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Group MarketingP.1 - 01/2012 Carrefour INDONESIA
Panjang Jiwo Surabaya
2010
2011 Checkout survey
Fieldwork's dates : From 19th to 25th October, 2011
1 751 m2SUPERMARKET
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Group MarketingP.2 - 01/2012 Carrefour INDONESIA
If you have only 5 minutes, read this !
Supermarket : Panjang Jiwo Surabaya
CUSTOMERS PROFILE SHOPPING HABITSInterviewed Store Super Loyalty to Carrefour Store Super
% Female 54% 66% Carrefour main store 64% 43%
Age average 37 33 (Exclusives + Loyals)
Open date 05/2008
Family Competitors visited
Surface 1 751 m2 Number of people 3,9 4,0 Alfamart PRAMUKA 9% 1%
Number of children 0,9 1,3 Carrefour Rungkut 8% 1%
Nb supermarkets : 15 Indomaret RUNGKUT ASRI 6% 0%
SCORE CARD SATISFACTION
TRANSPORT MEAN COMMUNICATION (Super level) Store Super
Super Overall satisfaction 140 119
Store Super Advertising Products shortages 30 55
With car 35% 17% % see, read, listen CRF advertisement 68% Waiting time at checkout 101 116
By motor bike 57% 52% By which channels ? Quality / Freshness 87 103
By bus 0% 14% TV 72% Staffs availability 58 87
On foot 7% 14% Catalog / Leaflet 35% Value for money 132 133
Newspaper 25%
Leaflet reception 67% NPS 32 25
Grocery and Fresh familymonthly spending
1 912 410 1 763 195
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Group MarketingP.3 - 01/2012 Carrefour INDONESIA
Agenda
Purposes and methodology
Transport's means
Customers'profil
Competitors visited
Customers path
Categories : loyalty & image
Communication
(Jakarta) (Bali) (East Java) (Sulawesi)
Kebayoran Denpasar Gunung Agung Malang - Blimbing Makasar-KarebosiMenteng Prada Denpasar Singaraja Malang - Mitra Makasar-Karebosi Link
Meruya (Bodetabek) (Surabaya) (Sumatera)
Tendean Cikarang Jababeka Surabaya-Panjang Jiwo Batam Harbour Bay
(Kalimatan) Pamulang
Pontianak
Indonesia Supermarkets (15 supermarkets)
The Super's results are based on the results of the checkout surveys conducted
in the following stores:
Store's results
Super's results
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Group MarketingP.4 - 01/2012 Carrefour INDONESIA
Purposes and methodology
Transport's means
Customers'profil
Competitors visited
Customers path
Categories : loyalty & image
Communication
Store's results
Super's results
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5/32Group MarketingP.5 - 01/2012 Carrefour INDONESIA
Main purposes
200
They were selected randomly
Quotas per day and per hours brackets were fixed, in order to respect the real customers flow
Customers were interviewed behind the checkout line during a whole week
Better know our customers profile (sex, income level, family situation, etc )
Measure our customers satisfaction all along their visits ("customers path")
Identify which competitors are mostly visited by our customers
Image of each category : prices, choice, quality, waiting time,
Benchmark our overall image versus our main competitors
Collect our customers opinion towards each category on city level
Measure the impact of DM leaflet and other communication tools on our customers
Loyalty level to Carrefour by category
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Purposes and methodology
Transport's means
Customers profile
Competitors visited
Customers path
Categories : loyalty & image
Communication
Super's results
Store's results
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How customers come to the store ?Carrefour Panjang Jiwo Surabaya
Sector
With carBy motor
bikeBy bus By bajaj By becak
By public
motor bike /
ojeg
By taxi By bike On foot Other
35% 57% 0% 0% 0% 0% 1% 1% 7% 0%
29% 62% 2% 0% 1% 0% 0% 2% 4% 0%
17% 52% 14% 1% 1% 1% 1% 0% 14% 0%
YES : -
TOTAL CUSTOMERS
Super
TOTAL CUSTOMERS
2011
NO PASS TOLL
TOTAL CUSTOMERS
2010
29%
62%
2% 0% 1% 0% 0% 2%4%
0%
35%
57%
0% 0% 0% 0% 1% 1%7%
0%
Question : Did you pass by the toll
to come to this Carrefour store ?
