CA-1: Assignment (Test-1)

Course code: MKTM503

Submitted by: Submitted to:

Student Name- Abhilipsa Mohanty Faculty name- Dr Ajay Bhamba
Registration number- 12106805
Roll number- RQ2143A25
 PHILIPS JUICER

INTRODUCTION

PHILIPS ORIGINALLY KNOWN AS "ROYAL PHILIPS" IS A DUTCH

MULTINATIONAL CONGLOMERATE CORPORATION THAT WAS FOUNDED
IN 1891 IN EINDHOVEN. THE HEADQUARTER IS SITUATED IN
AMSTERDAM. FORMERLY PHILIPS WAS ONE OF THE LARGEST
ELECTRONICS COMPANIES IN THE WORLD, BUT AFTERWARDS, WHEN IT
GOT INTO HEALTH TECHNOLOGY, ITS OTHER DIVISIONS WAS DEPRIVED.
IT WAS FOUNDED BY GERARD PHILIPS AND HIS FATHER FREDERIK
PHILIPS IN 1891 AND THEIR FIRST PRODUCT WAS LIGHT BULBS.
CURRENTLY, IT HAS 80,000 EMPLOYEES ACROSS 100 COUNTRIES. IN 1998
IT GAINED ITS TITLE OF ROYAL HONORARY, AND IT DROPPED ITS NAME
"ELECTRONICS" IN 2013 AS IT STARTED FOCUSING ON HEALTHCARE
TECHNOLOGY ALSO. PHILIPS MAINLY HAS INTRODUCED THREE
DIVISIONS THAT ARE (A) PERSONAL HEALTH (B) CONNECTED CARE (C)
DIAGNOSIS AND TREATMENT. ITS TAGLINE IS “INNOVATION AND YOU.”
PHILIPS JUICER BRINGS OUT THE BEST JUICE IRRESPECTIVE OF HOW THE
TOUGH THE FRUITS AND VEGETABLES ARE. IT IS EASY TO CLEAN,
DISHWASHER SAFE AND FRESH AND NATURAL JUICE AT HOME.

ANALYSIS OF MARKET ORIENTATION OF

ORGANISATION

ACCORDING TO THE ANALYSIS, PHILIPS FOLLOWS THE CONCEPT OF

PRODUCT AND MARKETING CONCEPT ON A PRIMARILY BASIS. PHILIPS

IS ONE OF THE LEADING ELECTRONICS COMPANIES IN THE WORLD AND

THEY HAVE ALSO CONTRIBUTED TO HEALTHCARE TECHNOLOGY.

PRODUCT CONCEPT

EACH DEPARTMENT OF PHILIPS HAS ITS LINE THAT SERVES TO

DIFFERENT AND LOYAL TARGET AUDIENCES. ITS DIVISION IS
DISTRIBUTED AS FOLLOWS:
. PERSONAL CARE- STYLERS AND GROOMING KIT, HAIR REMOVAL,
SHAVERS, ELECTRIC TOOTHBRUSH ETC.
. MOTHER AND CHILD CARE- PUMPS AND CARE, BOTTLE WARMERS AND
STERILIZERS.
. HOUSEHOLD PRODUCTS- VACUUM CLEANERS, KETTLES, AIR
PURIFIERS.
. LIGHTING- FLUORESCENT TUBES, LED BULBS ETC.
. ACCESSORIES- CABLES, HOME ENTERTAINMENT ACCESSORIES ETC.
. PC PRODUCTS AND PHONES- MOBILES, DRIVES AND STORAGE.
. SOUND AND VISION- HEADPHONE, DVD PLAYER, PHILIPS TV, HOME
CINEMA SOUND ETC.
. COMPUTED DIAGNOSTICS, CLINICAL INFORMATICS, HOSPITAL
RESPIRATORY CARE, DIAGNOSTIC ECG ETC.
. PHILIPS LIGHTING DIVISION- OUTDOOR LUMINARIES, SOLAR LIGHTING,
INDOOR LUMINARIES, MASTER LED TUBE ETC.

