PZ Cussons: Transforming Logistics in Asia PZ CUSSONS
DIGITAL REPORT 2020
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PZ Cussons: Transforming Logistics in Asia
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PZ CUSSONS
Tofan Yudianto, Head of Logistics, Asia, for manufacturer PZ Cussons, on thriving despite regional and COVID-19-caused logistics challenges
T
ofan Yudianto is Head of Logistics, Asia, for consumer goods company PZ Cussons. Since being brought into the
company in 2015, he has relished the opportunity 04
to transform the logistics strategy in an Asian setting. “PZ Cussons logistics business was operating in-house, but then they wanted to focus on their core business and work with external business partners for logistics.That’s where me and my team’s journey started - creating and articulating that long term strategy.” Yudianto identifies PZ Cussons’ “can-do values” as a key driver of its success, alongside the raft of watchwords such values inspire. “The question is whether we can stand for courage, accountability, networking, drive and also oneness. That last word, that last value of oneness is very important. I know this is implemented within PZ Cussons because even as this organisation is growing, people are remaining together.”
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That can-do culture was some-
The market in Asia has tradition-
thing Yudianto noticed straight away
ally relied on businesses driving
upon his arrival at the firm. “I was
consumer’s desires. No longer, with
challenged to adapt,” he says. “In
more empowered consumers certain
the beginning I had to work out how
about what they want. “The way I see
to adapt with my team and how to
it, now the customer drives the busi-
synchronise the frequency, and the
ness. What I mean is that in India,
rhythm of the way I work with the
China, and Southeast Asia, people
people in the organisation. That was
want a certain product delivered within
especially true with my team because
this time, with this quantity and at this
they have a real strength instilled in
price. The old industry and logistical
them by the culture.”
challenges were about distributing
“ Logistics and procurement have to be close” — Tofan Yudianto, Head of Logistics, Asia, PZ Cussons bigger volumes to the market, and
going to be provided. It’s about what
then the consumers going and buying
they want and what they need.
your product. But now the challenge is
“The biggest challenge in Asia is how
totally different. The consumer doesn’t
we can map and connect the dots and
care where the product is going to be
solve the puzzle between sourcing and
manufactured, where the product is
demand. In Asia for example, if you
E X E C U T I V E P R O FILE :
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Tofan Yudianto Title: Head of Logistics
Company: PZ Cussons
Industry: Consumer goods
Location: Asia
Tofan Yudianto is Head of Logistics, Asia, for consumer goods manufacturer PZ Cussons. Alongside his logistics experience, he has extensive knowledge of differing parts of the fast moving consumer goods (FMCG) industry thanks to previous roles. “I started in my current role in 2015, but before that I was working with another multinational FMCG company, Unilever,” he says. “There I played several roles, working as the business system manager, working with a staff on projects, and also in the marketing and sales area.”
www.pz c usson s . com
PZ CUSSONS
1879
Year founded
$895.03m+ Revenue in US dollars
3,986+ 08
Number of employees
want to produce one product, you have to find the correct source at a competitive price, and it’s often not in one country. Logistics is going to enable that by working together with procurement on how to source a certain material, for example. You have to be good at mapping sources and demand and agile to work out how you’re going to manufacture something.” As with all organisations worldwide, The COVID-19 pandemic affects the way of doing business
and PZ Cussons is also adjusting to shifting demand. “Demand is now more focused on the hygienic product categories instead of beauty products, for instance, with demand for our hand sanitiser product increasing significantly.” There have been plus points for the business, with the extraordinary situation accelerating pre-existing trends. “We see that the online business is actually growing quite aggressively because people are stuck at home. So it’s direct to consumer and now
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“ We believe that sustainability is good for business” — Tofan Yudianto, Head of Logistics, Asia, PZ Cussons
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consumers are driving the business,
points and routes will be much more
telling us exactly what they want. And
online, with small volumes of quantity.”
it’s not just the millennial generation -
Sustainability is a key focus for the
because of the situation we’re seeing
company. “At PZ Cussons we believe
all age groups heading online, and the
that sustainability is good for business.
winner of the situation is going to be the
So the business has a responsibility
business that can adapt quickly to the
to align the way it operates with the
new normal. The difference between
cause of sustainability. For logistics,
online versus offline distribution is in
the challenge is about reducing the
the complexity, where the destination
carbon footprint. For example, at a
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“ The biggest challenge in Asia is how we can map and connect the dots and solve the puzzle between sourcing and demand” — Tofan Yudianto, Head of Logistics, Asia, PZ Cussons
number of our distribution centres, we are increasing the efficiency of our electricity use.” Another avenue of exploration is the efficiency of transport, which can be challenging in less developed parts of the APAC region. “One question is how we can move from a fleet of small vehicles to more efficient transport. So we are reducing the number of trucks on the road and therefore the carbon footprint. Beyond that, we’re working on utilising rail as much as possible.” The work PZ Cussons does is enabled by the support of a number of key partners. “We work with some multinational and local logistics providers as our partners for warehousing, www.pz c usson s . com
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“ These pillars enable logistics and the growth of the business” — Tofan Yudianto, Head of Logistics, Asia, PZ Cussons
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and we also have a number of vendors
chain strategy. “The whole supply
for transportation and freight,” says
chain is facing the challenge to the
Yudianto. We work with our regional
manufacturing and procurement
procurement partners in Singapore in
strategy together, and as part of that,
order to be aligned with what we are
logistics has to be ready.“
trying to achieve.” Yudianto is confident that PZ Cussons is well placed to thrive in the future, despite changing market conditions and the impact of COVID19, thanks to a clear and united supply www.pz c usson s . com
PZ CUSSONS JL. HALIM PERDANAKUSUMA 144 TANGERANG BANTEN
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