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.
Hindustan Unilever Limited Marketing Strategies for rural and urban India for toothpaste, detergent and other markets. Comparison between already applied steps and possible steps.
Hindustan Unilever Limited Marketing Strategies for rural and urban India for toothpaste, detergent and other markets. Comparison between already applied steps and possible steps.
Crafting Brand Positioning.Philips case study.
This presentation was made during an internship under the guidance of prof.Sameer Mathur from IIM Lucknow.
In August 2000, P&G introduced one of its kind product Crest Whitestrips, readily available online and through dentist offices
P&G claims that the new products are 10 times more effective than the Colgate Tartar Control Whitening Within two years P&G captured more than 80% of the share market. Colgate made a come back in August 2002 with Simply White. Colgate’s USP was that it focused on convenience and lower price. One month after introduction Simply White captures half the market with Crest Whitestrips losing 50% of its market share.
Crafting Brand Positioning.Philips case study.
This presentation was made during an internship under the guidance of prof.Sameer Mathur from IIM Lucknow.
In August 2000, P&G introduced one of its kind product Crest Whitestrips, readily available online and through dentist offices
P&G claims that the new products are 10 times more effective than the Colgate Tartar Control Whitening Within two years P&G captured more than 80% of the share market. Colgate made a come back in August 2002 with Simply White. Colgate’s USP was that it focused on convenience and lower price. One month after introduction Simply White captures half the market with Crest Whitestrips losing 50% of its market share.
0601089 market analysis on oral health care products with respected toSupa Buoy
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Case Analysis " How Philips Nearly Went Bankrupt"khairul Bashar
Netherlands-based Royal Philips Electronics (Philips) is a leading global manufacturer and marketer of consumer electronic products. The company was adept at technological innovations but was largely unsuccessful in translating its technological prowess into marketing success.
The case details the reasons behind this shortcoming and gives an account of the various restructuring exercises undertaken by the successive Presidents of Philips to set things right at the company. The case discusses in length a major restructuring program called 'Towards One Philips'and describes how it aimed at finding a lasting solution to Philips ‘problems. An account of the company's new approach to strategy setting, called 'Strategic Conversations, ‘is also presented along with the rationale for such an approach. Finally, the case presents the benefits accrued to the company as a result of its restructuring exercises.
At the very beginning of the report, I try to find out the fault or the wrong steps Philips have taken so that from a leading company their business nearly went bankrupt. After that I have discussed the initiative that has been taken by Philips so that they can overcome the challenge from the case studies perspective I also suggest my view regarding their contingency plan and what could be doing more, finally, I have shared my learning and try to integrate that with our countries business perspective.
CASE STUDY ON PHILIPS WEB ENABLED LIGHTING INNOVATION TECHNOLOGY WITHSPECIFIC...VARUN KESAVAN
Koninklijke Philips N.V. (Royal Philips, commonly known as Philips) is a Dutch diversified technology company headquartered in Amsterdam with primary divisions focused in the areas of electronics, healthcare and lighting. It was founded in Eindhoven in 1891 by Gerard Philips and his father Frederik. It is one of the largest electronics companies in the world and employs around 105,000 people across more than 60 countries.[1] Philips is organized into three main divisions: Philips Consumer Lifestyle (formerly Philips Consumer Electronics and Philips Domestic Appliances and Personal Care), Philips Healthcare (formerly Philips Medical Systems) and Philips Lighting. As of 2012 Philips was the largest manufacturer of lighting in the world measured by applicable revenues.[2] In 2013, the company announced the sale of the bulk of its remaining consumer electronics operations to Japan's Funai Electric Co,[3] but in October 2013, the deal to Funai Electric Co was broken off and the consumer electronics operations remain under Philips.
Philips said it would seek damages for breach of contract in the $200-million sale.[4] Philips has a primary listing on the Euronext Amsterdam stock exchange and is a constituent of the AEX index. It has a secondary listing on the New York Stock Exchange.
