RMM22_Eng Version_v8.0(Final)

Transcription

TINJAUAN
RUNCIT MALAYSIA MAGAZINE ISSUE 22
Runcit Malaysia has now reached the 22nd issue and we wish to thank you all for the support. We hope to
continue serving you with good articles to increase your knowledge and enlighten you with what is new in the
traditional trade.
In this issue, the main article focuses on distribution. Distribution as we all know
is an important part of the supply chain and though it is not new to us, we wish to
highlight the common issues that you face with your distributors. We also
suggested some useful tips to help improve your relationship with your
distributor. This will indirectly help you grow your business and understand the
distribution process better.
Do also read our Operasi article on in-store signages. This article is useful for
you to understand the importance of signages in your shop and there is also a
section on the do's and don'ts of labelling products. Also in this issue is Pak
Runcit's words of wisdom for potential champion retailer a must read for selfimprovement. I hope these interesting articles will benefit you and help you
develop your business.
Recently, we visited Julie’s (Perfect Food Manufacturing) in Melaka. We were very
impressed with the cleanliness that also emphasizes on the environment. The comfortable and peaceful
surrounding enables the staff to work conducively and happily. Indeed, Julie’s factory should be an example
to all the other factories out there. Happy reading!
RENCANA
DISTRIBUTION: THE LIFELINE
Any business needs two basic things to survive: customers and products. Products do not show up
just like that. The process involved before it arrives at your shop is crucial and if not done
accordingly, could be damaging to your business.
Distribution, as you know it, is a vital part of any retail business because distribution helps you get your
products so that you could sell it to consumers. Distribution is performed by a team of distributors who are
appointed by the manufacturers. So essentially distributors represent the manufacturers in the supply chain
to not only deliver the products to you but also to ensure smooth flow of those products. Distributors surely
add efficiency to the whole process, as it is difficult to supply products without someone to monitor the flow
and keep track of the product distribution. There are only two types of products, ambient and non-ambient
products. Ambient products are products that could be
stored in room temperature for example biscuits, can food,
etc. However, non-ambient products are chilled products
eg ice creams, chilled drinks, etc.
Distribution could benefit you in many ways because this
will help you get your products on time and you also get a
reasonable price for your goods provided you buy from the
right supplier. Distribution is the key success of any
business, which is also the reason why the right strategies
have to be effectively organised, however as a retailer
there are many ways to make the best out of your
distributor to ensure desired results.
RENCANA
12 THINGS DISTRIBUTORS DO
A role of a distributor is mainly to distribute products but today, distributors play many roles in
ensuring the products that come under their charge are well distributed and represented in the
market place.
1. The different channels of outlets are to be regularly serviced, with the establishment of a fixed itinerary,
call rate and call cycle
2. Handle and attend to complaints in the trade and to provide good after sales service.
3. Maintain a high standard of display and merchandising works at all times.
4. Maintain stock hygiene in the trade
• Replace or exchange all the damaged stocks, which are not in a saleable condition
• Take back all the expired or near to expiry stocks (Trade Returns)
• All the stocks that are offered for sale is clean and presentable
• Check and to conduct stock rotation, incorporating the first in, first out policy (FIFO) in the display
area, as well as in the warehouse
• Continuity of stock supply.
5. Ensure that the stocks do not run out at any one time.
•
Sell in the right quantity to the right outlet.
•
Ensure there is volume and assortment.
6. Extend credit to those outlets that are credit worthy and for the smaller retailers, to sell on a cash basis.
•
For those outlets that buy on credit terms, to ensure their bills are settled promptly, so that it will not
affect the replenishment of the stocks.
7. Provide good Customer Service to the outlets and to attend to their problems/enquiries promptly.
8. Ensure a prompt delivery service to all the outlets.
9. Provide a team of well-trained Sales force and
Merchandisers to regularly service the outlets.
10. Provide market feedback to the Brand Owners,
including the close monitoring of all competitors'
activities.
11. Responsible for the successful execution of all
promotional plans and to see to the achievement of the
sales and whatever businesses objective that have
been set by the Brand Owners.
12. Have in place a good Administrative/IT support system.
(Data collation/Reports).
RENCANA
COMMON DISTRIBUTION ISSUES
A lot of retailers think that by selling their product in to the distribution channel, their role in the matter has
come to an end and they no longer have to do any work. But in order to be effective, it is vital for retailers to
take a market-oriented approach and manage every level
of their product’s distribution until it arrives at the end
user. However due to lead times being shortened and
the fact that distribution is almost the last part of the
supply chain, problems do occur. Problems like
response time, product variety, product availability, order
visibility, return ability, etc, could affect the distribution
part of a supply chain. In this issue we would like to
highlight some common issues that retailers face with
their distributors and give some useful tips on how to
solve those problems.
