Post on 22-Nov-2014
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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/