Philips is a large electronics company that has divisions for sound and vision products, household products, and personal care products. It underwent a rebranding strategy called "sense and simplicity" that emphasized how Philips' technological solutions can improve people's lives. This new branding position proved successful for Philips. However, it also faces risks if it does not deliver on its claims of providing cost-effective, easy to use, and reliable products. To ward off competition from Japanese electronics manufacturers, Philips can develop large automated plants, use more influential advertising including emotional branding, and offer product discounts.

1. CASE STUDY
PHILIPS

2. Anton Philips Gerard Philips

4. Philips sound
and vision
Philips Household products
Philips personal care

8. Has Philips acquired a
good brand positioning?

9. Competitive frame of Reference
Japanese
Companies

10. Points Of Difference

11. Points of parity

12. A campaign that
emphasized
improving people’s
lives through
technological
solutions.

16. The New Brand Positioning
has Proved to be a success

18. Q-1 Evaluate Philips’ “sense and simplicity” strategy. What
are the risks the company faces in using this tagline?
Ans: The “Sense and simplicity” campaign helped reposition
Philips. It helped consumers focus more on the simplicity of
the technologically advanced products.
Risks:
The consumers need products which are cost effective , easy
to use and reliable. Philips must offer the services it’s claims
to deliver otherwise it’s reputation will be at stake.

19. Q-1 What strategies can Philips follow to ward off
competition from Japanese manufacturers of consumer
electronics?
Ans: Following strategies can be adopted-
- By developing large automated plants.
-Promoting brands with more influential advertisements.
Emotional branding can also be included.
- By offering discounts on the products it is offering.

21. DISCLAIMER
Created by Akshay Pandey, NIT Bhopal, during
a marketing internship by
Prof. Sameer Mathur, IIM Lucknow.