A PPt on Philips
-
Upload
prasham-bhargava -
Category
Marketing
-
view
42 -
download
1
Transcript of A PPt on Philips
![Page 1: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/1.jpg)
“Innovation and you”
![Page 2: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/2.jpg)
The company provides a rich and diverse portfolio
to its customers to choose from.
![Page 3: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/3.jpg)
Founding Fathers
Gerad Philips
Frederik Philips
![Page 4: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/4.jpg)
History:- Now and then Founded in 1891. The first product manufactured by it were
the carbon filaments. Manufactures more than 50,000 products. Currently employs around 1,22,000 people. The company has aligned itself as a health
and well-being company. For years, the company has innovating and introducing newer products into the market.
![Page 5: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/5.jpg)
Mission and Vision
Mission“Improve the
quality of people’s lives through timely introduction of meaningful innovations.”
Vision“In a world where complexity increasingly touches every aspect of our daily lives, we will lead in bringing sense and simplicity to people.”
![Page 6: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/6.jpg)
Target sectors
The company operates in following 3 categories:-
1.Healthcare2.Lighting3.Consumer lifestyle
![Page 7: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/7.jpg)
Philips in healthcare
The company has been consistently ranked high in the healthcare sector.
The company provides products in sectors such as cardiology oncology, orthopedics radiology etc. to name a few.
A belief that the company can make a difference by removing boundaries in healthcare with its innovative and affordable technology solutions.
![Page 8: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/8.jpg)
Philips in healthcare continued… The company also organizes various
campaigns from time to time to create awareness about various diseases.
![Page 9: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/9.jpg)
Philips in lighting
Philips lighting is a leading provider of solutions and applications for both professional and consumer markets.
With the new lighting technologies, such as LED Philips continues shaping the future with its new and ground breaking new lighting applications.
![Page 10: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/10.jpg)
Philips and consumer lifestyle
The company’s consumer lifestyle portfolio is further divided into following sub-portfolios:
1.Healthy living space ex:- Water purifiers2.Home living ex:-LCD TV’s3.Personal care ex:-Grooming kits4.Interactive living category ex:-Go gear MP3
player
![Page 11: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/11.jpg)
Philips and consumer lifestyle continued… The company intends to make consumer
lifestyle portfolio as its point of difference(POD). This will help the company in dealing with its
various other competitors such as Samsung, LG etc.
The company aims to delivers deeper experiences in touch with the social and emotional needs of its customers in their homes: right from a cup of coffee in the morning , to a relaxing evening with an Aurea TV.
![Page 12: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/12.jpg)
Problems the company faces
The company faces the following issues:-
1.The company faces stiff competition from its Japanese counterparts as they provide products at relatively lower prices.2.The company has its products in too many domains. As a result the company needs to run separate marketing campaigns for its varied product mix.This not only increases the company’s expenditure but also makes it difficult for the company to have an integrated brand image.
![Page 13: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/13.jpg)
Solutions
Following are the solutions to the previously mentioned problems:-
1.The company can shut down its smaller inefficient units and instead have bigger automated plants. This will help the company on cutting down on its cost.2.The company has started sharing its R&D expenses with other large corporations to cut down on its own cost.
![Page 14: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/14.jpg)
SWOT analysis
Strengths:1.Huge investments in R&D2.Highly innovative products3.Effective communication4.Strong brand equity5.Copyright patents (Philips is the world’s
largest patent applicant at the European Patent Office)
![Page 15: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/15.jpg)
SWOT analysis
Weaknesses:1. Higher priced products2.Competitive leadership3. Weaker distribution networks than
competitors
![Page 16: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/16.jpg)
SWOT analysis
Opportunities1.Increasing industrialization in developing
countries. 2.Higher demand for more energy efficient
lighting sources.
![Page 17: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/17.jpg)
SWOT analysis
Threats:1.Competition2.Exchange rate fluctuations3.Lower cost competitors4.Price wars
![Page 18: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/18.jpg)
Plausible answer to questions of the case study Question 1: Evaluate Philips “sense and
simplicity” strategy. What are the risks the company faces in using this tagline.
Answer 11. They would compromise on the advancement
of technology in order to stick to its tagline of “sense and simplicity”.
2. It would give an impression of technically less advanced products being made available in the market by the company.
3. Therefore the company has changed its slogan from “sense and simplicity” to “innovation and you.”
![Page 19: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/19.jpg)
Question answers continued…
Question 2: What strategies can be used to compete with Japanese manufacturers.Answer 2:The biggest advantage which Japanese competitors have is a lower price tag.Philips can overcome it in the following manner:
The company should highlight its “ innovation and you” tagline. The company should be able to effectively communicate to the customers that even though their products are costlier, they are worth the extra amount to be paid because they are quite technically advanced. The customers should be convinced that the extra amount paid is worth the product they purchase.
![Page 20: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/20.jpg)
Summary
Founding fathers History Mission and Vision Target sectors-healthcare , lighting
and consumer lifestyle Problems faced with solutions SWOT analysis Answers to the questions of case
studies
![Page 21: A PPt on Philips](https://reader036.fdocuments.us/reader036/viewer/2022062223/58ef80471a28ab255f8b4617/html5/thumbnails/21.jpg)
Disclaimer
Created by Prasham Bhargava, VIT Pune during
a marketing internship under Prof. Mathur ,IIM Lucknow.