IBD Portfolio - FMCG

Panasonic

The brand was empowered with a country specific strategy, creating quantifiable value-creation on a 360 degrees platform.

Brands /Products Handled:
Viera FPD, Home theatres, Lumix Digital Compact Cameras, Beauty Products

• Viera, the market share rose from 2% in 2008 to 9% in 2011 in the FPD category.

• Lumix, the digital camera brand grew by over 200% to garner a market share of 2.9% in just one year.

• The beauty products category garnered a market share of 18% in one year, bridging the gap with the leader who currently has a market share of 22%.

From a turnover of Rs. 5500 crore in 2011 Panasonic is now targeting it for Rs. 55,000 crore by 2018.

Panasonic - Viera A Case Study

Panasonic Viera

VIERA is the brand name under the Panasonic umbrella for their FPDs. It is an acronym for Visual Era. The range includes Plasma, LCD, LED and 3D TVs with a vast range of models in each category for the consumers to choose from.

Background

2008
• India was feeling the need to see a bigger, better picture on TV
• Enhanced purchasing power across town-classes
• Affordability of FPDs
• Better quality digital broadcast beyond current CRT capability
• Japanese & Korean players grabbed the advantage
• Sony led the mind-space as the premium technology player
• Samsung & LG led the market with more than 60% of the share between them

Communication Challenge
• Panasonic had lost technology aura
• Panasonic is old man's music system
• Panasonic lacked definite benefit proposition

The Brand Fact
• Where was Panasonic? Market share of only 2 %, 14th ranking
• Panasonic was not able to leverage the huge opportunity in the growing FPD segment

Drivers and Market Perspective

• The FPD market was at an inflexion stage in 2008

• FPD was a status purchase and brand image was a key market driver

• The market had evolved and the FPD market was driven by the
excitement and resurgence in TV programming

• The convergence of communication, social media, information gathering,
learning and entertainment started being driven by Smart TVs

Competitors and Key Differentiators

• Sony, LG and Samsung are the key category drivers

• Brand image is the key differentiator as the market dynamics
ensure parity on features

• Today brand image drives price differentials and not the other way around

The Task/Objective

Business Objective
Build awareness and market share

Communication Objective
Gain a foothold in the market by re-building the Panasonic brand image
(through this category) to appeal to the younger generation in India

Media Objective

Target profile/markets/industry segments
• • Young (< 35 yrs.) SEC A, potential buyers of a flat TV

Primary and Secondary message
• Primary message: Panasonic is the preferred brand
of the young and the successful
• Secondary message: Feature led (better action capture, 3D,
social media compatibility etc.)

Brand Voice and Positioning
• Brand Positioning: A Panasonic Viera TV is a true reflection of the
power of shared infotainment to attract and retain social interactions
• Brand Voice: Rooted in India, At home across the world

The Creative Execution

The Process
The IDEA Superior lifestyle makes others follow you
"Panasonic Viera: The power to attract" The Process

Context(Point of Contact)

Contact(Media)

Content(Message)

Advertising needed to create a change in perceptions that will alter the attitude towards brand & reflect in improved sales numbers.
• Make the brand look younger & more contemporary lineage
• Increase technology association

The brand values that were defined
• Superior lineage
• Advanced technology
• Smart
• Futuristic
• Stylish

The Brand Ambassador
recommended Ranbir Kapoor

• A visual based communication across TV, Cinema and other media
• Spike sales through trials using promo campaign

Fans yearn to see their stars in flesh & blood

Watch a movie with RK and win other assured prizes

V-Real Technology gives superior picture quality

• Panasonic Viera is the new talk
of the town

• Proposition that straddled all
3 category benefits: Style,
Technology, Value

Viera Launch TVC Campaign

Expect Unexpected Guests 2010
Objective - Improve salience & take high ground with a brand campaign.
A visual based communication across TV, Cinema.

Viera Launch Print Campaign

Reel to Real offer 2010
Objective - Spike sales through trials using promo campaign.
Fans yearn to see their stars in flesh & blood.
Watch a movie with RK and win other assured prizes.

Taking it forward

Another insight based promotion
• Indians always want a share of fame…
• A fact demonstrated unequivocally by number of people
wanting to act in Bollywood
• There was an opportunity to leverage the RK association further
• Get a chance to act in Ranbir's Movie

Print & TVC Campaign

Bollywood Dreams offer 2010
Objective –To keep the upswing & maintain excitement Use the festive season to garner higher sales.

The biggest opium of the masses – Bollywood, Panasonic uses the trigger to leverage a promotion and becomes a hit with fans

Print & TVC Campaign

Sounds of India Campaign
India loves sound-loud. LCD's are known more for their picture quality than sound. But this series was different, it promised a seamless balance of viewing and listening pleasure at a VFM price.

The idea was to get people to experience it. Therefore an experiential campaign was launched in 70 cities with Panasonic reaching the TG through road show activity. People recorded their sounds which were uploaded on a microsite. The campaign was a runway hit.

TVC Campaign

One Moment
Objective – To keep the upswing & maintain excitement Use the IPL season
to garner higher sales

When everything awaits that one moment, a moment that crescendos sport or entertainment, it's only a Panasonic Viera that makes it a delight to watch

Print & TVC Campaign

3D VIERA 2011
Objective – To promote the 3D range of TVs and boost Panasonic's
leadership in this category.

3D created a new buzz in the TV market. Panasonic takes the high
ground with a technology that makes your world come alive in 3D

Print & TVC Campaign

SMART TV 2011
Objective – To promote the Smart VIERA range and enhance
the imagery of brand Panasonic

Marking the beginning of the smart TV revolution, smart Viera takes center stage as not just a television but much more

Print & TVC Campaign

Swipe & share 2012
Objective – To promote swipe & share, browse & share and watch & chat feature as the core differentiator. Position the new VIERA line-up as aesthetically at par with competition thereby enhancing the imagery of brand Panasonic

The new Smart Viera Campaign gives the 'innovation in technology edge' to Panasonic by bringing forth the consumer benefit of Swipe & share, now from a Viera TV.

How VIERA Stacks Up Today

• Between Oct. 2008 and March, sales jumped from approx. 2,300
units to 50,000 units.
• Between 2012 April and 2013 March, approx. 5.5 lacs units sold in the year.
• VIERA has grabbed 9% market share
• VIERA today is the 4th largest brand in the Television category ranking.
• Brand purchase consideration jumped to 78%
• VIERA brand awareness level has reached 87%.