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Ppt on Philips

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Slides based on the case study mentioned in the Philip Kotler book.

Publicado en: Marketing
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Ppt on Philips

  1. 1. The company provides a rich and diverse portfolio to its customers to choose from.
  2. 2. Gerad Philips Frederik Philips
  3. 3. 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.”
  4. 4.  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.
  5. 5.  The company operates in following 3 categories:- 1.Healthcare 2.Lighting 3.Consumer lifestyle
  6. 6.  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.
  7. 7.  The company also organizes various campaigns from time to time to create awareness about various diseases. Breast Cancer awareness campaign organized in India
  8. 8.  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.
  9. 9.  The company’s consumer lifestyle portfolio is further divided into following sub-portfolios: 1.Healthy living space ex:- Water purifiers 2.Home living ex:-LCD TV’s 3.Personal care ex:-Grooming kits 4.Interactive living category ex:-Go gear MP3 player
  10. 10.  The company intends to make consumer lifestyle portfolio as its point of difference(POD).  This will help the company in competing with its various other competitors such as Samsung, LG etc.  The company aims to deliver 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.
  11. 11. 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.
  12. 12. 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.
  13. 13.  Strengths: 1.Huge investments in R&D 2.Highly innovative products 3.Effective communication 4.Strong brand equity 5.Copyright patents (Philips is the world’s largest patent applicant at the European Patent Office)
  14. 14.  Weaknesses: 1. Higher priced products 2.Competitive leadership 3. Weaker distribution networks than competitors
  15. 15.  Opportunities 1.Increasing industrialization in developing countries. The company can capture markets of such countries. Ex:- Introduction of modular switches for its Indian market. 2.Higher demand for more energy efficient lighting sources.
  16. 16.  Threats: 1.Competition 2.Exchange rate fluctuations 3.Lower cost competitors
  17. 17. Question 1: Evaluate Philips “sense and simplicity” strategy. What are the risks the company faces in using this tagline. Answer 1 1. 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.”
  18. 18. 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.
  19. 19.  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
  20. 20. Created by Prasham Bhargava, VIT Pune during a marketing internship under Prof. Mathur ,IIM Lucknow.