Philips品牌定位與品牌架構(gòu)

1、Brand positioning & Architecture 品牌定位與品牌建設(shè)品牌定位與品牌建設(shè)Piet Coelewij , Senior Vice President General Manger Philips Consumer Electronics (China)飛利浦消費(fèi)電子（中國）高級副總裁及總經(jīng)理郭立為Date : March 30th 20052005年3月30日Philips heritage : focus on the experience One Philips vision 一個飛利浦一個飛利浦Medical 醫(yī)療 DAP小家電 CE消費(fèi)電子 Ligh

2、ting 照明Semiconductors 半導(dǎo)體Lighting 照明Display JVs 顯示-合資Healthcare 醫(yī)療保健Lifestyle 時尚生活Technology 核心技術(shù)To be a world-class marketing organization , Philips must have a Brand Positioning as its centerpiece .成為世界級的市場營銷型組織，飛利浦必須以品牌定位為核心。成為世界級的市場營銷型組織，飛利浦必須以品牌定位為核心。?Philips Domestic Appliances and Personal Ca

3、re 飛利浦小家電Philips Medical Systems 飛利浦醫(yī)療系統(tǒng)Philips Lighting 飛利浦照明Philips Consumer Electronics 飛利浦消費(fèi)電子Philips Semiconductors 飛利浦半導(dǎo)體?Philips Brand Positioning 品牌定位What are the Philips filters and enforcement tools ?什么是飛利浦的過濾網(wǎng)和執(zhí)行工具？Our Brand Positioning can be articulated through the following statement .

4、以下陳述能夠說明我們的品牌定位以下陳述能夠說明我們的品牌定位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?科技能讓生活變得更輕松，更有效率?？墒菫槭裁从闷饋砜偸悄敲绰闊?，那么復(fù)雜又令人沮喪？ We are convinced that no matter complex and advanced a product or solution is ,y

5、ou should be comfortable using it. It is this very simplicity that transforms a task into an opportunity ,a burden into pleasure.我們堅(jiān)信，飛利浦的產(chǎn)品和解決方案，無論多復(fù)雜和先進(jìn)，在使用時都應(yīng)該讓人覺得輕松自如。正是這種簡化將工作轉(zhuǎn)化成機(jī)遇，將負(fù)擔(dān)轉(zhuǎn)化為樂趣。Which is why Philips is committed to delivering products and solutions that are easy to experience ,advan

6、ced ,and designed around you ,no matter how advanced the technology.為此，飛利浦致力于為您科技領(lǐng)先卻容易使用的產(chǎn)品和解決方案。無論其科技多么先進(jìn)和尖端，我們都確保飛利浦的產(chǎn)品能為您的生活平添自在輕松。The building blocks of the positioning consist of 3 essential pillars that should be together .三大支柱共同構(gòu)建飛利浦品牌定位，缺一不可。三大支柱共同構(gòu)建飛利浦品牌定位，缺一不可。Designed Around You 為您設(shè)計(jì)為您設(shè)計(jì)F

7、irstly ,all Philips activities must be driven by insights into how consumers/customers seek to experience the benefits of technology .深入了解消費(fèi)者深入了解消費(fèi)者/客戶的需要，飛利浦的所有活動都必須讓用戶體會科技帶客戶的需要，飛利浦的所有活動都必須讓用戶體會科技帶來的好處。來的好處。Designed Around You 為您設(shè)計(jì)為您設(shè)計(jì)Business to BusinessIs this driven by a customer insight ? 是否以客

8、戶“洞察”為導(dǎo)向？Is this the result of collaboration ?是否是協(xié)作的結(jié)果？Business to Consumer Is this driven by a customer insight ? 是否以客戶“洞察”為導(dǎo)向？Are both aesthetic and functional designs based on end-user research ?美觀和功能是否都已最終用戶為研究對象？Products and services must be convenient and easy to experience in order to remove

9、the hassles often associated with technology .產(chǎn)品和產(chǎn)品和服務(wù)必須方便簡易，使人輕松享受科技帶來的愜意而任何顧慮。服務(wù)必須方便簡易，使人輕松享受科技帶來的愜意而任何顧慮。Easy to Experience 輕松體驗(yàn)輕松體驗(yàn)Designed Around You 為您設(shè)計(jì)為您設(shè)計(jì)Business to BusinessAre we the easiest to do business with ? 我們是否是最簡易的貿(mào)易伙伴？Do we seamlessly integrate with customers ?我們是否與客戶親密無間？Busines

