PZ Cussons - October 2020

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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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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PZ CUSSONS

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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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