In the fast-moving consumer goods (FMCG) sector, retail shelf space is a continuous turf war. A regional sales manager cannot optimize a distribution strategy if they don't know exactly how their product volume compares to a direct competitor at the individual outlet level. If a merchandiser (MD) is simply reporting "competitor present" without capturing the exact purchase volume or the specific supply chain source, the brand is flying blind. This Memento system acts as a rigid, competitive intelligence ledger, forcing field agents to capture exact purchasing metrics across both internal brands and rival products.
Locking the Retail Profile
Market intelligence is only useful if it is tied to a specific, actionable location. The template refuses to allow generic data entry; it requires a deep profile of the battleground.
Before tracking a single bottle of water, the auditor must identify the specific "MD" (Merchandiser) responsible for the data. They must then lock in the "Nama Outlet", "Alamat" (Location), and crucially, the "Segmentasi"—forcing a hard classification between "Fine dining", "Cafe", "Coffee shop", or "Local Chain". By combining this with a 5-star "Bintang" rating and the exact contact details of the "Nama PIC" (Person In Charge), the database ensures that sales teams know exactly who controls the purchasing decisions at their most valuable retail nodes.
The Internal and External Volume Matrix
The core of the database is a side-by-side volume audit. It doesn't just track if a product is on the shelf; it forces the auditor to map the supply chain.
For internal Danone products, the system isolates exact SKUs: "AQUA 330", "AQUA 600", and premium lines like "380 Sparkling". For every SKU, the MD must input the "Harga Modal" (Cost Price), the weekly volume ("Pembelian/minggu (box)"), and explicitly declare the "Sumber barang" (Source of goods: Depo, Dist, or Agen). It then forces the exact same rigorous audit onto the "Product Kompetitor" section. The MD must track identical metrics for "AMIDIS", "Le Mineralle", "Ades", "Cleo", and "CLUB". This side-by-side structure instantly reveals if a specific cafe is sourcing AQUA from a distributor but buying cheaper competitor water directly from an agent.
Uncovering the Trade Marketing Spend
Knowing that a competitor is winning is the first step; knowing how they are winning is the ultimate goal. The final module of the template is dedicated to trade marketing espionage.
Under "SUPPORT KOMPETITOR", the MD must declare if there is "Current Support dari Kompetitor Lain" (Current Support from Other Competitors). If yes, they are forced to provide the "Detail Support", the "Periode Mulai Support", and the "Periode Berakhir Support". Finally, they must identify the specific "Concern Support dari AQUA" required to win the account back—whether that means deploying "POSM" (Point of Sale Materials), "FOC" (Free of Charge stock), or adjusting "Harga" (Price). This transforms raw volume data into a highly specific counter-attack strategy for the sales director.