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Company Profile

Winning
Competition
With US
1
www.qasaconsulting.com
Contents:
4 Qasa
Strategic Consulting
5 About Qasa
Strategic Consulting
6 Our Consulting Approach
6 Consultant
7 History
7 Client
8 Services

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QASA
Strategic Consulting
Qasa Consulting is a consulting firm with international standards
offering three unique distinctive services: Research, Strategic Consulting, and
also Business and Marketing Support Services.

We establish a partnership with clients in order to identify market improvement


opportunities through our state of the art research approach,
thus pinpointing their most critical challenges through benchmarking,
and transform the findings into market enhancement programs thus gain
a competitive edge in market competition.
ABOUT QASA
STRATEGIC CONSULTING
WINNING COMPETITION WITH US

Qasa Strategic Consulting consists of a group of market research and marketing consulting
professionals striving to be the added value provider of strategic market-based consulting services,
facilitating our clients’ goals for success in today’s fierce market competition.

Our clients have benefited from our customized client oriented services:
State of the art research approach with proven accurate and
diverse data collection supported by quality assurance systems.
Working in partnership with clients to gain an understanding
of dynamics and uniqueness of the company.
Strategic analysis from the eyes of our client with a concise overview.
Actionable recommendations to address the heart of the problems.
Facilitate clients with skilled and experienced field support teams
for strategic implementation programs.

OUR MISSION QASA VALUE

Qasa Strategic Consulting partners with clients in All projects are treated with
various industries to identify market opportunities, adherent confidentiality of client
address their most critical challenges, helping transform information (Non Disclosure
opportunities into business development actions. Agreement). Our purposes are not
misrepresented in obtaining
Our appoach is customized, combining an in depth intelligence and information.
insight of the companies and markets dynamics. We convey promises we can deliver.
This ensures that our clients achieve sustainable We invest meticulous reviews in
competitive advantages that secure continuous results. considering our actions and ask
whether we can defend them
We aim to be a partner for our clients to win openly throughout time.
the market competition; for this reason,
we are committed to: We provide deliverables to clients
that are of the highest quality by
Creating competitive advantage through unique our standards as well as those of our
solutions clients, striving to exceed them.
Building capabilities and mobilizing organizational We do not compromise our
strengths and opportunities intellectual integrity for special
Driving a sustainable impact interests.

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OUR CONSULTING CONSULTANT
EXPERIENCED TALENTS WITH DIVERSE
APPROACH BACKGROUNDS
INDUSTRY/MARKET EXPERTISE COMBINED
WITH CLIENT PARTNERSHIPS Qasa consists of multi industry talents with diverse
education backgrounds from basic sciences such as
Qasa embraces solid market and functional expertise to statistics, mathematics up to economics, geography,
the challenges our clients face, we have developed unique, demography, business, IT, and Marketing.
practical, and proven approaches to help simplify
complecity of our clients market issues. This applies in Prior to Qasa, most of our team worked with renowned
research, consulting as well as in our business and multinational corporations, predominantly in sales,
marketing support recommendations. marketing, supply chain, production, and customers care
areas. also In addition, many have also spent years of
In research, we have established a world-class standard working experience with world-class business consulting
system of data collection and prompt field networks and research agencies.
throughout the country to ensure high quality outputs and
cover nation-wide markets. Through experience, Qasa has Our teams at Qasa have worked for various Fast Moving
also developed analytical tools and modelings to simplify Consumer Goods companies such as Coca-Cola,
relationships amongst variables in order to get a clear British American Tobacco, LG and Indosat. Equipped with
insight of market dynamics. solid background in prominent firms such as Coopers &
Lybrand, enhanced by experience in the Australian Trade
In all of our services, we work in depth with our clients Commission as well. Qasa brought these diverse talents
offerring tailor made solutions yielding the greatest into projects using what we call the Qasa approach and
competitive advantage and value for our clients, and methodology, which continously evolves, based on in
recommend the organization to act and to drive tangible depth and sound market/industry knowledge and
bottom-line results. experience.
CLIENT
FIRMS THAT WANT TO PENETRATE AND
EXPAND THE INDONESIAN MARKET
Our clients are multinational corporations, large local
businesses, nonprofit organizations, and government
agencies. We strive to develop long-term partnerships
with all of our clients. They are expanding their
businesses and seeking market advice in order to:

