CLIENT BRIEF

Panasonic Lumix, the digital camera segment of Panasonic, a renowned Japanese consumer electronics company, aimed to diversify its product offerings in India's rapidly growing digital camera market in 2009. This market was expected to see a 20% increase in size by 2015, with Point-and-Shoot (P&S) cameras projected to grow at a CAGR of 30%, DSLR cameras at 63%, and the overall digital camera market at a CAGR of 32% in terms of unit sales from 2010 to 2015. Factors such as rising disposable incomes and evolving lifestyles were driving this meteoric growth, with digital cameras aligning with the preferences of Indian consumers.

Market Scenario:

In the Point-and-Shoot digital camera segment, Sony led with a 24% market share, followed by Nikon (21%), Canon (16%), and Kodak (14%). In the SLR digital camera market, Nikon and Canon dominated, with Nikon commanding 55% and Canon holding 32% in the DSLR category.

The challenge for Panasonic Lumix was its status as a newcomer in a market dominated by established players in both the P&S and DSLR categories.

IDEA & EXECUTION

By Design collaborated with Panasonic Lumix, focusing on branding, business opportunities, product lines, market communication collaterals, and channel-led communication.

Insight:

Camera communication is season-driven, occasion-specific, feature-oriented, and model-specific. The majority of communication occurs during peak seasons, such as holidays and festivals when demand for cameras is at its peak.

Objective:

To establish a preferred and distinctive brand image.

Campaign 2010 – 2011: Power-Packed Performance

Lumix cameras boasted technology on par with established brands.

Eminent cricketers and footballers featured in communication.

Highlighted the features of Point & Shoot Digital Cameras.

Campaign 2011 - 2012

Focused on major holidays, festivals, and product features.

Introduced HD camera, Beauty Retouch feature, and Smart Camera functions.

Engaged three regional brand ambassadors: Jacqueline Fernandez, Kajal, and Koel Mallick.

Featured celebrity photographer Atul Kasbekar in a TVC.

Campaign 2012 – 2013: Adding More to Photography

Addressed the lack of awareness that Lumix was a sub-brand of Panasonic.

Emphasized Lumix's pioneering aspects, visually associating it with Panasonic.

Campaign 2013: Introducing MFTs - Only for Passionographers

As smartphones gained popularity, compact digital cameras faced a decline.

Lumix pioneered the Micro Four-Thirds (MFT) category.

Positioned Lumix for "Passionographers" - enthusiasts who weren't amateurs but not completely professional either.

Lumix MFTs were presented as the perfect choice for this growing group of passionate photographers.

RESULT

From 2009 to 2013, Lumix climbed to the sixth position in the market, capturing a 6% market share in an industry dominated by Nikon, Canon, and Sony. The digital camera brand grew by over 200%, achieving a market share of 2.9% in just one year. In the beauty products category, Lumix secured an 18% market share within a year, closing in on the leader, who held a 22% market share.