pgceochallenge - unisi.it does it work? p&g ceo challenge 2018 global 3 1. apply at...

P&G CEO Challenge 2018 Global

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pgceochallenge.eu

HOW DOES IT WORK?


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Sign up Online Case Study

Submit your application

and pass our online

assessment

Solve a multiple-

choice, online H&S

case study.

Country Finals European Finals

Present your solution

to our European Jury

in Rome HQ

Visit your local P&G

office and solve a H&S

case study.

Global Finals

Fly to Panama to

compete with the

World best

participants

HOW DOES IT WORK?


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1. Apply at pgceochallenge.eu

2. Take the online assessment to see if P&G fits you

3. Solve a business case on Head & Shoulders brand to test your business knowledge

4. Become one of the finalists in your country and travel to local P&G office to compete with the best

5) Represent your country in Rome to beat the CEO Challenge finalists across Europe!

6) Fly to the Global Final in Panama to compete with world-wide CEO Challenge Winners

7) Get your seat in the P&G Signal Conference in Cincinnati


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Subscription and Application

By Nov 27°

STAGE 1CEO Challenge

Online Case

Nov 28th – Dec 22nd

STAGE 2

Cluster Final

Feb 12-14

STAGE 3

Europe Final

April 10-12 2018

STAGE 4

Global Final

May 2018

STAGE 4

Siena Challenge Team

Oct 23 – Nov 24

STAGE 2

Siena Final

Dec 4

STAGE 3

WHAT’S THE SIENA CHALLENGE TEAM?


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5 open question to test your creativity, business knowledge and strategic thinking.

Max 10 slides (2 x each question)

CMK Marketing F&A Sales Logistics

WHAT’S AN ONLINE CASE STUDY?


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A real business problem broken down into a series of multiple-choice questions to test your business knowledge

1 open question to test your creativity and strategic thinking


Time:You will have 75 minutes to complete the whole test.

Hint: you will probably not have enough time to answer all the questions – please don’t worry about it. Here are some ideas to help you achieve the

best possible result in the case-study test:

• If you have no definite idea on how to solve a specific problem, do not spend too much time on it. Skip all difficult questions and revisit them

later;

• If you have tried several times and still have no answer for a question, exclude all options that look inappropriate and choose any of the

remaining.

Case-study test structure:• Case study – approximately 10 pages of text, tables and charts about the problem-based situation.

• 15 test questions.

o They will include problems of different types:

▪ Text and data interpretation;

▪ Finding evidence in the text and data;

▪ Calculations

o You will need to give answers in different ways:

▪ Choose one correct answer from many (radio buttons);

▪ Choose several correct options (checkboxes);

▪ Estimate the value (sliders)

You will have 55 minutes to complete the first two parts of the case-study test.

• Two short essay questions. For this part, you will need to formulate and substantiate your point of view. The answer will be limited to 600

characters.

Hint: these questions have no right or wrong answers. Focus on argumentation and logic. You will have 20 minutes to complete the third part

of the case-study test.

WHAT’S AN ONLINE CASE STUDY?


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A real business problem broken down into a series of multiple-choice questions to test your business knowledge

1 open question to test your creativity and strategic thinking


I. THE CHALLENGE

How can Head & Shoulders stay the best in the Winner-Take-all Digital World: developing an integrated strategy for the Brand


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How?

• Become familiar with Head & Shoulders product range

• Assess current Head & Shoulders performance

• Evaluate haircare market trends

• Evaluate digital consumer profile

• Find growth opportunities

THREE FACTS TO CONSIDER

Purchasing pathway is changing


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• Consumer behavior is less predictable than ever, consumers are no

longer online or offline.

• Multiple channels are integrated along the purchasing way, while digital

sales channels might be the end-point of the chain or serve as primary

source of information about packaging options, ease of use, convenience

or main ingredients.


Digital technologies are offering multiple new opportunities


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• Retailers no longer have the power to control the marketplace, as this has

been taken away by consumers who use digital technologies to enable

themselves to shop ‘anytime, anywhere’.

• This change could be of benefit to CPG companies, as it reduces their

dependence on their customers (retail outlets), and affords them a

measure of control over the market. This new age of digital shopping

allows manufactures opportunities and freedom that was impossible

through traditional retail methods.


Opportunities come with threats (e.g competitors)


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Marketplaces

• Sales are expanding at a faster rate than rest of e-commerce

• Breeding ground for new native companies and other e-retailers, who are

able to gain a foothold in the e-market through getting a large number of

good reviews through the site (marketplace).

• They have a clear understanding of how the system works, use it to

launch products that would have little to no chance of attaining a market

share in the traditional brick-and-mortar world.

II. HEAD & SHOULDERS BRAND PROFILE


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When Head & Shoulders launched in 1961, it was the first time people ever experienced the powerful dandruff

eliminator, ZPT. Fifty years later, as the world's #1 shampoo, Head & Shoulders is still leading the way in hair care

that gives consumers confidence.

HEAD & SHOULDERS INSIDE P&G


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• Haircare products are included in Beauty segment, which constitutes 18% of P&G Net Sales, while

Head & Shoulders is a billion dollar company within the segment.

