Its a presentation on how Philips has established its brand positioning in the market

1. CRAFTING THE BRAND POSITIONING
- PHILIPS

2. BRAND POSITIONING
MEANS?

3. Act of designing a company’s offering
and image.
To determine brand positioning :
Frame of reference
Optimal pops and pods
Brand mantra / tagline
Effective communication

4. PHILIPS

5. PRODUCT-LINE
Philips Consumer Lifestyle
Philips Healthcare
Philips Lighting

6. BRAND
LOGO
EVOLUTION

8. BRAND MANTRA
/ TAGLINE ?

9. LET’S MAKE THINGS BETTER(1995)

10. SENSE
AND
SIMPLICITY(2006)

15. Of all the Japanese manufactures lets
consider the hindrance caused by one
specific and very successful competitors
of Philips. They are MATSUHITA
PANASONIC

16. PHILIPS VS PANASONIC

17. POINTS OF DIFFERENCE (POD)
• Philips had a decentralized strategy.
• Highly innovative.
• Product adaptability to local markets
all over the world (target market).

18. SUMMARY
• Brand positioning
• Philips’ product-line and brand logo
evolution
• Brand mantra / tagline
• Let’s make things better
• Sense and simplicity
• Wading off the Japanese competition

19. CREDITS
https://www.marketingweek.com/2013/09/24/philips-preps-
brand-refresh-to-focus-on-meaningful-innovations/
https://www.marketingweek.com/2013/11/13/philips-introduces-
innovation-and-you-strap-in-marketing-overhaul/
http://www.afaqs.com/news/story/9875_Philips-focuses-on-
Sense-and-Simplicity-in-new-brand-campaign
http://www.icmrindia.org/casestudies/catalogue/Marketing/Philip
s-Making%20Sense%20of%20Simplicity-
Marketing%20Case%20Studies.htm
http://m.rediff.com/money/2004/sep/10philips.htm
https://www.linkedin.com/pulse/philips-brand-full-circle-back-
innovation-ga%C3%ABtan-fraikin

21. Sameer Mathur
Marketing Professor 2009 – 2013
Ph.D. and M.S. (Marketing) 2003 – 2009
Marketing Professor 2013 –
Indian Institute of Management,
Lucknow
21
© Sameer Mathur 21
THANNIRMALAI A.K
PSG College of Technology, Coimbatore