Two tobacco retailer programmes in Banyuwangi, Indonesia: a qualitative study

Area of Science:

• Public Health
• Health Promotion
• Tobacco Control

Background:

• Indonesia faces high tobacco retail density, with companies employing innovative point-of-sale (POS) promotions.
• Tobacco companies utilize retailer programs to market products effectively in high-density retail environments.

Purpose of the Study:

• To explore tobacco company strategies through retailer programs in Banyuwangi, Indonesia.
• To identify key marketing tactics used by major tobacco companies at the retail level.

Main Methods:

• Qualitative study involving observations and in-depth interviews with 18 retailers (12 Sampoerna Retail Community, 6 Gudang Garam Strategic Partnership).
• Data analysis focused on identifying distinct promotional strategies employed by each tobacco company.

Main Results:

• Gudang Garam focused on product visibility, while Sampoerna utilized power walls, store rearrangements, and customer-focused schemes (rewards, coupons).
• Sampoerna introduced a mobile application for online sales, potentially attracting younger consumers and enabling data collection for targeted marketing.

Conclusions:

• Both tobacco company programs aim to enhance brand display and foster brand loyalty.
• The Sampoerna mobile application offers potential for data collection on purchasing behaviors, facilitating personalized marketing strategies.
• Stronger regulation of tobacco sales promotion, including banning indoor advertising and POS displays, is crucial.