Indonesia Super-efficient AC Marketing & Manufacturer Outreach

CLASP is seeking a partner in Indonesia to promote the most efficient residential air conditioners on the market. With CLASP, the partner will engage manufacturer participation in the promotional effort and give manufacturers what they need to lead promotional efforts of their own.




CLASP is an international, nonprofit organization specializing in appliance energy efficiency. Efficient appliances save money for people and governments, and improve services that we rely on, like cooling and cooking.

CLASP is seeking a partner in Indonesia to promote the most efficient residential air conditioners on the market. With CLASP, the partner will engage manufacturer participation in the promotional effort and give manufacturers what they need to lead promotional efforts of their own. Rather than promote efficient air conditioners independently, this campaign will seek to coordinate and reinforce the efforts of manufacturers and other key stakeholders. The project will be done in partnership with the Directorate General of New Renewable Energy and Energy Conservation (DJEBTKE) under the Ministry of Energy and Mineral Resources (KESDM).

If this first promotional round is successful, CLASP may want to partner with the firm on additional products: lighting, refrigeration, etc.

The partner must have experience in direct consumer communications and promotions via social media. Experience in communicating around energy and/or environmental issues and previous marketing work with consumer appliance companies preferred. The partner should also have experience and press contacts with national media players. The marketing effort will be conducted in Bahasa Indonesia, with English also used for communication within the team (e.g., contracts, invoices, planning documents).


CLASP’s national survey shows that a large majority of consumers consider energy consumption as an important consideration in purchasing new appliances. The Indonesian energy label would be the primary signal to consumers about how much energy an appliance consumes. However, the energy label does not sufficiently differentiate among appliances, with 80% of air conditioners receiving the highest, 4-star level. The label is currently undergoing a revision; however, a number of stakeholders still insist that in practice, the majority of consumers would only purchase cheaper products.

The goal of this effort, then, is to drive consumer purchasing of super-efficient air conditioners (defined as 13.5 Btu/h/W EER or 4.2W/W CSPF (future 4- or 5-star) by partnering with manufacturers or importers to promote them, and helping them realize the value of efficiency as a sales strategy.

Scope of Work


July–Dec 2021

Product Scope:

Residential air conditioners

Task 1: Research

  • Review list of super-efficient ACs currently sold in Indonesia and become familiar with key models and manufacturers, particularly targeted for residences or small to medium enterprise
  • Identify focal points at key manufacturers, importers, and retailers and assist with recruiting them to participate in a “Coordination Group” for the campaign
  • Research current or recent AC manufacturer marketing campaigns and summarize key message
  • Identify messages that link to efficiency, especially to efficient ACs for the target consumers (e.g., through focus groups, social media listening)
  • Identify key selling periods (e.g., holidays/change of seasons)
  • Identify current geographic distribution sales for these ACs including e-commerce channels in the market place that contributed to the sales particularly during the pandemic time
  • Assess the effectiveness of working with social media influencer for online campaign
  • Identify international, national days, and regular events (online/offline) held by KESDM within the time duration and arrange campaign activities that can be used to create awareness and amplify energy efficiency benefits and products

Task 2: Message Testing

  • Develop new key AC messages that highlight efficiency, especially benefits of super-efficient ACs
  • Integrate into a brand identity/templates linked to but separate from EBTKE and the current LTSHE label
  • Test these messages with focus groups of consumers and revise messages accordingly. Identify influencing factors towards consumers’ attitudes and decisions (external, self-interest, etc.)
  • Test with individual manufacturers to discuss how messages could support their forthcoming marketing
  • Together with CLASP, present to Coordination Group formed for the effort with focal points from DJEBTKE and key EE champions
    • discuss how messages can be used
    • coordinate timing through the end of the year
    • discuss metrics for judging success (see Task 4)

Task 3: Campaign

  • Launch targeted public awareness campaign with established parameters (number of clicks, number of people reached, % national awareness, sales of super-efficient ACs, etc.)
  • Create awareness raising and education/knowledge messages about energy efficiency targeting households and small medium enterprises
  • Campaign shall be independent of, but materials shall be shared and used by communications team in DJEBTKE and KESDM, key EE champions in the Coordination Group
  • Create templates and brand design to be used by Coordination Group and other stakeholders
  • Support CLASP efforts to obtain manufacturer commitments to market super-efficient ACs
  • Support manufacturer efforts to sell super-efficient ACs, e.g., by amplifying manufacturer marketing efforts
  • In national media, recognize participating manufacturers and any new announcements or commitments related to super-efficient ACs

