1. Maintenance and Quality Control
As an entity tasked with managing national food logistics, maintaining quality is one of Perum BULOG’s effort to uphold market trust. Perum BULOG uses Integrated Warehouse Pest Management (PHGT) as the main principle in the maintenance of commodities managed by Perum BULOG. PHGT prioritizes warehouse cleanliness, monitors commodity and warehouse maintenance, then preventive activities (spraying) and curative pest control activities such as fumigation in the event of a pest attack.
In addition, Perum BULOG has a Calibration Laboratory built to calibrate Perum BULOG’s measuring instruments such as water content meters (MKA) and thermohygrometers.
The laboratory is headed by the Head of the Quality Control and Maintenance Division and was built in 2 (two) locations, namely at the Head Offi ce (17th fl oor) and the East Java Regional Offi ce. On June 14, 2017 Perum BULOG Accreditation Laboratory has been offi cially accredited by the National Accreditation Committee.
2. Market Intelligence
a. Brand awareness survey of BerasKita, ManisKita, MinyakGorengKita, TeriguKita products
In connection with the development of Perum BULOG’s commercial business and the launch of around 30 new product brands in the fourth quarter of 2019, Perum BULOG conducted a brand awareness survey to evaluate the level of consumer awareness, market perception and to determine consumer intentions to purchase KiTA products which have been previously launched in the market, namely BerasKita, ManisKita, MinyakGorengKita, and TeriguKita.
The results of the online survey are expected to give input in determining Perum BULOG’s brand strengthening strategy. From the aspect of consumer perception, most respondents (>60%) perceive 4 (four) Pangan KiTA products as clean and quality domestic products and very few respondents (<25%) perceive Pangan KiTA products to be available in many places. Meanwhile, in the aspect of intention to purchase KiTA products, most of the respondents (>85%) showed an interest to purchase Pangan KiTA products.
b. Analysis of the competition in the market
One of the most important Market Intelligence activities carried out by Perum BULOG is the analysis of product
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produk di pasaran. Di tahun 2020 Perum BULOG melakukan analisis persaingan produk olahan daging kerbau yaitu produk bakso dengan merek Bakso KITA terhadap pesaing yang telah lebih dulu memasuki pasar produk bakso.
c. Pengumpulan data dan analisis Hotel, Resto dan Kafe Sehubungan dengan kegiatan penjualan komoditi komersial melalui saluran ritel, Subdivisi Market Intelligence Divisi KP2A telah melakukan pengumpulan data rumah sakit, katering dan restoran di wilayah kerja Kantor Cabang Perum BULOG Selindo. Pengumpulan data ini dimaksudkan sebagai bentuk informasi calon pelanggan potensial yang dapat di-prospek sebagai saluran maupun jaringan penjualan ritel komersial.
d. Analisa Produk Beras Berbumbu
Perum BULOG saat ini telah memasarkan produk beras berbumbu dengan merek Al Hambra dengan 5 (lima) varian beras berbumbu timur tengah, yaitu nasi kebuli, nasi biryani, nasi bukhori, nasi mandhi, dan nasi kabsah.
Dilakukan analisa produk beras berbumbu yang ada di pasaran, dalam rangka memberikan informasi terkait kondisi persaingan produk beras berbumbu saat ini.
e. Perkembangan Harga Gula di Tingkat Produsen/Pabrik Gula
Subdivisi Market Intelligence melakukan penghimpunan data dan informasi perkembangan harga serta ketersediaan stok hasil giling tebu Pabrik-Pabrik Gula di wilayah Sumatera Utara, Riau & Kepri, Sumatera Selatan, Lampung, Jawa Barat, Jawa Tengah, DI Yogyakarta, Jawa Timur, Sulawesi Selatan, dan NTB.
