Philips Domestic Appliances and Personal Care (DAP) – Backgrounder

Headquarters: Amsterdam, The Netherlands and Snoqualmie, USA
President & CEO: Andrea Ragnetti
Number of employees: approx. 10,000
Sales in 2006: EUR 2.6 billion
Principal markets: West-Europe, North America and China

Philips Domestic Appliances & Personal Care (DAP) is part of Philips Royal Electronics, a marketing led company active in the areas of Healthcare, Lifestyle and Technology. Philips was founded in 1891 and Philips DAP today employs approximately 10,000 people.

Philips DAP produces a wide range of household and personal care devices. Our goal is to help fulfil three fundamental desires – to feel good, look good and live in comfort – with easy-to-use products, which add an extra dimension to life. Why? Because Philips DAP believes that even life’s most ‘ordinary’ moments can be special. Based on our brand promise of “sense and simplicity” we commit to delivering products and solutions that are:

1. Designed around you
2. Easy to experience
3. Advanced

DAP’s markets around the globe are grouped in clusters according to their shared business and growth characteristics. These clusters are: W-Europe & North America (Philips’s most established markets); Growth Markets; and International Sales Organizations. This clustered approach enables DAP to optimize the approach per market, fully leveraging our local knowledge and experience.

Shaving & Beauty
Including the lines of business: Shaving (Philips shavers and Norelco), Beauty and Grooming

Domestic Appliances
Including the lines of business: Kitchen Appliances, Beverage Appliances, Garment Care, Floorcare and Water and Air Purification

Health & Wellness
Including Oral Healthcare (Sonicare) and Mother and Childcare (Philips AVENT)

The Business Units are headquartered in Amsterdam, the Netherlands, with the exception of Oral Healthcare which is based in Snoqualmie, USA.

DAP’s international headquarters is in the IJ-tower in Amsterdam, the Netherlands. It houses DAP’s three Business Units: Domestic Appliance; Shaving & Beauty; and Health & Wellness. Integrated Marketing Communications, Human Resources, Finance and Accounting, Strategy and Planning, Marketing Research & Strategy, Quality Support, Design, Purchasing and Facility Management are also based at the Amsterdam headquarters.

DAP has a strong global presence with sales organisations in more than 60 countries. Our Centres of Competence are located in 4 different countries, playing an important role in the development of our products.

DAP is renowned for its invention of the rotary shaving head, the basis for its world famous electric shavers. It is also responsible for the revolutionary SENSEO® Coffee Pod System; the PerfectDraft, designed with InBev; the Wardrobe Care Solution, an entirely new category in total wardrobe care for Philips; and many further innovations including the new Philips Moisturizing shaving system with NIVEA FOR MEN.

Other recent product introductions include: the Whole Fruit Juicer; the Intelligent Water Purifier; the Bodygroom; the Wake-up Light; and a range of Philips Sonicare toothbrushes.

DAP has the #1 position in male electric Shaving in all regions, in Beauty in China and in Garment Care in Europe and in China. DAP has the #2 position in Beauty in Europe and in oral health care in Western Europe and in the USA.