The EU Directive on Tobacco Control was designed to reduce the number of deaths related to smoking and represented a challenge of unprecedented scale. British American Tobacco (BAT) needed to modify the entire range of products sold across its 25 European Union markets - a total of more than 2,000 products in 79 brand families, sourced from 20 different manufacturing locations. The complexity of the task was compounded further by the immoveable deadlines.
The scale of work was placing a huge demand on resources and requiring significant changes to management tools and processes. PA Consulting Group was brought in to provide project and information management expertise. The central team drove the programme, acting as a clearing house for project information, handling significant information requirements relating to the preparation of product and packaging changes. This involved significant co-ordination of requirements and management of the interdependencies and complexities between the BAT functions and end markets.
By understanding the scope of the potential impact of the change in one data source, BAT was able to take a proactive position protecting the business strategy from unreasonable regulation through the provision of sensible and workable regulatory proposals that balance the needs of the business with the needs of the regulators. The overall benefit to BAT was to help minimise the threat of non-compliance arising from the EU Directive and to ensure timely and efficient implementation. The overall cost of implementation was €50million, but would have been €60million if these steps had not been taken.
“With guidance, knowledge transfer and drive PA consultants fitted extremely well with BAT culture and were enthusiastic and active members of the team. It was a pleasure working with PA.” - Chris Mason, Project Manager for EU directive, BAT
To find out how PA can deliver projects with both compliance constraints and consumer demands, please contact us now.