2 Months Period Presentation

Short – Medium – Long Term Plan

Dedi Triono – Trade Marketing Manager

04/Sept/2018
CURRENT PROJECTS
JULY – AUGUST 2018
Current Project(s)

1. Speed up national store expansion project : National Target 70 stores.

Current -> 20 stores, Estimate finish in August -> 30 stores.

Difficulty :
• Ineffective current flowchart for making booth production.
• Booth design not making according to effective planogram.
• Design process is un-effective and taking time.
• Pitching/Bidding process taking long time.

Countermeasure :
• Propose modify flowchart of booth production process (details available).
• Sales team to make planogram prior to making design.
• Utilize in-house designer and outsource for making designs.
• Make booth cost guideline for Purchasing team to speed-up bidding process.
Current Project(s)

Main Purpose

 Optimize investment according to priority, within a limited budget

 Due to improvement of flowchart and enforcement of rules by

Jakarta headquarters, avoiding unnecessary confusion and realizing
more smooth operation
 Maintain control of store design guideline by Marketing team and
selection of SKU by Sales team (NEW)
 Maintain competitive and fair vendor selection process (NEW)
 Speed UP process of making new store booth (NEW)
Flowchart Request Booth Production and Installation
‘ 0 ‘ Process  In the ‘0’ process, sales head have to decide
with an initiative
 Base criteria is, strategic area, strategic
BM Analysis & Information
account, and potential of the store
- Area  Product Planning team have to select light
- Channel products based on the timing of new
National Sales - Product Listing Currently models and customer level in that area
HSI Request to BM - New Channel (store)
- Additional Existing Channel
Willing
- Current Sell in

- Analyze Potential Store Selling In Product Listing Continuous to

- Competitor Sell In & Sell Out Commitment & Planogram Process “1”
- Quantity Promoters Competitor
BM Request
Request
Base - Re-layout Store
- New Store or New Channel
- Replace another Brand
- Store Concept by Brand or
Customer / category
Owner Store
Flowchart Request Booth Production and Installation

Main Purpose

 Optimize investment according to priority, within a limited budget

 Due to improvement of flowchart and enforcement of rules by

Jakarta headquarters, avoiding unnecessary confusion and realizing
more smooth operation
 Maintain control of store design guideline by Marketing team and
selection of SKU by Sales team (NEW)
 Maintain competitive and fair vendor selection process (NEW)
 Speed UP process of making new store booth (NEW)
Flowchart Request Booth Production and Installation
CURRENT
1. BM fill request form from TM dept.
(sign by BM, Area Mgr)
9. Ringisho Approved by SM
Marketing, Sales Dept, SM Finance,
2. Procurement ask 2-3 vendor to survey and measure and management
location and consult with dealer.

Final Approval Ringisho

3. Each vendor make survey report & design proposal.
10. Approved Ringisho, send to
Procurement Dept
Design Not approved :
4. Review and Approved by Sales Dept.
Back to Design
Process (Product planning, Area Sales, GM, EGM,)

Request Approval Ringisho

11. Procurement will do pitching and
5. Sales confirm the design to dealer including planogram. ask the chosen vendor to do the
project (by PO)

4. Review and
6. Procurement makeApprove
pitchingbyusing
Salesthe
Dept. (Areadesign
selected Mgr, GM,
to allEGM)
vendors,
Over Budget :
Negotiate with vendor
or make additional 12. Supervise Production Progress by
budget request TM
7. Procurement collect quotation data from vendors.

8. Back to TM to make Ringisho Form

FINISH
Flowchart Request Booth Production and Installation
OBJECTIVE
1.Optimize investment according to
priority, within a limited budget.
2.Due to improvement of flowchart and
enforcement of rules by Jakarta
headquarters, avoiding unnecessary
confusion and realizing more smooth
operation.
3.Maintain competitive and fair vendor
selection process (NEW).
4.Speed UP process of making new store
booth (NEW).
Design Not approved :
Back to Design
Process
Over Budget :
Make additional
budget request
PROPOSED
1. BM fill request form from Trade Marketing Dept – Form
Request TM 01 + Report Location (Picture, Layout, SKU, 1 day
Planogram) 7 . Approved e-Proc sent to
(sign by BM, National Sales SM, TM Mgr, Marketing SM, procurement dept to do vendor
Executive GM) 3 days
pitching.
Procurement send PO to selected
vendor
2. After TM Form approved, TM Dept will make design*
5-7 days
based on Branch’s request and coordinate with BM to Purchase order to Vendor
finalize design.
8. Supervise production by Trade
3. TM send proposed design to Branch Manager cc 3 days Marketing team.
14-21
National Sales SM & Marketing SM to get Approval design After Finish make Handover form days
by Store Owner/PIC. (Sign & Dealer stamp).
2 days (Signed by user/BM & Store)
TM get estimate cost from vendors (initial cost only)
4. TM compile Approval Final design & SKU planogram by 1 days
Store & Cost Estimate FINISH
5. Back To TM to make Ringisho Form & E Procurement
1 days
(New)
*Design by internal or using Contractor.
6. E-Proc reviewed by Sales Dept and approved by SM 1 day
Marcomm, SM Finance & Management (refer to DOA)
Store Design Process
By Internal
(2 stores /week)
OK
Branch Request TM Check Design
Process
By Contractor (to speed up)

