Philips 2010 Annual Report Download - page 30

3 Our strategy in action 3.4 - 3.4
30 Annual Report 2010
A fine blend
One year on from the acquisition of Saeco, consumers
are enjoying the wonderful taste of espresso from the
first dual-branded products
The acquisition of Saeco in 2009 fitted perfectly with our
ambition to expand our coffee portfolio. One of the
central themes during the merger has been applying the
concept of simplicity – in everything, from creating new
products to interacting with customers. “Saeco’s strength
has always been the taste of the coffee its machines
produce,” says Iwald Mons, Post-Merger Integration
Leader. “This is something we obviously want to preserve.
And when you mix this with simplicity, and with
innovation based on real consumer insights, you get the
best of both worlds. That’s a very exciting prospect.”
The same approach – combining strengths – is being taken
on brand level. Over the years, Saeco has built up an
excellent reputation, and it is important to leverage on
this value. As a result, the first products with dual branding
– Philips Saeco – were launched in 2010. Each coffee
machine is a combination of exclusive design, innovative
technology and cutting-edge materials: together they
guarantee great-tasting espresso and ease of use. Clearly
Philips and Saeco share common values: bringing “sense
and simplicity” to the lives of consumers!