Brand positioning of Philips and its casestudy

2. FOUNDERS
ANTON
FREDERIK
PHIPLIPS
GERARD
LEONARDO
PHILIPS
HEADQUARTERS-AMSTERDAM

3. LOGO
STARS REPRESENT
EVENING SKY WHERE
RADIO WAVES TRAVEL
WAVES REPRESENT
RADIO WAVES

5. HAS PHILIPS ACQUIRED A GOOD BRAND POSITION??
LETS SEE……..

6. Simplicity
Efficiency
POINTS OF DIFFERENCE

7. POINTS OF PARITY
Design excellence
Connects with people
Technical superiority

8. COMPETITIVE FRAME OF REFERENCE-JAPANESE COMPANIES

9. Campaign brought whole company together
Gave a unified company look

11. QUESTION 1
EVALUATE PHILIPS ‘SENSE AND SIMPLICITY’ STRATEGY.
WHAT ARE THE RISKS THE COMPANY FACES IN USING THIS
TAGLINE?
QUESTION 2
WHAT STRATEGIES CAN PHILIPS FOLLOW TO WARD OFF
COMPETITION FROM JAPANESE MANUFACTURERES OF CONSUMER
ELECTRONICS ?

12. 1.Reduced the hassle of understanding technology
QUESTION 1

13. 2.Preffered simple yet effective products.

14. 3.Three premises:
Products designed around the consumer;
Easy to experience;
They are advanced

15. Risks involved:
must be cost-efficient
should always be reliable
must be easy to use

16. 1.Develop large automated plants
2.Conduct campaigns after performing survey
and research on consumer demand patterns.
Question 2

17. 3. Provide offers and discounts

18. 4.Market effectively through advertisements,
internet and social media

19. SUMMARY

21. DISCLAIMER
CREATED BY PAYESVINI BABU,PSG COLLEGE OF
TECHNOLOGY ,DURING A MARKETING
INTERNSHIP BY PROF.SAMEER MATHUR,IIM
LUCKNOW