Journal Title:  MERCATI E COMPETITIVITÀ

Author/s: Sergio Tonfi

Year: 2008 Issue: 3 Language: IT
Pages: 20 Fulltext PDF:2030 KB

Abstract:
Simplicity as the key driver to market technology: the Philips case - Technology is present in our life everywhere. But the digital promise to help people living better is not yet arrived. That’s why Philips has choose simplicity ad a driver for its new brand positioning, looking for products and solutions able to really improve the quality of life based on the promise of making more sense but also simpler to use. Marketing function has now the leading role to transform Philips into a more customer-centric organization. A new set of tools, including mission critical initiatives and net promoter score, together with a complete re-thinking of the use of communication to address both the world outside but also the internal target, are changing the face of Philips, a leading multinational in the strategic areas of healthcare, lighting and consumer lifestyle. Keywords: Power of technology, making senso of technology, looking for simplicity, consumer’s needs evolution, customer centricity, brand re-positioning, value proposition house, mission critical initiative, net promoter score.