THE MARKETING CONCEPT

TO PROMOTE ITS BRAND AND PRODUCTS PHILIPS USES SCATTERED
CHANNELS. THE COMPANY DOES ITS PROMOTION THROUGH
TELEVISION, PRINT, RADIO, SOCIAL MEDIA IS IN TREND NOW, AND
EVENTS AND SPONSORSHIPS IS THE PART OF MARKETING MIX. PHILIPS
HIRED CELEBRITIES LIKE MOVIE STARS TO DO ITS PROMOTION, TO
VALIDATE THEIR BRAND. IT ALSO SPONSORS MANY SPORTS TEAMS
AND EVENTS SUCH AS INDIA COMMONWEALTH, F1 RACE, AND HAS
SPONSORED THE AUSTRALIAN RUGBY TEAM. THEY ALSO GRANT LOTS
OF DISCOUNTS, OFFERS AND COUPONS TO THEIR TARGET CUSTOMERS.
THE COMPANY IS MAKING SOCIAL MEDIA PLATFORM TO INCREASE ITS
BRAND AWARENESS WITH COLLABORATION WITH INFLUENCERS,
YOUTUBERS, CONTENT CREATORS ETC. THEY ALSO ENDORSE THEIR
BRAND THROUGH FACEBOOK, INSTAGRAM, TWITTER TO CONNECT
WITH THEIR AUDIENCE AND SOLVE THEIR BRAND-RELATED ISSUES
AND PROBLEMS. PHILIPS CAME UP WITH THE CONCEPT OF GREEN
ENERGY WITH WAS APPRECIATED BY PEOPLE AND THE THOUGHT
BEHIND THIS WAS TO MAKE PEOPLE'S LIFE BETTER. IT ALSO HAS
LAUNCHED A MARKETING CAMPAIGN TO INCREASE ITS BRAND
AWARENESS.

ENVIRONMENTAL ANALYSIS OF ORGANISATION

ENVIRONMENTAL ANALYSIS IS GENERALLY A PROCESS OF

IDENTIFYING THE APPROPRIATE FACTORS THAT HAVE A DIRECT OR
INDIRECT IMPACT ON THE EFFICIENT AND EFFECTIVE FUNCTIONING OF
THE ORGANISATION. TO ANALYSE THE ENVIRONMENT OF “ROYAL
PHILIPS” WE HAVE TO LOOK UPON TO ITS PESTLE ANALYSIS.

PESTLE ANALYSIS
(POLITICAL FACTORS, ECONOMIC FACTORS, SOCIAL FACTORS,
TECHNOLOGICAL FACTORS, LEGAL FACTORS AND ENVIRONMENTAL
FACTORS.)
1. POLITICAL FACTORS-
PHILIPS HOLDS APPROXIMATELY 1.05,000 EMPLOYEES AND
OPERATES IN MORE THAN 60 COUNTRIES. IT HAS A VERY
ASSORTED PORTFOLIO RANGING FROM DOMESTIC APPLIANCES,
CONSUMERS ELECTRONICS, PERSONAL HEALTH TO PERSONAL
CARE. SEEING THIS KIND OF DIVERSIFIED BUSINESS THE
GOVERNMENT IN ALL THE COUNTRIES HAS SOME RULES AND
REGULATIONS WHICH PHILIPS JUICER HAS TO FOLLOW AND
ADHERE TO. EARLIER, WHEN THERE WAS A TRADE WAR BETWEEN
THE US AND CHINA, BECAUSE OF THIS WAR THEIR WAS A
NEGATIVE IMPACT ON THE PROFIT OF PHILIPS JUICER.

