ActionFi t Chiara Cozzolino Lavinia Gerini Anna Marsanasco Pierandrea Miglietta Mario Natale Anastasia Yarkina Group 2: THE RUN FACTORS
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ActionFitChiara Cozzolino Lavinia GeriniAnna Marsanasco Pierandrea Miglietta Mario NataleAnastasia Yarkina Group 2: THE RUN FACTORS
1
is Philips headphones specifically designed for sportive people.
Focus on Sportive Urbanities aged between 18 to 25
2014: N1 Sports Headphones in Europe N2 in Value2015: N1 Sports Headphones Europe (Value & Volume)
1234Accelerate expansionLeading positionCAGR 20%Revenues Goal$148M
Competitive Arena
1- 0General understanding of the world of sportive people: their relationship with music and fashion2-0Consumers perception of Philips, exploration of Philips already existing communication tools and proposed improvementsOUR GOALS
ROLE OF MUSIC 7
Music is a source of power and energy
Music helps to achieve higher goals
Music helps you to focus on yourself
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Listening to music while training is a kind of RitualWhat if you go training and you realize that you have forgotten the headphones at home? Would you keep going?
Fashion VS CasualEven if people care about their appearance, price and comfort are the main criteria for choosing sportive outfit
Thus, ActionFit should not focus on the fashion factor
How Philips is perceived as headphones producer?I link Philips to a high standard quality. There is no reason I would think about Philips as a bad headphones producerEven if Philips is known for many quality products, I still prefer something that is more specialized into the music production.Good qualityBut not specialized!
Philips is notSEXYTRENDYLEADERSPECIALIZEDFASHIONABLELOW QUALITYHEADPHONES PRODUCERCHEAPCOOL11
MALE
50 years old
Managers
Fatty
Rich
Not trendy
MALE
25-30 years old
Student/Intern
Sportive
Price/quality compromises
Casual
Who shops @ Philips?
How to communicate?1) Identification2) AspirationPeople feel secured and reassured by finding themselves in the adsPeople are pushed to achieve greater results while watching testimonials in ads
Use of testimonials
Organize a Philips RunMANAGERIAL IMPLICATIONS
Help to remember the brand during the decision making processGive credibility Bad reputation of the testimonial may negatively affect the brandCan symbolize an unachievable statusTESTIMONIALSS
OUR COMMERCIAL
Social momentChoose a suggestive locationProvide gadgetsPHILIPS RUNMusicTarget youngstersBe unique