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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About Rudolf Tjandra

Rudolf is an Executive Director and the Chief Marketing and Strategy Officer with Softex Indonesia (www.softexindonesia.com) one of the largest and most successful personal hygiene companies in East Asia. Indeed, Softex Indonesia’s super-fast growth which began in 2004 has been widely regarded as one of the most successful corporate turnaround in Indonesia and is now […]


Best Practices Are Not Always the Best

I don’t have anything against trying something that’s worked for other people to improve your business. In the right hands, best practices can actually be beneficial. But you need to make sure that they’re right for you. Learning from what others have done will work if you take the time to understand why they did […]

Softex Indonesia

Softex Indonesia – About

Mission: ENHANCING THE QUALITY OF LIFE Pioneering the production and marketing of sanitary napkin products in Indonesia, Softex came into being in the early 1970s. Since then we have grown into a leading consumer goods company in Indonesia and across the region of South East Asia. We are now proudly the owner of various market […]


SWA Article: Batas kepemimpinan

SWAOnline | January 23, 2015 “Ketika seorang pemimpin yang efektif menyelesaikan pekerjaannya, orang-orang mengatakan bahwa itu terjadi secara alami.” (Lao Tzu) Hari-hari terakhir pemimpin dan kepemimpinan menjadi salah satu isu yang paling penting di kehidupan kita. Kepemimpinan bangsa dengan Presiden baru Joko Widodo (Jokowi). Kepemimpinan DKI Jakarta dengan Gubernur baru Basuki Tjahaja Purnama (Ahok), kepemimpinan […]


Avoiding the Common Pitfalls of Marketing Implementation.

Having had the opportunity to dwell in some depth into the theory and practices of demand creation and brand building for some of the nation’s leading companies, I want to share a list of thoughts which in my opinion can help you to better improve the potential success of your marketing strategy. Before you do […]


Indonesian Market, Consumer Insight and Proven Strategy.

Like those in other emerging markets Indonesian consumers live in an environment in which institutions designed to protect their economic and political interest are still relatively immature. Civil society is yet to be deeply rooted and security (emotional, physical and communal) is usually not taken for granted. With this background, Indonesian consumers rely more on […]


Flawlessly Managing Sales and Marketing

As company grows, from a start-up to becoming a leading player, you need to constantly balance sales and marketing. The theory below is typical of a B2C operations while companies selling business-to-consumer (B2B) products will definitely need to have proportionally more sales at all stages. This numbers below show the notional percentage of your marketing […]


Top Performing Companies Compete with Who They Were Yesterday.

As business leaders you are always searching for ways, approaches and thoughts to bring our organisation to a higher plane of success. It’s only natural that you may be more than tempted to compare how you’re doing in comparison to your competitors. In fact, your company may spend a good amount of resources (time, energy, […]


Indiscriminate Sales Discounts: Eating up our future?

The year of 2015 will stay in our memory not only as the year when the Rupiah plunged to its lowest level in many years, when consumer confidence index showed how much our particularly optimist Indonesian were severely shaken by the economic slow-down but, to us within the consumer goods industry, it was also the […]

Retail Branding

SINAR HARAPAN http://cetak.shnews.co/web/read/2013-05-08/11969/memahami.ritel.branding May 17, 2013 EKBIS | Tanggal Cetak : 2013-05-08 Memahami Ritel “Branding” Dibaca: 27 Dr Rudolf Tjandra, MBA, DBA, FCIM (UK) Beberapa tahun belakangan ini kita menyaksikan perkembangan bisnis ritel yang sangat luar biasa. Beberapa peritel asing, termasuk Lotte Group (Korea), Parkson Retail Group (Malaysia), Central Group (Thailand), IKEA (Swedia), dan Aeron […]