Philips Mobile Promotion Case Analysis.doc

 PAGE \* MERGEFORMAT 9 Philips Mobile Promotion Case Analysis New Year’s Eve, Philips Joint PASSAT in 23 cities to start one called ‘10 million winner navigate the world’ in joint marketing activities in the industry has won wide attention. Co-branding or co-promotion as a marketing method, long ago had been a number of brands chasing sticks and operation, but through this event, we find that as an international consumer electronics giant Philips, in the concept of branding still maintained his innovative, advanced and leading questions. This inspired a number of small domestic appliances business to broaden the marketing ideas and promotional ideas to break the limitations of a single, out of special, buy gifts, coupon redemption schemes and other traditional promotional activities, the meaning is still a great inspiration. It can be said to implement differentiated marketing strategy is that we from the homogeneous, low-cost out of the mire of the current cut-throat competition to one of the basic method. Co-branding to promote the fundamental lies in the brand of convergence between the degree of relevance and whether the high degree of unity between the channels of the brand, advertising and consumer resources are able to complement each other and to draw on each other’s brand power to expand the scope of promotional activities in radiation and enhance its own brand. These very important. To find the similarities between brands, is to determine the effectiveness of the joint promotion of the level of the key. Philips held a joint PASSAT promotional activities, apparently a cell phone, one car, it seems difficult to find similarities between them points. However, in the eyes of Philips marketing staff, anything is possible. First of all, Philips 9 @ 9 series of phones, mainly for the backbone of society, their work pressure, fast-paced life of the need to ready to deal with emergency work, with strong endurance and maintain smooth communication at any time