This document discusses Philips' strategy to focus on consumables by improving relationships with existing customers and finding new business partnerships. It proposes solutions like providing information, support, and incentives to retailers, distributors, and consumers. Examples are given of product lines like baby monitors, air fryers, and coolers that could be promoted to new customer groups. A flagship store concept is outlined to demonstrate products and provide experiences for customers. The goal is to maintain Philips' leadership position through strong customer relationships.

1. sensality
Solutions
for
Consumables
Stationsplein, Eindhoven sense, simplicity and solution 1
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2. 1. Introduction
For decades Philips has taken the lead in world wide distribution of electronics.
State-of-the-art producer of high-end products, unbeatable in quality, innovation
and design. Philips has always given the competition food for thought when it came
to launching a new item.
Disadvantage of being #1 is learning less and being a hands-on case study for #2
Nowadays there is no such thing as a really bad product. Quality is overall good,
idea’s are copied to the max. and present product ranges meet the demands of all
customers.
Philips got world’s best reputation, products, novelties, design and idea’s + almost
every other A-branch is willing to work with us to surely make ‘things better’.
The best products need to be represented by the best sales force, willing and able
to show the business and consumer market why this is what they need, always
wanted and cannot do without.
We need to focus on .......... sensality for consumables.
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3. 2. Where we are
Us Past Us Present
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Others Past Others Present
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4. 3. Where we go
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5. 4. Customers
People get wiser by the day, with one look on the internet they source, find and
compare every product of their choise. We don’t need to tell them about the features,
or where to push the button. They know that, every 15 year old wiz kid can tell you
everything you always wanted to know (and are afraid to ask!)
In times where people are money conscious, they think twice before buying. First they
want to be reasured the purchase made is the best money can buy. Will it be the best
deal? Will it make happy, younger, relaxed, cool or fit?
We need to tell them now. Because if we don’t, someone else will.
Philips values it’s consumers, for they are the people buying and using our products,
making our world go round, hopefully for many more year to come.
To reach these consumers we need to focus on the customers who are out there
selling our products for us. We deal with buyers, franchise, retail. Every group has
it’s specific needs and triggers to deal with ...
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6. 5. Questions
Customer Distribution (buyer)
• will I get the best package deal/bonus?
• are the products web-shop able?
• can I prevent shops buying from local dealers?
• will I get all back up/service I need?
Customer Retail (shop manager)
• will it bring more customers to my store?
• will I get all support/merchandise I need?
• will I get fast/free transport, handling, service?
• will I be given product or sales training/help?
Consumer (shopper)
• will I get best value for money?
• what will the product do for me ?
• how do I use the product, how does it work?
• do I need to buy extra’s (service, batteries, LED’s)?
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7. 6. Solutions
Thinking into solutions instead of boxes is a matter of preparation, and finding the
answer to the question.
Q.: what will you do for me if I decide to buy from you?
A.: we will give you all the tools to succeed in your sales!
People who sell our products need our help and support doing so. When we give
attention, assistance and feed back, they will we happy to team up and will be a
partner in mutual success for the future.
1. Advise: advantages, USP’s, information, market position, trends, service;
2. Listen: objections, questions, competition, price, expectations, experience;
3. Give: merchandise, marketing, sales support, involvement, trust;
4. Take: partnership, commitment, sales deals, future agreements.
Building a serious longterm relationship with our business partners is the solution
to growth mindset and sales increase. Philips has the no. 1. reputation to ask
for commitment and partnership in return.
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8. 7. Solutions existing business
Goal: keep our relations and enlarge business
How? inform, support, involve, enthusiast and opportunity's
The trend is quality, comfort and saving costs. Consumers are not spending money
on expensive eating out, beauty treatments, relaxing holidays. There is also aware-
ness of nature, energy price, rainforest etc. Philips can give excellent quality in the
comfort of their own home with value-for-money against a low purchase and energy
price. Consumers are aware of money saving when buying a home product as good
as a professional treatment. They just need to be informed of the return on investment.
1. Philips sales booth for information, trying, renting and buying products
2. Philips sales professional trained retail staff for information, calculation, sales
3. Philips sales point for buying/collecting products with membership voucher
(health) insurance, fitness centre, magazine, club)
4. Philips deal new or extra attention product with gift (box)
5. Philips support let retail know how important they are. Respect, support
and involve them in our business, and listen to what they are telling us.
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9. 8. Business case example
Babyfoon Airfryer Lumi Cooler
unique design non fat snacking perfect business gift
hear and see smoke, devider for meals hotel/restaurant item
insects, pets, intruders no pots and pan mess easy to give/transport
use on holiday, visits, for students and singles non plugging in
hotel, boat fun on holiday, party gift box + bottle wine
150m signal for gardens luxury kitchen design high end gift/life style
item ACHMEA webshop (web) shops
eating out at home
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10. 9. Solutions new business
Goal: source for new distribution and retail markets
How? inform, enthusiast , relate, respect, touch, give
New business relations have one question? ‘What’s in it for me?’ Answer is ‘Working
with the market leader will shine of on your own business and will (re)establish your
name’. Most important is how to get our products there.
Reassurance Philips is not a big, expensive, high-end company, but a partner helping
to get things right. Gaining trust by respecting questions and needs is evident.
1. Trust show who we are, what we do, how we work etc.
2. Need what are the needs? quality, comfort, design, volume, health, saving?
3. Inform listen to their needs and tell what we can do to support
4. Give offer the whole solution and answer all questions and remarks.
5. Sell respect the ‘trial order’ they have the right to test us! Then ...... Go big!
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11. 10. Business case example
New Retail Co-sellers Promotion
Douglas, ICI Paris XL, Memberships at health Use wellness resorts,
Rituals, DA, Etos, Dio, insurance companies, restaurants, hotels,
Hunkemöller, SHELL- ANWB, Zilveren Kruis, airports , holiday parcs
shops, live and gifts magazines, have web- for sales promotion.
stores, use the shop-in- shops and help bringing Visitors will be able to
shop formula with people to the store for see and use our pro-
succes. Sell separate or their membership gift ducts, be enthusiastic
as a package deal. or discount year pro- about it (and have the
Enlarge webshops duct opportunity to buy).
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12. 11. Flagship Store Philips
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13. 12. Flagship Store Philips
In the flagship store you can get a look & feel:
1. see, feel, touch and try all products
2. rent a product to use at home + discount voucher to buy
3. buy all products + get free gift
4. buy coffee, tea, olive oil, body crème etc. with your purchase
5. wrap up your gift in a gift box
6. see demonstrations of our products
7. get a coffee in our coffee shop and do a barista workshop
8. see our relax-at-home light shows
9. your kids see the latest DVD’s on big screen
10. your kids taste our non fat french fries and ice cream
11. and send your staff for a product or sales training day!
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14. nandaoudendijk@msn.com
+ 31 6 22 47 6858
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