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Philips Worlwide

Decent Essays

International Marketing Strategy: Philips Case

1: What are the key success factors (KSF’s) in the male shaving market? How are they different from the female shaving market?

2: How can Philips increase the worldwide share of ”dry shaving”? 3: How will you characterize and explain the cross-national advertising ”rowing boat” campaign? 4: Who are the target groups for the:
a) ”rowing boat” advertising campaign
b) ”gift” advertising campaign
c) WilliansF1 advertising campaign 5: What is the difference in the cooperative relationship that Philips has with Nivea (Cool Skin) and that with WilliansF1? 6: Discuss the internet as a part of a multiple distribution channel strategy for Philip shavers …show more content…

- 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 people:
- To be their first experience
- To make 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 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 “Philips”:
- Three rotating blades
- The water symbolizes the skin
- Very exclusive sport - Top of the market (Philips)

4: Who are the target groups for the:

a: ”Rowing boat” advertising campaign

This advertising

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