philips changes their tag line ... and here is the explanation how they repositioning their brand

1. Brand Repositioning and Communication
PHILIPS RESEARCH
Created By : Isti Hartini

2. About Philips
Gerard Philip (1891–1922) 2011–now : Frans van Houten

5. Problem occurred!
Philips' products were
marketed under lots of
names, using a range of
different advertising
approaches

6. How To Solve a Problem
Identify and test
Check The
new routes for
Effectiveness of The
moving brand
Chosen Routes
forward
RESEARCH
Qualitative & Quantitative 1650 Consumers and 180 corporate + BEAT (26000 Respondents)
80% (Age 35-55)
“Affluent”
“Well Educated”

7. QUALITATIVE QUANTITATIVE
• FGD (consumers and • Questionnaires and
professionals) Surveys ( Consumers)
• Detailed Information -> • Statistical Analysis of the
Perceptions results
“The brand assets linked to a
brand’s name and symbols
that add to a product or
service”
Customer-based brand
equity can be defined as the
differential effect that brand
knowledge has on consumer
response to marketing of
Brand.Equity. Assessment.Tools
that brand

8. Brand Equity Evaluation model proposed by Aaker and Joachimsthaler (2000)

9. Finding on Philips Research
Strength
• Philips has Development of New and A Challenge of a clear and focused
Exciting Products position of Philips’ Brand.
•“Philips Products are Reliable”
•“High Quality Products and Services”
Weakness
•consumers felt that Philips does not
lead on innovation
•professionals felt that Philips did not
have as clear a sense of direction as
some of its rivals.
•Customers are asking simplicity in
lives and dealing technology

10. Brand Repositioning
• Philips Research’s Result:
• Customers are asking simplicity in lives and dealing technology
1
• Technology Revolutions:
• Message : Tech as an easier, simpler, better
2
• Philips’ Visions:
• Always Put Customer first.
3
• Philips’ New Position as “Sense and Simplicity”
4

11. Brand Repositioning
• Bring Benefits
Designed Dental hygenist
around you to home and daily
basis
• Shut off after 2
Easy and
Convenient
minutes
• Effective
• Cleans better
and safely
Advanced
• It uses the power
of sound waves
Products & Services

12. Communicating the Brand Positioning

13. Communicating the Brand Positioning

14. Communicating the Brand Positioning

15. Communicating the Brand Repositioning
Via
Clear Communication as the essences Broadcast, Print, Online
To reach relevant target audience (integrated PR activities,
New position As a Whole. TVC, Internet, poster,
Launching Event)
The Concept of Advertising Campaign
“Simplicity”
1. Use Different Language “Fresher, Cleaner, More
Human”
2. One Advertisement reinforces another (multiple
insertions)
3. Global scope
Netherlands, Germany,
4. Existing products blend in with new brand France, Italy, UK, USA
positioning and China.
5. Target: consumers, Philips' employees, the media
and the marketing community

16. Conclusion of Research
Brand Image already Strong!
However, “Sense and
Simplicity” show the
Consumer Focused on
Phillips’ Side.
Appropriate Repositioning
Sense & Simplicity
Rank 42 of Brand Value
Weak Brand Strong Brand
One Phillips
Rank 65 of Brand Value
Inappropriate Repositioning

17. Source:
www.businesscasestudies.co.uk
www.youtube.com
http://www.philips.co.id/