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Marketing in Uncertain Times
 A (Philips) design perspective




             Gus Rodriguez
             Philips Design


...
Philips Design

   A change in agenda…?


                               Abundance

                                      ...
Philips Design

   Yes it does…


   Typifies the larger issues


         Short term perspective
         Failing to look...
Philips Design

   Flying over Las Vegas




 CONFIDENTIAL              © Philips Design, November, 2008   4
Philips Design

   Flying over Las Vegas, 1992


   • An artificial environment
   • No sense of time
   • The air-conditi...
Philips Design

   From Pyramids to Pancakes




                 Industrial age                                Age of bec...
Philips Design

   From Pyramids to Pancakes




                 Industrial age                                  Age of b...
Philips Design

   Creating the future?
                                                                   Possible

   We...
Philips Design

   The New World Order

                                    Ageing                         Wealth
        ...
Philips Design

   … technologies are doubling every12-18 months…



                                                     ...
Philips Design

   Growth of social changes



                                                   z

          globalizati...
Philips Design

   The new EcoSystem


                                                          Planet




              ...
Philips Design

   The new EcoSystem

    Need to
                                                                  Planet...
Philips Design

   A New Ethic

   We need to adopt sustainable strategies …


   Based on common purpose and harmony betw...
Philips Design




                                    Create value for people
                                     throug...
Philips Design
                                                                                       •Unique people-centr...
Philips Design

   High Design Process




    Iterative, Quality Lead Quality Review
    People and Socio cultural focus
...
Philips Design

   High Design Process in Business Innovation-Creation


                 Create desirable options        ...
Philips Design

   Designing the Brand Experience




 CONFIDENTIAL          © Philips Design, November, 2008   19
Philips Design

   Brand Foundation & Identity

                 Who is Philips?                                Who does P...
Philips Design

   Brand Promise and Identity




                        Designed around you
                         Eas...
Philips Design

   Since then…


   Interbrand index.
   From 65 in 2004 to 42 in 2007: 23 positions.

   57% of portfolio...
Philips Design

   Designing the Brand Experience




 CONFIDENTIAL          © Philips Design, November, 2008   23
Philips Design

   Designing the Brand Experience




 CONFIDENTIAL          © Philips Design, November, 2008   24
Philips Design

   Society, Trends and People Research




 CONFIDENTIAL          © Philips Design, November, 2008   25
Philips Design

   Understanding … people and the Future
                                                                 ...
Philips Design




 CONFIDENTIAL    © Philips Design, November, 2008   27
Philips Design

   Philips +




 CONFIDENTIAL    © Philips Design, November, 2008   28
Philips Design




   Highest level of satisfaction
   sales x times higher than forecast.
   higher Margins than componen...
Philips Design

   Provoke … Off the Grid Habitat
 Light             Water                                      Air




 C...
Philips Design

   Next Simplicity
  move your body                        share experiences




  care for your body     ...
Philips Design

   health monitor Incubator




 CONFIDENTIAL           © Philips Design, November, 2008   32
Philips Design

   Open Innovation in European Projects: HICs

   Developed Strategy for custom food service
     provisio...
Philips Design

   Creative Conversion Factory
  Philips Research & Design   Intelligent Playground                   Ambi...
Philips Design

   Ambient Experience Design




 CONFIDENTIAL            © Philips Design, November, 2008   35
Philips Design

   Ambient Experience Design

   • Reduced number of steps
   • Improved patient and staff satisfaction
  ...
Philips Design

   Philanthropy by design
   “Chulha” wood-burning stove




   Safer indoor cooking
   Low-cost, easy-to-...
Philips Design

   The new EcoSystem

    Business is on a search…
                                                       ...
Philips Design

   Creating the future
                                    driven by free market globalization            ...
Philips Design

   Creating the future
                                                                    Possible

   Ca...
Thank You




   Gus Rodriguez
   Philips Design
   Vice President



 © Philips Design, November, 2008
Overabuncance To Economic Crisis
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Overabuncance To Economic Crisis

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Gus Rodriguez, Vice President Philips Design, Marketing3, Media Plaza, Utrecht, 26 november 2008

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Transcript of "Overabuncance To Economic Crisis"

