Innovation Challenges

Challenge Owner(s) Procter & Gamble
Organiser(s) Pilot44
Industry Type(s)
Digital/ICT, Financial Services, Logistics, Retail
Opportunities and Support Opportunities for pilot funding and access to P&G expert resource team
Application Start Date 15 March 2021
Application End Date 9 April 2021
Website Click here to learn more

About Challenge

Join P&G’s top management and technology partners in first ever iLab 2021: a 3-day virtual innovation festival to unlock the Future of Advertising, Future of Retail and the Future of Supply Chain. We will bring together the best start-ups from across Asia Pacific, Middle East and Africa, and from around the world to innovate and activate ideas to win in the future.

iLab 2021 is a key pillar of our Company of the Future vision: P&G Asia Pacific, Middle East and Africa will be the Innovation Launchpad for P&G and Singapore -  where world-class capabilities, technology and infrastructure come together to “Win in the Future”.   This virtual event will be curated by a leading innovation lab out of San Francisco and will be co-sponsored by P&G’s global industry thought leaders. 

P&G iLAB is looking for disruptive technology proposals that can solve key challenges and take its operations to the Future of the Advertising, Retail and Supply Chain.  

There is an exclusive opportunity to partner with P&G across at least 15 different pilot projects - each with a minimum investment S$30,000 from P&G.

You can send any specific questions to our innovation partner, Pilot44: submissions@pilot44.com

Challenge Owner(s)Procter & Gamble
Industry Types(s)
Digital/ICT, Retail

Procter & Gamble (P&G)

P&G’s brands would like to explore the future of advertising to rethink how our company engages consumers
today. How might we use alternative communication models and brand experiences to be more useful and more
interesting to our consumers? How might we reach the right consumer at the right time with relevant, interesting
and helpful messages from our brands? We are seeking new communication methods, new ways of engaging
consumers, and ways to create novel brand experiences. We want to partner with new technologies and solutions
that can help us navigate the future of a world without ads.

 

There are 4 key areas where we would like to focus on finding innovative solutions:

  • Immersive Experiences – In what ways can we deliver a rich and seamless experience of our brands and their benefits to consumers? How can we digitize sensorial experiences?

  • AI-powered Personalization – How can we use data better to build a stronger, personalized relationship with consumers? How can we replace the in-store advisors that are prevalent in AMA with credible and warm digital advisors?

  • New Ad Models – How can we find new/interesting/useful ways to reach customers? Some topics cannot be aborded openly through mass communication.

  • Social Commerce – How can we reach customers on the social platforms they use every day and create engaging and seamless shopping experiences?
The regional focus of this brief is AMA and pilot activations will initially be focused on the Australia, India, Japan,
Korea, Saudi Arabia and Singapore. Startups applying must have a presence or the ability to immediately activate

in at least one of these countries, but ideally across the AMA region.

Relevant technology domains may include, but are not limited to:

  • AI-Powered Personalization
  • Augmented & Virtual Reality
  • Virtual Advisors & AI Assistants
  • Interactive / Live Video
  • Personalized Content
  • OTT advertising and brand integrations
  • New Ad Models, such as ads for good, rewarded ads, blockchain ads
  • Next-gen influencer marketing and virtual influencers
  • Social Commerce & Livestream Commerce
  • Telehealth & Remote Diagnostics
  • Pop-ups & Experiential retail
  • Smart packaging

What We Are Looking For

If you have ideas and supporting technologies that you believe can deliver disruptive services & solutions to
this challenge, we want to hear/partner with you. Where there is a good fit, we are looking to drive agile in-market
pilots in Europe with the goal of scaling successful services & solutions. All ideas and submissions will

be fully reviewed by our team.

You can send any specific questions to our innovation partner, Pilot44: submissions@pilot44.com

Apply Here

Challenge Owner(s)Procter & Gamble
Industry Types(s)
Digital/ICT, Financial Services, Retail

Procter & Gamble (P&G) 

In a developing market, typically <5% of the retail universe in traditional trade (high-frequency stores) contributes
> 60% of the business. This means there is a large number of stores that are small and fragmented. Most of these
stores also face limitations of cash to finance their business. Some of these stores exist in highly affluent
neighborhoods, but due to limited finances they are unable to keep the full assortment of premium brands/SKUs
their shoppers demand. Some are not able to fulfill the full needs of their shoppers without going out of stock in
between purchase cycles. Retailer microcredit, like microcredit, revolves around the concepts of little to no
paperwork, no bank guarantees, small/micro loans to retailers that can demonstrate credit worthiness through
other variables/proxies. The offered microcredit needs to be used against P&G brands to ensure they are always

available and in stock.

Microcredit enables small independent entrepreneurs to grow their business through small capital injections.

a) What could be the tools, platforms, companies that enable/partner for microcredit

b) what would be algorithms for selecting microcredit worthy customers

Key areas of interest for us include:

  • Other adjacent industries leveraging similar concepts
  • Tech tools and platforms that are enabling this for a wider community
  • Partnerships that are already working on this concept, with demonstrable success
  • Platforms that retailers can join independent of P&G
  • Microcredit platforms that can be opened up to FMCG retailers
  • Tools that can provide continuous improvement for projecting credit worthiness
  • Financial engineering products that can help deliver on the challenge
The desired outcome is a pilot or partnership with P&G to show proof of concept (POC) of the solution. If successful,

the pilot solution or partnership could lead to a longer-term relationship across multiple markets.

