The case describes the pressures faced by the CEO and newly hired Chief Marketing Officer to transform Philips into a customer-driven organization. The new market orientation was followed by drastic redesign of internal processes to bring the company close to its customers, especially the mass market retailers. Competing against powerful brands that carried panache and enjoyed a high hipness factor, Philips must redefine its brand vision and promise. The immediate challenge is to rewire the brand message for the Generation Y market in a selected number of international markets
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