A Quick Guide to PT Uni-Charm Indonesia Tbk
(Chapter 2: Strengths that support Unicharm's sustained growth)
Strengths that support Unicharm’s sustained growth
Evolution of our “winning patterns”
The popularity of Unicharm products in many consumer markets around the world reflects our efforts to develop products tailored to the cultures and living environments of each country and region, backed by detailed research into local lifestyles and consumption habits. At the same time, we have been working to distribute our products to as many retailers as possible and communicating the value of our product range to the fullest by working with retailers to create shopper-focused sales areas using digital technology. To remain competitive amid rapid advances in IT and globalization, we have to think and act faster. Using a dynamic cycle of trial and error, we will adjust our “winning patterns” to match changes in the operating environment and transfer them to overseas markets.
Implementing strategies for each phase of market growth
Unicharm implements clear strategies tailored to each stage of market growth: early stage, growth stage, uptake stage and mature stage. Based on careful analysis of these growth phases, we work to boost market uptake and maximize profts by launching the right products at the right time in each market.
There is a close correlation between market uptake rates for nonwoven fabric and absorbent material products and per capita GDP in each country. Our research shows that uptake rates for feminine care products and disposable baby diapers jump sharply when per capita GDP exceeds $3,000. When per capita GDP rises to a high level, uptake for feminine care products and disposable baby diapers reaches a ceiling, but market uptake increases for disposable adult diapers and partner animal (pet) care products. Demand for feminine care products and disposable baby diapers is currently growing across many emerging markets in Asia, Africa and South America. Going forward, we also anticipate rising demand for disposable adult diapers and partner animal (pet) care products in Asia, as well as in advanced markets. In addition, in countries and regions where there is poor understanding about menstruation and a lack of social infrastructure, we are working with governments and local NGOs to help women play a greater role in society.
Those efforts also help to increase recognition of the Unicharm name overseas and improve our brand image.
Implementing our strategies using “Management with Resonance” – close cooperation between management and frontline employees
Unicharm defines management with resonance as a management model to be promoted by all of its employees.
This model seeks to have management-level and frontline employees work as one to achieve goals with the aim of implementing the Company’s strategies.
The most important purpose of management with resonance is to allow management to bring frontline employee expertise to bear in their management activities, while enabling those on the front lines to understand management’s perspective and act based on a clear understanding of management policies and strategies.
Achieving this purpose requires ample discussions between management-level and frontline employees to thoroughly align their goals so that all employees work toward a shared objective.
Unicharm believes that achieving its goals and contributing to improved business performance will lead to the growth of all management personnel and employees, thereby facilitating the growth of the Group as a whole.
To promote management with resonance “moves ahead while thinking”
Change has become commonplace in recent years, and we are living in an age where major, unexpected change has become the “new normal.” To generate sustained growth under those conditions, we need an organization capable of radical shifts in direction.
Specifically, we have to constantly adjust our approach – identifying signs of change and improvising in response to ongoing developments in the operating environment, without sticking too much to our original plans.
Our aim is to create an organization where employees use their initiative to make decisions and take actions themselves, with each frontline employee assessing the situation using first-hand information from the business frontline to understand specific situations, fine-tuning their senses and combining their intuition with business experience and expertise.