Marketing

Retail

Prepared by

Noorman Mulyadi
 LEARNING OUTCOMES
 Mahasiswa diharapkan dapat menjelaskan tujuan
diberikannya matakuliah Manajemen Pemasaran Retail
 Mahasiswa diharapkan dapat menjelaskan garis besar
materi Manajamen Pemasaran I secara keseluruhan
 Mahasiswa diharapkan dapat memanfaatkan gagasan dan
inovasi tentang perlunya Manajemen Pemasaran Retail
 Mahasiswa diharapkan mampu selalu bersikap positive
 Daftar Pustaka

Manajemen Ritel Edisi 2 2010. Strategi dan Implentasi Operasi Bisnis Ritel
Di Indonesia Penerbit Salemba Empat
Christina Widya Utami
Data AC Nielsen latest update
POSITIVE THINKING
Karakter secara umum bersifat Universal
Suku, Bangsa, Agama, Ras apa pun

Dengan satu tujuan

Setiap individu diciptakan Tuhan unik dan

sempurna, memiliki potensi besar untuk
dikembangkan menjadi yang terbaik dan
kompetitif
“Character Is Power!”
- Booker T. Washington
Skills ,Knowledge , abilities,
and experience

are only useful

If you are at the right place

Where are you now ?

Scope the World of Retailing
1. Paradigma Pengelola
2. Peluang Bisnis Ritel
3. Perilaku Belanja Pelanggan
 Again, marketing also related to our life style ?

Technology Leaders
HIGHER
INVOLVEME
NT
Technology Stylists

Pragmatic Leaders
Young Explorers

Life Builders

Life Jugglers Style Leaders

RATIONAL ASPIRATIONAL

Mature Acceptors
Image
Seekers

Family Style
Providers Followers Value for money
Simplicity Seekers
LOWER consideration
INVOLVEME
NT
What is Retailing

Is the set of business activities that adds

value to products and services sold to
consumers for their personal or family use.
 RITEL (Wikipedia)

Eceran atau disebut pula ritel bahasa Inggris: retail

adalah salah satu cara pemasaran produk meliputi semua aktiv
itas yang melibatkan penjualan
barang secara langsung ke konsumen akhir untuk penggunaan
pribadi dan bukan
bisnis.
Retail Measurement Services
In Indonesia
 Retail Measurement Services

• We measure what is sold to consumers

• A service which provides an ongoing (or tracking) measurement

of consumer purchase through retail outlets

• A technique which has been

internationally practiced and
accepted over many years
Retail Audit Basic Training

How do we measure?

Using in-store scanning of product codes and store visits by professional

auditors, ACNielsen offers a complete portfolio of sample and census
information across the following categories:

 food
 confectionery
 household
 health and beauty
 beverage
 cigarette

Page
23
 Retail Audit Basic Training
Coverage


Geographical
National Indonesia
Coverage
97% of total population, excluding Irian Jaya, Maluku, Aceh and other remote islands.

 Urban and Rural

58% of total population is living in rural area. We are using government’s definition of
urban and rural.

 7 Regions

Northern Sumatra, Southern Sumatra, Jakarta, West Java, Central Java, East Java, Other
Islands.

Page
24
National Sample & Universe –
Based on 2008 Census
Universe

Total Modern Trade* 5,150

Total Provision 1,846,752

Total Second Dealer 68,463

TOTAL 1,920,365

*Modern Trade Independent Only

 Retail Audit Basic Training

Retail Index

 The most established service from Retail

Measurement
 National Coverage
 Measuring sales from retail outlet/channel
 Channels coverage includes modern channel
and traditional stores
 Data provided : market size, market share,
distribution, stock, pricing

Page
26
SHOPPER TRENDS 2003
INDONESIA
 Indonesian inflation rate has declined steadily

Inflation rates, Year-On-Year

13.3%
12.6%
10.6% 10.0%

7.5%
6.4%
5.1%

Dec-01 Apr-02 Aug-02 Dec-02 Apr-03 Aug-03 Dec-03

Source : Bank Indonesia, BPS

Advertising towards Indonesian consumer is growing by 36%
TV Adex increased highest
In billion Rupiah, All Media, Jan-Dec 2003, by published rate card
16,799
only
36%

12,368
40% 11,658

8,328

28%
4,243
3,320
25%
721 899

TV NPP MGZ Total

Jan-Dec 2002 Jan-Dec 2003

Source: Adquest, Exclude Non-Commercial Ad

As a result …FMCG sales volume has reached the highest point in five
years since Indonesia monetary crisis. Price index tend to stabilize.

