International Marketing Strategy: Philips Case

1 What be the key conquest factors (KSFs) in the male sliver market? How are they different from the young-bearing(prenominal) shaving market? 2 How gitful Philips increase the fieldwide ploughshare of modify shaving? 3 How pull up stakes you characterize and explain the cross-national publicise course boat play? 4 Who are the target groups for thea) rowing boat publicise ride b) gift publicize bleed c) WilliansF1 publicise weightlift5 What is the difference in the cooperative blood that Philips has with Nivea ( dispassionate Skin) and that with WilliansF1? 6 Discuss the profits as a part of a multiple distribution demarcation strategy for Philip tikesIntroduction Philips is a dutch diversified technology company headquartered in Amsterdam, Netherlands. The sword was founded in 1891 by Gerard Philips. Now, it is one of the largest electronics companies in the world ( bulk 122.000 Countries 60) Currently, the brand Philips is organized in triple divisions P hilips consumer lifestyle Philips healthcare Philips lightingKey Datas Chairman Jeroen caravan der Veer Revenue About 25 billions of Euros. Collaboration Nivea in 1998 (The Cool Skin) Sponsor PSV Eindhoven footb completely team Motto Sense and SimplicityMajor Inventions of Philips Audio commemorate (1963) Compact Disc with Sony (CD 1982) Senseo (Coffee machine 2001) Blu-Ray Disc with Sony (2006)1) What are the key advantage factors (KSFs) in the male shaving market? How are they different from the feminine shaving market?Philips, the market leader in wry s contriver owes its success to a mix of different elements . First of all, the research and increase department offers launchings enabling the brand to market different sensitive products all in decline with consumer needs . Therefore , the consumer feels the difference and more devoted to change. They speak of a rassage more comfortable , without irritation , no nicks , no cuts Thanks to advanced technology Ph ilips managed to reduce boundaries between wet and dry shaving and thus seduce advantage of consumers. In addition, Philips emphasizes the saving of metre and cost savings that can bring dry shaver.Secondaly, thanks to its coalitions with brands such(prenominal) as Nivea and WilliamsF1, Philips managed to feature neckn its products but also to associate with brands whose word-painting brands allows it to attract many consumers, but also to benefit from a gamey visibility at sporting events such as F1 races. Also, thanks to its partnership with Nivea, Philips considerms to involve a brand for comfort and hydration during shaving. So we can theorize that thanks to two blockages, consumers show a high satisfaction it gives to Philips a significant advantage over its competitors. On the womens market, it is completely different because women are more receptive to the design and sensitivity of shavers. The womens market requires more advertisement and promotions. Indeed, this i s explained by the fact that the shaver women remains a touchy rout compare to the man market.2) How can Philips increase the worldwide share of dry shaving?The brand Philips must increase the worldwide share of dry shaving thanks to four points The first one, Philips must concentrate the efforts on the Asia Market Some of countries, in Asia, have a real dissolute growth like China and India China Increase of 67.5 % since 2009 (Male toiletries) India Increase of 63.6 % since 2009 (Male toiletries) Philips, have to spend more in Asia market (The brand spend quintet times more in USA than in China. The market dapple in Asia is a weakness currently. The second point is to continue to innovate. Indeed, we can count on that Philips has a real strong competitors like Braun, Panasonic, Remington. Its very important for a brand to innovate a lot. The customers must see clearly a difference between the old and the new shaver. People al counsels want A new product. We can see in the history of Philips, that the shavers improved a lot. Some datas 1939 First Philipshaver was introduced 1966 Philipshaver 3 Another generations 1998 Collaboration with 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 third point for Philips is to target the young throng To be their first experience To install them loyal to the brand Philips can launch a targeting advertising campaign (Distribution in front of the schools) The last point is to take 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 will you characterize and explain the cross-national advertising rowing boat campaign?We can see in advertising Rowing Boat campaign some important informations First of all, this campaign was launched for many countries (USA United e arth 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 Philips Three rotating blades The pee symbolizes the skin Very exclusive sport Top of the market (Philips)4 Who are the target groups for thea Rowing boat advertising campaignThis advertising campaign is essentially 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 say that it is for mass with middle or high incomes, indeed rowing sport is basically for great deal who have a comfortable situation. To continue, This advertising aims to guess sportsmen, bustling people who take care of their body.b Gift advertising campaignThis advertising aims to affect women and especially wives. There are three rings linked with the three rotary heads. In fact, this ad tries to make women realize that th e equivalency of a hook up with 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 usually launched during Chrismas or Birthdays.c WilliansF1 advertising campaignFinally, this advertising want to reach people who love sport, cars but not common cars, very performing and fasting cars. It implies that Philips shavers have the same characteristics than F1 racing cars. There is also the use of an suasion leader in the person of the F1 Driver. This advertising will have a massive tv effect.5 What is the difference in the cooperative 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 widen its product range and for Nivea to differenciate its products. Basically, the relationships goal was to make a common product, to unite Philips and Niveas know-how in one product to make an innovative product (strategic partner). In comparison, The relationship with WiliansF1 was different, it was sponsorship. Philips valued to unite its image to the F1s image which means that Philips wanted to take profit of the popularity of F1 (brand endorsement), increase its awareness, strengthen its image and to show to people that the F1 characteristics (Fast & performing cars, precision, excellence) are the reflection of Philips products.6 Discuss the internet as a part of a multiple distribution channel strategy for Philip shaversAdvantages alter advertisement Direct feedbacks from customers Availability of products all over the world possibleness to have a direct relation with customers Viral marketing, people will share on their walls, will like or comment Philips issue & ads Multi channel strategyDisavantages People can make negatives posts on their websites & social vane pages Philips has to be always in the trend, its pages cannot be old fashioned and Philip s has to make posts regularlyConclusionAs a conclusion we can say through continuous innovation Philips managed to impose on the market shavers . Indeed, the technologies proposed by Philips is fully in line with the needs of consumers faster and more sensitive shaving. Moreover, the choice of partners and advertising remains important because these through these that Philipse vehicle values and attracts a festering number of consumers. The adaptation of the communication strategy by country reveals that Philips puts fussy emphasis on the needs of local consumers. Finally, Philips should focus on the Asiatic continent because some developing countries such as China and India has a fast growing enabling Philips to increase its turnover and increase its favorable position over more its competitors.