Philips eyes top consumer slot

Philips has unveiled a new international marketing strategy as it strives to become the (clear) number one player in consumer electronics.

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By  Justin Etheridge Published  June 17, 2002

Philips has announced a new marketing strategy for the consumer electronics market, with “consumer focus” hailed as the most important element. It seems that consumers are not focused on new technologies, products and functions per se, but rather on the way they can bring new experiences into their daily lives.

Rudy Provoost, executive vice president at Philips Consumer Electronics, Region Europe, clarified the somewhat obscure mission statement at an international Press Conference in Malaga, Spain. “Now, through our consumer experiences strategy, we are further intensifying our efforts to translate our world-leading technologies into solutions that offer consumers the answers to their desires, lifestyles and aspirations,” he said.

The new strategy is aimed at realising Philips’ ambition to become the (clear) number one player in all its European CE markets within the next three years.

Already, claims Philips, the preferred consumer electronics supplier to the retail trade in Europe, the next goal is to become the brand of choice in all targeted business categories.

In Europe, Philips can point to market leadership in television, flat TV, VCRs, headphones and remote control systems. It also boasts a number two position in personal CD, DVD and cordless DECT phones.

“Building on our world-leading technological competences in Display, Storage and Connectivity,” said Rudy Provoost, “we will deliver a total brand experience in three targeted domains: personal expression, home entertainment and business productivity.”

As proof of its plan to bring innovative products to market, Philips presented its first range of portable sports audio products, created in partnership with Nike. A Philips spokesman reiterated the company’s belief in a strong link between digital technology and the fitness environment.

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