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1 ENGLISH Jilid 34 : Sep 2013 RM12.80 PP14167/05/2013(032485)!"#$%&'()*+,%-(./&01./&0&#,&*2(3&%#0"*(45678!"#$%&'()#*%+%%#',-."/',0%1!"#$%&'()*)+,%) 1

2 TINJAUAN RUNCIT BE MORE INFORMED We are already in September and we hope the recent Hari Raya season had brought in a lot of sales that will contribute positively to your overall performance this year. This time around, we share some information about a category that is rarely discussed Over The Counter or OTC medicinal products. Read our Rencana Runcit on common minor ailments and the types of OTC products that you should be offering to your shoppers. In addition, we feature an interesting article about how instant coffee is made. In Peruncit Praktikal section, we give you some tips on reducing electricity usage to help you save on business cost and how to give shoppers a more memorable experience while teaching you some common phrases in local languages that you will find very useful. Happy reading! We Have Moved! Dear readers, Please take note that our office which was formerly located in Menara AmFIRST has been relocated to the following address: RUNCIT MALAYSIA No. 31, Jalan Changgai 6/ Petaling Jaya Selangor Darul Ehsan Tel: (03) Fax : (03) (Note: Our telephone and fax numbers remain the same) Thank you. EDITORIAL TEAM

3 RENCANA RUNCIT UNDERSTANDING OVER THE COUNTER (OTC) PRODUCTS Various products for minor ailments Most of you are selling medicinal products in your shop such as for headache and wounds. Did you know that such products that can be sold directly to consumers without doctor s prescriptions are known as Over The Counter (OTC) products? In this article, we share some information about minor ailments and their corresponding OTC products that are available in the market to help you drive more sales of this category.

4 RENCANA RUNCIT 1 Minor Aches Very common minor ailments such as flu, fever, headache and menstrual cramps for which consumers look for fast relief. Which OTC products? They are usually known as analgesics or pain relief. Most contain Paracetamol but in different dosage and added ingredients for different types of pain. They come in various formats such as pills, syrup, chewable or soluble tablet and drops (usually for babies). What are the popular brands? PANADOL, UPHAMOL and CORTAL. 2 Cough & Sore Throat Although common, these ailments can be very uncomfortable as it may disturb speech. Therefore, consumers usually look for quick remedies. Which OTC products? OTC products for cough either contain antitussive or cough suppressant to reduce the urge to cough (for dry cough) or expectorants to loosen the mucus (for productive cough). Most of them are in syrup format but there are also cough tablets available. For sore throat, the products contain antibacterial agents to kill the bacteria that cause it and usually come in the form of lozenges. What are the popular brands? WOODS, HURIX, BREACOL, KELAPA LAUT AFRIKA, STREPSILS and DEQUADIN.

5 RENCANA RUNCIT 3 Indigestion & Stomach Aches Usually identified by pain that starts from the stomach and rises to the chest. Contrary to popular belief, it s not always caused by overeating. Which OTC products? The corresponding OTC products usually contain Antacid which either neutralises, reduces or increases acidity in the stomach and they come in liquid, tablet or soluble powder formats. What are the popular brands? ENO, GAVISCON, ACTAL, MAALOX and PO CHAI. 4 Wounds A type of injury in which the skin is torn, cut, or punctured. They are usually caused by falls, accidental cuts or burns. Which OTC products? Those that can disinfect the wound area and protect it to allow undisturbed healing to return skin s healthy structure. Antiseptic wash, gauze, bandage and plaster (which are available in waterproof, transparent, colourful or with prints) are common OTC products for wounds. What are the popular brands? DETTOL, HANSAPLAST, 3M, BURNOL and BETADINE.

