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What The Company is Today?
CHANGES IN PHILIPS LOGO
OVER THE YEARS
•Couldn’t create a global
outlook before the late
1990s.
•Tough competition from
Japanese electronics
companies.
To cut
•Less profitable factories
were shut down •Units not related to core
business were closed •R&D expenses were shared.
PHILIPS IS A BRAND THAT DOES NOT STOPS AT ONE
MILESTONE
NOT SATISFED WITH THE SUCCESS OF THE “LET’S MAKE THINGS
BETTER” CAMPAIGN
EMPHASIS WAS ON IMPROVING PEOPLE’S LIVES IN GENERAL
EMPHASIS IS ON BENEFITS OF TECHNOLOGY WITHOUT THE HASSLE
$10.264billion $ 4.4 billion
A COMPREHENSIVE MARKETING RESEARCH
IDENTIFYING THE CORE TARGET MARKET
EFFECTIVE REPOSITIONING ACCORDING TO THE TARGET MARKET
’
THROUGH THIS NEW CAMPAIGN PHILIPS WILL LOOK TO DOUBLE ITS OUTREACH BY 2025.
This presentation is created by Anurag Kumar, IIT Roorkee during a
marketing internship under the guidance of Prof. Sameer Mathur, IIM
Lucknow
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