Philips品牌定位與品牌架構(gòu)課件

Brandpositioning&Architecture

品牌定位與品牌建設(shè)PietCoelewij,SeniorVicePresidentGeneralMangerPhilipsConsumerElectronics(China)飛利浦消費電子（中國）高級副總裁及總經(jīng)理郭立為Date:March30th20052005年3月30日Brandpositioning&Architectu1Philipsheritage:focusontheexperience……Philipsheritage:focusonth2OnePhilipsvision

一個飛利浦Medical醫(yī)療DAP小家電CE消費電子Lighting照明Semiconductors半導(dǎo)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)OnePhilipsvision

一個飛利浦Medic3Tobeaworld-classmarketingorganization,PhilipsmusthaveaBrandPositioningasitscenterpiece.

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。????PhilipsDomesticAppliancesandPersonalCare飛利浦小家電PhilipsMedicalSystems飛利浦醫(yī)療系統(tǒng)PhilipsLighting飛利浦照明PhilipsConsumerElectronics飛利浦消費電子PhilipsSemiconductors飛利浦半導(dǎo)體??PhilipsBrandPositioning品牌定位WhatarethePhilipsfiltersandenforcementtools?什么是飛利浦的過濾網(wǎng)和執(zhí)行工具？Tobeaworld-classmarketing4OurBrandPositioningcanbearticulatedthroughthefollowingstatement.

以下陳述能夠說明我們的品牌定位Technologyistheretohelpus,makeourliveseasierandmoreproductive.Sowhyisitsooftensuchahassle,fullofcomplexityandfrustration?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(fù)雜又令人沮喪？

Weareconvincedthatnomattercomplexandadvancedaproductorsolutionis,youshouldbecomfortableusingit.Itisthisverysimplicitythattransformsataskintoanopportunity,aburdenintopleasure.我們堅信，飛利浦的產(chǎn)品和解決方案，無論多復(fù)雜和先進，在使用時都應(yīng)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(dān)轉(zhuǎn)化為樂趣。WhichiswhyPhilipsiscommittedtodeliveringproductsandsolutionsthatareeasytoexperience,advanced,anddesignedaroundyou,nomatterhowadvancedthetechnology.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。OurBrandPositioningcanbea5Thebuildingblocksofthepositioningconsistof3essentialpillarsthatshouldbetogether.

三大支柱共同構(gòu)建飛利浦品牌定位，缺一不可。DesignedAroundYou為您設(shè)計Thebuildingblocksofthepos6Firstly,allPhilipsactivitiesmustbedrivenbyinsightsintohowconsumers/customersseektoexperiencethebenefitsoftechnology.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來的好處。DesignedAroundYou為您設(shè)計BusinesstoBusinessIsthisdrivenbyacustomerinsight?

是否以客戶“洞察”為導(dǎo)向？Isthistheresultofcollaboration?

是否是協(xié)作的結(jié)果？

BusinesstoConsumer

Isthisdrivenbyacustomerinsight?是否以客戶“洞察”為導(dǎo)向？

Arebothaestheticandfunctionaldesignsbasedonend-userresearch?美觀和功能是否都已最終用戶為研究對象？Firstly,allPhilipsactivitie7Productsandservicesmustbeconvenientandeasytoexperienceinordertoremovethehasslesoftenassociatedwithtechnology.產(chǎn)品和服務(wù)必須方便簡易，使人輕松享受科技帶來的愜意而任何顧慮。EasytoExperience輕松體驗DesignedAroundYou為您設(shè)計BusinesstoBusinessArewetheeasiesttodobusinesswith?我們是否是最簡易的貿(mào)易伙伴？Doweseamlesslyintegratewithcustomers?

我們是否與客戶親密無間？

BusinesstoConsumer

WillIneedamanualtouseit?使用這項技術(shù)需要看使用手冊嗎？

Isitaccessibletoallpeople,regardlessoftheirfamiliaritywithtechnology?無論人們對技術(shù)熟練與否，是否都能應(yīng)用自如？Productsandservicesmustbe8Atthesametime,productsmustbecontinuetodeliverthebenefitsassociatedwithinnovation.

