HomeResearch & Knowledgeback to HomeMarketingback to Research & KnowledgeThe Philips marketing journey (A)back to Marketing

Case Study

The Philips marketing journey (A)

By Seán Meehan

7 pages

December 2007

Order this case study

Reference: IMD-5-0729

In 2001 Gerald Kleisterlee took over as CEO of Philips amid a financial crisis. The company was about to post its worst ever losses and was being viewed by many as a candidate for takeover or break-up. Kliesterlee engages in a process for re-establishing priorities for Philips and reformulating its strategy from being a conglomerate story to be a high growth electronics play. He knows that the company needs to be more externally focussed and decides to hire a Chief Marketing Officer, Andrea Ragnetti, to provide the impetus. The (A) case ends by posing the question: What should be Ragnetti’s initial plans and priorities?

Learning Objective

To better understand how to create the conditions for outside-in transformation of a complex corporation and to appreciate the bridge brand and customer insights play in linking the customer to the corporation.

Keywords

Positioning, Brand, Customer Focus, Change, Electronics

Settings

World/global
2002-2007

Type

Field Research

Available Languages

English

IMD retains all proprietary interests in its case studies and notes. Without prior written permission, IMD cases and notes may not be reproduced, used, translated, included in books or other publications, distributed in any form or by any means, stored in a database or in other retrieval systems. For additional copyright information related to case studies, please contact Case Services.

Contact

Research Information & Knowledge Hub for additional information on IMD publications

This case study is part of a series

Philips marketing journey (B)
The Philips marketing journey (A)
The Philips marketing journey (C)

This case study is part of a series

Philips marketing journey (B)
The Philips marketing journey (A)
The Philips marketing journey (C)

Keep reading

Article

Why Chinese companies are betting big on the Euro 24 tournament

Leading Chinese companies are preparing to take advantage of exposure and opportunities as top sponsors and suppliers to the UEFA EURO 2024 Men’s S...

Competitiveness Innovation Strategy China Future Readiness Marketing

By Mark J. Greeven and Howard H. Yu

in I by IMD

5 June 2024

Article

A marketing playbook for sustainable products

Marketing campaigns for sustainable offerings often fail, leaving businesses with products that do not sell. How can companies reach customers more...

Sustainability Strategy Marketing

By Goutam Challagalla and Frédéric Dalsace

in I by IMD

7 May 2024

Case Study

Nespresso: Strategy reset for growth: The youth market (Abridged)

Nespresso, the global leading brand in portioned coffee, is facing an existential threat. The company’s current market base, which consists primari...

Marketing Strategy Sustainability

By Kamran Kashani and Goutam Challagalla

Article

How AI gives Taobao's one billion customers the personal touch [Video]

Chris Tung is President of Strategic Development at Chinese e-commerce multinational Alibaba Group. He tells Amit Joshi how the company is integrat...

Artificial Intelligence Customer Centricity Marketing

By Amit M. Joshi

in I by IMD

16 April 2024

Article

How to market sustainable products: Three paths to success

Many companies overestimate customers’ appetite for sustainable products, flooding the market with offerings that don’t sell. The reality is, socia...

Sustainability Global Business Marketing

By Goutam Challagalla and Frédéric Dalsace

in Harvard Business Review

March-April 2024, vol. 102, issue 2, pp. 80-87

Case Study

Thales: Digital sales enablement with ContentFlix

The case explores the efforts of Hamilton Mann, Group VP, Global Digital Marketing & Digital Transformation at Thales, to build a sales enablement ...

Digital Transformation Business to Business Marketing Strategy

By Didier Bonnet, Michael R. Wade and Lisa Simone Duke

Case Study

Revier Brand Group, LLC: Will its “sustainability and consistency” brand positioning pay off?

The CEO of Revier Cattle Company, Tom Revier, had been an innovator in sustainable farming and humane livestock practices for over two decades. He ...

