Philips Worlwide
International Marketing Strategy: Philips Case
1: What are the key success factors (KSF’s) in the male shaving market? How are they different from the female shaving market?
2: How can Philips increase the worldwide share of ”dry shaving”? 3: How will you characterize and explain the cross-national advertising ”rowing boat” campaign? 4: Who are the target groups for the:
a) ”rowing boat” advertising campaign
b) ”gift” advertising campaign
c) WilliansF1 advertising campaign 5: What is the difference in the cooperative relationship that Philips has with Nivea (Cool Skin) and that with WilliansF1? 6: Discuss the internet as a part of a multiple distribution channel strategy for Philip shavers
Introduction:
- Philips is a dutch diversified technology company headquartered in Amsterdam, Netherlands. The brand was founded in 1891 by Gerard Philips. Now, it is one of the largest electronics companies in the world (People: 122.000 - Countries: 60)
- Currently, the brand “Philips” is organized in three divisions: - Philips consumer lifestyle - Philips healthcare - Philips lighting
Key Datas:
- Chairman: Jeroen Van der Veer
- Revenue: About 25 billions of Euros.
- Collaboration: Nivea in 1998 (The Cool Skin)
- Sponsor: PSV Eindhoven football team
- Motto: Sense and Simplicity
Major Inventions of Philips:
- Audio Tape (1963)
- Compact Disc with Sony (CD - 1982)
- Senseo (Coffee machine - 2001)
- Blu-Ray Disc with Sony (2006)
1) What are the key success factors (KSF’s) in the male shaving market? How are they different from the female shaving market?
Philips, the market leader in dry shaver owes its success to a mix of different elements . First of all, the research and development department offers innovations enabling the brand to market different new products all in line with consumer needs . Therefore , the consumer feels the difference and more prone to
1: What are the key success factors (KSF’s) in the male shaving market? How are they different from the female shaving market?
2: How can Philips increase the worldwide share of ”dry shaving”? 3: How will you characterize and explain the cross-national advertising ”rowing boat” campaign? 4: Who are the target groups for the:
a) ”rowing boat” advertising campaign
b) ”gift” advertising campaign
c) WilliansF1 advertising campaign 5: What is the difference in the cooperative relationship that Philips has with Nivea (Cool Skin) and that with WilliansF1? 6: Discuss the internet as a part of a multiple distribution channel strategy for Philip shavers
Introduction:
- Philips is a dutch diversified technology company headquartered in Amsterdam, Netherlands. The brand was founded in 1891 by Gerard Philips. Now, it is one of the largest electronics companies in the world (People: 122.000 - Countries: 60)
- Currently, the brand “Philips” is organized in three divisions: - Philips consumer lifestyle - Philips healthcare - Philips lighting
Key Datas:
- Chairman: Jeroen Van der Veer
- Revenue: About 25 billions of Euros.
- Collaboration: Nivea in 1998 (The Cool Skin)
- Sponsor: PSV Eindhoven football team
- Motto: Sense and Simplicity
Major Inventions of Philips:
- Audio Tape (1963)
- Compact Disc with Sony (CD - 1982)
- Senseo (Coffee machine - 2001)
- Blu-Ray Disc with Sony (2006)
1) What are the key success factors (KSF’s) in the male shaving market? How are they different from the female shaving market?
Philips, the market leader in dry shaver owes its success to a mix of different elements . First of all, the research and development department offers innovations enabling the brand to market different new products all in line with consumer needs . Therefore , the consumer feels the difference and more prone to