This is a Thunderbird Case Study.The case describe the confrontations faced by the CEO and just hired Chief Marketing Officer to reposition the Philips brand and drive the organizational changes to support the new vision.
Fundamental to the variant was the Sense and Simplicity marketing campaign, which came to embody a completely new means of doing business at Philips. The main goal of the Simplicity and Perception effort was customers aged 35 -55. Philips wasn't thought of as an alluring and cool brand by Generation Y consumers. Philips must rewire the Simplicity and Sense effort for the Generation Y market.
Philips Sense and Simplicity case study solution
PUBLICATION DATE: December 21, 2007 PRODUCT #: TB0083-PDF-ENG
This is just an excerpt. This case is about SALES & MARKETING
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