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Jakarta Post

Executive column: P&G’s new focus for Indonesia — young families

  • Norman Harsono

    The Jakarta Post

Jakarta   /   Wed, July 10 2019   /  02:46 am
Magesvaran Suranjan and LV Vaidyanathan (Courtesy of P&G)

Magesvaran Suranjan and LV Vaidyanathan (Courtesy of P&G)As Indonesia braces for a demographic dividend, American consumer goods giant Procter & Gamble (P&G) is adding young families as a segment of focus for local operations, alongside millennials and baby boomers.P&G defines young families as married millennials, with or without children, that are new entrants to the market. Millennials are generally understood as those born around 1981 to 1996 and boomers around 1946 to 1964.The company expects the new segment to help push sales in the Asia Pacific, which grew 2.4 percent to US$6 billion last year, up from $5.86 billion in 2017, according to P&G’s latest annual report.P&G is also undergoing restructuring that has resulted in continual worldwide layoffs since 2013. The annual report says the workforce was cut by 24 percent from 121,000 employees in 2013 to 92,...