PHILIPS CASE STUDY
•Download as PPTX, PDF•
1 like•985 views
Crafting Brand Positioning.Philips case study. This presentation was made during an internship under the guidance of prof.Sameer Mathur from IIM Lucknow.
Report
Share
Report
Share
Recommended
Philips Case Study
Philips' mission is to improve lives through innovation and global partnerships that benefit underprivileged communities worldwide. Its vision is to build knowledge and drive social innovation through collaboration to support positive social change. Philips operates in personal care, consumer electronics, medical systems, and lighting and has invested in technology for over 100 years, selling over 35,000 products in 100 countries and languages. To simplify its brand and address consumer preferences for ease of use, Philips rebranded with the slogan "Sense and Simplicity".
Philips - case study , sameer mathur sir.pptx
This document summarizes Philips' branding and marketing strategies. It discusses Philips' target markets in three categories and wide range of products advertised innovatively. It analyzes competitors and Philips' focus on POPs like price, variety, quality and PODs like innovation, R&D. Philips gains through perceptual maps, market research, branding campaigns and innovative ads. The document questions if Philips' tagline "sense and simplicity" is a good strategy or risk and how Philips can strategize to compete with Japanese electronics companies if not ready. It provides a summary of Philips covering target markets, sectors served, branding trends, product range, competitor analysis, positioning maps and ads.
Philips Brand Positioning
This presentation is about how Philips has positioned itself. Evaluating their 'sense and simplicity' strategy.
A mini case study - Philips
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.
Philips case study
Royal Philips Electronics is a Dutch multinational conglomerate founded in 1891. Headquartered in Amsterdam, Philips has diversified operations in healthcare, lighting, and consumer electronics. In 2014, Philips reported revenues of €21.39 billion from its 105,365 employees across more than 60 countries. Philips has undergone restructuring initiatives to address financial struggles and shift to a more technology-focused brand known for innovation in areas like lighting solutions, healthcare equipment, and male grooming products.
Philips
Philips started in 1891 in Eindhoven, Netherlands manufacturing carbon filament lamps. It faced competition in 1970-1995 from Japanese electronics companies, forcing it to close less profitable factories. To reduce costs, Philips began sharing R&D with other companies. A new branding campaign in the 1990s emphasized improving lives through technology solutions. Market research found consumers saw Philips as reliable and preferred simplicity. The rebranding focused on benefits of technology without complexity. This increased Philips' brand value to $10.9 billion in 2015.
Brand research philips
The document provides an overview of the Philips brand in India, including details about its product portfolio in healthcare, lighting, and consumer lifestyle segments, as well as discussing its objectives to improve the customer experience and brand distribution. It also examines Philips' competition in India, how it positions itself around sense and simplicity, and its communications strategies across various marketing channels both online and offline.
Philips presentation ppt
Founded in 1891 by Gerard Philips and his father Frederik Philips, Philips is a Dutch multinational conglomerate company headquartered in Amsterdam, Netherlands. Philips began by producing carbon-filament lamps and medical X-Ray tubes, and over time expanded into consumer electronics, healthcare, and lighting products. Today Philips has over 80,000 employees across 100 countries and focuses on consumer lifestyle products, lighting solutions, and healthcare technology. Philips aims to improve people's lives through meaningful innovation and make the world healthier and more sustainable through their products and services.
Recommended
Philips Case Study
Philips' mission is to improve lives through innovation and global partnerships that benefit underprivileged communities worldwide. Its vision is to build knowledge and drive social innovation through collaboration to support positive social change. Philips operates in personal care, consumer electronics, medical systems, and lighting and has invested in technology for over 100 years, selling over 35,000 products in 100 countries and languages. To simplify its brand and address consumer preferences for ease of use, Philips rebranded with the slogan "Sense and Simplicity".
Philips - case study , sameer mathur sir.pptx
This document summarizes Philips' branding and marketing strategies. It discusses Philips' target markets in three categories and wide range of products advertised innovatively. It analyzes competitors and Philips' focus on POPs like price, variety, quality and PODs like innovation, R&D. Philips gains through perceptual maps, market research, branding campaigns and innovative ads. The document questions if Philips' tagline "sense and simplicity" is a good strategy or risk and how Philips can strategize to compete with Japanese electronics companies if not ready. It provides a summary of Philips covering target markets, sectors served, branding trends, product range, competitor analysis, positioning maps and ads.
Philips Brand Positioning
This presentation is about how Philips has positioned itself. Evaluating their 'sense and simplicity' strategy.
A mini case study - Philips
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.
Philips case study
Royal Philips Electronics is a Dutch multinational conglomerate founded in 1891. Headquartered in Amsterdam, Philips has diversified operations in healthcare, lighting, and consumer electronics. In 2014, Philips reported revenues of €21.39 billion from its 105,365 employees across more than 60 countries. Philips has undergone restructuring initiatives to address financial struggles and shift to a more technology-focused brand known for innovation in areas like lighting solutions, healthcare equipment, and male grooming products.
Philips
Philips started in 1891 in Eindhoven, Netherlands manufacturing carbon filament lamps. It faced competition in 1970-1995 from Japanese electronics companies, forcing it to close less profitable factories. To reduce costs, Philips began sharing R&D with other companies. A new branding campaign in the 1990s emphasized improving lives through technology solutions. Market research found consumers saw Philips as reliable and preferred simplicity. The rebranding focused on benefits of technology without complexity. This increased Philips' brand value to $10.9 billion in 2015.
Brand research philips
The document provides an overview of the Philips brand in India, including details about its product portfolio in healthcare, lighting, and consumer lifestyle segments, as well as discussing its objectives to improve the customer experience and brand distribution. It also examines Philips' competition in India, how it positions itself around sense and simplicity, and its communications strategies across various marketing channels both online and offline.
