Philips - Marketing
EXECUTIVE SUMMARY
This is a project report on Philips and its entry in the Indian market. This report gives a brief introduction about the history of Philips and how it entered the Indian industry. It also includes the key inventions of Philips for which it is known worldwide. Philips started a campaign named ‘Let’s make things better’ in 1995 which wasn’t a success till the extent Philips expected it to be. This campaign basically focused on providing quality products in order to achieve a tag of customer satisfaction. After this campaign, it also launched another campaign in 2003 named ‘Sense and Simplicity’ which focused majorly on providing high-tech and user friendly products to its audience. Philips is a market leader in the lighting industry in India and also the health care worldwide. It has also started focusing on small technological devices to target the youth basically. Further, this report deals with whether the change in Philips products work would help Philips to rejuvenate its faded glory.
"Many companies recognize the role of design-led innovation. But we at Philips have gone one step further with a special differentiator in this area: we believe in simplicity-led design...which is our springboard to even greater innovation."3
- Gerard Kleisterlee, President and CEO, Philips, in January 2006
ABOUT THE COMPANY
Philips is one of the world’s leading electronics companies. The foundations of Philips were laid in 1891 when Anton and Gerard Philips established Philips & Co. in Eindhiven, the Netherlands. Philips began manufacturing carbon-filament lamps and had become one of the largest producers in Europe. After the industrial revolution in Europe, Philips’ first research laboratory started introducing its first innovations in the x-ray and radio technology. Even before the start of the First World War, Philips had established marketing companies in the United States of America and France. In the 1920s, the company expanded to new
This is a project report on Philips and its entry in the Indian market. This report gives a brief introduction about the history of Philips and how it entered the Indian industry. It also includes the key inventions of Philips for which it is known worldwide. Philips started a campaign named ‘Let’s make things better’ in 1995 which wasn’t a success till the extent Philips expected it to be. This campaign basically focused on providing quality products in order to achieve a tag of customer satisfaction. After this campaign, it also launched another campaign in 2003 named ‘Sense and Simplicity’ which focused majorly on providing high-tech and user friendly products to its audience. Philips is a market leader in the lighting industry in India and also the health care worldwide. It has also started focusing on small technological devices to target the youth basically. Further, this report deals with whether the change in Philips products work would help Philips to rejuvenate its faded glory.
"Many companies recognize the role of design-led innovation. But we at Philips have gone one step further with a special differentiator in this area: we believe in simplicity-led design...which is our springboard to even greater innovation."3
- Gerard Kleisterlee, President and CEO, Philips, in January 2006
ABOUT THE COMPANY
Philips is one of the world’s leading electronics companies. The foundations of Philips were laid in 1891 when Anton and Gerard Philips established Philips & Co. in Eindhiven, the Netherlands. Philips began manufacturing carbon-filament lamps and had become one of the largest producers in Europe. After the industrial revolution in Europe, Philips’ first research laboratory started introducing its first innovations in the x-ray and radio technology. Even before the start of the First World War, Philips had established marketing companies in the United States of America and France. In the 1920s, the company expanded to new
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