Research by: Neha Srivastava & Sandeep Puri
Philips India is a leading player in the air-treatment products market in the country. Philips India’s launch of the New Urban Living Series air purifiers aligns with the company’s continued focus on enhancing people’s health by leveraging technology to promote healthy living and prevention. The case describes how, given the challenges in the residential consumer segment, Philips India intends to back its competitive strategy logic of entering the air purifier market and leverage its brand equity in healthcare to differentiate itself from its rivals and overcome the hurdles it is likely to encounter in a nascent but overcrowded market.
This case is designed for use in a graduate-level marketing course covering marketing strategies for the launch of a new product or discussing product and brand management and consumer behavior. The case can also be used in a brand management course to explore different branding models, such as Aaker’s brand equity model, the brand resonance pyramid, and bull’s eye positioning. As the case has interdisciplinary characteristics, instructors could augment this teaching note with course-specific material to enrich the teaching and learning experience. After working through the case and assignment questions, students will be able to:
- understand the air purifier market in India and the factors contributing to its growth;
- understand the role of the marketing mix in the launch of a new product line;
- recognize the importance of Aaker’s brand equity model, the brand positioning bull’s eye, and the brand resonance pyramid in the creation of brand equity and the establishment of a strong brand–customer relationship;
- understand segmentation, targeting, and positioning in relation to the launch of a new range of air purifiers; and
- execute a go-to-market (GTM) strategy for the launch of new products.
Disciplines: General Management/Strategy; Marketing
To cite this case: Srivastava, N. & Puri, S. (2021). Philips India: Launch of new air purifiers. Ivey ID: W25198. London, Canada: Ivey Publishing.