Philips品牌定位与品牌架构课件.ppt

1、Brand positioning&Architecture 品牌定位与品牌建设品牌定位与品牌建设Piet Coelewij,Senior Vice President General Manger Philips Consumer Electronics(China)飞利浦消费电子（中国）高级副总裁及总经理郭立为Date:March 30th 20052005年3月30日Philips heritage:focus on the experience One Philips vision 一个飞利浦一个飞利浦Medical 医疗 DAP小家电 CE消费电子 Lighting 照明Semico

2、nductors 半导体Lighting 照明Display JVs 显示-合资Healthcare 医疗保健Lifestyle 时尚生活Technology 核心技术To be a world-class marketing organization,Philips must have a Brand Positioning as its centerpiece.成为世界级的市场营销型组织，飞利浦必须以品牌定位为核心。成为世界级的市场营销型组织，飞利浦必须以品牌定位为核心。?Philips Domestic Appliances and Personal Care 飞利浦小家电Philips

3、 Medical Systems 飞利浦医疗系统Philips Lighting 飞利浦照明Philips Consumer Electronics 飞利浦消费电子Philips Semiconductors 飞利浦半导体?Philips Brand Positioning 品牌定位What are the Philips filters and enforcement tools?什么是飞利浦的过滤网和执行工具？Our Brand Positioning can be articulated through the following statement.以下陈述能够说明我们的品牌定位以下陈

4、述能够说明我们的品牌定位Technology is there to help us,make our lives easier and more productive.So why is it so often such a hassle,full of complexity and frustration?科技能让生活变得更轻松，更有效率。可是为什么用起来总是那么麻烦，那么复杂又令人沮丧？We are convinced that no matter complex and advanced a product or solution is,you should be comfortabl

5、e using it.It is this very simplicity that transforms a task into an opportunity,a burden into pleasure.我们坚信，飞利浦的产品和解决方案，无论多复杂和先进，在使用时都应该让人觉得轻松自如。正是这种简化将工作转化成机遇，将负担转化为乐趣。Which is why Philips is committed to delivering products and solutions that are easy to experience,advanced,and designed around yo

6、u,no matter how advanced the technology.为此，飞利浦致力于为您科技领先却容易使用的产品和解决方案。无论其科技多么先进和尖端，我们都确保飞利浦的产品能为您的生活平添自在轻松。The building blocks of the positioning consist of 3 essential pillars that should be together.三大支柱共同构建飞利浦品牌定位，缺一不可。三大支柱共同构建飞利浦品牌定位，缺一不可。Designed Around You 为您设计为您设计Firstly,all Philips activities

7、 must be driven by insights into how consumers/customers seek to experience the benefits of technology.深入了解消费者深入了解消费者/客户的需要，飞利浦的所有活动都必须让用户体会科技带客户的需要，飞利浦的所有活动都必须让用户体会科技带来的好处。来的好处。Designed Around You 为您设计为您设计Business to BusinessIs this driven by a customer insight?是否以客户“洞察”为导向？Is this the result of co

8、llaboration?是否是协作的结果？Business to Consumer Is this driven by a customer insight?是否以客户“洞察”为导向？Are both aesthetic and functional designs based on end-user research?美观和功能是否都已最终用户为研究对象？Products and services must be convenient and easy to experience in order to remove the hassles often associated with tec

9、hnology.产品和产品和服务必须方便简易，使人轻松享受科技带来的惬意而任何顾虑。服务必须方便简易，使人轻松享受科技带来的惬意而任何顾虑。Easy to Experience 轻松体验轻松体验Designed Around You 为您设计为您设计Business to BusinessAre we the easiest to do business with?我们是否是最简易的贸易伙伴？Do we seamlessly integrate with customers?我们是否与客户亲密无间？Business to Consumer Will I need a manual to use

10、 it?使用这项技术需要看使用手册吗？Is it accessible to all people,regardless of their familiarity with technology?无论人们对技术熟练与否，是否都能应用自如？At the same time,product s must be continue to deliver the benefits associated with innovation.同时，产品必须与创新同步，不断带来更多好处。同时，产品必须与创新同步，不断带来更多好处。Advanced 尖端科技尖端科技Designed Around You 为您设计为

