Verksamheten f\u00f6rlorade b\u00e5de aktier och pengar n\u00e4r jag tog \u00f6ver marknadsf\u00f6ringen f\u00f6r Tjeckien och Slovakien. Jag v\u00e4nde vinsten och f\u00f6rlusten, fick Finish, Airwick och Woolite att v\u00e4xa igen, lanserade Dettol till den andra aktiepositionen p\u00e5 tre m\u00e5nader och \u00f6kade marginalen i OTC-portf\u00f6ljen genom att integrera tv\u00e5 nya f\u00f6rv\u00e4rv.<\/p>\n
Jag gick med i en ny ledningsgrupp som specifikt anst\u00e4lldes f\u00f6r att v\u00e4nda ett f\u00f6retag d\u00e4r vinsten och f\u00f6rlusten minskade och marknadsandelen var hotad, \u00f6ver en portf\u00f6lj som str\u00e4ckte sig fr\u00e5n Finish och Vanish till Airwick, Dettol, Nurofen och Strepsils \u2013 femton personer som rapporterade till mig, m\u00e5nga v\u00e4lk\u00e4nda varum\u00e4rken, de flesta av dem gick \u00e5t fel h\u00e5ll samtidigt.<\/p>","protected":false},"excerpt":{"rendered":"
The business was losing share and losing money when I took over marketing for the Czech and Slovak Republics. I turned the P&L around top and bottom line, brought Finish, Airwick and Woolite back to growth, launched Dettol into the No. 2 share position in three months, and grew the OTC portfolio’s margin by integrating […]<\/p>\n","protected":false},"author":1,"featured_media":890,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"page_builder":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-695","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case"],"acf":{"company":"Reckitt","my_role":"Marketing Director","the_situation":"A turnaround like this doesn't fail on strategy \u2013 it fails on consistency. Every brand had its own story for why it was underperforming, and the business needed to stop treating each one as its own fire to fight.","what_we_did":"We started by rebuilding how the business was actually steered: a new marketing operating model and processes, and clear KPIs benchmarked against best practice from other RB markets, covering in-store execution, promotions, above-the-line and digital investment. We drove the teams against that same standard across the whole portfolio, rather than letting each brand set its own bar. We also leaned hard into the OTC portfolio specifically, since it carried the best margins, and integrated two newly-acquired brands, Scholl and Durex, into that push. Alongside the strategy work, I restructured the marketing organisation itself, recruiting new talent where the team needed sharper skills to actually execute the turnaround, not just plan it.","what_happened":"The P&L turned around, both top and bottom line. Finish, Airwick and Woolite went back to share growth. Dettol's whitespace launch reached the No. 2 share position within three months. And a new detailing strategy took the OTC business up 8%, with Nurofen and Strepsils each gaining a minimum of 300 basis points of share.\r\n\r\nTurnarounds are rarely one big move. They're a dozen ordinary decisions, made consistently, across a portfolio that's stopped agreeing on what \u201cgood\u201d looks like. Getting everyone pointed at the same KPI was half the job.","end":"","video":"","video_vimeo":"","call_to_action":"Sitting on a portfolio that needs the same discipline?"},"_links":{"self":[{"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/posts\/695","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/comments?post=695"}],"version-history":[{"count":1,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/posts\/695\/revisions"}],"predecessor-version":[{"id":696,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/posts\/695\/revisions\/696"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/media\/890"}],"wp:attachment":[{"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/media?parent=695"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/categories?post=695"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/consumemanagement.com\/sv\/wp-json\/wp\/v2\/tags?post=695"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}