Sustainability Marketing

By Goutam Challagalla, Philip Charles Zerrillo and Raghu Batta

Why Chinese companies are betting big on the Euro 24 tournament

By Mark J. Greeven and Howard H. Yu
in I by IMD 5 June 2024

Summary

Leading Chinese companies are preparing to take advantage of exposure and opportunities as top sponsors and suppliers to the UEFA EURO 2024 Men’s S...

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Competitiveness

Innovation

Strategy

China

Future Readiness

Marketing

Browse all topics

A marketing playbook for sustainable products

By Goutam Challagalla and Frédéric Dalsace
in I by IMD 7 May 2024

Summary

Marketing campaigns for sustainable offerings often fail, leaving businesses with products that do not sell. How can companies reach customers more...

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Sustainability

Strategy

Marketing

Browse all topics

How AI gives Taobao's one billion customers the personal touch [Video]

By Amit M. Joshi
in I by IMD 16 April 2024

Summary

Chris Tung is President of Strategic Development at Chinese e-commerce multinational Alibaba Group. He tells Amit Joshi how the company is integrat...

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Artificial Intelligence

Customer Centricity

Marketing

Browse all topics

How to market sustainable products: Three paths to success

By Goutam Challagalla and Frédéric Dalsace
in Harvard Business Review March-April 2024, vol. 102, issue 2, pp. 80-87

Summary

Many companies overestimate customers’ appetite for sustainable products, flooding the market with offerings that don’t sell. The reality is, socia...

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Sustainability

Global Business

Marketing

Browse all topics

Thales: Digital sales enablement with ContentFlix

By Didier Bonnet Michael R. Wade and Lisa Simone Duke
Case reference: IMD-7-2460 ©2024

Summary

The case explores the efforts of Hamilton Mann, Group VP, Global Digital Marketing & Digital Transformation at Thales, to build a sales enablement platform as part of Thales’ larger digital transformation. “ContentFlix” aimed to be a one-stop sales enablement platform bringing together content for presentations and sales pitches and integrating solutions from across the business. Thales’ key account teams were used to operating in silos and via face-to-face interactions. Similarly, marketing and sales were distant and did not work together as effectively and seamlessly as they could. ContentFlix was intended to break down those silos and encourage collaboration between the company’s different businesses and marketing and sales teams. Mann’s team had launched ContentFlix quietly, tackling each implementation challenge as it came, and adoption had been steady. The Covid pandemic changed everything. Enforced lockdowns meant that remote cooperation between units became the only way to do business. The platform’s adoption accelerated beyond Mann’s expectations and continued to grow post-pandemic. The case explores how the team planned the platform, supported its rollout across Thales and continued to build it throughout the pandemic and beyond. The case explores in rich detail the obstacles and challenges as well as the successes Mann and his team face. The case closes with the rise of generative AI (GenAI). The team starts to consider where GenAI could enhance ContentFlix. What possibilities were there to take the platform to its next stage of development?

Reference IMD-7-2460

Organization Thales

Industry Manufacturing;Information Technology, Information Services;Manufacturing, Aerospace and Defense

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Digital Transformation

Business to Business

Marketing

Strategy

Browse all topics

Revier Brand Group, LLC: Will its “sustainability and consistency” brand positioning pay off?

By Goutam Challagalla Philip Charles Zerrillo and Raghu Batta
Case reference: IMD-7-2170 ©2023

Summary

The CEO of Revier Cattle Company, Tom Revier, had been an innovator in sustainable farming and humane livestock practices for over two decades. He ...

Reference IMD-7-2170

Organization Revier Cattle Company

Industry Food Production, Ranching

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Sustainability

Marketing

Browse all topics

Karios: Rethinking customer processes in the luxury industry (C)

By Dominique Turpin
Case reference: IMD-7-2492 ©2023

Summary

The (C) case describes the customer’s after-sales experience. The participants need to identify what went wrong again and how the brand might save the customer relationship.

Reference IMD-7-2492

Organization Karios (Disguised)

Industry Consumer Goods, Luxury Goods and Jewelry;Consumer Goods, Clocks and Watches

Available Languages English

Contact

Research Information & Knowledge Hub for additional information on IMD publications

Related topics

Marketing

Browse all topics