Philips品牌定位與品牌架構(gòu)

1、brand positioning & architecture 品牌定位與品牌建設品牌定位與品牌建設 piet coelewij , senior vice president general manger philips consumer electronics (china) 飛利浦消費電子（中國） 高級副總裁及總經(jīng)理 郭立為 date : march 30th 2005 2005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消費電子

2、lighting 照明 semiconductors 半導體 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

3、 and personal care 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 電子 philips semiconductors 飛利浦半導體 ? ? 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 throu

4、gh the following statement . 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?，那么復雜又令人沮喪？ we are convinced that no matter complex and advan

5、ced 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. 我們堅信，飛利浦的產(chǎn)品和解決方案，無論多復雜和先進，在使用時都應該讓人覺得輕松自如。正 是這種簡化將工作轉(zhuǎn)化成機遇，將負擔轉(zhuǎn)化為樂趣。 which is why philips is committed to delivering products and solutions

6、that are easy to experience ,advanced ,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

7、牌定位，缺一不可。 designed around you 為您設計為您設計 firstly ,all philips activities must be driven by insights into how consumers/customers seek to experience the benefits of technology . 深入了解消費者深入了解消費者/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 為您設計為您設計 business to busines

8、s is this driven by a customer insight ? 是否以客戶“洞察”為 導向？ 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

9、 convenient and easy to experience in order to remove the hassles often associated with technology .產(chǎn)品和產(chǎn)品和 服務必須方便簡易，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 輕松體驗輕松體驗 designed around you 為您設計為您設計 business to business are we the easiest to do business with ? 我們是否是最簡易的貿(mào) 易伙伴？ d

10、o we seamlessly integrate with customers ? 我們是否與客戶親密無 間？ business to consumer will i need a manual to use it ? 使用這項技術(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 能應用自如？ at the same time , product s must be continue to deliver the benefi

11、ts 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，不斷帶來更多好處。 advanced 尖端科技尖端科技 designed around you 為您設計為您設計 easy to experience 輕松體驗輕松體驗 business to business do 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? busin

12、ess to consumer is it a tangible improvement ? 是否切實的改進？ does a technological innovation 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？ these three pillars collectively give philips a distinct position and act as filters to ensure all company activities support the brand positioning.

13、 三項品牌柱石共同塑造獨特的地位，并像過濾網(wǎng)一樣確保所有公司活動都支持品三項品牌柱石共同塑造獨特的地位，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 experience 輕松體驗輕松體驗 advanced 尖端科技尖端科技 designed around you 為您設計為您設計 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)品證實并完成品牌定位。通過各飛利浦產(chǎn)品部門的產(chǎn)品證實并完成品牌定位。 medical systems

14、 醫(yī)療系統(tǒng) heart start, brilliance 40 slice ct lighting 照明 xenon car headlights ,halo in-store communication consumer electronics 消費電子 ambient lighting flat tv，dvd hard disk semiconductors 半導體 near field communication ,nexperia dvd+rw design domestic appliances and personal care 小家電 philipsave coolskin ,

15、senseo proof-points in consumer electronics 消費電子的證明產(chǎn)品消費電子的證明產(chǎn)品 flat tv with ambient lighting 流光溢彩彩電 easy to experience : seeing is believing advanced : unique philips invention of colored backlights make the viewing experience much more intense and immersive designed around you : consumer data confi

16、rms significant improvement of the viewing experience versus non-backlight systems proof-points in consumer electronics 消費電子的證明產(chǎn)品消費電子的證明產(chǎn)品 dvd recorder / hard disk dvd刻錄機/硬盤 easy to experience : record up to 130 hrs on hard disk and preserve for life on dvd advanced :philips first to european market

17、 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 在消費電子內(nèi)部推動品牌定位在消費電子內(nèi)部推動品牌定位 brand positioning business cre

18、ation building the philips brand go to market ce marketing strategy consistent delivery in all tough points ce vision & ambition pre- purchase use purchase brand 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 conce

19、pt specific value proposition brand positioning the value proposition house brings it all together 價值組成屋將所有要素結(jié)合價值組成屋將所有要素結(jié)合 discriminator benefits reasons to believe brand positioning target marketing concept consumer insight company environment inside-out outside-in how can we translate our insight

20、s 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 . 飛利浦在三項品牌柱石上都有競爭力，精簡方面更強，但還不十分突出飛利浦在三項品牌柱石上都有競爭力，精簡方面更強，但還不十分突出 easy to experience lmakes me feel comfortable with technology lproducts are easy