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

1. POSITIONING A BRAND
WITH PHILIPS

2. PHILIPS
• Founded by Anton and Gerard
Philips
• Started by manufacturing
carbon filament lamps
2HELLO!

3. Since 1981,
Started as a small scale lamp manufacturer.
3
Background.

4. “Philips is a consumer first,
consumer driven,
consumer centric,
counsumer focused and
consumer trusted company.
4

5. POSITIONING
5
Brand

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. 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. FIERCE COMPETITION
THE LEVEL OF COMPETITION ESCALATED QUICKLY
IN BETWEEN THE
JAPANESE COMPANIES
BRANDS LIKE LG ,SAMSUNG, PANASONIC etc.
8

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. FOCUS MAJORLY ON R&D AND
INNOVATION
10

11. WHERE BRAND POSITIONING HELPED
THE “LET’S MAKE THINGS BETTER”
CAMPAIGN
11

12. STRATEGIES
» REBRANDING
» REPOSITIONING
» IDENTIFYNG THE DIFFERENCES AND
SIMIARITIES
» NEW BRAND MANTRA
12

13. SENSE AND SIMPLICITY
THE EMPHASIS WAS TO
» PROMOTE THE BENEFITS OF TECHNLOGY
» PRODUCT DESIGNED FOR CUSTOMERS
» HIGH TECH AND INNOVATE
13

14. FUTURE
HEALTHCARELIFESTYLE LIGHTING
14

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. 16NOW
PHILIPS is a diversified health and
well being company, focused on
improving people's lives through
meaningful innovation.

17. CURRRENTLY 17
• PRESENT 100
COUNTRIES
• SUPPORT IN
OVER 35
LANGUAGES
• MANUFACTURE
S ABOUT 50,000
DIFFERENT
PRODUCTS

18. $30.97 BILLIONPHILIPS’s SALES IN THE 2014 YEAR
18

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
RECAP
THE STORY OF PHILIPS BRAND POSITIONING
AIM AND VSION INNOVATION
COMPETITIVE STRATEGIES FUTURE APPROACH

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