Philips- sense and simplicity

Presentation on Philips case study from Philip Kotler, Kevin Lane Kpotler 15th edition to give insights on Crafting the Brand Positioning

2. Anton & Gerard Philips started
Philips & Co. in 1891

4. PHILIPS logo Symbol
introduction

6. BRAND POSITIONING
Technological
Prowess
Product
Innovation
Philips is known for its

7. TECHNOLOGY INNOVATION
All introduced by Philips
&

8. BRAND MANTRA

9. BRAND
MANTRA
^sevse avd siuplicity_
What do we mean by this ?
advanced
easy to use
designed around you

10. Brand Mantra
Philips rebranded itself with this mantra ?

11. Market research study of 1,650 consumers &
180 companies, who were customers of Philips
around the world
Led to the discovery of
Philips’ Core Target Group

12. CORE TARGET GROUP
well educated
affluent decision makers
35 - 55
age
valued
simplicity &
efficiency

led to the campaign-
^sevse avd siuplicity_

13. with the
tagline
RISKS

14. Points-of-differences
may be unclear
younger ^tech-savvy_
customers may feel
alienated
Ambiguity in tagline
simple or not advanced?
sense- in which sense?

15. from
Japanese
Manufacturers

16. Flood market with inexpensive consumer
electronics

17. What’s the vext uove?
STRATEGY

18. Emotional branding
Large Automated Plants
increased production
Cultural Branding
Connect with people

19. Reinforcing Category Membership
Choosing specific
points-of-parity
points-of-difference
Perceptual Map

20. BRAND MANTRA RISKS
with the
tagline
from
Japanese
Manufacturers
RECAP

21. DISCLAIMER
Created by Harshit Gupta,
IIT Roorkee,
during marketing internship
by
Prof. Sameer Mathur,
IIM Lucknow