About DR Rudolf Tjandra

Rudolf is Executive Director/Chief Marketing Officer at Softex Indonesia (www.softexindonesia.com). Softex Indonesia is one of...

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Rudolf is Executive Director/Chief Marketing Officer with Softex Indonesia, one of the largest and fastest growing personal hygiene companies in East...

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Softex Indonesia

Softex Indonesia Is Proud To Deliver Products And Services That Enrich The Quality Of Life Of Modern Indonesian Family Throughout...

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Brand, Brain, Behaviour

The strongest brands are meaningful, different and salient all at the same time. Researches show that brands that are meaningful, different, and salient derive three times more of their volume from the strength of the brand, as opposed to factors like availability and promotions. Furthermore, they command a price that is anywhere between 10-15 percent […]

Sweety Gold

Patok Pertumbuhan 35% di Tahun 2016, Softex Luncurkan Sweety Gold

Tahun 2015, industri diapers nasional masih tercatat bertumbuh 20%, meskipun pada kuartal dua (Q2) 2015 industri diapers sempat turun. Tahun depan, 2016, industrinya diprediksi masih akan bertumbuh sekitar 18-20%. Di tengah tantangan ekonomi dan daya beli konsumen yang masih belum stabil, Sweety—brand diapers milik PT Softex Indonesia—justru mampu tumbuh di atas industri. Tahun 2015 misalnya, […]


Strategi Sweety Tumbuhkan Market Share dan Perkuat Positioning

Persaingan di pasar popok bayi (baby diapers) makin menguat. Hal itu ditandai dengan makin agresifnya para pemain raksasa yang merangsek pasar guna menggenjot penetrasi pasar popok bayi di Tanah Air. Sebut saja, PT Softex Indonesia sebagai sang pionir, KAO, hingga P&G makin menunjukkan “taring” strateginya. Peluncuran produk Sweety FitPantz DryActive Softex pun tak ketinggalan membesarkan […]


Buy Value NOT Product

In this time of economic slowdown and declining consumer confidence and demand perhaps the one dilemma that companies in the fast moving consumer businesses should deal with is the dilemma between the product and market. If you talk to managers and entrepreneurs in these businesses you will see that many of them are very focused […]


Why Fast Growing Companies Need Change Most

When a company grows, everyone is upbeat: sales are growing, the market share is growing, competitors are left behind; everyone is happy in the company. By definition, that is a situation every business owners and professionals worked day-in-day-out for. Experience, however, shows that managers and entrepreneurs tend to underestimate the fact that growth ultimately requires […]

HK 3

How to Succeed in Emerging Asia

I have often been asked on how an increasing numbers of home grown Asian companies, not-with-standing the intensely keen competition shown by the well-heeled multinationals players occupying their chosen industries – have been able to consistently produced super rapid growth in the past decade. For me, the short answer is brand building. And, successful brand […]


5 Steps to the Indonesian Market

Entering an overseas market can be costly – and risky. Here are five tips to help you market Indonesia is ASEAN’s largest consumer market. Not-with-standing the present economic slowdown Indonesia’s economy has been growing steadily, resulting in the concomitant rising of the proportion of its middle-class population. Numerous sources indicates that the middle class now […]

Brand Strategy

Five brand success factors

An efficient and scalable business model combined with innovation is necessary to stay ahead of the competition. But individually these are not sufficient to make a successful global brand. Five further overlapping components are required: 1. A great brand experience Brand experience is not limited to the product or service. Every contact with the brand […]


4 Steps to Effective Leadership in Emerging Markets

If we are taught to learn from case studies of past successes, is it any surprise that leaders look into the rear-view mirror to find their future leaders? This approach may have worked before but has become the modern-day Maginot line of leadership. This condition is especially severe within the emerging world where I operate. […]

Brand Strategy

Let Your Brands Stand Out

East Asia is changing. Consumer demands are changing – rapidly and unforgivingly. In the new economy, where media consumption is becoming increasingly fragmented and consumers are being bombarded daily by information, the role of marketing has never been more complex. If you don’t have a great marketing, no amount of product functionality or product design […]

Concept image of Sales & Marketing on a signpost against a modern glass office building.

Sales and Marketing Consumer Goods

Sales and marketing in consumer goods companies are closely intertwined. As such it sometimes becomes hard to realise the difference between the two. In fact there are still many organisations which remain in the dark of the distinction between the two. So how is sales and marketing different? In very simple words, marketing has the […]


The Russell Group Universities

What is The Russell Group? The Russell Group is a term you may have heard your school teachers or friends talk about, or mentioned on websites while narrowing down your university choices. However you’ve come across it, you may be wondering exactly what this Russell Group is all about and why it’s special. The Russell […]