10、s to Consumer Will I need a manual to use it ? 使用這項(xiàng)技術(shù)需要看使用手冊嗎？Is it accessible to all people ,regardless of their familiarity with technology ?無論人們對技術(shù)熟練與否，是否都能應(yīng)用自如？At the same time , product s must be continue to deliver the benefits associated with innovation .同時，產(chǎn)品必須與創(chuàng)新同步，不斷帶來更多好處。同時，產(chǎn)品必須與創(chuàng)新同步，不斷帶

11、來更多好處。Advanced 尖端科技尖端科技Designed Around You 為您設(shè)計(jì)為您設(shè)計(jì)Easy to Experience 輕松體驗(yàn)輕松體驗(yàn)Business to BusinessDo we offer forward-thinking solutions ?我們是否提供前瞻的思考解決方案？Is it adaptable ,future-proof ,and interoperable?技術(shù)是否兼容、超前?Business to Consumer Is it a tangible improvement ?是否切實(shí)的改進(jìn)？Does a technological innovat

12、ion deliver a better experience to end-users ?技術(shù)創(chuàng)新是否為最終客戶帶來更好的體驗(yàn)？These three pillars collectively give Philips a distinct position and act as filters to ensure all company activities support the Brand Positioning.三項(xiàng)品牌柱石共同塑造獨(dú)特的地位，并像過濾網(wǎng)一樣確保所有公司活動都支持品三項(xiàng)品牌柱石共同塑造獨(dú)特的地位，并像過濾網(wǎng)一樣確保所有公司活動都支持品牌定位牌定位Easy to Exp

13、erience 輕松體驗(yàn)輕松體驗(yàn)Advanced 尖端科技尖端科技Designed Around You 為您設(shè)計(jì)為您設(shè)計(jì)Delivering the Brand Positioning via proof-points in all Philips product divisions.通過各飛利浦產(chǎn)品部門的產(chǎn)品證實(shí)并完成品牌定位。通過各飛利浦產(chǎn)品部門的產(chǎn)品證實(shí)并完成品牌定位。Medical Systems 醫(yī)療系統(tǒng) Heart Start, Brilliance 40 slice CTLighting 照明 Xenon car headlights ,Halo In-store commun

14、ication Consumer Electronics 消費(fèi)電子 Ambient Lighting Flat TV，DVD hard disk Semiconductors 半導(dǎo)體 Near field communication ,Nexperia DVD+RW designDomestic Appliances and Personal Care 小家電 philipsave Coolskin ,Senseo Proof-points in Consumer Electronics 消費(fèi)電子的證明產(chǎn)品消費(fèi)電子的證明產(chǎn)品Flat TV with ambient lighting 流光溢彩彩

15、電Easy to Experience : Seeing is believingAdvanced : Unique Philips 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 Co

16、nsumer Electronics 消費(fèi)電子的證明產(chǎn)品消費(fèi)電子的證明產(chǎn)品DVD Recorder / Hard Disk DVD刻錄機(jī)/硬盤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

17、 Around You : With Flex Time you can easily Pause Live TV and watch the beginning while you record end Driving the Brand Positioning in CE 在消費(fèi)電子內(nèi)部推動品牌定位在消費(fèi)電子內(nèi)部推動品牌定位Brand PositioningBusiness Creation Building the Philips Brand Go to Market CE Marketing Strategy Consistent delivery in all tough point

18、sCE Vision & AmbitionPre-PurchaseUse PurchaseBrand Positioning and Marketing concepts determine the top level benefits of all products 品牌定位和營銷觀念決定所有產(chǎn)品的最大益處品牌定位和營銷觀念決定所有產(chǎn)品的最大益處Marking Concept Specific Value Proposition Brand Positioning The Value Proposition House brings it all together價值組成屋將所有要素

19、結(jié)合價值組成屋將所有要素結(jié)合Discriminator Benefits Reasons to BelieveBrand Positioning Target 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

20、 looking for and whom we want to serve ?Brand Positioning How can we make it Designed 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 .飛利浦在三項(xiàng)品牌柱石上都有競爭力，精簡方面更強(qiáng)，但還不十分突出飛利浦在三項(xiàng)品牌柱石上都有競爭力，精簡方面更強(qiáng)，但還不十分突出Easy to Experience lMakes me feel comfortable with technologylProducts are e