Royal Phillips to shell out 80 m euro for rebranding

Mumbai, March 29 | Updated: Mar 30 2005, 05:30am hrs
Royal Philips Electronics is planning to spend 80 million euro in the first quarter of 2005 in order to launch its global brand campaign Sense and Simplicity in eleven markets around the world. In India, the investment is to the extent of Euro 2.5 million.

At a press meet in Mumbai, Philips International, senior VP, head of global marketing management, Enderson Guimares said that the objective is to fulfill the promise made to customers on the digital revolution which is said to make their lives easier, simpler, and better. This is because people will not buy complicated products and they will drop services that are too complex he added. The campaign, which was developed by Philips global advertising agency, DDB and its media agency Carat will feature Philips products that fit the new brand positioning.

Meanwhile, the domestic appliances and personal care division of Philips India a subsidiary of the Netherlands-based Royal Philips Electronics is planning to widen the distribution reach for Philips Philishave from 7 to 30 cities in India. As part of the strategy, the company plans to expand its retailers from 12,000 to 20,000, within a year, said domestic appliances and personal care, general manager - marketing Ram Maganti.