6 RENCANA RUNCIT 5 Topical Pains Pains in the muscles and joints that are associated with sprains, backache, arthritis and strenuous sports activities. Which OTC products? Those that contain Menthol and Methyl Salicylate that produce warm sensation on the skin. They come in medicated oil, balm, cream or plaster formats. What are the popular brands? AMMELTZ, SALONPAS, TIGER BALM and MENTHOLATUM. Identifying Regulated OTC Products Every medicinal product including traditional preparations must be registered with the Drug Control Authority or Pihak Berkuasa Kawalan Dadah (PBKD) before they can be marketed in Malaysia. This is to ensure that they are safe to be used or consumed. Here are 3 ways to identify them: 1. Registration number In the past, it started with PBKD followed by six numbers and a letter. Now, all registration numbers start with MAL, followed by eight numbers and a letter (X for OTC products). 2. Hologram sticker The use of this indicator started in May The sticker has PBKD and the product s serial number printed on it. 3. Manufactured and expiry dates These are usually displayed near one another along with the batch or production lot number. 1 2 Conclusion Remember, you and your employees must know the basic product function in case shoppers ask about them. It is also good to display the products in glass cabinet at the front counter so shoppers know you sell them. Lastly, do the transaction quickly especially for shoppers who appear to be very sick. 3

7 PENGIKTIRAFAN RUNCIT CONGRATS TO THE MOST TRUSTED BRANDS! Brands that Malaysian consumers trust the most were once again celebrated at the 2013 Reader s Digest Trusted Brands. The ceremony that was held on 28 May at the Mandarin Oriental Kuala Lumpur awarded 107 winners, 16 for Platinum and 91 for Gold. 42 winners are Malaysian brands. This is the 15 th year that the survey was carried out in Malaysia. RUNCIT MALAYSIA congratulates all the winners! JUICE GOLD AWARD Award recipient - Mr SB Cheah, General Manager, Cotra Enterprises Sdn Bhd COOKING OIL GOLD & PLATINUM AWARDS Award recipient - Mr Heng Swee Seng, Senior General Manager, Lam Soon Edible Oils LAUNDRY DETERGENT GOLD AWARD Award recipient - Mr William Khoo, Marketing Director, Southern Lion Sdn Bhd

8 PENGIKTIRAFAN RUNCIT CATEGORY GOLD PLATINUM BEER BISCUIT SHOWER GEL RICE BOTTLED WATER Note: This article only highlighted FMCG brands that were featured in the 2013 Reader s Digest Trusted Brands

9 KATEGORI RUNCIT ENJOY COFFEE INSTANTLY Favourite beverage made easy Brewing coffee beans used to be the only method of preparing coffee. However, as demand for the beverage increased, a more convenient form of it was introduced. Known as instant coffee, it allows for faster preparation, lower shipping weight (compared with coffee beans) and longer shelf life. Here are more interesting facts about instant coffee that you may not have known. How It s Made Although easy to prepare a cup of coffee from it, the process of making instant coffee involves several meticulous processes. 1. Roasting - Coffee beans are roasted in rotating cylinders to bring out the aroma and flavour. 2. Grinding - The roasted coffee beans are ground to about 3mm in size. 3. Extraction - The ground coffee is brewed in water to produce a coffee solution with about 30-40% coffee mass. 4. Separation Residues of coffee beans and oil content are removed from coffee solution. 5. Drying Water in coffee solution is then removed by spray drying or freeze drying process. Spray dry forms rounded coffee powder while freeze dried coffee is in granular shape. 2 Interesting Coffee Facts Arabica beans contain about half the caffeine of Robusta. Decaffeinated coffee is made by steaming unroasted beans and rinsing it with a solvent that extracts caffeine from it.

10 KATEGORI RUNCIT Mixing For Various Purposes While instant coffee can be used directly, instant coffee mixes are also available in the market. Basic ingredients for coffee mixes are instant coffee, sugar and nondairy creamer. Other ingredients include: 1. Flavouring Common flavours in instant coffee mixes are caramel, hazelnut and vanilla but there are also unique flavours such as cinnamon and Irish cream. 2. Sweetener Apart from cane sugar, some mixes contain brown sugar which gives it a caramelised taste. In addition, there are variants with reduced or no sugar content. 3. Beneficial Ingredient Certain mixes come with a blend of herbs such as Tongkat Ali, Ginseng, Misai Kucing and Kacip Fatimah to give consumers an energy boost. Collagen too has been added to attract female consumers for its skin-firming ability. Did You Know? Unlike its local competitors, SUPER produces its own instant coffee before adding sugar and creamer. This way, they are able to ensure consistent quality in their famous range of SUPER instant coffee mixes. Article in collaboration with