  1. 1. Marketing in Uncertain Times A (Philips) design perspective Gus Rodriguez Philips Design © Philips Design, November, 2008
  2. 2. Philips Design A change in agenda…? Abundance to Marketing in Uncertain Times (does this not typify our opportunistic nature?) (does this not typify our times?) CONFIDENTIAL © Philips Design, November, 2008 2
  3. 3. Philips Design Yes it does… Typifies the larger issues Short term perspective Failing to look beyond the horizon Shock when out of comfort Zone Today's challenges are of such nature that this perspective, (short term, opportunistic) needs to be reconsidered… CONFIDENTIAL © Philips Design, November, 2008 3
  4. 4. Philips Design Flying over Las Vegas CONFIDENTIAL © Philips Design, November, 2008 4
  5. 5. Philips Design Flying over Las Vegas, 1992 • An artificial environment • No sense of time • The air-conditioned nightmare • Inhabitants are motivated by greed and hedonism (familiar?) • In the end, all are “loosers”… Is this where we want to go? Is this where we should go? Is this a vision of the future we want to create? CONFIDENTIAL © Philips Design, November, 2008 5
  6. 6. Philips Design From Pyramids to Pancakes Industrial age Age of becoming CONFIDENTIAL © Philips Design, November, 2008 6
  7. 7. Philips Design From Pyramids to Pancakes Industrial age Age of becoming CONFIDENTIAL © Philips Design, November, 2008 7
  8. 8. Philips Design Creating the future? Possible We need to be pro active … Plausible Take Responsibility Be Protagonists Probable Desirable Un-Desirable time CONFIDENTIAL © Philips Design, November, 2008 8
  9. 9. Philips Design The New World Order Ageing Wealth Populations Distribution Multi-Dimensional Saturation Individuals Technological Empowerment Progress Self Actualization Urbanization Globalization Environmental Change CONFIDENTIAL © Philips Design, November, 2008 9
  10. 10. Philips Design … technologies are doubling every12-18 months… z semiconductors computing genetics communication network wireless robotics nanotech new energy new materials The relevant value, the right thing to do, is in the application of technology CONFIDENTIAL © Philips Design, November, 2008 10
  11. 11. Philips Design Growth of social changes z globalization ageing multiculturalism climate change new economics many-2-many identity pollution social web creative class CONFIDENTIAL © Philips Design, November, 2008 11
  12. 12. Philips Design The new EcoSystem Planet People Profit CONFIDENTIAL © Philips Design, November, 2008 12
  13. 13. Philips Design The new EcoSystem Need to Planet innovate and orchestrate… design brand experience … To achieve… relevant relationship with stakeholders … People Profit and society’s wellbeing. CONFIDENTIAL © Philips Design, November, 2008 13
  14. 14. Philips Design A New Ethic We need to adopt sustainable strategies … Based on common purpose and harmony between the elements… But… Is this realistic in a profit-driven business culture? There is no contradiction here! Make the quality of life and sustainability a competitive issue… our vision… our journey… CONFIDENTIAL © Philips Design, November, 2008 14
  15. 15. Philips Design Create value for people through valuing people Design Brand Experiences that are in harmony with people, the environment, natural and man-made CONFIDENTIAL © Philips Design, November, 2008
  16. 16. Philips Design •Unique people-centric approach A Multi-disciplinary approach •Translate research into tangible offerings •Broad and in-depth experience technology specialists sociologists & anthropologists human factors specialists psychologists Interaction designers project managers visual trend analysts Innovation consultants brand consultants interior designers •30 design capabilities •50 nationalities product designers visual communication designers •570 professionals CONFIDENTIAL © Philips Design, November, 2008 16
  17. 17. Philips Design High Design Process Iterative, Quality Lead Quality Review People and Socio cultural focus Integration of multidisciplinary skills Complex, large, corporate challenges Research and knowledge driven CONFIDENTIAL © Philips Design, November, 2008 17
  18. 18. Philips Design High Design Process in Business Innovation-Creation Create desirable options Build emerging solutions Extend core business Discover Inspire & Imagine VISIONARY PROJECTS Share Realize New Nomads 2001 10 CONFIDENTIAL © Philips Design, November, 2008 18
  19. 19. Philips Design Designing the Brand Experience CONFIDENTIAL © Philips Design, November, 2008 19
  20. 20. Philips Design Brand Foundation & Identity Who is Philips? Who does Philips Aspire to be? CONFIDENTIAL © Philips Design, November, 2008 20
  21. 21. Philips Design Brand Promise and Identity Designed around you Easy to experience Advanced Meaningful solutions to improve Peoples lives CONFIDENTIAL © Philips Design, November, 2008 21
