Bangkok--2 Feb--Philips Electronics
Philips Electronics (Thailand) Ltd’s Chairman and CEO Prakorn Makjumroen unveils the company’s 2009 direction and marketing agenda aiming to market truly differentiating products and solutions in the areas of health and well-being to sever growing consumer’s needs. This is in addition to the effective marketing strategy to targeted consumers as well as the firm response to the economic crisis. These factors would help Philips to achieve its doubling GDP growth sales target in 2009 again.
Mr. Prakorn said that despite the economic downturn Philips Thailand marked another year of success as its sales doubling GDP growth. The success can be attributed to the fact that Philips has set a clear targeted market in three areas including Healthcare, Lighting and Consumer Lifestyle.
Philips offered products and solutions that are energy efficient, personalized experiences and atmospheres, personal well-being and better healthcare for all patients and healthcare providers.
Philips Lighting Sector. In 2008, Philips maintained its No.1 position in lighting industry for 56 consecutive years. The company’s key success factors included the differentiating marketing activities for its consumer and professional consumers, new product introduction such as new energy saving Tornado series and LED products, as well as the cooperation with partners to improve distribution network, as a result Philips lighting products are more accessible nationwide.
Philips Consumer Lifestyle Sector. Philips succeeded in retaining its one of the top 3 positions in Thailand’s consumer lifestyle market in 2008. Key success factors included the new product introduction of consumer electronics and domestic appliances and personal care such as new home theatre with Ambisound technology, micro system, MP3/MP4 players, iron, and blender, the continuous marketing campaigns and activities as well as the co-operation with partner to further expand its footprint in the market.
Philips Healthcare Sector. Philips was one of the top 2 positions in Thailand’s healthcare market as the sector could expand the installation base for private and public hospitals such as the Cardiovasular X-ray and the computed tomography model: iCT Brilliance 256 Slice, succeed in an increase in sales to public hospitals and continue organizing academic seminars helping the company to better serve the healthcare providers’ needs.
Mr. Prakorn said that for 2009, Philips has prepared the firm response plan to cope with the economic downturn. The company has set a doubling GDP growth sales target with a three main direction; to focus in the area of health and well-being market, build on our strength in the company’s highly penetrated markets, and seek for opportunities in new markets.
He said “Moreover, to get through the turbulent economic crisis, the company has been cautious in setting its sales growth target while it plans to improve its efficiency for marketing and workforce. The company will also set a stringent approach to cash flow and inventory management.
For Philips Lighting in 2009, the sector will launch new product and innovation in the areas of energy saving and environmental friendly for consumer and professional market such as LED products, new fluorescent T5, new energy saving bulb models and new consumer luminaires for home, together with new marketing campaign for lighting consumer market under theme of “Simply Brighter Energy Saving” and a focus on converting the existing lighting system to energy efficient lighting ones for professional customers such as department stores, shops, factories, offices and schools. The company will also continue its seminar focusing on energy efficient lighting solution to architect, engineer and lighting designers and expand its distribution network in Chiang Mai and Phuket.
For Philips Consumer Lifestyle in 2009, Philips will market new product and innovation of consumer electronics and domestic appliances and personal care to serve consumers’ lifestyle such as connected audio and pressurized iron system. A marketing campaign of “Audio Sound Quality” is set for consumer electronic products and “Health Marketing” is set for domestic appliances and personal care. This is in addition to a campaign to encourage Thai consumers to switch from dry iron to steam iron and upgrade from steam iron to pressurized ones.
Furthermore, Philips will also focus on the on-ground activities because according to the research, 44 per cent of purchase decisions are made in the store. The company will improve store management together with launching effective in-store promotion campaign and improve sales promoters’ skill.
For Philips Healthcare 2009, Philips will continue launching new technology to better serve the needs of patients and healthcare providers such as the new model of Magnetic Resonance Achieva3.0T TX, the computed tomography models of 256-slice and 128-slice Brilliance iCT scanners. The company will also focus on organizing academic seminar and after-sales-service to increase consumers’ satisfaction.
Mr. Prakorn said “I’m confident about overall strength of business portfolio to better serve consumers’ need in health and well-being together with effective marketing strategy. The company will cautious on the change in economic environment and set a stringent approach to cost, inventory and workforce management. These factors will lead the company to better cope with the changing market environment and to achieve 2009 sales target.”
For more information please contact:
Ms. Naranart Phuangkanok (Nat)
Public Relations Department
Philips Electronics (Thailand) Ltd.,
Tel: (00662) 6143333 ext 3486
Fax (00662) 6143488