rick m peterson

Innovating the Future @ Philips Sonicare

 

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Problem Statement

sonicare-airflossmessageSonicare had been playing in the power toothbrush category for over 12 years, with limited or, let’s be honest, no true innovation.  OK, maybe some feature improvements and UV brush head cleaning lights and such, but nothing major.  I was asked to lead a Six Sigma Black Belt  process improvement project in innovation management as part of a high potential program within Philips Domestic Appliances division.

It was an opportunity to jump headfirst into building our 3-5 year plan for growth in the oral care division and step into entirely new categories for the business.  We needed innovations to win in market and maintain our leadership position, yet we needed a new, insight-driven approach.  I was their guy to make this happen…

 

Program Development 

I had the opportunity to build out a team and process from scratch that ultimately became a Philips model for innovation management.  In overview, I accomplished the following:

  • Worked to disrupt the oral care category with the help of a 6 member cross-functional team consisting of engineering, marketing, clinical studies, product development and finance, plus an external innovation agency, Maddock-Douglas
  • Staked out Sonicare’s 3-5 year product innovation pipeline plan based on leveraging market trends, dental professional insights, ethnographic research and technology mapping
  • Delivered 5 new, fully vetted product propositions that showed high-level purchase intent based on quantitative market research
  • Set a portfolio that was valued at $50M of NPV, plus $3M of R&D efficiency gains
  • Pioneered innovation management process that has been recognized and used across Philips Domestic Appliance as a best-in-class approach

 

In-Market Result

Identified next generation win for Sonicare with the AirFloss.  airfloss

  • A simple concept that played off the insight – consumers don’t floss and hate to floss
  • The idea:  let’s simplify flossing (or eliminate it) with a handheld micro-burst system that is as efficient as flossing without all the hassle
  • An easier way to floss was born – Sonicare AirFloss

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Now you know…

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Building Awareness & Trial: Precor x Hilton

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Problem State

Precor Fitness had launched into a strategic alliance with Hilton Hotels worldwide, as their fitness outfitter of choice. With the immediate integration of Hilton | Fitness by Precor workout rooms across the leading franchise locations, we wanted to develop promotional material that could be leveraged across the Hilton online properties to highlight their new gym amenities.

Result 

Playing from consumer insights, we collaborated with Hydrogen Advertising (Seattle) to develop this video that detailed our commitment, along with Hilton, to the best workout experiences on the road:  inspired experiences, quality equipment, clean facilities, best in class technology, etc.  Plus, in collaboration with sales development, we catapulted Precor to the #1 fitness provider in the hospitality industry.

Hilton | Fitness by Precor 

The freedom to move your way when your far away from home. 

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