Philips

Royal Philips (NYSE: PHG, AEX: PHIA) is a leading health technology company focused on improving people's health & enabling better outcomes across the health continuum from healthy living & prevention, to diagnosis, treatment & home care.

Situation

Philips wanted to review their internal processes & organizational structure across their global headquarters & international markets.

Brief

Review & redesign the entire marketing process, transforming it to a consumer centric model. Propose the organizational structure needed to execute the future process.

Outcomes

New consumer-centric focus throughout all departments of the marketing team.
Centralized consumer insights team.
Advanced strategic planning process.
Fully documented & consumer centric marketing process.
Omnichannel calendar framework for all consumer facing brand activities.
Optimization of marketing budgets.
Agile & efficient organisational structure.

Our Approach

We set up & moderated a two day workshop with senior Philips marketing executives to understand & summarize key issues & concerns, providing them with a thorough summary report, a review of best practices with provocative examples from other industries, & a recommended project plan to address the transformation required to reach their goals.

This plan involved a series of interviews across multiple disciplines & markets, listening carefully to the experiences & ideas from the Philips experts. From this we developed an operating model centered on consumer insights that would drive efficiency, sustainable growth & enable teams to collaborate across traditional internal business boundaries.

Our findings & recommendations included brand strategy being led by consumer insights, advanced planning, consumer-centric product creation & pricing, zero based budgeting & an agile organizational structure.

We presented our work directly to the Philips CEO & Executive Board who welcomed the candid way in which we presented the issues they were facing & were delighted with the solutions we presented.