Philips approach to digital


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  • Creating meaningful innovations Improving lives in new ways.Gain deep insights into people’s needs and aspirationsby following a process requiring end-user input at every stageTransform insights into innovationsby combining the diverse perspectives of different disciplines“Learn fast, fail cheap” by applying a rigorous process to assess value potential early Lead in open innovationby working closely together with partners in a spirit of open innovation
  • Healthcare performance 2010: Adjusted EBITA 14.7% - Sales EUR 8.6 billion
  • Lighting performance 2010: Adjusted EBITA 12.8% - Sales EUR 7.6 billion
  • Philips’ strategy is to become the leading company in health and well-being. We believe that a steadily growing demand for healthcare, a healthy lifestyle and energy-efficient lighting solutions will – driven by an aging population, increased environmental awareness and expanding emerging markets – allow Philips to generate double-digit EBITA margins.”Main financial objectives:Comparable sales growth on annual average basis equal to real GDP + a minimum of 2%Reported EBITA margin between 10% and 13% of sales of which: Healthcare 16-18% Consumer Lifestyle 9-11% Lighting 12-14%Grow EPS at double the rate of comparable annual sales growthGenerate a return on invested capital of at least 4% above Weighted Average Cost of Capital
  • Kleurtjegevenaan social media activiteiten
  • Still measured using traditional purchase funnel.
  • Traditional funnel concept fails (number of brands is no longer reducing):Explosion of product choicesExplosion of digital channelsWell-informed consumerCustomer driven marketing: Based upon 2008/2009 Research by Mc Kinsey on almost 20,000 consumers across five industries and three continents shows that proliferation social media, resulted into an Increasingly well informed consumer. Contrary to the funnel thinking, the number of brands under consideration during the active evaluation phase expand rather than narrow. For instance in the skin care business 1.8 brands on average are added in the active consideration phase. So, decision making is not so much a linear funnel but more a circular journey. Marketeers needs to find new ways to get their brands included in the initial consideration set, social media allows for doing so (f.i. social search)Tap into the in store/pre purchase impulse: f.i Mobile enabled barcode scanner to get price and (social network) reviews (f.i Shop Savvy iPhone app) Post purchase phase is a trail period determining consumer loyalty and likelihood for buying again. This is the period to get brand promoters to feed reviews, rating and buzz. Work actively on social CRM. Manage word of mouth towards social amplification
  • The message is that way of working has to change in Philips based on the new social media channelsOur Marcom and PR had to change in their current way of working, but also Consumer Care, in particular post-purchase experience. CRM, eCommerce etc.
  • Webcare team is a dedicated team to interact and improve our online touchpoints
  • Examples within the foundations, supported by specific KPIs to measure successWhat are the requirements of a successful consumer care campaign?
  • Cinamatic Viewing Experience  Op predefined channels.Bring Support back to Talk.
  • Link to Organisation where guidance is present, now it’s time for the countries to execute
  • Free tools vs paid tools, depending on the maturity in the country. Referral to maturity matrixes
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