PHILIPSsense and simplicity

DIVISIONS

Philips Consumer Electronics

Philips Lighting

Philips Medical Systems

Philips Domestic Appliances and Personal Care

B2B

PHILIPSPhilips, the word which is the

name of the founder of Philips company Gerard Philips.

Basic info.

Gerard Philips was established the company named Philips in 1891. Gerard Philips was a maternal cousin of Karl Marx in the Netherlands.

Light bulb was his first product. Other products such as vacuum tubes, was started to manufacture by the Philips Company in 1920. Electric Razor was introduced By the Philips Company in 1939.

KEYS of PHILIPS

Gerard Philips Anton Fredrik Philips

Gerard Kleisterlee

PROFILE Royal Philips Electronics of the Netherlands is a

diversified health and well-being company, focused on improving people’s lives through timely innovations.

Headquartered in the Netherlands, Philips employees more than 118,000 employees in more than 60 countries worldwide. With sales of EUR 23 billion in 2009

The company is a market leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as lifestyle products for personal well-being and pleasure with strong leadership positions in flat TV, male shaving and grooming, portable entertainment and oral healthcare.

future Plan In 2015, Philips wants to be a global

leader in health and well-being, becoming the preferred brand in the majority of our chosen markets. We believe Philips is uniquely positioned for growth through its ability to simply make a difference to people's lives with meaningful, sustainable innovations.

How Philips Got Brand Buzz

CEO Gerard Kleisterlee introduced the Sense and Simplicity brand to warm up the Dutch conglomerate's techie image and make it more consumer-friendly.

When Gerard Kleisterlee took the helm at Royal Philips Electronics in 2001 the Dutch conglomerate's vast empire spanned sectors from TVs and light bulbs to semiconductors and medical devices. But one important thing was missing:

A coherent brand. For years, Philips (PHG) had focused on the different technologies behind each of its five major businesses instead of what unified them in the market.

Corporate affairs

In 2004, Philips abandoned the slogan "Let's make things better" in favour of a new one:"Sense & simplicity“

ASM Lithography is a spin-off from a division of Philips.

Its record division, PolyGram, was sold to Seagram in 1998 and was merged into Universal Music Group. Philips Records continues to operate as part of UMG, its name licensed from its former parent.

Philips Intellectual Property and Standards, is the company's division dealing with licensing, trademark protection and patenting. Philips currently holds about 55,000 patent rights, 33,000 trademark registrations, and 49,000 design registrations.

Philips Consumer Electronics introduces Environmentally Friendly Green LOGO

The Philips Green Logo. This new logo allows consumers to easily identify products that have significantly better energy efficiency than the nearest competitor products in the same category as well as having other environmental benefits such as the use of flame retardant materials. Philips is among the Globally 100 Most Sustainable Corporations in the World. Additionally, Philips is one of the top ranking sustainability companies of all companies listed on the Amsterdam Stock Exchange and is included in the FTSE4Good.

Cont. . . The Philips Green Logo is another step forward

towards helping consumers make informed environmental choices and is a part of Philips' long-running EcoDesign program.

First introduced in 1994, Philips launched its EcoDesign initiative in order to reduce the environmental impact of its products.

The Philips Green Tick logo only applies to Green Flagship products in the Consumer Electronics portfolio, all of which are annually certified by external auditors. Philips Green product portfolio accounted for EUR 2.2 billion turnover in 2006. Currently, seven of Philips' Flat TVs™ carry the Green Tick logo with a target of doubling the number to 14 by the end of 2007.

3793

1983

15951223

726 659 560 437

2268

2884 2003 R&D spend (£m)

Source: UK Department of Trade & Industry – R&D Scoreboard

While Philips is amongst the biggest R&D spenders in the industry…The worlds top ten R&D investors in electronic and electrical

equipment

Competitors

Marketing Funnel…

LOGO matterS..!

In the early years of the company, the representation of our name took many forms. One was an emblem formed by the initial letters of Philips &Co., and another was the word Philips printed on the glass of metal filament lamps.

Logo Cont. . . In 1898, Anton Philips used a range of

postcards showing the Dutch national costumes as marketing tools.

Each letter of the word Philips was printed in a row of Light bulbs as at the top of every card. In the late 1920s, the name began to take on the form that we recognize today.

In 1938, the Philips shield made its first appearance. Although modified over the years, the basic design has remained constant ever since and, together with our word mark, gives us the distinctive identity we enjoy today.

Philips is now looking at the entire brand perspective of the company, ranging from the online experience through to internal design processes.

