Philips adopted a new branding campaign called "Sense and Simplicity" to strengthen its market position against increasing competition from Japanese companies. The new positioning aims to give customers a distinctive image of Philips as a sharper, more focused company that delivers intuitive products through technology, healthcare, and lifestyle. The rebranding emphasizes maintaining Philips' market positioning, increasing value proposition, and providing the benefits of technology without complexity. It communicates that Philips' products are designed for consumers, are easy to experience, and incorporate advanced technologies without needing to understand them.

1. Philips
Sense and Simplicity
A presentation on Marketing Excellence Mini Case Study
‘Philips’ by Divya Vardiyani, GEC Raipur

2. Agenda
The establishment
Current Market Position
Market Competition
Credits to success
Rebranding
Communicating brand position

3. Anton Philips Gerald Philips
Carbon
Filament Bulb
The Establishment

4. Products
The brand provides a wide variety of products targeting
varied target segments.

5. Global Market Leader
Current Scenario
116000 Workforce
50000 Products
100 countries

6. MarketCompetition
Between 1970 and 1995, Philips faced tough competition
from Japanese companies as they had large automated
plants & thus flooded the market with inexpensive
consumer goods.

7. Market Position Forfend
- Sharing R&D expenses.
- Closing smaller
less profitable
plants.
- Replacing them
with larger more
efficient units.

8. Credit to success
- Creative
Thinking
- Technological
Prowness
- Ability to innovate
- Competitive action

9. New Branding Campaign
“Let’s make
things better”
This attempt failed to convey the design excellence and
the technical superiority.

10. Market Analysis
To enable the company
to better understand its
current market position.
And identify new routes
for moving the brand
forward.

11. Analysis report
> The consumers believed they
could “rely on Philips” products.
> Identify the core target group
and its needs:
- Simplicity
- Efficiency

12. “Sense and Simplicity”
The new positioning aims to give customers a distinctive
image of a sharper, more focused enterprise, which -
throughout the company's activities in technology,
healthcare and lifestyle - is held together by a common drive
to deliver intuitive end-user experiences.

13. Rebranding Emphasis
- Maintaining its Market Positioning
- Increasing Value Proposition
- Providing the benefits of technology
without the hassle of understanding it
Rebranding is based on 3 premises explained in the
following slides :
The company Philips adopted the new
marketing campaign with the following aims :

14. 1. Products designed around consumer
The products are so designed to meet the needs of the
targeted segment.

15. 2. Easy to experience
The ease of use and simplicity of the product is taken
care of while designing.

16. 3. Advanced Products
The current advanced technologies are incorporated in
the product without the need to understand them for
the use.

17. Communicating Brand Position
TV Commercials :
LED Range
Hair Straighter
Trimmer

18. Print Media :
The brand well employed print
media for marketing.

19. Current Strategy Outcomes
In 2014, company realized a 5 percent growth in
total brand value in Interbrand’s annual ranking.

20. Summary

21. Disclaimer
Created by Divya Vardiyani, GEC Raipur, during a
marketing internship under Prof. Sameer Mathur,
IIM Lucknow.