IPC QA Market Overview Indonesia AMDK/BAVERAGE market growth based on data survey, period 2006 – 2011 : 22 % (AVERAGE)
Top 5 growth rank based on category product Baverage/AMDK :
1. Mineral Water 2. Flafor 3. Soft Drink 4. Juice 5. Beer
Top 5 rank based on industrial product AMDK :
NATIONAL LOCAL 1. Danone (Aqua / Vit ) 1. Aguaria ( Semarang ) 2. Coca Cola ( Ades ) 2. Oasis 3. Nestle ( Pure Life ) 3. Rown 88 ( Bandung ) 4. Sosro ( Prima ) 4. Oasis ( Semarang ) 5. Club ( Club ) 5. Axo ( West Java ) • Sales Contribution between Modern Market and Traditional Market : 45 % modern : 55% traditional • Most of AMDK/Baverage Product do Network Distribution Selling System • Market AMDK/Baverage Product Competition: - Design Packaging - Price Strategy - Trade Promo Program - Strong Relationship Retail Market Outlet
Supermarket 1200 45% 0.02%
Mini Market 4,000
Large Provision 80,000 55% 34%
691,000 Small Provision
2,000,000 Warung
Total Outlets 2.77 Million
AROSI O 2 AMDK Product Benchmark SALES PER NUMBER OF COMPANY BRAND SELLING SYSTEM MONTH OUTLET
Danone Vit/Aqua 600.000 Multi Agent System
Sosro Prima 400.000 Multi Agent System
Coca Cola Ades 300.000 Sole Distributor
Rown 88 Rown 88 12 M 20.000 Multi Agent System
Nestle Pure Life 120.000 Multi Agent System
PRICE DJ F 09 DJ F 10 DJ F 12 DJ F 12 Number of transactions Sales Value > 9 mio 12 mio 15 mio 426 mio 20.000 21 mio 27 mio 33 mio 0.5 465 mio 8.7 10.000 - 33 mio 33 mio 33 mio 225 mio 20.000 1.1 9.6 5.000 - 384 mio 405 mio 417 mio 1521 mio 10.000 1.2 4.6 615 mio 552 mio 615 mio 1092 mio 2.500 - 5.000 678 mio 717 mio 852 mio 14.9 792 mio 31.3
1.000 - 483 mio 608 mio 825 mio 342 mio
2.500 22.1 22.4 693 mio 784 mio 929 mio 1.621 mio 500 - 1.000 Note 30.5 : 16.3 • Based on AC Nielsen Data DJ F 12 – Indonesia Urban Grocery • AC Nielsen do not cover small outlet well • Retail Data is not onclude Indomart, Hypermarket and Wholeseller < AROSI O2 INVESTMENT PLAN
TIME SCHEDULE NO DISCRIPTION QUANTITY VALUE
DEC ‘’13 JAN ’14
PRA 50 % DP Management fee & 50 % 1 OPERATIONA 1 100,000,000 50 % 50 % Plant – Dist L WORKING Raw Material, Salary, Incentive & CAPITAL 1,000,000,000 Operational 2 3 MONTHS
PLANT INSTAL 1 Month 100,000,000 3 MENT
COMPANY 3 400,000,000 JAN’14 FEB ‘14 GM , Sales Marketing Mgr & Supe 4 CAR
BEST ESTIMATE No Product SALES HISTORY AVERAGES SALES BATCH RUPIAH GROWTH 1 2 3 4 5 6
7 8 I 9 10 11 12 13 14 i - - Total Vision • AROSI O2 become respected brand in indonesia AMDK product
.Five Years become Top Ten Rank in AMDK/Baverage industry
• To take opportunity of market in Indonesia especially AMDK product
.Support the government program to love and to consume
Indonesia product Mission • To create business low cost high margin • To increase sales triple during 1 – 2 years • To develop strong AMDK product and brand • To develop strong distribution network & system HPP & PRICE
