Education trial project

EDUCATION ACTIVATION TRIAL

MONITORING REPORT

Classified - Restricted

Education Channel YTD 11 June 2012 Performance is Undergrowth : -9%


0

100000

200000

300000

400000

500000

600000

700000

800000

ACT

LY

Channel ACT LY VAR GR

PROVISION STORE 318562 308182 10380 3%

TRADITIONAL FOOD SERVICE 87479 105956 -18477 -17%

HEALTH & WELL BEING 32447 38327 -5880 -15%

TRANSPORTATION 6921 7416 -495 -7%

EDUCATION 46292 51133 -4841 -9%AT WORK 29972 31452 -1480 -5%

WHOLESALER 728841 668743 60098 9%

SPECIALTY RETAIL 43792 40200 3592 9%

GAMES AND NET 11406 17839 -6433 -36%

Education as strategic channel with a lot of

future drinker inside is still undergrowth (-9%), so we must

develop it more

Action Plan


VERTICALDEVELOPMENT Create Education

Excitement Program to Increase Volume focused on strategic packs(Can 250, PET 425, MMP 350, PET

500)

EDUCATION ACTIVATION TRIAL AT TWO HIPO SCHOOLS

IN BALIKPAPAN AS PILOT PROJECT

Financial BudgetEducation Activation Trial

4. SUPPORTING MATERIAL

No Program Support Unit Amount Total Amount

1 Banner 1x2 m 2 80,000 160,000

2 Voucher 24 1,000 24,000

3 XXI Ticket 25000 24 600,000

4Clipstrip Lucky

Draw 2 25,000 50,000

5 Mouse Pad 340 Ready Stocks

TOTAL 834,000


3. FINANCIAL ANALYSIS

Description W/O

ProgramW/ Program Add

Contract Duration (weeks)

13 13 -

VPO 16

30 14

Total Volume208

390 182

Total NSR24,849,500

46,117,500 21,268,000

Total NCM6,855,914

12,649,338 5,793,424

Total Cost - 834,000 834,000

Net Profit/Loss6,855,914

11,815,338 4,959,424

Cost/Case 2,138

% Cost to additional NCM

14%

% Cost to NSR 4%

POSMEducation Activation Trial

Banner 2x1 m Lottery Clip Strip


Program MechanismEducation Activation Trial

SMP PATRA DHARMA

KOPERASI SMP 06

Running Program in 2 Education Outlets in Balikpapan

Outlet must order minimum 10 pcs to get 1 Lottery Clip Strip

DMEM and MDO do “seeding “ 1 Ticket XXI on 1 pocket that has

been added on Lottery Clip Strip for each school and for each week

Consumer buy 1 CCAI Product (Pack PET 425,Can 250,PET 500, or MMP 350) and get a chance to pick direct prize from Lottery Clip Strip

Prize per school12 XXI Ticket and 170 Mouse Pad


Barriers & Action Plan in ExecutionEducation Activation Trial

Limited Budget for Lottery Clip Strip and pocket refill

for each week

Order Lottery Clip Strip in the beginning of program

and make handmade pockets refill for the next running

weeks

385000 IDR

FREE


BARRIERS ACTION PLAN

Execution Documentation (SMP Patra Dharma)Education Activation Trial


Execution Documentation (Koperasi SMP 06)Education Activation Trial


Total Evaluation ResultEducation Activation Trial

VPO TOTAL (uc)

Outlet NameProposal (VPO W3

Jun)Target

Activation Result (Average VPO W3+W4 Nov)

VPO Growth %AR

KOPERASI SMP 06 8 15 12 44% 77%

SMP PATRA DHARMA 6 13 19 222% 145%

TOTAL 14 28 30 118% 108%


0

5

10

15

20

25

30

35

Proposal (VPO W3 Jun)

Target Activation Result (Average VPO W3+W4 Nov)

VPO TOTAL (uc)

KOPERASI SMP 06

SMP PATRA DHARMA

TOTAL

VPO Growth PackEducation Activation Trial

VPO Growth Pack

Pack %GR

PET 425 192%

PET 500 157%

CSD 250 133%

MMP 350 -7%

This Program is very impactful to increase PET

425 volume

This Program wasn’t impactful to increase

MMP 350 volume

Classified - Restricted-50%

0%

50%

100%

150%

200%

250%

PET 425 PET 500 CSD 250 MMP 350

VPO Growth Pack

ConclusionEducation Activation Trial


This program is effective to increase PET 425, Can

CSD 250, and PET Tea 500 especially for PET

425, but MMP 350 didn’t have volume impact from

this program.

From total evaluation result

this trial program is effective to be

implemented in more school.

Learning PointsEducation Activation Trial

Planning

Choose right participants with significant incidenceFind what consumer wantsFind unique tools to persuade consumer to buy in CCAI productsMaximize appearance of POSM and optimist for high incremental

volume

Executing

Visit outlet routinely (every week) can maintain relationship with outlet andcan persuade consumer more intense.Seeding XXI Ticket Mechanism can maintain excitement atmosphere and can

claim almost total redemption.Making creative improvement every week when there is constraint budget is a

mustBe Optimist to get incremental volumeCost of lottery Clip Strip is very expensive (385000 IDR). If this program will

be accelerated to become National Program, It will be good if CCI can supportour Lottery Clip Strip Material. Bottle Neck tag or Under The Crown material instead of Lottery Clip Strip will

be good for better controlling


Evaluation Result :

SummaryCurrent Situation :

Education as a strategic channel with a lot of future

drinker inside, was in-9% growth YTD 11 June 2012

CREATE EDUCATION ACTIVATION TRIAL

AT TWO HIPO SCHOOLS IN BALIKPAPAN

AS PILOT PROJECT

VPO TOTAL (uc)

Outlet Name VPO Growth %AR

KOPERASI SMP 06 44% 77%

SMP PATRA DHARMA 222% 145%

TOTAL 118% 108%

VPO Growth Pack

Pack %GR

PET 425 192%

PET 500 157%

CSD 250 133%

MMP 350 -7%


CONCLUSION :From total evaluation

result this trial program is effective to

be implemented in more school.

ASSEMBLING THE REPORT –OrganizingThe Report

21

9. Use words economically (continued)

- There are many obligations which we must meet.

- Mary is of the conviction that service has improved.

- Sales can be determined to have improved over last year.

- It is essential that we take the actions that are necessary to

correct the

problem.

Thank You


Documents

Education trial project