Philips 2010 Annual Report Download - page 26
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3 Our strategy in action 3.3 - 3.3
26 Annual Report 2010
Fulfilling lifestyle aspirations in
emerging markets
As the growth of the urban middle class in emerging
markets continues to accelerate, we are supporting
their well-being with innovative lifestyle products.
With an estimated 200 million middle-class households in
emerging markets by the year 2015, spending power for
lifestyle products is set to explode – especially in China.
Demand is expected to be high for lifestyle products that
offer quality and style in answering the needs of this
consumer group, which is increasingly focused on
individual self-expression. This was borne out by reaction
to the recent launch of our new SensoTouch 3D electric
shaver.
Building upon Philips’ 70-year heritage in electric shaving,
the stylish SensoTouch 3D is our most advanced shaver
yet, minimizing skin irritation. It was met with tremendous
enthusiasm at its launch onto the key Chinese market in
October last year. Road shows featuring 3D movies
ensured high impact for thousands of consumers in
department stores, while web-based and broadcast
marketing initiatives communicated the product benefits
to millions more across the country.
As always, during face-to-face touch-point events, we
gathered a wealth of customer insight. Special product
demonstrations and interviews confirmed that our brand
scores high in consumer perception, and we are well
placed to continue answering lifestyle needs in the
dynamic emerging markets.