Philips

Philips

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  Anton & GerardPhilips started Philips & Co. in 1891
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  PHILIPS logo Symbol introduction
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  BRAND POSITIONING Technological Prowess Product Innovation Philips isknown for its
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  TECHNOLOGY INNOVATION All introducedby Philips &
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  BRAND MANTRA
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  BRAND MANTRA “sense and simplicity” Whatdo we mean by this ? advanced easy to use designed around you
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  Brand Mantra Philips rebrandeditself with this mantra ?
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  Market research studyof 1,650 consumers & 180 companies, who were customers of Philips around the world Led to the discovery of Philips’ Core Target Group
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  CORE TARGET GROUP well educated  affluent decision makers  35 - 55 age  valued simplicity & efficiency led to the campaign- “sense and simplicity”
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  with the tagline RISKS
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  Points-of-differences may be unclear younger“tech-savvy” customers may feel alienated Ambiguity in tagline simple or not advanced? sense- in which sense?
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  from Japanese Manufacturers
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  Flood market withinexpensive consumer electronics
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  What’s the nextmove? STRATEGY
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  Emotional branding Large AutomatedPlants increased production Cultural Branding Connect with people
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  Reinforcing Category Membership Choosingspecific points-of-parity points-of-difference Perceptual Map
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  BRAND MANTRA RISKS withthe tagline from Japanese Manufacturers RECAP
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  DISCLAIMER Created by DeepanshuGupta, IIT Roorkee, during marketing internship by Prof. Sameer Mathur, IIM Lucknow