1. Proposal by Qasa Consulting
Prepared for:

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

3. Consumer is becoming more critical in
making their purchase…

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

6. PRE-SURVEY
• 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.
SURVEY
• On-field survey/audit to gather relevant variables/elements required for the ‘index’
calculation. The survey covers:
1). Large P&D stores
2). Small P&D stores
3). Kiosk

7. SURVEY
• 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)

8. FRAME WORK • In-Outlet
Communication/Promotion
(thru POP Materials)
In-Outlet
Dynamics
• Salesman’ Service Level
• Frequency of salesman visit
• Complaint Handling • Brand Availability
Management
• Merchandising • Packaging Availability
Traders’ Consumers’
Management
• Product Knowledge Point of Point of • CBP (consumer buying
View View price)

9. TOTAL INDEX
TRADE MARKETING ACCOUNT
INDEX MANAGEMENT INDEX
BRANDS AVAILABILITY SALESMAN’S SERVICE LEVEL
PACKS AVAILABILITY FREQUENCY OF SALESMAN VISIT
RETAIL PRICE COMPLAINT HANDLING CAPABILITY
POP MATERIALS MERCHANDISING MANAGEMENT
SALESMAN’S PRODUCT KNOWLEDGE

10. Cluster the outlets based on trade segment and city
Sample design to represent each cluster.
Respondents selection used “random sampling with
interval”
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

11. Face to face
Multi layers
interview Independent
Employed data
with shop Quality
well trained processing QC
owner or Control team
and system to
manager to check
experience ensure data
using pre- quality of
interviewers validity and
tested field work.
consistency
questionnaire

12. Raw Data from Survey
Weighted by level of
importance of each indicator
as recommended by retailers
Two winners
Brand Performance Index per product
Account Management Index category
Total Index = Brand Three winners
Performance index + Account per product
Management Index category