Philips presentation ppt
Founded in 1891 by Gerard Philips and his father Frederik Philips, Philips is a Dutch multinational conglomerate company headquartered in Amsterdam, Netherlands. Philips began by producing carbon-filament lamps and medical X-Ray tubes, and over time expanded into consumer electronics, healthcare, and lighting products. Today Philips has over 80,000 employees across 100 countries and focuses on consumer lifestyle products, lighting solutions, and healthcare technology. Philips aims to improve people's lives through meaningful innovation and make the world healthier and more sustainable through their products and services.
CBBE APPLE Presentation
Apple is known for its strong brand equity built on delivering high quality, user friendly products that provide status and pride to customers. Its brand pyramid is built on customer loyalty, attachment to the brand community, and engagement. Apple focuses on selling an overall lifestyle and experience with its products rather than just the products themselves. While customers are fiercely loyal to the brand, some criticize Apple's products as being too expensive given their quality and the costs of repairs. The brand's strategy involves centralized marketing, Apple-exclusive stores, media attention, education sales, varied products, and constant innovation to drive resonance with customers.
Phillips brand case study
Phillips brand case study, history of Phillips, Logo History, SWOT Analysis, Phillips marketing strategy, targeting audience, analysis of Philips brand
philips case study
Koninklijke Philips Electronics N.V. (Royal Philips Electronics) was founded in 1891 in the Netherlands and has grown to become a global leader in health technology, lighting and consumer electronics. It manufactures over 50,000 products across 100 countries and reported sales of $30.97 billion in 2019. Throughout its history, Philips has continually invested in new technologies and research and development. However, it now faces challenges from low-cost Japanese consumer electronics competitors. To address this, Philips launched a "Sense and Simplicity" marketing strategy in 2004 focused on easy-to-use products, but risks consumer distrust if it does not address electronic waste responsibility.
Samsung STPD & 4 P's
Samsung is a South Korean multinational conglomerate company with operations in 217 countries. It employs around 240,000 employees. In India, Samsung has production plants for refrigerators, televisions, and washing machines. The document discusses Samsung's market share and top selling products in various appliance categories. It then provides more details on segmentation, targeting, positioning, the 4Ps of marketing, and competitors for refrigerators, air conditioners, washing machines, televisions, ultrabooks, and mobile phones.
SHARE - PHILIPS brand guideline
A short sharing about PHILIPS brand guideline
People who are interested are welcome to have a discussion with me.
Ppt on Philips
The document summarizes information about Philips, a company founded in 1891. It provides details about Philips' mission, vision, sectors, products, employees, and history of innovations. It also discusses challenges such as competition and a diverse product portfolio. Solutions proposed include consolidating plants and sharing R&D costs. A SWOT analysis is presented and two case study questions are answered regarding Philips' branding strategy and competing with Japanese manufacturers.
Philips- sense and simplicity
Anton & Gerard Philips started Philips & Co. in 1891 and introduced the PHILIPS logo. Philips is known for technological prowess and product innovation. In the 1990s, Philips rebranded itself with the mantra of "sense and simplicity" after market research revealed its core target group of well-educated, affluent decision makers aged 35-55 valued simplicity and efficiency. However, the tagline risks being ambiguous and potentially alienating younger, more tech-savvy customers. Philips also faced risks from Japanese manufacturers flooding the market with inexpensive consumer electronics.
Philips
Royal Philips Electronics is a Dutch diversified technology company founded in 1891. It has major divisions in consumer electronics, lighting, medical systems, and domestic appliances. Headquartered in Amsterdam, Philips has over 100,000 employees worldwide and operates in over 60 countries. It generates revenue of over €21 billion annually from products like home appliances, lighting, and medical equipment. Philips has undergone restructuring over the years to focus on innovation and build its brand in healthcare, lighting, and consumer products.
PHILIPS PPT
This document provides a summary of a presentation by Kaushlesh Pandey on generating leads for business expansion of Philips India Pvt Ltd, with a focus on modular switches and sockets. The objectives are to improve sales, study the market potential in Pune, generate leads, and increase awareness and business. The presentation includes background on Philips, its products, divisions, competitors like Anchor and Legrand, learnings from interacting with projects and retailers, and conclusions on the experience gained.
Foundations Of Business Strategy-Final Project-Philips
Philips Electronics is a Dutch multinational company that produces electronics, healthcare, and lighting products. It has three main divisions and is a global leader in healthcare, lighting, and lifestyle products. The document discusses Philips' vision of improving lives through innovation, its industry analysis noting high competition, and suggestions to improve its strategic position such as targeting aging populations for healthcare and focusing on the rising middle class in growth areas.
Brand project: Apple
This document summarizes the evolution and positioning of the Apple brand. It discusses the progression of Apple's logo from 1976 to 1998. It then examines how Apple's product positioning has evolved from focusing on physical attributes in the early 1980s to highlighting values by 2000. The document also analyzes Apple using the brand prism framework, identifying its personality, physique, culture, relationships, self-image, and essence. It positions Apple as an emotional brand that empowers users through technology.
Apple inc
Apple Inc. was founded in 1976 by Steve Jobs and Steve Wozniak. It produces personal computing products including desktops, notebooks, software, and services. Apple aims to continue innovating with groundbreaking products and expanding its retail stores globally. It uses market segmentation to target different consumer groups. Apple positions itself as a premium brand through superior design, customer support, and innovation. Its business strategy follows the 4Ps of marketing.
Apple Case Study Oral Presentation_WCJWMLYS
Apple should focus on a few premium products like the Apple Watch and Apple Pay, pursue strategic acquisitions of startups, and invest heavily in R&D to sustain long-term growth. Key recommendations include developing the Apple TV and Apple Car, using Apple Pay to grow services, and positioning the Apple Watch in wearable and luxury markets. Implementations would focus on sustaining innovation through new product introductions while avoiding diseconomies of scale.