11 PERUNCIT PRAKTIKAL - OPERASI SAVING ENERGY TIP Excessive sunlight can heat up the inside of your shop. If you have glass doors or windows that let in too much sunlight, consider using films or shades. Depending on the number of shoplot and types of equipment you have, you could be spending anywhere between RM500 4,000 a month on electricity alone. As this is a cost to your business, you would do well to reduce your electricity usage. Here are some suggestions: 1. Switch it off. Even if it is just for half an hour, make it a habit to turn off fans and lights in unoccupied rooms or areas (except for shopping areas inside your shop). 2. Ensure outdoor lighting is off during daytime. You may turn on lights outside your shop for safety reasons at night, so make sure they are off during the day. 3. Use energy-saving bulbs. If you are currently using the normal fluorescent lights, try switching to a different type that does not consume as much energy. These alternatives may be expensive but will give you a lot of savings in the long run. 4. Ensure regular maintenance of equipment such as freezers and chillers. Problems such as leakage, blockage or excessive frost can cause them to consume more energy. 5. Service your air conditioner. It is advisable to do this at least once a year to avoid over usage of electricity and having to replace parts when you could have avoided it.

12 PERUNCIT PRAKTIKAL - KEDAI CREATING MEMORABLE SHOPPING EXPERIENCE Good customer service can really help bring shoppers back. And that is important when you have to compete with so many shopping channels. Making every visit more pleasant and memorable does not have to cost a lot, but it does take some time and effort. Here s how to do it: 1. Give a simple greeting as shoppers walk in. Avoid being too loud as you may sound rude and insincere instead. Greeting is also a good way to deter shoplifters. 2. Create conversation during checkout but ensure they are not in a hurry. You can ask if they stay nearby or what they are cooking for lunch or dinner. If they tell you their names, remember it so you can address them correctly in their next visit. 3. Inform them of your current promotions if you think it is relevant to them. Let say they are buying a bottle of cooking oil and you are running a buy one free one promotion for a new cooking oil brand, why not suggest it to them? Even if they say no, they sure will appreciate the thought. 4. Sincerely thank them for their business and ask them to come again. It s a simple but very important gesture that we sometimes forget. Useful Phrases in Local Languages It is fun to say something in a different language even if you don t actually speak it. Here are some phrases you can use with your shoppers: Bahasa Malaysia Mandarin Tamil Selamat datang Huãn yíng Vaarungal Apa khabar? Nǐ hǎo ma? Eppadi irukeenga? Terima kasih Xiè xie Nandri Siapa nama kamu? Wŏ zěn yang chèn hū nĭ? Onga per enna? Tinggal di mana? Nĭ zhù zài fù jìn ma? Nee engu vasikkirai?

13 MEDIA RUNCIT RAP BENEFITS ME! Find out what this retailer has to say about one of our media Dear Runcit Media, I am Sajath Zulkepli Bin Hamid, the owner of Kedai Runcit Kamar Store in Gombak, Selangor. I have been running the business for ten years now. My outlet offers many types of FMCG products from food, drinks, household products to cosmetics. I am writing with regard to your Retail Advertising Panel. I have seen it in many outlets and I am interested to have it installed in my shop. What attracts me is that this medium advertises products in a proper manner and that it actually enhances the shop appearance. In addition, I believe it helps to increase product awareness and therefore, drive sales. I hope this request will be considered and I will soon have the Retail Advertising Panel at my shop. Thank you. Sincerely, Sajath Zulkepli Bin Hamid

14 MEDIA RUNCIT RAP A Strategic Brand Communicator As the only traditional trade media specialist, Runcit Media Sdn Bhd presents an integrated suite of breakthrough products that will help you own the hot spots in traditional trade outlets. Apart from recruiting potential outlets, we often receive requests from traditional retailers who believe that the effectiveness of our media will help to improve their businesses. The previous letter is an example of such requests, particularly for our Retail Advertising Panel or RAP. Placed at the entrance, this medium intercepts shoppers before they enter the shop. Area: Mainly in rural, suburban & urban areas Outlet type: Provision & Sundry Medical Hall Coverage: Peninsular & East Malaysia Target viewers: Shoppers, mass commuters & on transit Race skewed: Malay (70%), Chinese (23%), Indian (7%) ü ü ü ü Revolutionary media that intercept shoppers closer to the point of purchase. Excellent brand awareness vehicle for thematic & tactical messages. Messages stand out as it is located in a less cluttered environment. Creates touch points with traditional retailers to build goodwill & encourage sell in. Call Us For A Presentation! Runcit Media Sdn Bhd Tel : ; info@runcit.com.my

