Philips oral health care: Analysis of growth drivers

Philips oral health care: Analysis of growth drivers

Lignarolo, U.

Hultink, E.J. (mentor)
Cankurtaran, P. (mentor)

Industrial Design Engineering

Product Innovation Management

2012-08-03

Philips Oral Health Care product category, embodied in the brand Sonicare, has seen seven consecutive quarters of solid growth in the period from January 2010 to September 2011. The Category delivered significant growth in key markets throughout the last two years, with strong revenue growth of over 10% in both years. Such revenue increase largely came from growth of the total market, which was driven by Sonicare in markets where Philips holds a leading position. In 2011, the brand has seen its shares growing more dramatically in key markets, with a stronger contribution to its sales growth. The objective of this study is to identify and provide understanding of the key drivers of success in the oral health care market, by capturing and quantify the impact of different factors on the business, allowing Philips Sonicare sharpen its strategies and to continue on its path of accelerated growth.

marketing mix
innovation management
business drivers analysis
strategic design

http://resolver.tudelft.nl/uuid:9a6694d7-aa65-4902-bd07-b3cf6fd79213

2013-08-03

Campus only

Student theses

master thesis

(c) 2012 Lignarolo, U.