Initiatives represent day to day business in plenty of companies, from manufacturing to service organizations: they provide continuous innovation to the business while always fulfilling consumer needs and quality requirements. Even though initiatives are created to satisfy consumer expectations on a specific product or performance, they need to comply with a strict system of rules and regulations ensuring the fulfilment of the success criteria. This paper addresses the Initiative deployment in one of the best companies in the laundry and cleaning supply sectors: Procter & Gamble. Procter & Gamble has a rigorous quality system in place in order to provide branded products and services of superior quality and value that improve the lives of the world's consumers, now and for generations to come.