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Customer flowCarrefour Panjang Jiwo Surabaya
Store Super
Sample : 259 customers
Sample : 259 customers
Sample : 259 customers
(4 possible answers)
43%39%
10%6%
2% 0%
38%34%
17%
7%2% 2%
None One Two Three Four More than
four
34%
46%
19%24%
55%
21%
Trolley Basket None / Hands
COME WITH NO. OF COMPANIONS
SHOPED WITH
42%
22%
9%
20% 18%
38%
29%
11%
18% 20%
Alone With kid(s) With
teenager(s)
With spouse With adults
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9/32Group MarketingP.9 - 01/2012 Carrefour INDONESIA
Purposes and methodology
Transport's means
Customers profile
Competitors visited
Customers path
Categories : loyalty & image
Communication
Super's results
Store's results
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10/32Group MarketingP.10 - 01/2012 Carrefour INDONESIA
InterviewedCarrefour Panjang Jiwo Surabaya
Store Super
Sample : 259 customers
77%
21%
1%
1%
0%
0%
94%
6%
0%
0%
0%
0%
Indonesian
Indonesian - Chinese
Indonesian - Western
Foreign Asian (Chinese, Japanese,
Indian, etc.)
Foreign Western (European,
American, Australian, etc.)
Other
ETHNIC GROUP
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11/32Group MarketingP.11 - 01/2012 Carrefour INDONESIA
InterviewedCarrefour Panjang Jiwo Surabaya
Store Super
Carrefour Panjang Jiw o Surabaya age average : 37 years old
Sample : 259 customers Sample : 259 customers
Super age average : 33 years old
46%
54%
34%
66%
Male Female
1%
20%
31%
24%
12%
10%
2%5%
23%
34%
23%
10%
4%1%
Less than
18 years
18 - 24
years
25 - 34
years
35 - 44
years
45 - 54
years
55 - 64
years
More than
65
GENDER AGE
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Group MarketingP.12 - 01/2012 Carrefour INDONESIA
FamilyCarrefour Panjang Jiwo Surabaya
Store Super
Sample : 259 customers
Carrefour Panjang Jiwo Surabaya average number of children : 0,9
Super average number of people : 4
Sample : 259 customers
Super average number of children : 1,3
Sample : 259 customers
Carrefour Panjang Jiwo Surabaya average number of people : 3,9
Numb er of maid do you have at your current address
5% 7%
24%
35%
17%
7%
3% 1%
8% 8%
22%
29%
18%
8%4% 4%
1 2 3 4 5 6 7 8+
NUMBER OF PEOPLE
NUMBER OF CHILDREN
NUMBER OF MAID
34%
21%
5%1% 0% 0% 0% 0%
30%
25%
10%3%
1% 0% 0% 0%
1 2 3 4 5 6 7 8+
24%
7%
0%
0%
68%
13%
2%
1%
0%
84%
1
2
3
More than 3
NO MAID
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Group MarketingP.13 - 01/2012 Carrefour INDONESIA
Family : occupationCarrefour Panjang Jiwo Surabaya
Store Super
Sample : 259 customersSample : 259 customers
46%
14%
17%
3%
14%
0%
0%
0%
2%
0%
1%
1%
40%
12%
21%
8%
13%
2%
2%
0%
1%
0%
1%
1%
Private Sector Employees
Entrepreneur
Housewife (with no formal job)
Government Employees
Students
Unemployment / Not working
Daily workers / Blue Collar Workers
Part time workers
Retirement
Farmer
Professional
Others
55%
26%
1%
8%
1%
0%
1%
0%
7%
0%
1%
1%
51%
22%
1%
13%
2%
1%
3%
0%
4%
1%
1%
1%
Private Sector Employees
Entrepreneur
Housewife (with no formal job)
Government Employees
Students
Unemployment / Not working
Daily workers / Blue Collar Workers
Part time workers
Retirement
Farmer
Professional
Others
OCCUPATION OF INTERVIEWEE OCCUPATION of FAMILY'S HEAD
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Group MarketingP.14 - 01/2012 Carrefour INDONESIA
Family : social situationCarrefour Panjang Jiwo Surabaya
