Philips – Marketing - Essay Example

Philips began manufacturing carbon-filament lamps and had become one of the largest producers In Europe. After the industrial revolution In Europe, Phelps’ first research laboratory started Introducing Its first Innovations In the x-ray and radio technology. Even before the start of the First World War, Phelps ad established marketing companies in the united States of America and France. In the sass, the company expanded to new territories. In the mid-sass, Philips’ research labs were involved in the development of radio and television technology.

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The company introduced its first radio in the year 1927 and after a span of five years it sold about a million radios. In 1 930, the company started using the star and waves logo on radios and gramophones. In 1933, it started manufacturing x-ray equipment in the US. In 1939, it launched electric shavers. By this time, Philips employed as many as 45,000 people worldwide. It has a very diverse range of products such as coffee makers, silicon chips, cancer screening systems etc.

Philips has been a leader In Innovation of various electronics since It has been shaver, Audio cassette, Video cassette recorder, Compact disc and Energy saving lamps. During the sass, Philips’ business activities were growing at a rapid pace and thus the company wanted to find a trademark which would uniquely represent Philips and also to avoid any issues with other firms trying to copy its activities. Hence, it came with the combination of the Philips circle and the word mark within the shield emblem.

While later it had been consistent in its advertisements and communicated differently to the outside world. The sass was a very crucial period for the electronics industry due to which various changes took place worldwide such as, it was a phase of high growth for the consumer electronics market, many innovative new products which were major introduced by Philips such as Vicars and CDC and also new entrants in the industry were entering for the first time and hence were underestimated.

During the ass Philips had gone through a serious financial crisis posing a real threat to the future of the business. Hence, there was a change in dervish then as Jan Timer was appointed as the Chairman who further embarked upon a reappraisal of the inefficient structure of the company. The industry was experiencing rapid changes as many companies were coming out with better quality products with higher reliability and value for money. The major competition for Philips was companies from Japan.

Such companies offered products at lower prices, particularly TV sets, as they gained economies of scale which in turn provided those advantages in volume production. Companies like Thorn and RCA were eliminated from the market which left Europe with Thompson (France) and Philips only as major consumer electronics companies. This was a very difficult time for Philips. It was surviving only because it continued to innovate in order to face the threats and challenges it was facing by its competitors.

But gradually it lost touch with the market which also reduced shareholder returns and share values. Until the mid-ass all marketing activities were carried out at product level on a local market basis. This brought in many different campaigns which did not represent Philips as a global company and thus to establish a global presence it introduced the iris global campaign in 1995 under the tagging “Let’s make things better”. This campaign also brought a feeling of togetherness within the company and its employees.

In 2004, Philips launched a “sense and simplicity’ brand promise through which the company wanted to convey that it provides products which are designed around the consumers and are also easy to experience as well as advanced. In 2008, Philips was ranked the 43rd most valuable brand in Integrand’s 2008 ranking of best global brands and also its estimated value increased by 8%. PHILIPS IN INDIA Philips began its operations in India at Kola in 1930. It was established as Philips Electrical Co. (India) Pet Ltd with a staff of 75 people.

It started off with a sales outlet of Philips lamps imported from overseas. The first Philips India lamp-manufacturing factory was set up in 1938 in Kola. Further, Philips decided to produce radio receivers in India in order to make such products widely available for the Indian Kola. This product was performing well in the market and this was a major point when Philips started developing and grows in the world of electronics. In 1957, the company was converted into a public limited company and was renamed Philips India Ltd.

In 1959, another radio factory was established near Pun. In 1963, Philips invented the compact audio tape cassette and thus the consumers on India were exposed to this high-tech invention. On 3rd April, 1965, Philips completed one million radios in India. Philips in the same year pioneers the concept of son-et- lumpier shows in India with the installation of such a lighting and electro-acoustic system at the Red Fort in Delhi. In 1982, Philips brought the color television transmission to India.

The next year it launched Compact Discs and changed the way the world listened to music. In 1985, Philips inaugurated its consumer electronics actors at Salt Lake, Kola. In 1993, Philips launched its domestic appliance business in India. In 1996, Philips Software Centre was established in Bangor. In 1998, Philips launched Flat Televisions and CD recorders which were the firsts in India. Throughout the 19th Century, Philips continued to provide high-tech innovative products with the renowned stamp of quality.