PHILIPS

I N N O V A T I O N F O R S I M P L I C I T Y

A CASE STUDY

WHERE IT ALL STARTED GERARD PHILIPS

ANTON FREDRIK PHILIPS

FRANS VAN

HOUTEN

FROM THE BEGINING

The brand was founded back in 1891 by Gerard

Philips and his father Fredrik,

Gerard was a cousin of Karl Marx.

Their first product was a light bulb then they started

making vacuum tubes in 1920 and the electric

razor in 1939.

On 11 March 1927, Philips went on the air with

shortwave radio station PCJJ (later PCJ) which

was joined in 1929 by sister station PHOHI.

WHAT PHILIPS IS Philips  is a subsidiary of Royal Philips of the

Netherlands, a leading health technology

company focused on improving people’s health

and enabling better outcomes across the health

continuum from healthy living and prevention, to

diagnosis, treatment and home care.

MISSIONVISION

Brand's

FUTURE PLANS THAT PLANS FUTURE

Improve the qualityof people’s lives

through technology-

enabled meaningful innovations

Make the world healthier and more

sustainable through

innovation.

MISSION VISION

CEO GERARD KLEISTERLEE INTRODUCED THE SENSE AND SIMPLICITY BRAND

MEDIA COVERAGES

INTRODUCES ENVIRONMENTALLY FRIENDLY GREEN LOGO

This new logo allows consumers to easily

identify products that have significantly better

energy efficiency than the nearest competitor

products in the same category

BECAUSE LOGO MATTERS

In the early years of the company, the representation of their name took many forms. Because the logo was the all that

people knew about the company

BRAND VALUE

12%

22%

20%

8.9%

Comparable sales up 12%; led by Lighting at 18%

22% growth in emerging markets

20% growth of equipment order intake at Healthcare

EBITA of EUR 504 million, or 8.9% of sales

BRAND POSITIONING

BRAND POSITIONING

Although Philips was respected for its commitment

to quality, the brand was seen as 'traditional'. This

was partly because Philips was an old company,

having been present in some markets for more

than 100 years

In 1995-96, in an attempt to rejuvenate the brand,

the company launched a global campaign called

'Let's make things better', which replaced the 26

different slogans used by Philips in different

markets.

BRAND MARKETING

ADVERTISMENT POLICY Their advertising policies were carrying a message of their campaigns such as ""Our

brand promise “sense and simplicity” encapsulates our commitment to intimately

understand the needs and aspirations of consumers""

SENSE AND SIMPLICITY It is the combination of two unique

capabilities that enables them to deliver on their “sense and simplicity” promise.

SWOT

Analysing the

SWOT STRENGTH

SWOT WEAKNESS

•Effective Communication •High research and development •Innovation •Loyal customer •Strong Brand Equity

•Weaker distribution network •Higher prices than the competitors like Japanese comapanies •The inability to get the product to the market first

SWOT OPPORTUNITY

SWOT THREAT

•Government Regulation •Green push •Increasing industrialization •More electrification •Higher demand for lightening

•Competition •Cheaper technologies •Economic slowdown •Lower cost competitors •Price wars

SUMMARYTHE CONCLUSION

Founding of the brand

Marketing Strategy

How they made it

Brand Positioning

SWOT

Thankyou for listening......

This presentation was made by Faizal Ansari, IIT Kanpur under the guidance of

Professor Sameer Mathur, IIM Lucknow,During a marketing internship.

DISCLAIMER