Consumer purchase index

Excluding Cigarette, Volume: indexed to 1997
Volume: indexed to 1997 Price: indexed to 1997

110
109 109 109
108
107 107 107 302
299 299 299 298
105 292 295 296 296
103 103
102 102
278 280
272

259

ND 01 MA 02 JA 02 ND 02 MA 03 JA 03 ND 03 ND 01 MA 02 JA 02 ND 02 MA 03 JA 03 ND 03
Food is the key driver for the growth ; however, non food is in up
trend too
Food index and growth

Excluding Cigarette, Volume: indexed to 1997

Food Non Food
153
150 149 150
146 145
141 141 140
138
135 136
132
103
101
100
98 98 98
97 97
96
94 94
92 92

ND 01 MA 02 JA 02 ND 02 MA 03 JA 03 ND 03 ND 01 MA 02 JA 02 ND 02 MA 03 JA 03 ND 03
 In value wise, total market of FMCG is growing by 6.8%

Indonesia Total Grocery - Based on 51 Categories Audited

Sales Value in Billion Rp

41,759 7,124 7,241

+ 6.8%
39,100 6,799
6,565 6,710 6,579
6,334

vs. SO 03 : +1.9%
vs. ND 02 : +6.5%

2002 2003 ND 01 MA 02 JA 02 ND 02 MA 03 JA 03 ND 03
 DKI Jakarta is still the region leading the growth

Area Contribution in Value in 2003 - Based on 51 Categories Audited

Growth vs. 2002

O.Islands Jakarta
13.5%
Indonesia Grocery 6.8
15.3% Jakarta Grocery 12.4
S.Sumatra W.Java Grocery 7.2
10.5% C.Java Grocery 3.3
E.Java Grocery 4
N.Sumatra Grocery 7.8
N.Sumatra W.Java S.Sumatra Grocery 3.5
7.8% 21.1% O.Islands Grocery 10.5
12 Cities Grocery 10
C.Java
15.7%
E.Java
16.0%
 Among 12 big cities Jakarta, Bandung, Surabaya have double
digit growth

12 Cities Grocery – Value Contribution, 2003

Value Cont. Growth vs Prev 12 mths
12 Cities Grocery 100 10
Jakarta DKI Grocery 39.3 12.4
Botabek Grocery 9.4 3.4
Bandung Grocery 11.6 18.7
Semarang Grocery 4.6 9.9
Yogyakarta Grocery 3 9
Solo Grocery 2 3
Surabaya Grocery 10.5 10.2
Medan Grocery 7.1 4.7
Padang Grocery 1.8 19.6
Palembang Grocery 3.5 13.7
Denpasar Grocery 3.2 -2.7
Makasar Grocery 4.5 1
 … it was contributed by high growth of modern trade in
Jakarta, W.Java, and E.Java

Modern Trade Area Contribution in Value in 2003 - Based on 51 Categories Audited

S.Sumatra
Oth.Island Growth vs. 2002
SPM+MM Jakarta
SPM+MM
4.3%
10.5% SPM+MM Indonesia SPM+MM 11.7
27.8% Jakarta SPM+MM 16.9
N.Sumatra W.Java SPM+MM 20
SPM+MM C.Java SPM+MM 9.4
5.7% E.Java SPM+MM 13.3
N.Sumatra SPM+MM 0.7
E.Java S.Sumatra SPM+MM -5.5
SPM+MM Oth.Island SPM+MM -1.3
13.1%
C.Java W.Java
SPM+MM SPM+MM
14.0% 24.5%
Up to date Indonesian MT is contributing 26.3% of total market and
is increasing from year to year
Trade Channel Contribution, Based on 51 Categories Audited