Distributor does not show up
Why:
• Payment problem
• Change in the coverage.
Solution:
• Ensure payment on time
• Make sure you increase enough stock to tie you
over.
Distributors do not bring the right amount of goods
ordered
Why:
• Stock out, wrong delivery at the warehouse
Solution:
• Check your goods thoroughly before you sign on delivery order.
• If the products are short, write comments on the document.
• If the item you ordered is incorrect, you can reject the item.
Delay in payment issues
Why:
• The stock are still left unsold
Solution:
• If you buy new products, it is recommended to buy trial quantity as opposed to having extra stock
and not exchangeable.
Products not available
Why:
• Out of stock
Solution:
• Buy from other wholesaler or van operator.
Can't return products that are not sold
Why:
• Policy of distributor
Solution:
• Make sure from the start the goods bought are returnable and exchangeable. Buy in small quantity
and replenish when stocks are low.
RENCANA
KEY POINTS TO ENSURE A GOOD RELATIONSHIP WITH YOUR DISTRIBUTOR
1. Always make sure you have good knowledge of the products you ordered and the area of your
clientele base.
2. Bear in mind the coverage and the call cycle of the suppliers.
3.
Note the call frequency of the suppliers. This would help avoid being caught in an out-of-stock
situation.
4. Always remember the type of repeat purchase that is required and the order turnaround time.
5. Remember to check your products and leave a comment on the delivery order form in case of any
mistake or defect items.
6. Take into consideration how fast your products sell. Order regularly if you have to.
7. Always ensure your payments are on time to help ease the process.
Distribution plays an important role in the supply chain because it makes products available to customers at
point of purchase. This directly contributes to the success of your business. We hope that this article has
helped you understand the distribution process and how you can make the best out of your distributor.
KATEGORI FOKUS
COFFEE AND YOU
If you drink coffee, so do millions others! This beverage is synonymous with jump-starting the day, so it’s no
wonder that coffee culture has swept the world! In Malaysia alone, coffee sales in 2008 stood at
RM213,765,312!
COFFEE MOMENTS
Hot or cold, coffee is just plain refreshing! Drinking this beverage is often associated with these moments:
WAKING UP
Coffee kick-starts the system and
helps us ‘wake up’ and face the
day. It revs up the central nervous
system and makes us more alert.
PICK-ME-UP
Caffeine in coffee provides a
stimulating effect that revives the
mind. A coffee break will make you
more productive!
WITH LOVED ONES
Coffee is the perfect beverage
when sharing special moments with
our loved ones as it relaxes and
enlivens us.
ENJOY COFFEE CONFIDENTLY
Studies reveal that moderate consumption (3-5 cups/day) is perfectly safe for healthy adults. Plus, it may
have positive health effects due to certain bioactive compounds in it. So please, enjoy your coffee with
confidence!
Caffeine
Caffeine belongs to a group
of chemical compounds
called alkaloids found in
various beverages and
some plant-based food. The
amount of caffeine in your
coffee depends on the
blend, brewing method and
strength of the brew.
Bioactive Compounds
Coffee beans are one of the
richest sources of
chlorogenic acid, a strong
antioxidant which may have
protective effects against
cardiovascular disease.
Caffeic Acid
It is known as a carcinogen
inhibitor, which means that
this antioxidant has the
potential to reduce the risk of cancer.
KATEGORI FOKUS
BENEFITS OF COFFEE
It tastes great and wakes you up, but coffee may also
have beneficial effects on our health, which includes
reducing the risk of certain diseases like cancer,
cardiovascular disease and high blood pressure.
Here’s how else coffee benefits us:
MIND
•
•
•
•
•
BODY
•
•
•
•
One cup of coffee can result in contentedness, lower anxiety, more self-confidence and higher
motivation
Enhances cognitive performance at work
Restores alertness
Maintains day-time alertness levels at night
Uplifts the mood
Enhances muscles contraction and improves neuromuscular transmission
Increases metabolism to allow your body to break down fat faster
Increased accuracy and sporting performance
May improve capacity when performing activities like running and cycling
HEALTH
• Linked to a reduced chance of developing Alzheimer’s disease in middle-aged drinkers
• Associated with a lower risk of liver, kidney, breast and colorectal cancer
• May have potentially beneficial effects on the heart
• Related to a lower risk of developing Parkinson’s disease
Now that you know all about coffee, the pleasures it brings and its health benefits, go ahead and enjoy a
piping hot cup of goodness today!
