This presentation is about how Philips has positioned itself. Evaluating their 'sense and simplicity' strategy.

2. Introduction
• Anton and Gerard Philips started Philips & co. in
1891.
• The company started from building carbon-filament
lamps.

3. MISSION
Improve the quality of people’s lives through technology-
enabled meaningful innovations.

4. VISION
Strive to make the world healthier and more sustainable
through innovation.

5. BRAND POSITIONING

6. The Branding of Philips
started when Anton
Philips created a logo for
the company by using
the initial letters of
Philips & Co.

7. Philips Marketing
• Between 1930 to 1995 all
advertising and marketing
campaigns were carried out at the
product level, on a local market
basis.

8. In 1995, Philips started ‘Let’s
make things better’
campaign that emphasized
improving people’s lives
through technological
solutions.

9. To identify the
perception consumers
had, Philips undertook a
market research study of
its customers.

10. The company’s core target group disliked
unnecessary hassle often created by new
technology and value simplicity and
efficiency in all fields.

11. Philips acted on people’s response by rebranding itself.
Let’s make
things better
Sense and
Simplicity
Emphasis is on
improving people’s lives
in general
Emphasis is on the benefit
of technologies without
the hassle

12. Points of Differences
• Products are
designed around
customers.
• Easy to experience.
• Advanced.

13. Points of Parity
• Develop health care
products
• Develop energy-
efficient lighting
solutions.
• Global market player.

14. Brand Mantra
• Simple
• Advanced
• Healthcare Products

15. Evaluate Philips’ “sense and simplicity” strategy and
discuss about the risks company faces in using this
tagline.
This tagline is based on marketing
insight they obtained from a market
research on their consumer segment.
Risks:
• Compromising advancement.
• Loosing segment who prefer less
expensive products.

16. Competitors of Philips

17. What strategies can Philips follow to ward off
competition from Japanese manufacturers of
consumer electronics?
• Designing Different products for high-end and low-end
customers.
• Design cost effective products.
• Efficient channeling will help Philips to reach more customers.
• Provide good customer services.
• Best quality products.

18. Now
• Philips projects itself as a leading health
care technology company.
• New tagline – ‘Innovation and You’
• Employs around 1,16,000 people across
the world.
• Manufactures more than 50,000
products across 100 countries.

19. Philips Advertisements

20. Summary
Introduction
Mission &
Vision
Brand
Positioning
Competition Philips Now

21. DISCLAIMER
• Created by Jay Hariyani, DA-IICT, During a Marketing Internship
by Prof. Sameer Mathur, IIM Lucknow.