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Kimberly Clark

Driving Growth Through Brand Equity Management

Challenges

  • Health and hygiene packaged goods company Kimberly-Clark was facing stiff competition from category leader (P&G) in adult care, feminine care, and baby & child care categories
  • Needed to find new ways to drive growth from brands

Approach

  • Led the development design, development and rollout of the multi-year Brand Equity Management (BEM) program, to create a more strategic, innovative, responsive and collaborative marketing organization. The project included the rollout and support of an SAP-based EMM platform supporting digital asset management, workflow, campaign management, and other marketing operations capabilities
  • TopRight services included program management, development of standardized processes, change management, training design and facilitation, and business case development services. Approach included:
    • Conducting iterative process design workshops with cross-functional end-user teams
    • Developing and executing a comprehensive communication plan, including activation of a network of sponsors and business unit change agents
    • Partnering with key client resources on each of the work streams to couple their organizational and content knowledge and with our methodologies and domain expertise
    • Ensuring knowledge and skill transfer to client resources

Results

  • Developed and integrated BEM system for sharing insights & marketing assets across the enterprise resulting in 5% category growth in US market and 12% cost reduction in marketing asset management
  • Successfully trained and supported over 200 end-users and super-users
  • Developed dynamic Balanced Scorecards for each brand to track success and demonstrate explicit value of BEM

 

Case Study KimberlyClark EMM

 

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