Strategic Management: Philips Beard Trimmer Communication Mix Report

This report examines the marketing communication mix strategies employed by Philips for its beard trimmer product, focusing on consumer behavior and marketing psychology. The analysis covers various aspects, including advertising, sales promotion, and internet marketing. The report investigates how Philips targets consumers by understanding their attitudes, preferences, and cultural influences. It explores the effectiveness of different communication channels, such as television, social media, and online platforms, in shaping consumer perceptions and driving purchasing decisions. The study also assesses the impact of discounts, offers, and promotional schemes on consumer behavior, brand loyalty, and market performance. Moreover, the report highlights the importance of internet marketing in enhancing brand awareness, building trust, and adapting to evolving consumer behaviors. The findings reveal the alignment between the communication mix and consumer responses, emphasizing the role of advertising, sales promotions, and cultural considerations in influencing consumer choices. Finally, the report provides recommendations for optimizing the marketing strategies to overcome challenges and capitalize on opportunities in the competitive market.

RUNNING HEAD: STRATEGIC MANAGEMENT 0
MARKETING COMMUNICATION MIX

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Executive Summary
The organizations adopt several strategies to understand the behavior and attitudes of the
consumers and to spread awareness about the product. The objective of this report is to
understand the communication mix strategies used by Philips for promoting Philips beard
Trimmer. The findings of the report revealed that Philips beard trimmer has unique features such
as it can provide long-lasting performance through this it influences the lifestyle and culture of
the consumers positively. Therefore, further Philips uses internet marketing and other strategies
to improve communication and to overcome the rising cost company can understand the target
market and audience for communicating the message.

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Table of Contents
Introduction......................................................................................................................................3
Overview of Product........................................................................................................................3
Marketing communication mix........................................................................................................4
Alignment of communication mix with findings.............................................................................5
Recommendations............................................................................................................................7
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

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Introduction
Consumer behavior is the study of individuals or groups in which all the activities associated
with the purchase, use and disposal of goods and services (Adam & Sultan Khan, 2017). In this
consumer's mental, behavioral as well as emotional responses which follow and adopt these
activities is also involved. In this report, the marketing condition of Philips beard trimmer and
communication mix adopted by the company is discussed.
Overview of Product
Philips beard trimmer is longer than other trimmers and gives 6x longer-lasting performance,
through using this product consumer can trim their beard effectively with the lift as well as trim
technology (Ahmed, 2017). This is easy to be used by the consumers it is because of "corded and
cordless usage" after charging this trimmer up to 1 hour it can be used by 90 min. The product
has efficient and innovative technology that is “Lift & Trim system” through this low growth
hair can be captured and provides the look according to the requirement of the consumers (Kim
& Park, 2019).
The product provides various benefits to the consumers which include that trimmer is skin-
friendly and helps the consumers to get smooth skin. The key feature of the product is that
Philips beard trimmer has "self-sharpening stainless steel blades" which can meet the expectation
of the consumers and can attract a large number of consumers to purchase the product (Issock et
al., 2018).
The market performance of the product is better it is because of providing efficient facilities in
comparison to the competitors which includes that through "Lift & Trim technology" it can
remove low-lying hairs. Therefore the consumers believe that it has unique feature and focuses
on the perception and attitudes of the consumers (Nakano & Washizu, 2017). In the year 2018
majority of the consumers purchase Philips beard trimmer it is because this enhances the lifestyle
of the consumer.
Therefore the consumers are also attracted towards the distinctive marketing strategies it is due
to the reason that strategy is based on the consumer’s segmentation (Memon et al., n.d.). The

