Portfolio & Segmentation research
Improve product - market fit

Needs-based
Professional lighting

For the largest growth market at Philips lighting globally conducted a market-research to drive needs-based marketing segmentation that gives guidance to product portfolio, marketing communication and pricing.

I initiated this research, developed the methodology and aligned with local and global business stakeholders and managed the 100K EUR budget, responsible for final delivery and translating into market impact.

Description
Translate Market opportunity and Business strategy into a new needs-based segmentation.
In #1 growth market
For the largest lighting segments (office and industry, 100M EUR business)
Across the full value-chain (from end-users to developers) and regional areas
Qualitative and quantitative research on value-drivers and product attributes with architects, developers, owners, end-users as well as product managers, sales, dealers and distributors.
Lead collaboration with university and shape their research proposal into business value. Initiate claim development roadmap.

Impact
• Identify directions for new product development
• Effective MarCom
• Clear understanding of needs into benefits sought, features needed, monetary value created and pricing premiums
• Improved positioning of products in portfolio based on good, better, best with monetary translation of differences in performance and benefits