OFFENSE | Case study of Beiersdorf’s precision-marketing transformation to become best-in-class Playbook from a global personal-care company Beiersdorf's Emerging Markets division for Nivea launched a holistic precision-marketing transformation to better navigate coming uncertainty and become best-in-class Investment "growth-driver" actions Significant impact Built marketing capabilities with precision marketing •Drove personalized communication via new audience strategy & 1pd activation Marketing •Improved marketing planning, budgeting & execution capabilities 7pts Additional sales growth, •Unified marketing measurement to invest in highest ROI activities & channels outperforming market •Enhanced sourcing models including onboarding & training of 3p partners -37% Media budget efficiency1 Invested in targeted consumer journey vs. typical efficiency gains -25-30% Consumer •Shifted budgets from traditional media to targeted digital channels with experience personalized and best-in-class CX •Implemented full-funnel approach to address consumers along e2e journey •Partnered with new 3p eCom channels for quality traffic to boost market share +124% Business effectiveness1 vs. typical effectiveness gains +50% Strengthened talent with extensive capability building & established new WoW •Devised multi-formatted upskilling program, ensuring full-in market autonomy +300 People upskilled Organization •Overhauled agency model with FTE-based model from fixed to variable •In-housed key capabilities, designed & recruited new Center of Excellence (CoE) •Significantly adjusted ways of working of marketing teams 1. Based on the results of 50 campaigns for efficiency and 20 campaigns for effectiveness conducted in 11 emerging markets Source: BCG case example