INDONESIA SHOPPER TREND 2019

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Copyright © 2017 The Nielsen Company. Confidential and 1

 TABLE OF CONTENT

1 INDONESIA MARKET OVERVIEW

2 INDONESIA SHOPPER TREND 2019

GROCERY SHOPPING BEHAVIOR I PRICE & PROMOTION I RETAILER BRANDS PERFORMANCE

3 CSI – CATEGORY SHOPPER INSIGHTS

2
 INDONESIA MARKET OVERVIEW
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Copyright © 2017 The Nielsen Company. Confidential and proprietary. 3

 Disclaimer

• This publication has been produced by Nielsen. It is distributed for informational purposes only. Nielsen
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• Other than information or data sourced from Nielsen, the information contained in this publication has been
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

obtained from sources that Nielsen believes to be reliable, but Nielsen does not represent or warrant that it
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4
 First quarter of 2019 was marked by the preparation for
general election with all the excitement surrounded it
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

5
 After the election, the number of respondents concern about political
TCB
stability decreased. Economy was back as the top concern

TREND OF RECESSIONARY TOP 5 MAJOR CONCERNS

SENTIMENT AMONG CONSUMER

Q4 18 Q1 19 Q2 19
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

61
57 THE ECONOMY 30% 31% 37%
55 56
53 53 57
52 51
POLITICAL STABILITY 24% 34% 26%
49 43
48
47 47 45
44 WORK/ LIFE BALANCE 17% 16% 16%
43
39
TOLERANCE TOWARDS
15% 17% 15%
DIFFERENT RELIGIONS
Q217 Q317 Q417 Q1'18 Q2'18 Q3'18 Q4'18 Q1'19 Q2'19

TERRORISM 9% 9% 13%
Yes No

Q : Do you think your country is in an economic recession at the moment? Q : What are the top 5 major concern among consumer ?

Source: The Conference Board ® Consumer Confidence Survey, conducted in collaboration with Nielsen
6
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

the capital
Entering the second quarter, environmental issue hit

7
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Not only the air, water was also struck by the issue

8
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

opportunity
Plastic waste awareness opened new business

9
 Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Retailer, too, participated in fighting the issue…

10
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customers
..despite some disagreement from the

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 Household held their spending for foods and FMCG, most probably to CPS
compensate the growing of transportation, education and loan/saving

HH SPENDING HH SPENDING
CONTRIBUTION % GROWTH*

1 10
and proprietary.

FMCG 20
1 10
Food (Fresh & Staples) 21
and proprietary.

Housing Related EDU Health

21
Confidential

FRESH Housing
related
Transportation
+4% 21 FOOD
Confidential

Communication MATQ2’19 Saving

TRANS
+ Loan
Company.

VS LY .
Education
20 COMM Leisure FMCG
4
Company.

Health 20
2018 4
Nielsen

Saving + Loans 9
3 4
7
Nielsen

Leisure 9
TheThe

3 STRONG GROWTHs MODERATE GROWTH

4
2017

Insurance 8
2017
Copyright© ©

2019
Copyright

SIGNIFICANT MODERATE DECLINE

above or equal +5 between +5 and -5 above or equal -5
• SOURCE: NIELSEN CPS DATA – ADDITIONAL SPENDING +79 FMCG HOMEPANEL – MAT Q2 2019 vs LY 12
 INCIDENCE ON LIFESTYLE CONTINUE TO INCREASE CMV

DINING OUT DURABLE SMARTPHONE

INCIDENCE ELECTRONIC OWNERSHIP
(Coffee Shop & Fast Food) OWNERSHIP*
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

80 84 87

42 43 42 55
42 48

Q2'17 Q2'18 Q2'19 Q2'17 Q2'18 Q2‘19 Q2'17 Q2'18 Q2'19

* Incidence is based on 8 electronic items: AC, computer (PC/laptop), microwave oven, refrigerator, LCD/LED/Plasma
TV, Vacuum cleaner, washing machine, water heater 13
Source: Consumer & Media View Q2 2017 – Q2 2019
 Food Delivery
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Copyright © 2017 The Nielsen Company. Confidential and proprietary. 15

 INCIDENCE OF FOOD DELIVERY
At least 4 of 10 people ever ordered food delivery. And looking into the numbers by city, the
incidence is higher in Semarang and Medan.

41%
EVER ORDERED BY COVERAGE AREA
FOOD DELIVERY
(OFFLINE/ ONLINE)
55% MEDAN
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

40% JABODETABEK 42% MAKASSAR

61% SEMARANG

44% BANDUNG 34% SURABAYA

TOTAL 6 CITIES

Nielsen Food Trip Study 2018 Base: all respondents, n=1372 | Ref.: Q96 16
 TYPE OF FOOD DELIVERY
Online platform (mobile app or website) is actually more used

GRAB-FOOD/ RESTAURANT APP

10%
GO-FOOD/ ETC.
EVER ORDERED

85%
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

TELEPHONE WEBSITE

22% www 1%

Nielsen Food Trip Study 2018 Base: Those who ever ordered food delivery, n=569 17
 Why I order Go Food

Facilitate Release from

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Try trendy and Starving during Food to enjoy

party/celebration/ cooking chore
hype food midnight with friends
festive on weekend
Bore with
Hungry yet Mom Alternatives when
home/canteen's Food for family Midnight meals
didn’t cook not cooking
food
Hungry when Favorite
Starving during Food when Facilitate
staying at friends' restaurant is far
midnight starving event/festive
house away
Nielsen Shopper Trend 2018 Qualitative Study 18
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

FMCG Overview

Copyright © 2017 The Nielsen Company. Confidential and proprietary. 19

 RMS
SALES OF FMCG STILL DETECTED TO BE SLOWER

VALUE, VOLUME GROWTH & PRICE INCREASE | TOP 58 FMCG CATEGORIES

12
10

12 6
2018 The Nielsen Company. Confidential and proprietary.

