Client Background
Founded in 1837, Procter & Gamble is one of the world's largest consumer goods manufacturers, headquartered in Cincinnati, Ohio, USA. After 180 years of steady development, Procter & Gamble has always adhered to the concept of improving customers' daily lives in a subtle but profound way. With this core value, it has continuously expanded its business territory and gradually grown.
At present, Procter & Gamble's business territory has widely covered about 70 countries and regions in the world, and has established factories or branches in more than 80 countries. It has 65 well-known brands, and the products of these brands are sold well in more than 180 countries and regions. The business areas span hairdressing, health and beauty, textiles and home care, baby care, women's care and family health care and other categories, and are deeply trusted and loved by consumers around the world.
Project Requirements
1.Counterfeit goods are rampant: The phenomenon of counterfeit P&G products in the market is becoming increasingly rampant, which seriously damages the rights and interests of consumers and P&G's brand image. Effective measures must be taken to curb it.
2.Complex distribution channel management: P&G's distribution channels are diversified and complex. It is difficult to manage different channels, which are prone to problems such as cross-selling and price confusion, affecting the healthy development of the market.
3.Difficulty in collecting consumer data: P&G's customers are widely distributed, and the traditional manual collection and analysis of consumer data is inefficient and difficult to meet the company's needs for precision marketing and personalized services.
Objectives
1. Give each product a unique product ID, so that the company can accurately verify and monitor the cross-regional sales of one or more levels of distributors, and effectively prevent the occurrence of cross-selling.
2.Allow consumers to intuitively and conveniently verify the authenticity of products, standardize the circulation market order, ensure a fair and orderly competition environment, and maintain the healthy development of the market.
3.Collect and analyze relevant data of daily chemical product consumers, establish a complete database, provide strong support for the company's digital marketing, and achieve precision marketing and personalized services.
4.Maintain the company's brand image, enhance consumer confidence in products, and improve brand loyalty and market competitiveness.
In order to achieve the transformation from traditional marketing to digital marketing, P&G has set up a cross-business project team, which is directly managed by P&G's global headquarters and is fully responsible for P&G's digital (QR code) application work. In 2015, P&G hired WnSaie to upgrade the digital (QR code) management system for all its products. At present, departments such as Oral Health, Safeguard, Pampers and Shampoo have successfully implemented "product digitalization" management and realized anti-counterfeiting, traceability management, CRM management, channel dealer management, big data analysis and other functions.
Solution Description
1.Intelligent material tracking management: From the entire process of raw material procurement and warehousing, work-in-progress (WIP) management, finished product warehousing to delivery, materials are identified, located, tracked and monitored throughout the process to ensure the transparency and traceability of material flow.
2.Production line marking optimization: Reasonable changes are made according to customer needs and system native defects. Without affecting the existing production process, it helps to achieve accurate counting of equipment overall efficiency (OEE) and improve the refinement level of production management.
3.Supply chain collaboration system: Build a seamless supply chain collaboration system to achieve full-process material monitoring, full-process customer tracking, and reasonable allocation of funds, and improve the response speed and operational efficiency of the supply chain.
4.Commodity traceability system: Build a commodity traceability system based on IoT technologies such as one product, one code, and big data, covering multiple modules such as commodity management, channel control, logistics control, and alarm processing to ensure that the entire process of commodities from production to sales is traceable.
5.Member CRM and points management: Through functional modules such as member management, marketing, mobile payment, and big data analysis, improve customer stickiness, enhance customer loyalty, and promote secondary purchases and word-of-mouth communication.
6.IDC operation and management: As the only company in the industry with an independent data center (IDC), P&G has strong data management and operation capabilities, and can provide stable and efficient data support for the company's digital marketing.
Main advantages
1.Accurately monitor sales: Give each product a unique product ID, so that the company can accurately query and monitor the cross-regional sales of first-level or multi-level distributors, and promptly discover and deal with violations such as cross-selling. 2.Protect consumer rights: Consumers can verify the authenticity of products intuitively and conveniently, effectively avoid buying counterfeit and shoddy products, standardize the circulation market order, and ensure a fair and orderly competition environment.
3.Realize digital marketing: Collect and analyze daily chemical consumer data, establish a database, gradually realize digital marketing, improve marketing efficiency and accuracy, and reduce marketing costs.
4.Maintain brand image: By strengthening product anti-counterfeiting, traceability management and channel management, maintain the company's brand image, enhance consumer confidence in products, and improve brand reputation and market competitiveness.
*Pay points to stores/retailers: By establishing a complete points system, encourage stores and retailers to actively promote P&G products and increase product market coverage.
*Tracking and tracing: Realize full-process tracking and tracing management of products, ensure product quality and safety, and improve consumer trust.
*Anti-counterfeiting management: Provide consumer anti-counterfeiting inspection and channel anti-counterfeiting (shippers, distributors) functions, effectively combat counterfeit and shoddy products, and protect consumer rights.
*Big data and analysis: Use big data technology to conduct in-depth mining and analysis of consumer data to provide strong support for corporate decision-making.
*Product customization: Provide customized product services based on the personalized needs of consumers to meet the differentiated needs of consumers.
*Channel management: Strengthen warehousing/distribution management, improve channel inventory transparency, optimize channel layout, and reduce channel costs.
*ECRM (Electronic Customer Relationship Management): Establish a member loyalty system by scanning QR codes, use big data analysis to achieve precision marketing and personalized services, and improve customer satisfaction and loyalty.