CPFR Pre scenario - Bullwhip Effect The concept emerged when the logistics executives at Procter & Gamble (P&G) examined the order patterns for one of their best-selling products Pampers. Its sales at retail stores were fluctuating, but the variability was certainly not excessive. However, as they examined the distributors orders, the executives were surprised by the degree of variability. When they looked at P&Gs orders of materials to their suppliers, such as 3M, they discovered that the swings were even greater. At first glance, the variability did not make sense. While the consumers, in this case, the babies, consumed diapers at a steady rate, the demand order variability in the supply chain were amplified as they moved up the supply chain. P&G called this phenomenon the "bullwhip" effect.