f. Customer Review Produk Pangan Perum BULOG di e-marketplace iPanganandotcom Tahun 2020
Subdivisi Market Intelligence melakukan Analisa pertumbuhan jumlah pelanggan selama periode Januari s.d Agustus 2020 dan analisa terhadap ulasan (review) pelanggan terhadap 5 merek produk beras Medium (Nanas Madu, Tani Makmur, Selera Kita, Asoka, Sukarasa) dengan pertimbangan bahwa merek-merek tersebut merupakan merek beras yang paling banyak terjual.
g. Database Industri Produk Olahan Beras
Dilakukan penghimpunan informasi dari berbagai sumber tentang daftar perusahaan industri pengguna bahan baku beras, yaitu pabrik tepung beras dan pabrik bihun. Diperoleh 17 pabrik bihun dan 7 pabrik tepung beras yang dapat dihubungi.
h. Usulan Desain Survei Vote Ur Fave
Membuat desain survei yang dapat digunakan sebagai metode implementasi program tersebut. Desain survei
competition in the market. In 2020 Perum BULOG conducted a competitive analysis of processed buff alo meat products, namely meatball products with the Bakso KITA brand against competitors who had previously entered the meatball product market.
c. Data collection and analysis of hotels, restaurants and cafes In relation to commercial commodity sales activities through retail channels, the Market Intelligence Subdivision of the KP2A Division has collected data on hospitals, caterers and restaurants in the working area of the BULOG Selindo Branch Offi ce. This data collection is intended to provide information on potential customers as prospective channels or commercial retail sales network.
d. Seasoned Rice Product Analysis
Currently, Perum BULOG has marketed seasoned rice products under the Al Hambra brand with 5 (fi ve) variants of Middle Eastern spiced rice, namely kebuli rice, biryani rice, bukhori rice, mandhi rice, and kabsah rice. An analysis of seasoned rice products on the market is conducted, in order to provide information regarding the current competitive conditions for seasoned rice products.
e. Sugar Price Development at the Sugar Producer/Factory Level
The Market Intelligence subdivision collects data and information on price developments as well as stock availability of milled sugar cane in sugar factories in North Sumatra, Riau & Riau Islands, South Sumatra, Lampung, West Java, Central Java, DI Yogyakarta, East Java, South Sulawesi, and NTB.
f. BULOG Food Product Customer Reviews on the iPanganandotcom e-marketplace in 2020
The Market Intelligence subdivision analyzes the growth in the number of customers during the period of January to August 2020 and analyzes customer reviews of 5 Medium rice product brands (Nanas Madu, Tani Makmur, Selera Kita, Asoka, Sukarasa) with the consideration that these brands are the most sold brand of rice.
g. Rice Processed Products Industry Database
Gathering information from various sources to build a list of industrial companies that use rice as raw materials, namely rice fl our factories and vermicelli factories. There were 17 vermicelli factories and 7 rice fl our factories that could be contacted.
h. aUr Fave Vote Survey Design Proposal
Create a survey design that can be used as a method of implementing the program. The survey design can be
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ini dapat disesuaikan kembali sesuai perkembangan situasi dan kondisi yang ada.
3. Komunikasi Pemasaran a. Kegiatan Luring
i. Pameran dalam rangka Rakernas I PDI-Perjuangan di JIEXPO Kemayoran Jakarta, 10-12 Januari 2020.
ii. Bazaar di Kantor Bupati Padang Pariaman, 8-11 Januari 2020.
iii. Membuka booth di acara Hari Pers Nasional di Banjarmasin, Kalimantan Selatan, 7-9 Februari 2020.
iv. Membuka booth di acara Festival Pare-pare, Kota Pare- Pare Sulawesi Selatan, 20-26 Februari 2020.
v. Pasar Murah Kanwil NTT, 4-6 Maret 2020.
vi. Pembuatan media promosi penjualan yaitu media promosi leafl et RPK, Brosur Pangan Kita, brosur e-commerce, roll banner untuk e-commerce, Pangan Kita, dan Fortivit, serta pemasangan baliho.
vii. Pembuatan media promosi Fortivit berupa x-banner dan brosur oleh Kanwil Riau dan Kepri dan pembuatan video promosi Fortivit oleh Kanwil Kalbar.
viii. Desain Standarisasi Media Promosi Selindo ix. Pemasangan iklan KRL pada hanging alley dan inside
door gerbong KA rangkaian dengan rute Bogor-Tanah Abang periode 16 September-16 November 2020.