2. ECONOMIC FACTORS-
TO SURVIVE AND GROW, ECONOMIC STABILITY IS VERY
IMPORTANT FOR PHILIPS JUICER. THE LED LIGHTS HAS
SIGNIFICANTLY OPENED UP THE GROWTH OPPORTUNITY FOR THE
PHILIPS AFTER THE PROMOTION OF THE GOVERNMENT. THE
SUPPLY FOR JOB IS MORE THAN THE DEMAND OF PEOPLE ARE
WILLING TO WORK AT LOW WAGES WHICH WILL HELP PHILIPS
JUICER TO HIRE PEOPLE AT LOWER WAGES BECAUSE THE
UNEMPLOYMENT RATE IN CHINA AND INDIA IS INCREASING. THE
WORLD ECONOMY HAS SLOWED DOWN DUE TO THE TRADE WAR
BETWEEN THE US AND CHINA, ESPECIALLY THE ECONOMY OF
CHINA HAS DECREASED AT A GREATER SCALE AND HAD
DECREASED THE CONSUMERS CONSUMPTION OF GOODS AND THE
DEMAND FOR PHILIPS PRODUCT(JUICER) HAS ALSO DECLINED.

3. SOCIAL FACTORS-
 THE CHANGE IN THE THOUGHT PROCESS OF CUSTOMERS
REGARDING THE ENVIRONMENT HAS CREATED A LOT OF
OPPORTUNITIES FOR THE PHILIPS. NOW THE PEOPLE ARE DOING
ADVANCEMENT IN THEIR LIFESTYLES AND CHANGING FROM THE
CONVENTIONAL METHOD AND MOVING TOWARDS THE PHILIPS
JUICER IN WHICH PHILIPS IS HAVING ITS MARKET CONDITION AT
THE TOP. IN THIS COMPETITIVE MARKET THE CUSTOMERS ARE
ALWAYS LOOKING FOR SOME KIND OF INNOVATION AS THEIR
PREFERENCES IS CHANGING RAPIDLY. PHILIPS IS ALWAYS
WORKING TO MEET ALL THE EXPECTATIONS OF THEIR CUSTOMER
AND MAKE THEY HAPPY AND SATISFIED. IT ALSO CAME UP WITH
AN NEW INNOVATION KNOWN AS PHILIPS HUE WHICH IS A LINE OF
COLOUR CHANGING LED LAMPS AND WHITE BULBS IS CAN BE
CONTROLLED AND USED WIRELESSLY. NOW ITS CONVENIENT FOR
THE CUSTOMERS TO CHANGE THE LIGHTS ACCORDING TO THEIR
MOOD, TIME AND WEATHER.

4. TECHNOLOGICAL FACTORS-
PHILIPS IS VERY MUCH ADVANCED IN TECHNOLOGICAL
BACKGROUND. THE MAIN FOCUS OF PHILIPS JUICER IS TO PROVIDE
INNOVATIVE AND TECHNOLOGICAL ADVANCED PRODUCTS TO ITS
CUSTOMERS AND CREATE CUSTOMER SATISFACTION. THE
TAGLINE ITSELF TELL ABOUT THE "INNOVATION AND YOU". THE
COMPACT CASSETTE, THE MP3, THE COMPACT DISC, THE BLUE RAY
DISC IN COLLABORATION WITH SONY AND FINALLY THE WORLD
FIRST LCD TV IN THE YEAR 2013 WAS LAUNCHED AT FIRST BY
PHILIPS. BY INTRODUCING PHILIPS VEREOS DIGITAL PET/CT
SYSTEM AND IQON SPECTRAL CT SYSTEM HAS BROUGHT A
QUANTUM LEAP TECHNOLOGY IN RADIOLOGY. THE INNOVATIVE
DIGITAL SILICON PHOTOMULTIPLIER DETECTORS WAS USED IN
 THE VEREOS DIGITAL PET/CT SYSTEM INSTEAD OF THE
TRADITIONAL ANALOG DETECTORS WHICH INCREASED THE
SPEED BY TWO TIMES IN VOLUMETRIC RESOLUTION, SENSITIVITY
GAIN AND QUANTITATIVE ACCURACY.

