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Panasonic Corporation
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( Panasonikku Kabushikigaisha ) (TYO: 6752, NYSE: PC), formerly known as Matsushita Electric Industrial Co., Ltd. ( Matsushita Denki Sangy 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
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.
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.
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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
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:
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VIERA range of plasma TV's that is projected to be a breakthrough for better image quality, innovative technology, enhanced reliability and great value. E.cam - Digital Movie Camera 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 Panasonics 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 Percepts 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 didnt 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.
Pepsi and now Ranbir Kapoor has become consumer goods giant Panasonic India as well, his
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, Ranbirs 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.
Panasonics 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 Panasonics Twitter site. The five ads target different green products for home and business, including: Panasonics line of VIERA Full HD 3D TVs that feature an Energy Star 4.0 rating. Panasonics 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. Panasonics Tough book line of laptop computers that meet or exceed many of the worlds 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 RoHScompliant, Energy Star-qualified, and rated either Gold or Silver on the EPEAT registry. Panasonics High Definition Visual Communications system enables businesses to conduct meetings in Full HD over the Internet, which eliminates the need to travel to meetings. Panasonics line of home ventilation fans, which feature a green manufacturing process, were awarded the 2010 Energy Star Partner of the Year Award.