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Brand positioning of Philips

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How philips positioned is brand by innovation and through market research on the needs and wants of people.

Published in: Marketing
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Brand positioning of Philips

  1. 1. POSITIONING A BRAND WITH PHILIPS
  2. 2. PHILIPS • Founded by Anton and Gerard Philips • Started by manufacturing carbon filament lamps 2HELLO!
  3. 3. Since 1981, Started as a small scale lamp manufacturer. 3 Background.
  4. 4. “Philips is a consumer first, consumer driven, consumer centric, counsumer focused and consumer trusted company. 4
  5. 5. POSITIONING 5 Brand
  6. 6. HOW TO DETERMINE POSITIONING????? » Identifying target market and competition. » Identifying POP’s and POD’s. » Creating brand mantra to summerize the essence of the brand. 6
  7. 7. Between 1930 and 1995 Philips was hosting many campaigns and advertisement Everything went in different ways and direction. THE TIME WHEN PHILIPS WAS HAVING A TOUGH TIME Between 1970 and 1995 Competition grew more fierce. Lost his shares. Closed his all non core industries. 7
  8. 8. FIERCE COMPETITION THE LEVEL OF COMPETITION ESCALATED QUICKLY IN BETWEEN THE JAPANESE COMPANIES BRANDS LIKE LG ,SAMSUNG, PANASONIC etc. 8
  9. 9. A VISION OF MAKING LIVES EASIER WITH TECHNOLOGY EASY TO USE DESIGNED AROUNG COUNSUMERS HIGHLY ADVANCED AND FUTURISTC 9 TO JOIN TECHNOLOGY AND HUMAN LIVES BY INNOVATION
  10. 10. FOCUS MAJORLY ON R&D AND INNOVATION 10
  11. 11. WHERE BRAND POSITIONING HELPED THE “LET’S MAKE THINGS BETTER” CAMPAIGN 11
  12. 12. STRATEGIES » REBRANDING » REPOSITIONING » IDENTIFYNG THE DIFFERENCES AND SIMIARITIES » NEW BRAND MANTRA 12
  13. 13. SENSE AND SIMPLICITY THE EMPHASIS WAS TO » PROMOTE THE BENEFITS OF TECHNLOGY » PRODUCT DESIGNED FOR CUSTOMERS » HIGH TECH AND INNOVATE 13
  14. 14. FUTURE HEALTHCARELIFESTYLE LIGHTING 14
  15. 15. FEW COMPETITIVE STRATEGIES » HIGHLIGHTIG THE PRODUCT SUPERIORITY » CREATIVE PROMOTION FOR THE TARGET CONSUMERS » SHOULD UNITE USERS AND PROVIDE SERVICES WITH PRODUCTS AND AND ……… 15
  16. 16. 16NOW PHILIPS is a diversified health and well being company, focused on improving people's lives through meaningful innovation.
  17. 17. CURRRENTLY 17 • PRESENT 100 COUNTRIES • SUPPORT IN OVER 35 LANGUAGES • MANUFACTURE S ABOUT 50,000 DIFFERENT PRODUCTS
  18. 18. $30.97 BILLIONPHILIPS’s SALES IN THE 2014 YEAR 18
  19. 19. MISSION 19 PHILIPS ‘S ambition is to become a global leader in Health and well-being. Philips strive to make the world healthier and more sustainable through innovation
  20. 20. 20 RECAP THE STORY OF PHILIPS BRAND POSITIONING AIM AND VSION INNOVATION COMPETITIVE STRATEGIES FUTURE APPROACH
  21. 21. DISCLAMER 21 Created by Sarthak Rahate, VNIT Nagpur during a marketing internship by Prof Sameer Mathur, IIM Lucknow. (see www.IIMInternship.com) Prof. Sameer MathurSarthak Rahate

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