1) Philips was founded in 1891 in Eindhoven, Netherlands by Anton and Gerard Philips initially manufacturing carbon filament lamps. 2) In the late 20th century, Philips faced tough competition from inexpensive Japanese consumer electronics but was focused on research and development. 3) Philips' mission was to "Improve the quality of people’s lives through timely introduction of meaningful innovations" and their vision was "In a world where complexity increasingly touches every aspects of our daily lives ,we will lead in bringing senses and simplicity to people."

1. PHILIPS

2. PHILIPS FOUNDERS
ANTON PHILIPS GERARD PHILIPS

3. BACKGROUND
1.FOUNDED IN 1891
2.LOCAL EINDHOVEN,
NETHERLANDS
3.MANUFACTURING
CARBON FILAMENT
LAMPS.

4. CONSUMER
DRIVEN
CONSUMER
CENTRIC
CONSUMER
FOCUSED
CONSUMER
TRUSTED
COMPANY

5. BRAND
POSITIONING
1.Identifying target
markets
And competition
2.Identying POP’S
and POD’S
3.Creating BRAND
MANTRA
to summarize essence
of the brand.

6. CUSTOMERS
PRODUCTS
EASY TO EXPERIENCE
ADVANCED
POINTS OF DIFFERENCE????

7. TOUGH COMPETITION
WITH JAPANESE
ELECTRONICS

8. Philips large automated EXPENSIVE plants helps
Japanese market to overtake with INEXPENSIVE
consumer electronics.
Why

9. FOCUSED MAJORLY ON RESEARCH
AND DEVELOPMENT AND
INNOVATIONS

11. MISSION
“Improve the quality of people’s
lives through timely introduction of
meaningful innovations.”
Vision
“In a world where complexity increasingly
touches every aspects of our daily lives ,we
will lead in bringing senses and simplicity
to people”
Values
Delight customers
Deliver great values
Develop people
Depend on each other
PHILIPS

12. COMMUNICATING BRAND POSITIOING
ENERGY SUPPLY

13. TVS ADVERTISEMENTS

14. NEW PRODUCT FOR DUSTFREE
ENVIRONMENT

15. Q1. Evaluate Philips
"sense and simplicity"
strategy. What are the
risks the company
faces in using the
tagline?

16. The strategy behind its very simple and clear:-
1.The product should do the job without
drawing attention to itself(easy experience)
2.Easy to use without reading manual and
understanding the technology(advanced)
3.Everything designed meets consumers need
and insight(designed for consumer)

17. Although the risk associated it with are also
huge, primarily
1) They would compromise on the advancement
in technology in order to make things simpler.
2)The tagline “sense and simplicity “ was also
unclear about simplicity in design or usage.

18. Q2. What strategies
can Philips follow to
ward off competition
from Japanese
manufactures of
consumers
electronics?

19. 1.Cutting out non-profit factories.
2.Closing products which were not directly related
to core business.
3.Sharing R&D expenses with AT&T and SIEMENS
AG and other large corporation.
4.Creating innovation products.
5.Creating campaign (Lets make things better).

21. DISCLAMER
Created by Harsh Agarwal FDDI Chennai during a
marketing internship by Prof. Sameer Mathur
IIM LUCKNOW