integrated power toothbrush

Flexing Product Architecture for Growth

 

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Objectives

Establish an architectural platform for Sonicare to:

  1. Achieve R&D / Operational process and cost efficiency
  2. Provide portfolio flexibility: 3-5 SKUs with clear differentiation
  3. Establish a brush head attachment format that achieves cost-efficiency / simplicity

 

Results
  • Simplified platform with total flexibility up/down line
  • Clear differentiation in featuring from low to high offerings
  • Excellent visualization of trade-up / premium featuring
  • Revised brush head design allows for single head across line and lower cost profile
  • Maintains Sonicare’s premium aesthetic with updated appeal / featuring

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Insights to Innovation with Sonicare FlexCare 

FlexCare leveraged the new architectural platform for design and cost efficiency, yet pushed the limits to deliver innovative features that were born from consumer insights:

  • Personalized oral care, which grew into the multi-modal care options: Clean, Sensitive, and Massage modes
  • Routine-based brushing options:
    • Go Care – 1min brushing mode for those times you just want to brush-n-go
    • MaxCare – 3min max cleaning in the evening
  • Clean, bacteria-free brush heads, which was the birth of the UV brush head sanitizer

 

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Philips x P&G: Innovation in Oral Care

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The Challenge(s)

Philips | Sonicare established a strategic alliance with P&G | Crest.  Now what?  We needed to build the team and focus on bringing to market the first-of-its-kind integrated power toothbrush that could replace flossing (well maybe).

This partnership with a leading FMCG organization was a first for Philips’ Oral Healthcare division, hence we had to develop new ways of working, refine our stakeholder alignment processes, co-branding standards, clinical development programs, etc.  A huge, yet enlightening undertaking…

The Result

Over the course of 18 months, I co-lead the alliance team with a counterpart at P&G to successfully bring the Sonicare | Crest Intelliclean System to the market to rave reviews from media, consumers and dental professionals.

We managed through many challenges in design, brand, clinical trials, production, and advertising, yet with focus on the customer and winning in market we persevered to deliver oral care innovation to the world.

My involvement crossed over many areas, most notably:

  • Successfully leading a 7 member cross-functional team (e.g., Market Research, Product Management, Marketing, Design, Engineering and Sales)
  • Strategic marketing development: value proposition, efficacy targets, co-branding standards, launch planning, advertising development, and front-end retailer pitching (e.g., Amazon, Costco, Walmart, Target, Walgreens)
  • Management of alliance’s $65M A&P budget
  • Development of Product Profile strategically used to engage regional marketing and sales offices on new products: productprofileintellicleansystem-final04-14-04
  • Creative development and media planning for “One step closer to flossing” ad

 

 

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PS – I you get a chance ask me about the Today Show and Anne Curry.  Classic!

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