11 5
8
2 3
2 2 3 1 2
FMCG (1)
(1) (2)
(1)
FY 2014 FY 2015 FY 2016 FY 2017 FY 2018 YTD JUL 19
Copyright © 2017

FMCG Value Growth FMCG Vol Growth (/unit) FMCG Price Increase (/unit)

Source: Nielsen Retail Data * per Q1’19 vs LY 20

 10 CATEGORIES OCCUPY 50% OF THE MARKET

Indonesia Total Grocery | Total 58 FMCG Categories | YTD July 19 vs. YTD July 18

Instant Noodles
Biscuit
8,4
Powder Milk
7,5
2018 The Nielsen Company. Confidential and proprietary.

Coffee
7,4
49,2 Cooking Oil
6,0
Mineral water
5,5
5,2 Liquid Milk
3,9
3,5 Tea-RTD
3,5
Baby Diapers
Others
Copyright © 2017

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Copyright © 2017
2018 The Nielsen Company. Confidential and proprietary.

The Early Adapter

COFFEE STORY

The One Who Goes to Mall

24
Copyright © 2017
2018 The Nielsen Company. Confidential and proprietary.

THE ONE WITH DIGITAL EXTENSION

25
 THE ONE WHO SOLD IN CONVENIENCE STORE..
(…AND SUCCESSFULLY GENERATED TRAFFIC)
2018 The Nielsen Company. Confidential and proprietary.
Copyright © 2017

26
Copyright © 2017
2018 The Nielsen Company. Confidential and proprietary.

ALL IT TAKES IS

27
 APPLICATION DEALS IN CAFÉ/COFFEE SHOP
SMS LEAD BY FAR IN AWARENESS, BUT HIGHER CONVERSION RATE IS SEEN IN GO-
FOOD/GRAB-FOOD AND INSTAGRAM DEALS

CAFÉ/
SMS 68% COFFEE SHOP
36% (n=201)

GO-FOOD OR GRAB-FOOD 34%

20%

INSTAGRAM 26%
2018 The Nielsen Company. Confidential and proprietary.

16%
FACEBOOK 24%
5%
LINE 28%
11%
OVO 14%
3%
OTHER APPS (E.g.: GROUPON,
FAVE, EVOUCHER, ETC.)
6%
2%
Copyright © 2017

NONE OF THE ABOVE 6%

Nielsen Food Trip Study 2018 :Aware :Ever joined 28

 UNDERSTANDING SHOPPER BEHAVIOUR
- INDONESIA SHOPPER TREND 2019 -

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

 RESEARCH METHODOLOGY
SHOPPER TREND 2019
City Coverage : 12 Big Cities
Greater Jakarta (Jakarta, Tangerang, Bekasi, Depok), Bandung, Surabaya, Makassar, Medan and Semarang, Palembang,
Balikpapan, Pekanbaru, Banjarmasin, Bali & Yogyakarta

Target Respondent : Males/ females aged 15-65 years, ABC1 SES (monthly household expenditure more than Rp 1,250,000),
both main grocery buyers and key influencers
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Sample Size : 4439 interviews

Jabodetabek 639 Medan 353
Bandung 354 Pekanbaru 314
Semarang 348 Palembang 325
Yogyakarta 356 Banjarmasin 315
Surabaya 359 Balikpapan 345
Bali 345 Makassar 386

Interview Methodology : Face-to-Face home interviews

Sampling Method : Random household selection

Fieldwork Period: March-April 2019

Data weighted proportionally to national ‘main grocery shopper’ statistics based on age / gender / location in cities surveyed
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 “THE TWO ENDS OF SHOPPING CHANNELS”
MORE SHOPPERS VISIT TRADITIONAL AND ONLINE CHANNELS,
COMPARE TO THOSE GO TO MODERN ONE

90 ONLINE GROCERIES
83 SHOPPING IN P4W?
46 30%
54
2018 The Nielsen Company. Confidential and proprietary.

51
44

Yes No
21
12
4 3 3 2 2

MINIMARTS TRADITIONAL WET MARKETS SUPERMARKET VEGETABLE HYPERMARKETS CONVENIENCE DEPARTMENT ONLINE PERSONAL CARE CASH & CARRY
GROCERY VENDOR STORE STORES SHOPPING
FY 2018
89 79 41 42 13 15 3 8 1 3 2
Copyright © 2017

Base – All Respondents

Ref: Q7b, Q277 32
 “THE TRADITIONAL END”
WET MARKET IS STRONGER ASSOCIATED AS HAVING WIDE SELECTION OF FRESH – AND
RELATIVELY AT PAR WITH HYPERMARKET IN TERMS OF HIGH QUALITY FRESH FOOD
TRADITIONAL WET
HYPERMARKET SUPERMARKET MINIMARKET
EXCEPTIONAL ANALYSIS MARKET MARKET

It has quality fresh foods 9 -1 -13 -1 6

Copyright © 2017 The Nielsen Company. Confidential and proprietary.

A wide selection of fruit and

13 -4 -35 -3 29
vegetables

A wide selection of fresh fish

8 -4 -39 1 35
and meats

It has a wide selection of

13 -5 -25 -2 20
health foods and organic foods

Base: All Hyper/ Super/ Minimarket Respondents; Ref: Q245 33

 WET MARKET AND VEGETABLE HAWKER ARE MORE Qualitative
PREFERRED DUE TO PROXIMITY
WET MARKET VEGETABLE HAWKER

+ It is close to house (3-5 mins walk) + Convenient  close to

house, some come to the
+ Cheaper than supermarket/Veggie house
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

hawker
+ Traditional market is far from
+ Complete & Always fresh  the home – takes time / energy
products is changed everyday to go there

+ Enjoy the interaction with seller

“Punya langganan, suka dikasih
murah”

+ Introduce the Indonesian’s culture to

the kid (few)

34
 FOR SHOPPERS OF MODERN TRADE, FRESH IS SOMETHING
TO SEEK FOR, BUT...
As for herbs, some prefer to buy in
traditional market or warung near
their house since they only buy
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
small amount of it
“Kita beli di pasar buat bumbu segini buat sekali masak
aja jadi nggak disimpan kalau disimpan kan rasanya
berubah rada asam gitu.” Hypermarket, High Frequent
Visitor, Upper SES, Older
Qualitative
Some prefer to buy fresh from
traditional market, specifically for
meat and poultry since it is seen
as freshly cut while in
Hypermarket, the meat is often
frozen
“Di hypermarket daging ama ayam beku gitu,
timbangannya juga beda, kalau yang di pasar lebih
fresh keliatan mantep.” Hypermarket, Low Frequent
Visitor, Middle SES, Millennials
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 “THE TECH END”
Q1-19 E-COMMERCE GROWS 50%
NIELSEN FMCG ECOMMERCE SALES WITH SIGNIFICANT GROWTH, ECOMMERCE
MEASUREMENT FROM COOPERATING PARTNER CONTRIBUTION FOR BABY DIAPERS AND
COSMETICS ALREADY > 3%

E-Commerce Value Size (Billion IDR)

0,8 0,7 0,7

Thousands
0,5 0,5 Q1 vs
LY
Value
Growth
2018 The Nielsen Company. Confidential and proprietary.

