Philips Automotive wins merchandising award at AAPEX

Dec. 9, 2013
Philips Automotive North America was recognized for excellence in business-to-business communication during the 2013 Automotive Aftermarket Products Expo.

Philips Automotive North America was recognized for excellence in business-to-business communication during the 2013 Automotive Aftermarket Products Expo (AAPEX).
The company received the Best-In-Class Merchandising award for the support and marketing communications materials developed to promote the new line of Philips Premium Upgrade Headlight Bulbs.

The annual Automotive Communications Awards (ACA) program, sponsored by the Car Care Council Women’s Board and Automotive Communication Council, highlights outstanding advertising, marketing, and public relations activities on behalf of aftermarket organizations. More than 250 entries were received, in 2013.

According to Dennis Samfilippo, General Manger, Philips Business Group Automotive N.A. “We are delighted to receive this prestigious award and are very proud of the work that was done by our marketing team to create these invaluable merchandising materials and make our new program a retail success. We broke new ground when we launched our new Philips premium upgrade headlight bulbs. The line was developed as a result of extensive category management research that revealed that the proliferation of product offerings and complicated point of sale materials provided by major lighting manufacturers confused the customer.”

To support the launch of its premium offering and simplified message, Philips developed a complete merchandising plan to educate both the retailer and the consumer about the benefits and advantages of premium lighting so the buying decision would be easier and customers would be better able to choose the bulb that best fit their needs. The program which includes, informative point of purchase display headers, retail counter mat, a special interactive bulb look up, and a full ad campaign, presents a simplified message about the new line with comparative graphics that clearly illustrate the products’ positioning, differences, and performance capabilities.

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