Abstract

The caselet, Technological Innovation: The Philips Way, deals with the way Philips marketed its technologically superior products to its consumers who were not comfortable with the complexities of technology. Philips came out with a new campaign, ‘Sense and Simplicity’, which communicated the technological superiority of the Philips product, while at the same time, taking care not to create apprehensions in the minds of consumers about its complexities. The caselet mentions how Philips introduced Sense and Simplicity in its product development processes.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• How a company can communicate its technological superiority without associating itself with the image of being complex
• The need to tune promotional campaigns as per the customer feedback
• and How people outside the company can bring in fresh perspective to the

Keywords

Royal Philips Electronics, 'Let's make things better', 'Sense and Simplicity', Simplicity Advisory Board (SAB), Technology led company, Innovation led company, Product Development Processes, Technological Innovation, Brand Positioning and Customer Contact Point