Brand repositioning.
Philips.
It is a global company, so it has quite a lot of customers and requires global qualitative researches. Qualitative research implies working with small focus groups that included Philips' consumers and professionals (trade and opinion leaders, for example: hospital surgeons who use its scanning equipment). Furthermore, this research helps to find out a huge amount of detailed information e.g. current perceptions of the company and its products, the types of new products and the image that consumers would like to see Philips develop. As a tool of this research questionnaires and surveys are used to statistical analysis.
The results contained the following points:
- the customers suppose that they can "rely on Philip's products"
- these products "make life better"
Then the research showed that people want and need simple products. It extends to consumers in Healthcare, Lifestyle or enabling Technologies. Moreover, there is only one company called Apple that is very close to "sense and simplicity" and that has limited product variety.
An analysis revealed such minuses as not following the innovations and not having a sense of direction as competitors do.
Philips' new brand positioning intends more comfortable and more straightforward relationship with technology and with Philips, but inspire of customers' wishes the Technology Revolution does not make our lives easier, simpler and better. On the contrary, it makes things more complex.
Philips' new position 'sense and simplicity' is based on three foundations:
- 'Products are designed around you'.
- 'Products are easy to experience'.
- 'Products are advanced'.
Philips is becoming more popular on the market because of the needs of the customer. Advertising campaigns designed to communicate its repositioning exercise focused on a core target group, consisting of the 20% of rich people from 35 to 55 doing 80% of the buying. The company started to use new language - fresher, cleaner, more human. Every advertisement and insert that is used in the campaign tells part of a story. One advertisement reinforces another, so for example multiple insertions are used in consecutive TV commercial breaks.
Philips has always been associated with value for money high-tech products. However, in the past it would have benefited from having a stronger brand image.
The new strategy helps the people to better understand Philips as a consumer focused organisation that is continually providing appropriate simple-to-use solutions for everyday needs through the application of the latest technology.
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ReplyDeleteNext time we would prefer to see something new again as we know that you can do it, too :)