Brand VALUE

Comparable sales up 12%; growth in all sectors, led by Lighting at 18%

22% growth in emerging markets

20% growth of equipment order intake at Healthcare

EBITA of EUR 504 million, or 8.9% of sales; Consumer Lifestyle’s adjusted EBITA hit 8.2% for the last twelve months

Net income of EUR 201 million

The Philips Center for Health and Well-being

The Philips Center for Health & Well-being is dedicated to improving people’s quality of life around the world by identifying barriers to health and well-being, and developing solutions to overcome these barriers.

Together with a diverse range of independent experts, global agenda setters, policymakers and opinion leaders we will debate and define the critical problems that society is facing.

Positioning the Philips Brand

Although Philips was respected for its commitment to quality, the brand was seen as 'traditional'. This was partly because Philips was an old company, having been present in some markets for more than 100 years.

In 1995-96, in an attempt to rejuvenate the brand, the company launched a global campaign called 'Let's make things better', which replaced the 26 different slogans used by Philips in different markets.

The objective of the campaign was also to project Philips as a company that used technology to improve people's lives. The campaign tried to convey that Philips technology, while improving people's lives, could also improve the world...

Philips Identity Trademarked: In 1926 on the packaging of miniwatt radio

valves, as well as on the Philigraph, an early sound recording device. The waves symbolized radio waves, while the stars represented the ether of the evening sky through which the radio waves would travel.

In 1930 it was the first time that the four stars flanking the three waves were placed together in a circle. After that, the stars and waves started appearing on radios and gramophones, featuring this circle as part of their design. Gradually the use of the circle emblem was then extended to advertising materials and other products.

In 1938, the Philips shield made its first appearance. Although modified over the years, the basic design has remained constant ever since and, together with the wordmark, gives Philips the distinctive identity that is still embraced today.

Marketing the brand PHILIPS

Video : This is how they market their brand

Global Ranking

Pubic Relation Activities

A Partnership between Philips & Saks 5th Avenue / “The Snowflake Spectacle”

Brand Promise

In a world where complexity increasingly touches every aspect of our daily lives, our innovations will lead in bringing sense and simplicity to people.

Our brand promise “sense and simplicity” encapsulates our commitment to intimately understand the needs and aspirations of consumers and customers in order to deliver innovative solutions that are advanced and easy to experience.

Delivering “sense and simplicity”

It is the combination of two unique capabilities that enables us to deliver on our “sense and simplicity” promise. These capabilities are firstly, by understanding people and secondly, technology integration and product design.

We put our end users front and center of product innovations starting with understanding their needs and aspirations.

We use best-in-class research facilities and agencies to validate and ensure that our product innovations are designed around people’s needs and aspirations, easy to experience and advanced.

SWOT AnalysiS

Strengths Effective communication

High R&D

Innovation

Loyal customers

Strong brand equity

LED Technology

Copyrights Patents

Strongest company in the market before General Electric

sWOT

AnalysiS

Weaknesses Weaker Distribution network than Competition

Price

The inability to get product to market first

Competitive leadership

Almost Dutch-only corporate level

sWOT AnalysiS

Opportunities Government regulations and Green Push

Increasing industrialization of developing countries

more electrification

higher demand for (sustainable and energy saving) lightning

sWoT AnalysiS

Threats Competition

Cheaper technology

Economic slowdown

Exchange rate fluctuations

Lower cost competitors or imports

Price wars

Brand Licensing

The Philips brand is one of the most highly recognized and trusted brands in the world. Brands cannot be built overnight, and our on-going investments and marketing efforts have ensured continued growth of our brand momentum year-on-year.

Philips proposes a Brand Licensing Program to partners that are keen to leverage the Philips brand to take on the challenge in delighting consumers with “sense and simplicity”.

Becoming a Philips brand licensee provides the access to tap into our worldwide brand advantage.

Campaigns

Philips aims for scale in mobile ad campaign via Weather Channel

Philips ran a mobile campaign within The Weather Channel’s mobile properties to let consumers learn more about its Wake-up Light for daylight savings.

The banner-ad campaign ran for a five-day countdown to daylight savings time. The Weather Channel claims that this was its first-ever countdown on mobile.

Cont. . . Philips launches global ad

campaign by iris

Philips LHED Campaign

When Philips wanted to launch an integrated campaign for its state-of-the-art irons, it asked iris to come up with some cut-through creative that would appeal to its target market

Philips unveils latest wave of brand advertising campaign

Campaign continues to underline company's commitment to ''sense and simplicity''

Thanks TO:

http://www.philips.com/global/index.page

Done by

Mohamed Junaid. M