Traditional Shop Supermarket Minimarket

78.1 75.2 74.8 73.7

+5.1%

20.1 20.2 21.0 +11.0%

18.2
3.6 4.7 4.9 5.3 +14.8%
2000 2001 2002 2003
Observation & Marketing Implication

 Indonesian Economic indicators is showing improvements and advertising

expenditure towards Indonesian consumers is bullish; both contributes to steady
growth of Indonesian FMCG sales
 Consumers will still continue spending in FMCG; increasingly in both food and non food

 Jakarta, Bandung, Surabaya have been key driver for Indonesian market growth and
largely driven by modern trade
 Marketers are still to focus on Java (68% share) especially on those three big cities

 Market share has shifted towards modern trade year after year
 Consumer shopping behavior is changing, modern retail players will use more strategies to
compete for the consumers wallet, and retailer brand gains equity
Definition of Key Demographics

• Definition of Main Shopper versus Influencer :

 Main Shopper: The person who is mostly responsible for the food, grocery and

personal care shopping for the household

 Influencer: Not the person who most often does the household shopping, but

they do frequently buy food, grocery, and personal care items for the

household, or actively participate in deciding what should be bought

Indonesian female adult are still a dominant main shopper and male adult
are important as key influencer.

Shopper Profile
GENDER Gender & Age AGE BY GENDER
87 %

59 % 2002 15 34 38 13
90% 2003 18 36 35 12

Main 10% 2002 24 41 33 2

Shopper
56% 2003 22 35 36 7
Key 13 %
Influencer
44% 15-24 yrs 25-34 yrs 35-49 yrs 50-65 yrs
Females Males
39 %
2002 59 26 9 5
2003 64 20 11 5
41 % 43%

57% 2002 24 40 31 5
2003 26 37 28 8
61 %

Base: All respondents (n=1,019) 2002 Ref: Q2, Q75, Q1

data
Housewives are primarily the main shopper while working group are
mainstream
Main for key influencer
Shopper
Shopper Profile
56% Occupation & Household Expenditure
OCCUPATION 74 SES – Monthly Household Expenditure
(Rp. 000)
46
26 29

9
4 8
1

PMEB Other white Blue collar Student Housewife C1 (700-1,000) B (1,000-1,500) A (1,500 +)
collar

32 37
31
Key 18 24
16 14
9
Influencer
44%
PMEB Other white Blue collar Student Housewife C1 (700-1,000) B (1,000-1,500) A (1,500 +)
collar
Base: All respondents (n=1,019) Ref: Q2, Q71, Q72a
Observation and Marketing Implication

 Main Shopper in Indonesia is about over half city population and they are largely housewives
 Female Adult are still main target for marketing strategies as they do grocery shopping and
decide the household items purchased

 Key Influencer population is increasing, and they are mainly working group and males. This is becoming
Asian countries’ obvious trend as they share burden of shopping more over with working wives.
 Male Adult and younger female are a important marketing target as they decide some items
purchased in the household. Marketers who understand the needs and the shopping behavior
of these two segments and try to satisfy will benefit and be the leader of the future market place

*see study on Male Shopper

 Indonesian consumers are using multiple channel as
individual channel suits needs differently

Number of Trade Sectors Used in Past 4 Weeks

2002 2003

1 – 2 Trade Sectors 7 10

3 Trade Sectors 18 26
% of respondents

4 Trade Sectors 27 31

5 Trade Sectors 26 20

6 Trade Sectors 14 9

7 or more Trade Sectors 8 3

Average no. of shops: 4.52 4.01

Base: All Respondents (n=1,019) Ref: Q3b

 The bigger format … the less visits

Trade Sector Average Number of Visits Per Month - 2002 vs 2003

24
23 2002
2003

13 13 13
11

3
2 2 2
1 1

Hypermarket Supermarket Minimarket Traditional Store Wet Market Grocery Cart

Base: All Respondents Ref: Q6

 JENIS – JENIS RITEL
 Discount stores, adalah toko pengecer yang menjual berbagai macam barang
dengan harga yang murah dan memberikan pelayanan yang minimum.

 Speciality stores, merupakan toko eceran yang menjual barang – barang jenis
lini produk tertentu saja yang bersifat spesifik.