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market performance of the product is raised and expected to be raised in the future because
culture and philosophies of the customers allow and support them to purchase the product and
there are several other factors through which customers encouraged for buying Philips beard
trimmer that is corporate social responsibility and personality.
Marketing communication mix
Marketing is the broad term in which organization increase their profitability and attracted large
number of consumers towards buying the product and services. It is because of promoting the
product by describing its unique features and spreading awareness about spreading the complete
information about the products (Nakano & Washizu, 2017). Therefore, marketing
communication mix is the strategy in which organization use particular methods for making the
promotion of the product as well as for targeting the specific consumer group.
Philips adopts the strategy of advertising to advertise Philips beard trimmer it is because through
this company focuses on targeting the changing perception and attitudes of the consumers. In the
year 2019, the company does advertisement on television, social media by describing the unique
features and describing the innovative technology through which product work efficiently (Bacik
et al., 2018).
In this company change the message according to the requirement of the consumers and
approach large number of audiences. Through this company also receive feedback from the
customers about the product so that it can understand the overall attitudes of the consumers
towards the product and adopt the strategy of influencing them to gain their attention (Mkhize &
Ellis, 2020). This advertising strategy influence Philips in a positive manner this is due to the
reason that through this large number of consumers become aware about the distinctive features
of the product and advantage they receive from the product. The company also uses sales
promotion method in this Philips adopts the strategy of maintaining the balance between
promotion and loyalty of the consumers in which various discounts and offers are provided to the
consumers. Through this the purchasing decision of the consumers is influenced and encouraged
them to purchase the product (Abidin et al., 2018).

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In the year 2018 , Philips while advertising the product used various promotion schemes in
which it provide 30% discounts to first ten purchaser of the product and it also provide some
additional gifts so that more consumers gets attracted towards buying the product (Kamran &
Siddiqui, 2019). This is the reason majority of the consumers believe that offers change the
purchasing decision of the consumers and raise the sales of product.
Philips also provide coupons to the customers to get offers for Philips beard trimmer this
increases the revenue and in the current year estimation demonstrate that new consumers gets
involved and attracted towards the product. This strategy increase the confidence and loyalty of
the consumers for retaining the customers that is in the year 2018, majority of the consumers
does repeated purchasing because of satisfying the needs of the consumers and less costly in
comparison to their competitors (Khan & Ahmad, 2016).
Internet marketing is considered the effective strategy in which more consumers gets attracted
and give their perception. Therefore it is estimated that in the current year organizations face
difficulties in changing the attitudes of the consumers due to differences in the behavior,
perception and most importantly the culture of the consumers (Rana & Jha, 2019). To overcome
this difficulties Philips adopt the strategy and combine marketing with the culture in which
Philips beard trimmer does marketing in the internet. The consumers describe that the culture is
the key factors through which they gets influenced to purchase Philips beard trimmer, in the year
2018 company focuses on the social concern that is providing quality products to the consumers
(Yoga et al., 2019).
The internet marketing leads in increasing the brand awareness and raise trust among the
customers, this result in providing stable outcomes according to the needs and expectations of
the company. Philips adopt the strategy of investing more funds on research and development so
that they can understand the culture and philosophies of the target group, through this company
does marketing of Philips beard trimmer by focusing on the culture of consumers (Wu & Li,
2018).

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Alignment of communication mix with findings
The communication mix of Philips is associated with the perception and attitudes of the
customers which they think about the Philips beard trimmer (Kamran & Siddiqui, 2019). Due to
adopting advertising strategy the customers have positive attitude regarding the long-lasting
performance that is through advertising more customer’s gets attracted towards the product and
revealed that about 60% of the respondents believe that customers gets attracted through the
advertisement promotion etc. It is because of advertising the product in efficient manner so that
customers encouraged and understand the overall information about the product (Kim & Park,
2019). This information leads in increasing spreading awareness and helps in delivering the
information about the unique features and overall specialization of the product in comparison to
their competitors.
The findings also revealed that respondents are also influenced through the distinctive feature of
trimmer this knowledge they gained from advertisement and through viewing the reviews of the
products from other customers. The findings also describes that advertising is considered the
major strategy which keep the product in the mind of the consumers and its affects the buying
decision of the target consumers. Philips adopts different communication mix for different
stimuli which includes learning, knowledge, behavior, age and personality of different
consumers (Nakano & Washizu, 2017).
The other is sales promotions also aligned with the findings of the survey it is because they
believe that they heard about the product through the family members due to providing more
discounts and offers to the target consumers (Issock et al., 2018). The maximum of the customers
also purchase Philips beard trimmer because of meeting the needs of the customers and
providing features and satisfaction according based on the culture of the customers. The
discounts is regarded the main aspect through which majority of the consumers gets attracted and
this lead in changing the decision of the customers to purchase Philips beard trimmer.
The majority of the customers also get voucher through this they said that low cost and high
quality attracted them to buy the product, through this 73% of the costumers revealed that this
product change the lifestyle of the customers (Rana & Jha, 2019). The estimation also describes
that attitudes of the customers is linked to the society and their opinions changes based on the
requirement of the society and consumption pattern and structure of the consumers. The family

