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6.

Approach to positioning the brand The approach I recommend is not to position the product but to anchor the positioning strategy around key consumer applications. From these positioning anchors Philips can grow its future product range. (a) Arena Consistent global image

High

Serious contender in consumer electronics

Brand Equity

Desired by young trend Generalist image Wide range Not a market leader Not modern

Specialist image in selected product camps

Low

Fragmented global image

TODAY

FUTURE POSITION

Explanation : Philips must reiterate its core value to current customers Philips should seek to position itself as a total solution provider Philips must reinforce its customers awareness of the breadth and depth of its current products while maintaining a competitive pricing policy We need to continue our image of a specialist in the global market. We need to reinforce this position further.

(b)

Vehicle - General Strategy for re-positioning If Philips wants to lead in the global market, it needs to begin now by demonstrating to the market its innovativeness and expertise in providing an integrated technology. Philips should therefore anchor its brand recognition onto specific areas of expertise. This will make Philips a different brand as compared to others. Based on the above proposed strategy, the key step in repositioning or reinforcing the current position of Philips is to develop product clusters where customers associate Philips with specific areas of expertise

Critical elements of success

Cost Leadership

Differentiation

Cost Focused

Differentiated Focus

Should strive to be here!

Explain how you would use the differentiated focus here. It would be good if you could show how the value chain activities will reconfigured to achieve this position. (REMEMBER : You DO NOT need to address all the activities in the value chain; just those that will help you in achieving the differentiated focus).

.(c)

Differentiator The key messages in our efforts to reposition our brand must capitalise on our brand values and intended (re)positioning strategy. The message context must be towards achieving a position of being a global company but carrying forward the heritage of our company in the market. We need to build core values into the Philips name and differentiate it effectively. Elements of brand personality Brand credibility Brand association Promotions Tasks Leverage from our companys long history Educate customers about our total product range Core competences developed for current products must be carried forward and associated with all future products Brand recognition Brand positioning Increase marcom budget create higher share of voice Quality Value for money Solutions Provider Global to

(d)

Staging I see 2 possible platforms of our planned marcom strategy : Philips is committed to improving standard of living by constantly producing quality products throughout all markets. This will reinforce the Lets campaign

Platform 1 (Short term : beginning 1999 through to 2000)

Philips provides complete and integrated solutions convergence of our technology across all products

Platform 2 (Longer term : 2000 onwards

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