PHILIPS RESEARCH

Brand Repositioning and Communication

Created By : Isti Hartini

About Philips Gerard Philip (1891–1922) 2011–now : Frans van Houten

Philips' products were marketed under lots of names, using a range of different advertising approaches

Problem occurred!

How To Solve a Problem

Identify and test new routes for moving brand

forward

Check The Effectiveness of The

Chosen Routes

RESEARCH Qualitative & Quantitative 1650 Consumers and 180 corporate + BEAT (26000 Respondents)

80% (Age 35-55) “Affluent”

“Well Educated”

QUALITATIVE

• FGD (consumers and professionals)

• Detailed Information -> Perceptions

QUANTITATIVE

• Questionnaires and Surveys ( Consumers)

• Statistical Analysis of the results

Brand.Equity. Assessment.Tools

“The brand assets linked to a brand’s name and symbols that add to a product or service” Customer-based brand equity can be defined as the differential effect that brand knowledge has on consumer response to marketing of that brand

Brand Equity Evaluation model proposed by Aaker and Joachimsthaler (2000)

Finding on Philips Research

Strength

• Philips has Development of New and Exciting Products •“Philips Products are Reliable” •“High Quality Products and Services”

Weakness

•consumers felt that Philips does not lead on innovation •professionals felt that Philips did not have as clear a sense of direction as some of its rivals. •Customers are asking simplicity in lives and dealing technology

A Challenge of a clear and focused position of Philips’ Brand.

Brand Repositioning

1 • Philips Research’s Result:

• Customers are asking simplicity in lives and dealing technology

2 • Technology Revolutions:

• Message : Tech as an easier, simpler, better

3 • Philips’ Visions:

• Always Put Customer first.

4 • Philips’ New Position as “Sense and Simplicity”

Brand Repositioning

Designed around you

• Bring Benefits Dental hygenist to home and daily basis

Easy and Convenient

• Shut off after 2 minutes

• Effective

Advanced

• Cleans better and safely

• It uses the power of sound waves

Products & Services

Communicating the Brand Positioning

Communicating the Brand Positioning

Communicating the Brand Positioning

Communicating the Brand Repositioning

Clear Communication as the essences To reach relevant target audience New position As a Whole.

The Concept of Advertising Campaign “Simplicity”

1. Use Different Language “Fresher, Cleaner, More Human”

2. One Advertisement reinforces another (multiple insertions)

3. Global scope 4. Existing products blend in with new brand

positioning 5. Target: consumers, Philips' employees, the media

and the marketing community

Via Broadcast, Print, Online

(integrated PR activities, TVC, Internet, poster, Launching Event)

Netherlands, Germany, France, Italy, UK, USA and China.

Conclusion of Research

Brand Image already Strong! However, “Sense and Simplicity” show the Consumer Focused on Phillips’ Side.

Strong Brand

Appropriate Repositioning

One Phillips

Inappropriate Repositioning

Rank 65 of Brand Value

Rank 42 of Brand Value Sense & Simplicity

Weak Brand

Source: www.businesscasestudies.co.uk www.youtube.com http://www.philips.co.id/