Beiersdorf
Identifying strategic business priorities for one of the champions of great skin care
The Challenge
Beiersdorf approached Cognosis with a critical strategic challenge stemming from their operating model change which took place in 2022. This significant change aimed to shift the business to a more global and digitalised way of operating. While the Consumer Market Insights (CMI) function had successfully taken the lead in driving innovation and communication testing across the organisation, they recognised a fundamental need for the function to collectively align on a shared vision and strategy direction.
The primary objective of the project was to develop a clear strategic direction that would inform and guide their priorities over the next three years. This alignment was crucial to ensure that all sub-teams within CMI could work towards a unified goal, maximising their innovation potential and maintaining their competitive edge in the rapidly evolving personal care market.
Our Approach
Beiersdorf approached Cognosis with a critical strategic challenge stemming from their operating model change which took place in 2022. This significant change aimed to shift the business to a more global and digitalised way of operating. While the Consumer Market Insights (CMI) function had successfully taken the lead in driving innovation and communication testing across the organisation, they recognised a fundamental need for the function to collectively align on a shared vision and strategy direction.
The primary objective of the project was to develop a clear strategic direction that would inform and guide their priorities over the next three years. This alignment was crucial to ensure that all sub-teams within CMI could work towards a unified goal, maximising their innovation potential and maintaining their competitive edge in the rapidly evolving personal care market.
The Result
Beiersdorf approached Cognosis with a critical strategic challenge stemming from their operating model change which took place in 2022. This significant change aimed to shift the business to a more global and digitalised way of operating. While the Consumer Market Insights (CMI) function had successfully taken the lead in driving innovation and communication testing across the organisation, they recognised a fundamental need for the function to collectively align on a shared vision and strategy direction.
The primary objective of the project was to develop a clear strategic direction that would inform and guide their priorities over the next three years. This alignment was crucial to ensure that all sub-teams within CMI could work towards a unified goal, maximising their innovation potential and maintaining their competitive edge in the rapidly evolving personal care market.
