May 10, 2002

Philips: Grab Pessimists To Beat Sony

by Erwan de Montigny

with Fraser Pearce

Executive Summary (This is a document excerpt)

Across Europe, 78 million consumers express a brand preference for Sony over Philips, while only 47 million declare the opposite. Sony has the early-adopter market locked up, so Philips must focus brand-building on the more technology pessimistic consumers to level the playing field.

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