Research Paper on Philips

Chapter 1: Introduction

1.1        Company

(i) _        Company Background 

        Philips, a manufacturing company originally founded in Amsterdam, Holland, has been active in Malaysia since the late 1930’s. The business activities of the Philips Group of Companies in Malaysia originally included manufacturing, exports, local sales and marketing. In 1960, Philips Malaysia, which was incorporated initially, sold light bulbs through appointed agents. By 1970s Philips had taken over marketing operations and expanded its range of products. Today, having established a reputable name in various industries which include lighting, healthcare and consumer lifestyle, the business activities of the company consist of sales, marketing, technical and application support.

        Philips is organized into three main divisions: Philips Consumer Lifestyle (formerly Philips Consumer Electronics and Philips Domestic Appliances and Personal Care), Philips Healthcare (formerly Philips Medical Systems) and Philips Lighting. As of 2012 Philips was the largest manufacturer of lighting in the world. The company sold the bulk of its remaining consumer electronics operations to Funai Electric Co, but on 25 October 2013, the deal to Funai Electric Co was broken off.

        In Malaysia, Philips is committed to a market-driven approach for the company to make high quality and reliable technology available to all consumers regardless of income in order to improve the quality of people’s lives. Philips ambition is to expand its position in the Asia Pacific. A key to Philips success and goal is the need to grow in China, India and ASEAN, where Philips views ASEAN as a single integrated market of which Malaysia plays an important role.

(ii) _        Different Product Markets By The Company

Healthcare

      A leading supplier of diagnostic imaging and patient monitoring devices, Philips Healthcare delivers one of the world's most robust portfolios of medical equipment for faster and more accurate diagnosis and treatment. In Malaysia Philips has supplied the MRI, CT scan and Cardiovascular systems, as well as the latest Patient Monitoring Systems and Ultrasound and HeartStart Defibrillator to some of the renowned private and public hospitals in the country. Philips is also the local market leader in cardiovascular, patient monitoring and echocardiography systems. Philips Malaysia is also renowned in providing excellent after sales service by a team of well-trained and experienced engineers.

Lighting

        Philips is No.1 in the global lighting market, a position supported by leadership in innovation combined with a systematic approach to seeking out new market opportunities. Products include a full range of halogen lamps, compact and normal fluorescent lamps, high-intensity gas-discharge and special lamps, fixtures, automotive lamps and LED lights.

Consumer Products(Consumer Electronics)

        Philips is one of the world's top three consumer electronics companies, with a range of products designed to enhance consumers’ everyday lives. While in Europe and Asia, Philips has made its mark as the largest manufacturer of VCRs. Locally, Philips consumer electronics’ products are sold through big retail companies and hypermarkets and offer compatible prices. In a recent GFK report, Philips was ranked first for DVD and Flat TV.

1.2         Product background  

(i)        Established in the market

[pic 1]

Figure 1 :Philips Shield Logo

        The Philips shield trademark made its first appearance in 1938 while the waves and stars design first appeared in 1926. The company wanted to find a trademark that would uniquely represent Philips, but one that would also avoid legal problems with the owners of other well-known circular emblems. This wish resulted in the combination of the Philips circle and the wordmark within the shield emblem. The waves symbolized radio waves, while the stars represented the atmosphere of the evening sky through which the radio waves would travel. Later, these two elements were placed in a circle, apparently symbolizing the Earth. In 2013, the design of the Philips shield was modernized for use in digital and mobile channels, while retaining its heritage of the stars and waves.

(ii)        Brand identity for the selected brand

Slim LED TV 81 cm (32") HDTV

        The Philips Slim LED TV 81 cm (32") HDTV 32PFL3008S is a specially designed television that combines advanced technology with a superior viewing experience. It comes with many useful and interesting features such as, USB pods for multimedia playback, PC Input settings, two HDMI input for integrated connectivity, and 100Hz Perfect Motion Rate (PMR) for clear motion sharpness. Other special functions include the Digital Crystal Clear system designed to enhance picture quality, the Clear Sound function which promises a sharp and clear sound feedback to viewers, and the LED TV screen which is able to present images with incredible contrast. The dimensions for the slim LED TV 81 cm are 75 mm in depth,504 mm in height, and 732 mm in width.

Chapter 2: Analysis of marketing strategy

2.1 Product strategy

2.1.1 Product Classification

        The Philips 3000 series LED TV 81cm (32’’) HDTV 32PFL3008S is classified as a consumer product as it is a product acquired by final consumers for their own personal use. Within the four categories of consumer products, the product is further classified under the category of shopping products since it is less frequently purchased by customers who need to plan and compare between brands before buying. Moreover, customers will compare the product with other competing brands like Samsung, Toshiba, and Panasonic in terms of price, quality and style. Lastly, the product is also sold under selective distribution in fewer outlets such as Seng Heng and HLK compared to convenience products.

2.1.2 Product and service decision

Product attributes

        The Dimension for the Philips 3000 series LED TV are 75 mm of depth, 504 mm of height and 732 mm of width. The brightness for it is 300cd/m2.The weight of product is 6.6 kg.The product’s color is black to present elegant and urban images. The level of performance for the Philips 3000 series LED TV are customer can use it as a PC monitor, digital crystal clear to enhance picture quality, hear every word with clear sound and USB for multimedia playback which can connect to a USB memory-stick, digital camera and MP3 player to the USB port at the side of the TV to enjoy photos, videos and music. It also has power saving features which includes an auto switch-off timer. The design of the diagonal screen size (metric) is 81cm and the diagonal screen size (inch) is 32 inch and also has digital Crystal Clear for extremely vivid images combined with a minimalist TV design.