PHILIPS INDIA: LAUNCH OF NEW AIR PURIFIERS1 CASE STUDY

Q1. Critically evaluate Philips India's marketing mix for the air purifier market, and suggest possible improvements for each component of their marketing mix.

Q2. Analyse the main drivers of growth of the air purifier industry in India and examine Philips India's competitive strategy reasoning for entering the air purifier market.

Q3. How Philips India should segment, target and position its New Urban Living Series air purifiers?

Q4. Examine how Philips India could make use of its existing brand equity as a competitive logic to enter the air purifier market provided that the consumer attitude toward such products is evolving and there is an increased focus on following a healthier lifestyle?