Philips: Making Sense of Simplicity

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Case Details:


Case Code : MKTG163 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extra  


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


Royal Philips N.V was a major Dutch company with a significant presence in the lighting, healthcare, and consumer electronics markets worldwide. The case describes the company's 'Sense and Simplicity' initiative. It discusses the rationale behind the initiative and provides details on how the company incorporated the essence of simplicity in its processes and products. It then talks about the novel ways in which the company attempted to communicate its new brand promise to potential customers. The case ends with a brief discussion on whether the new initiative would strengthen the company's competitiveness and its future prospects.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies


Understand a company's brand positioning and communication initiatives

Gain insights into the concept of simplicity and its significance in the design of consumer electronics products

Analyze a company's efforts to gain a competitive advantage using design as a differentiator


  Page No.
Introduction 1
Background Note 2
Positioning the Philips Brand 3
Philips Launches 'Simple' Products 8
Can Simplicity Change Philips' Fortunes? 9
Outlook 11
Exhibits 13


Philips, Sense and simplicity, Complexity in Technology, Brand repositioning, US Consumer electronics market, Restructuring, Communication strategy, Design , Differentiation, Medical, Lighting

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