Philips

Philips presentation

1. Innovating the Way

2. Anton and G erard Philips started P hilips & Co. in 1891 in Eindhoven in the Netherlands

3. The first set of products that the company manufactured were carbon filament lamps

4. Branding of Philips started in 1926 when Anton Philips created a logo featuring waves and stars. In 1930 the waves and stars were enclosed in a shield including a circle and word mark to find a trademark unique to Philips.

5. What made it so successful?

6. Very well known for its technological prowess and ability to innovate. So far has had more than 165,000 granted patents including X-ray tubes, radios, pioneering shavers, very first audio and video cassettes.

7. Philips manufactures more than 50,000 products across 100 countries. Aims to improve people’s lives through its products.

8. How does it tackle competition?

9. Between 1970 and 1995,Philips faced tough competition from up-and-coming Japanese electronics companies which cut into its market share. Because of their large automated plants, they flooded the market with their inexpensive products

10. To survive, Philips had to close its less profitable factories and start creating larger and more effective units. The company also closed its business units in defence and home appliances that were not directly related to its core business.

11. Philips initiated a branding campaign “Lets make things better”, to become a global brand and champion the idea that technology will improve people’s lives.

12. The management however soon realised that the campaign did not convey the design excellence or technical superiority of its products.

13. Conducted a survey of more than 1,650 consumers and 180 companies to measure the brand equity and the direction in which it should head in the future.

14. Discovered that its target group consisted of consumers in the age group of 35-55 who disliked the unnecessary hassle of new technology and valued simplicity and efficiency in all fields.

15. And so rebranded itself. The new campaign was called “Sense and Simplicity”. The emphasis shifted to the benefits of technology without the hassle of understanding the technology.

16. The campaign was based on three premises Products should be consume r oriented They should be easy to experience They are advanced

17. The new brand positioning has been successful and in 2014 the company realized a 5 percent growth in total brand value.

18. RECAP .History .Branding .R eason for success .Tackling Competition .Rebranding

19. THANK YOU DANKE

20. Created by Mohammed Junaid Iqbal, VIT Vellore, during a marketing internship under Prof Sameer Mathur , IIM Lucknow. Sameer Mathur BuddingMarkets.com Indian Institute of Management, Lucknow.

21. Sameer Mathur BuddingMarkets.com Ph.D. and M.S. (Marketing) 2003 – 2009 Indian Institute of Management, Lucknow Created by Mohammed Junaid Iqbal, VIT Vellore, during a marketing internship under Prof Sameer Mathur , IIM Lucknow.