CONTENTS OF THE REPORT1. About the brand 10. What is Philips Doing?2. About the market 11. Presence of Philips offline3. Evolution of brand 12. Threat to Philips4. 5p’s – Philips India 13. What are we talking about5. Philips Objectives it online?6. Philips India competition 14. Opportunities for7. Positioning of Philips conversations8. Evolution of the brand’s communication9. Communications of Philips
ABOUT THE BRAND1. Philips was established in 1891 and made lightbulbs – a simple product2. Throughout the years the company increased its portfolio into technology products that became too complex for most users3. Hence the theme- sense and simplicity
ABOUT THE MARKET• Operates in Healthcare, Lighting and Consumer Lifestylesegment•Healthcare- People focused healthcare. Learning what it islike to be a patient, as well as understanding the complexitiesfacing the care givers- Healthcare simplified•Lighting- light-inspired experiences, End-user-driven andenergy-efficient solutions•Consumer Lifestyle - Experiences in touch with the socialand emotional needs of the customers in their homes•The Consumer Lifestyle and Healthcare Strategy is the chosenstrategic direction for the Philips businesses and is based on thehuman truth that people seek to achieve well-being byaddressing a combination of both wellness and pleasure needs.
5P’S – PHILIPS INDIA•People (Target Audience) : Families, males andfemales till age of 70, corporates , publicconsumption•Price: Different prices for different products•Products : Healthcare devices, lifestyle products,•Place: Philips retail outlets and other consumerelectronic stores•Promotion: Through print ads, television etc
PHILIPS OBJECTIVES•Drive customer and consumer loyalty byimproving the brand experience•Provide superior retail and consumer careexperience• Increase the brand distribution footprint,especially in rural areas•Increasingly become more aspirational anddesirable to the young as well as the high-endconsumers
PHILIPS INDIA COMPETITION•Direct competition1. Apple 8. Creative2. General Electric 9. Videocon3. Siemens AG 10. Panasonic4. Samsung5. LG6. Sony7. USHA LEXUS
POSITIONING OF PHILIPS•In the current high-tech age, consumers are faced with many hardproduct choices. What most of us want are clear-cut communicationsabout the benefits that these products will provide for us•Easy to use•Advanced•Designed around you Sense and Simplicity The Philips Product’s and Communications Image services
EVOLUTION OF THE BRAND’S COMMUNICATION “Sense and simplicity” brand All advertising and promise.marketing campaigns Promise of being were carried out at “designed around you, product level on a easy to experience local market basis and advanced” 1990 1995 2004 “Let’s make things better”. Encapsulated the “One Philips” thinking and was rolled out globally in 9 all markets and on all Philips products
COMMUNICATIONS OF PHILIPSBrand communications reflects their commitment to simplicity Communications
WHAT IS PHILIPS DOING? Vision 20151. Making a positive difference in everyone’s lives (lifestyle)2. Giving sustainable solutions (lighting)3. Make cities better places to live (lighting)4. Helping people live independently for longer (healthcare)
PRESENCE OF PHILIPS OFFLINE1. 30 lighting lounges2. 150 shop-in-shops for consumers to see and experience the home decorative lighting range3. Health corners4. Grooming corners in the NCR region to other cities like Chennai, Bangalore and Hyderabad.
THREAT TO PHILIPS1. Increasing competition from global consumer electronic brands entering India2. Increasing local level competition from brands present in India3. Sustainable positioning for future- is it possible?4. Connecting with target audience at all levels
WHAT ARE WE TALKING ABOUT IT ONLINE?• Contextual product presentation for example in winters talking about coffeemaker etc• Talking about the great design of Philips product• Anything centered around an ongoing contest• Unique products like recently there was a showcase of the worlds first android MP4 player
OPPORTUNITIES FOR CONVERSATIONS• Philips center for health and well being- Creating sustainable- Safe- People focused- High health EnvironmentsThe solutions to these challenges can be talking point among the audience as much as the effectiveness of simple design in their lives