The best way to understand how the synergy of our four pillars works to provide a solid structure is by example. We will use the example of Pantene®, one of our international, billion-dollar brands. The example uses a rollout in the U.S. and Latin America to explain how our organizations work separately and together.

Click on each pillar below for more information.

Pantene GBU

Global Business Units define the equity, or what a brand stands for. Pantene gives you healthy, shiny hair. A Pantene Team within the Beauty Care GBU builds on the equity via:

• Product initiatives or upgrades, ideally launched simultaneously worldwide
• A marketing campaign communicating the same fundamental benefits worldwide
• Manufacturing product in accordance with global formula and package specifications
Close Pantene MDO

Market Development Organizations ensure Pantene excels in their region. Overall brand equity is the same, but there are very different executions by region. For example:

• The U.S. might partner with the GBU to develop large-size packaging for club stores to maximize value for their shoppers
• Latin America might focus on developing the smallest possible package, like a sachet, as consumers in that region want to minimize their immediate out-of-pocket costs
Close Pantene GBS

Global Business Services provides support. The GBS Center in Costa Rica serves both the U.S. and Latin America MDO in this example. Services include:

• Accounting
• Employee benefits and payroll
• Order management and product logistics
• Systems operations
Close Corporate Functions

Corporate Functions support areas are determined by those working directly on business teams. CF interacts as a consulting group, ready to provide service if called upon. Services focus on ensuring each function they are capitalizing on uses the latest thinking or methodologies for each discipline.
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