Youtube link:- https://www.youtube.com/watch?v=o85ohQT_HfY It is a presentation based on the marketing excellence of Marketing Mangement, Philip Kotler and Keller under an internship by Prof. Sameer Mathur, IIM Lucknow.

1. A Marketing Excellence Case Study

2. PRODUCTS AND RANGES

3. GLOBAL BRAND

4. VISION
Philips strives to make the world healthier and more
sustainable through innovation and has the goal to improve
the lives of 3 billion people a year by 2025.

5. MISSION
Improving people's lives through meaningful innovation.

6. POINTS OF DIFFERENCES(PODs)

7.  Leader in energy-efficient lighting department.
 Has a very strong R&D portfolio.
 Subsidiaries in more than 100 countries.
 Sense and Simplicity in products and technologies.

8. POINTS OF PARITIES(POPs)

9.  Electronic goods.
 Lighting devices and solutions.
 Consumer Satisfaction.

10. COMPETITORS

12. EMOTIONAL BRANDING

13. New brand line “Innovation and You”, rooted
in Philips’ strong belief that innovation is only
meaningful if it delivers on people’s unmet
needs and desires.

14. BRAND MANTRA

15. Based on three premises:-
 Products are designed around the consumer.
 They are easy to experience.
 They are advanced.

16. QUESTIONS AND ANSWERS

17. Evaluate Philips “Sense and Simplicity” strategy.
 Keeping all the complex background technical details to
itself.
 Providing the technological benefits without the
understanding hassles.
 Products are designed around the consumer.
 Easy to experience, advanced and innovative.
 Simpler in design but differentiable from competitors.

18. What are the risks that the company faces in using this
tagline ?
 Compromising on the advancements in technology.
 Might give the impression of providing technically less advanced
products.
 The brand image also might be affected.
 Highly priced products.

19. What are the strategies that Philips can follow to ward
off competition from Japanese manufacturers of
consumer electronics ?
 Automating its manufacturing plants.
 Providing genuine and authentic products.
 Distributing multi-lingual manuals.
 Noting the points of differences of its competitors.
 Low-cost solutions.

20. 1. Philips Products and Ranges.
2. Global Brand.
3. Vision and Mission.
4. PODs and POPs.
5. Competitors.
6. Emotional Branding.
7. Brand Mantra.
8. Questions & Answers.
SUMMARY

21. DISCLAIMER
Created by Anubhav Ghosh, IIIT
Bhubaneswar, during a marketing
internship under Prof. Sameer
Mathur, IIM Lucknow.