One plus
OnePlus is a Chinese smartphone manufacturer known for its marketing strategy of relying heavily on digital platforms and influencer marketing rather than traditional advertising. The company builds loyalty through engaging content on platforms like Instagram, Twitter, Facebook, YouTube, and LinkedIn. Notable aspects of OnePlus's strategy include their initial invite-only system, hiring celebrities as ambassadors like Amitabh Bachchan and Robert Downey Jr., and partnering with influencers for product launches.
Apple case study
The document provides an overview of Apple Inc., including its company profile, main competitors, product sales mix, market share in tablets and smartphones, business model, SWOT analysis, and Porter's five forces analysis. It also outlines Apple's vision to allow people to be above systems and structures, its mission to bring innovative technology experiences to customers, and its values of differentiation, diversity, innovation, privacy, and education.
Tesco - The CRM Champion (Case Study)
Tesco launched a loyalty card scheme in 1995 to collect customer data and provide personalized services. Analyzing this data, Tesco classified customers and created tailored magazines and services. For example, special cards and shopping assistants were made for students and expectant mothers. This customer relationship management approach helped Tesco gain market share and retain customers, becoming the number 1 retailer in the UK by 1995.
Distribution Policy Apple
The document discusses Apple's product and corporate strategy, distribution channels, and conclusions/recommendations. It notes that Apple leverages its ability to develop software, hardware, and services for personal computers and portable devices. It also describes Apple's various distribution channels including flagship stores, online stores, and partnerships with select retailers. It analyzes the advantages and challenges of Apple's multichannel strategy. The document concludes that Apple may need to increasingly focus on services as the hardware market becomes less differentiated.
Apple Brand Audit
Apple has grown from a small business in 1976 to one of the most successful brands worldwide. Consumers perceive Apple as one of the best due to their innovative products, successful marketing, and ability to differentiate themselves. These attributes have led to strong brand equity for Apple. Apple is known for user-friendly, popular products and has a dominant position in consumer electronics. Their marketing strategies effectively create perceptions of Apple as a reputable brand. Through continued focus on these strengths, Apple's brand value will continue growing in the future.
Toyota mini case
Toyota mini case in Marketing Management Text book by Kotler.
It summarises Toyota's product strategy and product mix and answers a few questions
Philips_ IMC
Royal Philips Electronics is a diversified health and well-being company founded in 1891 and headquartered in the Netherlands. It employs over 118,000 people worldwide and has major divisions in consumer electronics, lighting, medical systems, and domestic appliances. Philips aims to be a global leader in health and well-being through meaningful and sustainable innovations that simplify people's lives. It uses research and design thinking to create easy to use products focused on consumer needs. Philips has a strong brand recognized for quality and strives to deliver on its "sense and simplicity" promise through user-centered innovation and technology integration.
Philips ppt.
Philips was founded in 1891 by Anton and Gerard Philips and started by manufacturing carbon filaments. Over the years it grew to become a global company. To represent the company globally and connect with people, Philips launched a new branding campaign called "Let's make things better". Philips conducted market research with over 1650 consumers and 180 companies to understand its market position and identify areas for growth. It then positioned itself in the market with the campaign "sense and simplicity" focusing on products designed for customers that are easy to experience and advanced. However, there is a risk of vagueness using this positioning as simplicity does not clearly refer to design or technology. To ward off competition from inexpensive Japanese electronics, Philips needs to
Philips
Philips was established in 1891 in the Netherlands and began as a manufacturer of carbon filament lamps. It has since grown into a global conglomerate with divisions in consumer electronics, lighting, medical systems, and personal care. While Philips faced threats from low-cost Japanese competitors, it was able to reduce costs through R&D partnerships and reposition its brand identity. Market research revealed consumers valued reliability and found manuals complicated, leading Philips to shift its brand mantra to "Sense and Simplicity" and design products around user benefits rather than technology. This repositioning helped Philips reconnect with customers and establish itself as a global innovation and technology leader focused on improving people's lives.
More Related Content
What's hot
CBBE APPLE Presentation
Apple is known for its strong brand equity built on delivering high quality, user friendly products that provide status and pride to customers. Its brand pyramid is built on customer loyalty, attachment to the brand community, and engagement. Apple focuses on selling an overall lifestyle and experience with its products rather than just the products themselves. While customers are fiercely loyal to the brand, some criticize Apple's products as being too expensive given their quality and the costs of repairs. The brand's strategy involves centralized marketing, Apple-exclusive stores, media attention, education sales, varied products, and constant innovation to drive resonance with customers.
Phillips brand case study
Phillips brand case study, history of Phillips, Logo History, SWOT Analysis, Phillips marketing strategy, targeting audience, analysis of Philips brand
philips case study
Koninklijke Philips Electronics N.V. (Royal Philips Electronics) was founded in 1891 in the Netherlands and has grown to become a global leader in health technology, lighting and consumer electronics. It manufactures over 50,000 products across 100 countries and reported sales of $30.97 billion in 2019. Throughout its history, Philips has continually invested in new technologies and research and development. However, it now faces challenges from low-cost Japanese consumer electronics competitors. To address this, Philips launched a "Sense and Simplicity" marketing strategy in 2004 focused on easy-to-use products, but risks consumer distrust if it does not address electronic waste responsibility.
Samsung STPD & 4 P's
Samsung is a South Korean multinational conglomerate company with operations in 217 countries. It employs around 240,000 employees. In India, Samsung has production plants for refrigerators, televisions, and washing machines. The document discusses Samsung's market share and top selling products in various appliance categories. It then provides more details on segmentation, targeting, positioning, the 4Ps of marketing, and competitors for refrigerators, air conditioners, washing machines, televisions, ultrabooks, and mobile phones.
