Powerpoint presentation on Philips mini case study made by Pragya, NIT Patna during Marketing Internship under Prof. Sameer Mathur, IIM Lucknow

2. MORE THAN
50,000 PRODUCTS
ACROSS 100
COUNTRIES

3. HISTORY
• ANTON AND GERARD PHILIPS STARTED PHILIPS &
Co. IN 1891 IN EINDHOVEN, NETHERLANDS
• FIRST MANUFACTURED - CARBON FILAMENT
LAMPS

4. STARTED WITH
LOGO CREATIONLOGO CREATION

6. POINTS OF DIFFERENCE
&
POINTS OF PARITY

11. 1. LET’S MAKE THINGS BETTER
2. RESEARCH TO MEASURE BRAND EQUITY
3. SENSE AND SIMPLICITY

12. 1. LET’S MAKE THINGS BETTER
2. RESEARCH TO MEASURE BRAND EQUITY
3. SENSE AND SIMPLICITY

14. 1. LET’S MAKE THINGS BETTER
2. RESEARCH TO MEASURE BRAND EQUITY
3. SENSE AND SIMPLICITY

15. PHILIPS FELT THE NEED TO REBRAND

16. 1. LET’S MAKE THINGS BETTER
2. RESEARCH TO MEASURE BRAND EQUITY
3. SENSE AND SIMPLICITY

17. THE BRAND FELT THAT ITS CORE CUSTOMERS VALUED
SIMPLICITY AND EFFICIENCY AND WANTED HASSLE-FREE
PRODUCTS.
HENCE THE EMPHASIS WAS SHIFTED TO BENEFITS OF
TECHNOLOGY RATHER THAN THE TECHNOLOGY ITSELF.

18. BASIS SENSE AND SIMPLICITY CAMPAIGN
1. PRODUCTS ARE DESIGNED AROUND THE CONSUMER
2. THEY ARE EASY TO EXPERIENCE
3. THEY ARE ADVANCED
RISKS
1. DISPOSAL OF E-WASTE
2. LACK OF RECYCLING STRATEGY
3. NEGATIVE MARKETING OF THE BRAND

19. CLOSE THE
LESS
PROFITABLE
FACTORIES.
CREATION OF
MORE EFFICIENT
AND LARGER
UNITS.
FORMULATION OF
POLICIES FOR
TAKE-BACK OF
END-OF-LIFE
PRODUCTS TO
RECYCLE OR SAFE
DISPOSE OF E-
WASTE.
SHARE THE R&D
AND OTHER
EXPENSES TO
RESDUCE THE
COSTS.

20. 1. INTRODUCTION AND HISTORY
2. BRAND POSITIONING
3. MARKET COMPETITION
4. BRAND CAMPAIGNS
5. SENSE AND SIMPLICITY
6. SUGGESIONS

21. Created by PRAGYA, N.I.T. PATNA during
MARKETING INTERSHIP under Prof.
SAMEER MATHUR, IIM LUCKNOW