5. LEGAL FACTORS-
ALL THE ORGANISATION IN THE WORLD IS ABID BY RULES AND
REGULATIONS IN WHICH IT OPERATES AND IT IS ALWAYS
EXPECTED THAT THE ORGANISATION WILL FOLLOW ALL THE
LAWS, RULES AND REGULATIONS. AS PHILIPS IS OPERATING IN
DIFFERENT VERTICAL MARKETS, IT NEEDS TO FOLLOW ALL THE
LAWS RELATED TO THE RESPECTIVE VERTICAL MARKETS.
RECENTLY IN HEALTHCARE SECTOR FACED A LEGAL ISSUE
WHEREIN IT WAS RESPONSIBLE FOR MISMANAGING 3623
COMPLAINTS REGARDING THE PROBLEMS OF ITS IMAGING
MACHINES. THIS PROBLEM HAD THE POTENTIAL TO CREATE
SERIOUS INJURIES BUT DIDN'T CREATE ANY SUCH PROBLEM. IN
ANOTHER CASE THERE WAS AN INFRINGEMENT OF COPYRIGHT
CASE FILED AGAINST NOVA OF ITS ADVANCED BEARD TRIMMER
SERIES 3000, THE DELHI HIGH COURT ANNOUNCED ITS RESULT IN
THE FAVOUR OF PHILIPS AND 3 CRORE WAS ALSO AWARDED TO
PHILIPS AS A COMPENSATION.

6. ENVIRONMENTAL FACTORS-
DUE TO THE RAPID CHANGES IN CLIMATIC CONDITIONS, IT
BECAME A HUGE TASK OR RESPONSIBILITY FOR AN
ORGANISATION TO PROVIDE SUSTAINABLE PRODUCTS AND
SERVICES IN ONE WAY OR THE OTHER. THE INAUGURAL CHANGE
THE WORLD SUSTAINABILITY ALL STARTS LIST PUBLISHED BY
 FORTUNE WAS EXCEEDED BY PHILIPS IN 2017. PHILIPS JUICER HAS
SET ITS TARGET TO USE 100% RENEWABLE ENERGY BY 2020
THROUGH THE USE OF FULLY CARBON NEUTRAL IN ITS
OPERATIONS. BY 2020 IT HAS ALSO DECIDED TO RECYCLE 90% OF
ITS OPERATIONAL WASTE. IT ALREADY HAD MADE A
REMARKABLE STEP TOWARDS SUSTAINABILITY. THERE IS ZERO
WASTE TO LANDFILL IN 65% OF MANUFACTURING SITES. IN
AFRICA MORE THAN 600 MILLION PEOPLE USE KEROSENE AND
CANDLES TO GET RID OF DARKNESS AND THIS WAS
ACKNOWLEDGED BY PHILIPS. THEN PHILIPS DEVELOPED A
PRODUCT THAT HAS A COMBINATION OF OG INNOVATION IN LED,
SOLAR PANELS AND BATTERY TECHNOLOGY TO HELP THE PEOPLE
TO GET EFFICIENT LIGHT ENERGY AT AFFORDABLE PRICES. THE
THOUGHT CAME UP BECAUSE KEROSENE IS DANGEROUS TO THE
ENVIRONMENT.

