Procter & Gamble does not stop at just developing its brands. Over the last four years, the company has launched into a reflection on its future poles of development which show three main characteristics:
- Building upon key consumer trends;
- Implementing an innovative business model;
- Reinforcing the value of its brands.
P&G has thus set up a division - P&G FutureWorks - which is driven by two work ideals:
- Working in partnership – with "business contributors";
- Developing business models focused on service.
By connecting with external partners, our scope has expanded beyond P&G's strategic core businesses into new channels and domains. P&G FutureWorks seeks to create adjacencies and new business models for P&G brands in high-growth categories that are on-equity, strategic and service-based.
As a result, three initiatives have emerged over the past two years:
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Mr Clean Car Wash: 16 car-wash centres (including 13 in Atlanta) that capitalize on the Mr. Clean detergent brand - and strengthens it by adding a "service" aspect as well. Developed by franchisees, this brand places the accent on cleanliness, comfort, recycling of wastewater, price ... and sells Mr. Clean products.
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Tide Dry Cleaners: 4 franchised laundries (Kansas and Ohio) offer a unique range of services (drive-in / 24-24 secure deposit / same-day service / alterations...) in clean and odour-free spaces…
- The acquisition of MDVIP: a network of several hundred doctors who have established a one-to-one relationship with their patients. For an annual fee of $ 1,800, each person is entitled to health monitoring, 24/24 - 7/7 availability, a personal website and immediate access to a doctor. Each of the doctors handles 600 patients (as against an average of 2,000 in the U.S.).
Three elements seem essential here – those that The Scriptorium Company also systematically encourages with its clients:
- The partnership aspect: 50% of P&G's innovations originate from outside the company - including its consumers;
- The quest for new business models - an approach to innovation that is too often overlooked but which truly creates value;
- The creation of new services in areas in which the group's brands excel – corresponding to a mega-trend that we now see among consumers.