  22. 22. Philips Design Since then… Interbrand index. From 65 in 2004 to 42 in 2007: 23 positions. 57% of portfolio in 2007 was new, compared to 39% in 2004. Philips is ranked #1 in its industry in the Dow Jones Sustainability Index Philips is Gold Class world leader in Sustainability Index 2008 CONFIDENTIAL © Philips Design, November, 2008 22
  23. 23. Philips Design Designing the Brand Experience CONFIDENTIAL © Philips Design, November, 2008 23
  24. 24. Philips Design Designing the Brand Experience CONFIDENTIAL © Philips Design, November, 2008 24
  25. 25. Philips Design Society, Trends and People Research CONFIDENTIAL © Philips Design, November, 2008 25
  26. 26. Philips Design Understanding … people and the Future Researching the Future Foresight,Trends &People Research: Integral futures, Socio-dynamics, CultureScan Personas, Generations on line communities Foresight in Design Engaging with the Future Cultural Innovators Creative Communities Social Entrepreneurs Co-Creating the Future open, collaborative inclusive research Envisaging the Future Probes-experience demos Application demos CONFIDENTIAL © Philips Design, November, 2008 26
  27. 27. Philips Design CONFIDENTIAL © Philips Design, November, 2008 27
  28. 28. Philips Design Philips + CONFIDENTIAL © Philips Design, November, 2008 28
  29. 29. Philips Design Highest level of satisfaction sales x times higher than forecast. higher Margins than components reduces energy consumption by over 80% CONFIDENTIAL © Philips Design, November, 2008 29 long life cycle
  30. 30. Philips Design Provoke … Off the Grid Habitat Light Water Air CONFIDENTIAL © Philips Design, November, 2008 30
  31. 31. Philips Design Next Simplicity move your body share experiences care for your body relax your mind listen to your body Proactive solutions as preventive strategy… for health & wellbeing CONFIDENTIAL © Philips Design, November, 2008 31
  32. 32. Philips Design health monitor Incubator CONFIDENTIAL © Philips Design, November, 2008 32
  33. 33. Philips Design Open Innovation in European Projects: HICs Developed Strategy for custom food service provision in a sustainable manner… Partners, redefine value chain and system CONFIDENTIAL © Philips Design, November, 2008 33
  34. 34. Philips Design Creative Conversion Factory Philips Research & Design Intelligent Playground Ambient Way Finding and Brainport Convert ideas to new business 8 ‘partners’ 3 ‘partners’ •15 IP’s • 2 IP’s • market scans • market scans • feasibility studies • feasibility studies • 15 concepts • 9 concepts •Business Model • Pro-forma plans > new company Work In Progress CONFIDENTIAL © Philips Design, November, 2008 34
  35. 35. Philips Design Ambient Experience Design CONFIDENTIAL © Philips Design, November, 2008 35
  36. 36. Philips Design Ambient Experience Design • Reduced number of steps • Improved patient and staff satisfaction • Improved throughput time • Sedation rates for children reduced • Dosage reduced CONFIDENTIAL © Philips Design, November, 2008 36
  37. 37. Philips Design Philanthropy by design “Chulha” wood-burning stove Safer indoor cooking Low-cost, easy-to-produce-distribute-use stove Able to answer to different local culinary habits Co-created with local stakeholders and users CONFIDENTIAL © Philips Design, November, 2008 37
  38. 38. Philips Design The new EcoSystem Business is on a search… Planet People & society is on a search… Planet needs new solutions… … for new value and People Profit … sustainable … growth CONFIDENTIAL © Philips Design, November, 2008 38
  39. 39. Philips Design Creating the future driven by free market globalization driven by responsible consumption 50-70’s 80-00’s Today Future? product/service experience creativity meaning manufacturing marketing / people / network global responsibility driven brand driven driven driven physical products emotions life tools ethical focus passive-receptive interactive co-creative inclusive delivering enabling delivering enable ethical value context fulfillment of commodities and meaningful proposition relevant people’s value exchange experiences potential personally offering personalized mass market targeted meaningful & specificity & co-creative sustainable persuade empower to create social approach engage, entice to purchase participate inclusion CONFIDENTIAL © Philips Design, November, 2008 39
  40. 40. Philips Design Creating the future Possible Calm, Purposeful, Adventurous, Journey… Plausible Probable Desirable harmony quality of life sustainability Be a protagonists Un-Desirable time CONFIDENTIAL © Philips Design, November, 2008 40
  41. 41. Thank You Gus Rodriguez Philips Design Vice President © Philips Design, November, 2008

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