Philips Mini Case review created during Marketing Internship by Prof. Sameer Mathur, IIM Lucknow. This presentation is based on Mini Case of Philips in Marketing Management book by Kotler and Keller.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
2. INDUSTRY ELECTRONICS
Founded Eindhoven, 15 May 1891
Founder Gerard Philips
Frederik Philips
Headquarters Amsterdam, Netherlands
Area served Worldwide
Key people Jeroen van der Veer(Chairman)
Frans van Houten (CEO)
Products Home appliances
Lighting
Medical equipment
Revenue €21.39 billion (2014)
Operating income €486 million (2014)
Profit €415 million (2014)
Total assets €28.35 billion (2014)
Total equity €10.86 billion (2014)
Number of employees 105,365 (2014)
Slogan "Innovation & You"
Website www.philips.com/global/
3. PHILIPS
sense and simplicity
DIVISIONS
Philips Consumer Electronics
Philips Lighting
Philips Medical Systems
Philips Domestic Appliances and Personal
Care
B2B
4. • Royal Philips Electronics of the
Netherlands is a diversified
health and well-being company.
• Headquartered ---Netherlands,
more than 186,000 employees in
more than 60 countries
worldwide.
• Market leader---cardiac care,
acute care and home healthcare,
energy efficient lighting
solutions and new lighting
applications,
• It is also right up there in
lifestyle products for personal
well-being and male shaving
and grooming as well as portable
entertainment and oral
healthcare.
Philips Headquarters in
Amsterdam, Netherlands
5.
6.
7. (1910 to 1940s)
Philips Metal Filament Lamp Factory Ltd. was
founded in Eindhoven in 1907.
That was followed in 1912 by the foundation of
Philips Lightbulb Factories Ltd.
In 1920s,Philips started to diversify its product
range.
In the 1920s, the company started to
manufacture other products, such as vacuum
tubes.
In 1939 they introduced their electric razor, the
Philishave.
In 1949, the company began selling television
sets.
Vacuum Tubes.
8. 1990 TO 2015
In may 1990 when company
posted losses of $2.6 billion,top
management launched a major
initiative known as”Operation
Centurion”.
In 1999,Philips embarked on a
worldwide marketing campaign
and changed their company’s
image to a technology-oriented
company rather than a market –
oriented one.
In 2001,Philips launched a
company wide restructuring
program called “Towards One
Philips’(TOP) under CEO
Gerard Kleisterlee to foster
greater co-operation.
The program helped not only in
lowering costs but also promoted a
spirit of collaboration.
In January 2011 Philips agreed
to acquire the assets of Preethi,
a leading India-based kitchen
appliances company.
In March 2012 Philips
announced its intention to sell,
or demerge its television
manufacturing operations
to TPV Technology.
April 2013, Philips announced a
collaboration with Paradox
Engineering for the realization
and implementation of a “pilot
project” on network-connected
street-lighting management
solutions. This project was
endorsed by the San Francisco
Public Utilities
Commission (SFPUC).
10. Philips began operations in India in 1930
with the establishment of Philips
Electrical Co. (India) Pvt Ltd in Kolkata .
In 1948, Philips started manufacturing
radios in Kolkata. In 1959, a second radio
factory was established near Pune.
In 1970 a new consumer electronics factory
began operations in Pimpri near Pune; the
factory was closed in 2006.
In 1996, the Philips Software Centre was
established in Bangalore, later renamed the
Philips Innovation Campus.
In 2008, Philips India entered the water
purifier market.
In 2014, Philip's was ranked 12th among
India's most trusted brands according to
the Brand Trust Report, a study conducted
by Trust Research Advisory.
PHILIPS INDIA OPERATIONS
11. REVENUE
• Globally,Philips derives 34 percent of its revenues from lighting ,in
India,the figure is 58 per cent.
• In Health care,the global contribution is 40 per cent.In India it is 18 per cent
• In Consumer lifestyle,the company gets 26 per cent of its overall
revenues,in India,it is 24 per cent.
• Totally the Indian unit closed the fiscal ended march 2012 with revenues of
Rs 5,579 crore,growing at a clip of about 23 per cent per annum.
12. PHILIPS
GROWTH OVER THE YEARS
1891 1912 1920 1939 1949 1963 1982 2000 2011 2015
ACQUIRED
THE ASSETS
OF PREETHI.-
INDIA BASED
KITCHEN
APPLIANCES
COMPANY
LAUNCHED COMPACT
DISC.
.
INTRODUCED
THEIR
ELECTRIC
LASER.
STARTED
MANUFACTURING
VACCUUM TUBES.
.
.
PHILIPS
WAS
FOUNDED. PHILIPS
LIGHTBULB
FACTORY
COMES
INTO
EXISTANCE.
PHILIPS
BEGAN
SELLING
TELEVISION
SETS.