Store Super
Sample : 259 customers
Sample : 259 customers
0% 2%6%
34%
8%
42%
8%
1%4%
10%
46%
10%
26%
3%
No went to
school
Elementary
School
graduated
Junior High
School
graduated
High
School
graduated
College
graduated
University
graduated
Post
graduate
EDUCATION of FAMILY'S HEAD
GROCERIES & FRESH
FAMILY MONTHLY SPENDING
0%
9%
10%
19%
17%
19%
27%
1%
9%
12%
20%
22%
18%
18%
Less than Rp
200,000
Rp 200,001- Rp
700,000
Rp 700,001- Rp
1,000,000
Rp 1,000,001- Rp1,500,000
Rp 1,500,001- Rp
2,000,000
Rp 2,000,001- Rp
3,000,000
Above Rp 3,000,000
High class
Medium
class
Low class
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Group MarketingP.15 - 01/2012 Carrefour INDONESIA
FamilyCarrefour Panjang Jiwo Surabaya
SectorLow clas s Medium clas s High class
1 or 2 persons
in family
3 or 4 persons
in family
5 persons and
more
20% 35% 45% 13% 59% 28%
22% 42% 36% 16% 51% 33%OTAL CUSTOMERS Super
TOTAL CUSTOMERS2011
20%
35%
45%
13%
59%
28%
SES X SECTOR FAMILY NUMBER X SECTOR
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Group MarketingP.16 - 01/2012 Carrefour INDONESIA
Purposes and methodology
Transport's means
Customers profile
Competitors visited
Customers path
Categories : loyalty & image
Communication
Super's results
Store's results
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Group MarketingP.17 - 01/2012 Carrefour INDONESIA
Stores visited by interviewedCarrefour Panjang Jiwo Surabaya
Store
Super
Traditional Trade :
Repartition of customers
Exclusives, Loyals, Occasionals
Base : 259 customers
Base : 259 customers
45%
8%
6%
6%
5%
4%
3%
3%
3%
3%
3%
2%
Carrefour
Rungkut
Indomaret
INDOMART
RUNGKUT ASRI
Alfamart Others
Carrefour
Kalimas
Giant Maspion
Indomaret
INDOMART
NGINDENIndomaret
INDOMART
SEMOLOWARUIndomaret
INDOMART
TENGGILIS
Indomaret
Others
BILKA Surabaya
2
Barata Surabaya
LOYALTY TOCARREFOUR
COMPETITORS VISITED
(multiple answers)
9% 33% 57%
10% 54% 36%Carrefour Panjang
Jiwo Surabaya
Supermarkets
Exclusives : Carrefour is their unique store for food shopping
Loyals : They go to Carrefour as main store, but also shop elsewshere
Occasionals : Carrefour is not their main s tore, they go to another first
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Group MarketingP.18 - 01/2012 Carrefour INDONESIA
Channels visited by interviewedCarrefour Panjang Jiwo Surabaya
2011
2010
2009
How often do you go to ?
YES Sample
2011 79% 259
2010 88% 204
2009 83% 601
2011 46% 259
2010 70% 204
2009 73% 601
2011 -
2010 -
2009 -
2011 93% 259
2010 100% 204
2009 89% 601
2011 31% 259
2010 47% 204
2009 44% 601
Do you go to ?
NO QUESTION
WET MARKET
MINI MARKET
HYPERMARKET
FRESH MOBILE
SUPERMARKET
45%
22%
51%
0%
31%
13%
61%
16%
21%
14%
0%
22%
19%
22%
22%
13%
0%
44%
55%
17%
36%
22%
0%
4%
13%
0%
72%
26%
54%
35%
65%
0%
61%
0%
1%
5%
19%
17%
24%
6%
0%
17%
0%
1%
1%
13%
10%
31%
2%
0%
5%
0%
25%
33%
42%
19%
11%
26%
0%
17%
> once a week once a week < once a week if needed
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Group MarketingP.19 - 01/2012 Carrefour INDONESIA
Purposes and methodology
Transport's means
Customers profile
Competitors visited
Customers path & NPS
Categories : loyalty & image
Communication
Super's results
Store's results
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Group MarketingP.20 - 01/2012 Carrefour INDONESIA
How to read the customer's route main page ?
