Vendor Newsmaker Q&A: Roger Bird

Jan. 1, 2020
Roger Bird is the National Sales Account Manager of Philips Lighting North America.
Roger Bird is the National Sales Account Manager of Philips Lighting North America. He has been with Philips for the last six years and specializes in automotive lighting. He has over 30 years experience in the retail business. Within his career, over 17 years of those years have been focused in the area of category management.

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Prior to joining Philips, Rogers was Category Manager for Lighting, Electrical and Mobile Electronics at AutoZone from 2004 to 2006. From 2000 to 2004 he was the Sporting Goods Buyer for Kmart Corp.

How have you kept your replacement and upgrade light bulb lines relevant?

Philips has conducted extensive category management research on a global basis in order to learn more about our customers and their knowledge and perception of automotive lighting. We have enhanced our light bulb upgrade line based on the results of this research, focusing on product improvement, positioning, and the addition of new SKUs.

What new products and category coverage are now available from Phillips?

We have added new technology to our current portfolio by offering products that are capable of putting more light on the road and also create a look that meets today’s styling needs. We now offer a range of bulb choices such as VisionPlus headlamp bulbs, which deliver 60 percent more light; X-treme Vision, which can put up to 100 percent more light on the road; and Crystal Vision Ultra, which has a distinctive blue reflection and creates the popular look of HID. Because of the special composition and precision engineering we are incorporating into our lamps, we are not only able to provide a brighter and more powerful light output, but also a better and more reliable one as well. We have also added new application coverage to the premium line and will continue to add more as the technology allows.

What do you see as the biggest challenge in the lighting segment?

Our global research has shown that current upgrade strategies and point of sales materials provided by major lighting manufacturers are confusing the customer. Philips has realigned its premium offering and simplified the lighting message to the consumer. Our new strategy will help our customers better understand the benefits and advantages of premium lighting and make it easier for them to choose the bulb that best fits their needs.

What technology is down the road in this segment?

Philips will continue to challenge the boundaries of its current capsules and miniatures by enhancing performance to put more light on the road. Philips has launched two ranges of LED Interior bulbs, 4,000K and 6,000K, which will allow drivers to add more style and greater illumination to their car’s interior. These LED interior lights are direct replacement of standard halogen Festoon and T10 miniature lamps. As LEDs, they provide three times more light than conventional interior lighting and a wider beam pattern. Philips will continue to develop more LED Retrofit products that not only outperform current miniature bulbs, but also add significant lifetime features.

In light of a changing marketing landscape, with social media and a more mobile audience, how is Philips adjusting its marketing efforts?

Philips has mapped out a very detailed plan for reaching our "on the go" customer. In addition to traditional communication methods, we are focusing on the new social media platforms and innovative mobile outreach. We are also teaming up with Philips global marketing and North American based experts in launching new marketing campaigns as a key focus for this year.

About Philips Automotive Lighting

From high performance lighting that improves driver safety, to lighting designed to enhance the style of your ride, Philips offers automotive lighting that will help you make the most of your driving experience.  All Philips Automotive Lighting products incorporate the leading edge lighting technology and original equipment quality that have made us the first choice of car manufacturers around the world.

About Royal Philips Electronics

Royal Philips Electronics of the Netherlands is a diversified health and well-being company, focused on improving people's lives through timely innovations. As a world leader in healthcare, lifestyle and lighting, Philips integrates technologies and design into people-centric solutions, based on fundamental customer insights and the brand promise of "sense and simplicity." Headquartered in the Netherlands, Philips employs about 120,000 employees with sales and services in more than 100 countries worldwide. With sales of EUR 22.3 billion in 2010, the company is a market leader in cardiac care, acute care and home healthcare, energy efficient lighting solutions and new lighting applications, as well as lifestyle products for personal well being and pleasure with strong leadership positions in male shaving and grooming, portable entertainment and oral healthcare.

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