11、您设计Easy to Experience 轻松体验轻松体验Business to BusinessDo we offer forward-thinking solutions?我们是否提供前瞻的思考解决方案？Is it adaptable,future-proof,and interoperable?技术是否兼容、超前?Business to Consumer Is it a tangible improvement?是否切实的改进？Does a technological innovation deliver a better experience to end-users?技术创新是否为

12、最终客户带来更好的体验？These three pillars collectively give Philips a distinct position and act as filters to ensure all company activities support the Brand Positioning.三项品牌柱石共同塑造独特的地位，并像过滤网一样确保所有公司活动都支持品三项品牌柱石共同塑造独特的地位，并像过滤网一样确保所有公司活动都支持品牌定位牌定位Easy to Experience 轻松体验轻松体验Advanced 尖端科技尖端科技Designed Around You

13、为您设计为您设计Delivering the Brand Positioning via proof-points in all Philips product divisions.通过各飞利浦产品部门的产品证实并完成品牌定位。通过各飞利浦产品部门的产品证实并完成品牌定位。Medical Systems 医疗系统 Heart Start,Brilliance 40 slice CTLighting 照明 Xenon car headlights,Halo In-store communication Consumer Electronics 消费电子 Ambient Lighting Flat

14、 TV，DVD hard disk Semiconductors 半导体 Near field communication,Nexperia DVD+RW designDomestic Appliances and Personal Care 小家电 philipsave Coolskin,Senseo Proof-points in Consumer Electronics 消费电子的证明产品消费电子的证明产品Flat TV with ambient lighting 流光溢彩彩电Easy to Experience:Seeing is believingAdvanced:Unique Ph

15、ilips invention of colored backlights make the viewing experience much more intense and immersiveDesigned Around You:Consumer data confirms significant improvement of the viewing experience versus non-backlight systems Proof-points in Consumer Electronics 消费电子的证明产品消费电子的证明产品DVD Recorder/Hard Disk DVD

16、刻录机/硬盘Easy to Experience:Record up to 130 hrs on Hard Disk and preserve for life on DVDAdvanced:Philips first to European market with an Electronic Program Guide for point and chick TV Recording:no more programming hassle Designed Around You:With Flex Time you can easily Pause Live TV and watch the

17、beginning while you record end Driving the Brand Positioning in CE 在消费电子内部推动品牌定位在消费电子内部推动品牌定位Brand PositioningBusiness Creation Building the Philips Brand Go to Market CE Marketing Strategy Consistent delivery in all tough pointsCE Vision&AmbitionPre-PurchaseUse PurchaseBrand Positioning and Marketi

18、ng concepts determine the top level benefits of all products 品牌定位和营销观念决定所有产品的最大益处品牌定位和营销观念决定所有产品的最大益处Marking Concept Specific Value Proposition Brand Positioning The Value Proposition House brings it all together价值组成屋将所有要素结合价值组成屋将所有要素结合Discriminator Benefits Reasons to BelieveBrand Positioning Targe

19、t Marketing Concept Consumer insightCompany EnvironmentInside-OutOutside-InHow can we translate our insights into attractive,relevant,credible and distinctive Philips propositions?How can we understand what people are looking for and whom we want to serve?Brand Positioning How can we make it Designe

20、d Around You,Easy to Experience and Advanced?Philips is competitive on all Brand Positioning pillars with a stronger position on Simplicity but does not stand out yet.飞利浦在三项品牌柱石上都有竞争力，精简方面更强，但还不十分突出飞利浦在三项品牌柱石上都有竞争力，精简方面更强，但还不十分突出Easy to Experience lMakes me feel comfortable with technologylProducts

21、are easy to use and operateAdvanced lAlways have the best resultslLeading in innovationlExceeds my expectationsDesigned Around You lReally understands my needslProducts so well-designed I feel familiar with themSimplicitySimplifies my life Smart products as simple as possible Reach what I want more

22、quicklyGMB Market Intelligence Heart BEAT 2004 wave 3 December 2004lLags behind lTop two on attributes lLeader,standing out Brand architecture provides enormous flexibility to expand the business portfolio under the Philips brand 品牌建设为拓展事业领域提供巨大的适应性品牌建设为拓展事业领域提供巨大的适应性Accessories PeripheralsComputers phoneDigital AudioAccessories Mobile Digital TVConnected products Digital TVCEIT