49.8%

Q1 18 Q2 18 Q3 18 Q4 18 Q1 19
E Commerce Value Size Contribution to Total Market

% Contribution of Top FMCG Ecommerce Categories

Value Rank (55 Cat FMCG + Cosmetics)

> 3% 1 – 3% < 1%
Baby Diapers Margarine Energy Drink

Cosmetics Skincare SCM

Powder Milk Cologne

Copyright © 2017

Vitamin Liquid Milk

Hair Conditioning Stock Soup

36
Source : NIELSEN ECOMMERCE MEASUREMENT
 ROLE OF ONLINE GROCERY SHOPPING AMONG DIFFERENT USER GROUP
LEAST RELATABLE MOST RELATABLE

• Top up shopping – • Top up • Top up shopping

• Leisure • Top up
especially for shopping – to place - since offline
2018 The Nielsen Company. Confidential and proprietary.

shopping for shopping for

diapers help their parents shopping still
personal personal
necessary for
consumption consumption
• Value for money • Value for money recreational trip
enabler by enabler by for family
• Cheaper price • Cheaper price
providing cheaper providing cheaper
provider provider
price compared to price through • Cheaper price
compared to compared to
offline store promotion provider
offline store offline store

• Practicality • Practicality • Variety of

• Practicality
enabler especially enabler – since promotion
enabler by
they don’t have to
Copyright © 2017

having various for several products

that hard to find in go anywhere • Practicality
product
offline store enabler– due to
Shopper Trend 2018 Qualitative Study time limitation 37
 INCREASING NUMBERS OF INTERNET USER OVER YEARS
More than 80% of internet user access internet through smartphone
INTERNET USER SMARTPHONE USER
(use internet P1Y) (among internet user)

85%
2018 The Nielsen Company. Confidential and proprietary.

78%

48%
45%

34%
30%

…… ……
Copyright © 2017

2015 2017 2018 2013 2017 2018

Source: Nielsen Consumers View 38

 Market
Understanding

CHEAPER PRICE AND EASY PAYMENT PROCESS ARE THE

MAIN REASONS FOR ONLINE PURCHASE

REASONS REASONS
FOR BUYING ONLINE FOR NOT BUYING ONLINE
Base: 3987 respondents Base: 1341 respondents

WORRY RECEIVE DIFFERENT PRODUCT WITH

CHEAPER PRICE 72% (51%) 53% (61%)
DISPLAYED PRODUCT
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

ATTRACTED WITH THE PRODUCT SOLD ONLINE 61% (76%) NOT ATTRACTED WITH THE PRODUCT SOLD ONLINE 50% (49%)

EASY PAYMENT PROCESS 56% (39%) AFRAID OF BEING DECEIVED BY THE SELLER 43% (42%)

CONVENIENT AND EASY TO USE THE INTERNET 51% (40%) WORRY ABOUT PRODUCT AUTHENTICITY 40% (N/A)

GOOD QUALITY PRODUCT 37% (38%) WORRY ABOUT THE DELIVERY PROCESS 32% (17%)

GOOD AND TRUSTWORTHY DELIVERY PROCESS 37% (29%) WORRY ABOUT PROBLEMATIC PAYMENT 32% (12%)

RECEIVED PRODUCT IS SAME AS PROMISED 34% (30%) POOR QUALITY PRODUCT 28% (15%)

CAN SHOP AT ANYTIME (24 HOUR A DAY) 33% (N/A) MORE EXPENSIVE 23% (22%)

FEEL SECURE TO PROVIDE PERSONAL IDENTITY 31% (11%) WORRY ABOUT MISUSE OF PERSONAL IDENTITY 22% (12%)

TRUSTWORTHY SELLER 31% (7%) BETTER PRODUCT AVAILABLE AT THE MALL 19% (5%)

*N/A: 2016 data is not available **(xx%): 2016 Data

Source: Nielsen Clicks 2016 - 2018, Base: Online Purchasers P3M 39
 “THE CONSERVATIVE MODERN”
THE MODERN MARKET GREW 8,5%, BEYOND THE EXPANSION RATE
ITSELF
Retail Audit Indonesia Total Grocery | Total 58 FMCG Categories | YTD July 19 vs YTD July 18

Indonesia 2,0
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

Indonesia MT
-5,6
Hyper/Super

Indonesia Modern Trade 8,5

*Key Account Expansion Rate :
4,6%
Indonesia MT
14,3
Minimarket
Indonesia GT -3,3

40
 “THE CONSERVATIVE MODERN”
AS WHEN THEY VISIT MODERN STORES, SHOPPERS CONSIDER DEAL AND PROMOTION IS
THE MOST IMPORTANT ATTRIBUTE, FOLLOWED BY PRICE AND CONVENIENT LOCATION

TOP 10 ATTRIBUTES (BY YEAR)

2017 2018 2019

A place where its easy to quickly A place where its easy to quickly Provide really good deals and
1 find what I need find what I need promos
2018 The Nielsen Company. Confidential and proprietary.

