
Strategy
Sales &
Distribution
Strategy
Marketing
Strategy
Real Time in connecting
the Right Product, Right Pack Size, with the Right Price, through The Right Communication.
SALES DRIVE
Selling Out
Promo (Owner & Endorser)
Margin
SERVICES
Service Level
Goods Return
PRODUCT AVAILABILITY
Real Time Stock
SALES SUPPORT
Digital Payment
Real Time System
CHANNEL (PLACE)
Channel Segmentation
Target Market & Its Characteristics
PRODUCT VISIBILITY
Digital Showroom
In-store trip plan
PRICE
Digital Payment
PROMOTION
Digital Communication
POSITIONING
Competitor’s Offering

19. Thank you,
Rhesa Yogaswara
Vice President – QASA Strategic Consulting
rhesa@qasaconsulting.com | +6281318069162