sonicare

Innovating the Future @ Philips Sonicare

 

good_sonicare_logo_op_800x303

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…

***

 

Flexing Product Architecture for Growth

 

good_sonicare_logo_op_800x303

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

2016-10-01_11-33-31

tritoninmarket

 

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

 

hx9170_10-ims-en_us

***

 

Sonicare Elite: Integrated Launch

elite-crm  good_sonicare_logo_op_800x303
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%

 

***

Philips x P&G: Innovation in Oral Care

good_sonicare_logo_op_800x303ics
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

 

 

ics

 

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

***