2011
SCORE2010 vs 2010
City/Super
average
vs
City/SuperBest store
Best
score
Overall satisfaction 196 230 170 JAccess to store 214 210 = 170 J
Car park 132 133 = 137 =etc. 179 115 250 L
Satisfaction scale
Store's Score
Colour for score's understanding : see definition next page
2010 store's code
Symbol to show gap between 2011 and 2010 store's score
or : Gap from 25 points or more vs 2010 resultAverage score for all stores of Bench (City for hypermarkets, total Super for supermarkets)
Symbol to show gap between store's score and bench's score (City or Super)
J orL : Gap from 25 points or m ore vs Bench result (City or Super)Store in Bench (City or Super) having the best score in the studied criteria
Score of the best store in Bench (City or Super)
In general, do you feel very satisfied, somewhat
satisfied, somewhat dissatisfied or very
dissatisfied w ith this Carrefour s tore in the
following criteria ?
-20%
-4%
-15%
-9%
-10%
0%
-2%
0%
30%
31%
38%
30%
40%
65%
45%
61%
% very dissatisfied -600
% Somewhat dissatisfied % Somewhat satisfied
% Very satisfied 300= + + +
1 2 6 7 8 9
3
2
8
9
% very dissatisfied
% Somew hat dissatisfied -200 % Somew hat satisfied 100
3
% Very satisfied
7
1
4
5
4 5
6
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Group MarketingP.21 - 01/2012 Carrefour INDONESIA
Score interpretation
SCORE BRACKET ACTION
DANGERVery unsatisfactory score
-600
ACCEPTABLEAcceptable score,
evolution to control
+50
ALERTUnsatisfactory score
0 TO ACT ON PRIORITY
TO MAINTAIN+175
TARGETVery good score
+125
+300
EXCELLENTExceptional score
TO CONSOLIDATE
Each score is
qualified in a score
bracket according
to the scale below
Customer's route summary
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Group MarketingP.22 - 01/2012 Carrefour INDONESIA
Carrefour Panjang Jiwo Surabaya
Store's
SCORE2010 vs 2010
Super
averagevs Super B est st ore o f Super
Best score
of Super
Overall satisfaction 140 133 = 119 = Singaraja Denpasar 149
Car park 0% 178 163 = 118 J Pamulang 200Store's cleanliness 0% 152 168 = 137 = Mitra Malang 186
Trolleys 0% 151 139 = 128 = Singaraja Denpasar 193
Access to store 0% 150 127 = 129 = Singaraja Denpasar 165
Value for money 0% 132 121 = 133 = Singaraja Denpasar 180
Atmosphere 0% 117 146 123 = Singaraja Denpasar 167
Shopping mall 0% 112 132 = 101 = Singaraja Denpasar 146
In store staff's friendliness 0% 106 138 123 = Mitra Malang 175
Waiting time at the checkout 0% 101 125 = 116 = Pamulang 172
Choice in non-food 0% 98 84 = 97 = Singaraja Denpasar 165
Price labels location 0% 97 68 79 = Singaraja Denpasar 145
Cashiers friendliness 0% 95 147 138 L Mitra Malang 188
Easiness to locate products 90 67 = 90 = Singaraja Denpasar 161
Price level 90 84 = 98 = Singaraja Denpasar 147
Choice in food 89 85 = 104 = Singaraja Denpasar 170
Quality / freshness 87 96 = 103 = Singaraja Denpasar 160
Price errors 85 83 = 91 = Singaraja Denpasar 161
Staffs availability 0% 58 123 87 L Gunung Agung Denpasar 145
Availability of leaflets promotions 0% 50 40 = 68 = Singaraja Denpasar 152
Products shortages 30 53=
55 L Singaraja Denpasar 160
In store circulation 7 142 76 L Singaraja Denpasar 170
Customer s route summaryDecreasing score satisfaction level ranking
Supermarkets = 15 stores
74%
54%66%
70%
73%
72%
84%
83%
76%
70%
78%
59%
71%
63%
70%
75%
71%
67%
71%
69%
57%
61%
24%
43%31%
28%
26%
23%
13%
14%
16%
19%
13%
24%
19%
22%
16%
14%
16%
17%
11%
11%
14%
10%22%
26%
17%
15%
16%
11%
11%
14%
12%
7%
17%
8%
10%
6%
3%
2%
5%
1%
2%
3%3%
1%
7%
3%
3%
3%
0%
2%
1%
0%
3%
3%
0%
1%
1%
1%
1%
0%
0%
0%
0%
0%0%
1%
Very
satisfied
Somewhat
satisfied
Somewhat
dissatisfied
Very
dissatisfied
Satisfaction scale
J orL : Gap from 25 points or more vs B ench result (City or Super)
or : Gap fro m 25 points o r more vs 2010 result
