Financial Daily from THE HINDU group of publications
Wednesday, Mar 30, 2005
Financial Daily from THE HINDU group of publications Wednesday, Mar 30, 2005 |
|
|
|
|
|
Marketing
-
Brands Philips plans to launch new brand campaign Our Bureau
Mumbai , March 29 PHILIPS India will launch a new brand campaign centred on the concept of `sense and simplicity' within two weeks. The brand building initiatives will focus on products offerings of Philips India rather than focusing on corporate branding. The creative strategy will also encompass all businesses of Philips, including healthcare, lifestyle and technology. "The intent behind the shift in our positioning was our ability to design products that were easy to experience. The brand positioning is more insight-driven rather than tech-driven," Mr Enderson Guimaraes, Senior Vice-President Head of Philips Global Marketing Management told Business Line. Royal Philips Electronics will spend 80 million euros in the first quarter of 2005 to bring its message to customers in 11 key markets around the world. In India, the investment is 2.5 million euros. Mr K. Ramachandran, Managing Director & CEO, Philips India, said: "Simplicity is what people expect of technology and we highlight it in our new advertising campaign. The challenge before us is to further align our company to deliver on our new brand promise in each and every aspect of what we do and make." The brand campaign will focus firmly on a core target group consisting of 20 per cent of people who do 80 per cent of the buying, typically affluent decision-makers in the 22-55 age range and SEC A and B who share a dislike for unnecessary hassle often created by technology. The campaign was developed together with DDB, Philip's global advertising agency, and media buyers Carat. It features existing Philips products that hit the new brand positioning.
Article E-Mail :: Comment :: Syndication :: Printer Friendly Page
|
Stories in this Section |
|
The Hindu Group: Home | About Us | Copyright | Archives | Contacts | Subscription Group Sites: The Hindu | Business Line | The Sportstar | Frontline | The Hindu eBooks | The Hindu Images | Home |
Copyright © 2005, The
Hindu Business Line. Republication or redissemination of the contents of
this screen are expressly prohibited without the written consent of
The Hindu Business Line
|