Low prices for most items Provide really good deals and Low prices for most items
2 promos

Convenient to get to Always have what I want in stock Convenient to get to

3
Always have what I want in stock Low prices for most items Always have what I want in
4 stock

Provide enjoyable shopper Convenient to get to A place where its easy to quickly
5
Copyright © 2017

experience find what I need

41
 IN ADDITION TO DIRECT DISCOUNT, EXTRA PRODUCT AND EXTRA
VOLUME TYPES OF PROMOTION GAIN FAVORITISM THIS YEAR

MOST FAVORED PROMO SCHEME

81
DISCOUNT (10% 20% ETC) 79
85
BUY IN A CERTAIN AMOUNT AND GET THE SAME 46
43
PRODUCT 51
BUY IN A CERTAIN AMOUNT AND GET THE 32
DIFFERENT PRODUCT 37
39
BUY IN A CERTAIN AMOUNT AND GET A GIFT (COM, 30
28
2018 The Nielsen Company. Confidential and proprietary.

TOWEL, PLATES ETC) 34

24
SPECIAL DISCOUNT FOR CARD HOLDER 23
15
18
QUANTITY DISCOUNT (BUY MORE SAVE MORE) 18
19
16
BUY IN A CERTAIN AMOUNT AND GET A COUPON 19
21
TEBUS MURAH (BUYING IN A CERTAIN AMOUNT TO 14
2019
GET LOW PRICE FOR THE OTHER PRODUCTS)
PWP
14
17
2018
12
12 2017
EXTRA VOLUME (E.G. ADDITIONAL 15%, ETC.)
Copyright © 2017

10
X 8
Base: Actual No. Of Intv (2019: n= 4104, 2018: n=3944, 2017: n=4211)
Base: All Super/Hyper/Minimarket Respondents (2019: N=1,9172,000, 2018: N=19,195,000, 2017: N=18,998,000)
Ref: Q202 42
 MOST FAVORED PROMO SCHEME – BY SES
GIFT IS MORE PREFERRED BY MIDDLE SES, WHILE EXTRA VOLUME BY UPPER SES

DISCOUNT (10% 20% ETC) 81 81 81

BUY IN A CERTAIN AMOUNT AND GET THE

SAME PRODUCT 43 46 49

BUY IN A CERTAIN AMOUNT AND GET THE

DIFFERENT PRODUCT 33 29 35

BUY IN A CERTAIN AMOUNT AND GET A GIFT

(COM, TOWEL, PLATES ETC)
29 32 26

SPECIAL DISCOUNT FOR CARD HOLDER 23 24 24

2018 The Nielsen Company. Confidential and proprietary.

QUANTITY DISCOUNT (BUY MORE SAVE

MORE) 19 19 17
BUY IN A CERTAIN AMOUNT AND GET A
COUPON 18 15 15
TEBUS MURAH (BUYING IN A CERTAIN
AMOUNT TO GET LOW PRICE FOR THE… 14 13 16

PWP 12 14 16
EXTRA VOLUME (E.G. ADDITIONAL 15%,
ETC.) 14 11 11
Copyright © 2017

SES A SES B SES C

Base: Actual No. Of Intv (2019: n= 4104, 2018: n=3944, 2017: n=4211)
Base: All Super/Hyper/Minimarket Respondents (2019: N=1,9172,000, 2018: N=19,195,000, 2017: N=18,998,000)
Ref: Q202 43
 THEY LOOK FOR PROMOTION WHEN IN STORES. LESS SHOPPERS
WILL CHANGE BRAND DUE TO PROMOTION

Promotion rarely changes my brand

choice
24 29 27
Only buy promotions when I already
15 like the brand
17 17
13 Regularly buy different brands
2018 The Nielsen Company. Confidential and proprietary.

10 8
because of promotions

Seldom change stores but when

39 35 40 shopping, actively search for
promotions
Change stores based on best
8 9 7 promotions offered
2017 2018 2019
Copyright © 2017

Base: Actual no. of intv (n=4104)

Base: All super/ hyper/minimarket respondents ('000) (N=19,172)
Ref: Q23
44
 THE IMPACT OF PROMOTION AND LOW PRICE LIKELINESS INDUCED
REGULAR STOCKING AS THE MAIN SHOPPING MISSION

HYPER/SUPER/MM LAST VISIT SHOPPING MISSION

2017 2018 2019

My regular large pantry restocking (weekly or monthly) 34 28 33

Need it now - essential or emergency items needed right away 21 28 24

2018 The Nielsen Company. Confidential and proprietary.

Pantry stock up 12 18 18

Every day needs, non meal preparation 16 10 12

Buy to eat, drink, use on-the-go 8 6 8

Meal preparation 7 5 4
Copyright © 2017

Ref: Q95
Base: All Super/Hyper/Minimarket respondent 2019 (n=4104) (N=19,172,000), 2018 (n=3944) (N=19,195,000) , 2017 (n=4211) (N=18,998,000) 45
 NOTES
• Traditional channel gets more shoppers, most possible reason for Wet Market and Vegetable
Vendor for this was due to fresh staples assortment and availability and proximity. As for the
provision (traditional stores), the shoppers tend to be stable in large percentage
• Online channel, despite the small base, also increased in number of shoppers. Top Up shopping is
most likely to be the main mission
• As for the conservative modern channels, the number one shopping mission is back to regular
and proprietary.

pantry restocking, with shoppers considers promotion, price and convenience location to be the
and proprietary.

key factor when visiting modern trade

• For manufacturers, the impact will be :
Confidential
Confidential

• Traditional stores : as the numbers of shoppers still big, it remains the main channels for product to reach the
consumer, especially for products with tendency for emergency needs and affordable package. and as the
Company.

household still holds the spending for FMCG, traditional stores is most likely to be the channel where they can
Company.

manage their budget

The Nielsen

• Modern Trade : shoppers look what they don’t find in traditional stores, which is deals and promotion. Thus,
2017Nielsen

having promotion which fits gets more important this year for modern trade. The key point will be selecting the
© The

promo mechanism that goes with the target market

© 2017
Copyright
pyright

52
Copyright © 2018 The Nielsen Company. Confidential and proprietary.

& IMAGE
STORE EQUITY, PERFORMANCE

53
 STORE EQUITY – 12 CITIES TRACKING
Alfamart Equity Index rebounded after the drop last year, while Indomaret continue to
increase and still leads the store equity in total.

