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Philips Case Study
- 2. GERARD PHILIPS ANTONPHILIPS
- 3. MISSION Improve people’s liveswith innovations and global partnerships to the benefit of young and underprivileged people and communities around the world.
- 4. VISION To benefit fragileparts of society, build valuable new knowledge and networks, and drive social innovation with the power of collaboration to support positive social changes towards a healthier and more sustainable future for all.
- 5. INTRODUCTION MARKET DIVISIONS Personal Care Consumer Electronics MedicalSystems Philips Lighting
- 6. TECHNOLOGY Investing constantly innew innovative technology for over 100 years. SALES Offers product content and support in 100 countries over 35 languages. In 2014, it reported sales of $30.97 billion. MANUFACTURING More than 50000 products across 100 countries.
- 7. EVOLUTION OF LOGO Createdby Anton Philips using initial letters of Philips & Co.
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- 9. HOW TO DETERMINE POSITIONING?? Identifyingtarget market and competition. Identifying pop’s and pod’s. Creating a brand mantra as essence to the brand.
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- 11. INNOVATION Philips mainly focusedon innovating new technologies and R&D
- 12. BRAND POSITIONING OF PHILIPS “LETSMAKE THINGS BETTER” campaign emphasized in improving people’s lives through technological solutions.
- 13. MEASURING BRAND EQUITY MARKETRESEARCH To identify new routes for the brand moving forward. To understand current market position. RESULTS Consumers believed that they can rely on Philips products. People aged between 35-55 dislike hassle created by technology. They don’t want to read and understand complicated manuals.
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- 15. SENSE AND SIMPLICITY Philipsrebranded itself through a campaign called “Sense and Simplicity”.
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- 17. Q1. Evaluate Philips’“sense and simplicity” strategy. What are the risks the company faces in using this tagline? Philips’ sense and simplicity strategy is to make the products as simple as possible. It wanted to make technology hassle free and easy to access. RISKS: • It can make Philips as a brand of simpler products. • They can lag behind their competitors in advancing in technology. • Consumers may think the simpler the product the cheaper the brand.
- 18. Q2. What strategiescan Philips follow to ward off competition from Japanese manufacturers of consumer electronics? The main reason Japanese companies can compete with Philips is because of their low prices resulted form having automated plants. • If Philips also make use of automated manufacturing techniques it can be ahead of its competitors. • Providing manuals for technically advanced products in various languages and by ensuring that the consumer is understanding it in the same way company wants them to.
- 21. Created by VicharapuSai Nikesh, NIFFT Ranchi, during a marketing internship by Prof. Sameer Mathur, IIM Lucknow. DISCLAIMER