Digital marketing strategy for domestic kitchen appliances
: a case study for the Philips domestic appliances in the Netherlands

  • Nilgun Asli Tosun (Student)

Student thesis: Master's Thesis

Abstract

This internship report examines the intersection of digital marketing, brand strategy, and relation to organizational corporate culture, particularly emphasizing the domestic kitchen appliances industry. The case study methodology is employed for an in-depth examination to evaluate the digital marketing methods utilized by Philips Domestic Appliances (Philips DA) in the Netherlands. This study evaluates Philips DA's digital marketing strategies, focusing on product promotion, sales outcomes, customer involvement, and its mobile application, NutriU App integration, based on a comprehensive review of existing scholarly works, internship observations, and interviews with the Philips DA marketing team in the Netherlands. This study employs a qualitative research methodology, specifically following the research design suggested by Robert K. Yin (2018). Study's primary data collection technique is interviews with Philips DA's marketing team. The data analysis utilizes a theme analysis approach by following Braun and Clarke's (2006) "Using Thematic Analysis in Psychology." This research highlights the significance of understanding global corporate culture and digital marketing strategies to achieve brand success. Furthermore, this study discusses future research avenues and examines the industry's implications.
Date of Award11 Jun 2024
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorMaria Inês das Neves Moreira de Almeida Romba (Supervisor)

Keywords

  • Philips domestic appliances in the Netherlands
  • NutriU app
  • Digital marketing
  • Global corporate culture
  • Marketing strategy
  • Brand strategy
  • Corporate marketing
  • Digital transformation
  • Innovation in marketing
  • Global marketing strategies
  • Domestic kitchen appliances
  • Organizational culture
  • Consumer-centric strategies
  • Consumer engagement

Designation

  • Mestrado em Ciências da Comunicação

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