Colour indicates
score's bracket
EXCELLENTDANGER
+300-600 0 +50 +125 +175
STANDARDALERT TARGET
Satisfaction score's scale
C t ' t
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Group MarketingP.23 - 01/2012 Carrefour INDONESIA
Carrefour Panjang Jiwo Surabaya
Choice in food
Store's
cleanliness
In storecirculation
In store staff's
friendliness
Cashiers
friendliness
Waiting time atthe checkout
Value for money
Quality /freshness
Choice in non-
food
Customer's route summary
Products
shortages
Easiness to
locate products
Price level
Car park
Trolleys
Access to s tore
Overall
satisfaction
Availab ility of
leaflets
promotions
Shopping mall
Atmosphere
Price labels
location
Price errors
Staffs availability
140127
150
139 163 178
122 132112
135 146117
155168
152
30
53
30
906780
908490
78 85 89
87 84 98
121132
96 87
60
4050
8868
97
85 83 85
91
123
58
117138
106
134 147
95
107125
101
119 133 140
129139
151
118 142
7
2009 20102011
EXCELLENT DANGER
-600+300 +175 +125 +50 0
STANDARD ALERTTARGET
Satisfaction score's scale
Net Promoter Score (NPS)
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Group MarketingP.24 - 01/2012 Carrefour INDONESIA
Net Promoter Score (NPS)Carrefour Panjang Jiwo Surabaya
How to calculate your score
To calculate your Net Promoter Score (NPS), take the percentage of customers who are Promoters and subtract the percentage who are Detractors.
" Would you recommend this Carrefour store in general to a relative or friend or acquaintance? Please answer by giving a
grade between 0-10 where 0 means I would certainly NOT recommend and 10 I WOULD certainly recommend.
Sample : 259 customers
NPS
31,7
% Promoters
(8 through 10)NPS% Detractors
(0 through 6)= -
48% 17%=
=
0 1 2 3 4 5 6 8 9 107
Neutral PromotersDetractors
Not at all
likely
Extremely
likely
17% 48%
-
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Group MarketingP.25 - 01/2012 Carrefour INDONESIA
Purposes and methodology
Transport's means
Customers profile
Competitors visited
Customers path
Categories : loyalty & image
Communication
Super's results
Store's results
How to read the categories main page ?
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Group MarketingP.26 - 01/2012 Carrefour INDONESIA
How to read the categories main page ?
Sample vs 2010 SCORE vs 2010
3% 825 162
1% 786 160 =
2% = 160 =
% of customers who declares "I do not use / consume this kind of products"
Loyalty scale : Super
Number of customers using or consuming products
Symbol to show gap between 2011 Super's % 'Always or mainly in Carrefour' and 2010 Super's % 'Always or mainly in Carrefour'
or : Gap 5 points vs 2010 result
Satisfaction scale Super
Super's Score"
Colour for score's understanding : see definition in customer route part
Symbol to show gap between 2011 and 2010 Super's score or : Gap 25 points vs 2010 result
Average of all ca tegories of Fresh (8 categories ) and Grocery (14 categories)
FRESH average
FRUITS
etc.
-7%
-14%
-6%
-1%
-1%
-2%
49%51%
57%52%
51%53%
43%
28%
42%-7%
-14%
-10%
-1%
-2%
-1%
39%
32%
38%
55%58%
26%44%
43%55%
38%33%
43%38%
30%28%
31%
27%
9%
17%
18%
7%
% More of ten elsewhere % Never in Car refour % Alw ays or mainly in Carrefour
% More of ten elsewhere % Never in Car refour % Alw ays or mainly in Carrefour2010
% Somew hat dis satis fied % Somew hat satis fied% very dissatisf ied % Very satisfied
% Somew hat dis satis fied % Somew hat satis fied% ver dissatisf ied % Ver satisfied2010
% very dissatisfied -600 % Very satisfied 300= + + +% Somew hat dissatisfied -200 % Somew hat satisfied 100
When you buy Fruits, do you buy it always o r
mainly in Carrefour, more often elsewhere or
never in Carrefour ?
Do you feel very satisfied, somewhat satisfied,
somewhat dissatisfied or very dissatisfied with
this department in general ?
