hilips品牌定位与品牌架构.ppt

Brand positioning&Architecture 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,Medical 医疗,DAP小家电 CE消费电子 Lighting 照明,Semiconductors 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。,Philips Domestic Appliances and Personal Care 飞利浦小家电Philips 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,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 comfortable 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 you,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。,Designed Around You 为您设计,Firstly,all Philips activities must be driven by insights into how consumers/customers seek to experience the benefits of technology.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来的好处。,Designed Around You 为您设计,Products and services must be convenient and easy to experience in order to remove the hassles often associated with technology.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。,Easy to Experience 轻松体验,Designed Around You 为您设计,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。,Advanced 尖端科技,Designed Around You 为您设计,Easy to Experience 轻松体验,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牌定位,Easy to Experience 轻松体验,Advanced 尖端科技,Designed Around You 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。,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 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,Flat TV with ambient lighting 流光溢彩彩电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 Consumer Electronics 消费电子的证明产品,DVD Recorder/Hard Disk DVD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 beginning while you record end,Driving the Brand Positioning in CE 在消费电子内部推动品牌定位,Business Creation,Building the Philips Brand,Go to Market,CE Marketing Strategy,Consistent delivery in all tough points,CE Vision&Ambition,Brand Positioning and Marketing 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,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,Inside-Out,Outside-In,How 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 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.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,Makes me feel comfortable with technologyProducts are easy to use and operate,Advanced,Always have the best resultsLeading in innovationExceeds my expectations,Designed Around You,Really understands my needsProducts so well-designed I feel familiar with them,SimplicitySimplifies my life Smart products as simple as possible Reach what I want more quicklyGMB Market Intelligence Heart BEAT 2004 wave 3 December 2004,Lags behind Top two on attributes Leader,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,Accessories PeripheralsComputers phone,Digital AudioAccessories Mobile Digital TV,Connected products Digital TV,CE,IT,