This was a presentation made by Faizal Ansari, IIT Kanpur under the guidance of professor Sameer Mathur, IIM Lucknow during a marketing internship.

1. 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

2. WHERE IT ALL STARTED
GERARD
PHILIPS
ANTON
FREDRIK
PHILIPS
FRANS
VAN
HOUTEN

3. 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.

4. 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.

5. MISSION
VISION
Brand's

6. FUTURE PLANS THAT
PLANS FUTURE
Improve the quality
of people’s lives
through
technology-
enabled meaningful
innovations
Make the world
healthier and more
sustainable
through
innovation.
MISSION VISION

7. CEO GERARD
KLEISTERLEE
INTRODUCED THE SENSE
AND SIMPLICITY BRAND

8. MEDIA COVERAGES

9. 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

10. 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

11. 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

12. BRAND POSITIONING

13. 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.

14. BRAND MARKETING

15. 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""

16. SENSE AND SIMPLICITY
It is the combination of two unique
capabilities that enables them to deliver on
their “sense and simplicity” promise.

17. SWOT
Analysing the

18. 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

19. 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

20. SUMMARY
THE CONCLUSION
Founding of the brand
Marketing Strategy
How they made it
Brand Positioning
SWOT

21. 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