P&G Dream Team League
The Dream Team League is an exciting case study competition that tests your skills on approaching a live business problem faced by P&G. You will get the opportunity to work on ten cases uniquely designed to give you an insight into what goes behind the scenes in a global FMCG company. Your insights could help P&G build its business faster, and could win you attractive prizes and a chance to participate in the final round at P&G Mumbai, presenting to P&G India’s leadership team.
Caselet 1 – Matics Explosion
About Ariel Matic Ariel Matic is a low-suds variant of a best-selling detergent brand Ariel, best used for top-load and front-load washing machines. Its Brand Promise is “Ariel Matic can remove the toughest stains with washing machines, even on the difficult collar & cuff areas.” It’s the latest variant of Ariel detergent powder.
Context Currently in India, there are approximately 1.5 crore households having washing machines and this number is expected to grow to 3.3 crores in 4 years. This is expected to increase in the next year itself by entering of new households in washing machine usage category (+27%), and upgradation of households who use standard detergents to Matics (+16%) – see Appendix 1. Around 7.3% households use Matics in their washing machines (Ariel Matic @ 24% share), with the rest using standard detergents like Ariel CompleteTM. The premium market (Primarily Tier A cities / metros with highest proportion of people with discretionary spend on consumer goods) is aware of the Matic category existence, but not sure of its benefits, whereas the Tier B market is unaware of both. The Modern Retail stores and other up-market channel stores are the single biggest source of awareness for the consumers. The other touch points include parlors, service engineers, house to house field force and www.rewardme.in website. The reach effectiveness for each of these touch points is different, with parlors being most effective and website being least (See Appendix 2). Each of these touch points have differing levels of consumer receptivity, touch point capability and scalability (See Appendix 3). Trials are a key driver for product buy, and it is a known fact that lack of knowledge about benefits of Matics over standard detergents is a stronger barrier to trial adoption as compared to price.
The Challenge Matic is a competitive market which has a huge potential for growth. A strong multi-functional team has been set up to design a strong business plan to explode the Matics market. It involves 2 young Key Account Managers from CBD who are just 2 years in the company, a senior marketing brand manager, a new hire Finance manager and a CMK expert. This empowered team has a complex
P&G Dream Team League task at hand to use their functional knowledge and experience to leverage one of the biggest business opportunities for the next few years.
Help needed by the team 1.
How would you advise the brand manager to increase consumer awareness and design an appropriate communication plan? What should be the key messages?
2.
How would you advise the key account managers from CBD to help increase the number of trials generated by consumers at a lower cost?
3.
P&G partners with distributors to have a large field force for high frequency “Mom and Pop” stores. It also partners directly with multi brand stores and chains to ensure that its portfolio of products reaches the consumer. The sales channel involves Key Account Managers, who partner with distributors to increase their capability, and a large field force. How would you increase the touch-points with the consumer?
4.
One of the key first moment of truth for the consumer is when he sees the product on the shelf of a store. CMK helps deliver key insights to CBD based on which shelf design and other related decisions are made. How would design an ideal shelf and increase the share of shelf? What are the insights based on which you have made that choice?
5. The finance analyst has a key role to play in every business project. The project needs to promise a strong ROI for it to yield value to the business. How would you advice the new hire finance analyst to calculate the return on investment (give the ROI formula). Also, what would be the 2 critical components of cost in your plan?
P&G Dream Team League
Appendix 1 – Proportion of New Washing Machine buyers
Appendix 2 – Reach effectiveness for existing touch points (as a % of Washing Machine users)
P&G Dream Team League
Appendix 3 – Qualitative comparison of current touch-points based on key parameters
P&G Dream Team League Contest Rules The Dream Team League offers you to provide your solutions to the everyday challenges in the FMCG industry. Cases would be uploaded on the Facebook group every fortnight. 1.
Cash prizes of Rs. 30,000; 15,000 and 7,500 for the winning teams of this caselet. Winning teams will also qualify for the final round to be held at P&G Mumbai Head Office.
2.
Participating teams are expected to work on the real challenges faced by Multifunction Team as outlined in the caselets.
3.
You are expected to go beyond the provided information in the case and bring fresh research and insights.
4.
The caselets require you to work on 7 functions primarily IDS, CBD, PS, F&A, CMK, HR and Marketing.
5.
Entries must be submitted before the deadline, which will be communicated on the Facebook group.
6.
Contest open to 1st and 2nd Year students of the following institutes: IIM Ahmedabad IIM Bangalore IIM Calcutta IIM Lucknow IIM Indore IIM Kozhikode MICA XLRI Jamshedpur SP Jain NITIE TISS FMS Delhi JBIMS SCMHRD Delhi School of Economics MDI Gurgaon IIT Bombay* IIT Madras* IIT Delhi* Shailesh J Mehta School of Management
*For IITs, pre-final and final year undergraduate students can participate 7.
Students from other streams such as the Part Time Program, Management Development Program, Executive MBA Program, FPM Program and not from the above listed schools, are not eligible to participate.
8.
There is no separate registration required to participate in the contest.
9.
Teams of up to 3 members can participate in the League. Teams can have students from different campuses as well.
10. Winning teams for each caselet to get attractive prizes and a chance to participate in the final Dream Team contest to be held at Mumbai. The guidelines for the final contest would be shared by the qualifying teams separately. 11. Solutions to the caselets to be sent to
[email protected] by the stated deadline in not more than 1 page (500 words in MS Word count) in MS Word – Times New Roman font size 10. No additional attachments to be included. Please mail the solutions through the institute Mail ID.
P&G Dream Team League 12. Solutions to clearly indicate Names, Institute, ID No, Mobile No, Mail ID and Team Name. 13. File should be named as --.doc; Eg. 1-XLRI-Champions.doc 14. Sources / references for data for the solution to be clearly mentioned in the footnote 15. Winners will be declared at periodic intervals on Facebook group. Prizes would be couriered to the respective Placement committee / Placement office. 16. Queries to be sent to
[email protected] with subject line : Query-Institute Name 17. Data provided in the caselets is indicative only and is provided for the purpose of the competition.
Evaluation parameters A.
Quality of Analysis
B.
Quality of Presentation
C.
Innovation
D.
Evidence of Multifunctional Approach
E.
Usefulness for Business Implementation
