FRAGANCES & LUXURY GROUP

Fragrances & Luxury

FRAGANCES & LUXURY GROUP

  • 20 May 2015
  • Neuro-discovery, Neuro-experience, Neuromarketing
  • PERFUMERÍA Y LUJO / FRAGRANCES & LUXURY

Strategic Alignment of the Commercial & Marketing Organizations

Leading international group of fragrances and fashion in premium segments and massmarket

Challenge

Align the sales and marketing organizations, both in terms of people and processes and systems, with the overall premiumisation strategy of the group, while increasing their efficiency and effectiveness ratios.

Projects

The company strategy was refocused as a framework for the design of new neuro-experiences for customer/consumers, channel and marketing and commercial teams, co-leading their implementation with special focus on the generation and perception of value and in the organizational, procedural and technological transformation, as well as its methodology, efficiency and effectiveness.

Results

1- Strengthening of the group premiumisation strategy, with double-digit international growth and very significant increase in margins for these lines of the portfolio of luxury.
2- Very significant increase in productivity and effectiveness ratios for commercial and marketing teams, as well as in those relating to work environment and culture.
3- Very significant increase in the service levels of customers and channel and in their up-selling: Very relevant improving of the quality & premium perception and in their neuro-loyalty scores.


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