Case Study 2010- 2013

Panasonic Lumix is the Digital Camera segment of Panasonic, a premium Japanese consumer electronics company.

In 2009, India as a market had a swiftly growing demand for digital cameras.

The digital still camera market size in India was expected to increase by 20% by 2015. The Point-and-Shoot (P&S) camera category was estimated to grow at a CAGR of 30 per cent, the DSLR camera category to grow at a CAGR of 63 per cent and the overall India digital camera market to grow at a CAGR of 32 per cent in terms of units over the period 2010-2015. The Indian digital camera market would touch 41 lakh units in 2011, of which 38.4 lakh units would be P&S cameras, while the remaining 2.6 lakh would be DSLR cameras.

Reasons for this meteoric growth were factors like increasing disposable incomes and lifestyle changes. A digital camera was compact, portable and convenient, matching the evolving Indian consumers' taste.

Sony, Canon, Nikon and Kodak were the important brands in the point-and-shoot digital camera space, where Sony led with 24-percent market share, followed by Nikon (21-percent), Canon (16-percent) and Kodak (14-percent).

While in the SLR digital camera market, Nikon and Canon were the dominant players in India, with Nikon having 55% and Canon chalking up 32% in the DSLR category.

Communication for cameras is season- led, occasion- led, feature and model specific. Major communication happens in waves, centering around holidays and festivals when demand for cameras is highest.

• Panasonic Lumix was a new entrant in an organized market with dominant players in both P &S and DSLR categories.

• To create a preferred and differentiated brand image.

Lumix cameras have features and technology at par with established brands. Lumix cameras have superior technology which enables the users to have the best digital photographs.

Communication for cameras is season- led, occasion- led, feature and model specific. Major communication happens in waves, centering around holidays and festivals when demand for cameras is highest.

Point & Shoot Digital Cameras.

Sportsmen- eminent cricketers and footballers (for the first half of 2010)

People always want their photos to be perfect because it is a matter of their public image. Lumix has several features which allow the user to make the most optimal settings and get their perfect picture.

In this phase. Panasonic Lumix's primary communication focus was product functionality and model features.

Point & Shoot Digital Cameras

In 2011, the communication focus ranged from the occasion to the latest product features.

The communication occurred in waves, featuring around major holidays and festivals. It also focused on model features and product functionality.

In 2011, the HD camera, Beauty Retouch feature, Smart Camera functions were in focus.

A TVC was filmed, highlighting the Beauty Retouch feature. Celebrities like Atul Kasbekar, Jacqueline Fernandez, Kajal and Koel Mallick were signed on.

To engender better consumer engagement and brand recall, Lumix signed on three brand ambassadors to represent Lumix to all regions of India, Jacqueline Fernandez, Kajal and Koel Mallick.

Lumix cameras have such superior technology that they enrich the experience of photography.

Lumix was to be visually affiliated to Panasonic.

Lumix's pioneering aspects were to be highlighted.

In 2012, an alarming trend was growing. Consumers were preferring high- end smartphones to the compact digital camera, which were losing relevance and declining as a category. Other categories like DSLRs, Bridge cameras, MFTs were gathering ground.

The Indian consumer was also evolving, viewing photography as a passion to be taken seriously.

To match this rapidly evolving market scenario, Lumix pioneered the new category called MFT or Micro Four- Thirds. Lumix MFTs were the perfect camera models in- between simple compacts and sophisticated DSLRs.

It was the opportune moment to craft a brand positioning for Lumix. Based on consumer insights, the brand was set to be positioned to those camera users who were passionate about photography. This consumer set was labeled as "Passionographers", those who were more than the amateur photographer but not completely professional either.

Lumix was positioned as the "Passionographers" choice of camera.

Introducing Lumix MFTs, a perfect choice for the growing group of passionate photographers.

In the span of 2009 and 2013, Lumix, which had been a late entrant, has risen to the sixth position in ranking and a 6% market share in an industry dominated by players like Nikon, Canon and Sony.