Marketing strategy
Philips
The challenge
Philips wanted to become more consumer centric and start working from one segmentation perspective across company. For that, people needed the mindset, the training and the tools to confidently apply consumer centricity in their daily work.
The approach
A year-round change and learning program was created. The program kicked-off with the Consumer Immersion days. An interactive experience where the new segmentation was activated through gamification and empathy activities.
Followed by embedding of the new segmentation in end-to-end marketing process and a training designed on a use case.
The result
Learning program (incl. champion training)
Consumer Immersion days
300 people actively involved and global deployment, 90% scored NPS > 8
