Philips: Making Sense of Simplicity
|
|
ICMR HOME | Case Studies Collection
Case Details:
Case Code : MKTG163
Case Length : 19 Pages
Period : 2004-2007
Pub Date : 2007
Teaching Note :Not Available
Organization : Royal Philips Electronics, Inc.
Industry : Electricals and Electronics
Countries : Worldwide
To download Philips: Making Sense of Simplicity case study
(Case Code: MKTG163) click on the button below, and select the case from the list of available cases:
Price:
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra
» Marketing Case Studies
» Marketing Management Short Case Studies
» Case Studies Collection
» ICMR HOME
» Marketing Management Short Case Studies
» View Detailed Pricing Info
» How To Order This Case
» Business Case Studies
» Area Specific Case Studies
» Industry Wise Case Studies
» Company Wise Case Studies
Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Chat with us
Please leave your feedback
|
|
<< Previous
Excerpts
Positioning the Philips Brand
|
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. The objective of the campaign was
also to project Philips as a company that used technology to improve people's
lives. The campaign tried to convey that Philips technology, while improving
people's lives, could also improve the world...
|
|
Philips Launches 'Simple' Products
Even before it began promoting the 'Sense and Simplicity' concept, Philips
sold some products that seemed to exemplify the concept. For example, the Senseo, a coffee maker that was a huge hit with coffee lovers, was simple
(it only had one button) and yet sophisticated enough to make gourmet
coffee. Another product was the HeartStart, a defibrillator that could be
used by patients at home. Under the 'Sense and Simplicity' initiative,
Philips launched several more products such as the Philishave Cool Skin (an
electric razor), the Perfective (an electric iron), the Perfectdraft (a beer
pump), and the Intelliclean (a toothbrush system)...
|
|
Can Simplicity Change Philips' Fortunes?
According to authors Schiffman and Kanuk, marketers should position
their brands so that they were perceived by the customer as occupying a
distinctive niche - a niche not occupied by any other brand. With 'Sense
and Simplicity', Philips aimed to associate the Philips brand with
simplicity. Earlier, with disparate campaigns in different locations,
Philips did not have a uniform global image. An employee who joined
Philips from HP remarked, "One thing I noticed when I joined Philips was
that each of the regions operated with a lot more autonomy in terms of
how they positioned the company... |
Outlook
Though Philips did not comment on the success or failure of the 'Sense and
Simplicity' initiative, it appeared that the campaign was beginning to show
results. Philips' total sales from products introduced in 2004 were 49 percent
of total revenues in 2005. In 2004, only 25 percent of the sales were from
products launched the previous year...
Exhibits
Exhibit I: Philips' Business Areas
Exhibit II: John Maeda's Ten Laws of Simplicity
Exhibit III: Philips 'Sense and Simplicity' Print AD
Exhibit IV: Concepts Showcased at the Simplicity Event
Exhibit V: The Philips Pronto
Exhibit VI: The Lifestyle Home Project
Exhibit VII: Ranking^ of Philips' Consumer Electronics Products in the US
Exhibit VIII: Philips' Financial Highlights
|
|