Geographic Focus: The markets for pilots are Egypt, Pakistan, and Philippines. While partners do not have to be

headquartered in these markets, they must have the ability to execute there.

Relevant technology domains may include, but are not limited to:
  • Micro-loans & micro-credit
  • Savings & Lending platforms for small business/informal retail
  • Buy Now Pay Later / Interest Free installments
  • Peer to peer finance

What We Are Looking For

P&G is looking for disruptive solutions and breakthrough ideas that can deliver mutually beneficial microcredit
solutions to our small, high-frequency retail partners. A start-up submitting doesn’t need to provide the details for
all markets; any one of the sample markets can be picked to illustrate the concept. If you have ideas and
supporting technologies that you believe can help deliver disruptive solutions to the challenge highlighted above,
we want to hear from you. Where there is a good fit, we are looking to drive agile in-market pilots with the goal of

scaling successful solutions. All ideas and submissions will be fully reviewed.

You can send any specific questions to our innovation partner, Pilot44: submissions@pilot44.com

Apply Here

Challenge Owner(s)Procter & Gamble
Industry Types(s)
Digital/ICT, Retail

Procter & Gamble (P&G)

With the rise of omnichannel shopping and the tremendous consumer engagement opportunities available via social
media, we want to be able to provide a truly seamless shopping experience to our shoppers regardless of the
medium they choose to engage. Ideally the consumer would receive all relevant product information (size, price,

value, benefit, etc.) in a way that helps them evaluate their purchase decision and then seamlessly purchase.

Example areas of interest include:

  • Providing a consistent online and offline experience
  • Bringing the positive offline elements such as sensorial experiences (trial, touch/feel, smell etc) into the online world
  • Bringing the positive offline elements of the online experience (price comparisons, ratings/reviews, recommendations etc) into the offline world
The desired outcome is a pilot or partnership with P&G to show proof of concept (POC) of the solution. If successful,

the pilot solution or partnership could lead to a longer-term relationship across multiple markets.

Geographic focus: Markets for the pilots are United Arab Emirates, Australia, India, and Singapore. While partners

do not have to be headquartered in these markets, they must have the ability to execute there.

Relevant technology domains may include, but are not limited to:

  • Experiential retail
  • AR/ VR
  • Shoppable content
  • Social commerce
  • Livestream commerce
  • Digital shelves and displays
  • In store retail tech
  • Frictionless checkout / payments technology
  • O2O platforms

What We Are Looking For

P&G is looking for disruptive solutions and breakthrough ideas that can deliver seamless shopping to our
customers. A start-up submitting doesn’t need to provide the details for all markets; any one of the sample
markets can be picked to illustrate the concept. If you have ideas and supporting technologies that you believe can
help deliver disruptive solutions to the challenge highlighted above, we want to hear from you. Where there is a
good fit, we are looking to drive agile in-market pilots with the goal of scaling successful solutions. All ideas and

submissions will be fully reviewed.

You can send any specific questions to our innovation partner, Pilot44: submissions@pilot44.com

Apply Here

Challenge Owner(s)Procter & Gamble
Industry Types(s)
Digital/ICT, Logistics, Retail

Procter & Gamble (P&G)

Our current go-to market models rely on distributors and indirect demand/pull of our brands. Even combined, these
two still leave a distribution gap. This includes direct distributor coverage (where a seller and van/bike/any transport
calls on stores directly) and indirect demand that is provided through wholesalers (town and village wholesalers,

etc.). The cost of driving direct distribution further is not sustainable for P&G. We are therefore seeking solutions that drive distribution growth (not simply act as a tracking tool) and decrease the cost per coverage point.

The desired outcome is a pilot or partnership with P&G to show proof of concept (POC) of the solution. If successful,

the pilot solution or partnership could lead to a longer-term relationship across multiple markets.

Geographic Focus - The markets for pilots are India, Indonesia, & Philippines. While partners do not have to be
headquartered in these markets, they must have the ability to execute there.

Relevant technology domains may include, but are not limited to:

  • B2B ecommerce
  • Wholesale eMarketplaces
  • B2B last mile delivery
  • Automatic stock replenishment
  • Automatic stock replenishment
  • Mobile POS & Ordering Systems
  • Automatic stock replenishment
  • Online-to-offline ecommerce

What We Are Looking For

P&G is looking for disruptive solutions and breakthrough ideas that can deliver rapid distribution expansion. A
start-up submitting doesn’t need to provide the details for all markets; any one of the sample markets can be
picked to illustrate the concept. If you have ideas and supporting technologies that you believe can help deliver
disruptive solutions to the challenge highlighted above, we want to hear from you. Where there is a good fit, we
are looking to drive agile in-market pilots with the goal of scaling successful solutions. All ideas and submissions

will be fully reviewed.

You can send any specific questions to our innovation partner, Pilot44: submissions@pilot44.com

Apply Here