3,2 2017
3,0 3,0 2018
2,8 2,9 2,7
2019
Copyright © 2018 The Nielsen Company. Confidential and proprietary.

0,7
0,5 0,6 0,6 0,5 0,6 0,6
0,4 0,5
0,4
0,2 0,3 0,3 0,3 0,3 0,4 0,3 0,2 0,2 0,2 0,2 0,2 0,2 0,2
X
Indomaret Alfamart Alfamidi TRANSMART Carrefour GIANT Hypermart Ramayana GIANT Super indo
CARREFOUR express (Supermarket) (Hypermarket)
Very strong brands – store equity above 3
Medium & strong brands – store equity between 1-3
Weaker brands – store equity below 1
Base: All Supermarket / Hypermarkets shoppers (2019 n= 4108 | N=19,172,000), (2018 n= 3944 | N=19,195,000), (2017 n= 4211 | N=18,998,000) 58
 STORE EQUITY BY CITIES
Alfamart is improving in almost all cities
2019 vs 2018 Alfamart Indomaret WINNER
DEPOK + + Alfamart
BEKASI + + Alfamart
TANGERANG + - Alfamart
JAKARTA + + Indomaret
JKT GREATER + + Alfamart
PALEMBANG + + Alfamart
Copyright © 2018 The Nielsen Company. Confidential and proprietary.

MAKASSAR + - Alfamart
SURABAYA + - Indomaret
BALI + + Indomaret
BANJARMASIN + + Alfamart
BANDUNG + + Alfamart
SEMARANG + - Indomaret
PEKANBARU + + Indomaret
MEDAN - + Indomaret
YOGYAKARTA + - Indomaret

59
 MINIMARKET LEVERAGE – TOTAL FY ‘19
Indomaret remains the highest in minimarket competition with very close gap to Alfamart. Alfamidi on the
other hand still struggle to catch up with the top 2 and stable compared to last year.

Leverage % 2018 % 2018 % 2018

Recommenders 22 26 27 26 3 3

Preferrers 26 26 29 27 4 4

Dependables 33 31 4 3
Copyright © 2018 The Nielsen Company. Confidential and proprietary.

32 33

Regulars 62 52 59 60 11 11

2019

2019
2019

Considerers 63 62 65 68 26 28

Trialists 83 78 83 79 31 27

Aware 31 91 96 97 29 90 97 97 5 38 63 62

TOM TT Spont TT Aware TOM TT Spont TT Aware TOM TT Spont TT Aware

Too hard to get to 4 4 2 3 2 4

Not aware 4 3 3 3 37 38

Base: Actual no. of intv (n=4097)

Base: All Super/ Hyper/Minimarket Respondents('000) (N=19,144) 60
 STORE IMAGE – MINIMARKET 2019
INDOMARET AND ALFAMART IS MUCH STRONGER IN PRICING AND
PRODUCT DISPLAY PERCEPTION COMPARED TO ALFAMIDI
Derived Importance Store Association (%)
It provides really good deals and promotions 13,6

Pricing &
It has low prices on most products

VFM
12,3
It has own brands which represent a good alternative to manufacturer brands 4,2
Food and groceries are good value for money 4,1
Always have what I need in stock 7,4

Large store format &

Everything I need in one shop 6,6

wide selection
It is first to provide new products on the market 4,0
Copyright © 2018 The Nielsen Company. Confidential and proprietary.

Provide enjoyable shopper experience 3,2

It has a wider selection of products 2,6
The store has a pleasant atmosphere 2,1
Well presented product displays 0,9
The store is spacious 0,7
A place where I can find things I need easily and quickly 6,9

Efficiency/

Program
Runs its loyalty programmes to reward shoppers 5,9

Loyalty
Staff provides excellent service 3,5
Parking is easy 2,6
Efficient service at checkouts 2,5
0 20 40 60 80 100

Base: All Hyper/ Super/ Minimarket who rate respective store; Ref: Q16, Q257 n=2,426 n=3,006, n=489, 64
N=13,966,000 N=13,590,000 N=4,333,000
 STORE IMAGE – MINIMARKET 2019
ALSO STRONGER IN PROXIMITY PERCEPTION COMPARED TO
ALFAMIDI

Derived Importance Store Association (%)

accessibili
Convenient to get to 10,4

Store

ty
Long opening hours 1,7

It has high quality premium brands/products 1,7

Copyright © 2018 The Nielsen Company. Confidential and proprietary.

It has high quality ready-made dishes (for reheating) 0,8

Quality products
It has a wide selection of health foods and organic foods 0,6

It has quality fresh foods 0,6

The store is clean/hygienic 0,4

A wide selection of fruit and vegetables 0,3

Base: All Hyper/ Super/ Minimarket who rate respective store; Ref: Q16, Q257 n=2,426 n=3,006, n=489, 65
N=13,966,000 N=13,590,000 N=4,333,000
 SUPERINDO BEI FACTORS
Superindo managed to improve its performance in all BEI factors, both recommend and favorite, also in
terms of willingness to pay and willingness to travel further compared to 2018.

Willingness to Pay More (%)

Leverage All who rated

11 13
% 2018 However high prices are
17
Recommenders 4 1 25
Even if its prices are more than at any other 12
Preferrers 3 1 18
Even if its' prices are a lot more
39 14
Dependables 2 1
Copyright © 2018 The Nielsen Company. Confidential and proprietary.

Even if prices were a bit more

2 29
Regulars 6 Only if prices are the same
20
2019

Considerers 13 6 2018 2019

Willingness to Travel Further (%)

Trialists 14 7 All who rated

Aware 3 19 47 39 9 8
Wherever it is located 6
TOM TT Spont TT Aware 18
Even if it is more difficult to get to than any other 28
28
Too hard to get to 7 8
Even if it is a lot more difficult to get to
33
Not aware 53 61 19
Even if it is a bit more difficult to get to
24 26
Only if it is as easy to get to
Base: Actual no. of intv (n=4104) 2018 2019
Base: All Super/ Hyper/Minimarket Respondents('000) (N=19,172) Base: All Super/Hyper/Minimarket respondents who rate the respective store (n=11,108 / N=57,667); Ref:Q258, Q260
Ref: Q11 - Q13 70
 SUPERINDO IMPROVED IMAGE ASSOCIATION
Image Attributes Winning Store Image Improved Store Image
It has low prices on most products
It has own brands which represent a good alternative to manufacturer brands
Always have what I need in stock
A place where I can find things I need easily and quickly
Everything I need in one shop
Convenient to get to
It is first to provide new products on the market
Provide enjoyable shopper experience
Staff provides excellent service
Parking is easy
Copyright © 2018 The Nielsen Company. Confidential and proprietary.

