Building an Insights Capability to Lead the Change

Presented By:

– Director, Consumer & Marketing Insights—Africa & Eurasia Division

– Senior Marketing Consultant

– Food & Beverage, Home & Personal Care, Consumer Healthcare

– Former Associate Director of US Personal Care & CMI Digital Team

– Expertise in Strategy, Consumer Behavior, Insights Activation, & Capability Design

&

• $15B global consumer products company,founded in 1806

• 37,000 Colgatepeople worldwide

• Products sold in223 countries

• Four core categories:

– Oral Care

– Pet Nutrition

– Personal Care

– Home Care

Among the World’s Most Recognizable Brands

& © Caprē Group 2019

• Specialized Consulting Firm Transforming Sales & Marketing Capabilities into Results

• Proven approaches to unleash potential and capture long-term competitive advantage

• Specialists armed with industry best practices & broad, practical experience

SALES & MARKETING CAPABILTY FRAMEWORK™

&

© Caprē Group 2020

RAPIDLY-EVOLVINGTastes & Expectations

FRAGMENTEDRetail Landscape

PROLIFERATIONof Shopping Choices

AMORPHOUS & PERSONALIZED Paths to Purchase

17%of Marketers feel they have an ‘advanced’ understanding of

Consumer Journey

48%Millennials expect

brands to customize offers to suit their needs

2/3rdsof touchpoints driven by

the Consumer

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MULTIPLE DATA SOURCESStreaming Real-Time Info

MICRO-TARGETINGThrough Digital Personas

ARTIFICIAL INTELLIGENCE Automation of 4Ps

UBIQUITOUS ACCESSto Information & Commerce

“Change has never happened this fast before, and it will never

be this slow again.”

Graeme Wood

90%of Today’s Data Created in Last

Two Years

&

INCREASED COMPETITIONThrough New Channels & Platforms

GROWTH CHALLENGESas Trips & Loyalty Decline

DECLINE OF BRAND POWERand Rise of Local & Private Label

MARGIN PRESSUREShifting Focus To Costs

6 to 1

11.7%

US Online Retail Sales Growth (15.6%)vs. Brick & Mortar Sales Growth (2.6%)

eCommerce share of total retail sales (excluding non-typical online items)

&

HOLISITIC, INTEGRATED INSIGHTSvs. Narrow or Siloed Research

UNCONSCIOUS & EMOTIONvs. Rational Thought

IN-CONTEXT OBSERVATIONvs. Artificial Recall

STRATEGIC INSIGHTS PARTNERvs. Research Service Provider

7.5%vs.

1.9%

3-Year CAGR - Global Spendon ‘New’ Research Methods

‘Traditional’ Research

CAGR

&

95%Up to

of Consumer Behavioris driven by non-

conscious processes

&

THE RISK OF OBSOLENCEIs Not Seriously Considered

SHORT-TERM PRIORITIESOutweigh Tomorrow’s Challenges

INSIGHTS ARE OVERLOOKEDor Not Acted Upon

ORGANIZATIONAL CAPBILITIESare Not Built For the Future

1976Invented first

Digital Camera

1981predicted digital would replace film by mid-90s

2012filed for bankruptcy

protection

’

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The Benefit of Building a Transformational Insights Capability

What It Means to Be an“Insights Organization of the Future”

How to Successfully BuildYour Organization’s Capability

&

&

=An Organization’s Sustainable Ability

to Execute

=An Individual’s Skill

and Experience© Caprē Group 2020

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A Future-Focused Insights Capability is uniquely positioned to:

• ANTICIPATE where consumers, shoppers, & the marketplace are heading

• EXPERIMENT on the cutting-edge of technology & data analytics

• IDENTIFY new solutions and pathways to growth

The pressure for Colgate to change was coming from all sides…

…CMI needed to evolve, or risk falling behind

&

&

CHAMPION THE HUMAN TRUTHS

PROACTIVE& AGILE

LEADERSHIP COMMITMENT

ACCESSIBLE& ACTIONABLE

FOUNDATIONAL& CUSTOMIZED

THOUGHT LEADERSHIP

CONTINUAL LEARNING

- -

These seven best practices form the foundation for best-in-class, future-focused insights organizations…

Advanced Analytics

• Growth-focused category& shopper data insights

• Fully integrated strategic analytics team

Insights Generation

• Leading-edge techniques• Strong synthesis and

thought leadership• Foundational insights

Innovation &Future Focus

• Category & human trends• ‘SWAT team’ special

business opportunities• Next-gen methodologies

Category & Partner Insights Impact

• Insights-led strategic thinking with partners

• Evolved sharing tools & communication approaches

CORE CAPABILITIES

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Colgate CMI focused on building an organization that delivered on four core insights capability areas…

#1

#2

#3

#5

#4

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Building a new capaiblity begins with the future state in order to force the organization to stretch its thinking beyond today

#1

#2

Define CapabilityFuture State

Identify Capability Transformations

Define theWork to Support

Capability

Design Roadmap & Implement Change

#3

#5

Design the Structure

#4

#1

#2

Define CapabilityFuture State

Identify Capability Transformations

Define theWork to Support

Capability

Design Roadmap & Implement Change

#3

#5

Design the Structure

#4

&

Building a new capaiblity begins with the future state in order to force the organization to stretch its thinking beyond today

IS HERE

MAJOR PROGRESSTO DATE:

• Senior leadership energy & commitment

• Budgets & people allocated

• Human resourceson board

• Team & partner excitement

• Agility to tackle strategic priorities

&

Implementation & change management are the most difficult stage of a new capability

THINK CROSS-FUNCTIONALLY1

LANGUAGE MATTERS2

NOT TOO FAST, NOT TOO SLOW3

INVOLVE SUPPORT FUNCTIONS EARLY4

TASK FORCES TO JUMPSTART CHANGE5

LEADERSHIP ENABLES THE CHANGE6