Matsushita completes brand unification process

The new range includes kitchen, cleaning and wellness products, made with Panasonic's cutting edge technology and eye for innovation. With this increased product portfolio, the company has forecast a 20 percent increase in sales by the end of March 2005.

Matsushita Electric Industrial Co. Ltd (MEI), Panasonic's parent company, initiated the global brand unification process on May 1, 2003, to replace the National name with Panasonic for all home appliances and electrical products. The change in brand strategy comes from the company's strong need to consolidate its brand communication efforts under the 'Panasonic' brand which covers over 90 percent of sales outside Japan. Under the new unified corporate structure, Panasonic has replaced the National name, and is now the main global brand. A worldwide marketing campaign was launched, using the new brand slogan 'Panasonic ideas for life', which reflects the customer-focused strategy behind the development of Panasonic products.

Addressing a press conference held today, to mark the completion of the brand unification, Shoji Itoh, Managing Director, Panasonic Marketing Middle East FZE unveiled the company's growth target and plans for the next financial year. The press conference was also attended by Amal Hijazi, famous Lebanese singer and Panasonic's brand ambassador in the Middle East.
Itoh stated, "With the successful conclusion of the global brand unification, we begin a new era at Panasonic. Our increased product portfolio will give us the necessary edge to maintain our position in the increasingly competitive Middle East market. Our consumers can now enjoy Panasonic's next-generation products at home as well the workplace. We have now truly materialized the concept of bringing 'Panasonic ideas for life' in every aspect for our consumers".

"We have recently introduced a range of Panasonic branded home appliances across retail outlets in the Middle East. Consumers can choose from refrigerators, washing machines, air conditioners, microwaves, kitchen appliances and vacuum cleaners. We also have an exciting range of grooming and wellness products, all created with Panasonic's patented technology and guarantee on quality," continued Itoh.

"The name Panasonic is built on quality and trust, and as we come under a single identity for our home appliance products, we assure you that the new range will continue this tradition. Panasonic has recognized and capitalized on the unique nature of the Middle East consumer. The challenge is to provide ever-improving products at an affordable price. We have seen steady two digit increase in sales every year. In the recent years, the brand has also achieved unprecedented growth in market share and increasing popularity especially among younger consumers who appreciate the cutting-edge technology that drives our products," he added.

"We expect strong growth in our strategic '3D' segment, that is, DVD 'DIGA' recorders, Plasma & LCD TV's and SD (secure digital) memory cards related products such as Digital Still cameras and Digital Video Cameras. We have introduced several technological innovations in these product categories, which has resulted in excellent consumer demand," he concluded.