Phillips brand case study, history of Phillips, Logo History, SWOT Analysis, Phillips marketing strategy, targeting audience, analysis of Philips brand

1. PHILIPS
Marketing Strategy Case study
DIGITAL MARKETING
Submitted By: VISHAKA BOTHRA

2. Introduction
2
• Headquartered in Amsterdam, Phillips is a multinational company and is one of
the world’s largest electronics company and is currently focused in the area of
lightning and healthcare.
• Phillips was founded in the year 1891, by Gerard Phillips. Phillips currently
employees around 75,000 people spread across 100 countries.
• Market leader---cardiac care, acute care and home healthcare, energy efficient
lighting solutions and new lighting applications.
• Philips is organized into three main divisions: Personal Health (formerly Philips
Consumer Electronics and Philips Domestic Appliances and Personal Care),
Connected Care, and Diagnosis & Treatment (formerly Philips Medical Systems).

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Mission, Vision, Values
Mission: To improve people’s lives through meaningful innovation
Vision: At Philips, we strive to make the world healthier and more sustainable through innovation. Our goal is to
improve the lives of 3 billion people a year by 2025. We will be the best place to work for people who share our
passion. Together we will deliver superior value for our customers and shareholders.
Values: Delight customers, deliver great results, Develop people, Depend on each other

4. “
TAGLINE
Unlock the future with the power of light

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History
• Founded in 1891.
• The first product manufactured by it were the carbon
filaments.
• Manufactures more than 50,000 products. Currently
employs around 1,22,000 people.
• The company has aligned itself as a health and wellbeing
company.
• For years, the company has innovating and introducing
newer products into the market.

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Logo History
• 1938 — 1968
The original Philips logo was introduced in 1938 and featured a sleek golden crest with its bottom line rounded. Inside
the crest, there was a dark red circle with three horizontal wavy lines and four four-pointed stars — two in the upper
left part of the circle, and two in the bottom right one. Above the red part of the logo, there was a blue horizontally
stretched rectangular with a white wordmark located. The inscription in all capitals was executed in a narrowed yet bold
sans serif typeface, where tall letters looked neat yet confident and modern.

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1968 — 2008
The redesign of 1968 brought a new image to the brand, and the logo, which became
a predecessor of today’s one, was introduced. The bold blue wordmark in all capitals
of a strong yet simple sans-serif typeface was placed on a white background without
any additional and graphical elements. The typeface of the inscription was very close
to such fonts as Town 50 Chic Black and Dazzle Unicase Bold.
The 2013 emblem
The current version is the result of collaboration between the in-house designer team,
Interbrand, Ogilvy, and OneVoice. The slightly modified shield adopted a small bulge on
the top, while the star “rays” grew softer. Also, one wave was removed, and the shield
was filled with color.

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1. Huge investments in
R&D
2. Highly innovative
products
3. Effective
communication
4. Strong brand equity
5 .Copyright patents
1. Increasing
industrialization in
developing
countries. The
company can
capture markets of
such countries.
2. Higher demand for
more energy
efficient lighting
sources.
1. Competition
2. Exchange rate
fluctuations
3. Lower cost
competitors
Strengths Weakness
1. Higher priced
products
2. 2.Competitive
leadership
3. 3. Weaker
distribution
networks than
competitors
Opportunities Threats

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Philips Marketing Strategy
• Marketing Strategy of Philips analyses the brand with the marketing mix framework which covers the 4Ps
(Product, Price, Place, Promotion).
• There are several marketing strategies like product innovation, pricing approach, promotion planning etc.
• These business strategies, based on Philips marketing mix, help the brand succeed.
• Philips marketing strategy helps the brand/company to position itself competitively in the market and
achieve its business goals & objectives.

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Philips Product Strategy:
The product strategy and mix in Philips marketing strategy can be explained as follows:
Philips is one of the leading consumer electronics brands. Philips has three business divisions in its marketing mix
product portfolio. Each division of Philips has its own product line that caters to different target audience.
Philips Consumer Lifestyle division: Some of the product offering in this segment are
• Sound and vision: Philips TV, headphone, DVD player, home cinema sound etc.
• Personal care: Shavers, stylers and grooming kit, hair removal, electric toothbrush etc
• Mother and child care: bottle warmers and sterilizers, pumps and care etc.
• Household product: kettles, vacuum cleaners, air purifiers etc.
• Lighting: led bulbs, florescent tubes etc.
• PC products and phones: drives and storage, mobiles etc.
• Accessories: home entertainment accessories, cables etc
Philips Healthcare division: of the product offering in this segment are:
• Computed tomography, Clinical informatics, Diagnostic ECG, Hospital respiratory care etc.

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Targeting Audience
• The target market of Phillips is wide and it differs in age, culture, status, etc.
• With products ranging from home appliances to beauty appliances, medical instruments.
• Phillips targets consumers that are not conservative and are not skeptics.
• It targets the consumers that are willing to try new innovative products that Phillips comes up with.
• It mostly targets the younger generation who are more open to experimenting on new products and aims to
satisfy them with the brand promise that Phillips tries to fulfill.

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Resources
https://www.mbaskool.com/marketing-mix/products/17000-philips.html
https://www.marketing91.com/marketing-strategy-of-philips/
https://1000logos.net/philips-logo/
http://brandingsource.blogspot.com/2013/11/new-logo-philips.html

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Thankyou