INTRODUCED
THE
COMPACT
AUDIO
CASSETTE
TAPE
FOLLOWED
BY “RADIO
RECORDER”
FEW YEARS
LATER.
PHILIPS
BOUGHT
OPTIVA
CORPORATION
ACQUIRED
VOLCANO
CORPORATIO
N
13. Solutions
Philips embarked an improvement
program called BEST (Business
Excellent through Speed and
Teamwork).
Have several tools and approaches as a
part of BEST.
Some of them are:
• Philips Business Excellence Model
(PBE)
• Process Survey Tools(PST)
• Balanced Scorecard (BSC).
Problem
Philips was success since its inception,
but its faced poor financial
performance during the 1990s due to
several reason:
• Fall of market share.
• High Manufacturing Costs.
• Lack of competitive product price
• Growing competition and Rapid
changes in the external environment
17. STRATEGY OF PHILIPS
• In 1970-80 Philips acquired Magnavox, Signetics, Sylvania,&
Westinghouse
• In 1990 Philips carried out major restructuring program &
changed from localized production to global production
• Another important change was the appointment of Gerad
Kleisterlee as President & Chairman of the company
• Philips started to concentrate on its initial core activities
18. CONTD.
• Philips primary focus was now on product innovation
• To create brand awareness in European market Philips spent $100 million
on advertisement, sponsorship, movie tie-ins, reail promotion worldwide
• Apart from it Philips spent $600 million to buy Aegis Group’s Carat
International to create a consistent brand experience
• Philips also tried direct marketing and internet marketing to reach to its
consumers
19. CONTD.
• Philips started ‘Borderless Brand Management’ in 2004
• After 2005 Philips started focussing more on consumer with brand
promise of ‘sense and simplicity’
• As a part of TOP initiative, Philips also began a range of new
technology. One such technology is ‘Connected Home’
• At present Philips is planning to put digital at the core of its newly
merged consumer & healthcare business
22. HEALTHCARE
Supports hospitals and
diagnostic centre
medical equipments
providers for experience
of care
Anesthesia
Cardiology
Critical care
Home respiratory care
Radiology
PERSONAL
CARE
Market leader in male
grooming equipments
Personal care product is
introduce in Tier 1 &
Tier2 cities
Trimmers
Razors
Wet & Dry electric shaver
Steam Iron
Hair dryer & straightner
HEALTH CARE & PERSONAL CARE SOLUTIONS
25. Q:1 Use the standardization versus adaptation arguments to support Philips
strategies worldwide. What are some of its advantages of its new
standardization strategy?
26. Standardization and international uniformity has many advantages.
People can expect the same level of quality of any specific brand
anywhere around the world.
Standardization supports positive consumer perceptions of a product .If a
company enjoys strong brand identity and a strong reputation, choosing a
standardized approach might work to its benefit.
Positive word-of-mouth means an increase in sales around the globe.
It also includes cost reduction that gives economies of scale. Selling
large quantities of the same, non-adapted product and buying components
in bulk can reduce the cost-per-unit.
Other advantages related to economies of scale include improved
research and development, marketing operational costs, and lower costs
of investment.
Standardization is a reasonable strategy at a time where trade barriers are
coming down.
Following a standardized approach helps companies aim focus on a
uniformed marketing mix specifically focusing on one single product,
leaving enough room for quality improvement
27. Q:2 Offers suggestions to Philips regarding the strategies that it can use to create a
unified, resonant global brand?
28. Q:3 SOME MAY ARGUE THAT PHILIPS IS A PAN-EUROPEAN BRAND THAT IS TRYING TO
MAKE INROADS INTO THE US. CRITICALLY EVALUATE THIS STATEMENT?
Philips make $100 million dollar in advertising ,sponsorships movie tie-ins
and retail promotions worldwide to boost brand awareness. Philips
embarked its star campaign in an attempt to create a more human,
imaginative and seductive brand image. Using dynamic state of the arts
product, the Philips campaign was able to reach consumers on a very
personal manner, thus gaining their trust, loyalty and brand preference. The
campaign resonated very well with its target market, well educated
,independent and carefree consumers.
It has its five years sponsorship of the U.S. soccer Federation. This help
Philips to reach its young target and more female consumers. Philips thus
has 30 second air spots on ABC and ESPN during soccer broadcasts, as well
as presence on the stadium billboards, and logo visibility on all training kits
and Philips branded goal cameras are highly visible.