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Selasa, 19 April 2011

Business Section of The Innovator Plastic Bags

undefined  Lewis Tandio Oxium successfully launched, the brand of plastic bags the environmentally friendly innovation. It only took a year of this brand control 90% of the market of plastic bags in the modern market segments such as Indomaret, Alfamart, Carrefour and Hypermart. This is the struggle of the innovator.
Although plastic has to support his extended family since 1971, Lewis Tandio (47 years) does not turn a blind eye to the potential dangers of these products. "The strength and durability of plastic is a danger," said President Director of PT Tirta Marta, a manufacturer of plastic packaging company located in Serang, Cikupa, Tangerang.
Departing from the idea that, since 2000, Lewis researched formulas that can shorten the "life span" of plastic. Unmitigated ambition: from the normal 1,000 years, graduates of the S-1 and S-2 Electrical Engineering University of North Dakota, United States, it has a target of naturally describes the plastic in a matter of years.
After 8 years of research, persistence former laboratory system designers and production facilities in the U.S. 3M Company that any sweet fruit. Two plastic bags brand innovation, Ecoplas (made from cassava flour) and Oxium (plus the additive decomposition of plastic), successfully digelontorkan to the market in 2009.
In a short time, many modern market retailers and other companies who are looking for environmentally friendly plastics greeted like thirsty travelers who found an oasis in the desert. And, just need a year since it was launched for Oxium to become ruler of 90% plastic bag market in the modern market segments. Its clients include retail giants like Indomaret Indonesia, Alfamart, Carrefour and Hypermart, as well as other companies such as bakeries and pastry shops Kartika Sari and pharmaceutical Century. In fact, not only in the country, many retailers and companies in the U.S. also contributed to his clients such as Mall of America, supermarkets Lake Winds and Zara.
Lewis, the innovator, recognizes great success was not separated from his experience living in the U.S. for 10 years. There he saw, although society and the U.S. government has been promoting the culture of sorting waste plastic for easy handling of wastes, and plastics manufacturers have also implemented measures 3R (reduce, reuse, recycle) since 50 years ago, the strategy seem less effective. Still, there heaps of plastic waste everywhere in the U.S..
It was indeed due to the nature of plastic waste that even though organic itself because it comes from petroleum, but because of the added additives, durability becomes extraordinary, survive up to 1 millennium before finally slowly decompose naturally. The experience was then stored in his mind although he later worked at 3M who are not related to the family business.
Similarly, when he returned to Indonesia in 1994 to lead the company his family. Adjust to the challenges of modernization and upgrading production facilities management company, he prefers to do clean up, clean up the company. At that time Tirta Marta is manned 50 employees led to the model one man show. "It's amazing, because usually a person span of control was only 3-4 people," said Lewis to the SWA in its factories, mid-January. Still looks great, such conditions become obstacle in the development of the company. Because, with the pattern, each time a company wants to grow is always inhibited.
When the company entered the family, Lewis was asked to first apprentice and learn the working methods of the leader who is a friend of the father-in-law. But because it has its own vision, Lewis was gently refused. "It's nothing, my time will be spent on operations and will not have time to think of corporate development. Finally, I asked for authority to operate the factory in Serang area of ​​2 hectares of newly built pada1996. Gradually the various orders routed to Attack, "explained the father of two children.
With Lewis introduced modern management, work processes and become more efficient production time. In the attack, he indeed is gradually implementing modern management pattern with placing professionals in marketing, purchasing, human resources, and production.
The result is very real. Until the late 1990s, the company's turnover soared thousands of percent with employees who had quintuple to 250 people. Challenges changed. No longer in the aspect of efficiency, but innovation for the sake of maintaining the market. As a manufacturer of plastic, of course innovation in fields related to plastics.
Lewis realized he could not focus when researching the company's control entirely in his hands. So, he handed over the operational affairs of the company to the professionals who had prepared. From 3M Lewis gain valuable knowledge in researching stock, which is not any research and findings can be used as a money machine. "About 90% of numbers (findings) of the world's patents are not exploited," he said. From 3M did he learn, since the beginning of research should be estimated whether the findings can be made of finished products, can be marketed and is expected to also big market. That is the guidance. And, look in the mirror of his experience in college in the U.S., he identified the need to find an environmentally friendly plastic.
Then formed a small team consisting of 6 people who lead themselves. "The staff there are researchers who holds bachelor's and there is also a Ph.D.," he called the educational qualifications of the team. All research conducted at the factory in Serang, although for testing is always done at the research institute owned by BPPT, campus, and other testing agencies considering the limited equipment in his factory.
Once the initial phase has been steady and the target is found, Lewis was looking for funding due to the high cost of research. Later, funding obtained from Aureos Capital, the private equity firm based in London, England, and funded by CDC Group and Norfund. Both institutions are the last of each financial institution formed by the British Government and the Government of Norway that aims to help firms in developing countries whose mission is to help conserve the environment.
With the support of millions of dollars from Aureos, Lewis do the research. Again and again he assured the family that his mission is the way of the future for Tirta Marta. "Sometimes there are questions from family members about the usefulness of this research, it is natural. It is our duty to explain the importance of this research for the future of the company, "he said.
