Marketing Strategy Of Philips

Marketing Strategy Of Philips – Philips Marketing Strategy: Based in Amsterdam, Phillips is a multinational corporation and is the largest company in electronics and is currently working in the field of lightning and healthcare. Phillips was established in 1891 founded by Gerard Phillips. Phillips currently employs 75,000 employees located across 100 countries. 

Phillips is focused on technology. focused and a business that strives to improve health by improving outcomes across all aspects of health from prevention to healthy living as well as diagnosis, treatment, and home health care. Phillips is home to more than 110 production facilities that span 100 countries. They also have an extensive R&D department. It combines the latest technology coupled with deep consumer insight to provide solutions for healthcare for the home and the health of the consumer. 

Marketing Strategy Of Philips

Did You Know About Philips ?

[wp-svg-icons icon=”office” wrap=”I”] Company : Philips

[wp-svg-icons icon=”user” wrap=”I”] CEO: Frans van Houten

[wp-svg-icons icon=”user” wrap=”I”] Founder:  Gerard Philips | Frederik Philips

[wp-svg-icons icon=”calendar” wrap=”I”] Year founded: May 15, 1891, Eindhoven, Netherlands

[wp-svg-icons icon=”location-2″ wrap=”I”] Headquarters: Amsterdam, Netherlands

[wp-svg-icons icon=”stats” wrap=”I”] Annual Revenue:  €19.535 billion

[wp-svg-icons icon=”bars” wrap=”i”] Profit | Net income:  €1.195 billion

[wp-svg-icons icon=”pie” wrap=”i”] Products & Services:  Medical equipment, Home appliances, Intellectual property management, and licensing (for divested businesses of Philips, such as audiovisual equipment and lighting

[wp-svg-icons icon=”pacman” wrap=”I”] Competitors:  Panasonic | General Electric | Siemens | GE Healthcare | OSRAM | ResMed | Groupe SEB

[wp-svg-icons icon=”globe” wrap=”I”] Website:

Marketing Strategy of Philips  – Segmentation, Targeting, Positioning


Phillips’ segmentation of demographics. segmentation has targeted all ages as well as people of middle and high incomes. Phillips has also concentrated on the small-scale market that is India. However, the focus has been mostly on the urban regions of India. 

Phillips offers products on the market in a vast array of categories and the range of the products was designed to catch the attention of an array of customers. The variety of products offered is large enough that virtually everybody can be a purchaser of Phillips and mainly those seeking quality products. 


Phillips has a wide market consumer base for Phillips is large and differs in age, culture, and status, for example. The range of products includes home appliances to beauty products and medical equipment. Phillips will target customers who aren’t conservative and don’t believe in skeptical theories. 

It targets those who are open to trying new products that Phillips creates. It is primarily targeted at those in the younger age group who are more willing to experiment with innovative products and is aiming to please consumers by delivering the Phillips brand promises that Phillips strives to deliver. 


Through the marketing as well as positioning strategy which is “sense and simplicity” it strives to create easy, innovative, and simple to utilize products. we believe that innovation is only meaningful when it fulfills their unfulfilled desires and requirements.

The products are modern and designed to meet the requirements of the consumer. The company has been positioned as a company that strives to make life better for people through innovative products that have a positive impact. The R&D efforts are also geared toward the requirements of the customers. Phillips has created an image of its brand that lets consumers believe in the products it offers. 

Marketing Strategy Of Philips

PhilipsMission Statement

To improve people’s lives through meaningful innovation

Philips Vision Statement

At Philips, we strive to make the world healthier and more sustainable through innovation. Our goal is to improve the lives of 3 billion people a year by 2025. We will be the best place to work for people who share our passion. Together we will deliver superior value for our customers and shareholders.

Philips Tagline

Unlock the future with the power of light

Marketing Strategy Of Philips

Marketing Strategy of Philips – BCG Matrix

For Phillips, the personal care company falls into the question mark category since Phillips makes very little money from this segment. The most prominent category on BCG’s BCG’s BCG chart includes the health and home appliances as the company makes a substantial profit from this segment and is investing all of its resources into growing. 

This is the cash cow of the lighting industry because Phillips is the world’s marketplace leader and is recognized as a specialist in this field and Phillips earns a steady income from this business. 

Marketing Strategy of Philips – Distribution Strategy

Philips has launched an official website on which customers can search and buy the item they want from any location around the globe. Phillips has employed the method of distributing goods through direct sales via the internet. 

