The document discusses crafting an effective brand positioning strategy. It provides Philips as an example, noting that Philips positions itself as a leader in medical imaging, patient monitoring, energy solutions, and lifestyle products. It also emphasizes that no company can succeed if its products are indistinguishable from competitors. The document then analyzes Philips' "Sense and Simplicity" brand mantra, noting potential risks if the positioning is too vague or promises simplicity at the cost of technological advancement. It suggests strategies like automating manufacturing, investing in R&D, and emphasizing competitors' weaknesses for Philips to defend against Japanese electronics manufacturers.

1. N O C O M P A N Y C A N
W I N I F I T ’ S
P R O D U C T S
R E S E M B L E E V E R Y
O T H E R P R O D U C T
A N D O F F E R I N G

2. CRAFTING THE BRAND POSITIONING
By – TEJAS GATTANI
Indian Institute of Technology

3. MARKETING STRATEGY
Segmentation Targeting Positioning

4. POSITIONING
• Designing company’s offerings and image to occupy a distinctive place in minds of the
target market
• E.g. Philips is a market leader in:
– Medical diagnostic imaging
– Patient monitoring systems
– Energy efficient lightning solutions
– Personal lifestyle solutions

5. COMPETITIVE FRAME OF REFERENCE
• Identifying competitors
• Analyzing competitors
• E.g. Philips need to
identify and analyze
the Japanese
manufacturers

6. BRAND MANTRA

7. BRAND MANTRA
• Based on market research and customer needs
• Wanted to remove technology hassle and make
easy to access
• First to take action on basis of target audience
• Audience consisted of youth from 35-55 yrs.
• Required as for to develop global marketing
strategy

8. EVALUATE PHILIPS’ “SENSE AND
SIMPLICITY” STRATEGY. WHAT ARE
THE RISKS COMPANY FACES IN
USING THIS TAGLINE ?

9. REASONS
• Compromise on advancement in technology to make things simpler
• Give impression of less advanced electronics manufacturer because of simpler design
• Vague tagline as meaning is unclear:
– Simplicity in terms of design or use?
• Expectations differ from offerings

10. WHAT STRATEGIES CAN PHILIPS
FOLLOW TO WARD OF COMPETITION
FROM JAPANESE MANUFACTURERS
OF CONSUMER ELECTRONICS ?

11. REASONS
• Automating its manufacturing plants
• Investing in R&D to create low cost solutions
• Emphasizing on opponents POD’s

12. REFRENCES
• Google Images
• Marketing Management by Philip Kotler, Kevin Keller

13. THANK
YOU