Study on marketing concepts of Philips.

2. THE
STORY OF
PHILIPS

3. • Anton and Gerard Philips started Philips & Co in 1891.
• By manufacturing carbon filament lamps ,their firm
eventually evolved into a global company .
• It became a market leader in various fields including
medical diagnostics imaging , lighting solutions and
lifestyle solutions
• By 2014, it offers product content and support in 100
countries and over 35 languages.

4. History of LOGO
Waves symbolised radio
waves with star the
evening sky through which
radio waves travel.
Enclosed in a shield that
gave it an unique presence.

5. Faced tough competition from Japanese Electronics because of
their inexpensive electronicsprovided in masses.

6. Philips undertook a market study of
more than 1,650 consumers

7. The company discovered
its core target group as
well educated, who valued
simplicity and disliked the
unnecessary hassle of
technology

8. We believe in simplicity
and hiding the complexity
from you
“SENSE AND
SIMPLICITY”

9. THE THREE PREMISES OF
“SENSE AND SIMPLICITY”
DESIGNED
AROUND
CONSUMERS
EASY TO
EXPERIENCE
HIGHLY
ADVANCED

10. THE BRAND
POSITIONING
PROVED TO BE A
SUCCESS AND LED
TO THE GROWTH
OF COMPANY

12. EVALUATE PHILIP’S “SENSE AND
SIMPLICITY” STRATEGY. WHAT ARE
THE RISKS THE COMPANY FACES IN
USING THIS TAGLINE?

13. “Sense and Simplicity was based on a marketing study
which helped Phillip to find its core market target which
included educated consumers which were pleased by
simplicity of a product. Thus Philip created products in
accounts of the customer needs which satisfied them.
Its market segmentation played huge role in its success
and also helped in creating a point of difference.

14. It also possessed a risk of an impression of less
advanced technology due to its simple nature.
The tagline “sense and simplicity” was also
unclear about simplicity in design or usage. Also
even the company would have to compromise an
advancement in technology in order to make
things simpler

15. WHAT STRATEGIES CAN PHILIPS FOLLOW
TO WARD OFF COMPETITION FROM
JAPANESE MANUFACTURERS OF
CONSUMER ELECTRONICS?

16. The major advantage or point of difference that
Japanese manufacturers have is the ability to sell
inexpensive products in huge amounts. Philips will
have to eliminate this POD by creating simple ,good
quality, inexpensive products which could be
available everywhere. For achieving this Philips will
have invest more in its R&D section to build
innovative products.

17. The campaign “sense and simplicity” will be
able to provide this platform but also its results
should be made clear in order to avoid the
harm differing of expectations from offerings

18. THE
STORY OF
PHILIPS
Waves symbolised radio waves
with star the evening sky
through which radio waves
travel.
Enclosed in a shield that gave it
an unique presence.
History of LOGO Faced tough competition from Japanese Electronics
because of their inexpensive electronics provided in masses.
Philips undertook a market study of more than
1,650 consumers
We believe in simplicity
and hiding the complexity
from you
“SENSE AND
SIMPLICITY”
RECAP

19. REFERENCES
GOOGLE IMAGES
MARKETING MANAGEMENT-PHILIP KOTLER
&KEVIN KELLER

21. Created by SAKSHI LULEKAR,
VNIT , during the marketing
internship under professor SAMEER
MATHUR, IIM Lucknow