2022 Program Guidelines

Prepared for
 Aggregator of Supermarket

• Exclusive retailer
partner with
sustainable growth &
expansion

• Nationwide Coverage

2022 network coverage = 430 stores

 High Impact & Cost Effective Visibility

Category exclusivity*, mass reach & nationwide coverage

✔

✔ Attribute & benefit communication, enhanced with sensory based

✔ Strategically located at category aisle, at eye level position in primary shelf

*for booking full network & full year

 Type of Visibility Program

• Thematic Campaign Package :

• Visibility focusing to product that had been well distributed prior booking period or
to support specific campaign festivity, POSM will be installed in full network
• Apply for full network, any issues regarding product availability will be converted
into upgraded program (SV Maxi Double Impact or Cross Category)

• NPL Campaign Package :

• Apply for campaign that focus on new product (variant) launch
• POSM will be installed in specific stores with consideration of product listing &
listing progress
 THEMATIC CAMPAIGN PACKAGE
ShelfVision : To communicate brand attributes and benefits, marking the brand
territorial and designated shelf, and shift the consumer focus at the moment of truth
location.
Type of Media Retailer Focus Rate per cycle

ShelfVision Maxi
(430 stores) Rp 440 Mio / cycle

Net Rate to HBI Rp 286 Mio / cycle

Position of Creative :
-Eye level
-In front of the product advertised. If not possible, will be installed in the straight line of the product,
or the nearest possible position, and equipped by a “pointer”
-Size : 20 cm x 35 cm (width x height) x 4 cm (max depth, include sensory enhancement)
 THEMATIC CAMPAIGN PACKAGE
Banner will be placed at end of the category, to enhance brand awareness and
welcome the shopper to the specific category aisle

ShelfVision Banner
(ShelfVision : 430 stores) Rp 588 Mio / cycle
(Banner : 130 stores)

Net Rate to HBI Rp 382,2 / cycle

Position of Creatives
•1st creative will be installed as existing ShelfVision Maxi (size : 20 x 35 cm –pxlx 4cm width (incl sensory
enhancement)
• 2nd creative (banner 20x70 cm), will be installed at the end of category as category divider.
•Banner to be placed according to shopper incoming direction, apply on left OR right side of the ShelfVision
 THEMATIC CAMPAIGN PACKAGE
To allow marketers to highlight & send a more personalized message to shoppers, also
explode brand presence in store at the same time.

CartVision Rp 220 Mio / cycle

Net Rate to HBI Rp 143 Mio / cycle

Position of Creatives
- 1st creative : apply inside and in front of the trolley/cart (2 –two- sides exposure
-Max 30% of total trolley per store / cycle
 THEMATIC CAMPAIGN PACKAGE
Builds category and brand awareness levels in the category aisle

FloorVision Rp 220 Mio / cycle

Net Rate to HBI Rp 143 Mio /cycle

Position of Creative :
• 1 pcs of creative to be placed in front of product shelf or as agreed, facing the shelf
• Size : max 5000cm2 (70x70 cm – length x width , subject to aisle width
 THEMATIC CAMPAIGN PACKAGE
•Commercial airtime in the store to attract consumer attention and increase brand awareness level
• A subconscious way to implant the brand message in consumer’s mind

In Store Audio Ad
Rp 170 Mio / cycle

Net Rate to HBI Rp 120 Mio /cycle

Creative Guidelines :
• 60 sec airtime per hour, according to retailer’s regulation
• Ads will be looping during store operational hours, min 10 hours / day
• Ads will be broadcast 28 days / cycle.
• Proof of installment will deliver in the form of Berita Acara from retailer
 NPL CAMPAIGN PACKAGE
Delivers the proven audio-visual impact of TV immediacy and recency effect, affordability
enables long duration campaign located in consumer’s primetime environment to receive
information

Rate per cycle

Type of Media Retailer Focus To HBI

PRIME CHANNEL
(100 stores)

Rp 250 Mio / cycle

Net Rate to HBI Rp 162.5 Mio / cycle

Position of Creative :
• 1st creative will be installed in front of the product advertised.
• Rate card apply for media placement only, exclude rental fixture (rental unit subject to type of
fixture used)
 VALUE ADDED PROGRAM
Type of visibility that can be customized, according to retailers’ policy & technicality

Others..

Remarks :
• Period availability subject to retailer’s slot & approval.
• Rate card will follow retailer’s rate exclude ASF for BU.
• Strictly no compensation for any delays caused by the client, directly or indirectly.
Early Commitment Program
2022
✔ Better Planning
✔ Stay ahead for 2022 Competition
✔ Great Savings: - enjoy special package rate for Year 2022
bookings

• Priority Bookings: first right for renewal on the same category in 2023 if
you book a minimum of 13 cycles in 2022
• Category exclusivity : First come first served. Block off the
competition by booking full year OR majority cycles this year (within
specific sub-category)
• Early Commitment Cancellation Charges: 100%
o Postponement:
o > 60 days prior to start of cycle - 30% charge
o 60 days prior to start of cycle - 70% charge ECP Confirmation Deadline :
o 30 days prior to start of cycle - 100% charge Nov 30, 2021
• Contracts must be duly signed and endorsed
Early Commitment Program 2022
Calendar Cycle
CYCLE START END
1 3-Jan-2022 30-Jan-2022
2 31-Jan-2022 27-Feb-2022
3 28-Feb-2022 27-Mar-2022
4 28-Mar-2022 24-Apr-2022
5 25-Apr-2022 22-May-2022
6 23-May-2022 19-Jun-2022
7 20-Jun-2022 17-Jul-2022
8 18-Jul-2022 14-Aug-2022
9 15-Aug-2022 11-Sep-2022
10 12-Sep-2022 9-Oct-2022
11 10-Oct-2022 6-Nov-2022
12 7-Nov-2022 4-Dec-2022
13 5-Dec-2022 1-Jan-2023
Early Commitment Program 2022
Category Availability
• Category privileges given to client which book full year OR dominant (min 7 cycles) in 2021, hence
slot availability will be informed on EOM Dec :
• Beverages – RTD Tea & RTD Traditional
• GUM – UHT
• GUM – Premium GUM
• GUM – Mainstream GUM
• Personal care – moisturizer
• Home Care – Floor cleaner; Fabric detergent
• Booking will be based on sub-category basis & first come, first serve basis
• Should booking overlap in term of product display in planogram, priority will be given to brand
with first formal confirmation
• All request to lock sub-category booking will given max 2 weeks time for confirmation. After that,
slot will be re-open & apply first come, first serve basis.
Thank You