BRAND MANAGEMENT
PHILIPS INDIA: LAUNCH OF NEW AIR PURIFIERS
(Case Analysis)
1. Marketing Mix Analysis
The 4Ps Marketing Mix for Philips India for the Air Purifier product, in particular the New Urban living
Series Air Purifiers.
1. Product
Description: New Urban Living Series Air Purifiers are designed to enhance indoor air quality
by incorporating cutting-edge technology such as Aera Sense, which scans the air for
pollutants, and a multilayered filtration system to effectively remove pollutants such as dust,
airborne allergens, airborne bacteria, and airborne viruses.
Variety: Philips India has three models under this series 3000i, 2000i and 1000 to meet the
needs of different customers and room sizes.
Quality: Philips India puts a lot of emphasis on the filtration performance of their air
purifiers, which is crucial in an environment where air quality is one of the top concerns.
2. Price
Pricing strategy: Philips India offers a range of air purifiers under the New Urban living
Series, with prices starting from Rs.17,500 and going up to Rs.39,995. This pricing strategy
helps Philips India position their products as efficient and affordable, meeting the needs of a
wide variety of customers.
Seasonal Pricing: According to the case, consumers purchase air purifiers on a seasonal
basis, i.e., during the winter season when the air quality is poor. Therefore, the pricing
strategy of Philips India should take this seasonal demand into account.
3. Place
Distribution channel: Philips India has a multichannel distribution model. They sell their
products through their established electronics retail stores, brand exclusive showrooms, and
e-commerce platforms such as Amazon, Flipkart, etc.
, Coverage: They offer home service in more than 200 cities, extending their reach and making
life easier for customers.
4. Promotion
Advertising: The case refers to their advertising campaign “Khushiyon ki Ladi”, which was
created to reach out to consumers during the festive season. The campaign was based on the
concept of creating a chain of happiness based on the emotions associated with celebrating
festivals.
Digital engagement: Philips India understands the importance of staying in touch with
customers, especially during the pandemic. They use digital platforms to create content that
resonates with consumers and keeps them engaged with the brand.This approach has
enabled them to build meaningful relationships with their customers.
Health awareness: As air quality concerns are on the rise, Philips India could target
awareness campaigns around the health benefits of air purifiers. The health risks of indoor
air pollution can be highlighted and consumers can be educated about the need for air
purifiers all year round.
Philips India’s marketing mix is in line with the company’s mission to make meaningful healthcare
innovations available to consumers. The company’s competitive pricing strategy and robust
distribution network have enabled it to reach a broader customer base. However, there’s room for
further health-related marketing efforts and product expansion in this category.
2. STP strategy
STP strategy, a fundamental framework in marketing, serves as a pivotal tool for companies to
effectively target and engage their desired consumer base. Phillips, a renowned multinational
corporation, has successfully harnessed this strategy to cultivate a strong market presence.
a) Segmentation
Phillips carefully divides its customers into different groups because it knows that people want
different things. It sells products to people of different ages and incomes, making sure it reaches
those with more money as well as those with average earnings. Although it pays more attention to
cities, it also understands that people in the countryside want its products. So, it makes things that
can be used by everyone. This way, everyone can find something they like from Phillips, and they
know it will work well.
b) Targeting
PHILIPS INDIA: LAUNCH OF NEW AIR PURIFIERS
(Case Analysis)
1. Marketing Mix Analysis
The 4Ps Marketing Mix for Philips India for the Air Purifier product, in particular the New Urban living
Series Air Purifiers.
1. Product
Description: New Urban Living Series Air Purifiers are designed to enhance indoor air quality
by incorporating cutting-edge technology such as Aera Sense, which scans the air for
pollutants, and a multilayered filtration system to effectively remove pollutants such as dust,
airborne allergens, airborne bacteria, and airborne viruses.
Variety: Philips India has three models under this series 3000i, 2000i and 1000 to meet the
needs of different customers and room sizes.
Quality: Philips India puts a lot of emphasis on the filtration performance of their air
purifiers, which is crucial in an environment where air quality is one of the top concerns.
2. Price
Pricing strategy: Philips India offers a range of air purifiers under the New Urban living
Series, with prices starting from Rs.17,500 and going up to Rs.39,995. This pricing strategy
helps Philips India position their products as efficient and affordable, meeting the needs of a
wide variety of customers.
Seasonal Pricing: According to the case, consumers purchase air purifiers on a seasonal
basis, i.e., during the winter season when the air quality is poor. Therefore, the pricing
strategy of Philips India should take this seasonal demand into account.
3. Place
Distribution channel: Philips India has a multichannel distribution model. They sell their
products through their established electronics retail stores, brand exclusive showrooms, and
e-commerce platforms such as Amazon, Flipkart, etc.
, Coverage: They offer home service in more than 200 cities, extending their reach and making
life easier for customers.
4. Promotion
Advertising: The case refers to their advertising campaign “Khushiyon ki Ladi”, which was
created to reach out to consumers during the festive season. The campaign was based on the
concept of creating a chain of happiness based on the emotions associated with celebrating
festivals.
Digital engagement: Philips India understands the importance of staying in touch with
customers, especially during the pandemic. They use digital platforms to create content that
resonates with consumers and keeps them engaged with the brand.This approach has
enabled them to build meaningful relationships with their customers.
Health awareness: As air quality concerns are on the rise, Philips India could target
awareness campaigns around the health benefits of air purifiers. The health risks of indoor
air pollution can be highlighted and consumers can be educated about the need for air
purifiers all year round.
Philips India’s marketing mix is in line with the company’s mission to make meaningful healthcare
innovations available to consumers. The company’s competitive pricing strategy and robust
distribution network have enabled it to reach a broader customer base. However, there’s room for
further health-related marketing efforts and product expansion in this category.
2. STP strategy
STP strategy, a fundamental framework in marketing, serves as a pivotal tool for companies to
effectively target and engage their desired consumer base. Phillips, a renowned multinational
corporation, has successfully harnessed this strategy to cultivate a strong market presence.
a) Segmentation
Phillips carefully divides its customers into different groups because it knows that people want
different things. It sells products to people of different ages and incomes, making sure it reaches
those with more money as well as those with average earnings. Although it pays more attention to
cities, it also understands that people in the countryside want its products. So, it makes things that
can be used by everyone. This way, everyone can find something they like from Phillips, and they
know it will work well.
b) Targeting