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DesignedAroundYou為您設(shè)計EasytoExperience輕松體驗BusinesstoBusinessDoweofferforward-thinkingsolutions?

我們是否提供前瞻的思考解決方案？Isitadaptable,future-proof,andinteroperable?技術(shù)是否兼容、超前?BusinesstoConsumer

Isitatangibleimprovement?是否切實的改進？Doesatechnologicalinnovationdeliverabetterexperiencetoend-users?技術(shù)創(chuàng)新是否為最終客戶帶來更好的體驗？Atthesametime,productsm9ThesethreepillarscollectivelygivePhilipsadistinctpositionandactasfilterstoensureallcompanyactivitiessupporttheBrandPositioning.

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EasytoExperience輕松體驗Advanced尖端科技DesignedAroundYou為您設(shè)計Thesethreepillarscollective10DeliveringtheBrandPositioningviaproof-pointsinallPhilipsproductdivisions.

通過各飛利浦產(chǎn)品部門的產(chǎn)品證實并完成品牌定位。MedicalSystems醫(yī)療系統(tǒng)

HeartStart,Brilliance40sliceCTLighting照明

Xenoncarheadlights,HaloIn-storecommunication

ConsumerElectronics消費電子

AmbientLightingFlatTV，DVDharddisk

Semiconductors半導(dǎo)體

Nearfieldcommunication,NexperiaDVD+RWdesignDomesticAppliancesandPersonalCare小家電philipsaveCoolskin,SenseoDeliveringtheBrandPositioni11Proof-pointsinConsumerElectronics

消費電子的證明產(chǎn)品FlatTVwithambientlighting流光溢彩彩電EasytoExperience:SeeingisbelievingAdvanced:UniquePhilipsinventionofcoloredbacklightsmaketheviewingexperiencemuchmoreintenseandimmersiveDesignedAroundYou:Consumerdataconfirmssignificantimprovementoftheviewingexperienceversusnon-backlightsystemsProof-pointsinConsumerElect12Proof-pointsinConsumerElectronics

消費電子的證明產(chǎn)品DVDRecorder/HardDiskDVD刻錄機/硬盤EasytoExperience:Recordupto130hrsonHardDiskandpreserveforlifeonDVDAdvanced:PhilipsfirsttoEuropeanmarketwithanElectronicProgramGuideforpointandchickTV

Recording:nomoreprogramminghassleDesignedAroundYou:WithFlexTimeyoucaneasilyPauseLiveTVandwatchthebeginningwhileyourecordendProof-pointsinConsumerElect13DrivingtheBrandPositioninginCE

在消費電子內(nèi)部推動品牌定位BrandPositioningBusinessCreationBuildingthePhilipsBrandGo–to–MarketCEMarketingStrategyConsistentdeliveryinalltoughpointsCEVision&AmbitionPre-PurchaseUsePurchaseDrivingtheBrandPositioning14BrandPositioningandMarketingconceptsdeterminethetoplevelbenefitsofallproducts

品牌定位和營銷觀念決定所有產(chǎn)品的最大益處MarkingConceptSpecificValuePropositionBrandPositioningBrandPositioningandMarketin15TheValuePropositionHousebringsitalltogether

價值組成屋將所有要素結(jié)合DiscriminatorBenefitsReasonstoBelieveBrandPositioningTargetMarketingConceptConsumerinsightCompany

EnvironmentInside-OutOutside-InHowcanwetranslateourinsightsintoattractive,relevant,credibleanddistinctivePhilipspropositions?Howcanweunderstandwhatpeoplearelookingforandwhomwewanttoserve?BrandPositioning

HowcanwemakeitDesignedAroundYou,EasytoExperienceandAdvanced?TheValuePropositionHousebr16PhilipsiscompetitiveonallBrandPositioningpillarswithastrongerpositiononSimplicitybutdoesnotstandoutyet.

