How can century-old multinational companies adapt their marketing and communication strategy to the digital channel and generational evolution: Philips Portuguesa S.A.

• Autor(a) principal: Costa, Sara Vanessa Fernandes
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/21883
• topic: Digital channel; Reputation; Notoriety; Behavioral change; Millennials; Canal digital; Reputação; Notoriedade; Mudança comportamental

The main purpose of this pedagogical case is to understand how the evolution of digital channel and new generations can influence the notoriety and positioning of a century-old Multinational company and to evaluate the impact of a marketing and communication change on company's results. Regarding to this goal, it'll be used the example of Philips, a Dutch company with 129 years of existence, with several important steps made throughout its history that were decisive for current people lives. These steps made this company being always in the consumers' minds, being considered one of the most prestigious brands in its various areas of operation. However, this didn't hold with most recent generations, as there was a great evolution in digital during the Millennials' existance, thus resulting on a behavioral change. Because of that, it was difficult for Philips to make this transition and maintain with these new consumers the same relationship that it had with previous generations. Due to this, the brand positioning was lost over time, until the moment when the company realized the need to adapt its strategy to the evolution of the context and its target. This case will approach these changes specifically and the company's decision to move forward with a totally different strategy, so it could adapt to new habits and consumers' behaviour, as well as the use of the digital channel to reach them.