COMPETITION ANALYSIS

COMPETITION ANALYSIS IS DONE FOR THE BETTERMENT OF THE

COMPANY. IT IS A PROCESS OF IDENTIFYING YOUR COMPETITORS AND
ACCESSING THEIR STRATEGIES TO DICTATE THEIR STRENGTHS AND
WEAKNESSES FOR THEIR OWN COMPANY BETTER RESULTS. HERE WE
ARE COMPARING PHILIPS JUICER AND SUJATA JUICER.
 PHILIPS JUICER AND SUJATA JUICER

PHILIPS JUICER GOT A RATING OF 7.7 WHEREAS SUJATA JUICER GOT A

RATING OF 8.8 IN THE WHOLE MARKET. THE CURRENT PRICE OF BOTH
COMPANIES PRODUCTS ARE PHILIPS JUICER IS APPROXIMATELY ₹7000
AND SUJATA JUICER IS APPROXIMATELY ₹4500. THE POWER OF PHILIPS
JUICER IS 700W WHEREAS THE POWER OF SUJATA JUICER IS 810W AND
MORE THAN THAT IS ALSO AVAILABLE. THE FUNCTION OF PHILIPS
JUICER IS ONLY JUICER BUT THE FUNCTION OF SUJATA COMES WITH A
COMBINATION OF GRINDER, MIXER, JUICER. NO OF JARS IN PHILIPS
JUICER IS 1 AND 2 IN SUJATA JUICER. THE SPEED SETTING OF PHILIPS
JUICER IS 1 SPEED SETTING WHERE SUJATA HAS 3 SPEED SETTINGS.
PHILIPS DOESN'T PROVIDE ANY WARRANTY ON THIS PRODUCT
WHEREAS SUJATA GIVES 12 MONTHS OF WARRANTY. PHILIPS IS
AVAILABLE IN 2 DIFFERENT COLOURS BLACK AND SILVER AND THE
SUJATA JUICER IS AVAILABLE IN ONLY ONE COLOUR VARIANT THAT IS
WHITE. THE BODY MATERIAL OF THE MAIN UNIT OF PHILIPS JUICER IS
MADE UP OF ALUMINIUM AND SUJATA JUICER IS MADE UP OF
ACRYLONITRILE BUTADIENE STYRENE. THE MATERIAL OF THE BLADE
IN PHILIPS IS POLYSTYRENE AND SUJATA JUICER HAS STAINLESS STEEL
MATERIAL. PHILIPS DOESN'T HAVE ANY ONLINE PULP CHAMBER BUT
SUJATA HAS A TRANSPARENT REMOVABLE CHAMBER. PHILIPS HAS A
75MM OF FEEDER TUBE BUT SUJATA DOESN'T HAS ANY OF THOSE.
PHILIPS HAS 240 VOLTAGE CAPACITY AND SUJATA ALSO HAVE THE
SAME CAPACITY AS PHILIPS. THE FREQUENCY OF PHILIPS JUICER IS 60
HZ WHEREAS SUAJTA HAS A BIT LOW FREQUENCY THAT IS 50 HZ.
PHILIPS DOENT HAVE ANY MOTOR RPM BUT SUJATA HAS 22000RPM. THE
CORD OF PHILIPS IS 1M BUT SUJATA DO NOT HAVE ANY CORD IN THEIR
JUICER. THE JUICER CAPACITY OF PHILIPS IS 800L WHEREAS SUJATA IS
AVAILABLE WITH THREE DIFFERENT JARS ITS CAPACITY IS AS
FOLLOWS: MIXER JAR CAPACITY (1.5L), GRINDING JAR CAPACITY (0.3L).
AND BLENDER JAR CAPACITY (1.5L). WHEN WE COME TO SATISFY
PURPOSE, PHILIPS HAS AUTO-OFF, SAFETY LOCK AND NON-SLIP FEET
WHEREAS SUJATA HAS ONLY NONE OF THE SAFETY IT ONLY HAS A
BUILD-IN MOTOR PROTECTOR. NOW AT LAST PHILIPS HAS A LOW
WEIGHT AND DIMENSIONS OF 3 KG WHEREAS SUJATA HAS 6KG OF
WEIGHT AND DIMENSIONS.
AFTER ANALYSING THE ABOVE INFORMATION, I HAVE CONCLUDED
THAT SUJATA IS PRETTY GOOD WITH ALL THE FACTORS EXCEPT THE
SAFETY FACTORS. PHILIPS IS A BIT COSTLY AFTER LOOKING AT THE
FACTORS BUT IT IS WORTH IT BECAUSE IT HAVE EXCELLENT SAFETY
FACTORS WHICH IS THE MOST IMPORTANT THING IN AN ELECTRONIC
DEVICE. AND ACCORDING TO MY ANALYSIS PHILIPS WILL GROW IN THE
MARKET BECAUSE OF ITS BRAND VALUE AND IF SAFETY MEASURES IS
TAKEN INTO CONSIDERATION.
IDENTIFICATION OF VALUE ADDITION ACTIVITIES

