Juliana Azevedo Schahin, a local advertising manager for Procter & Gamble in Sao Paulo, had worked closely with Tarek Fahahat, a regional executive based in Caracas, to solve the increase and profitability problems of P&G Brazil. They did so through the development of lower-price variants of two premium products which reached BOP (bottom of the pyramid) consumers--an approach not considered then as a company strategy. The case follows Farahat and Azevedo through their steps in helping sell it to senior management, to conceive the change, and implement it.
The true test comes when the subsidiary company needs to expand the model to its biggest and third group, laundry care, which had also fought. But Azevedo did not manage that company in Brazil, and Farahat worked in another category in Caracas. Her nation co-workers go to her to learn more about the success of the first two products. Now the question is whether this is an one-time wonder or an innovation which should be diffused to geographies and other products.
PUBLICATION DATE: January 17, 2008 PRODUCT #: 308S59-PDF-SPA
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
Procter & Gamble Brazil A 2 12 Turnarounds, Spanish Version Case Study Solution
The true test comes when the subsidiary company needs to expand the model to its biggest and third group, laundry care, which had also fought. But Azevedo did not manage that company in Brazil, and Farahat worked in another category in Caracas. Her nation co-workers go to her to learn more about the success of the first two products. Now the question is whether this is an one-time wonder or an innovation which should be diffused to geographies and other products.
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