JAKARTA – Supporting the improvement of the communities’ life quality can be done in many ways. One innovation was done by PT Sumber Alfaria Trijaya Tbk (PT. SAT), the minimarket chain owner of Alfamart, Alfamidi, as well as DAN+DAN working together with PT Berkah Anugerah Inovasi Kreatif (PT BAIK) launched the exclusive media for its consumers named TabloidKu.
Corporate Affairs Director of PT SAT, Solihin, stated how TabloidKu is a manisfestation in implementing one of company’s vision i.e.: to fulfil consumers need and expectation. “We want to provide higher value to consumers through media synergy. We are also hoping TabloidKu can actually become a media alternative to showcase principals’ products”, said Solihin.
At the early stage, this media will be published every beginning of the month with the total print run reached 600,000 copies and be distributed to our 12,000 store network, which then be given for free to 50 consumers in each store. “It’s really easy to get it, in April 1, 2016 consumers who spend minimum Rp 50,000 using Ponta member card will be given 1 TabloidKu for free,” said Solihin.
Solihin added, news content are vary from about family, celebrity news, tips, to brand review, as well as news about the company. “We hope, the presence of TabloidKu within Indonesia family can improve their life quality by bringing media to share educative information,” he said.
Executive Director of The Nielsen Indonesia, Yongky Susilo explained, consumer trust index in Indonesia is still up high, to be exact, ranked at number 3 in the world. This made investors glancing back to Indonesia as they consider it to be a very good future investment.
“Starting from October to December 2015, FMCG sales volume growth was back to double digit. This is mainly driven by minimarket. So we need to rethink many selling strategies which can transform marketing in the future,” explained Yongki.
Interestingly, TabloidKu is a print media distributed free of charge to loyal consumer of Alfamart, Alfamidi, and DAN+DAN. “People are still looking for print media because they want something to physically hold and touch. I can say that TabloidKu is a trendy means of communication. They are being proactive,” added Yongky Susilo, Executive Director of Nielsen Indonesia.
In the meantime, Secretary to Indonesia Women Empowerment and Child Protection (PPPA), Wahyu Hartomo who attended TabloidKu Launching event, also appreciate retail company action to present new media that can be used to educate communities, especially to women and children.
The principals welcomed TabloidKu launch. Among the principals is Deputy Director of Foodstore, PT Coca-Cola Amatil Indonesia, Erika Widuri who considers TabloidKu as new innovation from Alfamart that can fulfil consumers expectation and becoming a bridge from supplier to communicate their product knowledge, so that the consumers understand product advantages. “TabloidKu can also fulfil Alfamart and supplier’s vision,” stated Erika.
According to Head of Key Account Minimarket, PT Nestle Indonesia, Yuli Indriasari, TabloidKu is one of the advance communication that can be done. “Not only to promote a product, we can share educational information to all shopper too,” she added.
The Largest Print Run
In this opportunity, TabloidKu was also awarded Charter Award from The Indonesian World Records Museum (MURI) for The Largest Print Run of Free of Charge National Tabloid. Distribution of this media extended to 242 cities/districts including 22 provinces in Indonesia and will be expanded to follow Alfamart retail network growth.
Director PT BAIK, H. Witdarmono says, TabloidKu philosophy is about my tabloid and my communities. This principal has become the agent to develop the growth together with cooperating parties. TabloidKu readers are segmented to family and children which has become loyal consumers.
Witdarmono hope, the presence of TabloidKu can be an effective means of communication to the parties involved. “For example, principals with new product yet having difficulties to attract consumers even though their price and quality is considered competitive. As it turns out, the new product does not have the tool to explain its excellence and quality. So, this media is expected to be an effective communication media to that principal,” he explained.
Corporate Affairs Director of PT SAT, Solihin added, one of the main purposes of TabloidKu publication is to build emotional bonding between brand and consumer.
“Consumers’ hope can be fulfilled, principals owning a spot to define their product on a full-scale. While consumers gain education to become smart consumers,” he said.
TabloidKu is anticipated to develop retail business industry, where media and producer are existed to foster one another’s growth, or what we would like to call the term, to grow together.