Report on Panasonic

Submitted To: - Submitted By:-

Sachin Jain Ravijot Kaur

PUNJAB COLLEGE OF TECHNICAL EDUCATION

Panasonic Corporation (パナソニック株式会社 Panasonikku Kabushiki-
gaisha ) (TYO: 6752, NYSE: PC), formerly known as Matsushita Electric Industrial
?

Co., Ltd. (松下電器産業株式会社 Matsushita Denki Sangyō Kabushiki-gaisha?), is a

Japanese multinational consumer electronics corporation headquartered in Kadoma,
Osaka, Japan. Its main business is in electronics manufacturing and it produces products
under a variety of names including Panasonic and Technics.

Since its founding in 1918, it has grown to become the largest Japanese electronics
producer. In addition to electronics, Panasonic offers non-electronic products and
services such as home renovation services. Panasonic was ranked the 89th-largest
company in the world in 2009 by the Forbes Global 2000 and is among the Worldwide
Top 20 Semiconductor Sales Leaders

The company's current slogan is ideas for life.

History
Panasonic was founded in 1918 by Konosuke Matsushita first selling duplex lamp
sockets. In 1927, it produced a bicycle lamp, the first product it marketed under the brand
name National. It operated factories in Japan and other parts of Asia through the end of
World War II, producing electrical components and appliances such as light fixtures,
motors, and electric irons.

After World War II, Panasonic regrouped and began to supply the post war boom in
Japan with radios and appliances, as well as bicycles. Matsushita's brother-in-law, Toshio
Iue founded Sanyo as a subcontractor for components after WWII. Sanyo grew to
become a competitor to Panasonic.

Brands and divisions

Panasonic produces electronic products under a variety of names, including:

• Panasonic (home appliances, personal electronics, audio/video equipment,

microchips, automotive components)
 • Technics (music equipment like headphones and turntables, overlaps with
Panasonic branded products in some audio categories)
• Sanyo became a subsidiary of Panasonic on December 21, 2009.
• Ramsa Professional Audio Systems is currently the division that manufactures
high end audio equipment globally, they are most publicly used at the Olympic
games since 2000

Panasonic used to own Universal Studios, then known as the Music Corporation of
America, since acquiring the company in 1990 but sold it to Seagram in 1995. Universal
Studios is now a unit of NBC Universal.

Panasonic market strategy, to target mass market

Japanese durable major, Panasonic has decided to enter mass product segments like
direct cool refrigerator, semi-automatic washing machine and small-size LCD TV in an
attempt to penetrate India. The company has just set up a market research lab in India,
which will undertake lifestyle analysis of small-town consumers for such products.

Panasonic’s strategy is a contrarian’s one in the country’s Rs 30,000-crore white goods

industry where competitors like Sony, Samsung and LG are slowly shifting their focus
away from the mass to the premium segment to shore up margins and what they claim is
part of the market evolution.

“Our foray into mass products is an investment we are making to drive volume sales,”
said Panasonic India director (marketing) Manish Sharma. “We may have been a little
late in our aggressiveness in the Indian market, but we think the market for mass products
is still quite big due to lower penetration,” he said.

For washing machine, the penetration is less than 5% in smaller towns and less than 10%
for refrigerators. Panasonic has a premium lineage in India with products like bottom-
mounted frost-free refrigerators, Plasma and LCD TV, and fully-automatic washing
machine.

The company earlier this month forayed into the smaller size LCD TV segment, in the 19
and 24 inch segments. It now plans to enter the direct cool refrigerator in six months and
is undertaking feasibility studies on ways to enter the semi-automatic washing machine
segment.

Accordingly, Panasonic is also re-working on its pricing strategy. It wants to roll out
newer models, which will cut down the entry-level price of other products like home
theatre and digital camera. “The price is also brought down by shedding unnecessary
product features which may not be required in the smaller towns. Such cost benefits are
directly passed on to the consumer,” said Mr. Sharma.

For instance, Panasonic reduced the number of HDMI ports from four to one in one of its
32-inch LCD TV and changed the shiny exterior panel, which directly reduced the price
by around Rs 6,000. The recently-set up-market research lab is entrusted to undertake
such research.