Efficient service at checkouts

It has high quality premium brands/products
It has high quality ready-made dishes (for reheating)
It has quality fresh foods
The store is clean/hygienic
A wide selection of fruit and vegetables
A wide selection of fresh fish and meats
The store has a pleasant atmosphere
Well presented product displays
Runs its loyalty programmes to reward shoppers
Long opening hours

Base: All Hyper/ Super/ Minimarket who rate respective store; Ref: Q16, Q257
n=230, N=1,565,000 71
 HIGHLIGHTS
• Higher trade type visited this year, with more shop in the traditional channels
(especially wet market) and more frequent visit.
• Apart from proximity, the reason is because of fresh, wide selection of fruits, vegetables
and meat
• Three most important attributes in choosing modern trade this year :
• Providing good deals and promotion
proprietary.
andproprietary.

• Low price
• Convenience location
Confidentialand
Company.Confidential

• Promotion creates hype for the shopper, but not necessarily driving them to
change store – but might add new banner in their visit.
NielsenCompany.

• Alfamart gained back the equity, including in the key cities

TheNielsen
2017The

• Room of improvement is in imageries : promotion perception and efficient

Copyright©©2018

shopping and new product availability

Copyright

72
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

April 2019
Nielsen suite solution for fundamental insight about shopper
 RESEARCH DESIGN

Research Design
• Collection Method: Face to Face Interview
• Scope: 35 categories
• Field Dates: 9 Apr – 3 May 2019
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

• Target Respondents: Grocery shoppers who have bought category in the

past month, SES Upper, Middle, Lower
• Standardized questionnaire: 45 mins

Available Coverage
• Across 12 major cities – TOTAL sample (4,283) :

Jakarta & Greater (701) Surabaya (335) Makassar (333)

Bandung (339) Denpasar (313) Medan (327)
Semarang (332) Banjarmasin (301) Pekanbaru (258)
Yogyakarta (307) Balikpapan (300) Palembang (334)

74
 CATEGORIES COVERED

FOOD Chocolate Seasoning Biscuit Margarine Chili Cooking Instant Ice Snack
sauce oil noodle cream
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

Cheese Baby Vitamin

Food

BEVERAGE Children Liquid Mineral SCM RTD RTD Tea Flavoured Energy Powder
milk milk water Coffee Water Drink Milk

PERSONAL CARE Baby Shampoo Toothbrush Bar Micellar Milk Baby Body Hand and
diaper Soap Water Cleanser Shampoo Wash Body Lotion

Make Up Decorative
Maskara Eyebrow Liptstick Two Way Loose/Compact
Pencil Cake Powder Powder 75
 WHAT SHOPPER PURCHASE IN PAST 1 MONTH (1)
Food and Beverage mostly purchased on weekly basis, while Personal Care purchase is more skewed towards monthly basis.

P1M (%) Frequency Buying

Instant Noodles 68 65 18 48 32 2 (n = 2713)
(14) (47) (37) (3)
Shampoo 71 65 5 22 72 1 (n = 2760)
(4) (24) (71) (1)
Snack 54 55 38 38 21 4 (n = 2194)
(3 1) (38) (27) (4)
CATEGORY PURCHASED

Mineral Water 53 51 42 45 11 2 (n = 1917) Daily

Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

(31) (49) (16) (4)

Cooking Oil 59 51 4 34 61 1 (n = 2382)
(4) (32) (63) (1)
Bar Soap 45 45 2 32 66 0 (n = 1848)
(2) (28) (69) (1)
Toothbrush 39 41 2 13 70 15 (n = 1729) Weekly
(1) (11) (73) (15)
Biscuit 50 40 26 46 24 4 (n = 1755)
(26) (39) (30) (4)
Chili Sauce 42 32 5 34 58 3 (n = 1292)
(3) (31) (62) (4)
Hand & Body Lotion - 32 07 84 9 (n = 1606) Monthly
Seasoning (Stock Soup Msg Spices) - 29 25 36 38 1 (n = 1467)
RTD Tea 35 27 41 38 14 7 (n = 1020)
(30) (33) (29) (8) Less than
SCM 37 24 10 48 39 3 (n = 1120)
(5) (46) (46) (3) monthly
Liquid Milk 31 23 31 45 19 4 (n = 948)
(23) (42) (31) (4)
(%2018)

*Among buyer any of 35 Categories 76

Base : All Respondents (n=4283) Source : Q7a, Q7c
 WHAT SHOPPER PURCHASE IN PAST 1 MONTH (2)
Dairy products mostly purchased on weekly basis

P1M (%) Frequency Buying

Ice Cream 30 22 28 43 22 7 (n = 1059)
(22) (39) (25) (14)
Body Wash - 22 1 18 78 4 (n = 1245)
Rtd Coffee 28 21 38 40 18 4 (n = 752)
(29) (34) (31) (7)
CATEGORY PURCHASED

Chocolate 30 21 20 42 29 9 (n = 864) Daily

Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

(17) (36) (35) (12)

Children Milk 25 18 3 41 55 1 (n = 873)
(2) (35) (62) (1)
Energy Drink 14 18 40 32 21 7 (n = 706)
(19) (37) (29) (15)
Margarine 31 17 3 32 58 7 (n = 846) Weekly
(2) (32) (60) (6)
Lipstick - 17 13 65 31 (n = 905)
Baby Diaper 19 15 5 40 54 1 (n = 702)
(8) (39) (50) (2)
Vitamin 12 14 5 27 56 12 (n = 667) Monthly
(4) (21) (55) (21)
Two Way Cake Powder - 14 07 66 27 (n = 667)
Cheese 21 13 4 35 52 9 (n = 639)
(2) (32) (55) (11) Less than
Flavored Water 7 12 30 41 20 9 (n = 599)
(13) (28) (44) (15) monthly
Baby Shampoo - 12 1 14 80 5 (n = 608)
(%2018)

*Among buyer any of 35 Categories 77

Base : All Respondents (n=3557) Source : Q7a, Q7c
 WHAT SHOPPER PURCHASE IN PAST 1 MONTH (3)
Make Up Decorative mostly purchased on monthly basis.