Output : (design
Current Project(s)

2. Store Display Guideline for Premium Products (Branding Oriented)

Purpose :
• Differentiate premium stores from regular store.
• Focus to display Mid-high products.
• Strengthen AQUA Japan brand image in Big Semi-Modern retailer.

Target Finish :
Mid September 2018

Pilot Project :
PIXEL Store, Metro One
Karang Tengah
(Jakarta Branch)
Current Project(s)
3. Point of Purchase (POP) and Point of Sales (POS) revamping project.
Background :
• To make consistent look and feel for AQUA Japan POP/POSM materials.
• To Communicate products USP better to consumers.
• To differentiate mid-low & mid-high POP, but unified in one guideline.
•
Improvement Point(s) :
• Making guideline/template of logo placement, color, shape for each category products.
• Choose 3-5 best USPs and convey in simple easy to understand way.
• Making template for mid-low and mid-high POP design.

DD motor
Spin noise reduce to 67db,
DD motor ABT
Spin noise reduce to 67db,
more quiet more quiet 99.8% of Bacterial Eradicated
Current Project(s)
4. Planning Sell-out Activity
Background :
• Utilize year-end seasonal promo.
• As pilot project for Modern Channel exhibition.
• Whole seller stores tend to have more shoppers during year-end (Christmas/New Year).

Objective :
• Sell in -> To register listing of mid-high AQUA products in Carrefour.
• Increase sell-out of AQUA mid-high products.
• To emphasize AQUA Japan as one of the major electronics brand

Difficulty :
• Not all stores display AQUA mid-high products.
• Limited space in stores.
• Limited manpower of our SPG/SPM
Year-End Mini Roadshow 2018
Store -> Carrefour
Why Carrefour ?
28 November – 30 December 2018

OUTLET Sell-Out Target PERIOD

1. Many visitors (especially during
weekends and seasonal period)
CARREFOUR BLUE MALL 50.000.000 28 Nov – 2 December
2. Already have 10 SPG/SPM.
CARREFOUR KRAMAT JATI 50.000.000 28 Nov – 2 December 3. AQUA products already available
CARREFOUR LEBAK BULUS 50.000.000 5 – 9 December (utilize to add listing of high-end
CARREFOUR TANGERANG CITY 75.000.000 5 – 9 December
products).
CARREFOUR CEMPAKA MAS 50.000.000 12 – 16 December

CARREFOUR CEMPAKA PUTIH 75.000.000 12 – 16 December

CARREFOUR PLUIT VILLAGE 50.000.000 19 – 23 December

CARREFOUR TAMAN PALEM 50.000.000 19 – 23 December

CARREFOUR ITC BSD 50.000.000 26 – 30 December

CARREFOUR PURI INDAH 75.000.000 26 – 30 December

TOTAL (10 Stores) 575.000.000

海尔内部使用 Haier internal use only 13

Year-End Mini Roadshow 2018

3x4 Meter Exhibition 2x3 Meter Exhibition

海尔内部使用 Haier internal use only 14

2019 WORKING PLAN
Q1 – Q4
3. Marketing Strategy & Planning for 2019
– Marketing Competition Strategy and Planning
 Join Big-Scale Exhibition & participate in a impactful relevant sponsorship
 Utilize seasonal period (Chinese New Year, Ramadhan, Christmas, etc) for boosting selling out

2018 Q4 2019 Q1 Q2 Q3 Q4 2020 Q1 Comment or Attachment

Need
Re Study Planning
Interfood Exhibition Interfood Exhibition  Interfood Exhibition to focus on Cold chain
Nov 21 - 24 Nov 2019* products for B2B consumers.
Jakarta Fair 2019 *join if sucessfull  To enhance brand image and boost sales,
Exhibition & Planning Jun – July 2019 join Jakarta Fair 2019 as AQUA Japan.
Sponsorship  To emphasize hijab and AQUA Japan’s
washing machine technology – join
Planning Jakarta Fashion Week sponsorship and make booth at Jakarta
Sponsorship Fashion Week 2019.
October 2019

