Matsushita completes brand unification process, launches range of home appliances under Panasonic brand name in the Middle East

With this increased product portfolio, the company has forecast a 20 percent increase in sales by the end of March 2005.

At a press conference held today in Manama, Panasonic also announced that it has recently appointed Al Futtaim Sons WLL, part of the Al Futtaim Group, as their distributor in Bahrain. Al Futtaim Sons WLL, will be responsible for the distribution of Panasonic's innovative range of audio visual products, as well as the new home appliance range which includes kitchen, cleaning, air-conditioning and wellness products, in Bahrain.

The Al Futtaim Group has been associated with Matsushita Electric Industrial Co Ltd (MEI) since 1971. The Group is one of the leading business groups in the region, with interests ranging from Automotive, Electronics, Retail, Finance Services and Real Estate, representing several international brands. Al Futtaim Sons WLL, a retail division of the Group, handles reputed brands such as Toy 'R' Us and Marks & Spencer.

Speaking at the conference, Shoji Itoh, Managing Director, Panasonic Marketing Middle East FZE, unveiled the company's growth target and plans for the next financial year. 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 in Bahrain can now enjoy Panasonic's next-generation products at home as well the workplace. We have now truly materialized the concept of 'Panasonic ideas for life' in every aspect, for our consumers."

Matsushita Electric Industrial Co. Ltd (MEI), Panasonic's parent company, initiated the global brand unification process on May1, 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.

"Along with our newly appointed partners in Bahrain, Al Futtaim Sons WLL, we have recently introduced a new range of Panasonic branded home appliances across retail outlets in Bahrain. 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 a 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 advanced 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.

Panasonic's new range of kitchen appliances includes convection microwave ovens, refrigerators and food processors. Panasonic's new NR-D700M called 'Magic Top' Refrigerators come with a 'magic' top opening style to provide the ultimate convenience for everyday use. The magic top is easy to access and takes up minimum space in the kitchen. The refrigerator comes with a Double Super Fresh function that keeps fruits and vegetables fresh longer, an Automatic Humidity Controller (Shape Memory Film) that automatically keeps humidity within 85-90 percent level in the vegetable section, and an anti-bacteria 'wasabi' cassette prevents the emission of ethelyne gas in the crisper area, thus preserving food nutrients. Wasabi is the strongest antibacterial agent, next to sunlight, giving the refrigerators an extra edge on freshness.

Panasonic's new NN-C2003S microwave is fitted with Inverter technology that offers more even cooking compared to conventional microwaves. The microwave also has an inverter turbo defrost function that defrosts foods even faster than conventionally used auto defrost features. The advanced sequencing system distributes microwave energy in a new and efficient way, resulting in fast, thorough defrosting.

In the cleaning appliances section, Panasonic has introduced the fully Automatic-wash and dry type-NA-F80GD with Micro Foam wash which uses Panasonic's patented foam-generating technology. A centrifugal force drives the thick sudsy water, which is 12 times denser than ordinary water, deep into the fabric fibres, where it lifts away dirt and grime.

The new Vacuum Cleaners are equipped with a copper based anti-bacterial filter and a HEPA filter that removes allergens and pollutants through various filtration processes, while simultaneously eliminating odours to ensure a clean and fresh environment after vacuuming. The copper filter has a strong anti-bacterial power that prevents bacteria from spreading, then naturally eliminates it through chemical bonding, ensuring that the filter stays clean longer.

Panasonic's refreshing range includes high capacity 28,000 BTUs Super Ioniser Air Conditioners and Water Purifiers. Panasonic also offers a range of ventilating and electrical fans, and air purifiers with HEPA filter.

Panasonic's Wellness product range is engaged in creating an ideal living and working environment. The ladies grooming products include epilators with a unique skin-guard protection system; hair care (stylers, dryers, and straighteners); skin, and manicure products. In the men's grooming range products include a wide range of 'wet/dry washable' men shavers; beard trimmers; hair clippers and nose/ear hair trimmers. Panasonic's flagship men's shaver 'Lamdash' is the fastest in its range, and features state-of-the art technology thanks to its linear motor, 30 degrees sharp inner blades, and a sleek design.

Panasonic also has a range of health care products that include a Massage Lounger; Hand-held Massagers; Blood Pressure Meters; low frequency Muscle Stimulators; and Electric Tooth Brushes. The 'Real-Pro' Massage lounger, Japan's best selling model, offers you a professional massage from shoulder to lower back in the comfort of your home!

All Panasonic products are available with Al Futtaim Sons WLL, distributor for audio visual and home appliance products in Bahrain.