rpm brand innovation

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

Print

Now you know…

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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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Sonicare Elite: Integrated Launch

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Challenge
  • Drive awareness and purchase interest in Sonicare’s new, highly advanced power toothbrush: Sonicare Elite
  • Engage and educate consumers with relevant product information
  • Build fully integrated, cohesive campaign from awareness advertising to on-shelf presence

 

Key Initiatives

Public Relations

  • Deskside Briefing Tour – Establish meetings with key editors of top-30 long-lead magazines
  • Editorial Content – prepackaged news stories for distribution to short-lead media
  • Net Effect: 150M Impressions

 

Point of Sale Leadership

Objectives:

  • Maximize shelf impact / new from Sonicare
  • Premium positioning
  • Communicate Elite is different/better

 

Loyalty Trade-up Programs (CRM)

Objective:  Inform 8M Sonicare users of new product and drive upgrade with special offer

Achievements:

  • 1.2M reached by direct mail/email offer
  • 2% response to upgrade offer:  100K units  |  >$10M revenue

 

Advertising Campaign

  • Standard :15, :30, :60 second TV ads
  • Print advertising in leading lifestyle magazines
  • Online search and targeted banner ad campaign
  • Budget: $20M
  • Reach/Frequency: 95% | 24x | Impressions: 4B

 

RESULTS
  • Breakthrough launch with massive professional / consumer impact
  • Unified positioning platform and compelling product proposition
  • Premium, synergistic brand materials to support launch
  • Garnered 15% sales growth
  • Achieved all-time high brand awareness of 42%

 

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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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Launching New Motion @ Precor Fitness

 

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Problem Statement

As I arrived at Precor (Nov 2006) the engineering team was in late stage development of the Adaptive Motion Trainer (AMT). This was slated to be the biggest innovation within the Fitness industry in 10 years, since Precor introduced no-impact fitness with the EFX™ Elliptical.

In less than 4 months, my team was to launch AMT to the world at the industry’s biggest tradeshow (IHRSA 2007), yet there we’re NO launch plans in place nor support material underdevelopment to build broad-based awareness for this new-to-the-world exercise modality – a single machine let you step, walk, jog or run.

Building Fast-Track Solutions

Leading the Commercial Marketing team, I quickly rallied the team to:

  1. Develop a strategic go-to-market plan
  2. Refine the positioning and tagline for AMT, thus deliver a unified, consistent message across all communication material
  3. Proactively collaborate with Sales to provide interactive tools that engaged and excited customers about the next BIG offering from PRECOR
  4. Create a stable of launch support materials to effectively target customers, raise awareness, and drive sales of AMT
Positioning the AMT for the WIN

AMT provided for a totally adaptive fitness experience that was based solely on the user’s desired motion: run, walk, and/or step. Totally a user defined workout experience, so finally a machine doesn’t control the user, rather user controls the machine. Ultimate freedom of motion in a no-impact format.

We developed a unique selling proposition around: Freedom of Movement

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Launch Excellence – Building the BUZZ Among Gym Owners

Gaining trial of this new to the world equiment for use in leading fitness centers was mission-critical.  We leveraged the fitness industry’s global tradeshow, IHRSA, to make waves with AMT.

But that wasn’t it, we leveraged immersive trial at leading gyms to give owners a feel for the user’s excitement around this new way of moving.

We also enable the Enterprise selling teams with a AMT pitch kits and introductory kits for use with leading accounts.

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Results
  • Most notable new product launch in Fitness industry in 10 years
  • Viewed as Amer Sports / Precor gold standard for new product launches
  • Deliver immersive trial and impact at IHRSA
  • Achieved 120% of sales and 112% of ASP targets

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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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