Task 4: Award Event and Conclusion

  • Compile and review marketing and other efforts by participating manufacturers and other champions during the campaign
  • Highlight best practices at an annual event
  • Award companies that market energy efficient products through earlier defined criteria (local content, performance level, consumer satisfaction vote, price vs. performance, etc.)
  • Use the event as a further opportunity for publicity, in the national media (online and offline)
  • Secure high-level stakeholders from KESDM to participate in the award event.
  • Summarize lessons learned and recommendations for future campaigns in 20-slide power point

Key Milestones and Deliverables

  1. Summary of research and draft messages
  2. Report of results from message testing
  3. Presentation of research and messaging recommendations to “Coordination group”
  4. Final messaging, templates, and brand design
  5. Monthly meetings with Coordination Group
  6. Daily log of campaign efforts
  7. Highlight of manufacturer best practices throughout the campaign and draft recommendations for future campaigns
  8. Presentation of campaign findings and recommendations at award event
  9. Six press releases for national media
    • Initial announcement of campaign
    • Four announcements of manufacturer commitments
    • Summary of campaign and awards ceremony 

Evaluation Procedure

A committee appointed by CLASP will evaluate proposals received from respondents. Selection of qualified companies or organizations will be based upon the following criteria:

  • Technical Evaluation Factors
  • Cost Evaluation Factors

All bids will be evaluated and ranked using Quality and Cost Based Selection (QCBS), with 80 percent of the score accorded to the technical proposal, and 20 percent to the financial proposal. The detailed evaluation criteria can be found in Annex A.


  • Register as Implementing Partner Interested parties must register as a CLASP Implementing Partner at this link: CLASP Partners
  • Fill out Pre-Qualification Questionnaire (PQQ) All candidates must fill out the Prequalification Questionnaire at this link. The PQQ is a thorough due diligence screening aimed at gathering legal and financial information on prospective partners/vendors. If some of the questions do not apply to you, feel free to type in “ n/a ” and go to the next question. We will be notified once you save the PQQ and submit it
    • Organizations that have already completed the PQQ do not need to complete it again. However, if the PQQ was submitted more than 3 years ago, or if the structure of the business has changed, please let us know by sending an email to the Legal and Contracts Manager, Andrea Testa ( to determine next steps
  • Submit Technical and Financial Proposals Interested parties should submit separate technical and financial proposals as electronic files (preferably in PDF format). Proposals must be submitted – in English – via this form link. The file should be named as per the following example:

[CONTRACTOR_NAME] _Technical Proposal_ RFP 06-21

[CONTRACTOR_NAME] _Financial Proposal_ RFP 06-21

The deadline for application has been extended to July 19, 2021, including registration as an Implementing Partner, submission of the PQQ, and submission of the technical and financial proposals.

The length of the technical proposal should not exceed 20 pages and should include:

  • Detailed approach and methodology for the design, implementation, and management of the project
  • Detailed timeline for all project activities, tasks, milestones, and deliverables for the project within the time frame indicated above
  • Background and experience of conducting similar activities especially on consumer appliances
  • A summary of qualifications and experience of key personnel that will execute the project

CVs and related summaries of experience and qualifications of proposed project team staff should be included in an Annex and should not exceed 10 pages.

The financial proposal (in USD) should include:

  • Detailed budget that includes all direct and indirect cost estimates for executing the project, including a breakdown (in days) of the level of effort and costs associated with each team member that will be engaged in the project

All questions may be addressed in English to Katriana Dubytz at The last date for submission of questions related to this RFP has been extended to July 12, 2021. We request all inquiries be made by e-mail and not by phone.