Article in collaboration with
KATEGORI FOKUS
LEADING THE COFFEE MARKET
As the world leader in coffee, NESCAFE leads Malaysia’s coffee market with 80% share in instant coffee
segment and 68% in total coffee category. Its 71-year-old heritage has seen NESCAFE come up with many
firsts, including the world’s first soluble coffee. Since 1938, NESCAFE has been maintaining the highest
levels of quality in the production of instant coffee, coffee mixes and Ready-to-Drink coffee that have become
market leaders in their respective categories.
WHAT MAKES A GREAT CUP?
Beans. Different coffee beans provide different aromas and flavours. Arabica and Robusta beans are sold
the most worldwide.
Aroma. A mix of over 800 compounds that provides
the balance between nutty, fruity, roasty and more
caramel-like aroma notes.
Bitterness. This provides that sharp, vibrant quality,
without which coffee would taste flat.
Texture. It gives coffee attributes like body (weight
and richness), smoothness and aftertaste.
Flavour. This depends on the coffee species.
Arabica is considered richer and more aromatic
while Robusta is more robust and stronger.
Brewed or instant? Apart from brewed, there’s also
instant (soluble) coffee. Just add hot water to coffee
powder or granules and you’ll savour the pleasures
that come with a great cup of coffee!
FROM THE ORCHARD TO YOUR CUP
Harvest: Coffee ‘cherries’ are harvested by hand
when they are over 9 months old. They can be sundried or soaked in water to separate the beans from
the skin, pulp and parchment.
Roasting: This is when sugars, fats and starches in
the beans are emulsified, caramelised and released,
creating the delicate coffee oil which provides the
aroma. The temperature and roasting time affect the
colour, which in turn determines the strength of the
brew.
Grinding: The beans are then ground into the
desired size; coarse, medium, fine or very fine.
Making instant coffee: Ground coffee is put into an
industrial percolator containing pressurised hot water
to brew highly concentrated liquid coffee. The coffee
liquor, as it is called, can then be spray-dried or snapfrozen, then ground again into fine particles.
KATEGORI FOKUS
A GOLDEN OPPORTUNITY
NESTLÉ has come up with PERADUAN NESCAFÉ® GOLD MUG 2010 Contest as a year-end golden bonus
to reward its loyal Malaysian consumers. From October 1 to December 31, 2010, customers can fill up the
contest forms in your shop and return it with proof of purchase (NESCAFÉ® sachets, outer packs, jar labels
or pierced tabs with “NES” stamped on them). It is a great opportunity to win a total of RM380, 000 in prizes!
The nationwide contest is supported by television and press advertisements, plus other promotional
activities. So be ready to receive your customers for the gold rush!
Consolation prize: RM1, 000 cash x 4 winners
For further information, please log on to www.nescafe.com.my.
MEDIA RUNCIT
BEHIND THE SCENES
Retail Advertising Panel (RAP) – Standard Operating Procedures (SOP)
Today’s consumers are bombarded with so many commercials and
advertisements and more often than not, it always confuses them. When a
customer walks into a store, they will notice a proliferation of products in
the market. However, through in-store media, the brand will stand out and
attract more customers. But most importantly, it acts as an effective
marketing medium that will be the last touch point and has the power to
influence consumer’s final purchase.
Because of this, Runcit Media pioneered the Retail
Advertising Panel (RAP), a very effective point-of-purchase
media and outdoor shop signage. It is the only media
company today with direct coverage of over 7,000
traditional retail outlets in 1,200 towns throughout
Peninsula Malaysia, Sabah and Sarawak. They have a
team of dedicated experts servicing a growing clientele of
local and multinational
brand owners in
ensuring the RAPs
are maintained
accordingly. Here we will take you through the process of how the
RAPs are made and eventually installed in the shop.
MEDIA RUNCIT
1) Introduction of Runcit Media Sdn Bhd
A presentation and sharing session will be conducted by the client
servicing team for
i) New Clients – Introduction to RMSB’s media and services
ii) Existing Clients – Update on RMSB’s new media and services
2) Proposal & Follow Up
After introducing Runcit Media to clients
• a proposal will be extended to the client based on the brief
received during the presentation and sharing session
•
any special/different specifications requested by clients
that is beyond the current standard media offerings will then be approached as a “Customised”
project.
3) Acceptance
Once the client has agreed to the proposal
• a contract will be issued for confirmation
•
•
followed by a job/ brand brief from clients
o
Understanding of the category architecture and uniqueness
o
Clients range of products
o
Competitive brands /products
Clients will enjoy solus position as each outlet will only have one unit of RAP
Outlets Selection
Clients are given the privilege to select their outlets to install the RAP
•
Two (2) times of contracted number of outlets will be provided – e.g. investment of 100 outlets, Runcit
Media will provide 200 outlets based on criteria as per job brief
•
This process takes the longest time to revert as it involves sales department where at times it will be
also channeled to the distributor’s sales team.