Finally, after 8 years of struggling in the research lab at its factory in Serang, with poured tens of billions of dollars, its innovation to fruition. Successfully hatched two products, branded and ready for the market, namely Ecoplas and Oxium. Ecoplas is a plastic made from cassava, while Oxium is additive that serves to accelerate the decomposition of plastic with the help of oxidation, thermal and photodegradation.
Both products were tested at various testing agencies in Indonesia such as Sucofindo and proved capable of accelerating the process of decomposition of plastic in two years. "Actually, it could be destroyed within 6 months or less, but we specify a period of two years to accommodate the behavior of consumers who like to use plastic again," said Lewis.
Plastic manufacturing technology from carbohydrate crops such as cassava itself has existed since 30 years ago and is now widely circulating on the Internet. Ecoplas work processes by using the starch (flour) cassava to be made of plastic. "We select berkabohidrat plant cassava because it is cheapest. Compare with rice, potatoes and corn, "said Lewis.
Well, the technology is still rare oxodegradable Oxium that uses technology. Oxium work by mixing these additives are as much as 10% of total raw material of ordinary plastic. In the world there are only a few companies that master the technology of additive decomposition of plastics in a short time, the EPI from Canada, D2W from England, Willoridge from the U.S., and Symphony.
Once the finished product and brand, began marketing through presentations to potential clients, the modern retailer market. "Because they are environmentally conscious, and so their use, certainly others follow," said Lewis. True, too. Once one retailer using plastic bags with labels Oxium, others follow. Immediately, its products spread quickly. Until now, almost no modern channels that do not wear plastic or Ecoplas Oxium. "In Indonesia, Oxium generate sales because the price is cheaper than Ecoplas," he said.
Given the magnitude of demand and desire to do efficiency, Lewis also market the additive Oxium the 16 other plastics factory. "We also do not want to kill off other players my friends. Large market, surely we can work together, "he said. He estimates, total production of plastic bags produced Oxium and Ecoplas Tirta Marta and the 16 partners reach 3,000 tons / month. The amount of additives produced Oxium Tirta Marta reached 300 tons / month.
Still want to raise the market quickly, Lewis is very selective in choosing partners. Because, he does not want its product "tricked" the partners who eventually will eliminate consumer confidence.
Adrian Sudirgo, GM of Operations and Marketing plastics company PT Tirta Intiperdana Earth, confirmed greeting Lewis. Tirta Marta, Adrian said, applying the selection for prospective partners. There are several aspects that seen Lewis in choosing partners. Among other things, companies to be credible partners with a clear track record and have access to modern channels.
In addition, after becoming a partner, adopted periodic evaluation of work procedures to prevent violations. "Every few periods, they conduct product sampling to check the accuracy of the content Oxium," Adrian said as he explained, his company has been working with since the quarter III/2009 Tirta Marta. The Intiperdana clients include Indomaret, Alfamart, Hypermart and many other modern channels.
Lewis explains, one reason why many companies interested partners to work together because they do not need to invest using the new machines. Beyond that, the production cost of plastic bags Oxium not too expensive, only adds to production costs of 5% -10%. The extra cost is more expensive Ecoplas use 15% -20% than conventional plastics.
In turn, low investment costs make the extra cost charged to the final consumer is not great, only 5% -10% more expensive than conventional plastics. "Creating an affordable end product was a huge challenge in researching," said Lewis
Indomaret as one of the first clients Tirta Marta pleaded not constrained by the price of plastic Oxium that only slightly more expensive than ordinary plastic bags. When asked the possible use Indomaret Oxium reduce profits, Marketing Director of PT Indomarco Prismatama, Wiwiek Joseph, said, "It does not seem significant. That price is more mahal10% compared with ordinary plastic bags, it's true, "he said. Within a month, an average of outlets Indomaret wearing plastic bags of 50 kg. Each pound contains 357 pieces of plastic bags. By 5004 the number of outlets in January 2011, Indomaret requires 250.2 tons of plastic bags / month. "This need will continue to increase as the development of outlets," said Wiwiek.
Indomaret wearing plastic bags Oxium gradually since July 2009 and in September 2009 has been uneven across outlets. "The goal, to reduce number of plastic bags that have been polluting the environment and damage the health. The program is a commitment Indomaret in conserving nature and support the government program with the issuance of Law No.18/2008 on waste management, "Wiwiek added.
Lewis did not intend to be a champion. He wants the results of innovation Indonesia is known to foreign countries. He also had roadshows to various U.S. manufacturers and retailers to finally get clients such as Nickelodeon, Mall of America, Zara and Lake Winds.
Responding to a big dream Lewis, Steve Sudjatmiko, change management expert, recommends several steps for Lewis to raise its product which is actually a green product. "He could have lobbied the government to require the use of its products, educating school children, educate the factory, contact the foundations of CSR (corporate social responsibility) to ask for support, to conduct a seminar with Al Gore's environmentally friendly," said Human Resources Director of PT Dima Indonesia, beer distributor Guinness in Indonesia, it.
Steve also approved the sale of the additive method without producing the finished product. "Thus, Lewis get some advantages, namely speed up market penetration, market cheaply, sell in bulk and popularized the brand products."
For Lewis, the current step is the initial phase and Ecoplas Oxium applications. Subsequently, he was ready to apply Oxium to various other plastic based products. "The plan, beginning in 2011, every semester I launched new products, all in good time," said the man calmly that this smiling. (*)
Research: Evi


source:http://swa.co.id

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