Thematic Mall Roadshow #knowyoubetter  Thematic roadshow “AQUA Japan – Know

You Better” in 3 big cities. #knowyoubetter
Planning (Jakarta, Surabaya & Medan).
 Modern Channel Japan Style mini-
Jakarta Surabaya Medan
exhibition at 10 stores Carrefour.
Mini-Exhibition Ramadhan #ramadhanwithaqua
Sell Out Activity Carrefour* season  Independence day promo at AQUA Brand
Shop and Modern market. 17% discount +
August 2019 8x Free AC Cleaning. (17 + 8 Merdeka Fair).
Independence Day  Christmas & new year fair (Dec 2019 –
January 2020). Modern store
Year end Fair  Participate in dealer’s sponsorship
Dealer exhibition exhibition (semi modern or major dealer)
3. Marketing Strategy & Planning for 2019
– Marketing Competition Strategy and Planning
 Continue channel expansion in semi modern outlets & gain new partnership with modern channel
 Expand brand shop in 3 major cities -> Samarinda, Medan & Makassar
 Maintain consistency in all AQUA Japan’s POP & POSM materials
2018 Q4 2019 Q1 Q2 Q3 Q4 2020 Q1 Comment or Attachment
Need
AQUA Brand Shop / mini Brand Shop
Re Study Planning & Study  AQUA Brand shop/mini Brand shop at
major retail dealers. Samarinda – Medan -
Makassar
Samarinda Medan Makassar
In Store Branding  Semi modern Target expansion total 40
(Store Expansion) Confirm space stores in 2019 Q1-Q4.
Q1 = 5 stores Q2 = 15 stores Q3 = 20 stores Semi Modern
 Modern Channel new booth with
Trading Term Electronic City, Carrefour, Lottemart,
Q1 = 5 stores Q2 = 5 stores Q3 = 5 stores Q4 = 5 stores Modern Channel
Lotteshopping. Total 20 stores.

Get product POP production

launching schedule Based on launching  POP production based on product(s)
25% 100% launching
Product USP  Determine template with consistent
Set POP POP look & feel for each category product,
template & Categorization  Choose 3 best USP
In Store Branding USP  POP categorization (Mid-Low & Mid-
(POP and demo tools)
Sub Dealer Product Display & POP Competition High)
HSI specify  POP & Display competition for sub-
criteria dealers (under sole agent). HSI to
Sole agent Winner determine criteria based on product
Announce announcement display & POP completeness.
campaign
Jakarta Fair 2019 - Proposal
Cost Estimation :
JAKARTA FAIR 2019
NO ITEM
MAY - JULY 2019
196,800,000
1 RENTAL SPACE
( 6m x 8m )
2 BOOTH DISPLAY 150,000,000
3 ID CARD, TIKET, PARKIR,INVT. 10,000,000
4 ELECTRICITY 20,000,000
5 WAREHOUSE RENTAL (optional) 12,500,000
6 FEE SPG EVENT 30,000,000
7 LEAFLET 5,000,000
8 SELL OUT PROMO 50,000,000
9 INTERNET CONNECTION (for EDC) 25,000,000
TOTAL 499,300,000
JFK (Jakarta Fair Kemayoran) is The Biggest, The Longest & Most Complete
Cost Estimate : Rp 500.000.000,-
Fair In Southeast Asia*, hosting to more than 2500 tenants in 125.000 m2
Sell-out Estimate : Rp 3000.000.000,-
exhibition area, and having more than 500 live events during the period.
Dealer : Jakarta Branch Big Dealer
In 2018, JFK was held from 23 May – 1 July 2018 with total visitors of 6,2
ROI = 500% + Branding Effect
Million, 10% increase from last year. Source : tribun news.
http://www.tribunnews.com/metropolitan/2018/07/02/melebihi-target-jakarta-fair-
Product Line Up :
kemayoran-2018-tembus-67-juta-pengunjung
Cold Chain (Hero Category), Refrigerator, Washing
Machine, Air Conditioner, LED TV.

海尔内部使用 Haier internal use only 18

Jakarta Fair 2019 - Appendix

Big Electronic Brands

(SAMSUNG, LG, SHARP, etc)
Booth size 6 x 12 / 6 x 14 m2

Emerging Electronic Brands

(Electrolux, Bosch, Hitachi, etc)
Booth size 6 x 6 / 6 x 8 m2

Location Hall D2 :
Telecommunication,
Electronics, Computers,
Sports & Health, Furniture,
etc.