For the Second Time, Coca-Cola Amatil Indonesia Gives the Best Performance to Their Retailers

The role of retailers in product distribution chain is not a small matter. Not only serves as a point of sale, retailers nowadays serve as brand communications agency to our consumers. A satisfied retailer could even serves as a brand evangelist.

The role of retailers in product distribution chain is not a small matter. Not only serves as a point of sale, retailers nowadays serve as brand communications agency to our consumers. A satisfied retailer could even serves as a brand evangelist. This year, for the second time Coca-Cola Amatil Indonesia proven to provide satisfactory service to the retailer, based on the results of Indonesia Retailers Satisfaction Award 2013, published by MIX-Marketing Communication Magazine, in collaboration with QASA Strategic Consulting. Coca-Cola Amatil Indonesia achieve the highest satisfaction index retailer in two categories; Juice (Minute Maid Pulpy Orange), and Isotonic (Powerade Isotonic). The award was accepted by Amrapel Situmorang, West Java Regional Sales Director, at Thamrin Nine Ballroom,
July 23, 2013.

'Retailer’s decisions about the brand can influence the performance of the brand (Buchanan et al., 1999)'. This statement reflects the new realities faced by consumer goods manufacturers. This is what MIX’s trying to disclose in their main rubric entitled, 'Brand Advocacy by Retail Salespeople.' Sales persons at the retailer’s shops play a very important role in influencing consumer on their choice and purchasing decisions. When the retailer satisfied with the service of their distributor, it is most likely they will actively help promote or offer the brand to consumers.
 
To determine the extent to which the level of satisfaction in Indonesian retailer of services provided by the brand owner, in May 2013, a survey was conducted in 1435 retailers (retail stores, shopping stalls, cigarette kiosks, and wholesalers), spread across seven major cities in Indonesia: Greater Jakarta, Bandung, Semarang, Yogyakarta, Surabaya, Medan, and Makassar. Three variables were measured in this survey, which are: product, service, and principals’ support for in-store promotions. The method used was Stratified Sampling Method.