1 2 3 4 5
6
7
9
1
2
3
5
6
7
9
4
8
8
FRESH CATEGORIES : loyalty rate and satisfaction score (Super level)
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Group MarketingP.27 - 01/2012 Carrefour INDONESIA
FRESH CATEGORIES : loyalty rate and satisfaction score (Super level)
Sample SCORE 2010 vs 2010
0% 3543 126 116 =
2% 3484 = 88 56
1% 3507 142 126 =
3% 3428 = 76 45
5% 3347 82 41
2% 3481 = 69 40
20% 2847 81 63 =
20% 2831 85 57
94 68
Poultry
Meat
Supermarkets
FRESH average
Bakery
Vegetables
Fruits
vs 2010
Fish & seafood
Take away ready to eat food
Dine in ready to eat food
52%
43%
17%14%
63%
50%
14%
11%
16%11%
8%
26%
20%
26%
15%
28%22%
29%
39%
33%38%
25%
34%
32%
34%
28%34%
31%36%
29%
35%
30%
36%
30%36%
18%
50%49%
12%
16%
54%
54%
55%54%
57%
45%
44%
44%
49%
42%43%
7%
18%
61%
0%
1%
1%2%
0%
1%
1%
1%2%
2%
1%
2%
1%
2%
1%2%
6%
9%
11%18%
5%
8%
13%
12%21%
13%
12%
16%
12%
18%
11%
69%
65%
73%69%
66%
64%
75%
69%
75%68%
75%69%
75%
70%
73%
71%
73%68%
24%
25%
15%12%
29%
27%
11%
9%
12%
10%
12%
12%
14%
10%
16%14%
2%
2%
20%
20%
16%
9%
9%
LOYALTY TO CARREFOUR BY
CATEGORY
I do not use / consume this kind of products
SATISFACTION SCORE TO CATEGORY
Very
satisfied
Somewhat
satisfied
Somewhat
dissatisfied
Very
dissatisfiedAlways or mainly
in Carrefour
Mo re often
elsewhere
Never
in Carrefour
EXCELLENTDANGER
+300-600 0 +50 +125 +175
STANDARDALER T TA RGET
Satisfaction score's scale
2011
2010
GROCERY CATEGORIES : loyalty rate and satisfaction score (Super level)
-
7/28/2019 i dont think so
28/32
Group MarketingP.28 - 01/2012 Carrefour INDONESIA
GROCERY CATEGORIES : loyalty rate and satisfaction score (Super level)
Sample SCORE 2010 vs 2010
51% 1738 = 128 122 =
10% 3175 113 96 =
6% 3338 131 120 =
1% 3515 156 142 =
1% 3524 149 131 =
56% 1564 120 106 =
13% 3093 116 101 =
0% 3540 156 129
0% 3545 168 157 =
0% 3551 171 160 =
0% 3544 157 154 =
1% 3534 162 146 =
12% 3137 99 82 =
1% 3518 124 79
139 123 =
Cooking oil
Beverages
Supermarkets
GROCERY average
Dairy products
Processed food (incl. frozen)
Baby milk
vs 2010
Diapers
Cosmetics
General grocery
Detergent
Shampoo and conditioner
Soap
Cleaning products
Vitamin
Eggs
54%51%
43%34%
58%47%
70%57%
62%53%
48%
43%36%
65%50%
80%68%
82%70%
78%67%
77%64%
30%21%
37%26%
59%49%
20%28%
30%38%
28%32%
23%34%
25%29%
21%27%
30%38%
24%34%
15%24%
15%24%
26%
18%26%
28%37%
32%38%
23%31%
20%
27%28%
14%21%
7%9%
13%18%
30%
28%26%
11%16%
4%
3%
5%
5%
41%
31%36%
20%
43%
17%
8%
6%
7%
10%
30%
26%
17%
42%
1%
0%1%
0%1%
0%1%
0%1%
1%1%
0%1%
0%0%
0%0%
0%0%
0%0%
1%1%
0%1%
6%12%
4%8%
3%5%
4%7%
8%
8%11%
3%7%
2%4%
2%4%
2%4%
2%6%
8%13%
5%8%
64%62%
76%70%
72%68%
64%65%
66%63%
64%63%
70%68%
65%66%
61%61%
60%60%
66%63%
64%62%
75%72%
70%69%
67%65%
28%28%
17%18%
23%24%
33%30%
31%29%
27%24%
22%20%
32%27%
37%35%
38%37%
32%34%
34%32%
15%14%
23%15%
28%26%
0%
1%
1%
1%
1%
7%
8%9%
14%
11%
LOYALTY TO CARREFOUR BY
CATEGORYI do not use / consume this kind of products
SATISFACTION SCORE TO CATEGORY
Very
satisfied
Somewhat
satisfied
Somewhat
dissatisfied
Very
dissatisfiedAlways or mainly
in Carrefour
Mo re often
elsewhere
Never
in Carrefour
2011
2010
EXCELLENTDANGER
+300-600 0 +50 +125 +175
STANDARDALER T TA RGET
Satisfaction score's scale
-
7/28/2019 i dont think so
29/32
Group MarketingP.29 - 01/2012 Carrefour INDONESIA
Purposes and methodology
Transport's means
Customers profile
Competitors visited
Customers path & NPS
Categories : loyalty & image
Communication
Super's results
Store's results
Advertisement (Super level)
-
7/28/2019 i dont think so
30/32
Group MarketingP.30 - 01/2012 Carrefour INDONESIA
( p )Carrefour Panjang Jiwo Surabaya
upermar ets
2011 2010
Sample : 3 554 customers
For promotion, which media that you think is most appropriate for your shopping?