 Departemen stores, adalah suatu toko eceran berskala besar yang

pengelolaannya dipisah dan dibagi menjadi bagian departemen – departemen
yang menjual macam barang yang berbeda – beda.

 Convenience stores, adalah toko pengecer yang menjual jenis item produk
yang terbatas, bertempat ditempat yang nyaman dan jam buka yang panjang.

 Catalog stores, merupakan suatu jenis toko yang banyak memberikan

informasi produk melalui media katalog yang dibagikan kepada para
konsumen potensial.
 JENIS – JENIS RITEL
 Chain stores, adalah toko pengecer yang memiliki lebih dari satu gerai dan
dimiliki oleh perusahaan yang sama.

 Supermarket, adalah toko eceran yang menjual berbagai macam produk

makanan dan juga sejumlah kecil produk non-makanan dengan sistem
konsumen melayani dirinya sendiri (swalayan).

 Hypermarkets, adalah toko eceran yang menjual jenis barang dalam jumlah
yang sangat besar atau lebih dari 50.000 item dan mencakup banyak jenis
produk. Hypermarket merupakan gabungan antara retailer toko diskon dengan
hypermarket.

 Minimarket, merupakan adalah semacam toko kelontong yang menjual segala

macam barang dan makanan, namun tidak sebesar dan selengkap
supermarket. Minimarket menerapkan sistem swalayan.
The retailer’s Role in a supply chain
Retailers Create Value

 PROVIDING ASSORTMENTS

 BREAKING BULK

 HOLDING INVENTORY

 PROVIDING SERVICES
 RITEL BAGI CUSTOMER
Usaha ritel memberikan kebutuhan ekonomis bagi pelanggan melalui 5 cara:

 Memberikan suplai/pasokan barang dan jasa pada saat dan ketika dibutuhkan
konsumen/pelanggan dengan sedikit atau tanpa penundaan. 

 Memudahkan konsumen/pelanggan dalam memilih atau membandingkan

bentuk, kualitas dan barang serta jasa yang ditawarkan. 

 Menjaga harga jual tetap rendah agar mampu bersaing dalam memuaskan
pelanggan

 Membantu meningkatkan standar hidup masyarakat 

 Adanya usaha ritel juga memungkinkan dilakukannya produksi besar-

besaran (produksi massal).
 FUNGSI RITEL SAAT INI

 Melakukan kegiatan usahanya di lokasi yang nyaman dan mudah diakses

pelanggan 

 Memberikan beragam produk sehingga memungkinkan pelanggan bisa

memilih produk yang diinginkan 

 Membagi jumlah produk yang besar sehingga dapat dijual dalam

kemasan/ukuran yang kecil

 Mengubah produk menjadi bentuk yang lebih menarik.

 Menyimpan produk agar tetap tersedia pada harga yang relatif tetap
 FUNGSI RITEL SAAT INI

 Membantu terjadinya perubahan (perpindahan) kepemilikan barang dari

produsen ke konsumen 

 Mengakibatkan perpindahan barang melalui sistem distribusi

 Memberikan informasi, tidak hanya ke pelanggan, tapi juga ke pemasok

 Memberikan jaminan produk layanan purna jual, dan turut menangani keluhan
pelanggan

 Memberikan fasilitas kredit dan sewa.

 COST OF CHANNEL ACTIVITIES
CHANNEL PROFIT AS A
MEMBER $ PERCENTAG
E OF SALES
Manufacturer Cost $ 10
Profit $1 9.10%
Selling price to Distributor/ WS $11
Distributor/ Price paid to Manufacturer $11
Wholeseller Cost to add value $2 8.0%
Profit $1
Selling price to retailer $14
Retailer Price paid to Distributor $14
Cost to add Value $4 9.77%
Profit $1
Selling price to Customer $19
 RETAILING PERFORMS WHOLESALING
AND PRODUCTION ACTIVITIES

