I had a chance to sit down with Nina Dar (pictured below) from Cheeky Monkey recently. You can find Nina's Linked In profile here http://uk.linkedin.com/in/ninadar. Nina and her team (by the way if the name of her company elicited a smile...it was supposed to) are very experienced when it comes to implementing PLM in the CPG space.

They have finished implementing a very well known PLM solution at PZ Cussons a large UK CPG company with business units in Australia, Nigeria, Kenya, Ghana, Greece, Poland, Indonesia and Thailand.
Nina explained that Cheeky Monkey is not a company of PLM technology experts (although the experience they have gained gives them an opinion). What they do is deliver business change projects for companies in very different industries and sectors. But all these companies share a common goal of focusing on achieving business results through product or service development.
With regard to the PLM implementation at PZ, Nina is frank about the fact that there have been ups and downs as you might expect and I was keen to find out from Nina what she has learned during this project.
I also wanted to understand from Nina what it is that makes PLM implementations in CPG special compared with perhaps the traditional engineering experience of PLM.
Q: What kind of products belong in CPG?
Nina: The Consumer Packaged Goods sector covers a huge range of products. You’ve cosmetics all the way to electronics and it encompasses those other acronyms FMCG, F&B as well. And at the end of the day, we are all consumers of packaged goods, unless you have turned professional forager. So this is an industry we all know a lot about at least from the eyes of the consumer.
Q: What’s going on in CPG companies at a business level? What do insiders talk about?
Nina: There’s a lot of change and there’s a fast & furious turnaround in products. You may not realise it but in 2009 alone 14,000 new CPG products hit the food and drink sector just in the US market. That’s a lot of new products.
Q: Why the large volume and fast turnaround in products?
Nina: This is driven by ever increasing consumer demand. This demand is stoked up through branding, advertising and promotion. It is a self perpetuating cycle; the more we see, the more we look, the more we desire, the more we need to see.
Our desire is insatiable. And the market continues to get bigger as we convince the emerging economies world that this is life as they should want it.
But there’s also a huge amount of competition.
Q: What/Who drives the CPG sector?
Nina: You and me! The consumer still has the final say, we have to hand over our hard earned money for these products. But the retailers are the people who stand between the manufacturer and the consumer and they are the power house.
These retailers whether supermarket chains or on-line retailers like Amazon are the key customer and as everybody knows they’ve really changed the way we shop. And continue to do so! But they have also had a big impact on how the CPG industry delivers the products we want to buy...
There is a really disciplined cycle of range review dates as well as criteria that must be met if you want your products to reach the shelve (real or virtual).
Q: What differentiates the leaders from the laggards in CPG from a new product introduction perspective?
Nina: There are a number of factors. Here are my top 10...
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Innovation -with and without the consumer – what I mean by that is the impact of social media...There is a time and a place for all of this and you need to figure out how to link it all together without just adding unnecessary work
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Product development is the responsibility of everyone in the business. If products or services are the lifeblood of your business then every employee should know how their contribution links to that goal
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Developing the right ideas for your business, it’s not as obvious as it sounds! You may come up with a winning idea but it’s not right for your company. Knowing when to sell your IP and when to develop it is crucial when resources as scarce
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Working on the right ideas at the right time – have you got the resource to deliver this now? (be honest, don’t plan for people working round the clock)
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Agile execution of the chosen idea. Give the right people the right tools and accountability to deliver, don’t tie them up in reporting mechanisms that add waste – be clear about what you want and let them figure it out
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Management of product data; formulations, specifications and product design. A solid Specifications Management system saves a lot of heartache down the road
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Process automation and digital asset management (the supply chain we were talking about earlier)
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Measurement against the definition of right – what does success look like?
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Review cycles – what went well and why? More importantly what didn’t go well and why?
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Celebration of success and failure that creates a foundation for future success!
Q: You mentioned emerging markets. How important are overseas and emerging markets to CPGs and why?
Nina: Hugely important. Rightly or wrongly, consumers in developing countries and emerging economies tend to follow a lead set in western economies. Local brands are often not aspired to by consumers.
This factor is bolstered by the internet and social media. Nowadays, the lead could come from any number of directions. It might be triggered from something spotted when watching a premiership football match. It might come from a music video posted to YouTube. The point is that CPG companies need to react fast.
At the same time, import barriers often prevent the wholesale import of commodities. This has pulled producers to manufacture in emerging economies. Then when CPGs spot the opportunity they are really interested in transferring market leadership from one geography to another. They want to transfer product knowledge and information lock stock and barrel to their local producer where it can be quickly turned into physical product. They don’t want to re-invent the wheel. They want to ‘Clone the Perfect Product’ as I like to put it. This is where PLM comes in.
Q: What’s special about the new product introduction (NPI) process in CPG?
Nina: The new product introduction process is quite simple but needs to be executed fast.
