Brand repositioning and communications
A Philips case study

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Page 2: Findings

The results of Philips' market research was to show that the core target group typically disliked the unnecessary hassle created by technology. The research showed that simplicity is what people expect of technology. This is applicable to a doctor working under pressure in a hospital with advanced medical equipment as well as to a consumer operating a DVD recorder. Simplicity is equally relevant to Philips' customers, be it in Healthcare, Lifestyle or enabling Technologies.

The findings indicated that the company had substantial strengths based on the reliability of its products and the belief that the company develops new and exciting products. Research also indicated a clear gap in the market. The only company with a positioning close to 'sense and simplicity' is Apple, who only have a limited product range.

However, the research findings also indicated some weaknesses, in particular:

  • consumers felt that Philips does not lead on innovation
  • professionals felt that Philips did not have as clear a sense of direction as some of its rivals.

The findings therefore presented Philips with the challenge of developing a clear and focused position for its brand.

Philips | Brand repositioning and communications