15 WIRA RUNCIT DARE TO CHANGE Willingness to explore and accept new ideas drives this retailer s success 12 years ago, Encik Nik Mat Nik Mahmud opened a fruit stall on his own land in Batu Rakit, Kuala Terengganu to make ends meet. As his business progresses, this ex-contract worker expands the shop with his own hands to transform it into the prominent Pasar Mini Rahmatmu Maju as it is known today. We spoke to him to find out the secrets behind his success. RMM: Can you tell us a little bit about your business? I manage this business with my wife and children. We open from 630am to midnight. Apart from groceries, we sell fresh produce such as fruits and vegetables. I always set a certain profit goal. For example, if I earn RM2,000 from a product this month, I will target to make RM3,000 in the following month. RMM: How did your shop become a Kedai Rakyat Agrobazaar? I am always looking for ways to change for the better. Since 30% of products in my shop are fresh produce, I qualified for the Agrobazaar loan offered by FAMA. I received RM35,000 and my shop was given a new signage, nicer display racks and point of sale materials. In return, I just have to sell rice, sugar, wheat flour, cooking oil and coconut supplied by FAMA at a predetermined price. RMM: You also sell products by wholesale. How do you manage this? I started after receiving some big orders from my shoppers. Apart from households, I also supply to restaurants and canteens. I use a van to make deliveries in the morning. RMM: What is your advice to retailers who want to start selling fresh produce? You have to be very committed because in order to get the best supplies, I have to be at the market as early as 4am. Practise first in first out and try selling older produce at a discounted price to finish off your stocks. RMM: What are your plans in the near future? I am planning to buy a shoplot and turn it into a 24-hour convenience store. My advice to other retailers is to work hard and always have the enthusiasm to succeed.

16 HALAMAN PAK RUNCIT BUILDING A HAPPY TEAM Ideas for low-cost incentives The Hari Raya season is just over and we hope you have achieved your sales target for the period. Now that September has begun, it is time to do all the necessaries to end the year on a good note. Time and again we have talked about how good customer service can contribute majorly to the success of your business. Let s not forget that this begins with contented employees. Many successful retailers would agree that to achieve this, good incentives need to be offered. They will not only make employees happy but also help to develop a sense of responsibility towards their job. There are many types of incentives you can offer your employees, and they need not cost a lot. Here are some ideas that you can try: 1. Store discount this is probably the easiest incentive to be given. Depending on how well your business is doing, you may want to offer a small discount to every employee or just the exceptional ones. You can also create a system where bigger discount is given to employees who perform better than others. 2. Company parties this does not have to be done in fancy places. Try organising small parties in the shop after it is closed or invite your employees over to your house. The occasion can be anything from festivals like Hari Raya or Chinese New Year, birthdays or achieving sales target. 3. Family time employees appreciate it if you respect their personal time especially when they are married and have children. Try to be more flexible about letting employees take leave for family emergencies and during school holidays (as long as they give you early notice). Remember, this has to be done carefully to avoid your employees from taking advantage of you. 4. Treats you do not need to throw a party just to treat your staff to some nice food. A few times in a month, try bringing some fruits or kuih that you buy from nearby stalls for your employees to enjoy. Do get something for your employees when you go for a vacation too. Simple, no-mess food items that can be shared such as tidbits and biscuits is a good choice.

17 HALAMAN PAK RUNCIT 5. Random act of kindness being kind when people are least expecting it is the best way to get your deed remembered and appreciated. For example, you can praise your employees for doing a good job or offer to send them home when it rains or is too hot outside. Ensuring employee satisfaction is part of your contract when you decided to become a business owner. As you are well aware, you cannot do everything on your own. Getting employees to help you achieve your goals may require more than just reasonable salary. Being present and acknowledging their importance will go a long way in making them perform better and increasing your store sales. It is also important to make informed decision on the types of incentives to offer your employees. You may think that you are being generous by buying them dinner if they have to work late but sometimes there are other things that they will appreciate more. To avoid this, you must build a good communication habit with your employees. Try to schedule meetings every once in a while to find out what your staff need in order to do their jobs better. Not every suggestion need to be fulfilled but at least your employees know that they are being heard. We hope the above tips will help you make changes that will benefit your business. Good luck!

