Philips has undergone changes over the years to adapt to competition and focus on its core business. It closed less profitable factories and non-core units, and shared R&D expenses. While its "Let's Make Things Better" campaign was successful, Philips did not stop at one milestone and emphasized how technology can benefit people's lives without hassle. Through comprehensive market research and effective repositioning for its target market, Philips' new campaign aims to double its outreach by 2025.

2. What The Company is Today?

5. CHANGES IN PHILIPS LOGO
OVER THE YEARS

7. •Couldn’t create a global
outlookbefore the late
1990s.
•Tough competition from
Japanese electronics
companies.

8. To cut
•Less profitable factories
were shut down
•Units not related to core
business were closed
•R&D expenses were shared.

11. PHILIPS IS A BRAND THAT
DOES NOT STOPS AT ONE
MILESTONE
NOT SATISFED WITH THE SUCCESS
OF THE “LET’S MAKE THINGS
BETTER” CAMPAIGN

14. EMPHASIS WAS ON
IMPROVING PEOPLE’S
LIVES IN GENERAL
EMPHASIS IS ON BENEFITS OF
TECHNOLOGY WITHOUT THE
HASSLE

15. $10.264billion$ 4.4 billion

16. A COMPREHENSIVE MARKETING RESEARCH
IDENTIFYING THE CORE TARGET MARKET
EFFECTIVE REPOSITIONING ACCORDING
TO THE TARGET MARKET

18. ’

19. THROUGH THIS NEW CAMPAIGN
PHILIPS WILL LOOK TO DOUBLE ITS
OUTREACH BY 2025.

21. This presentation is created by Anurag Kumar, IIT Roorkee during a
marketing internship under the guidance of Prof. Sameer Mathur, IIM
Lucknow