Produk yang dipublikasikan yaitu Berasadihati dan Beras Fortivit.
x. Pekan Sagu Nasional, peluncuran Sagoome, booth dan MoU untuk pengelolaan Sagu diadakan di Kemenko Jakarta, 20 Oktober 2020.
xi. Pembukaan booth dalam acara Hari Santri Nasional di Jakarta, 22-23 Oktober 2020.
xii. Peluncuran produk Besita (Beras Singkong Petani) di Bandung, 15-16 Desember 2020.
xiii. Pemasangan iklan sticker pada back window mobil kantor menggunakan jasa Stickearn dengan kontrak setahun pemasangan.
b. Kegiatan Daring
i. Kuis dan games pada Media Sosial.
ii. Promo online.
iii. Maintenance Media Sosial.
iv. Pemantauan jumlah pengunjung Marketplace.
v. BUMN Marketing Award 2020 4. Survei Kepuasan Pelanggan
Untuk mengukur keberhasilan kegiatan transaksional penjualan, Perum BULOG melakukan survei untuk mengukur tingkat kepuasan pelanggan produk Komersial BULOG di saluran grosir dan ritel. Survei dilakukan secara online dengan membagikan link kuisioner kepada responden.
readjusted according to the development of the situation and conditions.
3. Marketing Communication a. Offl ine Activities
i. Exhibition in National Work Meeting of PDI-Perjuangan at JIEXPO Kemayoran Jakarta, 10-12 January 2020.
ii. Bazaar at the Padang Pariaman Regent’s Offi ce, 8-11 January 2020.
iii. Opening a booth at the National Press Day event in Banjarmasin, South Kalimantan, 7-9 February 2020.
iv. Opening a booth at the Pare-Pare Festival, Pare-Pare City, South Sulawesi, 20-26 February 2020.
v. Cheap Bazaar NTT Regional Offi ce, 4-6 March 2020.
vi. Production of sales promotion media, namely RPK leafl ets, Pangan Kita Brochure, e-commerce brochures, roll banners for e-commerce, Pangan Kita, and Fortivit, and installation of billboards.
vii. Making Fortivit promotional media in the form of x-banners and brochures by Riau and Riau Islands Regional Offi ces and making Fortivit promotional videos by West Kalimantan Regional Offi ce.
viii. Selindo Promotion Media Standardization Design ix. Advertisement in KRL on hanging alleys and inside
doors of train carriages of Bogor-Tanah Abang route for the period 16 September-16 November 2020. The products published are Berasadihati and Fortivit Rice.
x. National Sago Week, the launch of Sagoome, booth and MoU for Sago management was held at the Coordinating Ministry, Jakarta, 20 October 2020.
xi. Booth opening at the National Santri Day event in Jakarta, 22-23 October 2020.
xii. Launch of Besita (Farmers’ Cassava Rice) product in Bandung, 15-16 December 2020.
xiii. Installation of sticker advertisements on the back windows of offi ce cars using Stickearn services with a one year installation contract.
b. Online Activities
i. Quiz and games on Social Media.
ii. Online promotions.
iii. Social Media Maintenance.
iv. Monitoring the number of Marketplace visitors.
v. BUMN Marketing Award 2020 4. Customer Satisfaction Survey
To measure the success of transactional sales activities, Perum BULOG conducted a survey to measure the level of customer satisfaction for BULOG Commercial products in wholesale and retail channels. The survey was conducted online by distributing questionnaire links to respondents.
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5. Penguatan Penjualan Berbasis Online
Berdasarkan data hasil survei BPS, 9 dari 10 responden melakukan aktivitas berbelanja secara online dalam memenuhi kebutuhan hariannya selama masa pandemi Covid-19. Dari responden yang melakukan aktivitas belanja online, terdapat peningkatan aktivitas belanja pada platform online sebesar 42%. Hal ini menunjukkan bahwa masyarakat cenderung mengubah pola belanja dari yang tadinya berbelanja dari offl ine ke platform online.
