Memahami Strategi Danone AQUA dalam Mengoptimalkan Distribusi Produk - Part 2 | LSCM Podcast

Summary

In this interview, Aqua discusses its product variety, supply chain strategies, and commitment to environmental sustainability. The company emphasizes its efforts to meet diverse consumer needs with products like different-sized bottles and gallon packaging. Aqua also highlights its robust distribution network, ensuring availability across Indonesia, from Sabang to Merauke. Additionally, Aqua is dedicated to using recycled plastic in packaging and practices responsible environmental stewardship. The conversation also touches on product quality management, return logistics for Aqua's gallon bottles, and future plans to expand recycling initiatives, addressing new consumer expectations in a competitive market.

Takeaways

• 😀 Aqua produces a variety of product sizes, including 600 ml, 1.5 L, and large gallon formats, to cater to different customer needs, such as those on the go or in small living spaces.
• 😀 Aqua's marketing strategy ensures customers have a wide range of options from different brands, all using the same distribution channels.
• 😀 Aqua's product packaging strategy includes offering different SKUs tailored to specific market needs, such as for commuters or students in dorms.
• 😀 Aqua’s distribution network is designed to ensure product availability across Indonesia, including islands like Sumatra, Bali, and Sulawesi, ensuring national reach.
• 😀 Aqua’s sustainability initiatives include using recycled plastic in about 70% of their products, with some packaging made from 100% recycled PET (RPET).
• 😀 Aqua is committed to conserving water sources through its CSR team, which focuses on maintaining sustainable water supply for its products.
• 😀 Aqua’s pricing for recycled plastic packaging may be higher due to the limited availability and higher processing costs of recycled materials in Indonesia.
• 😀 Aqua uses Good Warehouse Practice (GWP) to ensure proper storage and handling of its products, maintaining high quality standards across the supply chain.
• 😀 Aqua encourages return management for gallon-sized bottles, where customers exchange empty bottles for full ones, supporting sustainability and packaging reuse.
• 😀 Aqua is working on expanding its use of recycled materials and plans to make recycling programs more widespread in the future, although challenges remain with plastic bottle returns.
• 😀 Aqua has a customer service line, 'Aqua Menyapa', to help consumers report quality issues and ensure the company maintains high product standards.

Q & A

What are the different packaging formats Aqua offers and why are they created?

Aqua offers various packaging formats such as 600 ml, 1.5 L, and gallon sizes to cater to different consumer needs. For instance, the 600 ml is suitable for on-the-go customers, while the 1.5 L is often chosen for long journeys. The gallon size is ideal for customers who prefer using dispensers at home, as it provides cost efficiency.

How does Aqua manage the different types of packaging in terms of supply chain and inventory?

Aqua’s supply chain and inventory strategies vary depending on the packaging type. For example, the logistics for handling cartons differ from those of large gallon bottles. The company adjusts its inventory strategy based on location, sales characteristics, and demand patterns to ensure products are efficiently delivered.

What are the challenges Aqua faces when distributing its products nationwide?

Aqua faces the challenge of ensuring its products are available nationwide, from Sabang to Merauke. The company has production facilities across Indonesia, including in Sumatra, Bali, and North Sulawesi, and works with distributors throughout the country to maintain availability.

What steps does Aqua take to ensure the quality and hygiene of its products?

Aqua ensures product quality and hygiene by maintaining strict standards in its production facilities. These include quality checks at every stage, from sourcing water to packaging. Additionally, Aqua uses proper warehouse practices to store products safely, ensuring they remain in optimal condition during distribution.

How does Aqua address environmental concerns in its production process?

Aqua is committed to environmental sustainability by using recycled materials in its packaging. Nearly 70% of Aqua's packaging uses recycled plastic, and some products even use 100% recycled plastic. The company also focuses on conserving water sources, with a dedicated CSR team managing water conservation efforts.

Why does Aqua's recycled packaging cost more than standard packaging?

Recycled packaging tends to be more expensive because the recycling process in Indonesia is not yet as widespread or efficient as the production of virgin plastic. However, Aqua is working to scale up recycling efforts, and in the future, the cost of recycled materials may be more comparable to that of new plastic.

Are Aqua's recycled packaging products available through all sales channels?

Currently, Aqua's recycled packaging products are primarily available through modern retail outlets such as supermarkets. The availability of these products is limited due to supply constraints, but Aqua hopes to expand distribution to other sales channels as recycling efforts grow.

How does Aqua ensure that its distribution channels maintain product quality?

Aqua ensures quality control through strict monitoring of distribution channels. This includes regular checks by both distributors and internal quality teams, as well as consumer feedback mechanisms like Aqua's customer service hotline, Aqua Menyapa, where customers can report issues with products.

What is the return management system for Aqua's gallon bottles?

Aqua has a return system for its gallon bottles where customers exchange empty bottles for full ones. Similarly, distributors collect empty bottles from customers and return them to Aqua for refilling. This process ensures the bottles are reused and reduces waste.

Is there a return program for Aqua's plastic bottles, similar to the gallon bottles?

At the moment, Aqua does not have a widespread return program for plastic bottles. However, in some areas like Jakarta, Aqua has partnered with waste banks to collect used plastic bottles, which are then sent for recycling and reused in new products.