Understand the market for qualified


investment plan
Strategically penetrate new market opportunities
Assess feasibility of products/services
HISTORY in new markets
Select qualified best locations
for their retail presence
Qasa Consulting was formally established in 2002 after Monitor competitors movement and expansions
being a division for one of the largest marketing research
companies in Indonesia, Deka Marketing Research,
for many years.
AMBITIOUS FIRMS WISH TO
We initiated the firm with 2 consultants in a humble CONQUER TODAY’S FIERCE MARKET
twelve square meters room at Deka’s office in 2002; COMPETITION
currently we employ 12 full time qualified consultants
from various industries and educational backgrounds. As our main projects predominantly are geared
If required, we also have strategic alliances with reliable towards market issues, we strive to drive competitive
freelance consultants of ad hoc speciality for specific advantage and performance. We provide the how to
project requirements. win market competition by understanding the market
and its structure.
Between 2002-2007 we focussed our services within the
retail and business to business research, today whilst still Monitor market movement, acceptance of newly
maintaining the research division; we have developed launched products, new packaging, and
two new divisions which are Marketing Consulting and new price utilizing our Store Audits
Business Marketing Support Reveal factors hindering low sales and distribution
performance of specific products
For research and marketing support, currently, Evaluate the effectiveness of retail and market
Qasa possesses an established field operations activation programs executed
infrastructure in 6 cities and active networks in 120 Evaluate the effectiveness of POP Materials at store
cities within Indonesia. This makes Qasa, if not the first, level
probably the second largest field networks operation in Retail segmentation
Indonesia. Understand shopper/consumer behaviour,
preference and perception

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SERVICES

Qasa’s abundant and diverse wealth of knowledge covers major industries and their most crucial
business issues. Our broad range of expertise and clean-slate approach to finding solutions has led
us to develop new ideas that quickly become a standard and benchmark of success. Our objective is
not simply to apply best practices, but to invent it. We think creatively and partner with our clients
to solve their toughest or simplest challenges.

Quality Data
I. RESEARCH SERVICES Collection
and Processing

Our research capabilities include applications for


consumer marketing, retail, B2B, competitor
intelligence, and social issues.

Regardless which research application we’re Quality


commissioned, we commit to deliver high quality work Research
that goes beyond data collection and tabulation -- from Result
end to end research process.
Understanding the Analysis & Analitical
Requirements Framworks

Retail Research

The Retail Research has been Qasa’s signature of


services. We provide a holistic view on retail world,
coupled with unparalleled service levels, and tools that
help our clients to use information correctly to address
specific business issues and make qualified decisions.

Shopper
Behavior
Study

Channel Channel Winning Favorable


Segmentation Power Dynamics Channel/ Retail Business
Study Study Strategy Result

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In QASA, we believe that winning retail/channel A. Retail Research Product
strategy are results of ‘prerequisite’ understanding. As
highlighted in the above model, we initiate the process by To make sound marketing decisions, it is essential our
Channel Segmentation Study – to properly segment the clients have accurate and timely information pertaining to
channels based on solid underlying factors. factors influencing their sales/marketing initiatives. In this
light, we have developed a series of products that assist
The result of this study will then feed into Channel Power and provide various key information/insights to suffice our
Dynamics Study. In this study, we will identify factors con- client’s needs:
tributing (and to what degree it’s effect) to the sales per-
formance of your product in specific type of channels. 1.Qasa Store Audit solution provides sales related
information, based on information obtained and
Ideally, the result of this study should then be combined solicitation at retail point-of-sale.
with the result of Shopper Behavior Study – which will 2.Qasa Retail/Channel Segmentation Mapping the
portray consumer purchase behavior within a given channel/retail landscape.
channel. With these understandings, our clients are 3.Qasa Channel Power Dynamics, information on key
equipped to make better marketing/sales resource performance indicators and the degree of influence in
allocations according to each channel’s characteristic and sales output in each specific channel type.
dynamics to generate favorable and sustainable business 4.Qasa Shopper Behavior, consumer purchase behavior at
results. the retail point-of-sale.