Technical Approach (40 points): The technical approach described in the proposals will be evaluated on:

  • The demonstrated understanding of the overall project context (15)
  • The detailed work plan and approach clearly defining the target objectives and the strategy to achieve the objectives as outlined in the scope of work (20)
  • Realistic and robust project delivery timeline (5)

Management Structure and Staff Qualification (20 points): The proposed management structure and staff will be evaluated on:

  • The professional qualifications and the extent to which the requisite expertise and experience of the key personnel will directly contribute to the completion of the tasks (20)

Past Performance and Corporate Experience (20 points): The experience and capacities of the contractor will be evaluated based on:

  • Past performance, familiarity, and experience in direct consumer communication and national media (10)
  • Extent of local expertise including experience communicating about environmental issues and consumer appliances (10)

Cost Evaluation Factors (20 points): While the overall Technical Evaluation is the key factor in reviewing the proposal, the cost evaluation will be an essential factor in determining the final contract award and ability to remain in the competitive range and will be evaluated for feasibility, completeness, and practicality.

RFP Questions & Answers

CLASP has provided answers to questions submitted in reference to this RFP. Find our responses below.

The question period is closed as of 12 July, 2021

  • Does CLASP already have existing relationships with the manufacturers, importers and retailers that we can tap into? Would CLASP provide the list of contacts from AC manufacturers/importers? How many partners should we take into our consideration?

CLASP has relationships with 4 manufactures, 14 importers, and 21 retailers and can provide contact information. We would expect the contractor to reach out to all these partners and recruit at least 8 to participate in the Coordination Group.

  • In terms of the workflow process – what are the required levels for approvals? (i.e. CLASP only, or CLASP and DJEBTKE)

Approval by CLASP, with EBTKE kept informed.

  • The brief mentions that the LTHE label is currently undergoing revision. Is there an expected timeline for when the revised label would be completed/launched? 

The new label is expected within the next month, barring any further delays due to the pandemic.

  • On the same note – should our branding for the new energy-efficient label be directly associated with DJEBTKE, or make an indirect association instead (i.e. via the Coordination Group)?

Indirect association. The campaign should be compatible with the label, but does not need to reference or use it.

  • Could you share more details on the definition/benefits of super-efficient ACs? (e.g. how much energy can be saved on a monthly/yearly basis in comparison to less efficient ACs, other relevant data points) Would there be any particular key model references of what to be seen as a sustainable model? Would there be a list of manufacturers?

CLASP can provide the relevant data. For further background and energy reduction estimates, please see Letschert, Virginie E., Sarah K. Price, Ambereen Shaffie, Won Young Park, Nihan Karali, Nikit Abhyankar, Nihar Shah, and Ari Darmawan Pasek, “Accelerating the Transition to More Energy Efficient Air Conditioners in Indonesia”, Report number LBNL-2001333, January 2020. Specifically, please review Table 12 on p. 27, for indicative energy and cost reductions at the CSPF = 15.43 Btu/hr/W, which is the analyzed efficiency level closest to the proposed 4- and 5-star levels.

  • Would you mind elaborating on manufacturers, importers and retailers’ focal points? What are the reasons that we want to have these people as part of the Coordination Group? What does the Coordination Group suppose to be/to do? Would we see them as “influencers”?

We expect the coordination group to encourage greater uptake of efficient products, but coordinating on messaging content and timing. The group would be an opportunity for the coordinator to hear directly from manufacturers as well as present effective content that manufacturers may use in their campaigns.

  • As part of Task 3, there is a scope for the agency to support manufacturer efforts to sell super-efficient ACs, e.g., by amplifying manufacturer marketing efforts – would you mind clarifying what kind of amplifying support that you are looking for?

Sharing examples of manufacturer campaigns on social media and in national media articles or advertisements.

In addition, if the company is using online marketplace to serve online purchases, to also provide guidance on how to encourage purchases of the more efficient models.

  • As part of Task 3, there is a scope to recognize participating manufacturers’ announcements – would you mind clarifying if this refers to media monitoring?

Not necessarily. It should be enough to follow manufacturer social media accounts, visit their web pages on a monthly basis, and ask for information about current campaigns from Coordination Group meetings.

  • Task 1: Identify messages that link to efficiency, especially to efficient ACs for the target consumers (e.g., through focus groups, social media listening) – does it refer to the identification messages from the AC manufacturers toward the retail consumers?

Potentially, but we are concerned that it would be difficult to ascertain which manufacturer messages are effective. Instead, we were envisioning listening directly to customer concerns and experiences.

  • Award event – have CLASP done a similar award event in other markets or for other projects?

CLASP has recognized the International SEAD Global Efficiency Medal awards in previous years. However, the inspiration for this event would be the ENERGY STAR Awards in the United States.



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