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EasytoExperienceMakesmefeelcomfortablewithtechnologyProductsareeasytouseandoperateAdvancedAlwayshavethebestresultsLeadingininnovationExceedsmyexpectationsDesignedAroundYouReallyunderstandsmyneedsProductssowell-designedIfeelfamiliarwiththemSimplicitySimplifiesmylifeSmartproductsassimpleaspossibleReachwhatIwantmorequicklyGMBMarketIntelligence–HeartBEAT2004wave3December2004LagsbehindToptwoonattributesLeader,standingoutPhilipsiscompetitiveonall17BrandarchitectureprovidesenormousflexibilitytoexpandthebusinessportfoliounderthePhilipsbrand

品牌建設(shè)為拓展事業(yè)領(lǐng)域提供巨大的適應(yīng)性AccessoriesPeripheralsComputersphoneDigitalAudioAccessoriesMobileDigitalTVConnectedproductsDigitalTVCEITBrandarchitectureprovidesen18Brandpositioning&Architecture

品牌定位與品牌建設(shè)PietCoelewij,SeniorVicePresidentGeneralMangerPhilipsConsumerElectronics(China)飛利浦消費電子（中國）高級副總裁及總經(jīng)理郭立為Date:March30th20052005年3月30日Brandpositioning&Architectu19Philipsheritage:focusontheexperience……Philipsheritage:focusonth20OnePhilipsvision

一個飛利浦Medical醫(yī)療DAP小家電CE消費電子Lighting照明Semiconductors半導(dǎo)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)OnePhilipsvision

一個飛利浦Medic21Tobeaworld-classmarketingorganization,PhilipsmusthaveaBrandPositioningasitscenterpiece.

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。????PhilipsDomesticAppliancesandPersonalCare飛利浦小家電PhilipsMedicalSystems飛利浦醫(yī)療系統(tǒng)PhilipsLighting飛利浦照明PhilipsConsumerElectronics飛利浦消費電子PhilipsSemiconductors飛利浦半導(dǎo)體??PhilipsBrandPositioning品牌定位WhatarethePhilipsfiltersandenforcementtools?什么是飛利浦的過濾網(wǎng)和執(zhí)行工具？Tobeaworld-classmarketing22OurBrandPositioningcanbearticulatedthroughthefollowingstatement.

以下陳述能夠說明我們的品牌定位Technologyistheretohelpus,makeourliveseasierandmoreproductive.Sowhyisitsooftensuchahassle,fullofcomplexityandfrustration?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敲磸?fù)雜又令人沮喪？

Weareconvincedthatnomattercomplexandadvancedaproductorsolutionis,youshouldbecomfortableusingit.Itisthisverysimplicitythattransformsataskintoanopportunity,aburdenintopleasure.我們堅信，飛利浦的產(chǎn)品和解決方案，無論多復(fù)雜和先進，在使用時都應(yīng)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(dān)轉(zhuǎn)化為樂趣。WhichiswhyPhilipsiscommittedtodeliveringproductsandsolutionsthatareeasytoexperience,advanced,anddesignedaroundyou,nomatterhowadvancedthetechnology.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。OurBrandPositioningcanbea23Thebuildingblocksofthepositioningconsistof3essentialpillarsthatshouldbetogether.

三大支柱共同構(gòu)建飛利浦品牌定位，缺一不可。DesignedAroundYou為您設(shè)計Thebuildingblocksofthepos24Firstly,allPhilipsactivitiesmustbedrivenbyinsightsintohowconsumers/customersseektoexperiencethebenefitsoftechnology.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來的好處。DesignedAroundYou為您設(shè)計BusinesstoBusinessIsthisdrivenbyacustomerinsight?

是否以客戶“洞察”為導(dǎo)向？Isthistheresultofcollaboration?