It has also partnered with online shopping websites like Amazon along with Flipkart to offer Phillips products. According to studies, the internet has become an important method for distribution and an information-gathering resource for Philips. 

Phillips has discovered that departmental stores, retail stores, distribution centers as well as the internet are essential sources to connect with customers. A new method has been implemented by Phillips to market its products by allocating smaller areas to distributors, thereby ensuring an increased grasp. 

Marketing Strategy of Philips – Brand equity

The Phillips brand’s mission promise of Phillips is to foster creativity and put its main attention on consumers and their requirements. Phillips is a brand that focuses on the power of innovation and creates an impact on the lives of individuals. 

Their long-standing commitment to making people’s lives better by innovating is their main goal. Customers trust Phillips’ brand and what it represents. Phillips is a leading company in healthcare informatics and diagnostic imaging and imaging-guided treatment. 

Phillips is a Phillips brand name for Phillips is extremely sturdy and people believe that Phillips creates healthy, effective, and environmentally friendly products. The high quality of Phillips’ products is appreciated by the customers and the worth of Phillips is increasing. It is among the world’s most valuable brands, ranked #43, with an increase in the value of a brand from 11.5 billion to 11.5 Billion up to 12.1 billion. 

Marketing Strategy of Philips – Competitive Advantage

Focus and strategy:  

Phillips’ main goal Phillips is to make the world healthy and sustainable through innovations and has a lofty objective to improve the quality of life of three billion people per year in 2030. It is aiming to reduce the costs of health care and enhance the lives of healthcare professionals, improving the experience of patients and improving health outcomes. 

Phillips strives to offer high-quality, life-enhancing products for its customers. This commitment has allowed Phillips to become one of the world’s most reliable and valuable brands. 

Technology focus :  

Phillips technology is designed to help people live healthy lives. Through the aid of cloud-based technology, Phillips has created more efficient and affordable health services for customers. In the current market, Phillips is spearheading environmentally advanced and revolutionary solutions. 

It is the leading technological innovator in lighting technology that has led to the use of newer and more efficient light sources that have transformed the world visually. They have a primary focus on providing customers with the best possible service. 

The focus on technology is now a point of differentiating for the company. 

Strong R&D:  

Phillips has a strong emphasis on R&D as well as significant investment in it. Phillips has maintained around seven R&D centers to conduct research and the development of innovative new products. Phillips is planning to further increase the international R&D center in Bangalore. 

Phillips Innovation Campus Phillips Innovation campus has been created to concentrate on the development of localized products as well as on improving healthcare services in India. In India, the lighting business makes up the majority of the revenue generated by Phillips which is followed by the revenue from healthcare and the consumer lifestyle business. 

Marketing Strategy of Philips – Competitive Analysis

The primary opponents of Phillips include LG Electronics, RF Micro Devices, General Electric Company as well as Samsung Electronics, among others. Samsung is a major name in the world of electronics and is among the biggest competitors. Samsung is equally committed to innovation. Like Philips is. Samsung has released superior products and has operated with success in more than 80 countries. 

LG is an important company in the field of electronics and shouldn’t be undervalued because its market share has increased over the last couple of years. To stay ahead of competitors, Phillips should continue its commitment to quality and innovation. 

The electronics industry is being flooded with new companies and Phillip’s emphasis on innovation could be able to create a point of distinctness for the company. 

Marketing Strategy of Philips – Customer Analysis

The primary customers of the brand are the youngsters who aren’t scared by the idea of trying out new products and would like technology to make their lives more convenient. The customers who are known as loyal Phillips are those who have earned trust completely from Phillips. 

Consumers can get great value when they can find high-quality and durable products that are made with top-quality products. Phillips’s customers Phillips aren’t afraid to try new flavors and people, and they have an entirely different view.  

Marketing Strategy of Philips – Promotional Strategy

Phillips promotes its product via a variety of channels, Phillips is seen promoting its products on the radio and print mediums and on the internet for ads. Phillips is a large company and has kept its unique marketing strategies and PR campaigns. 

The launch of the product “Air Fryer”, made the case for the product to be an alternative to cooking that is healthier and the advertisements were widely seen on television and social media. 

Another well-known promotional campaign was the one for Aurea TV, where they utilized stunning models to advertise the TV’s theme which is “seduction by light”. The website is also kept well-maintained where the exact specifications for the product are available to consumers, to ensure that they know the entire range of products, and can verify whether they are of good quality or establish trust before purchasing the item. 

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