•
Source of outlets
!Current RMSB panel of retailers
!Potential / identified outlets from clients being forwarded to RMSB for recruitment
4) Creative
•
Technical specifications will be provided to client for all engaged medias
•
The next step is to print the media. There are 2 types of printing available:
MEDIA RUNCIT
Materials required
Inkjet Printing
CD and digital proof
•
•
Offset Printing
•
4-Colour separated positive film
•
1 Die-cut line film (applicable to creative
with die-cut)
• 4-Colour progressive proof
Test print should be viewed from a minimum distance of 5 feet.
Guidelines on Creative (for Outdoor Mediums)
• Language (all councils)
o Usage of Bahasa Malaysia language is a must
o Other languages are allowed but must be smaller or ! the size of the Bahasa Malaysia
wordings
•
Mandatory requirements in Kelantan and Terengganu
o Must have Jawi writing in all advertisements
o Jawi writing must be bigger or same size as other Roman languages
o Jawi writing must be placed above other languages
o Female talents must be wearing ‘Tudung’
5) Installation
Installation of the RAP will take 4 – 6 weeks
• a bi-weekly installation status will be sent to client.
•
Upon completion of installation, client will be provided
•
a product check report
•
photos of all media installed with outlet’s details
URUSNIAGA RUNCIT
BE RESPONSIBLE FOR YOUR GOODS!
How you can save yourself heartache, money and hassle
A responsible retailer should always be aware of their goods. However, sometimes goods are found
damaged and you do not know the cause and source of it. Some goods can be salvaged, re-conditioned or
repackaged for resale while the rest will have to be written off. This is a very painful and costly situation and
will negatively impact the profit of your shop. That is why a good retailer will most certainly ensure that only
perfect stocks reach their shops and especially to the customers in good condition.
Managing Your Stocks
1. Avoid over-stocking. Always buy the right quantity!
2. Order on a regular basis – when goods are low and not when
they are completely out of stock.
3. Check the expiry dates of all stock arrivals.
4. Be sensitive of stock-holding and expiry dates of stocks in the
warehouse and products on the shelf.
5. Keep minimum stocks that are slow moving. If a particular
stock is found to be extremely slow moving, sought out
the assistance of the supplier while the merchandise is
still in saleable condition.
6. Ensure storekeeper regularly updates you on the stock
situation (slow moving/ near expiry) and take immediate
corrective action to clear them.
7. Do not stock-up too much on perishable products.
Tip!
You can increase stock volume for the below reasons (and
only if the product sells and there is a market for it):
• Price increase (last-bite offer)
• Temporary shortage due to manufacturing
• Delay in the shipment
• Sudden upsurge in the demand to coincide with the
festive seasons
Stock Maintenance
Here are some good tips on how to maintain the tip-top condition of your stocks once it is off-loaded into your
shop:
Upon stock arrival:
1.
2.
3.
4.
Take full control and ownership of received stocks.
Ensure they are properly displayed in the front of the shop and the rest in the back room.
Handle the stocks with care at all times especially during loading and unloading.
Immediately return damaged goods upon arrival of the stocks to avoid dispute.
URUSNIAGA RUNCIT
Stock Display:
1. Keep a clean shop and store room/ warehouse to prevent pest from spoiling the stocks.
2. Practice the First In, First out (FIFO) system. The purpose of FIFO is to rotate stock so that it
remains fresh and in good condition.
3. Regularly check for near stock-expiry products.
Collaborative Effort with Brand Owner/ Distributor/ Supplier
1. Feedback on the quality of the packaging to prevent further damaged, crushed or dented goods.
2. Salesman to have better understanding of the shop. Sell the right product and the right quantity to
the right outlet.
3. Train transporters to handle the goods correctly while loading and unloading.
4. Have a policy on slow moving products, for collection, exchange or replacement, while the goods are
still in a saleable condition.
OPERASI RUNCIT
IN-STORE
SIGNAGES
Organise your shop and make it easier for you and your shoppers.
In-store signages are very important and are useful to inform customers on the latest products in the market
as well as the latest promotions. There are many forms of signages, such as Point-Of-Sales Material
(POSM) and also category organisers. Some of these are provided by Runcit Malaysia and also directly from
supplier itself. However, there are also simple signages you could make yourself without cost and
satisfaction guaranteed!
From RMSB:
1. Horizontal banner
2.Shelf violator
!" Counter Top
4. Triangle
#" Chill Ad
From the Suppliers:
1. Shelf Talker
2. Poster
!" Wobbler
4. Decals
5. Flaglines
OPERASI RUNCIT
Triangle Sign Board
1. Draw 3 vertical lines to divide the cardboard into 4
sections.
