The document discusses Philips' marketing mix (4Ps) for its industrial lighting products. It outlines two of Philips' key product lines - Optibay and Endura PLUS - which are designed for industrial and commercial applications such as factories, power plants, and warehouses. Price strategies aim to gain market share while constraints include the newness of products and current economic conditions. Promotion strategies involve TV advertisements, social media, conventions, and bundling products like Apple iPads to generate sales and brand awareness for the hospitality industry. Philips uses a corporate distribution system with 20 sales agents performing direct sales to modern luxury hotels.

1. MarketingMix (4P’s)
Product
The product line of philipsindustrial linesare shown:
Some of the best products of Philips are:
Optibay - HPK 225:
Highqualitymaterial and optical performance make it an ideal solution for a wide range of
Applications. Optibayisdesignedforindustrialusage butwithits prismatic versions it is suitable for
large non-industrial spaceswithhighceilings. Optibay is a modern functionally designed luminaire
providing high optical performance making it ideal for a wide range of application.
Optibay - HPK 205:
Optibay in non-integral version is modern, functional design and robust, high quality
material andoptical performance make itanideal solutionforawide range of applications. Optibay
isdesignedforindustrialusage but with its prismatic versions, it is suitable for large non-industrial
spaces with high ceilings.

2. Endura PLUS - HPK 150
Applications include in the areas:
• Industries
• Cable galleries
• Boiler platforms
• Power stations
Non-Integral Well Glass
These products are used in Applications:
• Cable galleries in power plants
• Conveyors in cement and steel plants
• Boiler platforms in power stations
Bulk Head range
Applications include Stairways, Corridors, Lift wells
Price
The main Objectives istogainmarketshare witha sense of social responsibility
Constraintsinclude
 newnessof the product
 type of competitive markets
 currenteconomiccondition
Demand:demandcurves,price elasticity
Costs:associatedwith production
Break-EvenQuantity
Strategies:– Demand-oriented:captivepricing,targetpricing,bundlepricing –Profit-oriented:
target profit,targetreturn-on-sales,targetreturn-on-investment–Competition-oriented:customary
pricing,psychological pricing•Dynamic,flexible-price policywithprice cutsforbulk-buying.
Promotions
The Promotionisa keyfactor inthe successof thiscampaign – Asdemandison the rise perfecttime
for Hue – Nocomparisonto anyhospitalitylighting•Apple functionalityandsocial mediakey
aspects• Buildingrelationshipscore aswell

3. Brand NewProductso InformationalProductStyle –Introduce HospitalityIndustrytoHUE –
MarketingitwithApple iscore – Both Hue and Apple Benefitfromthis•Methods – TV Apple I-pad
advertisements –Greatwide scale exposure –Large and diverse customerbase
Social Media– DedicatedManagerstomanage hotel accounts – Hue can create accountsto build
relationshipsandreachoutto clients – ConstantlyShow off Featuresaswell •Hotel conventions –
PR teamdirectlyrepresentHUE – Networkingandbranddevelopment•Mixers – Gain Data and
KeepinTouch – Generate BuzzMarketing – Spreadthe Word
BulkSales – Include some amountsof Apple I-padswithsalesandorders – CrossPromotional
Feature • ProvidesIncreasedLuxurytorooms• Boston.com – more featuresina room, more
satisfaction•Providesincentivetopurchase anda deal
DirectConversationThroughSocial Media•Direct MarketingthroughTV Ads • Iphoneappalsoa
form.Managers mightsee Adon TV • DirectMeetings – Bestand Most DetailedInformation –Must
have all materialsandconveyFABs• Conventions –While PRManagesImage,Salesshouldgain
interestanddesire forproductthroughdisplays –Remembertouse varietyof methodsforsuccess•
Di
SalesTeamspecificallyforHospitality –Conductresearchintoexpectationsandwants – Must have
knowledge of producttoexplain –Six Steps –PBC – Negotiate PricesandDevelopDeals –Develop
CustomerRelationships –Use NeedSatisfactionFormatof presentation
Place
Corporate systemof distribution
20 Salesagentswhoengage indirectsellingtomodernluxuryhotels
No needforwholesalers,distributorsorstores
Maintainour ownsalesforce to performall channel functions
Strategicchannel alliance withotherdivisionsof Philipsinvolvedinthe hospitality
Industry Value createdbyquicktransactional function