PHILIPS
Global Marketing Transformation
Transforming to a consumer-centric global marketing process & efficient organizational structure for a leading health technology company focused on improving people's health and enabling better outcomes across the health continuum from healthy living and prevention, to diagnosis, treatment and home care.
BRIEF
Review and redesign the entire marketing process, transforming it to a consumer centric model. Propose the organizational structure needed to execute the future process.
SITUATION
Philips wanted to review their internal processes and organizational structure across their global headquarters and international markets.
OUR APPROACH
We set up and moderated a two day workshop with senior Philips marketing executives to understand and summarize key issues and concerns, providing them with a thorough summary report, a review of best practices with provocative examples from other industries, and a recommended project plan to address the transformation required to reach their goals.
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This plan involved a series of interviews across multiple disciplines and markets, listening carefully to the experiences and ideas from the Philips experts. From this we developed an operating model centered on consumer insights that would drive efficiency, sustainable growth and enable teams to collaborate across traditional internal business boundaries.
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Our findings and recommendations included brand strategy being led by consumer insights, advanced planning, consumer-centric product creation and pricing, zero based budgeting and an agile organizational structure.
We presented our work directly to the Philips CEO and Executive Board who welcomed the candid way in which we presented the issues they were facing and were delighted with the solutions we presented.
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OUTCOMES
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New consumer-centric focus throughout all departments of the marketing team.
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Centralized consumer insights team.
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Advanced strategic planning process.
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Fully documented and consumer centric marketing process.
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Omnichannel calendar framework for all consumer facing brand activities.
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Optimization of marketing budgets.
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Agile and efficient organisational structure.