FMCG industry is a highly dynamic and innovative industry. What consumers need today may not be what they need tomorrow. To survive, companies need to adapt quickly and create the best solution for their consumers.OTG as one of Top FMCG companies in Indonesia has put consumers as the focus of the company. It’s shown in OTG’s vision, mission, values, logo and efforts to become customercentric company (establish consumer research division, conduct training, recruit expertise, and use consumer’s database). This GFP evaluate whether OTG’s efforts to become customer centric organization have been implemented well or just rhetoric only? It also identifies the OTG’s barriers in implementing customer centric.This GFP used qualitative research method through In-Depth Interview with panelists from OTG
and other Top FMCG Companies (Unilever, Nestle) enriched with secondary data collection. The insights from research analyzed based on Jay R. Galbraith theory (comparison table between product-centric vs. customer-centric and ‘Star Model’ framework).The result showed that OTG is still a product centric company, although the vision, mission, and values of the company already focus on consumers. To be competitive in FMCG industry, OTG need to transform into customer centric company using internal talent and expertise who master the work processes in customer centric company.

Supervisor: Amalia E. Maulana
(CONFIDENTIAL 25 NOVEMBER 2025)