Major design studio

 

Philips - Telecoms
Creation of a marcoms tool led to a product cancellation, plus a market sector withdrawal

Situation

• In the early 1990s, before cellular dominated mobile communications, businesses considering communications options had eight rival systems to choose from. For many businesses this choice was problematic.

Response

• Applying extensive DTI business marketing experience VA created a benefit-based, decision-making tool that clearly illustrated each of the eight product options with market maps and indicated a company's optimum communications system choice.

Results

• The marcoms tool proved to be an extremely effective decision-making aid.

Value Added

This marcoms 'tale' also wagged the corporate marketing dog! When used in-house this aid demonstrated to Philips that it ought to abandon its CT2 cordless phone development project and, in time, withdraw from paging. Philips duly took their own advice!