Organizational entrepreneurship experience (P&G company)
Undoubtedly, P&G is much more than a business. P&G is a multinational company active in the production of all kinds of consumer goods, and it is considered a giant in its own right, because it has touched everything you can think of. That is, the P&G logo, Duracell brand in batteries, Gillette in razors, Head and Shoulders in shampoo, Flogger in coffee, Lenore in softener, Down in washing powder, Tide in detergent powder and Crest in toothpaste, Hogobus, Herbal Snuskers, Oral B You can see Pringles and many other products.
Naturally, managing this company was not and is not an easy task. The former CEO of this company, EJ Laughley (the same author of Game Changers) has taken important steps to maintain entrepreneurship in the company. Let’s review Lafley’s recommendations for maintaining agility in established companies.
Increase one-on-one consumer research.
Considering that most of the clear needs of the customers have been met so far, but the opportunities lie in meeting their hidden needs. That is, the use of focus groups should be reduced and non-traditional tools in marketing research such as observing consumers at home should be on the agenda. Laughley always encouraged his employees to review products from the customer’s point of view and not from the experts’ point of view, which led one employee to set up baby diaper testing equipment in his office and ask mothers to bring their babies to the office to test new products. to take
Think about brand development.
The words included in the vision (definitely do not mean motivational sentences and nonsense fantasy) can guide the employees in moving towards the common goal not only in the whole company but also in different departments. For example, changing a slogan such as we are looking for the driest diapers 🙂 in a phrase such as helping mothers to grow children in Pampers diapers, has brought many innovations such as more flexibility and easier use of this product. Likewise, expanding the mission of Crest toothpaste in the form of a beautiful smile for life led to the development of the Spin Brush toothbrush and Night Effects whitening gel. It means that three billion people a day can’t use your products for nothing, unless you value them from the heart and have presented the best (I swear to God, they don’t say this statement of missions and visions for beauty)
Encourage different departments to exchange ideas with each other.
Encouraging employees to come up with ideas instead of just receiving them fostered collaboration across P&G. In fact, the development of new toothpaste flavors with the help of coffee and shampoo expert staff, as well as the use of new car washing technologies based on the insight gained from the use of purified water in washing dishes, enabled Lafley to create infrastructures that are still It creates amazing results for the company (what will they leave behind after they leave).
Facilitating interactions between units
To make inter-departmental interactions easier, use various facilitating mechanisms, such as poster exhibitions, trade exhibitions within the company where different departments present their recent successes and new ideas; Reviewing innovations and annual half-day meetings to review the innovations of each unit by the CEO, creating an internet site within the company through which employees can raise their own questions, and creating a forum of practitioners (coalitions consisting of employees interested in special areas).
It continues, friends.
@startup_30T
This post is written by Rimaazz1