A.1. QASA Store Audit


STORES/
OUTLETS This tool is used to acquire information on product
movement, market share, distribution, promotional
effectiveness, pricing and other market-sensitive
Sales & Trade intelligence.
Distribution Marketing
Strategy Strategy

Channel Through QASA e-data collection system, our e-based data


Power collection tools, we are able to gather instant key sales
Dynamic performance indicators. Serving as a highly accurate
solution in obtaining quick performance reviews and
PRODUCERS CONSUMERS
developed a processing software customised for periodical
store audit, capable of processing large size series of data
Marketing and user friendly clients own analysis.
Strategy

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SERVICES

A.2. Qasa Retail/Channel Segmentation


“Aim before you shoot” is the spirit behind this tool. We aim to provide our
clients with qualitative and quantitative facts and knowledge surrounding the
specified market place they are operating. Our retail/channel segmentation
study uses sophisticated yet applicable statistical approaches, ensuring that it
is scientifically robust yet highly relevant for day-to-day application in the real
business world.

A.3. Qasa Channel Power Dynamic


Making the right investment decision in retail is one of the toughest jobs within
Trade Marketing Strategy. Using various statistical methods that help our clients
by identifying all possible factors impacting the sales result at channel level and
determining how big each element contributes to the sales achievement.

STORES/ ELEMENTS
OUTLETS
POP
Product Visibility
Sales & Trade Promotion
Distribution Marketing
Strategy Strategy Endorsement

Channel Competitor Offering


Power
Dynamic

PRODUCERS CONSUMERS

Marketing
Strategy

A.4. Qasa Shopper Behavior


Shopper/Consumer is a study that reveals consumers’ purchasing behavior
from all outlets they visit and provide valuable insights into who is buying, key
influencers, the amount of shopping basket, priority shopping list, method of
payment, etc. Using store intercept method, we can ensure ‘first hand’
information is gathered from the consumer, to analyze and best portray the
targeted shopper behavior.

A combination of research methods to gather data including: Video Recording,


Observation, Customer Interviews, and Staff Interviews.

B.Customized Retail Research

We have done various tailor-made researches, just to name a few: Price survey,
Pre & Post activation sales impact, Sales and Distribution Drivers, Retail census,
etc. Our experienced team will start the process by discussing with clients on
their specific business issues and their request for information/insights/
intelligence (3 i). Therefore, the research output will be very much aligned with
our clients’ expectation.

