Philips turns up marketing spend in Asia

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SINGAPORE--Philips Electronics Asia Pacific, regional headquarters of the Dutch consumer electronics group, will this year inject $65 million into marketing activity to drive up product demand and strengthen the Philips brand name in the Asia-Pacific region.

Pieter Van der Wal, chairman and president of Philips Electronics Asia Pacific, said the investment in brand-building activities is part of Philips' policy to be a market leader in the region in fast-growing product segments such as communications products, DVD (digital video disk) players and digital TV. He was speaking March 25 in Singapore at the opening of the company's first manufacturing facility for DVD players in the region.

Victor Saeijs, Philips regional manager for DVDplayers, said 25% of the $65 million regional ad spend will go to promoting the DVD product line.

Copyright March 1999, Crain Communications Inc.

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