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

Our approach to helping Beiersdorf was a meticulously designed, multi-phase engagement that combined strategic research, comprehensive stakeholder input, and a collaborative workshop. The project began with an in-depth interview process with Beiersdorf's board members, focusing on understanding their individual perspectives on the CMI function’s strategic direction and potential focus areas. Concurrent with these interviews, our team conducted an extensive external trend analysis, examining market developments, technological innovations, consumer behaviour shifts, and industry-specific challenges that could potentially impact Beiersdorf's future business strategy.

The project's core was a two-day intensive working session designed to bring together key stakeholders across the function. This collaborative workshop was carefully structured to facilitate open dialogue, align diverse perspectives, and collectively develop a clear strategic vision. These methods allowed the Beiersdorf team to break down silos, synthesise insights from the board interviews and external trend research, and co-create a clear strategic roadmap.

The Result

The final deliverable was a robust business strategy document that not only captured the collective vision but also provided actionable insights and a structured approach to achieving their goals. By bringing together diverse perspectives and grounding the strategy in both internal insights and external market trends, we helped Beiersdorf create a forward-looking, aligned strategic direction that could guide their efforts.