SHARE - PHILIPS brand guideline
A short sharing about PHILIPS brand guideline
People who are interested are welcome to have a discussion with me.
Ppt on Philips
The document summarizes information about Philips, a company founded in 1891. It provides details about Philips' mission, vision, sectors, products, employees, and history of innovations. It also discusses challenges such as competition and a diverse product portfolio. Solutions proposed include consolidating plants and sharing R&D costs. A SWOT analysis is presented and two case study questions are answered regarding Philips' branding strategy and competing with Japanese manufacturers.
Philips- sense and simplicity
Anton & Gerard Philips started Philips & Co. in 1891 and introduced the PHILIPS logo. Philips is known for technological prowess and product innovation. In the 1990s, Philips rebranded itself with the mantra of "sense and simplicity" after market research revealed its core target group of well-educated, affluent decision makers aged 35-55 valued simplicity and efficiency. However, the tagline risks being ambiguous and potentially alienating younger, more tech-savvy customers. Philips also faced risks from Japanese manufacturers flooding the market with inexpensive consumer electronics.
Philips
Royal Philips Electronics is a Dutch diversified technology company founded in 1891. It has major divisions in consumer electronics, lighting, medical systems, and domestic appliances. Headquartered in Amsterdam, Philips has over 100,000 employees worldwide and operates in over 60 countries. It generates revenue of over €21 billion annually from products like home appliances, lighting, and medical equipment. Philips has undergone restructuring over the years to focus on innovation and build its brand in healthcare, lighting, and consumer products.
PHILIPS PPT
This document provides a summary of a presentation by Kaushlesh Pandey on generating leads for business expansion of Philips India Pvt Ltd, with a focus on modular switches and sockets. The objectives are to improve sales, study the market potential in Pune, generate leads, and increase awareness and business. The presentation includes background on Philips, its products, divisions, competitors like Anchor and Legrand, learnings from interacting with projects and retailers, and conclusions on the experience gained.
Foundations Of Business Strategy-Final Project-Philips
Philips Electronics is a Dutch multinational company that produces electronics, healthcare, and lighting products. It has three main divisions and is a global leader in healthcare, lighting, and lifestyle products. The document discusses Philips' vision of improving lives through innovation, its industry analysis noting high competition, and suggestions to improve its strategic position such as targeting aging populations for healthcare and focusing on the rising middle class in growth areas.
Brand project: Apple
This document summarizes the evolution and positioning of the Apple brand. It discusses the progression of Apple's logo from 1976 to 1998. It then examines how Apple's product positioning has evolved from focusing on physical attributes in the early 1980s to highlighting values by 2000. The document also analyzes Apple using the brand prism framework, identifying its personality, physique, culture, relationships, self-image, and essence. It positions Apple as an emotional brand that empowers users through technology.
Apple inc
Apple Inc. was founded in 1976 by Steve Jobs and Steve Wozniak. It produces personal computing products including desktops, notebooks, software, and services. Apple aims to continue innovating with groundbreaking products and expanding its retail stores globally. It uses market segmentation to target different consumer groups. Apple positions itself as a premium brand through superior design, customer support, and innovation. Its business strategy follows the 4Ps of marketing.
Apple Case Study Oral Presentation_WCJWMLYS
Apple should focus on a few premium products like the Apple Watch and Apple Pay, pursue strategic acquisitions of startups, and invest heavily in R&D to sustain long-term growth. Key recommendations include developing the Apple TV and Apple Car, using Apple Pay to grow services, and positioning the Apple Watch in wearable and luxury markets. Implementations would focus on sustaining innovation through new product introductions while avoiding diseconomies of scale.
One plus
OnePlus is a Chinese smartphone manufacturer known for its marketing strategy of relying heavily on digital platforms and influencer marketing rather than traditional advertising. The company builds loyalty through engaging content on platforms like Instagram, Twitter, Facebook, YouTube, and LinkedIn. Notable aspects of OnePlus's strategy include their initial invite-only system, hiring celebrities as ambassadors like Amitabh Bachchan and Robert Downey Jr., and partnering with influencers for product launches.
Apple case study
The document provides an overview of Apple Inc., including its company profile, main competitors, product sales mix, market share in tablets and smartphones, business model, SWOT analysis, and Porter's five forces analysis. It also outlines Apple's vision to allow people to be above systems and structures, its mission to bring innovative technology experiences to customers, and its values of differentiation, diversity, innovation, privacy, and education.
Tesco - The CRM Champion (Case Study)
Tesco launched a loyalty card scheme in 1995 to collect customer data and provide personalized services. Analyzing this data, Tesco classified customers and created tailored magazines and services. For example, special cards and shopping assistants were made for students and expectant mothers. This customer relationship management approach helped Tesco gain market share and retain customers, becoming the number 1 retailer in the UK by 1995.
Distribution Policy Apple
The document discusses Apple's product and corporate strategy, distribution channels, and conclusions/recommendations. It notes that Apple leverages its ability to develop software, hardware, and services for personal computers and portable devices. It also describes Apple's various distribution channels including flagship stores, online stores, and partnerships with select retailers. It analyzes the advantages and challenges of Apple's multichannel strategy. The document concludes that Apple may need to increasingly focus on services as the hardware market becomes less differentiated.
Apple Brand Audit
Apple has grown from a small business in 1976 to one of the most successful brands worldwide. Consumers perceive Apple as one of the best due to their innovative products, successful marketing, and ability to differentiate themselves. These attributes have led to strong brand equity for Apple. Apple is known for user-friendly, popular products and has a dominant position in consumer electronics. Their marketing strategies effectively create perceptions of Apple as a reputable brand. Through continued focus on these strengths, Apple's brand value will continue growing in the future.
Toyota mini case
Toyota mini case in Marketing Management Text book by Kotler.
