Mini Case Presentation on Philips - From the 15th Edition of Marketing Management by Philip Kotler and Kevin Lane Keller.

3. How we started ???
Started with a simple aim to illuminate the world

4. And Never Turned Back !!!

8. SEGMENTATION
• Different consumer groups
TARGETING
• To satisfy in a superior way
POSITIONING
• Distinctive offerings

10. • Desirable to Consumer
• Deliverable by the company
• Differentiating from competitor

11. • Categorical
• Correlational
• Competitive

12. Perceptual Maps
• Consumer Perception and Preference for a brand
• Provide Quantitative pictures of market situations
• Consumer view points for different products, brands and
services along various dimensions

14. REALLY WORTH IT ???

16. • Compromise on Advancement of
technology
• Image of technically lesser
advanced product
• Irresponsible behaviour towards
e-waste

17. Strategy to ward off
competition from
Japanese Manufacturers

18. Japanese Strength and Advantage
• Lower Prices
• Quality Mass Production
• Affordability of products
• Reliable to some extent

19. BREAKING THE BOND
• Emphasize and Adhere to quality of the product
• Simplicity of Design
• Multilingual instruction manual
• More value to money by its products
• Lifetime Reliability

20. IDENTIFY
COMPETITOR

21. Created by Roshan Tathed, IIT Bombay,
during a Marketing Internship by Prof.
Sameer Mathur, IIM Lucknow