Sample : 2 428 customers having seen, read or listened a Carrefour advertisement
Sample : 3 554 customers
By w hich means you have recently seen, read, or listened to
advertisement for Carrefour?Have you recently seen, read or listened to any advertisement for Carrefour ?
(5 possible answ ers)
76%
24%
68%
32%
Yes No
72%
35%
25%
14%
5%
2%
1%
1%
1%
63%
30%
23%
27%
7%
0%
5%
2%
1%
TV
Catalog / Leaflet
Newspaper
Poster on the
road
Radio station
Website
Friend / Word of
mouth
Carrefour Radio
In store TV
SEEN, READ, LISTEN BY WHICH CHANNELS ?
MOST APPROPRIATED MEDIA FOR PROMOTIONS
43%30%
14%4% 2%
51%
27%14%
3% 1%
TV Catalog / Leaflet Newspaper Poster on the
road
Magazine
Leaflet (Super level)
-
7/28/2019 i dont think so
31/32
Group MarketingP.31 - 01/2012 Carrefour INDONESIA
( )Carrefour Panjang Jiwo Surabaya
Supermar ets
2011 2010
And what do you generally do with the leaflet of carrefour ?
Base : 2 381 customers
Base : 3 554 customers
Base : 2 381 customers
Do you come to Carrefour with the intention to buy one product or more,
promoted in the leaflet ?
Do you get the Carrefour leaflet ? (2 possible answ er) Do you use Carrefour leaflet to compare the prices and offers of
Carrefour and other chains ?
Base : 2 381 customers
LEAFLET COMPARE PRICES
6% 7%
25% 27%
37%
4% 6%
31% 29%33%
Yes, regulary at home Yes, from time to
time at home
Yes, regulary at store
entrance
Yes, from time to
time at sto re entrance
No, never
USE OF THE LEAFLET
39%
32%
17%
4%
2%
43%
27%
19%
5% 3%
I look througt it I compare the price I just look through it I read all pages I keep it
39%
49%
13%
34%
50%
16%
Yes, regularly Yes, f rom time to time No never
INTENTION TO BUY
37%
54%
9%
32%
56%
11%
Y es, regularly Y es, f rom time to time No, never
Newspaper / TV (Super level)
-
7/28/2019 i dont think so
32/32
Group MarketingP.32 - 01/2012 Carrefour INDONESIA
Carrefour Panjang Jiwo Surabaya
upermar ets
2011 2010
Sample : 3 554 customers
What TV channels do you usually w atch ?What newspapers do you usually read ?
Sample : 3 554 customers
NEWSPAPERS READEN TV CHANNELS WATCHED
24%
21%
19%
12%
9%
6%
6%
4%
4%
4%
14%
23%
16%
3%
8%
2%
9%
13%
2%
9%
Kompas
Jawa Pos
None
Fajar
Bali post
Tribun Timur
Surya
Batam post
Pos Kota
Pontianak post
53%
48%
37%
32%
28%
23%
20%
20%
15%
8%
55%
52%
35%
24%
23%
30%
15%
21%
4%
9%
RCTI
SCTV
Trans TV
Trans 7
Indosiar
TV One
Global TV
Metro TV
MNC
ANTV