P1M (%) Frequency Buying

Eyebrow Pencil - 11 6 59 35 (n = 580)
Milk Cleanser - 11 1 11 76 12 (n = 538) Daily
Loose / Compact Powder - 11 6 75 20 (n = 563)
Weekly
CATEGORY PURCHASED

Family Milk (Powder Form) 7 10 3 22 73 3 (n = 536)

Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

(0) (26) (69) (4)

Micellar Water - 9 1 10 77 12 (n = 427) Monthly
Mascara - 9 6 60 35 (n = 502)
Less than
Baby Food (Exclude Baby Milk) 13 8 6 48 44 2 (n = 417)
(9) (42) (45) (3)
monthly

(%2018)

*Among buyer any of 35 Categories 78

Base : All Respondents (n=3557) Source : Q7a, Q7c
 WHAT COULD AFFECT THE BRAND CHOICE
COULD COME FROM IN STORE COMMUNICATION
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

TRAFFIC STOPPER PRICE POSTER GONDOLA END WOOBLER LCD SCREEN

DIVIDER/ CROWN PROMO FOOTPATH TOPSIGN / FRONT BANNER HANGING

CARD DANGLER MOBILE

79
 SUMMARY CATEGORY

 Where do shopper’s shop?

SHOPPING BEHAVIOR  Why do they shop there?
 Who are our shoppers?

 How far along do shopper’s plan?

Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

 Is purchase aligned with plan?

SHOPPING PLANNING  When do they consume?
 Do they switch if the product is out of stock?

IN-STORE
 What are best in-store communication methods?
COMMUNICATION

 Do shoppers buy product while on promotion?

PROMOTION  Where are promotions most effective?

80
 SUMMARY CHILDREN’S MILK
 Minimarket for its location
 Hypermarket for quality products
SHOPPING BEHAVIOR  Supermarket for cheaper price
 Planned their purchase on the brand,
SKU, and the amount.
 Supermarket shoppers tend to have
even more detail planning.
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
 Higher brand loyalty as they tend to
SHOPPING PLANNING buy the same brand in another store or
different SKU
 Most influential in-store promotions are
 Gondola end
IN-STORE COMMUNICATION  Stopper
 Purchase on promotion is significantly
higher especially in Super/Hyper
 Promotion most favored is still discount
 Activation from manufacturers are
PROMOTION relatively noted in Hypermarkets
LIQUID MILK
 Almost half of shoppers most often
purchase in MM due to proximity,
quality and product variety.
 Brand loyalty is relatively low
 When experiencing out of stock,
shoppers prefer to look for alternative
brand.
 Higher brand loyalty is seen from
Hypermarket shoppers among others.
 Most influential in-store promotions are
 LCD Screen
 Price Poster
 Liquid Milk is consumed on the
purchase day by almost 90% of its
shoppers, but Hypermarket shoppers
keep their purchased as a stock for
future use
 Promo purchase seen higher in
Supermarket – in direct discount, while
in Hypermarket more purchase in buy
one get one.
SCM
 Minimarket and GT due to proximity
 Hyper due to its variant selection
 Brand planning is high, and low chance
for people to change brands while
shopping
 Shoppers has lower brand switch or
impulse purchase
 GT has the biggest brand decision in
store,
 Minimarket has no brand switcher.
 Most influential in-store promotions are
 Stopper
 Price Poster
 Discount drives SCM bought in
promotion increased from previous year
 PWP is preferred among Minimarket
shoppers
 Special purchase to get the same
product is preferred among
Hypermarket and GT shoppers.
81
 SUMMARY BISCUIT
 Minimarket and GT due to proximity
 Supermarket, Hypermarket and
Convenience Store offers quality,
SHOPPING BEHAVIOR promotion and diverse variant.
 Biscuit shoppers across all channels
mainly planned the category purchased
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
 GT have the more detailed planning into
brand
 Those who only plan category will
consider price and promotion in their
SHOPPING PLANNING brand selection.
 Usually for immediate consumption,
especially MM and GT shoppers, while
Hypermarket is for stocking
 Most influential in-store promotions are
 Price Poster
IN-STORE COMMUNICATION  End Gondola
 The main promotion is discount for
shopper in Hypermarket, however it is
also attractive for minimarket shopper
PROMOTION  When it comes to activation awareness,
SPG is the most known activation
especially in Hypermarket
SNACK
 Minimarket and GT due to proximity
 Supermarket and Convenience Store
offers quality product
 Hypermarket has diverse variant.
 Snack shoppers across all channels
mainly planned the brand purchase
 Minimarket and Convenience have the
most detailed planning
 Usually for immediate consumption,
while a few shoppers in Supermarket /
Hypermarket purchase for stocking.
 Most influential in-store promotions are
 Price Poster (GT)
 Traffic Poster (SU & CS)
 The main promotion is discount for
shopper in Minimarket, Supermarket,
and Hypermarket.
 While CVS shoppers prefer to get price
cut with certain purchase.
ICE CREAM
 Minimarket makes up 59% of most
frequented for purchase
 Hyper due to its variant and
guaranteed quality
 Brand and flavor planning are high
 Impulse buying is also extremely high
and occurs across channels (except
Supermarket and Convenience Store).
 For immediate consumption
 Most influential in-store promotions
are
 LCD Screen
 Price Poster
 Main driver for pre-store selection is
commonly past experience with the
brand, while in-store interaction is
seeing expired date in most of
channels.
 Most purchase is in normal price –
higher than food category in general.
93
 SUMMARY INSTANT NOODLE
 Purchased slightly more by Male
shoppers and also main grocery
shoppers, half of them are 25-44 y.o.
SHOPPING BEHAVIOR  Choose MM for its proximity, quality and
price factor.
 On OOS situation, instant noodle
shoppers loyalty is relatively lower than
general food shoppers’.
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.
 Usually for immediate consumption
SHOPPING PLANNING  Higher ratio of consumption for near
future/ future needs is seen in CVS, HM
and SM.
 Most influential in-store promotions are
 Price Poster
 Gondola End
IN-STORE COMMUNICATION
 HM shoppers have better reception to
PWP promotion
 Quantity discount have better reception
among CVS shopper.
PROMOTION
CHILLI SAUCE
 Minimarket and GT for its location
 Chili sauce shoppers skewed to female
and main shopper.
 Mostly consumed by the whole family.
 Most people plan on brand and pack
type of chili sauce.
 Most planned for future consumption
can be found in Hypermarket &
Supermarket shoppers
 Most influential in-store promotions
are
 Gondola end
 Stopper
 TV ads is the main source of promo
information
 Ads brochure is important for
Supermarket and Hypermarket
shoppers
 Most Convenience shoppers are not
looking for promotion.
SEASONING
 Shoppers are female
 Minimarket and GT due to proximity
 Hyper due to its variant selection and
quality
 There is no brand switch for
seasoning purchase, but high number
on category planning before shopping.
 Shopper is more loyal. When the
product is OOS, they tend to look in
different store or different format.
 Most influential in-store promotions
are (differ across channels)
 Wobblers
 Price poster
 LCD Screen
 Divider
 Lower number of people buying in
promotion, with discount as the main
promotion for purchase.
 GT shopper prefer purchase to get
same/different product, w
 Quantity buy is more preferred among
Supermarket shoppers.
105
 SUMMARY COOKING OIL MARGARINE

