Part IV.

Marketing Mix

Product: Product refers to the understanding of the

elements of a commodity. Lumix G200 will take
advantage of Panasonic’s reputation as a friendly
“something-for-everybody” branding with a focus on
content creators, amateur photographers and
videographers. The first model in the Lumix G series
was able to impress semi-professional photographers
and camera enthusiast but was not quite successful in
reaching consumers at the beginner level due to its mid-
range operating design. The Lumix G200 will double
down on it ease of use and user-friendly features that are specified to be more convenient to
vloggers and amateur photographers. It will have the same weight as the G100 but with more
convenient specs such as a headphone jack to modulate video noises better and a USB port-C
to make content sharing and transfer even more accessible. G200 will also have an in-body
stability feature to help amateur videographers record less blurry videos easily. 4K resolution is
also extended to up to 20 minutes of recording since this resolution is now gaining in popularity
and is the preferred by content consumers. The battery life of eight hours of continuous might
suffer due to these upgrades, therefore, consumers must be advised to make necessary
preparations before shooting or recording.

The fact that Panasonic’s Micro Four-Thirds is among the first mirrorless system in the industry
will also be a selling point. It has been proven that early entrants tend to create better customer
opinions or an “early mover advantage” compared to fast followers and laggards.

Pricing: Pricing precludes the prospects of a product, its commercial success, adequacy
for customers. The right pricing strategy can also be used as a marketing tool in itself. It is also
vital in forming the product’s worth and benefit for both the company and its consumers.
Measurable price point tells consumers whether a certain product is worth purchasing. Since
Panasonic has and established pricing standard for its Lumix G Series, it is only logical for the
G200 to follow suit. Penetration pricing or skimming strategies are no longer necessary.
However, adding premium is no longer necessary. Lumix G100 debuted with $799 introductory
price and so will Lumix G200. This will include a selfie grip, with the 12-32mm lens. This price is
sensible since it is able to compete with the average price of mid-range DSLRs. This is
important since the digicam market is seasonally price sensitive.

It is important to keep in mind that this price will be received differently in various places.
Low-income countries and high-income countries will have different attitudes towards this
pricing strategy.

Promotional Strategy

The proposed promotional strategy for this report are influencer marketing and product
placement advertising. Since the product targets content creators, product placement in movies
or TV series would be effective in terms of getting more brand recognition and lending
legitimacy to the camera model as a high-quality product. Product placement in movies can be
very expensive, but it is high-time Panasonic spend more on getting its brand recognized.
Product placement can also help filmmakers in producing their content. This can be spun as the
brand aiding content creation itself. Moreover, when done right, product placement creates a
greater awareness for the brand as it is associated with a good tv show or movie. Since the
product is all about producing quality content, association with good movies can only bolster its
reputation
Since the product also targets amateur content creators and beginners, having influencers
promote it will surely stir interest with the relevant audience. Influencer marketing is less
expensive but has an extensive market reach. Having content creators promote the product to
millions of people will not only increase the product’s exposure but will also lend legitimacy to its
user-friendly design. Finding the right influencers that can best exemplify the product’s branding
is also quite easy. Further, assuming that the chosen influencers will use the Lumix G200 in
creating their content, their audience will be provided with actual samples of high-quality videos
and pictures the device can produce.

Distribution Channels

A multi-distribution channel is used by Panasonic to make its products available to its

customers. The same will be implemented in the distribution of Lumix G200. Panasonic’s
distribution channel is segmented into retail and online. The company has its own online store
that partners with third party distributors to reach consumers directly. As can be expected,
activity in e-commerce spiked during the pandemic which compelled Panasonic to extend their
online services.

Aside from this, distributing through authorized showrooms & service centers, retail outlets,
direct sales channel, resellers, distributors and OEM’s (Original equipment manufacturer) are
helping the company in reaching customers with its offerings.   
Services Marketing Mix (Process, Physical evidence, People)

The physical evidence in the digital camera industry is dependent upon specialized retailers and
showrooms. Since the digital camera industry is a low-contact contact industry, customer and
after-sales services are vital. In fact, the change in consumer trends that saved the digicam
industry in 2018 are accounted to high reliability of aftermarket sales service (PRNewsWire,
2020).

To maintain this upward trend, it is important for Panasonic to have trained and well-informed
customer service staff. Having competent staff not only provide good consumers with good
customer experience but can also help establish brand loyalty. Since Lumix G200 is a product
for amateurs and beginners, it is vital that they are provided with a welcoming service so as to
encourage their interests.

Part V. Implementation issues

Weak branding, Competition, and Oversaturation

Panasonic Lumix does not have a strong identity and minimal brand consciousness in the
market. Panasonic’s own branding of “something to anybody” can also work against it in terms
of penetrating specific markets. The Lumix G200 will require aggressive promotional campaign
in order to overcome this hurdle.

Furthermore, Sony and Fujifilm have also successfully produced their own models of mirrorless
cameras that were both met with positive critical and consumer reception. Moreover, these
brands are continuously developing improved models that are targeted towards amateurs and
beginners. Canon and Nikon have also joined the competition. These companies are bigger and
have more brand recognition than Panasonic.

However, Panasonic Lumix MFT does have the advantage of being an early entrant to the
mirrorless camera. This can provide the product with an advantage in terms of consumer
perception. Leaning on its early investment in mirrorless cameras, Panasonic can shake off its
weak branding and take its place as one of the pioneers of the mirrorless camera movement.
Demand for mirrorless camera has been rising for the past few years and the digicam industry is
once again seeing positive market trends. However, for amateur photographers on their way to
purchasing their first digicam, the numerous choices can be overwhelming. Not only are there
various models for mirrorless cameras, but there are also endless options for compact and
DSLR cameras. Differentiating Lumix G200 from all other options may prove to be an
impossible act to pull off in an oversaturated market.