It summarises Toyota's product strategy and product mix and answers a few questions
Philips_ IMC
Royal Philips Electronics is a diversified health and well-being company founded in 1891 and headquartered in the Netherlands. It employs over 118,000 people worldwide and has major divisions in consumer electronics, lighting, medical systems, and domestic appliances. Philips aims to be a global leader in health and well-being through meaningful and sustainable innovations that simplify people's lives. It uses research and design thinking to create easy to use products focused on consumer needs. Philips has a strong brand recognized for quality and strives to deliver on its "sense and simplicity" promise through user-centered innovation and technology integration.
What's hot (20)
Foundations Of Business Strategy-Final Project-Philips
Foundations Of Business Strategy-Final Project-Philips
Similar to PHILIPS CASE STUDY
Philips ppt.
Philips was founded in 1891 by Anton and Gerard Philips and started by manufacturing carbon filaments. Over the years it grew to become a global company. To represent the company globally and connect with people, Philips launched a new branding campaign called "Let's make things better". Philips conducted market research with over 1650 consumers and 180 companies to understand its market position and identify areas for growth. It then positioned itself in the market with the campaign "sense and simplicity" focusing on products designed for customers that are easy to experience and advanced. However, there is a risk of vagueness using this positioning as simplicity does not clearly refer to design or technology. To ward off competition from inexpensive Japanese electronics, Philips needs to
Philips
Philips was established in 1891 in the Netherlands and began as a manufacturer of carbon filament lamps. It has since grown into a global conglomerate with divisions in consumer electronics, lighting, medical systems, and personal care. While Philips faced threats from low-cost Japanese competitors, it was able to reduce costs through R&D partnerships and reposition its brand identity. Market research revealed consumers valued reliability and found manuals complicated, leading Philips to shift its brand mantra to "Sense and Simplicity" and design products around user benefits rather than technology. This repositioning helped Philips reconnect with customers and establish itself as a global innovation and technology leader focused on improving people's lives.
Viola
Preshita Rahte provides a summary of Philips' history and brand positioning. Philips was founded in 1891 by Anton and Gerard Philips and grew to become a billion dollar, largest electronics company by 2014. Its brand position is "technology improving people's lives." However, setting a global brand and understanding customer wants posed challenges. Japanese competitors providing inexpensive electronics also gave tough competition, forcing Philips to shut factories and diversify products. Philips addressed this through innovative new products, targeting high-end customers, expanding product lines, and creative campaigns connecting products to improving people's lives through meaningful innovations.
Philips
Philips was established in 1891 and began by manufacturing carbon filament lamps. It has since expanded into lighting, healthcare, and consumer lifestyle products. The company has faced increasing competition from lower-cost Japanese electronics manufacturers. In response, Philips has re-branded itself with a new slogan and logo to differentiate its products while maintaining its focus on innovation and improving people's lives.
Brand Management of Philips Lighting
The project consists the following aspects of Philips Lighting:
1.Marketing Mix, 2.STP Analysis, 3.Positioning, 4.Points of Parity and Points of Difference, 5.Brand Mantra, 6.Competitors and Distribution, 7.Branding and Communication- TV, Youtube, Social Media- Facebook, Twitter, 8.Current Position of the Brand, 9.Way Forward
Retaining and Increasing Brand Loyalty and Reputation
This document discusses strategies for retaining and increasing brand loyalty and reputation for Philips Consumer Lifestyle. It outlines measuring brand loyalty through metrics like Net Promoter Score, focusing on delivering great customer experiences, safeguarding the brand, and converting detractors into promoters. It also discusses collaborating across marketing and consumer care to develop consumer-centric strategies and service approaches. Key areas of focus include understanding local consumer needs, maintaining a consistent consumer experience across channels, and using customer feedback to continuously improve products and services.
Philips marketing management case study
Youtube link:- https://www.youtube.com/watch?v=o85ohQT_HfY
It is a presentation based on the marketing excellence of Marketing Mangement, Philip Kotler and Keller under an internship by Prof. Sameer Mathur, IIM Lucknow.
Case study on philips by Mudasir ali
About Philips,problems faced by Philips and communication strategies used by Philips to position their brand ,,,,,,and recommendations
[Young marketers elite 2] Assignment 10.1Brand innovation - Oanh Ngọc Hà
- Brand innovation refers to new products, services, experiences, and processes that leverage and extend a brand's value in order to exploit changes and create new opportunities.
- There are three levels of brand innovation: refresh, compete, and breakthrough. Brand innovation is important for stretching the brand, developing its unique selling proposition, discovering new opportunities and trends, and enhancing consumer loyalty.
- Successful brand innovations leverage the brand's strengths, create coherence, develop an innovation culture, and focus on profitability, while failed innovations lose focus on the brand, lack consistency, become irrelevant, or are out of touch with consumers.
Case of Apple following the Marketing lecture
Certainly! Here’s a 3000-character description of Apple's marketing strategy following a marketing lecture:
---
Apple Inc., renowned for its innovative products and strong brand, provides an exemplary case study in effective marketing strategies. Following the principles of a marketing lecture, Apple's approach can be dissected into several key components:
1. **Product Differentiation and Innovation**:
Apple consistently focuses on differentiating its products through innovative technology and design. The company's flagship products, such as the iPhone, iPad, and MacBook, stand out in the market due to their unique features, sleek designs, and cutting-edge technology. This differentiation is not just in hardware but also in the seamless integration of software and services, creating a comprehensive ecosystem that enhances user experience.
2. **Brand Loyalty and Perception**:
Apple has cultivated a strong brand loyalty among its customers. This loyalty is built on a foundation of consistent quality, reliable performance, and a premium brand image. Apple’s marketing emphasizes the lifestyle and identity associated with its products, which resonates deeply with consumers. The "Think Different" campaign and the minimalist design of Apple stores contribute to a perception of exclusivity and sophistication.
