Azzahro Eqia Arum, Dewi Desak Made Sintha Kurnia, Puspikawati Septa Indra, Handayani Rizky Putri, Ayodya Gayatri, Prayogi Ahmad Rido'i Yuda, Sebayang Susy K
Public Health Study Program, Faculty of Public Health, Universitas Airlangga, Banyuwangi, East Java, Indonesia.
Department of Epidemiology, Biostatistics, Population Studies and Health Promotion, Faculty of Public Health, Universitas Airlangga, Banyuwangi, East Java, Indonesia.
Tob Control. 2021 Mar 8. doi: 10.1136/tobaccocontrol-2020-055834.
The tobacco retail density in Indonesia is very high, and tobacco companies are creative at promoting their products at point of sale (POS). The study explores the strategies employed by tobacco companies through their retailer programmes in Banyuwangi, Indonesia.
In 2019 we conducted observation and indepth interviews with the owners/keepers of 12 retailers with Sampoerna Retail Community (SRC) signs and 6 retailers with Gudang Garam Strategic Partnership signs placed as store names in front of their stores. We analysed the data to identify key strategies used by each tobacco company.
Gudang Garam promoted more visibility of their own products, while Sampoerna promoted their products in a power wall and also rearranged other products sold in the store to attract more customers. Sampoerna educated their retailers to attract and retain more customers by using schemes such as reward points and coupons. Sampoerna also developed and promoted the use of a mobile application for online sales.
Both programmes promote product and brand display at retailers to create brand loyalty. The SRC mobile application for online sales is potentially attractive to young customers and allows for data collection about retail and customer purchase behaviours that can be used for tailored marketing. Tobacco sales promotion strategies should be strongly regulated. Banning indoor tobacco advertisement, promotion and tobacco display at POS should be encouraged.
印度尼西亚的烟草零售密度非常高，烟草公司在销售点（POS）推广其产品方面很有创意。本研究探讨了烟草公司通过其在印度尼西亚班尤旺吉的零售商计划所采用的策略。
2019年，我们对12家带有三宝垄零售社区（SRC）标志的零售商以及6家将古当加拉姆战略合作伙伴标志作为店名置于店前的零售商的店主/经营者进行了观察和深入访谈。我们对数据进行了分析，以确定每家烟草公司使用的关键策略。
古当加拉姆提高了其自有产品的可见度，而三宝垄在动力墙上推广其产品，并重新安排了店内销售的其他产品以吸引更多顾客。三宝垄对其零售商进行培训，通过使用奖励积分和优惠券等计划来吸引和留住更多顾客。三宝垄还开发并推广了一款用于在线销售的移动应用程序。
这两个计划都在零售商处促进了产品和品牌展示，以建立品牌忠诚度。用于在线销售的SRC移动应用程序可能对年轻顾客有吸引力，并允许收集有关零售和顾客购买行为的数据，这些数据可用于精准营销。烟草促销策略应受到严格监管。应鼓励禁止室内烟草广告、促销以及在销售点展示烟草。