• For all major players of the CPG industry haircare is an important strategic segment as it contributes

more than 15% of the total global beauty and personal care market revenue.

HEAD & SHOULDERS PRODUCTS

There are 4 basic product types


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• Clinical solutions were formulated to specifically

combat severe dandruff. Products provide up to 7

days’ protection and are clinically proven to help

treat even the most persistent dandruff flakes.

• 2-in-1 products were specially created for people that are short on

time or want to avoid a lengthy hair care routine. Products provide all

of the dandruff fighting power consumers expect, while combining

the benefits of both shampoo and conditioner.

https://www.mapleholistics.com/blog/head-and-shoulders-review/

https://www.headandshoulders.com/en-us/about/about-head-and-shoulders

https://www.mapleholistics.com/blog/head-and-shoulders-review/

https://www.headandshoulders.com/en-us/about/about-head-and-shoulders

HOW PRODUCTS GET TO CONSUMERS?

Which new distribution channels could be activated?


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Products are distributed via hypermarkets

and supermarkets, specialty retailers,

department stores, online retailers,

drugstores and pharmacies, warehouse

clubs, salons, as well as P&G online shop.

• Channel partners sell the products

through their retail outlets to

consumers.

• Consumers are the end-users of the

product.

III. GLOBAL HAIRCARE MARKET

How strategic will be Head & Shoulders market penetration in coming years?


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Global market is expected to grow from $72,5 billion in

2016 to $83,1 billion by 2025, at a CAGR of 1,58%

The Asia-Pacific is expected

to have the largest share by

2025 due to an increasing

middle-class population and

rising disposable incomes,

with major markets being

Japan, China and India.

Latin America is expected to

grow with a CAGR of 2,86%

until 2025, and Brazil

already accounts for the

largest share of the market.

Europe generated $17 billion

in revenue during 2016, due

to the rising number of

fashion-conscious consumers

in the region.

North American region

accounts for 19,54% of the

global haircare market.

https://www.statista.com/statistics/254608/global-hair-care-market-size/

https://www.statista.com/statistics/254608/global-hair-care-market-size/

IV. MARKET TRENDS


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Male Haircare. 2015 was the first year when consumers expressed more

interest in men’s hair than women’s hair on Google (by around 6%). Today,

nearly 22% of males want products just for men.

Natural. Organic and plant-based ingredients are dominating hair care product

development in 2017. Around 34% of women are interested in products with

natural or organic ingredients. Moreover, 33% switched to natural/organic

brands during the last year.

IV. MARKET TRENDS


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Caring for the scalp. Providing care for not only the hair, but also the scalp

itself, has been a major growth trend. 51% of consumers in Europe are

interested in products that protect the scalp. This trend is not exclusive to

Europe, but can also been seen in the markets across Asia Pacific, North

America and Latin America.

Seasonality. Consumers are becoming increasingly aware about how the

environment affects the condition of their hair and are looking for products

that benefit their hair all year round. There has been an increased interest in

shampoos and conditioners that moisturise hair in the winter and offer UV

protection in the summer.

http://www.stephensonpersonalcare.com/blog/2016-07-26-knowledge-corner-global-haircare-trends-2016

http://www.stephensonpersonalcare.com/blog/2016-07-26-knowledge-corner-global-haircare-trends-2016

IV. MARKET TRENDS


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Multi-benefit products. Products that offer multiple benefits are gaining

momentum. As a result of the potential stripping effects that using shampoos

too often can have on your hair, new products - such as cleansing conditioners

- are generating a lot of enthusiasm with 58% of consumers showing interest

in this product alone.

Single-use products. Sample size, or single-use packaging interest

consumers, with up to 40% of consumers wanting either something they can

take with them to use ‘on-the-go’, or as a low risk option to test a new product

before committing to the purchase of a full size product without knowing if they

truly like it or not.

https://www.cosmeticaitalia.it/documenti/a_centrostudi/Mintel-Cosmoprof-2015.pdf

http://www.womensmarketing.com/blog/2015/02/hair-care-market-trends-part-2/

https://www.cosmeticaitalia.it/documenti/a_centrostudi/Mintel-Cosmoprof-2015.pdf

http://www.womensmarketing.com/blog/2015/02/hair-care-market-trends-part-2/

V. CONSUMERS IN DIGITAL WORLD

Consumers take a multi-device path to purchase


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V. CONSUMERS IN DIGITAL WORLD

Lines between online and offline shopping are blurring


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VI. CONSUMER PROFILE


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Always connected

63%

Adult smartphones owners don’t go an hour

without checking their phone

73%

Seek authenticity

92%Have more confidence in info

found online

Opinionated & Share it

51%

Aim to influence other when they express

their preferences

70%Consult review before making

a purchase

Requires immediacy

89%Having real-time product

availability would influence

their shopping choice

VI. QUESTIONS by November 22


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• Which new distribution channels can you suggest? What will be the potential threats and costs

associated?

• Which new segments can Head & Shoulder enter? (In terms of products and consumers)

• How the resources should be distributed to keep the leading position globally?

• What new\out-of-the box digital marketing instruments would you suggest and why?

• How will you be distributing your marketing budget between online and offline initiative?

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