3. **Customer-Centric Approach**:
Apple's marketing strategy is highly customer-centric. The company prioritizes understanding its customers' needs and preferences, often creating products that customers didn’t even know they needed. This proactive approach is supported by extensive market research and feedback mechanisms. Apple also excels in customer service, ensuring a positive experience at every touchpoint, from purchasing to after-sales support.
4. **Integrated Marketing Communications (IMC)**:
Apple employs a cohesive IMC strategy, ensuring that all marketing channels convey a consistent message. This includes advertising, public relations, social media, and in-store experiences. The launch events for new products are meticulously planned and executed, generating immense media coverage and consumer excitement. Apple’s advertisements focus on simplicity and emotion, highlighting the product’s benefits rather than technical specifications.
5. **Strategic Pricing**:
Apple adopts a premium pricing strategy, reflecting the high value and quality of its products. This strategy reinforces the brand’s premium image and ensures high profit margins. Despite the higher prices, Apple products are perceived as worth the investment due to their superior performance, design, and integration with the Apple ecosystem.
6. **Distribution Channels**:
Apple controls its distribution channels tightly to maintain the quality of the customer experience. Products are sold through Apple’s own retail stores, online store, and authorized resellers. The retail stores are not just points of sale but also brand ambassadors, offering a space.
Philips
Philips first created its logo featuring waves and stars in 1926, which was later enclosed in a shield with a circle and word mark in 1930 to create a unique trademark. Over the decades, Philips manufactured over 50,000 products across 100 countries with more than 165,000 patents, though it faced competition in the 1970s-1990s from Japanese electronics companies. To adapt, Philips closed less profitable factories and business units unrelated to its core work. It later rebranded to "Sense and Simplicity" after consumer research found people valued simple, efficient technology without complexity. This rebranding focused on consumer-oriented, easy to use, and advanced products and was successful, with a 5% growth in total brand
Philips- crafting brand positioning
Founded in 1891 in Eindhoven, Netherlands by Gerard and Frederik Philips to manufacture incandescent lamps, Philips has grown into a huge success with Gerard's brother Anton joining in 1895. Philips strives to improve lives through meaningful innovation, with a goal to benefit 3 billion people annually by 2025 through healthier, more sustainable products and solutions. As an innovative company, Philips follows a rigorous process to create new products that meet local needs, filing 1,690 patents in 2021 and generating EUR 286 million in IP royalties.
Philips
Philips first created its logo featuring waves and stars in 1926, which was later enclosed in a shield with a circle and word mark in 1930 to create a unique trademark. Philips manufactures over 50,000 products across 100 countries, having been granted over 165,000 patents. In the 1970s and 1980s, Philips faced competition from Japanese electronics companies and had to close less profitable factories. It later rebranded with the slogan "Let's make things better" but realized this did not convey the quality of its products. After consumer research, Philips rebranded as "Sense and Simplicity" to emphasize ease of use over technology. This rebranding has led to 5% growth in Philips'
Crafting the brand positioning philips
Philips crafted its brand positioning through designing its product offerings and image. Its product line includes Consumer Lifestyle, Healthcare, and Lighting. Philips evolved its brand logo over time and used brand mantras such as "Let's make things better" (1995) and "Sense and simplicity" (2006). It aimed to differentiate itself from Japanese competitors like Panasonic by having a decentralized strategy, high innovation, and adapting products to local markets.
Philips-Sense and Simplicity
Philips was founded in 1891 in Eindhoven, Netherlands by Gerard Philips and Anton Philips. The logo features stars representing the evening sky through which radio waves travel, and waves representing radio waves. Philips rebranded itself with the mantra of "sense and simplicity" meaning advanced technology that is easy to use and designed around consumers. Market research with over 1,650 consumers and 180 companies revealed the core target group values simplicity and efficiency. To compete with low-cost Japanese manufacturers, Philips' strategy was to increase production through large automated plants, connect emotionally with people through cultural branding, and communicate globally through relevant advertisement content.
Philips-Mini Case
Anton and Gerard Philips started Philips & Co in 1891 manufacturing carbon filament lamps, which evolved into a global company leading in various fields including medical diagnostics imaging, lighting solutions and lifestyle solutions in 100+ countries. Facing competition from low-cost Japanese electronics, Philips conducted a market study identifying educated consumers valuing simplicity. Philips adopted the "Sense and Simplicity" strategy designing products around consumers needs simply and hiding complexity. This proved successful but risks included appearing less advanced and unclear simplicity in design vs usage. To compete, Philips must eliminate Japanese manufacturers' low-cost advantage by developing inexpensive, high-quality innovative products through R&D investment.
Philips - Case Study
Royal Philips Electronics was established in 1891 in Eindhoven, Netherlands. In the 1950-1995 period, Philips faced competition from Japanese electronics companies and its branding did not effectively convey its focus on design excellence. To address this, Philips conducted market research involving over 26,000 consumers and 1650 companies. The research found that consumers saw Philips as reliable but did not understand its technological focus. Philips then launched a new branding campaign focusing on the benefits of its technology without explaining the details, positioning itself as simple yet innovative. This successfully increased Philips' brand value to $10.264 billion by 2014.
Marketing Excellence Philips
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.
Apple Case Study
Apple Inc. is a multinational technology company that designs, develops, and sells consumer electronics, computer software, and online services. Founded in 1976, Apple struggled in the 1980s and 1990s but saw a resurgence under Steve Jobs' leadership starting in 1997. Jobs focused on designing products centered around user experience through an empathic design process. This helped Apple differentiate itself from competitors and achieve significant growth, making it one of the most valuable companies in the world today.
