POSITIONING A BRAND WITH PHILIPS

POSITIONING A BRAND WITH PHILIPS

PHILIPSFounded by Anton and Gerard PhilipsStarted by manufacturing carbon filament lamps

2HELLO!

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

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

POSITIONING

5Brand

HOW TO DETERMINE POSITIONING????? Identifying target market and competition.Identifying POPs and PODs.Creating brand mantra to summerize the essence of the brand.

6

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 TIMEBetween 1970 and 1995

Competition grew more fierce.

Lost his shares.

Closed his all non core industries.7

FIERCE COMPETITION

THE LEVEL OF COMPETITION ESCALATED QUICKLYIN BETWEEN THE

JAPANESE COMPANIES

BRANDS LIKE LG ,SAMSUNG, PANASONIC etc.8

A VISIONOF MAKING LIVES EASIER WITH TECHNOLOGYEASY TO USE

DESIGNED AROUNG COUNSUMERSHIGHLY ADVANCED AND FUTURISTC9TO JOIN TECHNOLOGY AND HUMAN LIVES BY INNOVATION

FOCUS MAJORLY ON R&D AND INNOVATION10

WHERE BRAND POSITIONING HELPED

THE LETS MAKE THINGS BETTER CAMPAIGN11

STRATEGIESREBRANDINGREPOSITIONINGIDENTIFYNG THE DIFFERENCES AND SIMIARITIESNEW BRAND MANTRA

12

SENSE AND SIMPLICITYTHE EMPHASIS WAS TOPROMOTE THE BENEFITS OF TECHNLOGY

PRODUCT DESIGNED FOR CUSTOMERS

HIGH TECH AND INNOVATE 13

FUTUREHEALTHCARELIFESTYLELIGHTING14

FEW COMPETITIVE STRATEGIESHIGHLIGHTIG THE PRODUCT SUPERIORITY

CREATIVE PROMOTION FOR THE TARGET CONSUMERS

SHOULD UNITE USERS AND PROVIDE SERVICES WITH PRODUCTS

AND AND 15

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

CURRRENTLY17PRESENT 100 COUNTRIESSUPPORT IN OVER 35 LANGUAGESMANUFACTURES ABOUT 50,000 DIFFERENT PRODUCTS

$30.97 BILLIONPHILIPSs SALES IN THE 2014 YEAR 18

MISSION19PHILIPS 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

20RECAPTHE STORY OF PHILIPSBRAND POSITIONINGAIM AND VSIONINNOVATIONCOMPETITIVE STRATEGIESFUTURE APPROACH

DISCLAMER21Created by Sarthak Rahate, VNIT Nagpur during a marketing internship by Prof Sameer Mathur, IIM Lucknow.(see www.IIMInternship.com)

Prof. Sameer Mathur

Sarthak Rahate