2. Fold according to the lines to form a triangle.
3. Glue the ends together to form a triangle cardboard.
How to Label Correctly
Do’s
1. Price perishable food products with ‘best before’ labels.
2. Label the price where it can be clearly seen.
Don’ts
1. Block product name, information, nutrition information panel,
barcode etc.
2. Do not neglect the 'Halal' label.
WIRA RUNCIT
PURSUING DREAMS
Name: Mathialagan
Name of Shop: Mathialagan Family Store
Age: 47
Bandar: Seremban Jaya
Telefon: 06-6780953
Mathialagan is one successful business owner from
the traditional trade. The first impressions I
perceived about the Mathialagan Family Store were
its clean and spacious premises. The owner
Mathialagan delightfully proceeds to enlighten me
with his story of how he started the businesses.
Said Mathialagan, “This Mathialagan Family Store
was opened in 2004, six years after my first shop the Mathialagan Mini Market, which was opened in
Sungai Gadut, Seremban.” My plans to get into
business actually started when I realised I had to find
more money to support my children’s education. I only studied until standard six and later worked as a lorry
driver for F&N until 1998. It was a gruelling 24 hours a day of servicing eight to nine outlets throughout KL,
Singapore and Johor in one day!”
Realising that he couldn’t be a lorry driver his whole life, Mathialagan decided that he had to do something
else that not only benefited him, but also his wife and three kids. “I’m lucky I had my wife’s support the entire
time. My kids were young then but they too helped me set up my first shop!" he added with a smile.
Mathialagan has plans to open 10 more branches once all his three children have completed their education.
Mathialagan’s youngest daughter commented on her father’s drive for success and said, “I owe it all to my
parents who are my success role models, especially my father whom I am very proud of!” Mathialagan the
proud father adds that his family is living proof that is a bright future in retailing and advises other retailers to
be proud of their achievements.
Mathialagan believes that the success of his business also stems from long opening hours (8am - 11pm)
everyday. Additionally, Mathialagan Family Store opens on public holidays and only closes two days in a year
for Deepavali celebrations. He has since built friendly relations with many of his customers and they prefer
shop at his store to going to the hypermarket nearby!
Business Tips:
Mathialagan is eager to share some ‘success tips’ with his fellow retailers. They include:
1.
2.
3.
4.
5.
6.
Being interested in learning about the traditional trade
Having a little extra working experience
Not being shy to ask for help for knowledge sake (even if it’s from a salesman!)
Avoiding repeat of the same mistakes
Accepting that obstacles can crop up, especially in the beginning
Working hard for your business
CAKAP-CAKAP RUNCIT
MODEL PREMISE THAT DO NOT SELL CIGARETTES
Wanesa Mini Market was awarded by the Kelantan health ministry in
conjunction with 'A day without tobacco 2010' Kelantan State level. The owner
of Wanesa Mini Market, Mr Borhan Bin Omar has quit smoking for 2 years and
feels that it’s his responsibility to support the government in the 'No Smoking
Campaign'. Mr Borhan does not sell cigarettes in his shop to discourage his
customers from smoking and to make them understand the importance of the
'No Smoking' campaign.
Name: Borhan Bin Omar
Shop Name: Kedai Runcit Wanesa
Town: Pulai Chondong, Kelantan
PL Runcit Media: Mohd Rodi Mohd Nor
BLOOD DONATION IN CONJUNCTION WITH
AGONG'S BIRTHDAY
A blood donation drive was held in concordance with the
agong's birthday. It was the held the second time in the year,
first being held in conjunction with the Sultan of Kelantan's
birthday. This has become a fixed activity in PKT Wholesale
Warehouse Sdn Bhd. The event was held for two whole days.
Many of the customers and staffs participated in the event.
Name: Him Sim Leong
Shop Name: Pasaraya PKT Wholesale Warehouse
Town: Kota Bharu, Kelantan
REASONABLE PRICES AND ATTRACTIVE SHELVING
Perniagaan Yi Jia has always sold their goods for reasonable prices
and because of that, they manage to compete with the other shops
and get more customers. The owner Leong Lee Chai has frequent
surveys on the pricing of goods at shops around his area. They also
provide packed fruits and vegetable assuring excellent quality. Leong
advises his workers to be friendly and provide the best for his
customers.
Name: Leong Lee Chai
Shop Name: Perniagaan Yi Jia
Town: Kuantan, Pahang
CAKAP-CAKAP RUNCIT
PETRONAS BUSINESS PARTNER
Bahrudin Zakaria started his business in 1990 by distributing
Petronas products like petrol products and engine oil. The Petronas
system allows the distributor to have their own place and run the
business without committing 100% to the procedure. That gave me
an idea to find a strategic location to open a mini market and sell
these Petronas products together. I manage to get CIMB bank to
cooperate with me to build an ATM machine nearby. I also built a
public toilet for my customer’s convenience.