Whi how a_brand_promise_drives_change_in_a_multinat_organisation
Philips conducted market research that showed its products had become too complex for most users. To address this, Philips launched a brand repositioning strategy called "sense and simplicity" to make products and communications easy to understand. Philips developed new products like Senseo coffee machines that are stylish, simple to use, and deliver high-quality coffee. Philips also applied "sense and simplicity" across its organization to ensure all processes and communications are also easy to understand. Market research showed the strategy has been successful, as Philips has achieved sales milestones and created well-received products that embody the new brand promise of "sense and simplicity".
Similar to PHILIPS CASE STUDY (20)
Retaining and Increasing Brand Loyalty and Reputation
Retaining and Increasing Brand Loyalty and Reputation
[Young marketers elite 2] Assignment 10.1Brand innovation - Oanh Ngọc Hà
[Young marketers elite 2] Assignment 10.1Brand innovation - Oanh Ngọc Hà
Whi how a_brand_promise_drives_change_in_a_multinat_organisation
Whi how a_brand_promise_drives_change_in_a_multinat_organisation
Recently uploaded
Top 10 Free Accounting and Bookkeeping Apps for Small Businesses
Maintaining a proper record of your money is important for any business whether it is small or large. It helps you stay one step ahead in the financial race and be aware of your earnings and any tax obligations.
However, managing finances without an entire accounting staff can be challenging for small businesses.
Accounting apps can help with that! They resemble your private money manager.
They organize all of your transactions automatically as soon as you link them to your corporate bank account. Additionally, they are compatible with your phone, allowing you to monitor your finances from anywhere. Cool, right?
Thus, we’ll be looking at several fantastic accounting apps in this blog that will help you develop your business and save time.
2024-6-01-IMPACTSilver-Corp-Presentation.pdf
IMPACT Silver is a pure silver zinc producer with over $260 million in revenue since 2008 and a large 100% owned 210km Mexico land package - 2024 catalysts includes new 14% grade zinc Plomosas mine and 20,000m of fully funded exploration drilling.
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
9356872877Sattamatka.satta.matka.satta matka.kalyan weekly chart.kalyan chart.kalyan jodi chart.kalyan penal chart.kalyan today.kalyan open.fix satta.fix fix fix Satta matka nambar.Best Forex Brokers Comparison in INDIA 2024
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
Top mailing list providers in the USA.pptx
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
How to Start Up a Company: A Step-by-Step Guide Starting a company is an exciting adventure that combines creativity, strategy, and hard work. It can seem overwhelming at first, but with the right guidance, anyone can transform a great idea into a successful business. Let's dive into how to start up a company, from the initial spark of an idea to securing funding and launching your startup.
Introduction
Have you ever dreamed of turning your innovative idea into a thriving business? Starting a company involves numerous steps and decisions, but don't worry—we're here to help. Whether you're exploring how to start a startup company or wondering how to start up a small business, this guide will walk you through the process, step by step.
The Steadfast and Reliable Bull: Taurus Zodiac Sign
Explore the steadfast and reliable nature of the Taurus Zodiac Sign. Discover the personality traits, key dates, and horoscope insights that define the determined and practical Taurus, and learn how their grounded nature makes them the anchor of the zodiac.
How MJ Global Leads the Packaging Industry.pdf
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
Best practices for project execution and delivery
A select set of project management best practices to keep your project on-track, on-cost and aligned to scope. Many firms have don't have the necessary skills, diligence, methods and oversight of their projects; this leads to slippage, higher costs and longer timeframes. Often firms have a history of projects that simply failed to move the needle. These best practices will help your firm avoid these pitfalls but they require fortitude to apply.
The Most Inspiring Entrepreneurs to Follow in 2024.pdf
In a world where the potential of youth innovation remains vastly untouched, there emerges a guiding light in the form of Norm Goldstein, the Founder and CEO of EduNetwork Partners. His dedication to this cause has earned him recognition as a Congressional Leadership Award recipient.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart➒➌➎➏➑➐➋➑➐➐Dpboss Matka Guessing Satta Matka Kalyan Chart Indian Matka
SATTA MATKA SATTA FAST RESULT KALYAN TOP MATKA RESULT KALYAN SATTA MATKA FAST RESULT MILAN RATAN RAJDHANI MAIN BAZAR MATKA FAST TIPS RESULT MATKA CHART JODI CHART PANEL CHART FREE FIX GAME SATTAMATKA ! MATKA MOBI SATTA 143 spboss.in TOP NO1 RESULT FULL RATE MATKA ONLINE GAME PLAY BY APP SPBOSS一比一原版新西兰奥塔哥大学毕业证（otago毕业证）如何办理
一模一样【微信：A575476】【新西兰奥塔哥大学毕业证（otago毕业证）成绩单Offer】【微信：A575476】（留信学历认证永久存档查询）采用学校原版纸张、特殊工艺完全按照原版一比一制作（包括：隐形水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠，文字图案浮雕，激光镭射，紫外荧光，温感，复印防伪）行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备，十五年致力于帮助留学生解决难题，业务范围有加拿大、英国、澳洲、韩国、美国、新加坡，新西兰等学历材料，包您满意。
【业务选择办理准则】
一、工作未确定，回国需先给父母、亲戚朋友看下文凭的情况，办理一份就读学校的毕业证【微信：A575476】文凭即可
二、回国进私企、外企、自己做生意的情况，这些单位是不查询毕业证真伪的，而且国内没有渠道去查询国外文凭的真假，也不需要提供真实教育部认证。鉴于此，办理一份毕业证【微信：A575476】即可
三、进国企，银行，事业单位，考公务员等等，这些单位是必需要提供真实教育部认证的，办理教育部认证所需资料众多且烦琐，所有材料您都必须提供原件，我们凭借丰富的经验，快捷的绿色通道帮您快速整合材料，让您少走弯路。
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
→ 【关于价格问题（保证一手价格）
我们所定的价格是非常合理的，而且我们现在做得单子大多数都是代理和回头客户介绍的所以一般现在有新的单子 我给客户的都是第一手的代理价格，因为我想坦诚对待大家 不想跟大家在价格方面浪费时间
对于老客户或者被老客户介绍过来的朋友，我们都会适当给一些优惠。
选择实体注册公司办理，更放心，更安全！我们的承诺：可来公司面谈，可签订合同，会陪同客户一起到教育部认证窗口递交认证材料，客户在教育部官方认证查询网站查询到认证通过结果后付款，不成功不收费！
DearbornMusic-KatherineJasperFullSailUni
My powerpoint presentation for my Music Retail and Distribution class at Full Sail University
Innovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & InnovationOperational Excellence Consulting
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentationsProfiles of Iconic Fashion Personalities.pdf
The fashion industry is dynamic and ever-changing, continuously sculpted by trailblazing visionaries who challenge norms and redefine beauty. This document delves into the profiles of some of the most iconic fashion personalities whose impact has left a lasting impression on the industry. From timeless designers to modern-day influencers, each individual has uniquely woven their thread into the rich fabric of fashion history, contributing to its ongoing evolution.
