P&G - Karlo Safalta Mutthi Me

Revolutionizing Product Trials for Gillette India

Web Design
UI/UX
Microsite

A new product trial experience for Gillette India, featuring a new digital system for improved efficiency

P&G carried out regular product trials on college campuses. The idea was to get students to use the Gillette products right from when they started to shave.

To facilitate these trials, P&G often teamed up with organizations as trial partners.These partners had access to the premises and events in colleges. Even though they ran product trials for P&G, their manual processes led to many challenges for P&G.

To ensure the digitization of the process, P&G partnered with Pixeldust to facilitate an innovative product trial across college campuses in the country that resulted in:

Reduction of Data Collection Time
From 40 days to just 1 day
High-Volume Registration Capability
Handling 10,000 Registrations Daily
Significant Registration Milestone
1+ Million Unique Registrations in a Year

Gillette India Ltd (Gillette), a subsidiary of The Procter & Gamble Co. (P&G), is the leader in the global grooming industry with a market cap of over USD 2.8B. The company's product portfolio includes razors and cartridges, toothbrushes, blades, shaving brushes, gels, and oral care products.

Industry

FMCG

Year

2021

Scope of work

Business Planning & Modelling Digital Transformation Strategy Data Structuring

Challenges

Critical issues in
Data Management and Analysis

P&G's trial partners relied on paper-based manual surveys that led to loss of data and inefficiencies. The partners would visit different college campuses and get data from the students on paper. These data points would then be transferred to an excel sheet manually and sent to P&G central database. However manual data collection raised many issues:

Slow data collection process

The manual data collected would be transferred to excel sheets, which would then be moved to the P&G central database. The data collection-to-consolidation process spanned ~40 days, delaying the decision-making process.

Unverified data

There was no process to verify the data collected, and manual entry meant data that was prone to errors.

Lack of partner visibility

Lack of real-time data made it impossible to accurately measure the partner effectiveness. P&G Brand managers could never tally the data given by the partners vs. the actual data during product trials.

Misleading Consumer Insights

Unreliable data meant compromised consumer feedback, which affected product strategies.

No visibility on Geographical segmentation

The data didn't provide region wise segmentation leading to lack of any geographical insights.

These challenges underscored the need for a digital overhaul to enhance data accuracy, improve real-time insights, and enable effective decision-making.

Solutions

Enhanced Gillette India's product trials with Advanced digital solutions and seamless integration

Pixeldust developed a comprehensive digital solution for P&G's product trials across college campuses in the country. The process facilitated seamless registration, personal data collection, and feedback acquisition. Here is what it included:

Dual Microsites

We launched two specialised microsites. The first targeted college students, helping them easily register for product trials via social media integration. The site verified their identities through OTP and obtained their consent and personal information while taking the surveys. The second microsite served partners, providing advanced event planning, task assignment, and on-ground team coordination.

Student Microsite

Student Registration with Social Media Integration

Streamlined registration for college students using social media, ensuring ease of access and data collection.

Secure OTP
Verification

Implemented OTP verification for secure user authentication, enhancing data protection.

Efficient Data Collection in Surveys

Optimized survey process for seamless user consent and data collection.

Partner Microsite

Advanced Event
Planning Tools

Equipped the microsite with sophisticated event planning features to streamline the organization process.

Task Assignment
Functionality

Implemented task assignment capabilities to facilitate efficient delegation and tracking of responsibilities.

Real-time Team Coordination Tools

Integrated real-time team coordination tools to ensure seamless communication and collaboration among on-ground teams.

Dashboard for Partners

Developed a comprehensive dashboard for partners, featuring mapped colleges for future events, targeted registration numbers, and real-time registration updates.

Mapped
Colleges

We mapped every future event for the product trial to the college that was organizing the event.

Target registration
number

The dashboard showed the number of registrations targeted by partners for each event

Real-time
registration numbers

The dashboard also provided the number of students registering for the product trials in real-time.

Dashboard for P&G Brand Managers

A separate dashboard for P&G brand managers provided real-time visibility of all partners and better data segmentation of participants.

Modern Web Application

We designed a state-of-the-art web application that works across India, including remote areas with limited connectivity. This ensured wide accessibility for event participation and data collection.

Secure Cloud Deployment

Our entire solution was deployed on P&G's secure Azure cloud infrastructure, guaranteeing high data security and scalability levels.

System Integration

We seamlessly integrated with existing P&G systems, such as data warehouses. This integration facilitated real-time data flow and analytics, enhancing decision-making processes and strategic planning.

Compliance with P&G Standards

We meticulously designed the solution to meet P&G's stringent global standards for performance, accessibility, and security.

Results

Cut data collection from 40 days to 24 hours, significantly improving efficiency for Gillette India

Data Collection Time Reduced
From ~40 days to just 24 hours
Improved Data Accuracy
Through social login and mobile OTP verification
Dashboard Data Collection
Our dashboard collected 8-10k registrations (Daily active users) per day
Improved Customer Insights
Improved Customer Insights: Insights into customer preferences by region and segment
Multiple Events Conducted
7000+ event conducted in the first year
Unique Registrations
1 Million + unique registration received in first year

These outcomes illustrate the profound impact of digital innovation on Gillette India's product trial process, showcasing efficiency gains and enhanced decision-making capabilities.

Tech framework and tools deployed

Testimonial