Consumer education in a market activation strategy for Philips LED lamps in Asia Pacific

Consumer education in a market activation strategy for Philips LED lamps in Asia Pacific

Nacken, M.P.H.

Hultink, E.J. (mentor)
Mooy, S. (mentor)
De Schepper, M. (mentor)

Industrial Design Engineering

Product Innovation Management

Master of Science Strategic Product Design

2011-12-23

In this project a market activation strategy is developed for launch of Philips LED lamps in Asia Pacific. LED lamps are seen as the digital replacement of the incandescent lamp as invented by Edison 130 years ago. At the moment of writing LED lamps are ready for use in households. LED lamps can be considered as high technology products, dealing with high price and a fast development cycle. Although the technology is not at a top level yet, the market already asks for it. It is Philips strategy to enter the market now and claim consumers’ mind space to prepare consumer and channel for products to come in the future. The consumer is currently rather unaware of what LED lamps can do for them and since the products to launch are not at top level yet, consumer education is key in the market activation strategy to take. In this project a draft market activation strategy has been developed and tested during launch in Korea and China. The results show that market activation by providing ‘education by trial’ with a positioning focused on the emotional benefits of LED lamps, leads to the best consumer value-perception and activates consumers for now and in the future.

marketing
high technology products

http://resolver.tudelft.nl/uuid:626256e0-7284-4517-a6dd-44d44ac03928

2013-10-23

Campus only

Student theses

master thesis

(c) 2011 Nacken, M.P.H.