Home >> Marketing >> Article

Philips launches fisio. To adopt an integrated marketing approach

21-June-2002
Font Size   16
Philips launches fisio. To adopt an integrated marketing approach

With speedy connectivity and personalization as the new buzzwords in today’s wireless world, Philips India, yesterday announced the introduction of its new mobile phones portfolio with the launch of its fisio range.

Speaking on this initiative, Rajeev Karwal, Senior VP, Consumer Electronics, Philips India says, “Through the fisio range, we have entered the fast growing mobile phones market in India and I am confident that mobile phones will capture a sizeable share of the Rs 2,000 crore plus Indian mobile phones market, which is growing at a rate of 70% per annum.” The fisio range includes three models (ranging between Rs. 5995 to Rs. 21995) with various features including colour screen, downloadable screensaver and wallpaper.

“Mobile Phone marketing is all about converting product features into benefits that consumer aspires for. The grammar of communication is surely lifestyle based. Also in this category, touch and feel of the product is very important. So we have adopted an integrated marketing approach to reach out the customers beyond mass media. After the initial awareness exercise through mass media, we will reach and touch the consumer through events, road shows and product placements”, says Rupam Ganguly, GM-Consumer & Trade Marketing, Consumer Electronics, Philips India.

For the current year 02, Phillips has allocated a media budget of Rs 4-5 crores. This is in line with their international advertising to sales ratio. “We have earmarked 4.5% of our sales to advertising. This is in line with our international corporate practice. At Phillips, we don’t cross subsidize our new products. If they are good, they work for themselves,” says Ganguly.

The advertising campaigns for the fisio range will be done through local media to hit the town today. “We are not looking at creating the creatives in India. We will run the international ads which are done out of our Singapore office. Going forward, our agency HTA will take care of the local execution of the languages ”, added Ganguly.

So, what are the expectations from this launch? “The current market size is 1.7%. This year we hope to capture 3.5% of the market and by 2003, we expect to have annualize market share of 5%”, says Karwal.

Seems like Philips is all set for fisio talking!

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Radio Mirchi maintained its top spot while Fever FM replaced Big FM at the second spot in Kolkata

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Venkat brings with him over 20 years of extensive experience of working in media, creative, cultural and knowledge industries on several international projects in over 30 countries.