Panasonic, which is eyeing around Rs 6,500-7,000 crore-revenue in India from the

consumer electronics and home appliances space by 2012, expects its current strategy
will ensure equal revenue contribution from metros and smaller markets. “At present,
metros contribute around 75-80% to our revenue,” Mr. Sharma said

Panasonic market share in India

Panasonic holds 70 per cent market share in Plasma Technology in Japan and 40 per cent
worldwide. In India the market for the Plasma Range is in its infancy and National
Panasonic India Ltd. plans to acquire around 25% market share. The Company Balance
Sheets sing the success song of the company In India. Panasonic India Ltd. boasts of a
wide spread network of Retail Shops and Dealers and Distributors chain covering the
length and breadth of the country. Numbering upto 13 Branch Offices and sales offices
along with 120 Service Centers, Panasonic has a mass reach in the Indian Electronics
Market.

Panasonic India Products

In 1994, National Panasonic India Ltd. was established with the same motto. It was set up
to provide higher quality Electronic Products supported by service In India. The
Electronic Products From Panasonic can be classified into three main categories
comprising a variety of products under them.

 Washing Machine,Mini Compo Audio, Home Theatre,Movie Camera, Projection

TV ,Plasma TV
 GSM Mobile Phones

Special VS edition of Slim Mobile Phones is the latest range.

 Business Products: ITS -Basic Speaker Phone 2-Line With Speaker Phone, Caller
ID
 Fax-Thermal, Plain Paper,Cordless,Laser
 All-in-one- Copier,Laptop,Projectors

The recently launched Panasonic Products in the Indian consumer electronics market are
mainly targeted at the younger generation. These include:
 o VIERA range of plasma TV's that is projected to be a breakthrough for better
image quality, innovative technology, enhanced reliability and great value.
o E.cam - Digital Movie Camera
o Lumix- Digital Still Camera. It is priced at Rs. 13,990 onwards and has first of its
kind mega OIS (Optical Image Stabilizer) and LIECA DICOMAR Lens

Ad agency of Panasonic
IBD India assigned creative mandate for Panasonic’s Viera and Lumix

IBD India, a Percept-Hakuhodo company, has recently won the creative duties for two
Panasonic brands – Viera and Lumix. The media duties for these two brands would be
handled by Percept’s in-house media agency Allied Media Network.
IBD India is a total communication solutions agency specializing in advertising, films,
identity management and interactive media.
Panasonic is planning an aggressive marketing push in India for its Viera range, which
comprises LCD and plasma televisions, and Lumix, which comprises digital cameras.
Commenting on the account win, Rahul Gupta, Managing Director, IBD India, said, “It is
a wonderful opportunity to work with a global giant like Panasonic. Even more thrilling
is the fact that India will be the regional hub for developing strategy on both brands. We
demonstrated a deep understanding of the Panasonic brand and worked out a strategy
based on fresh consumer insights. Our work on the brand will move beyond advertising
into innovative brand-building activities.”
“The high visibility campaign for Viera and Lumix will be launched in the coming festive
season. The campaign will use print, television and outdoor media as well as a host of
below-the-line activities. The TVC will break in next 10 days’ time,” Gupta informed.

He further said, “In the new campaign, we will focus on the unique feature of faster
moving images and more clarity of Viera TVs. For Lumix digital cameras, we will
highlight their unique inbuilt wide angle lens, which allows one to capture more.”

Advertisement of Panasonic
IBD (integrated brand development) India, Percept out-of-home (POOH) and Percept
Knorigin which are divisions of Percept Limited kick started the Panasonic “Sound for
India” campaign in July 2010. IBD India has handled the creative duties in terms of print,
online and retail design; Percept Out-Of-Home has done the OOH & on ground
activation while Percept Knorigin has created the website
Commenting on the campaign, Rahul Gupta, MD, IBD India said, “Panasonic wanted to
reach out to dominant middle class in Tier II & Tier III cities with LCD TVs having
superior sound output. IBD partnered with Panasonic to heighten the ‘Sound’ advantage.
We positioned the TV as the perfect choice for the Indians who are passionate about
sounds. The Sound for India campaign celebrates the sounds that represent India. A
common platform of contests has seamlessly collaborated online, traditional & on road
efforts to communicate the message across town classes. The Sound for India contest is a
unique engagement activity and is running across 70 cities in India. With the kind of
response we are receiving, I am sure the judges will have a tough time!”

For the OOH campaign as part of an eye-catching innovation, LCD Cut outs which
protrude out of the Hoardings have been used on prominent Locations in Delhi to create
an impact of an actual television. Panasonic has used more than 1,000 sites for outdoor
advertisements.