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II. COMPETITOR ANALYSIS

Competitive Analysis Services delivers strategic counsel, B2B Research


in-depth market knowledge; competitive analysis and
a business-oriented focus to due diligence projects Qasa’s B2B Research specializes in obtaining market
that quickly assist corporations, manufacturers, service information direct from the people who matter (key
providers as well as private equity clients evaluate new opinion formers/key influencers) – businesspeople,
technologies, new market opportunities and new business industry experts and customers – in order to answer the
plans. most difficult questions facing your business. Be it the size
and key segments of a target market, evaluate the
The analysis examines the effectiveness of business competition, or understand how to tailor or better convey
strategies and identifies and measures features that are the advantages of your offerings.
critical to a firm’s success.
Qasa’s proven B2B Research Methodology provides a
Competitive Analyses combine Qasa’s proven bespoke service with no ‘off the shelf’ packages to sell, and
methodology with a custom set of criteria specific to each utilize both qualitative and quantitative techniques. Qasa
client’s business requirements and objectives. works with businesses in a variety of ways to find answers
This type of evaluation enables clients to objectively to marketing problems.
compare their product or offering with those of its
competitors’ and identifies ways to better meet its Defining the problem  – What are you trying to achieve,
business objectives. who are you trying to influence?  How does the product
work in terms of its technical attributes?  Who are your
Qasa typically examines each competitor’s product or key competitors?  In the absence of a brief, we can take
service offering, facing our client, across the following on this role for you, and ensure that the research has clear
categories of evaluation: objectives and provides you with key answers to your key
questions.
Competitive Positioning / Market Share Analysis
Business and Pricing model Utilization Action Oriented Results – We don’t leave you with a
Comparative Technology Evaluation presentation filled with data you have to digest and
Products features Comparison interpret yourself, we will ensure that you are clear about
Business Relationships, Partnerships, what you have to do moving forward.  Should it be
Joint Ventures, etc… required, we are capable to conduct ‘Back end workshops’
Distribution Sales Channel Analysis to help disseminate findings, or to discuss taking the
Market Segmentation results into further motion.
Marketing Strategy Evaluation
Strength and Weaknesses Analysis

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SERVICES

Consumer Research

Highly effective marketing requires a thorough appreciation of the market. Qasa


believes that as market competition accelerates, research solutions must be
delivered faster and more cost-effectively than ever before. Through strong
collaboration between our marketers and researchers, we work to understand
our clients’ business environment and marketing requirement, then seeking
solutions to meet the respective business challenges.

Success in marketing comes from market understanding and consumer


behavior towards your brand and your competitor brands. Perception
and prejudice.

Clients obtain qualitative and quantitative measures of consumers’ attitudes


and purchasing behavior, customer satisfaction, brand awareness and equity,
advertising effectiveness and other marketing issues.

Shariah Research

Shariah research is new to us, as to any agency in Indonesia. However, we have


developed internal capabilities in handling shariah related marketing
issues by adding more resources and trained available resources with in depth
shariah knowledge. We believe that Shariah marketing is not only a marketing
complimented with Shariah, but Shariah has a significant role in marketing, it
is an understanding of the importance of ethical values and morality upheld in
marketing.

With the significant growth of Shariah-based institutions in recent years (i.e.


Islamic Banking, Islamic Capital Market, Takaful, and other institutions), Qasa
embarked in providing assistance mainly in segmenting, targeting and
positioning shariah products and services in Indonesia. Qasa also aims at
providing consumer insight in shariah product development process; it is
because we believe that at the very end, consumers aspects should be taken
into account in developing the product.

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Social Research

Qasa has expanded capabilities in conducting research in socio-economic and


public health issues by developing networks with experts from highly reputable
universities across the countries. Research projects are undertaken from start
to finish – inception, design, administration, fieldwork, analysis and reporting.

Research is tailored to the client’s requirements and the study objectives.


Research techniques available include:

Qualitative research – focus groups; in-depth interviews;


Quantitative research – survey design, survey management, statistical
analysis (including face-to-face, telephone and internet surveys)
Desk research and literature review
Project reporting to the highest standard.  A critical skill offered at not
merely presenting research findings, but drawing meaningful conclusions
and, where appropriate making actionable recommendations.

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SERVICES
III. CONSULTING SERVICES

A. Marketing Consulting Services

Fully equipped with extensive market, industries, retail, and consumer


knowledge, QASA Marketing Consulting Services are producing ‘business
sound’ marketing recommendation for our clients. With extensive cross
industrial experiences, our consultants have comfortably positioned
themselves as ‘partner’ to optimally works alongside our clients in addressing
their marketing challenges.

B. Strategic Business Services

Qasa’s Strategic Business Services (SBS) provides inevitably a more complicated


than the conventional market research which includes the normal consumer
research. Opposed to the conventional market research, marketing
information by observing the environment of their location and that of the
competitions location are a low cost alternative to garner information from
potential and existing customers.

