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Philips-"Sense and simplicity" Case study IIML Internship Prof. Sameer Mathur

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This was a presentation made by Faizal Ansari, IIT Kanpur under the guidance of professor Sameer Mathur, IIM Lucknow during a marketing internship.

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Philips-"Sense and simplicity" Case study IIML Internship Prof. Sameer Mathur

  1. 1. PHILIPS I N N O V A T I O N F O R S I M P L I C I T Y A CASE STUDY
  2. 2. WHERE IT ALL STARTED GERARD PHILIPS ANTON FREDRIK PHILIPS FRANS VAN HOUTEN
  3. 3. FROM THE BEGINING The brand was founded back in 1891 by Gerard Philips and his father Fredrik, Gerard was a cousin of Karl Marx. Their first product was a light bulb then they started making vacuum tubes in 1920 and the electric razor in 1939. On 11 March 1927, Philips went on the air with shortwave radio station PCJJ (later PCJ) which was joined in 1929 by sister station PHOHI.
  4. 4. WHAT PHILIPS IS Philips  is a subsidiary of Royal Philips of the Netherlands, a leading health technology company focused on improving people’s health and enabling better outcomes across the health continuum from healthy living and prevention, to diagnosis, treatment and home care.
  5. 5. MISSION VISION Brand's
  6. 6. FUTURE PLANS THAT PLANS FUTURE Improve the quality of people’s lives through technology- enabled meaningful innovations Make the world healthier and more sustainable through innovation. MISSION VISION
  7. 7. CEO GERARD KLEISTERLEE INTRODUCED THE SENSE AND SIMPLICITY BRAND
  8. 8. MEDIA COVERAGES
  9. 9. INTRODUCES ENVIRONMENTALLY FRIENDLY GREEN LOGO This new logo allows consumers to easily identify products that have significantly better energy efficiency than the nearest competitor products in the same category
  10. 10. BECAUSE LOGO MATTERS In the early years of the company, the representation of their name took many forms. Because the logo was the all that people knew about the company
  11. 11. BRAND VALUE 12% 22% 20% 8.9% Comparable sales up 12%; led by Lighting at 18% 22% growth in emerging markets 20% growth of equipment order intake at Healthcare EBITA of EUR 504 million, or 8.9% of sales
  12. 12. BRAND POSITIONING
  13. 13. BRAND POSITIONING Although Philips was respected for its commitment to quality, the brand was seen as 'traditional'. This was partly because Philips was an old company, having been present in some markets for more than 100 years In 1995-96, in an attempt to rejuvenate the brand, the company launched a global campaign called 'Let's make things better', which replaced the 26 different slogans used by Philips in different markets.
  14. 14. BRAND MARKETING
  15. 15. ADVERTISMENT POLICY Their advertising policies were carrying a message of their campaigns such as ""Our brand promise “sense and simplicity” encapsulates our commitment to intimately understand the needs and aspirations of consumers""
  16. 16. SENSE AND SIMPLICITY It is the combination of two unique capabilities that enables them to deliver on their “sense and simplicity” promise.
  17. 17. SWOT Analysing the
  18. 18. SWOT STRENGTH SWOT WEAKNESS •Effective Communication •High research and development •Innovation •Loyal customer •Strong Brand Equity •Weaker distribution network •Higher prices than the competitors like Japanese comapanies •The inability to get the product to the market first
  19. 19. SWOT OPPORTUNITY SWOT THREAT •Government Regulation •Green push •Increasing industrialization •More electrification •Higher demand for lightening •Competition •Cheaper technologies •Economic slowdown •Lower cost competitors •Price wars
  20. 20. SUMMARY THE CONCLUSION Founding of the brand Marketing Strategy How they made it Brand Positioning SWOT
  21. 21. Thankyou for listening...... This presentation was made by Faizal Ansari, IIT Kanpur under the guidance of Professor Sameer Mathur, IIM Lucknow,During a marketing internship. DISCLAIMER

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