Clarifying Strategic Direction for Women's Health Care Global Portfolio1
The Situation
Regional and local marketers in the Women's Health Care Business Unit enjoyed high latitude relative to the Global Marketing Team in selecting which new products and campaigns to launch. As a result, products were inconsistently marketed and branded across different geographies, and little alignment existed around strategy. Regional marketers were skeptical and a bit resistant to adopting a uniform marketing approach. In addition, the mandate and roles of global, regional and local marketers was unclear.
What We Did
- Conducted a thorough Needs Assessment to identify the key business and organizational issues facing the global Women's Health Care Business Unit
- Developed and gained alignment to a common definition of global branding, including benefits of a more consistent approach, and implications for global packaging, positioning, and naming
- Worked with the Global Marketing Team to clarify its mandate and role relative to marketers at the regional and local levels
- Identified a significant need to upgrade the strategic planning and marketing capabilities of the Global Marketing Team, and implemented a 3 year training plan to address skill gaps
- Designed and facilitated a global marketing planning process (including Strategic Planning Summits) to increase alignment to the long term strategy for 3 global brands and 2 new products in the portfolio
Results
The clarified portfolio vision and strategic plan enabled the Business Unit to significantly increase the market share of its flagship brand. This program also significantly upgraded the strategic planning and leadership skills of the Global Marketing Team, and created alignment between global, regional and local marketers to a future growth roadmap. The planning process and templates created were deemed "best in class" and recommended for re-application in other Business Units.
Service Areas: Growth Strategy, People and Performance, Plan Implementation
1 This project was co-led by Jacqueline at MCG - The Marketplace Capabilities Group