No Product COGS PRICE
DISTRIBUTOR / AGENT CBP
3 4
5 6 7 8
9 10 11
12
13
AVERAGE AROSI O2 Business Strategic Direction GOALS PLANT SALES PROFIT 1. IMPROVE QUALITY 2. MAXIMIZE CAPASITY 1. ANUAL SALES 50 M 1. NETT 15 % 3. IMPROVE PRODUCTIVITY 2. TOP OF MIND 2. COGS 50 % 4. IMPROVE MANAGEMENT 3. 5 YEARS = TOP TEN SYSTEM
R&D MANUFACTURE SALES SERVICES PROMOTION
1. QUALITY IMPROVEMENT 1. GMP & SSOP 1. TERITORIAL COVERAGE SYSTEM 1. SERVICE LEVEL 1. BELLOW THE LINE - PRODUCT QUALITY 2. SOP 2. MULTI AGENT SYSTEM - ON TIME DELIVERY SPG / MERCHANDISING - PACKAGING DESIGN & 3. HACCP 3. SALESMAN EXCLUSIVE GT & MT - BASE ON TERITORY CONTEST DISPLAY 2. TRUCKING POLICY SPONSORSHIP QUALITY 4. ISO 22000 4. COACHING & CONCELLING BANNER / T-SHIRT & OTHERS 2. BRAND AWARDENESS 5. ZERO WASTE 5. PRICE STRUCTURE - GOOD CONDITIONS BAZAR / EVENT - CLEAN 3. COST REDUCTION 6. 2 SHIFT - BY CLASSIFICATION 2. TRADE PROMO - CAR PANEL 4. NPD - MODERN TRADE PRICE - DRIVER & HELPER STANDARD BONUS TARGET QUANTITY 6. NEW INCENTIVE SCHEME 3. FRESHNESS PRODUCT BLACK BONUS PERIOD - VOLUME / VALUE 4. CUSTOMER SERVICE CONTEST DISPLAY - AVAIBILITY 3. COMMUNITY PROGRAM WEB - CALL & EFFECTIVE CALL PESANTREN ACTIVITY 7. SALES TOOLS & UNIFORM AGENT GATHERING 8. SOP & CONTROL GROSIR GATHERING 5. RELATIONSHIP PROGRAM 4. RELAUNCHING 9. WALL REPORT 6. PROGRAM PEDULI AMAZING AROSI O 2
BENCHMARK BENCHMARK BENCHMARK BENCHMARK
BENCHMARK
Aqua/Vit Rown 88 Aqua/Vit Aqua
Avian DJARUM BLACK2 Equil Nestle Pure Life Vit
PERFECT STORE CONCEPT
DISTRIBUTION – DEPTH OF STOCK – DISPLAY / MERCHANDISING SDM TRAINING PROGRAM REWARD & PUNISHMENT PEOPLE CREATE VALUE’S & EXTRA ORDINARY SALES & MARKETING COMMERCIAL POLICY AROSI O2 AGENT GROSIR HORECA MT MT No CHANNEL MANAGEMENT DISTRIBUTOR LARGE MEDIUM CATERING CHAIN INDEPENDENCE 1 PRODUCT SKUS All 4 3 2 1 3 2 SIZE / EFF CALL 25 10 5 1 2 1 3 SALES PERMONTH 100 20 5 2 5 2 s/ BANG OF QUARANTY / TOP 14-28 7 s/d 14 7 s/d 14 14-31 14-32 14-33 5 SUPERVISOR / MANAGER 5 6 CALL CYLLE 8 4 4 2 4 4 7 CALL / DAY 2 5 5 1000% 5 5 EXECUTIVE SALES 8 EFF CALL 100% 80% 80% 70% 100% 80% 9 COVER BY SPV / MGR SLM SLM SLM SLM SLM 10 DISCOUNT 12% 5% 3% 0% 0% 0% 11 DISPENSER YES NO NO YES NO NO 12 POS / POP YES YES YES YES YES YES 13 DISPLAY NO YES YES YES YES YES SALES PROJECTION BY AREA PERIOD : 2014 NO NUMBER AVG SALES TOTAL OUTLET SALES PROJECTION AREA COVER BY Q1 Q2 Q3 Q4 SM 1 SM 2
1 JAK-PUS UTARA SLM
2 JAK-SEL DEPOK SLM
3 JAK-BAR BANTEN SLM
4 JAK-TIM BEKASI SLM
5 BOGOR-SUKABUMI AGENT
6 BDG-TSK-GRT AGENT
7 CRB-TGL-PKL AGENT
8 SOLO-JOG-PWK AGENT
9 SMG-KDS-PATI AGENT
10 SBY-BALI AGENT -
11 SUMATERA AGENT KEY 12 MT ACCOUNT
13 OTHERS AGENT
- SALES PROJECTION BY PRODUCT 2014 SALES PROJECTION NO PRODUCT AVERAGE SALES % TOTAL Q1 Q2 Q3 Q4 SEMESTER 1 SEMESTER 2
SUBTOTAL
9 SUBTOTAL
GRAND TOTAL Success… AROSI O2 Top 5 Rank during 5 Years
