Bangkok--24 Jun-- Philips Electronics (Thailand) Ltd’ led by Mr. Somchai Tawonrungroaj, General Manager of Consumer Lifestyle Sector, announces another year of the company’s success in retaining its No.1 best selling in iron and blender, ranked by GFK Marketing Service (Thailand) Ltd. The company plans to penetrate the market by introducing new products and conducting the marketing program under Lifestyle Marketing concept to serve all consumers’ lifestyle. The company is confident to maintain its No.1 best selling in iron and blender in Thai market for 5 consective years in 2008. GFK Marketing Service (Thailand) Ltd., the leading international retail research company, presents the No.1 Award Certificate to Philips as the company achieved the best selling products of iron and blender in Thailand, marking the company’s four consecutive years of achievement. Mr. Somchai said that: “Philips’s success can be contributed to three factors. First, the quality of new products introduced to the market can serve consumers’ needs (in 2007 the company introduces 15 new steam iron models and 8 new blender models). Second, the roadshow activities were conducted nationwide, helping the company to be able expanding consumer base in provincial areas. Third, the after-sales-service can increase consumers’ satisfaction through 115 authorized services center countrywide.” In 2007, Philips has 53 per cent market share in Thailand’s iron market and 40 per cent market share in Thailand’s blender market. Mr. Somchai said that “The 2007 success led Philips to believe that the company can secure it No.1 best seller in iron and blender again this year. The company aims to leverage the stregnth of Philips brand through the new marketing strategy under Lifestyle Marketing concept with the aims to offer new product, marketing activities and service which have already been improved both quality and efficiency in order to serve consumers’ lifestyle and demands. These will lead Philips to achieve the 2008 sales target and can retain its market leader position in iron and blender this year despite the influrence from the external factors. Philips new products released to the market are based on three pillars of Philips brand promise ‘Sense and Simplicity’ that are design around you, easy to experience and advanced. Threfore, new Philips irons have been developed with the improved quality and efficiency. The fast ironing means energy saving. Philips not only empahsized on creating the beautiful design but also developing function and feature more user—friendy. Therefore, Philips iron can make light work of even diffcult fabric and consumers will never get bored again with the ironing. Philips blender has also been improved the quality and efficiency. The improved speed of blender and the durable jar can help consumers to cook faster. Mr. Somchai said that “for iron product, Philips continues to implement the conversion strategy to convince consumers to switch to steam iron from dry iron while an upgrading strategy is adapting to existing steam iron users to switch to use the higher product performance model together with the offer of the steam iron models, which the price setting are closed to the dry iron, that can penetrate the entry steam iron market. This will help increase the deamand for steam iron in Thai market. We can see that since Philips introduced the steam iron to the Thai market in 1998. Philips is one of the pioneers in campaigning to encourage Thai consumer to switch from dry iron to steam iron. Philips sees that over the past ten years in the total iron market, the steam iron in market share increase from only four percent in 1991 to nearly 65 per cent in 2008.” This year, Philips plans to introduce new 10 iron models to Thai market in the second half of 2008. Currently, Philips markets 25 iron models (with three model types: dry, steam and system iron) with the price rage between 529-25,900 Baht that can serve all consumers’ need. The basic steam iron model that Philips is proud to present is GC1820 that has beautiful design available in five colors. The iron body is designed to comfort ironing. Consumer can finish the ironing faster and easiler with the 1600 Watt GC1820 which has the Golden Dynaglide soleplate that can produces excellent gliding. It can produce 20 grams per minute continueous steam output as well as an 80 grams per minute boost. It has a vertical steam function. For Philips blender, Philips markets 8 models with the price range between 1,490 -4,590 Baht, offering a variety of products to suit consumers’ demands. Consumers can choose their own choice based on the funtion and feature of models that suit them most in terms of motor power, that have a maximum level of 750 watt, and other accessories inlcuding filter and mills. The highlighed model that Philips introduces to the market is Philips HR2068 that has 600 Watt of motor power, the dedicated functions (ice-crushing & pulse) and detachable serrated knife. Filter is for clear juice without seeds and pips allowing user to make your own fresh juices and create nutritional smoothies such as soy bean drinking. The mills can grind wet and dry ingredients in seconds. Philips blender is an ideal for cooking food and making healthy juice and suitable for health-concerned people. The company’s marketing program in 2008 will focus on organizing a roadshow and on-ground activities nationwide, aiming to increase 15 percent of roadshow frequency under the consumer experience marketing strategy, allowing consumers to experience products’ performance before making a purchase decision. For iron, Philips will set the activities that show the efficiency of the product. The benefit of good garment care will enhance the personality to be more sophisticate, trendy and fashion. For blender, the activities will be conducted under the theme of ‘Health Marketing” showing off the nutritious menu from Philips food specialist team. In 2008, according to GFK report, the total iron market in Thailand is expected to grow by four percent from the total market of 1.21 billion Baht in 2007. Philips expects that the market share between dry iron and steam iron will be changed to 35:65 in 2008 from 40:60 in 2007. The steam iron market will be a focus as many consumers have turned to use steam irons. In 2008, according to GFK, the Thailand’s blender market is expected to grow by five percent from the total market of 666 million Baht in 2007. The major driving growth factor is the growing concern of consumers to live healthier.Philips also focuses on wining consumers’ mind through the effective after-sales-service. Philips has 115 authorized service centers nationwide. Philips has set up a special service ‘hotline’ program for high-end steam iron models including Intellicare and Provapor to provide service within 24 hours after receiving request for six areas; Bangkok and greater area, Cholburi, Chiang Mai, Suphanburi, Phuket and Songkhla. Services include product introduction, product repair and check up together providing the irons for use during the repair period. Mr. Somchai said that “Currently, consumer lifestyle has changed. The increase in a number of families living in condominium and apartment has push up the demand of domestic appliances which can serve each individual and familiy lifestyle. Therefore, Philips is confident that the company’s small domestic appliances especially iron and blender can serve these demands of consumers while the marketing strategy implementation that match the consumer lifestyle will help Philips to be able to maintain its No.1 best selling in iron and blender in 2008 which will be the five consecutive years.” Public Relations Department: Tel. 02-614-3333 ext. 3486, 3627