'International Marketing Strategy: Philips Case\r'

'1: What argon the call victor factors (KSF’s) in the mannish skimming mart? How ar they disparate from the egg-producing(prenominal) skim market? 2: How plunder Philips defy up the humanitywide bundle of ” juiceless skim”? 3: How impart you characterize and explain the cross-national denote ” run-in boat” advertize? 4: Who are the target groups for the:a) ”rowing boat” publicize campaign b) ”gift” advertize campaign c) WilliansF1 advertise campaign5: What is the difference in the conjunct relationship that Philips has with Nivea (Cool Skin) and that with WilliansF1? 6: dish antennauss the cyberspace as a part of a multiple distri yetion channel schema for Philip clawsIntroduction:†Philips is a dutch diversified engineering science company headquartered in Amsterdam, Netherlands. The stain was founded in 1891 by Gerard Philips. Now, it is wiz of the largest electronics companies in the world (Peop le: 122.000 †Countries: 60)†Currently, the stigmatise â€Å"Philips” is organized in ternion divisions: †Philips consumer lifestyle †Philips healthcare †Philips lightingKey Datas:†Chairman: Jeroen wagon train der Veer †Revenue: About 25 billions of Euros. †Collaboration: Nivea in 1998 (The Cool Skin) †keep going: PSV Eindhoven football team †Motto: finger and SimplicityMajor Inventions of Philips:†Audio Tape (1963) †Compact Disc with Sony (CD †1982) †Senseo (Coffee machine †2001) †Blu-Ray Disc with Sony (2006)1) What are the key success factors (KSF’s) in the male paring market? How are they different from the female shaving market?Philips, the market drawing card in dry shaver owes its success to a mix of different ele handsts . get-go of all, the research and develop workforcet department offers innovations enable the brand to market different rude(a) harvest-tides all in line wit h consumer of necessity . Therefore , the consumer feels the difference and to a greater extent given to change. They speak of a rassage â€Å" much satisfied , without irritation , no nicks , no cuts” thank to advanced technology Philips managed to reduce boundaries mingled with wet and dry shaving and thence seduce advantage of consumers. In addition, Philips emphasizes the providence of time and cost savings that mass bring dry shaver.Secondaly, give convey to its partnerships with brands such(prenominal) as Nivea and WilliamsF1, Philips managed to choose admitn its results simply also to associate with brands whose image brands allows it to get many consumers, but also to public assistance from a high visibility at lark abouting events such as F1 races. Also, thanks to its partnership with Nivea, Philips run intoms to involve a brand for comfort and hydration during shaving. So we dejection rank that thanks to two points, consumers evidence a high satis faction it gives to Philips a authoritative advantage everyplace its competitors. On the womens market, it is totally different because women are more undecided to the design and sensitivity of shavers. The womens market requires more advertizement and promotions. Indeed, this is explained by the fact that the shaver women remains a touchy crush compare to the man market.2) How tummy Philips ontogeny the world-wide share of ”dry shaving”?The brand â€Å"Philips” must increase the worldwide share of â€Å"dry shaving” thanks to four points:†The first one, Philips must stomach the efforts on the Asia Market †Some of countries, in Asia, have a very truehearted growth like china and India mainland China: Increase of 67.5 % since 2009 (Male toiletries) India: Increase of 63.6 % since 2009 (Male toiletries) †Philips, have to authorize more in Asia market (The brand spend five times more in USA than in China. †The market position in Asia is a helplessness currently.†The second point is to continue to innovate. Indeed, we layabout see that Philips has a real noticeable competitors like Braun, Panasonic, Remington. It’s very fundamental for a brand to innovate a lot. The customers must see clearly a difference between the old and the natural shaver. People always fate â€Å"A new fruit”. We back see in the history of Philips, that the shavers improved a lot.†Some datas: †1939: First Philipshaver was introduced †1966: Philipshaver 3 †other generations †1998: Collaboration with â€Å"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 3rd point for Philips is to target the young large number: †To be their first experience †To make them loyal to the brand †Philips whoremonger shew a targeting advertis e campaign (Distribution in front of the schools)†The last point is to seize shares from the wet shaving: †Wet shaving world shares: 60% †Dry shaving world shares: 40%Focus that dry shaving avoid irritation, nicks and cuts in advertising campaign.3: How leave you characterize and explain the cross-national advertising ”rowing boat” campaign?We can see in advertising â€Å"words Boat” campaign more or less alpha informations: †First of all, this campaign was launched for many countries (USA †get together Kingdom †Germany and Spain) †We can see that the advertising is targeting: Men †Athletic men †We can see the competition and some symbolizes related with the brand â€Å"Philips”: †Three rotating blades†The water symbolizes the jumble †Very exclusive sport †blanket of the market (Philips)4: Who are the target groups for the:a: ”Rowing boat” advertising campaignThis advertisin g 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 show them that dry shaving is for us too. Then, We can affirm that it is for mess with middle or high incomes, indeed rowing sport is basically for muckle who have a comfortable situation. To continue, This advertising aims to affect sportsmen, participating people who take care of their body.b: ”talent” advertising campaignThis advertising aims to affect women and peculiarly wives. There are three go linked with the three rotary heads. In fact, this ad tries to make women realize that the equivalency of a wedding rings for a men is a dry shaver (Philips). It implies a new kind of present for men and a new way to think. It is unremarkably launched during Chrismas or Birthdays.c: WilliansF1 advertising campaignFinally, this advertising want to reach people who love sport, cars but not roughhewn cars, very execute a nd fast cars. It implies that Philips shavers have the same characteristics than F1 cannonball along cars. There is also the use of an opinion leader in the person of the F1 Driver. This advertising will have a monolithic tv effect.5: What is the difference in the conjunctive 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 bring out its product range and for Nivea to differenciate its products. Basically, the relationship’s goal was to make a common product, to commingle Philips and Nivea’s 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 F1’s image which mode that Philips wanted to take profit of the popularity of F1 (brand endorsement), increase its awa reness, strengthen its image and to show to people that the F1 characteristics (Fast & performing cars, precision, excellence) are the notice of Philips products.6: Discuss the internet as a part of a multiple dissemination channel scheme 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 progeny & ads †Multi channel strategyDisavantages:†People can make negatives posts on their websites & affable network pages †Philips has to be always in the trend, its pages cannot be old fashioned and Philips has to make posts regularlyConclusionAs a conclusion we can say through continuous innovation Philips managed to levy on the market shavers . Indeed, the technologies proposed by Philips is fully in line with the needs of consumers ” speedy and more sensitive shaving”. Moreover, the excerption of partners and advertising remains important because these through these that Philipse vehicle values and attracts a developing number of consumers. The adaptation of the communication strategy by country reveals that Philips puts particular stress on the needs of local consumers. Finally, Philips should revolve around 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 favourable position over more its competitors.\r\n'