 Main shopper is adult female  Shoppers are female, age 35-44, with higher SES AB
 Minimarket and GT for its location  Most frequent place for purchase is GT and Hypermarket
 SPM and HPM for quality guarantee  Minimarket and GT due to proximity
SHOPPING BEHAVIOR  Super/Hyper due to its variant selection

 Planning is very evident for Cooking Oil  Highly planned purchase up to brand, packtype and amount
 Only plan category  Highest loyalty found in GT shoppers
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

 Highest loyalty in Minimarket  Increase in purchasing alternative brand when product OOS
 In-store influence is higher than the pre-store for cooking oil compared to last year
purchase.
SHOPPING PLANNING  GT and Supermarket have relatively higher immediate
consumption, Hypermarket has relatively higher proportion of
future usage

 Most influential in-store promotions are  Most influential in-store promotions are
 Price Poster  LCD Screen
 Gondola End  Gondola End
IN-STORE COMMUNICATION  Stopper  Woobler

 Over 40% purchase cooking oil on promotion, indicating  Only 20% buy during promo—fueled by HPM and SPM
sensitivity to price. shoppers
 Promotion sought after across all channels except GT  Most often OOS Promo is in MM
PROMOTION

117
 SUMMARY MINERAL WATER RTD COFFEE RTD TEA

 Highest purchase from MT and GT  Shopper is usually male  Minimarket and GT due to proximity
driven by quality and proximity  Most often purchase in MM and GT  Super due to quality
 Driven by display or sudden reminder of  Hyper due to variant selection
SHOPPING BEHAVIOR need for product

 Brand and packtype is heavily planned  Relatively high brand planning in MM,  Low brand planned
 Impulse purchase is high, especially in HPM and GT  High impulse purchase and reminder
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

SPM and MM  High impulse purchase is seen in SPM buyers

 Lower brand loyalty and especially so in  Purchased for consumption that day  Shoppers not as detailed as before.
SHOPPING PLANNING SPM  Shoppers jump ship when out of stock More people are planning on amount
& money spend

 In store communication is rather low, in  Most influential in-store promotions are  Most influential in-store promotions
fact, pre-store communication is more  LCD Screen are
relevant – based off past experience  Collar Sign  Price Poster
IN-STORE COMMUNICATION with brand.  Stopper
 Most influential in-store promotions are
 LCD Screen

 Promotion is not too big an influence  Discount most favored, especially in  Low purchase in promo, though
for shoppers HPM significant increase in HYP shoppers
 Largest influence is seen in CVS—  Not many people purchase during driven by price discount
PROMOTION discounted price promotion  Out of stock promo item often in MM
 SPM and GT shopper enjoy getting
same product with purchase

124
 SUMMARY BABY DIAPERS BABY FOOD

 Females aged 25-34  Main user are kids of age 0-3

 Most frequent purchase location is MM
 Aside from proximity, GT is preferred due to
SHOPPING BEHAVIOR cheaper price, while MM is for its quality.
Other MT preferred for its promotion and
lots of variant
 Minimarket & GT due to proximity
 Supermarket due to lot of discount/promo
 Hypermarket with guaranteed quality

 Heavy planning is done as purchase is  Baby food impulse purchase is relatively

usually for stock lower; mostly will purchase the brand as
 Brand loyalty is high as shoppers will find planned.
Copyright © 2017 The Nielsen Company (US), LLC. Confidential and proprietary. Do not distribute.

same brand in different store or either seek
the same brand with different pack size.
SHOPPING PLANNING
 Baby food shopper tends to have more
detail planning
 Highest loyalist proportion is seen in
hypermarket
 When the product is not found, shopper in
minimarket will find the product in another
store more likely.

 Most influential in-store promotions are  Most influential in-store promotions are
 Price Poster  Stopper
 Gondola end  Gondola End
IN-STORE COMMUNICATION  Stopper

 Reactive towards promotions – especially
discount.
 However, almost half of baby diaper
PROMOTION shoppers ever experience out of stock
during promo period.
 Shopper of baby food tend to buy in regular
price, driven by GT shoppers.
 Shopper in Hypermarket has greater
proportion of purchase in promotion.

137
Copyright © 2017 The Nielsen Company. Confidential and proprietary.

14
Copyright © 2017 The Nielsen Company. Confidential and proprietary.
6