Technology & Innovation

Procter & Gamble: process innovation via the “wicked workout”

February 15, 2009

Global

February 15, 2009

Global
Our Editors

The Economist Intelligence Unit

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Procter & Gamble (P&G) has not become the world’s biggest consumer-products company solely on the basis of the quality of brands such as Pantene shampoo, Tide detergent and Pringles potato chips. The US-based company is also a master of point-of-sale displays—the posters and other materials that influence a consumer’s initial buying decision. Yet at a company like P&G, which does business in tens of thousands of stores in hundreds of countries, the right marketing materials do not always arrive when they are supposed to. The result can be wasted marketing dollars and lost sales.

To Carlos Amesquita of P&G’s global business services (GBS) organisation, this was a challenge that fit his charter perfectly. GBS is responsible for incubating process changes that can benefit P&G’s worldwide businesses, and Mr Amesquita is its director of innovation. Settling on China as the initial site for the work, Mr Amesquita flew to the city of Guangzhou and assembled a multifunctional team to participate in what P&G calls a “wicked workout”. Two days later the team of finance, sales, marketing and purchasing managers had identified the problem (poor compliance), a goal (improving the level of compliance) and a set of obstacles to overcome (non-transparent supply-chain activities).

Mr Amesquita and his team used a business-process management system to help identify supply-chain bottlenecks. They decided that the marketing materials, which came from a different supply chain than the products themselves, would have a better chance of arriving at the right time if a single manager oversaw the co-ordination. “Getting visibility across the organisations that contribute to the process was really a game-changer for us,” says Eleodor Sotropa, another member of the GBS team. The problem’s applicability to other markets—in-store initiatives are no easier to co-ordinate in Romania than they are in China—convinced P&G to pursue the initiative globally. “For innovation opportunities, we always try to assess at the concept level [how the initiative will] scale,” Mr Amesquita says. With this initiative, “we got a lot of interest from business units in a variety of regions.”

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