This document summarizes Philips' branding and marketing strategies. It discusses Philips' target markets in three categories and wide range of products advertised innovatively. It analyzes competitors and Philips' focus on POPs like price, variety, quality and PODs like innovation, R&D. Philips gains through perceptual maps, market research, branding campaigns and innovative ads. The document questions if Philips' tagline "sense and simplicity" is a good strategy or risk and how Philips can strategize to compete with Japanese electronics companies if not ready. It provides a summary of Philips covering target markets, sectors served, branding trends, product range, competitor analysis, positioning maps and ads.

1. Let’s MakeThings Better !
Sense and Simplicity

3. They serve in THREE Categories
It says ,
I say ,

4. Branding since 1891

5. Range of products advertised in an innovative manner
Philips on lamp Postcards Radio Headset Vacuum cleaner ad
MRI machine Light bulbs VCR CD ad

6. Let’s analyze one such competitor

8. But ,what is it which gives strength
to PHILIPS to compete with them ?

9. M
I
S
S
I
O
N
POPs
•Price
•Variety
•Lifestyle
•Quality
•Electronic products
PODs
•Innovation
•Convenience
•R&D
•LED and other technology
•Compatibility

10. By focusing on –
Perceptual maps, Market research,
Emotional branding, Campaigns
and innovative ads
Philips gains a lot !

11. PERCEPTUAL MAP
Headset Industry

12. But , how does it communicate
its positioning strategy ?

13. Brand
positioning
BULL’S EYE

14. “More the technology in products , more is the hassle”
I think

15. SENSE
YOU
&
RESULT

16. With such advertisements and some
sustainability and innovation and a lot more

18. 1. Is the tagline “sense and simplicity” bears
with it, ‘A good strategy’ or ‘A risk’ ?
2. Is Philips ready to compete with Japanese
electronics companies ? If not , then how
should it strategize ?

20. Summary of PHILIPS : A Case Study
•Target market and positioning
•Sectors in which they serve
•Branding trend
•Wide range of products
•Competitor analysis
•PODs and POPs
•Perceptual map & Brand positioning bull’s eye
•The slogan “Sense and Simplicity”
•Print &TV ads
Credits- Google Images , Flickr.com ,Wikipedia , www.usa.philips.com

21. DISCLAIMER
Created by Ronak Pani , NIT Raipur ,
During a Marketing Internship by
Prof. Sameer Mathur , IIM Lucknow.