AMATIL TOPS INDONESIA RETAILERS SATISFACTION INDEX

Coca-Cola Amatil Indonesia knows how to treat their partners, according to the latest Indonesia Retailer Satisfaction Index 2012, published by MIX-Marketing Communication Magazine and QASA Strategic Consulting. Coca-Cola Amatil Indonesia achieves the highest overall retailer satisfaction in three category; Juice (Minute Maid Pulpy), Green Tea (Frestea), and Isotonik (Powerade Isotonik).

Coca-Cola Amatil Indonesia knows how to treat their partners, according to the latest Indonesia Retailer Satisfaction Index 2012, published by MIX-Marketing Communication Magazine and QASA Strategic Consulting. Coca-Cola Amatil Indonesia achieves the highest overall retailer satisfaction in three category; Juice (Minute Maid Pulpy), Green Tea (Frestea), and Isotonik (Powerade Isotonik).

“There are three principals whom their actions performed in front of retailer’s eyes; number one is those with high Trade Marketing Index, number two is those with high Account Management Index, and number three is those with both, like Coca-Cola Amatil,” the magazine was quoted saying.

‘Those who rule the shelves, rule the buyers (Thomason et al., 2006)’. That statement mirrors the new reality faced by producers in Consumer Goods industry, according to the cover story entitled, ‘What Make Retailers Satisfied?”. The rise of competition and homogeneity of products out there provide bigger opportunity for the retailers to move from one producer to another. This is why the need for producers to build strong relationship with the retailers are important, and the key to strong relationship is none other than to satisfy them.

“The key to winning the competition is to ensure we always deliver our promise to the retailers,” says Bruce Waterfield, Business Services Director Coca-Cola Amatil Indonesia in a written interview with the magazine, “We’re honored to receive this award but this also means that we have to work harder to maintain it.”

When asked about the strategy applied in winning competition among retailers, Bruce answers, “In anything we do, we focus on the customers. We’ve got to listen to the customers, listen to what the market wants. We continue to have attention to detail, be creative, think out of the box to stay relevant with what the market needs.

The survey was done on February-March 2012, with around 1,222 of small retailers in seven big cities; Jabodetabek, Bandung, Semarang, Surabaya, Medan, and Makassar. Small retailers—shops, cigarette kiosks, and wet market—were chosen to represent the survey due to their heavy distribution cycle in traditional trade across Indonesia. The method used was Stratified Method Sampling.