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PHILIPS
I N N O V A T I O N F O R S I M P L I C I T Y
A CASE STUDY
WHERE IT ALL STARTED GERARD PHILIPS
ANTON FREDRIK PHILIPS
FRANS VAN
HOUTEN
FROM THE BEGINING
The brand was founded back in 1891 by Gerard
Philips and his father Fredrik,
Gerard was a cousin of Karl Marx.
Their first product was a light bulb then they started
making vacuum tubes in 1920 and the electric
razor in 1939.
On 11 March 1927, Philips went on the air with
shortwave radio station PCJJ (later PCJ) which
was joined in 1929 by sister station PHOHI.
WHAT PHILIPS IS Philips is a subsidiary of Royal Philips of the
Netherlands, a leading health technology
company focused on improving people’s health
and enabling better outcomes across the health
continuum from healthy living and prevention, to
diagnosis, treatment and home care.
MISSIONVISION
Brand's
FUTURE PLANS THAT PLANS FUTURE
Improve the qualityof people’s lives
through technology-
enabled meaningful innovations
Make the world healthier and more
sustainable through
innovation.
MISSION VISION
CEO GERARD KLEISTERLEE INTRODUCED THE SENSE AND SIMPLICITY BRAND
MEDIA COVERAGES
INTRODUCES ENVIRONMENTALLY FRIENDLY GREEN LOGO
This new logo allows consumers to easily
identify products that have significantly better
energy efficiency than the nearest competitor
products in the same category
BECAUSE LOGO MATTERS
In the early years of the company, the representation of their name took many forms. Because the logo was the all that
people knew about the company
BRAND VALUE
12%
22%
20%
8.9%
Comparable sales up 12%; led by Lighting at 18%
22% growth in emerging markets
20% growth of equipment order intake at Healthcare
EBITA of EUR 504 million, or 8.9% of sales
BRAND POSITIONING
BRAND POSITIONING
Although Philips was respected for its commitment
to quality, the brand was seen as 'traditional'. This
was partly because Philips was an old company,
having been present in some markets for more
than 100 years
In 1995-96, in an attempt to rejuvenate the brand,
the company launched a global campaign called
'Let's make things better', which replaced the 26
different slogans used by Philips in different
markets.
BRAND MARKETING
ADVERTISMENT POLICY Their advertising policies were carrying a message of their campaigns such as ""Our
brand promise “sense and simplicity” encapsulates our commitment to intimately
understand the needs and aspirations of consumers""
SENSE AND SIMPLICITY It is the combination of two unique
capabilities that enables them to deliver on their “sense and simplicity” promise.
SWOT
Analysing the
SWOT STRENGTH
SWOT WEAKNESS
•Effective Communication •High research and development •Innovation •Loyal customer •Strong Brand Equity
•Weaker distribution network •Higher prices than the competitors like Japanese comapanies •The inability to get the product to the market first
SWOT OPPORTUNITY
SWOT THREAT
•Government Regulation •Green push •Increasing industrialization •More electrification •Higher demand for lightening
•Competition •Cheaper technologies •Economic slowdown •Lower cost competitors •Price wars
SUMMARYTHE CONCLUSION
Founding of the brand
Marketing Strategy
How they made it
Brand Positioning
SWOT
Thankyou for listening......
This presentation was made by Faizal Ansari, IIT Kanpur under the guidance of
Professor Sameer Mathur, IIM Lucknow,During a marketing internship.
DISCLAIMER
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