When you build an NPI project plan in CPG, it is usually scheduled backwards from a retailer range review date. So you really need to understand your critical path and harness the company’s resources effectively along that path. Also, if that critical path starts to stretch you need to know about it early because delays could mean you miss that crucial deadline or at best force you to deviate valuable resources from other projects. So the irony is that even if you hit the deadline on one product another suffers because it gets starved of resource. So you’re just moving the problem around and not really solving it.
Of course all this means that there is still a high rate of project failure; defined as not in the market at the right time, not delivered at the expected margin, failure to satisfy the consumer First Moment of Truth (FMOT).
There are also big challenges around compliance and knowing where your ingredients are being sourced from, being ignorant about what is happening in your supply chain is not bliss and could lead to seriously bad PR or worse.
Corporate Social Responsibility (CSR) have made companies look at what their values are and what they are and aren’t prepared to do. Being able to track and trace is critical.
Q: What are the best performers doing to address these risks?
Nina: They are looking at their ideas to market process, how they deliver projects in the business, dipping a toe in social media, different types of technology and software implementations. There are generally a large number of change projects on the go at the same time.
Of course, those who have realised that they need to join dots between these projects are looking to implement programmes like PLM.
Q: What do you know now that you wish you’d known then when you first embarked on the PLM journey with PZ
Nina: Will the technology really be an enabler to your process or are you going to have to change your process to work with the technology? I have had this debate with a couple of PLM software providers; configuration v customisation...
I am not in favour of going back to the days of heavy customisation that are hard to upgrade. It doesn’t help anyone. But I do think that if you think about your delivery process first, you have a chance at getting the software that matches that need and not the reverse. And some software is easier to align to your processes than others. So watch out!
Also, PLM is a business process change project. One element is the implementation of software. Software vendors will supply a piece of software; say for Project Management, as part of the package. But it’s only one component of all the things you need to deliver the wider goal.
It’s also really important that the project is designed so that tangible deliverables are experienced during the life of the project. So that people can see and feel the difference the project is making early & during the journey. Not just at the end. FD’s are impatient and want to see ROI.
Q: Are the people who work in CPG different than in other sectors?
Nina: I have a feeling that people that work in CPG would perceive themselves as more creative than some other sectors. Let’s face it, they have to generate new ideas on an almost daily basis. It’s not like in automotive or aerospace where products take years to bring to market.
The speed of change and churn in product is awesome. It’s not for the fainthearted!
Also CPG organisations encompass peoples from different cultures and backgrounds throughout the global supply chain. So an understanding of this is essential.
Q: How does this influence how you roll out a business change initiative like PLM?
Nina: It’s not one size fits all. Our implementation covered 9 different territories – people with very different backgrounds and cultures. It was the same information and the same goal but the way we delivered was tuned to take into account these factors and it was an amazing experience because of that.
Q: What’s PLM Made Simple all about?
Nina: I haven’t met anyone who doesn’t agree that a PLM implementation is complicated! Even getting the business case delivered can be a task spanning months. We just don’t think it needs to be that way and should be that way; it needs to be simplified. That’s what PLM Made Simple is all about
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Agree the business deliverable
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Audit the current processes and technology
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Map the new process around projects you need to deliver now
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Agree how to join the dots between people, process and technology
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Implement in bite size chunks using the people who have to do the work today
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Review success and failure and celebrate both
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Map into next project
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See the difference!
Q: How does PLM technology help in CPG?
Nina: In a way it’s the usual stuff. PLM provides a platform that allows us CPG folk to share information across geographic locations. It supports a common language, a common process and way of working.
It helps us to clone the perfect product and replicate or take the learning and amend, either way it means we don’t re-inventing the wheel. Lean.
It helps us harness resources and co-ordinate tasks during the NPI process so that we hit those crucial deadlines.
Because a large proportion of the work is outsourced in CPG companies, not all the smart people are inside the company. But PLM let’s them participate in the process almost as if they were.
Q: Which PLM technologies are going meet the needs of CPG best in the future?
Nina: Still early days but Enterprise Open Source & Cloud PLM are the exciting developments I have seen recently. I had an opportunity to look at the Aras PLM technology (www.aras.com) recently and I was blown away by how flexible it was. I think these new technologies provide a level of flexibility and deployment speed that I would have really liked for PZ Cussons.
But each of the PLM Vendors has something exciting and significant at the moment. The ability of the large players like Siemens to bring new solutions into PLM CPG space will no doubt be important going forward.
I believe the next stage is all about collaboration. We need to see more integration of Sales & Operations Planning (S&OP), ERP, Innovation, Specifications Management, Social Media, etc for this area to really blossom and be taken seriously as the backbone of all businesses.
Q: What’s next for Cheeky Monkey?
Nina: Well, I’m also looking forward to working with AESSiS and showing CPG companies the benefits of working with exciting new PLM technologies like Aras.
The PLM Made Simple initiative is also really important for us. This is the banner under which we will continue to make strides with PLM in the CPG space.