是否是協(xié)作的結(jié)果？

BusinesstoConsumer

Isthisdrivenbyacustomerinsight?是否以客戶“洞察”為導(dǎo)向？

Arebothaestheticandfunctionaldesignsbasedonend-userresearch?美觀和功能是否都已最終用戶為研究對象？Firstly,allPhilipsactivitie25Productsandservicesmustbeconvenientandeasytoexperienceinordertoremovethehasslesoftenassociatedwithtechnology.產(chǎn)品和服務(wù)必須方便簡易，使人輕松享受科技帶來的愜意而任何顧慮。EasytoExperience輕松體驗DesignedAroundYou為您設(shè)計BusinesstoBusinessArewetheeasiesttodobusinesswith?我們是否是最簡易的貿(mào)易伙伴？Doweseamlesslyintegratewithcustomers?

我們是否與客戶親密無間？

BusinesstoConsumer

WillIneedamanualtouseit?使用這項技術(shù)需要看使用手冊嗎？

Isitaccessibletoallpeople,regardlessoftheirfamiliaritywithtechnology?無論人們對技術(shù)熟練與否，是否都能應(yīng)用自如？Productsandservicesmustbe26Atthesametime,productsmustbecontinuetodeliverthebenefitsassociatedwithinnovation.

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DesignedAroundYou為您設(shè)計EasytoExperience輕松體驗BusinesstoBusinessDoweofferforward-thinkingsolutions?

我們是否提供前瞻的思考解決方案？Isitadaptable,future-proof,andinteroperable?技術(shù)是否兼容、超前?BusinesstoConsumer

Isitatangibleimprovement?是否切實的改進？Doesatechnologicalinnovationdeliverabetterexperiencetoend-users?技術(shù)創(chuàng)新是否為最終客戶帶來更好的體驗？Atthesametime,productsm27ThesethreepillarscollectivelygivePhilipsadistinctpositionandactasfilterstoensureallcompanyactivitiessupporttheBrandPositioning.

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EasytoExperience輕松體驗Advanced尖端科技DesignedAroundYou為您設(shè)計Thesethreepillarscollective28DeliveringtheBrandPositioningviaproof-pointsinallPhilipsproductdivisions.

通過各飛利浦產(chǎn)品部門的產(chǎn)品證實并完成品牌定位。MedicalSystems醫(yī)療系統(tǒng)

HeartStart,Brilliance40sliceCTLighting照明

Xenoncarheadlights,HaloIn-storecommunication

ConsumerElectronics消費電子

AmbientLightingFlatTV，DVDharddisk

Semiconductors半導(dǎo)體

Nearfieldcommunication,NexperiaDVD+RWdesignDomesticAppliancesandPersonalCare小家電philipsaveCoolskin,SenseoDeliveringtheBrandPositioni29Proof-pointsinConsumerElectronics

消費電子的證明產(chǎn)品FlatTVwithambientlighting流光溢彩彩電EasytoExperience:SeeingisbelievingAdvanced:UniquePhilipsinventionofcoloredbacklightsmaketheviewingexperiencemuchmoreintenseandimmersiveDesignedAroundYou:Consumerdataconfirmssignificantimprovementoftheviewingexperienceversusnon-backlightsystemsProof-pointsinConsumerElect30Proof-pointsinConsumerElectronics

消費電子的證明產(chǎn)品DVDRecorder/HardDiskDVD刻錄機/硬盤EasytoExperience:Recordupto130hrsonHardDiskandpreserveforlifeonDVDAdvanced:PhilipsfirsttoEuropeanmarketwithanElectronicProgramGuideforpointandchickTV

Recording:nomoreprogramminghassleDesignedAroundYou:WithFlexTimeyoucaneasilyPauseLiveTVandwatchthebeginningwhileyourecordendProof-pointsinConsumerElect31DrivingtheBrandPositioninginCE

在消費電子內(nèi)部推動品牌定位BrandPositioningBusinessCreationBuildingthePhilipsBrandGo–to–MarketCEMarketingStrategyConsistentdeliveryinalltoughpointsCEVision&AmbitionPre-PurchaseUsePurchaseDrivingtheBrandPositioning32BrandPositioningandMarketingconceptsdeterminethetoplevelbenefitsofallproducts

品牌定位和營銷觀念決定所有產(chǎn)品的最大益處MarkingConceptSpecificValuePropositionBrandPositioningBrandPositioningandMarketin33TheValuePropositionHousebr