Sanjay Pareek, President, Percept OOH, said, “The client brief was, to announce a new
LCD developed for better viewing experience through superior speaker quality and
design in the VIERA range of TVs with a Bang’. We gave their TG a ‘Big
announcement’; we used about 20 different mediums and didn’t just stick to Billboards
since the OTS were high. It is for the first time that Panasonic has used the outdoor
medium to announce a launch with such a high budget.” We have used innovation at all
the landmark sites by putting the cutout for enhancing the recall and placing the product
on the pedestal thereby staying ahead from the other products in the category.”

The inspiration and motive for the campaign is based on the consumer insight which
demands low energy consumption for Electronic products. Panasonic with this campaign
intends to revolutionize the essence of LCD TV in Indian households.

Ranbir Kapoor roped in as brand ambassador for

Panasonic India

He is the young star face sellingPepsi and now Ranbir Kapoor has become
the brand ambassador for consumer goods giant Panasonic India as well, his
second endorsement deal so far.

“We conducted a research and wanted that our brand ambassador should meet five
dimensions – he should be an established personality, should be able to create
excitement, should have a competent personality, should be a premium brand himself and
should be seasoned. For us, Ranbir’s cool and trendy image was a perfect match,”
Sharma told reporters.

As the brand ambassador, Ranbir would be involved in “communicating the brand values
of the company through multi-media campaigns”, the company official said.

Panasonic to Focus on Black in Advertising Campaign

In their latest advertising campaign, Panasonic is emphasizing on the color black to
promote their latest range of VIERA Neo Plasma TVs. It is also trying to impress on
people that the way black is rendered can make a lot of difference to the overall viewing
experience.

The latest advertising campaign for Panasonic has been designed by The Campaign
Palace. It aims to focus on the way black color is represented in its new range of VIERA
TVs.

Cameron Hoelter, Creative Director of The Creative Palace stressed that the depth of
black can tell the difference between a good and an average TV. He also claimed that the
new campaign will stress on the clarity of black color and everyone will also be
impressed by the new range of Panasonic VIERA Neo Plasma TVs.

Panasonic is also claiming that it has incorporated a lot of improvements in its latest
range of Plasma TVs and people will be instantly able to get a better picture and color
quality from these TVs.

It will significantly improve the overall viewing experience for the viewers and they will
be able to see better images whether they are watching 2D or 3D TV.

The latest round of advertising campaigns will be starting from the current week.

Panasonic Unveils Eco Ad Campaign

Panasonic has launched a print and television advertising campaign that highlights the
company’s eco-initiatives for energy-saving products and products that can be more
easily and completely be recycled.

Panasonic unveiled its “Green Plan 2018” environmental action plan in October, aimed at
stepping up its efforts to meet environmental goals in time for the company’s 100th
anniversary in 2018.
Panasonic’s “Connecting with the Earth” campaign features five different ads that will
appear in the print and online editions of the New York Times, USA Today, Wall Street
Journal, and Washington Post and networking Websites such as Linked In, Facebook and
Panasonic’s Twitter site.

The five ads target different “green” products for home and business, including:

–Panasonic’s line of VIERA Full HD 3D TVs that feature an Energy Star 4.0 rating.

–Panasonic’s work on the development of solar energy panels, whole-house fuel cells,
super-efficient LED light bulbs that use 6.9 watts of energy, and next-generation battery
cells to power electric vehicles.

–Panasonic’s Tough book line of laptop computers that meet or exceed many of the
world’s strictest environmental standards, according to the company. Panasonic says all
Toughbook computers are manufactured in Clean Factories where at least 98 percent of
generated waste is recycled. Toughbook computers are also ISO14001 and RoHS-
compliant, Energy Star-qualified, and rated either Gold or Silver on the EPEAT registry.

–Panasonic’s High Definition Visual Communications system enables businesses to

conduct meetings in Full HD over the Internet, which eliminates the need to travel to
meetings.

–Panasonic’s line of home ventilation fans, which feature a green manufacturing process,
were awarded the 2010 Energy Star “Partner of the Year Award.”

Medias for advertising

Television

Radio

Internet

Print media (newspaper, magazines)

A television ad campaign will follow the print and online segment with a series of TV
spots on cable news networks including Bloomberg, CNN, CNBC, Fox News Channel,
MSNBC, and the Weather Channel as well as DIRECTV programming.