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behavior is also considered one of the factor by which costumers purchase this product
continuously and this leads in becoming the major role in purchasing Philips beard trimmer.
Internet marketing also helps in influencing more customers and attracts large number of
customers due to reaching large number of consumers and Philips use different types of
strategies for marketing through tagline. This is linked to the consumer behavior it is because this
helps in expanding the Philips beard trimmer in the international market (Kim & Park, 2019).
This is considered less expensive and makes marketing easier this is due to the reason because
through expansion more families used this product and perception of the consumers revealed that
through this 66.7% of the respondents revealed that family is the most significant component
which can affect and encouraged them to buy Philips beard trimmer (Khan & Ahmad, 2016).
The findings also describes that the most important aspect of the customers is also the culture
and through internet they can get the all the attributes about the product and influenced the
culture in positive manner (Abidin et al., 2018). Therefore, about 73.33% of the respondents
marked that they can buy Philips beard trimmer because of meeting the needs and work
according to the desirability and culture of the consumers (Bacik et al., 2018). Therefore, it is
estimated that communication mix is linked with the findings and provide positive results with
satisfying the needs of the consumers. The estimation revealed that this is providing positive
results to Philips and increase the sales of Philips beard trimmer.
Recommendations
The communication mix is linked with the opinions of the consumers but still Philips find
problem due to changing perception of the consumers, changing policies of the organization and
increasing the cost of the organization. It is because of rising adopting the latest system and
structure through which changing demand about the trimmer will be met (Khan & Ahmad,
2016). To overcome this problem the company can manage the integrated marketing procedure
of communication in which the invest more on research and development and manage the work
in efficient manner.
Through this company can understand the current features for the trimmer consumers are looking
for and can reduce the expenditure of the organization (Mkhize & Ellis, 2020). This can also help

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in managing the advertising campaign in which it can clearly describe the mission and objective
as well as also demonstrate the budget which company can spend on advertising. This can helps
in maintaining efficiency in the work and overcome the problem of changing policies because by
this company can manage all the activities such as media selection, message and content
selection etc.
The other strategy which Philips can achieve is selecting the communication channel in which
organization can accomplish the objective of delivering the significant information so that it well
understood by the receiver. This communication channel can help Philips to understand the
perception of the consumers regarding the Philips beard trimmer by taking the feedback and by
understanding their behavior in effective manner (Gatersleben et al., 2014). The organization can
take the survey of their target consumer can understand their behavior and their detail through
this it can also communicate about the product by E-mail about the new offers an features of the
product.
This can increase the motivation of the target consumers and increase the sales of the product by
reducing the cost and expenditure for the policies (Memon et al., n.d.). These strategies can help
the organization to gain competitive advantage and to raise the efficiency of the organization.
This can also raise the capability of Philips to segment the consumers according to the age,
behavior and income so that it can use different marketing strategies for different target group.
Philips can also adopt the strategy of determining the objective and message it is because
through this Philips can reduce miscommunication and transmit required message to the target
consumers. This can also reduce the overlapping of the communication and can deliver clear and
accurate information about the product to the consumers (Yoga et al., 2019). This strategy leads
in developing appropriate message and content for each consumers and helps the Philips to
maintain differentiation in the content so that it can gain the attention of the consumers in
comparison to their competitors.
This also supports the organization to understand the unfavorable attitudes of the consumers.
Philips can also identify the audience in efficient manner, this increase the status and reputation
of the organization and can increase the profitability of the organization due to more expansion

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of Philips beard trimmer (Adam & Sultan Khan, 2017). Therefore, these strategies leads in
understanding the accurate target audience and selecting appropriate communication mix.
Conclusion
From the above, it is concluded that the communication mix is the strategy through which
organization increases their profits and revenue in the long run. Philips beard Trimmer has a
good position in the market because of satisfying the needs and requirements of the consumers.
The company use advertising, sales promotion as well as internet marketing which provide
effective results because of the increasing lifestyle of the consumers, to strengthen the position in
the market company can also select effective communication channel and can develop the
objective for the management of communication.

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