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
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- 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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A group of executives from Paramount Health and Beauty Company (Paramount) sat in a research room intently observing a dozen men shaving on the other side of a two-way mirror. The subjects were testing out Paramount’s newest nondisposable razor, Clean Edge, and discussing the experience. The verdict was extremely encouraging. The majority of men felt it was the closest, cleanest, and smoothest shave they had encountered. All executives at Paramount agreed Clean Edge should be priced in the super-premium segment of the market. However, some executives believed Clean Edge should be launched as a mainstream entry
By not going through the regular intermediaries that the competitors use will cause problems for the distribution factor. By going through their intermediaries it will be provided by a trusted network where the salespeople that Richard hires might cause a channel conflict and it will fail.
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how do technologies, push strategy and pull strategy apply in a convergent marketing communication industry
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