Case Study on Agile

Methodology

AUGUST 27

Procter & Gamble

Mokitha. S
21MBA0061

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INTRODUCTION
KNOWING ABOUT PROCTER & GAMBLE :
The company was formed in 1837 when William Procter, a British candlemaker,
and James Gamble, an Irish soap maker, merged their businesses in Cincinnati.
The Procter & Gamble Company is focused on providing branded consumer
packaged goods to the consumers across the world. The Company operates
through five segments: Beauty; Grooming; Health Care; Fabric & Home Care, and
Baby, Feminine & Family Care.

WHAT IS HAPPENING TODAY ?

It’s probably safe to say that Procter & Gamble has grown into something far
beyond what its founders ever imagined. P&G did $67.68 billion in sales last year,
with earnings of $3.89 billion, or $1.53 per diluted share. This was a weaker
earnings performance than years past, but the company remains a strong
contender in the home products industry, with a lineup including Crest toothpaste,
Gillette razors, Tide laundry detergent, diapers, Dawn cleaning supplies, and,
thanks to the coronavirus, the much sought-after Charmin toilet paper brand. As a
consumer based company they say,
“Providing customers with quality products that make every
day better has driven our purpose for over 180 years. ”

Joan Lewis, global consumer and market knowledge officer at Procter & Gamble
(P&G), clearly feels the urgency, given her recent question posed to the research
community: How do we change from a plan-learn-qualify-optimize-launch-track-
revisit-in-a-year research approach to a more agile, real-time, do-learn mentality?

THE AGILE PERIOD:

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 P&G has employed agile research for several of its brands, including
Prestige, the company's fragrance division. But they only knew that there was a
significant increase in percentage of fragrance shopping during the Black Friday
sale and Cyber Monday. They wanted to know more about consumer attitudes
and their shopping behavior so that they could come up with a decisive plan. As
they had no idea how to collect the data, they hired a research company called
Gut Check where they recruited and organized national panel of male and female
online fragrance buyers. All
respondents in the community Gut Check : (briefing)
discussion were 21 to 50 years Gut Check, a pioneer in the agile old
where they represented a market research space, launched the Gut variety of
Check Constellation, a solution that
ethnic, economic and
connects survey data with big data to give
educational backgrounds; had clients research-grade insights, powered
purchased fragrances between by billions of consumer profiles. This Black
Friday and Cyber Monday. The solution represents the next wave of agile quick test
began on Tuesday for 24 hours market research in which the same where
the research strategists drafted speed, quality, and affordability are a
applied at scale to increase audience
discussion and came up with insights
understanding using survey and big data.
and modifications which can be done
tuned to their satisfaction. Due to slight
modification in the software and using the insights they were able to yield higher
quality insights. Gut Check delivered a topline report by the fifth business day. The
insights gathered were relevant and actionable. P&G Prestige learned not only
what drove buyers to shop online for fragrance during Cyber Monday but also
what closed the sale for these shoppers. P&G also gained ideas from these
consumers on how it could optimize the shopping experience and increase online
sales. Agile method helped them to understand even more about the consumer
preferences and behaviors. Thomas Vince, vice president, consumer and market
knowledge, P&G Prestige, was very satisfied with the study's results and sees
continued use of agile research inside of P&G: "This solution is a research
breakthrough, in my mind.

CONCLUSION:
The importance of connecting with customers has never been higher. The fact that
only 11 percent of decisions are being made with feedback from the market

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means that it's time to shake up the status quo and deliver research solutions that
are more accessible and relevant to more businesses.
 Business moves fast and the best-informed marketers are typically the ones that
win. Agile research allows researchers and marketers to participate in and tackle
the 89 percent of consumer-based decisions that are being left to watercooler
conversation, intuition and other unscientific methods.