18 TANYA PAK RUNCIT Sponsored facilities are usually linked to sales volume. For example, if the sales volume of brand X reaches a certain high amount, the brand owner would likely offer facilities such as chiller or freezer to the retailer. However, it is still possible for retailers to request for the sponsored facilities. COLLECTING DEBT Q1 How do I collect debts from my shoppers? Some owe me from one to two months ago, but some have not paid their debts from the last three to four years! Poh Woh Tong Gopeng, Perak Try managing the extension period for those existing debts. Give one or two weeks to shoppers whose debts are not that long ago to settle them off. Those who have not paid for years, chances are they may never pay, so give them an ultimatum; pay off their debts within a certain period or you will be forced to stop giving them credit. It is always best to only accept cash. If you still want to allow buying on credit, the recommended repayment period is not more than one month. Try limiting to regular shoppers so it is easier to track them. SPONSORED CHILLERS Q2 How do I get sponsored chillers that are usually given to retailers in town areas? Although my shop is in a rural area, there are many farm workers who want to buy cold drinks. Cik Yah Hassan Temerloh, Pahang We advise you to speak to the suppliers of brands you constantly support. Ask them if your shop qualifies for a sponsored chiller. It is advisable to offer a few popular brands that are already trusted by consumers than having more unknown brands that shoppers are not interested in. ATTRACTING SHOPPERS Q3 What else can I do to attract shoppers apart from using advertisements and point of sale materials? Kedai Runcit Mohd Radzi Bahau, Negeri Sembilan There are many ways to make your shop more attractive to shoppers. To start off, you must make sure that your customer service level is at its best. You can also enhance your shop appearance by having good display and merchandising practices. Try asking your trusted suppliers for advice on this. In addition, you must have a good product range. Offer products and brands that your shoppers would definitely want to buy, and manage your stocks level well. You can also refer to Rencana Runcit in issue 33 to learn about the changes other retailers have made in order to keep up with changing consumer demands.

19 CAKAP-CAKAP RUNCIT FRESH & FROZEN PRODUCTS I started by selling dry groceries but when I received a lot of demands for fresh produce, I started to extend my offering. Now I sell fresh chicken, fish, vegetables as well as frozen food products. I also sell toys because there are many children in my area. J. Mohamed Rafi J.S Setor Ampang, Selangor FS: Ng Shau Boon FISHING EQUIPMENT My business started as a photocopy shop but I decided to sell FMCG products as well. I also notice a huge demand for fishing equipment and since I am a big fan myself, I began selling them too. Those who are interested to purchase these equipment may contact me at Wan Makazan bin Wan Yusoff Makazan Enterprise Bangi, Selangor FS: Muhammad Ashraf

20 CAKAP-CAKAP RUNCIT SEWING & ALTERATION SERVICES I started with a stationery shop providing photocopy, fax, rubber-stamping and business card printing services. However, due to high demand for magazines and FMCG products, I started offering them in my shop. In order to attract more shoppers, I allocate a space to provide sewing and alteration services too. T. Mohan a/k Thandavamurthi Taipan Three Star Enterprise USJ, Selangor FS: Mohd Azam HOME ESSENTIALS Apart from groceries, I also sell fresh produce such as fish and vegetables in my shop. However, what sets me apart from my competitors is that I also offer home essentials such as knives, locks and taps. This is due to the location, which is far from town, making it hard for the people in this area to get such items. Janarthanam s/o Govindan Nambiar Jaya Store Sungai Buloh, Selangor FS: Ng Shau Boon HUSBAND & WIFE TEAM Five years ago, my husband started a sundry business that also distributes keropok lekor to schools and night markets. On the other hand, I ran a shop offering clothing, kitchen utensils and sewing services. In 2012, we decided to put our businesses under one roof. The performance has improved tremendously as we manage to retain shoppers from both businesses. Siti Zuraiyah binti Salikan Iswi Enterprise Telok Panglima Garang, Selangor FS: Mohd Azam END