Retail Branding

Guidance
08 June 2022
Background
& Objective ▪ Our POSM doesn’t last long in the retailer store since
previously we don’t have merchandiser
▪ Other operator give compensation for POSM
installation

▪ To increase visibility in massive way to create market

push
▪ To have consistency in strategic branding & quality
interface in all point of sales by optimize branding
visibility on retail store

2
 Retail Branding 2022 Pillars
Mandatory Aggressive Massive

Must have material Retail program Paid Commitment based

to win point of sales visibility to ensure consistency for branding sustainability

Poster ▪ Public Area Branding ▪ Paid Commitment Stores

Sticker KPK ▪ Retail Branding ▪ Merchandiser (Under Sales)
Shelftalker 100%
Competition (3 months) - CANCELLED
KPK Hanger
Sticker Etalase ▪ Mystery Shopper - DONE
Menu Card 80%
Shopblind 40%

Regular Monthly Research Report (AC Nielsen)

Retail Visibility, Frontliner Recommendation & Product Distribution
 KPI Retail Branding 2022

Retailer Branding Paid Commitment

Must Have Public Area Branding Mystery Shopper Branding
Competition

Poster Total retailer Total retailer

Sticker KPK stores (@30 stores
Shelftalker 100% Mandatory Branding X stores for total 20 Reach 1% from total Participants
KPK Hanger Network Capacity branches) in NTL RR / branch based on submit by each
Sticker Etalase ▪ Low Site (submit by each budget distributions region (Total
Menu Card 80% ▪ Medium Site branch) x NTW 1.500
Shopblind 40% area mapping stores) –
Mandatory RR Wallpaper/ Vinyl
Branding Branding
CANCELLED DONE

RR Covered 80% / Branch Traffic Growth 3% 30 stores / Branch 1% RR / Branch 1% RR / Region

S&D Brandcomm
1. Mandatory : Retailer Branding Must Have Materials

Step 1 Step 2 Step 3

Interruption Influencing Assurance

Long Distance Visibility Medium Visibility Close Interaction

When consumers When consumers When consumers

passing by road area in front of the store inside the stores
(Public Area & Front Store ) (In Store) (In Store)

▪ Shelf talker
Shop blind ▪ Poster ▪ Sticker Etalase
with store’s name ▪ KPK Hanger ▪ Menu Card
▪ KPK Sticker

The right medium & content placed at the right strategic contact point
2. Aggressive : Retailer Branding Regular Programs
Public Area
Branding
▪ Elaborate any branding
opportunity for spreading
visibility & cost efficiency
▪ Communicate product priority
focus with general message
for long term period branding
▪ Placement at strategies area
with high traffics consumer /
audience
▪ Street Banner
▪ Round Tag
▪ Baliho
Retail Branding
Competition
(3 months)
▪ Mandatory branding within
period
▪ Weekly posting in owner’s
socmed + Hashtag
▪ Winner eligible if branding
remain stay during period
and minimum threshold for
UTR
CANCELLED
Monthly Mystery
Shopper
▪ Every last week of the
month period announced
in RITA Apps
▪ Random Mystery Shopper
to see branding elements
& FL recommendation
▪ The winner eligible for
cash money prize on the
spot
DONE
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3. Massive : Long Term Commitment Based

Regular market visit to have overall audit end to end to optimize retail function
as influencing point of sales

Paid Commitment Merchandiser

▪ The store owner Dedicated MD under MP3 to

commitment for the
branding (Vinyl Wallpaper)
▪ Monthly rent payment to the
store for mandatory POSM
material
manage end to end retail
management (from FL
Training up to branding)
Covered by Trade)

Adding the stores gradually to increase massive visibility

7
POSM Installation Guidance
Mandatory Branding
Long Distance Visibility
Medium Visibility
Close Interaction
1. Shopblind
2. Poster
3. Sticker KPK
4. Shelf talker
5. Sticker Etalase
6. Menu Card /Flyer
7. Hanger KPK
POSM Installation Guidance
Paid Commitment Branding
Wall branding

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 Thank you

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