Name: Baharudin Zakaria
Shop Name: Baharudin Mini Station
Town: Jeli, Kelantan
PRODUCER OF BURGER BREAD AND SAUCE
My experience as a burger seller gave me an idea to
make my own burger bread because I believe I can
make good quality bread. I built a factory just to make
the burger bread. I manage to import the machine from
Italy that could produce 60,000 dough in 1 hour. I then
improvised by producing chilli and tomato sauces. After
that I started distributing RAMLY products. I use 10
lorries to transport the products to all over Kelantan. My
new factory cost me RM 1.8 million and is expected to
finish this year.
Name: Hasliza Ismail
Shop Name: Pasaraya Che Wan
Town: Tumpat, Kelantan
LABOURS DAY PROMOTION
Excel Three Super Centre carried out a Labour Day promotion. It was
a joint effort with Unileaver, P&G, Gentle Supreme, Munchy's and
DKSH. Many products were on discount. The event was held to
appreciate all the workers in that area. The owner Mr Tan Hooi Han
plans to make it a yearly event and not just on every annual
anniversary.
Name: Tan Hooi Han
Shop Name: Excel Three Super Centre
Town: Pokok Sena, Kedah
EXTRA PROFIT FROM RENTING OUT SHOP
I rented out a space in my shop to a money changer and that has
increased profit in my business. The money changer does money
transfer for the foreign workers to their homeland. These workers
come to my shop to buy things when they come to transfer money.
My intention to help other people succeed, has in a way helped my
business to prosper too.
Name: Yong Kim Yoeng
Shop Name: Pasaraya Kawan
Town: Tapah, Perak
PL Runcit Media: Seaw Sek Chuan
ISU SEMASA
GET READY FOR THE COMPETITION ACT 2010
Business may become more challenging for traditional retailers but you
can survive.
VICTOR SEAH
Sales Director (Malaysia, Singapore, Brunei)
Nestle Products Sdn Bhd
The Malaysian government recently passed a new law called the Competition
Act 2010. Set to be in force before end-2011, it will prohibit manufacturers/
suppliers from performing certain actions, including restricting supply to
certain areas, limiting production, as well as fixing, discriminating or setting
excessive prices.
All these prohibitions are intended to help promote healthy competition and
benefit Malaysian consumers. However, according to Victor Seah, Sales
Director (Malaysia, Singapore, Brunei), Nestle Products Sdn Bhd, the
Competition Act would have serious implications for the traditional trade.
He says: “The biggest concern is that, under the law, there will be nothing to restrict retailers, particularly the
larger ones, from ‘throwing prices’ and even selling products at below cost, in some cases.
“At the same time, manufacturers/suppliers will be prevented from giving any preferential treatment to the
traditional trade. Whereas we are now able to provide product SKUs, pricing and trade deals exclusively for
this channel, the new laws may prohibit this from happening in the future.”
Seah stresses that the removal of these privileges means that traditional retailers will have to work harder to
woo and retain their customers. “It will all boil down to how well you can differentiate your business from the
competition. This calls for understanding, anticipating and meeting the needs of your market so as to provide
the ambience, offerings, modern operations and excellent customer service that they demand.”
These are the same success ingredients that have enabled the traditional trade in other countries to survive
and thrive, in spite of intense competition. So, secure your continued success by starting to make
improvements to your business. It’ll be a worthwhile investment for the future.
Survival Tips
Here are some suggestions to help you meet the challenges that come with the Competition Act 2010.
•
•
•
•
•
•
•
•
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Modernise your store operations
Enhance store ambience
Ensure that you have the appropriate range of products that customers expect to find in your store
Ensure that products are in stock to avoid disappointing customers
Recognise and focus on potential target segments (eg families with young children)
Price products reasonably
Develop creative ideas to improve sales (eg a points redemption loyalty system)
Incorporating other services to attract customers (eg in-store laundromat, postal, photocopying &
facsimile services)
Convenient services (eg telephone orders & home delivery)
Article in collaboration with
HALAMAN PAK RUNCIT
WHAT MAKES A CHAMPION RETAILER
It is always good to adopt a professional approach and to excel in whatever we do
and if we do a good job, the end result is that we will eventually be well rewarded
in terms of the sales and profitability. We must always be very knowledgeable of
what we have to do, so that we are in a strong position to reap what we have
sown, failing which, we will only be spending a lot of productive time doing
unproductive work!
Here are some of the prerequisites of a champion retailer:
1) Have a strong desire to overcome all the problems and obstacles in the course
of your work.
