Philips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 anization , 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 plexity 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 plex and advanced a product or solution is ,you should fortable using it. It is this very simplicity that transforms a task into an opportunity ,a burden into ,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 mitted to delivering products and solutions that are easy to experience ,advanced ,and designed around you ,no matter how advanced the ,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Business to BusinessIs this driven by a customer insight ? 是否以客户“洞察”