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
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
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