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Adding Value Beyond Price: Upskilling Essity’s Marketing Teams
Project type
Shopper Marketing | Consumer Insights | Thought Leadership | Training and Development
The Challenge
Essity’s marketing teams were facing two critical challenges:
- Losing market share to cheaper own-label products across European markets.
- Inconsistent knowledge and capability gaps within their teams, requiring targeted upskilling and a fresh perspective to stay competitive.
What I Did
I designed and delivered a tailored training module titled “How to Communicate Value Beyond Price.” This practical resource empowered marketers with actionable insights and tools to elevate their strategy and campaign planning. Key components included:
- Understanding Today’s European Shoppers: Insights into evolving behaviours and preferences.
- Communicating Brand Value: Introduction of three distinct value typologies to shift focus beyond price.
- Crafting a Value Proposition: A clear and repeatable framework to articulate and amplify brand value.
The Results
The training was delivered to eight senior marketers, including comprehensive session notes, actionable examples, and a recorded mock training session. To date, the module has been rolled out in five markets, receiving overwhelmingly positive feedback for its clarity, relevance, and practical impact on campaign planning.