DEEPAK-Philips Pesentation Marketing

7/31/2019 DEEPAK-Philips Pesentation Marketing

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Presented By- Deepak Kumar AngrishMBA(Ist Year) Section A

11/PMB/013

Marketing Presentation


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PHILIPS PROFILE Royal Philips Electronics of the Netherlands is a

diversified Health and Well-being company,

focused on improving peoples lives throughtimely innovations. As a world leader inhealthcare , lifestyle and lighting , Philipsintegrates technologies and design into people-centric solutions, based on fundamentalcustomer insights and the brand promise of sense and simplicity. The foundations of Philips were laid in 1891 when Anton andGerard Philips established Philips & Co. inEindhoven, the Netherlands. The companybegun manufacturing carbon-filament lampsand by the turn of the century, had become oneof the largest producers in Europe. Stimulated

by the industrial revolution in Europe, Philipsfirst research laboratory started introducing itsfirst innovations in the x-ray and radiotechnology. Over the years, the list of inventions has only been growing to includemany breakthroughs that have continued toenrich peoples everyday lives.


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Introduction Created in 1891 by the Philips brothersIn the Netherlands.Euro-next and NYSE

Generated 26 billion Euros of revenue in2008. One of the most important electronics

companies in theworld. - Present in 60 countries - 162,000 employees


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About the companyKoninklijke Philips Electronics N.V. (Royal Philips Electronics ), more commonlyknown as Philips , is a multinational dutch electronics company.Philips is one of the largest electronics companies in the world. In 2010, its saleswere 25.42 billion. The company employs 119,000 people in more than 60countries.

Philips is organized in a number of sectors: Philips Consumer Lifestyle (formerlyPhilips Consumer Electronics and Philips Domestic Appliances and Personal Care),Philips Lighting and Philips Healthcare (formerly Philips Medical Systems) The PhilipsCompany was founded in 1891 by Gerard Philips and his father Frederik as a familybusiness. Frederik Philips, being a banker in Zaltbommel, financed the purchase and

setup of a modest, empty factory building in Eindhoven, where Philips started theproduction of carbon-filament lamps and other electro-technical products in 1892.This first factory has been adapted and is used as a Museum devoted to lightsculpture.


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In 1895, after the first difficult years and going nearly bankrupt,Gerard and his father brought in the 16-years younger brotherAnton. Having earned an engineering degree, he started work as asales representative, but soon contributed many important businessideas. After that, the family business began to expand rapidly,resulting in 1907 in the foundation of the N.V. PhilipsMetaalgloeilampfabriek (the Philips Lightwire-bulb Factory Inc) inEindhoven, followed in 1912 by the foundation of the N.V. Philips'Gloeilampenfabrieken. (the Philips Light-bulbs Factories Inc). After

Gerard and Anton Philips changed their family business by foundingthe Philips Incorporation, they laid the base of the later electronicsmultinational.In the 1920s, the company started to manufacture other products,such as vacuum tubes. In 1939 they introduced their electric razor,

the Philishave (marketed in the USA using the Norelco brand name).Philips was also instrumental in the revival of the Stirling engine.


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CEOs Past and present CEOs:1891 1922: Gerard Philips1922 1939: Anton Philips1939 1961: Frans Otten1961 1971: Frits Philips

1971 1977: Henk van Riemsdijk1977 1981: Nico Rodenburg1982 1986: Wisse Dekker1986 1990: Cornelis Van der Klugt1990 1996: Jan Timmer

1996 2001: Cor Boonstra2001 2011: Gerard Kleisterlee2011 now: Frans van Houten


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VISION

In a world wherecomplexity increasinglytouches every aspect of our daily lives, we willlead in bringing sense and

simplicity to people.


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Mission Statement

"Improve the quality of peoples lives through

timely introduction of meaningful innovations."


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1.1 Company macro environmentPhilips is strongly influenced by several environments:economical, social and technological .

