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Making things better to simpler – Philips adopts new positioning

14-September-2004
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Making things better to simpler – Philips adopts new positioning

From an endeavour to make things better to an innovation adhering to simplicity – Philips is adopting an all-new positioning with a rephrased commitment. ‘Let’s make things better’ – the decade-old brand promise of the electrical and electronic goods conglomerate will now read ‘Sense and Simplicity’.

An official communiqué from the Amsterdam-headquartered Royal Philips Electronics, released on Monday, informed that the company would spend € 80 million on a new and innovative advertising campaign to convey its message with the new positioning across customers around the world.

Referring to the new brand promise, Gerard Kleisterlee, President and CEO, was quoted as saying, “Philips is not the only technology company to grasp the need for simplicity. Others may aspire to be more fashionable, more cool. Our route to innovation isn’t about extra complexity – it’s about simplicity. Be it healthcare, lifestyle or technology – Philips already has many proof points of simplicity in every domain and we would highlight some of these in our new advertising campaign. The challenge before us is to further realign our company to deliver on our new brand positioning in each and every aspect of what we do and make.”

On being asked about the significance the new positioning would hold for the Indian market, an official spokesperson at a press conference in Delhi on Monday, said, “Philips is completing 75 years in India. The tag line is a new brand promise. We will be communicating the change to the Indian consumers that it will be simpler for you. The journey has just begun.”

The advertising campaign, as per the release, would focus firmly on a core target group consisting of the 20 percent of people who do 80 percent of the buying, typically affluent decision-makers in the 35-55 age range and A/B+ category who share a dislike for the unnecessary hassle often created by technology. However, the campaign would not take India in the thrust areas. “Indian market is not a part of our immediate advertising campaign territory,” mentioned the spokesperson.

Jointly developed by Philips’ global advertising partner DDB and media buying agency Carat, would be run on broadcast, print and online media in the Netherlands, Germany, France, Italy, the UK, the US and China.

Alongside the global advertising campaign, Philips also re-launched the company website www.philips.com. The newly designed website ties up all the 56 country-specific websites and offers information in 30 languages.

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