International Marketing Strategy: Philips Case

1 What be the key success incidentors (KSFs) in the male paring marketplace place? How are they antithetical from the female shaving market? 2 How shadower Philips increase the ecumenic administer of run dry out shaving? 3 How forget you characterize and explain the cross-national advertizement wrangle boat campaign? 4 Who are the target groups for thea) dustup boat advertising campaign b) gift advertising campaign c) WilliansF1 advertising campaign5 What is the difference in the cooperative relationship that Philips has with Nivea (Cool Skin) and that with WilliansF1? 6 Discuss the internet as a fiber of a multiple distribution channel strategy for Philip pincersIntroduction Philips is a dutch diversified technology connection headquartered in Amsterdam, Netherlands. The check was founded in 1891 by Gerard Philips. Now, it is one of the largest electronics companies in the world (People 122.000 Countries 60) Currently, the brand Philips is organized in trine divi sions Philips consumer lifestyle Philips healthcare Philips lightingKey Datas Chairman Jeroen Van der Veer Revenue About 25 billions of Euros. collaboration Nivea in 1998 (The Cool Skin) Sponsor PSV Eindhoven football team Motto Sense and SimplicityMajor Inventions of Philips Audio Tape (1963) beseech Disc with Sony (CD 1982) Senseo (Coffee machine 2001) Blu-Ray Disc with Sony (2006)1) What are the key success factors (KSFs) in the male shaving market? How are they different from the female shaving market?Philips, the market leader in dry s establishr owes its success to a mix of different elements . First of all, the research and development department offers innovations enabling the brand to market different new point of intersections all in line with consumer needs . Therefore , the consumer feels the difference and to a greater extent prone to change. They speak of a rassage more comfortable , without irritation , no nicks , no cuts Thanks to advance(a) technology Philips managed to reduce boundaries amongst change and dry shaving and thus seduce advantage of consumers. In addition, Philips emphasizes the saving of time and cost savings that can bring dry s curbr.Secondaly, thanks to its unions with brands such as Nivea and WilliamsF1, Philips managed to fill known its products but besides to associate with brands whose sign brands allows it to attract many consumers, but also to benefit from a high visibility at sporting events such as F1 races. Also, thanks to its partnership with Nivea, Philips seems to involve a brand for comfort and hydration during shaving. So we can say that thanks to two even outs, consumers interpret a high satisfaction it gives to Philips a significant advantage everyplace its competitors. On the womens market, it is completely different because women are more receptive to the design and sensitivity of shavers. The womens market requires more advertising and promotions. Indeed, this is explained by the fac t that the shaver women remains a touchy subject compare to the man market.2) How can Philips increase the worldwide share of dry shaving?The brand Philips must increase the worldwide share of dry shaving thanks to four points The first one, Philips must concentrate the efforts on the Asia Market Some of countries, in Asia, have a very unwavering growth like China and India China Increase of 67.5 % since 2009 (Male toiletries) India Increase of 63.6 % since 2009 (Male toiletries) Philips, have to spend more in Asia market (The brand spend five times more in USA than in China. The market position in Asia is a weakness currently. The second point is to draw out to innovate. Indeed, we can see that Philips has a real strong competitors like Braun, Panasonic, Remington. Its very important for a brand to innovate a lot. The customers must see clearly a difference between the disused and the new shaver. People always want A new product. We can see in the history of Philips, that the shavers improved a lot. Some datas 1939 First Philipshaver was introduced 1966 Philipshaver 3 Another generations 1998 Collaboration with Nivea Philips has two options for a product innovations 1) Development of a new product (With Marketing Analysis) 2) Improvement of existing products (Technical abilities) The third point for Philips is to target the young stack To be their first experience To make out them loyal to the brand Philips can launch a targeting advertising campaign (Distribution in front of the schools) The last point is to take shares from the wet shaving Wet shaving world shares 60% Dry shaving world shares 40% focalization that dry shaving avoid irritation, nicks and cuts in advertising campaign.3 How will you characterize and explain the cross-national advertising rowing boat campaign?We can see in advertising boat Boat campaign whatever important informations First of all, this campaign was launched for many countries (USA United Kingdom Germany a nd Spain) We can see that the advertising is targeting hands Athletic men We can see the competition and some symbolizes related with the brand Philips Three rotating blades The body of water symbolizes the skin Very exclusive sport Top of the market (Philips)4 Who are the target groups for thea Rowing boat advertising campaignThis advertising campaign is basically for young men, we can see four rowers in the boat. We know that young men use mainly wet shaving, on this ad Philips tries to render them that dry shaving is for us too. Then, We can say that it is for people with middle or high incomes, indeed rowing sport is basically for people who have a comfortable situation. To continue, This advertising aims to affect sportsmen, active people who take care of their body.b Gift advertising campaignThis advertising aims to affect women and especially wives. There are three rings linked with the three rotary heads. In fact, this ad tries to make women realize that the equival ency of a wed rings for a men is a dry shaver (Philips). It implies a new kind of introduce for men and a new way to think. It is usually launched during Chrismas or Birthdays.c WilliansF1 advertising campaignFinally, this advertising want to make it people who love sport, cars but not common cars, very performing and fast cars. It implies that Philips shavers have the aforementioned(prenominal) characteristics than F1 racing cars. There is also the use of an opinion leader in the person of the F1 Driver. This advertising will have a massive tv effect.5 What is the difference in the cooperative relationship that Philips has with Nivea (Cool Skin) and that with WilliansF1?The relationship between Philips and Nivea brought a new product in a new market segment. It was the opportunity for Philips to widen its product range and for Nivea to differenciate its products. Basically, the relationships goal was to make a common product, to unite Philips and Niveas know-how in one product to make an innovative product (strategic partner). In comparison, The relationship with WiliansF1 was different, it was sponsorship. Philips wanted to unite its image to the F1s image which means that Philips wanted to take profit of the popularity of F1 (brand endorsement), increase its awareness, strengthen its image and to show to people that the F1 characteristics (Fast & performing cars, precision, excellence) are the reflection of Philips products.6 Discuss the internet as a part of a multiple distribution channel strategy for Philip shaversAdvantages Adjusted advertisement Direct feedbacks from customers Availability of products all over the world Possibility to have a direct relation with customers Viral marketing, people will share on their walls, will like or comment Philips publication & ads Multi channel strategyDisavantages People can make negatives posts on their websites & social network pages Philips has to be always in the trend, its pages cannot be old fashio ned and Philips has to make posts regularlyConclusionAs a conclusion we can say through continuous innovation Philips managed to impose on the market shavers . Indeed, the technologies proposed by Philips is fully in line with the needs of consumers faster and more sensitive shaving. Moreover, the selection of partners and advertising remains important because these through these that Philipse vehicle values and attracts a growing number of consumers. The interpretation of the communication strategy by country reveals that Philips puts particular emphasis on the needs of local consumers. Finally, Philips should stress on the Asian continent because some developing countries such as China and India has a fast growing enabling Philips to increase its turnover and increase its superiority over more its competitors.