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Established in 1891, it emerged from being a carbon filament lamp manufacturing unit to one of the most

respected brand globally.

Borderless Brand Management.

Intersecting Traditional Practices.

Emerging As a Global Product.

To mold in Consumer Lifestyle Perspective.

MARKET STRATEGY

Crafting the Brand Positioning.

So Why does Philips enjoy consumer loyalty?

Emerging Competitors and Substitutes.

It has been facing stiff competition from inexpensive Japanese products and local emerging markets.

So what strategies can Philips follow to ward off competition from Japanese manufacturers of consumer

electronics?• Emotional Branding: Videos like featuring Philips as

a health guide correspondingly providing the chance to Live Our Dreams.

Building brand loyalties.

Extensive marketing Research and Consumer oriented products.

Market incentives like warranty, special offers for loyal customers, replacements and expanding overseas.

What does the company imply by its “sense and simplicity” strategy??

Addressing which segment ??

• It simply means the products designed around the customers.

• Easy to use.

• Advanced.

The advertising strategy aimed to reciprocate its ideology.

• The promotional video featuring babies wondering the ease with which Philips products can be used completely hit the target. As easy as opening a box.

Towards improving lives through technology.

• Healthy body: this concept has hit multiple birds with single arrow.

• Entire set of products at one go eroded the market in different category meant especially for current lifestyle creating a bond.

Expectations in upcoming years.

• Being an established brand it is expected to handle the tormented situations well enough in case of inflation.

• Revolution in field of health and science.• Expansion in Asian market.• Target the middle class and low income segment.• Strengthening the trust in customers bringing in

the desired, creative and innovative products.

What should be its policies to target greater mass apart from high end market!!

Celebrity endorsements to expand its market .

Target the youth.

Promotional activities and sponsorship events to grab attention and strategic grassroot marketing.

Philips: Green product and innovation

Philips has been producing ample amount of green products and has increased its sales to about 54%.A move towards Sustainable planet according to environmental laws.

CSR Activities:

• The company invests on social innovations and carry out several campaigns for supporting the needy.

• The benefits are two fold.• It acts as a tool to compete in emerging

markets.• Helps to glorify its image as a brand.

SUMMARY

Brand Positioning

Marketing Activities

Target Market

Future Policies

Competition

Advertising Strategy.

THANK YOU

DISCLAIMERCreated by Shilpa Rani, NIT Agartala(Tripura), during an internship under Prof.Sameer Mathur , IIM

Lucknow.