2) Find a solution for every problem and make sure that you do not give up easily.
3) Have a strong desire and discipline to achieve what you have set out to do.
4) To succeed total commitment and dedication is needed to be injected into the business, not to mention
some personal sacrifices.
Right Attitude
Adopting the right attitude is the gateway to success which 90% of what we do will depend on how we react.
These are some benefits to be derived from having the right attitude.
a. The right attitude will give you the right start in effectively tackling the challenges
ahead.
b. It will also give you the correct perspective of things, as opposed to jumping into
the wrong conclusions.
c.
It will determine what we see and not what others want us to see and how we
can effectively handle the situations.
d. Everyone is responsible for his or her own attitude and we are given the liberty
to choose the way we want to go.
e. As the leader driving the business, we also need to take charge and be
responsible and accountable of our attitude.
f.
Bad attitude, just like your body language, can easily be identified and this will
normally lead to the non-achievement of the desired results. The worse that can
happen is that it will also have a negative rub off effect on all your staff.
25
HALAMAN PAK RUNCIT
Please be reminded that in whatever we do, the outcome of the results hinges on the following:
• 60% Attitude
• 30% Competency
• 10% Others –factors which are beyond our control
In summary, it is not just what happens to you, who is the main driver of the business, but ultimately, your
success will be based on the outcome of the results.
To start you on the right foot, you must be determined and bold enough to make the decision to change and
to give it your best shot! “Change Management” is the ability to improve/change oneself, in order to progress,
to keep pace with the changing environment and to strive for excellence and professionalism.
For all the hard work and efforts that you put in, the benefits are indeed rewarding which can be summarised
as follows.
"
"
"
"
"
You get a taste of success in seeing the achievement of the desired results.
You can relate the progress and growth in your retail operation.
Greater job satisfaction and the motivation to do even better and to bring the business to a new
level.
Getting all your team members to work together harmoniously to produce the results and to
reward them accordingly.
You and your Team are totally transformed to be a Professional.
Well, we sincerely hope that you will take a positive step forward and work towards becoming a Champion
Retailer.
All the best!
TANYA PAK RUNCIT
Q 1. Why does Colgate need a third party salesman or agent to sell its brand
product to retailers? Why can’t they sell it directly to retailers?
A. A well-known Manufacturer may not necessarily be a good Distributor, as its
effectiveness in distributing its goods hinges very much on its strong infrastructure
and its ability to reach the retailers. As a result of this, you will find that a lot of such
Manufacturers farm out this very important function to a Distributor or a number of
appointed key wholesalers, depending on which is the best route for their products
to reach the market and ultimately to the consumers.
It does not really matter who undertakes to do the distribution work, as long as the
products in question are made readily available to the retailers and that there is a
continuous supply of stocks to the trade. On this score, besides doing the physical
distribution of the products, the Distributor must also be in a strong position to
provide good after sales service, which is commonly known as customer service,
which covers a wide area, to include the following.
1) Responsible for trade returns.
2) Handling of trade enquiries
3) Ensure a high standard of display and merchandising work is maintained at all times.
4) Sell-in the right quantity of stocks to the right outlet at the right time.
5) Timely replenishment of the stocks with the right call cycle and call frequency.
6) Handling of promotional activities and to see to the successful implementation and execution of the
plans mapped out by the Manufacturers.
The above is just to give you a rough idea on the modus operandi of a typical Distributor and to gain greater
insights and understanding of this subject, please do not miss out on our article on, “ DISTRIBUTION: THE
LIFELINE” in this issue.
Happy reading and all the best.
Q 2. My shop is in the outskirts and my problem is all the Nestle products that is spoilt or expired
can’t be returned. So I am selling the one that sell out only. What is your opinion?
A. The distribution of Nestle products is channeled through a Team of Long Term partners or commonly
known as LTPs, as Nestle do not undertake to handle it on their own. However, after having said that, the
LTPs should be responsible enough to provide good Customer Service which will also include the handling
of trade returns, unless the goods in question are on a non-returnable basis, as clearly spelt out during the
time of the transactions.
The question we have is whether the products are bought from an appointed LTP or any other wholesalers
and in the case of the latter, it could be that they are not doing a good after sales service job. We have on
many occasions advised all of you to buy from the right Suppliers, those who come to service your outlets
regularly and provide good Customer Service and cases like this should not happen which you may have to
eventually bear all the cost of the damaged goods. Please take this as an expensive lesson and to ensure
that it is not to be repeated.
We would suggest that you call up the Head Office of Nestle at the general line 03 – 7965 6000 and to
connect to the right Person, who is able to resolve your problem.
All the best to you!