Sejak tahun 2019, Perum BULOG telah menginisiasi penjualan dengan menggunakan platform e-commerce sebagai saluran penjualan komoditasnya. Di tahun 2020, Perum BULOG melakukan kerja sama dengan enabler PT Storesend Indonesia (PT SSI) untuk mengembangkan toko pangan online dengan nama iPangananDotCom di mana PT SSI sebagai pengelola toko pangan online tersebut. Perum BULOG membangun gudang e-commerce di 6 (enam) wilayah lain selain Jakarta yaitu Medan, Bandung, Semarang, Yogyakarta, Surabaya, dan Makasar yang beroperasi sejak Februari 2020.
Di samping itu, Perum BULOG secara serius menggarap penjualan dengan menggunakan marketplace yang tersedia.
Hingga September tahun 2020, pertumbuhan penjualan melalui jalur online rata-rata mencapai 63,54%, dengan realisasi penjualan melalui beberapa platform marketplace mencapai Rp16,62 miliar dengan kontribusi terbesar melalui iPangananDotCom.
Kendala yang dihadapi dalam penjualan secara online khususnya di offi cial store BULOG yaitu biaya pengiriman yang tinggi untuk komoditas groceries dengan tujuan luar Jabodetabek, sehingga mayoritas konsumen berada di wilayah Jakarta dengan pilihan jasa pengiriman same day.
Selain itu, terdapat kendala jumlah petugas admin untuk operasional handling order yang masih terbatas terutama apabila trafi k pesanan sedang meningkat. Adapun kendala lainnya yaitu kurangnya marketing produk sebagai campaign untuk meningkatkan brand awareness produk brand “KITA”
di konsumen pengguna online, sehingga akan berdampak terhadap penurunan penjualan.
Upaya untuk meningkatkan penjualan dan menciptakan awareness terhadap produk komersial Perum BULOG melalui penjualan online yaitu dengan memberikan berbagai program promosi menarik ataupun ikut serta dalam program yang ditawarkan oleh platform serta melakukan campaign secara berkesinambungan di berbagai media online maupun offl ine.
5. Online-Based Sales Enhancement
Based on data from BPS survey, 9 out of 10 respondents shopped online to meet their daily needs during the Covid-19 pandemic. Of the respondents who did online shopping activities, there was an increase in shopping activity on online platforms by 42%. This shows the tendency of people changing their shopping patterns from shopping offl ine to shopping at online platforms.
Since 2019, Perum BULOG has initiated sales using the e-commerce platform as its commodity sales channel. In 2020, Perum BULOG collaborated with enabler PT Storesend Indonesia (PT SSI) to develop an online food store under the name iPangananDotCom where PT SSI is the manager of the online food store. Perum BULOG has built e-commerce warehouses in 6 (six) other areas besides Jakarta, namely Medan, Bandung, Semarang, Yogyakarta, Surabaya and Makassar, which have been operating since February 2020.
In addition, Perum BULOG is seriously handling the sales in the available marketplaces. As of September 2020, sales growth through online channels averaged 63.54%, with sales realization through several marketplace platforms reaching Rp16.62 billion with the largest contribution through iPangananDotCom.
The obstacle faced in online sales, especially at the BULOG official store, is the high shipping costs for groceries commodities to destinations outside Jabodetabek, thus the majority of consumers are in the Jakarta area with the choice of same day delivery service. In addition, there is a problem with the number of admin offi cers for operational order handling, which is still limited, especially when order traffi c is increasing. Another obstacle is the lack of product marketing as a campaign to increase brand awareness of “KITA” brand products for online consumers, which consequently cause the decreasing of sales.
The eff orts to increase sales and create awareness of Perum BULOG’s commercial products through online sales, are by providing various attractive promotional programs or participating in programs offered by the platform and conducting ongoing campaigns in various online and offl ine media.
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