case philips
1) What are the key success factors (KSFs) in the male shaving market? How are they different from the female shaving market?
Key success factors for male and female shavers are based on constant superior product innovation, marketing and brand building, product quality and establishing long-term relationships with customers, retailers and suppliers. In particular research and development have been represented for Philips the two key success factors to growth. Indeed, Phillips’s sales increased when the new rotating round head was introduced, and again with the introduction on the two-headed model, called “Egg, the Philishave 3, and introducing the CoolSkin with Nivea moisturizer. Also marketing represents, a critical key success factor: trough marketing campaigns Philips must communicate to the consumers not only the better quality of its product, but also its image, by trying in this way to keep a client a faithful customer, to convert the non-users, to enhance the level of use, and finally to increase sales.
Through its marketing campaign Philips promotes its product as a top of mind by communicating the two principal key success factors: easy of use and speed . This can be illustrated by the electronic technology of the cordless shavers introduced in the 1980s. Not only the easy of use and the speed have been represented the two principal success factors: indeed, also skin and cut protection are two key factors for Philips products, which contributed to improve the image of its product, by giving to the final customers a better and more comfortable shaving.
Philips have realized a critical brand positioning of its product through a diversification strategy which allows to separate men and woman shavers . Product shelf space, packaging, marketing message and product designs have been studied more carefully. Furthermore, women shavers require more innovative designs to enable easier body reach and handling. As a consequence, women bodies need more time than
Key success factors for male and female shavers are based on constant superior product innovation, marketing and brand building, product quality and establishing long-term relationships with customers, retailers and suppliers. In particular research and development have been represented for Philips the two key success factors to growth. Indeed, Phillips’s sales increased when the new rotating round head was introduced, and again with the introduction on the two-headed model, called “Egg, the Philishave 3, and introducing the CoolSkin with Nivea moisturizer. Also marketing represents, a critical key success factor: trough marketing campaigns Philips must communicate to the consumers not only the better quality of its product, but also its image, by trying in this way to keep a client a faithful customer, to convert the non-users, to enhance the level of use, and finally to increase sales.
Through its marketing campaign Philips promotes its product as a top of mind by communicating the two principal key success factors: easy of use and speed . This can be illustrated by the electronic technology of the cordless shavers introduced in the 1980s. Not only the easy of use and the speed have been represented the two principal success factors: indeed, also skin and cut protection are two key factors for Philips products, which contributed to improve the image of its product, by giving to the final customers a better and more comfortable shaving.
Philips have realized a critical brand positioning of its product through a diversification strategy which allows to separate men and woman shavers . Product shelf space, packaging, marketing message and product designs have been studied more carefully. Furthermore, women shavers require more innovative designs to enable easier body reach and handling. As a consequence, women bodies need more time than