BERITA RUNCIT
ANTABAX 'YOU CAN HAVE IT ALL'
Antabax personal care products launched
its reformulated and repackaged
antibacterial range on 28th July 2010. They
also introduced their new brand
ambassador Ziana Zain at an exclusive
media launch at 1Utama Shopping Centre.
Antabax is a reliable and trusted range of
antibacterial personal care products that
promotes a healthy and hygienic lifestyle for
the whole family through products that are
dermatologically tested to be gentle on the
most delicate skin making it suitable for
frequent daily use.
Company: Lam Soon Edible Oils Sdn Bhd
Tel: 03 7882 2399
MISS MARIGOLD BODY BEAUTIFUL 2010
Marigold HL low fat milk is proud to be the gold sponsor of the Miss
Chinese Cosmos Pageant Southeast Asia 2010. It exemplifies its
brand promise of providing 'the perfect balance of highs and lows' for
all the 22 lovely contestants to keep them energised and well nourished throughout the pageant. The judges for that day was Mr
S.B Cheah (General Manager of Marigold HL low fat milk), Mr
Micheal Ong (Deputy General Manager of Marigold HL low fat milk),
Miss Phang Sau Lian (Director of Marketing, Sunway Pyramid), Miss
Carrie Lee (Miss Chinese Cosmos Pageant International Winner
2004) and Miss Chantelle Chuah (Miss Malaysia Model of The World
2007).
Company: Cotra Enterprise Sdn Bhd
Tel: (03) 7955 4388
MALAYSIA INTERNATIONAL FOOD AND BEVERAGE TRADE FAIR
This event was held from the 22nd till the 24th of July 2010
in Putra World Trade Centre. This trade fair covered more
than 600 booths and over 25 countries exhibiting various
types of foods from their respective countries. Among the
highlights for the day was cooking revolution 2010 with
celerity chef’s, creative Taiwan food festival, Mado's icecream show, MIFB most creative pavilion award, MIFB best
booth design award, and MIFB 2010 premium F&B product
gallery.
Company: Project Secretariat: Expomal International Sdn
Bhd
Tel: (03) 8024 6500
BERITA RUNCIT
THE WORLD GOLDEN COMPETITION & EXPO 2010
This cooking competition was held on the 30th of July till
the 1st of august. It was organised by The Malaysia
Selangor & Federal Territory Ku Su Shin Choong Hung
Restaurant Association and held at the Malaysia
International Exbihition and Convention Centre, Seri
Kembangan, Selangor. This event covered over 100 chefs
from all over 20 countries to compete for the 'world golden
chef' title. This culinary event featured 3 major segments
comprised of the competition, the exhibition and the
restaurant showcase.
Company: Nestle Professional
Tel: 1-800-288-8682
SOFY PANTYLINER
Uni - Charm, Sofy is now launching its new range of pantyliner– Sofy Long &
Wide Center Absorb & Sofy Long & Wide Comfort, which is specially
designed for use during light flow days, especially during the last few days of
the menstrual cycle. Sofy’s existing range of regular liners caters to both light
flow days and everyday-use. Together with our range of napkins, Sofy now
offers a complete range of feminine protection for the entire menstruation
cycle. Sofy Long & Wide Center Absorb (40 pieces) is priced at RM8.50 and
Sofy Long & Wide Comfort (40 pieces) is priced at RM7.90, and are now
available at all supermarkets, hypermarkets and pharmacies.
Company: Uni-Charm Corporation Sdn Bhd
Tel: (03) 7660 1195
MAMYPOKO EASY FIT PANTS
Uni-Charm introduces MamyPoko Easy Fit Pants, a new product that is sure
to please the mothers who have difficulty changing normal diapers especially
when the baby does not want to sit still. Easy Fit Pants has an elastic belt that
makes it easier for the baby to move around. Now changing diapers would not
be such a hassle.
Company: Uni-Charm Corporation Sdn Bhd
Tel: (03) 7660 1195
ABSOLUTELY THE JAPAN ORIGINAL
Shokubutsu presents a brand new look to all Malaysians. Combining the originality of its
Japan formula with today’s dynamism in look and style, Shokubutsu Body Shower Foam
is now known as Shokubutsu Japan Original Shower Foam. Look out for the new
Shokubutsu Japan Original in all leading outlets near you. Available in your ever
favourite assortments of Orange Peel Sensation, Floral Delight, Green Freshness
and Green Tea Harmony and in three pack sizes – 250ml Handy Pack (RM 6.50),
600ml Refill Pack (RM 8.95) and 700ml Family Pack (RM14.90).
Company: Southern Lion Sdn Bhd
Tel: (03) 7728 2880

RMM22_Eng Version_v8.0(Final)

Transcription

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