Philips Light Bulbs

Philips light bulb

Product |

Consumers’ expectations | Product qualities |
Low energy consumption | Allows to consume 80% less |
Durability | Does not contain filamin, so it has alonger life – 15 years |
Safety | It is cold, so when children touch it, they can’t get burned |
Performance | It is as bright, as the previous bulbs |
Environment-friendly product | The productionis not harmful for environmentThe package is reusable – therefore it is green (environment-friendly) |

Legal regulations have created tight rules of the creation of light bulbs, therefore in termsof the product development, there is no competition.
The neon bulbs target different market; therefore we consider it as an indirect competition.
The packaging is what allows us to single ourselvesout. We emphasize on the green color to bring out our environment-friendly position and we put on the packaging that 1 Philips light bulb equals 5 old ones. We also put a phrase “pay 80% less for theenergy” on the package.

Place |

We are to be sold by retailers, such as department stores, specialty stores (for lights and households), general stores, hypermarkets and malls.
We are placingour product in developed countries at first: countries of the EU and the USA. With time we expect to be in every household.

Price |

The product represents a certain value for the consumer, forwhich he/she is ready to pay.
The value of the product:
* Save money on energy
* “Save the environment”
* 1 Philips bulb = 5 old bulbs in terms of durability (no need to be distractedon going and buying a new one)
All of these values allow us to have a higher price with consumer’s considering it a reasonable price to pay. The consumer pays a higher price, knowing that he/shesaves money!

Promotion |

Promotion allows us to communicate the values of the product to the consumers.
* We would like to have a contract with government for street lights that allows low...