Philips Electronics India Limited - Current Scenario!

Most of us know about the brand Philips Electronics India Limited. Some of us know bit more about their present business and marketing scenario and the issues they are facing. Here I will be sharing my take on the issues with their marketing and branding strategies in India and the potential solutions.

Let me first give you a little statistics about the global market situation of Royal Philips Electronics and it's close competitors. This is the list of top 12 Electronics and Electronic Equipment companies in the world by their revenue [as per Yr2007 data]

Siemens ($106bn)
Samsung Electronics ($106bn)
Hitachi ($98bn)
LG Electronics ($82bn)
Panasonic ($79bn)
Sony Corporation ($78bn)
Toshiba ($67bn)
Hon Hai Precision ($52bn)
Tyco International ($38bn)
Philips ($37bn)
Mitsubishi Electric ($35bn)
Sharp Corporation ($30bn)

Here we can clearly see that Philips is in the 10th stand and just above Mitsubishi Electric. In fact almost standing neck to neck.

Below is the changed scenario in the Yr 2011. See the difference -

Samsung is reigning the industry sitting at the top with a revenue of US$ 133,780.
then at 5th position Hitachi with US$ 112,400
followed by Panasonic with US$ 104,880
Siemens US$ 96,590
Sony US$ 86,640
Toshiba US$ 76,667
LG Electronics US$ 48,230
Mitsubishi US$ 44,800
Sharp Corporation US$ 33,639
and Philips is settled with a revenue of US$ 33,390

As it is pretty evident from the above statistics that Philips is loosing its fight with other electronic industry giants. The Indian scenario is much more worse. The brand Philips in India try to position themselves as a prominent leader in consumer electronics goods segment. In their own words, "Today, Philips is a simpler and more focused company with global leadership positions in key markets of Healthcare, Lighting and Consumer Lifestyle, addressing people’s Health and well-being needs and aspirations as its overarching theme."

But is that the real scenario? Let us see what are the products they have in their portfolio to offer. Television, Home Theatre, Audio, Portable Multimedia, Headphone, Professional Displays, Personal Care and Grooming equipments, Kitchen Equipments (mixer, grinder, juice maker, rice cooker, etc), Lights, Notebooks, Mobile phones etc.

For further readings -
http://www.moneycontrol.com/news/business/philips-india-forays-into-water-purifier-business_279221.html
 http://www.sec.gov/Archives/edgar/data/313216/000095012310015062/u08188exv15wxby.htm