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At your Leisure - 14 February 2004
RFID: Manchester City FC and the Billion Dollar Brands
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- MCFC first club in Europe to use RFID
- Ticket-less entry to stadium
- Useful market research data
- Halving time to process spectators into stadium
- Tracks fans' buying habits
- Other players in FMCG sector
- Unilever
- $43 bn sales
- 234,000 staff
- $1.1 bn R&D spend
- Colgate
- $10 bn sales
- 36,000 staff
- Gillette
- Control OralB, Mach3, Braun, Gillette & Duracell brands
- Share RFID skills with P&G
- $10 bn sales
- 30,000 staff
- $0.2 bn R&D spend
- Male 'grooming' products focus
- RFID
- Helps firms manage stocks better
- Uses Radio Frequency tags, more powerful than barcodes
- Reduces fraud, 'shrinkage' i.e. theft
- Costs may prevent take-up, other than by large firms
- Already used by Legoland, Olympics, World Cup, large casinos
- Procter & Gamble
- Agreed to buy Gillette in January 2005 for $57 bn
- Expected to be finalised Autumn 2005
- Own Tide, Crest, Wella, Olay, Pampers, Pantene & Pringles, among other brands
- Both P&G and Gillette strong on IT
- $51 bn sales
- 110,000 staff
- $1.8 bn R&D spend
- Women's personal care products
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