Philips to unveil new brand campaign

Royal Philips Electronics is investing euro 2.5 million to launch its new brand campaign 'sense and simplicity' in India. In two weeks, Philips India will launch the campaign, which is in line with its parent company's changing image to become market-led.

"There is a need to give technology fresher, cleaner and a more human face. Simplicity is what people expect of technology", K Ramachandran, managing director and CEO of Philips India said.

The brand campaign will focus firmly on a core target group consisting of the 20 per cent of the people who do 80 per cent of the buying and who share a dislike for unnecessary hassles often created by technology.

The Netherland-based electronic major launched this campaign last October and now intends to spend euro 80 million in the first quarter of 2005 in 11 key markets, including India.

Enderson Guimaraes, senior vice-president, head of global marketing management, Philips International said, "The company interviewed 1,800 people around the world and had conducted 150 in-depth interviews. The study showed that there is a commonality of frustation if the services or products are too complicated. Customers want simple solutions. Philips is committed to offer solutions that are designed around you, easy to experience and advanced - the three filters that help Philips to define sense and simplicity."

Ramachandran pointed out that the company is also changing and is using simpler process "be it trading with our business partners or with our employees."