Crafting the brand positioning philips
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Transcript of Crafting the brand positioning philips
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CRAFTING THE BRAND POSITIONING - PHILIPS
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BRAND POSITIONING MEANS?
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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
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PHILIPS
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PRODUCT-LINE
Philips Consumer LifestylePhilips Healthcare
Philips Lighting
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BRAND LOGO
EVOLUTION
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BRAND MANTRA / TAGLINE ?
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LET’S MAKE THINGS BETTER(1995)
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SENSE AND
SIMPLICITY(2006)
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WHAT LEA
D
TO BRAND
REPOSITIO
NI
NG?
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HOW IT OVERCAME THE JAPANESE
MANUFACTURERS?
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Of all the Japanese manufactures lets consider the hindrance caused by one specific and very successful competitors of Philips. They are MATSUHITA PANASONIC
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PHILIPS VS PANASONIC
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POINTS OF DIFFERENCE (POD)• Philips had a decentralized strategy.• Highly innovative.• Product adaptability to local markets
all over the world (target market).
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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
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CREDITShttps://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/Philips-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
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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.KPSG College of Technology, Coimbatore