1.2 Market analysis Geographically: mainly North America and Europe Business Sectors: Healthcare, Consumer Lifestyle, Lighting


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1.3 Competitive analysis Direct competitors: other companies that offerelectronicdevices such as Samsung, LG, Sony. Indirect competitors: all companies thatrespond to similarneeds: Siemens, Braun, automotive industry,Nespresso

Future competitors: Babyliss, Calor, Chinesebrands


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1.4 Market Segmentation So extensive range of products almost everyone can be Philips potential consumer Mostly people that care for reliable products

1.5 Existing Marketing Mix The two main elements are: Indirect distribution channels Brand


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Desired Marketing Mix

When marketing their products firms need to create a successful mix of:

the right product sold at the right price in the right place using the most suitable promotion.

To create the right marketing mix, businesses have to meet the followingconditions: The product has to have the right features - for example, it must look good andwork well. The price must be right. Consumer will need to buy in large numbers to produce ahealthy profit. The goods must be in the right place at the right time. Making sure that the goodsarrive when and where they are wanted is an important operation. The target group needs to be made aware of the existence and availability of theproduct through promotion. Successful promotion helps a firm to spread costs over

a larger output.
http://www.thetimes100.co.uk/theory/theory--the-principles-marketing--347.phphttp://www.thetimes100.co.uk/theory/theory--the-principles-marketing--347.php


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Consumer electronics product timeline1949 , began selling television sets.1951 , introduced the Philishave two-headed rotary shaver, marketed in the USA under theNorelco name.1963 , introduced the Compact Cassette.

1963 , introduced the first domestic home video tape recorder, the 405 line" tape reel modelEL3400.1978 , introduced the Laserdisc player, using technology invented in the 1960s.1978 , introduced the Philips Videopac G7000 (pictured at right), a home video game consoledeveloped by its Magnavox division. Marketed in the United States as the Odyssey console.Variations of the console are sold worldwide through 1984.

1979 , introduced the Video 2000-system: a technically superior design, but a commercial failure.1982 , launched the Compact Disc in partnership with Sony.1983 , participated in developing the MSX home computer standard. This computer standardwas mainly popular in Japan and the Netherlands.1991 , introduced the CD-i, the Compact Disc Interactive system which had many video-gameconsole-type features, but was not a sales success .1992 , launched the ill-fated Digital Compact Cassette format.1995 , manufactured the Atari Jaguar's CD add-onfor Atari.1999 , launched the Super Audio CD in partnership with Sony.2000 , launched the luminaire Iridium.2001 , successfully launched the Senseo coffeemaker, first in the Netherlands and from 2002onwards, in other countries across Europe. It produces coffee by brewing from custom-madepads containing coffee grounds. The original Senseo pads are produced by Douwe Egberts. The


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2004 , Philips HomeLabs research center created the Mirror TV technology used in theirMiraVision television line.2006 , introduced the Blu-ray Disc in partnership with Sony.2008 , introduced flatscreen with WOW VX technology. (3D TV)2008 , introduced the Relationship Care range of Philips Intimate Massagers to the UKmarket. The company receives a royalty on every DVD manufactured.2009 , introduced the Philips Cinema 21:9 TV in a widescreen mode for HDTVs with anLCD display using the aspect ratio.


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2.1 Marketing Strategy In 2010, we will focus on a productdevelopment strategy aswe will stay on the same market (beauty)and offer a newproduct; hair steamers of high quality.

2.2 Desired MarketingSegmentationOur targets :

- professional hairdressers- people who buy powerful products


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Main cooperative bodiesCollaboration with: Elite Model agency (accessories) Schwarzkopf professional (hair care and styling products) Huiles & Sens ( aromatherapy, essential oils)

Marketing Current situation in the market We recommend Philips to continue : Organizing the Simplicity Event to introduce their newproducts and concepts. Participating to international exhibitions as an example the

DesignBrussels.


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Marketing Activities1) ProductForesee various colors and modern design.Create a detachable and adjustable base.Innovate thanks to our partnerships : essential oil sprays.Set-up an after-sale service 24/7

2) Distribution channelsDirect: Hairstylist salonsIndirect: Boutique du coiffeur and wholesalers Enhancing service marketing principlesAgents able to speak several languages, to negotiate and to

know very well the product following company training .