THE INBOUND LOGISTICS AND OUTBOUND LOGISTICS INCLUDES

SUPPLIER, PROCUREMENT, WAREHOUSING DISTRIBUTION, RETAIL AND
CUSTOMER.
IN PHILIPS, THEY WORK WITH SUPPLIERS AND ALWAYS HAS
CONTINOUS IMPROVEMENT, EMBEDDING QUALITY STANDARDS
THROUGHOUT THE CHAIN. THE AIM OF SUPPLIERS AT PHILIPS FOCUS TO
MEET TO THE EXPECTATIONS AND REQUIREMENTS OF THE EXTERNAL
SUPPLIERS. TO CHECK UP ON THE QUALITY, REGULATORY, PRODUCT,
PROCESS, ANS CUSTOMER REQUIREMENTS THE SUPPLIER QUALITY
MANUAL IS MAINTAINED BY PHILIPS. IT HELPS PHILIPS AND THE
SUPPLIERS TO MAINTAIN THE QUALITY STANDARDS AND IT ALSO
GUIDES THEM WITH ANY QUALITY COMPLIANCE.
PROCUREMENT IS A VERY SERIOUS PROCESS IN PHILIPS. IN THIS
PROCESS PHILIPS STANDARDIZED THE ROLES AND RESPONSIBILITY
THAT MAKE EASIER TO CONNECT WITH PEOPLE. IT HAS ALSO CHANGED
THE HIERARCHY AND ALSO DELEGATING THE WORK FOR BUYING AND
SELLING PURPOSES INSTEAD OF LAYERING IT WITH MANAGERS.
PROCUREMENT IN PHILIPS HAS ALWAYS HELPED IN GENERATING
SAVINGS. THROUGH THIS PROCESS THERE WAS A CHANGE IN LINES OF
COMMAND FOR BUYING AND SELLING OF PRODUCTS.
THE DISTRIBUTION CHANNEL IS VERY WELL-IDENTIFIED BY PHILIPS.
AS PHILIPS GENERALLY DO RURAL MARKETING ITS DISTRIBUTION
CHANNEL IS AS FOLLOWS:
MANUFACTURER DEALER (RETAILER) SUB-DEALER

PHILIPS JUICER SATISFY THEIR CUSTOMERS THROUGH UNIQUE

INTERMEDIARIES. PHILIPS JUICER FOLLOWS THE CHANNEL INCLUDING
MATERIAL MANAGING, WAREHOUSING, ORDER PROCESSING,
TRANSPORTATION, DELIVERY.

MARKETING AND SALES ACTIVITIES PHILIPS JUICER INCLUDES SALES

FORCE, MARKETING, PROMOTION ACTIVITIES, PRICING,
TRANSPORTATION, CHANNEL SELECTION, DISTRIBUTION, DELIVERY.

REFERENCES

https://www.philips.co.in/
https://www.bartleby.com/essay/Distribution-Channels-for-Philips-
P3UCBZ4K6YYA
https://www.philips.co.in/c-t/XC000003632/my-philips-juicer-is-not-working
https://www.ibef.org/download/PHILIPS.pdf
https://www.conzumr.com/br/JUICER_MIXER_GRINDER/compare?prodList
=6217,7520