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
“After being the most listed dog breed in the United States for 31
years in a row, the Labrador Retriever has dropped to second place
in the American Kennel Club's annual survey of the country's most
popular canines. The French Bulldog is the new top dog in the
United States as of 2022. The stylish puppy has ascended the
rankings in rapid time despite having health concerns and limited
color choices.”
Recently uploaded (20)
Top 10 Free Accounting and Bookkeeping Apps for Small Businesses
Top 10 Free Accounting and Bookkeeping Apps for Small Businesses
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
Dpboss Matka Guessing Satta Matta Matka Kalyan Chart Indian Matka
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
HOW TO START UP A COMPANY A STEP-BY-STEP GUIDE.pdf
The Steadfast and Reliable Bull: Taurus Zodiac Sign
The Steadfast and Reliable Bull: Taurus Zodiac Sign
The Most Inspiring Entrepreneurs to Follow in 2024.pdf
The Most Inspiring Entrepreneurs to Follow in 2024.pdf
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Satta Matka Dpboss Matka Guessing Kalyan Chart Indian Matka Kalyan panel Chart
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
Registered-Establishment-List-in-Uttarakhand-pdf.pdf
Innovation Management Frameworks: Your Guide to Creativity & Innovation
Innovation Management Frameworks: Your Guide to Creativity & Innovation
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
How are Lilac French Bulldogs Beauty Charming the World and Capturing Hearts....
PHILIPS CASE STUDY
- 2. HISTORY • Royal Philips Electronics established in 1891 • Founded by Anton and Gerard Philips. • Location: Eindhoven, Netherlands • First Product : Carbon Filament Lamps • Today : One of the biggest electronics company with 1,16,000 workforce and 50,000 products across 100 countries
- 3. PRODUCT DIVISION • Philips Lighting (€7.638 billion) • Philips Healthcare(€8.852 billion) • Philips Consumer Lifestyle(€5.823 billion) PIONEERS IN : • Radio • Audio Cassette • Video Cassette Recorder • Compact Disk And DVD
- 4. Improve the quality of people’s lives through timely introduction of meaningful innovations. Believe in the power of collaboration to support positive social change towards a healthier and more sustainable future for all. Delight customers and develop people.
- 5. WHAT IS BRAND POSITIONING? • Choosing frame of reference. • Identifying points of parity and difference. • Developing a brand mantra. STEPS:
- 6. JAPANESE COMPETITORS FRAME OF REFERENCE
- 7. POINTS OF PARITY AND DISPARITY A company needs to convey core values and superiority over competitors and product attributes. For Philips: • TECHNOLOGICAL PROWESS • INNOVATIVENESS • QUALITY • Ease of use
- 8. BRAND MANTRA…. SENSE AND SIMPLICITY • Product Designed around consumer. • Ease of use. • Advanced
- 9. CHANGES OVER THE YEARS: LOGO CHANGE BRAND REPOSTIONING WHY?
- 10. MARKET ANALYSIS • To identify and test new routes for moving brand forward. • To better understand current market position. Findings: • Brand reliable. • NO want for complex products with complicated manuals. • Ease of use required.
- 11. WHY EASE OF USE? NO UNDERSTANDING OF TECHNOLOGY = FRUSTRATION
- 12. THEN…. Philips found: • Core Target Group • Right Value Proposition • Apt Positioning BRAND REPOSITIONING WITH NEW CAMPAIGN:
- 13. After new branding, the company’s total brand value gained 5% growth in Interbrand’s annual ranking.
- 16. PRINT ADS FROM SENSE AND SIMPLICITY CAMPAIGN (ECO FRIENDLY and EFFICIENT PRODUCT)
- 18. Risks Philips faces in using the tagline “Sense and Simplicity.” • Tagline needs to be more clear. Simplicity in what? Design? Or Use? • Comprising the product innovation and development for making products simple. • Confusion in leverage of technology and PODs in marketing promotions just to attain simplicity.
- 19. Strategies that Philips should follow to ward off competition from Japanese manufacturers of consumer electronics: • Investment in R&D to develop new better products. • Increasing the efficiency of manufacturing to produce products at less cost. • Promoting unique PODs and POPs through holistic marketing communication and advertising.
- 20. Summary: How to craft Brand Positioning? How did PHILIPS did it? Identify the value proposition and frame of reference Define PODs and POPs. Develop Brand Mantra Followed market study to find right value offering. By getting a clear competition idea. Promoted itself as Technologically superior Easy to use Reliable and convenient Sense and Simplicity With focus on Developing customer based product offering, ease of experience and advance technology.
- 21. Disclaimer • Created by OMKAR OMBALE ,RIT SANGLI during a marketing internship under the guidance of Prof. SAMEER MATHUR