Qasa’s SBS can help your company make smarter business decisions by
identifying key data based on your specific needs. By gaining greater insight
into the needs, wants aspirations and composition of your target audience and
your competition and implement more successful marketing solutions. Qasa’s
SBS can give you a multi-dimensional view of vital factors that can affect your
company’s position in the marketplace.

B.1. Entry Strategy


Entering a new market with an existing product or service is hard enough - but
introducing a new innovation into a new market is an even greater strategic
challenge. Whatever the requirement, success depends on understanding the
specific opportunities that lie at the intersection of consumer/customer needs,
industry trends, future aspirations and your ability to deliver.

What can Qasa’s Entry Strategy Services offers?

Past, present and future facts-based consulting to guide market entry


strategy and decision-making
Provide domestic market entry strategy options
Thorough and Complete competitive analysis

The Challenges

Deciding whether to enter markets


Establishing the opportunity and right fit
Determining how to go to the market
Evaluating the offerings, partners, channels, customer targets
Creating a roadmap for effectively acting on the dynamics and complexity
of emerging markets
Dealing with emerging competitive and partner scenarios
Qasa Strategic Business Strategy draws on its Consultants,
Analysts, and proven tools and methods to help you identify
and execute on, new market opportunities. In a typical
Market Entry Strategy consulting engagement it will cover:

Market sizing, segmentation, and forecasting


Emerging and established competition
Channels, Key influencers
Market roadmap development

B.2 Market Assessment


A good Market Assessment usually reveals local
competitive landscapes where there could be services and
products that are only offered in the local market, which
might be your biggest competition eventually. It may also
enlighten you on Indonesia’s government regulations that
are unique to other countries as well as local specific
“standards” that your services and products must comply
with to even start the business.

Qasa’s Market Assessment Service is designed to identify


the broad potential market for new product areas,
processes or services. The possibilities may relate to
innovation, to new developments for an existing product,
or to a new business stream for an existing business. The
process is not designed to replace a full market study,
but it is designed to enhance businesses closer to making
good decisions.
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IV. BUSINESS SUPPORT SERVICES
FIRMS SEEKING TEMPORARY
SOLUTION FOR ITS STRATEGIC
ACTIONS
Quick Market Assessment. Come to Qasa and ask us what There has been increasing demand from our clients seeking
the market looks like for your service/product. We will assistance to implement business, trade, sales and market-
come back in less than 1 week and give you a hands-on ing strategic actions during transitional periods. Qasa has
data which would probably be worth much more in both evolved not only in providing research and consulting, we
quantity and quality than what you may have obtained also provides the following assistance to our clients:
in the first 12 months of being here in Indonesia on your
own. Get a head start with Qasa. Business Support:

Therefore, we offer our clients a fully fledged “Market Facilitating industry/Firm business mission exploring
Assessment Service”. However, there is one thing that opportunities/ selecting potential partners
makes Qasa services a bit different from that of other Providing assistance in obtaining
marketing research firms. It is the SPEED. Because Qasa License and permits
deeply believes in “actions” and we believe sometimes Trade promotion support
“first to market” is more effective in business than “perfect Trade/Industry Representative support
plans”, we offer our clients a set of “Quick Market
Assessment Service” which compile data within a very Sales and Marketing Support:
a short time span.
New Strategic Account Development
B.3. Business Match Making New channel sales and marketing support
The objective of the service is to establish sustainable and Market testing
profitable business ventures between Foreign/Local Product launch support
investors and local companies. Store tracking support
The most common form of partnerships involves:

Joint Ventures
Outsourcing
License production
Long term project co-operation
Market collaboration / development
Distribution Partnership

This is achieved through the development of business


partnerships which not only foster transfer of technology
and the exchange of business skills but also to gain mutual
sustainable profit.

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Winning
Competition
With US

17
PT. QASA Strategic Consulting
Jl. Prapanca Raya No.113,
Kebayoran Baru, Jakarta Selatan 12160,
Indonesia
Ph : +62 21 721 0225 (Hunting),
+62 21 725 0927
Fax: +62 21 721 0369
info@qasaconsulting.com
www.qasaconsulting.com

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