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Global Sales and ServiceInternationalBusiness overviewOpportunities in mature andemerging marketsConclusions

Agenda


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Global Sales and Service International

GSSI drives growth in 11 key marketsKey markets areentrepreneurial entitiesGSSI Head Office is small andfocusedGSSI is characterized by two distinct markets


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Highlights: spectacular growth in Japan

In 2006 Philips Medical SystemsJapan achieved 27% sales growthA package deal with 17 MagneticResonance Imaging Systemstoa public hospital group3Tesla Achievawith an orderintake of 23 systems and 56% market share

AED salesin Japan increased by200%exceeding 24,000 unit sales


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large deals in Asia

Thailand: PhyathaiHospitalsGroup purchasing cross modalityequipment valued at 12.4 millionEuro

Korea: Samsung Medical Centerpurchased 9.4 million Eurofortheir cancer center Greater China: Ascent Profit to

bring 200 high-end radiographysystems to hospitals in China. The27 million Eurocontract willprovide improved care to millionsof patients


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cardiology in Singapore

Philips strengthens its position ascardiology leader in AsiaCollaboration with the NationalHeart Centre (NHC) SingaporeYearly premier cardiologyconference which attracts over1,000 medical professionals fromacross Asia Pacific


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partnership deal in India

Philips Medical Systems andArtemis Health Institute signed ourlargest healthcare researchpartnership in IndiaPhilips won

this 5.4 million eurostrategic dealdue to our research capabilities.

This strategic technology partnership will help Artemis deliver internationalquality,best in class healthcare services to its patients .Dr. Kushagra Katariya,Executive Director and Chief Executive, Artemis Health Sciences


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PHILIPS SURVEY (by Support Manager, Philips headquarters , Amsterdam, Netherlands)

1. What are the political (legal), economical, sociological and technological influencesoverPhilips company?Economical: credit crunch smaller turnover, smaller profits,Sociological: increasing unemployment: smaller turnover, consumer expect product

that maketheir life easier,Technological: fast technological changes force Philips to adapt quickly,Political: Comply with specific rules and standards that are implemented in countrieswherePhilips is present.2. Which are the main markets that Philips is part of?Healthcare, Consumer Lifestyle, Lighting3. Which are the direct and future competitors of the company?Direct competitors: other companies that offer electronic devices as Samsung , LG,Sony.

Future competitors : mainly Chinese brands


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5. What are the two most important elements within your Marketing Mix? Why?All elements of marketing mix are important. Lack of attention to one of the 4Ps may cause failure on the market. In my Business Unit Consumer Marketing Managers (CMM) develop aproduct only after they have checked consumer needs. Moreover, CMM needs to rememberto create product within a given price -cost range to meet consumer expectations. Price that is visible on the market is negotiated between Marketing Manager and Customer MarketingManger in the relevant country. Promotion packaging and visuals are developed by CMMbut localized locally (there is also possibility to develop some new marketing materialslocally). Price-related promotion is agreed between country and Marketing Managers. As yousee, none of 4Ps has a dominant position. 6. What are the main Strengths,Weaknesses, Opportunities and Threats of Philips?Strengths reliable brand name, innovative products, shifting from product to services (fromcreating a product to fulfilling consumer needs), know-how.Weaknesses - developing product that do not respond to consumer needs (sometimes there isno need for the product created by Philips and such a need is also not created), lack or verylittle communication with consumers. Sometimes consumers do not know that a line of products exist. Finally, there are many procedures that are not flexible enough.Opportunities - use of internet to provide more services.Threats fast changing environment (organization is too formal to respond to fast changingmarkets).


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Our Conclusions

This interview, that reflects the marketing strategy of this year, had animpact on our marketing plan. Information aboutmarkets andcompetitors helped us to focus on consumer lifestylewith the creation of a hair streamer for professionals. Then, we considered

some of Philips weaknesses and threats. We tried to alter thoseweaknesses intostrengths and opportunities for the coming year


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Thank You

DEEPAK-Philips Pesentation Marketing

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