WHOLESALER/
RETAILER VERTICAL INTEGRATION
DITRIBUTOR

FACTORY/
WHOLESALER/
MANUFACTURE
DITRIBUTOR
R BACKWARD
INTEGRATION
CUSTOMER
RETAILER
S

WHOLESALER/
RETAILER
DITRIBUTOR
FORWARD
INTEGRATION
FACTORY/ MANUFACTURER
SOCIAL AND ECONOMIC SIGNIFICANCE OF
RETAILING

 Role in developed economies

 Corporate social responsibility

 Role in Developing Economies- The bottom of the pyramid

THE GROWING IMPORTANCE OF RETAILING
AND RETAILERS

 Evolution of the Retail Industry

 Role of Information Systems

MANAGEMENT AND ENTREPRENEURIAL
OPPOTUNITIES

 Management Opportunities

 Entrepreneurial Opprtunities
 Amazon.com
 Forever 21
 IKEA
 Starbuck
 THE RETAIL MANAGEMENT DECISION PROCESS

The World Of Retailing

1. Introduction to the world of retail

2. Types of retailers

3. Multichannel Retailing

4. Customer Buying Behavior

Retailing Strategy

5. Retail Marketing Strategy

6. Financial Strategy

7. Retail Location

8. Site Location

9. Organization Structure and Human Resources Management

10. Information Systems and Supply Chain Management

11. Customer relationship Management

Merchandising Management Store Management

12. Management Merchandise Inventories
16. Managing the store
13. Buying Merchandise
17. Store Layout, Design and Visual merchandising
14. Pricing

15. Retail Communication Mix 18. Customer service

 UNDERSTANDING THE WORLD OF
RETAILING (Section 1)
 Competitors

 Customers
 DEVELOPING A RETAIL STRATEGY (Section 2)

 Retail Strategy

 Strategic Decision Area

IMPLEMENTING THE RETAIL STRATEGY
(Section 3 AND 4)

RETAIL
CUSTOMER
LOCATION
SERVICE
(7,8)(18)
STORE STRATEG
MERCHANDISE
DESIGN AND
MANAGEMENT
DISPLAY (17)(12,13)
COMMUNICATION
PRICING
Y (14)
MIX (15)
WHOLE FOODS MARKET : AN ORGANIC AND
NATURAL FOOD SUPERMARKET CHAIN

 Retail Strategy

 Strategic Advantage

 Merchandise Management

 Store Management
ETHICAL AND LEGAL CONSIDERATION

Ethics are the principles governing individuals and

companies that establish appropriate behavior and
indicate what is right and wrong
CHECK LIST FOR MAKING ETHICAL DECISION

1. Would I be embarrassed if a customer found out about this behavior ?

2. Would my supervisor disapproved this behavior ?

3. Would most coworkers feel that this behavior is unusual?

4. Am I about to do this because I think I can get away with it?

5. Would I be upset if a company did this to me?

6. Would my family or friends thinks less of me if I told them about

engaging in this activity?

7. Am I concerned about the possible consequences of this behavior?

8. Would I be upset if this behavior or activity was publicized in a

newspaper article?

9. Would society be worse off it everyone engaged in this behavior or

activity?
 Tiga puluh
gerai 7 eleven
tutup sejak
awal tahun
2017 -
detikFinance,
Kamis
(2/3/2017
Tiga puluh gerai 7 eleven tutup sejak awal tahun 2017. Salah satu
penyebabnya adalah tidak seimbangnya antara beban operasional
dan pemasukan yang diterima. Banyaknya pengunjung yang
nongkrong tak berarti banyak barang yang laku dibeli.

7 eleven memang didesain untuk market anak muda yang suka

nongkrong. Akan tetapi, masalahnya banyak anak muda yang
nongkrong ini hanya jajan sedikit, tetapi menghabiskan waktu yang
lumayan lama
 Carrefo
ur
program
Midnigh
t Sale.
Carrefour Indonesia yang 100% sahamnya sekarang dimilik Trans
Corp mengaku siap bersaing di sektor industri ritel yang mulai
menjamur di tanah air. Ada beberapa strategi yang disiapkan PT
Trans Retail Indonesia ini, salah satunya dengan program
Midnight Sale.
“ Carrefour siap dengan berbagai macam medan. Caranya
menciptakan warna yang berbeda, memenuhi kebutuhan
masyarakat, harga bersaing, dan promo-promo seperti midnight
sale ini,\\\" ujarnya