Panasonic Lumix represents the digital camera segment of Panasonic, a leading Japanese consumer electronics brand.

The Opportunity

In 2009, the Indian market witnessed a rapid surge in demand for digital cameras. Projections indicated significant growth potential, with the digital still camera market in India expected to expand by 20% by 2015. Within this, the Point-and-Shoot (P&S) camera category was forecasted to grow at a remarkable CAGR of 30%, while the DSLR camera category was expected to experience even more impressive growth at a CAGR of 63%. Overall, the Indian digital camera market was poised to grow at a CAGR of 32% in terms of units over the period 2010-2015, reaching an estimated 41 lakh units in 2011. Of these, approximately 38.4 lakh units were projected to be P&S cameras, with the remaining 2.6 lakh units being DSLR cameras.

This meteoric growth was fueled by factors such as increasing disposable incomes and evolving lifestyles. The compact, portable, and convenient nature of digital cameras resonated well with the changing preferences of Indian consumers, further driving the demand for these devices.

Market Scenario

In the point-and-shoot digital camera segment, Sony, Canon, Nikon, and Kodak emerged as key players. Sony led the pack with a 24% market share, closely followed by Nikon at 21%, Canon at 16%, and Kodak at 14%. Within the SLR digital camera market, Nikon and Canon asserted dominance in India. Nikon commanded a substantial 55% share, while Canon secured a notable 32% share in the DSLR category.

Digital Camera Communication

Communication strategies for digital cameras are strategically tailored to be season-led, occasion-led, and focused on specific features and models. The communication efforts are orchestrated in waves, with particular emphasis during holidays and festivals when consumer demand for cameras peaks. This approach ensures targeted messaging that resonates with consumers during key moments of heightened interest and purchasing intent.

The Challenge

Panasonic Lumix faced the challenge of entering an organized market dominated by established players in both the Point-and-Shoot (P&S) and DSLR categories.

The Objective

The primary objective was to establish Panasonic Lumix as a preferred and differentiated brand, distinct from its competitors in the digital camera market.

CAMPAIGNS

Power Packed Performance

Lumix's Point & Shoot Digital Cameras are equipped with features and technology that rival established brands. Our superior technology ensures users capture the best digital photographs.

Our communication strategy for cameras is season-led, occasion-led, and tailored to specific features and models. We strategically communicate in waves, particularly during holidays and festivals when demand for cameras peaks.

In the first half of 2010, Lumix partnered with eminent cricketers and footballers as brand ambassadors, aligning with the brand's ethos of power-packed performance.

Picture Made Perfect

Everyone desires flawless photos as they reflect their public image. Lumix's Point & Shoot Digital Cameras offer various features that enable users to make optimal settings and capture their perfect picture.

During this phase, Panasonic Lumix's communication primarily emphasized product functionality and model features.

Print Campaign

In 2011, communication efforts spanned from leveraging occasions to highlighting the latest product features. Messaging was strategically timed around major holidays and festivals, emphasizing model features and product functionality. Attention was drawn to the HD camera capabilities, the Beauty Retouch feature and the Smart Camera functions.

A television commercial (TVC) was produced to showcase the Beauty Retouch feature, featuring celebrities such as Atul Kasbekar, Jacqueline Fernandez, Kajal, and Koel Mallick, ensuring representation across all regions of India.

Adding More to Photography

In 2011, a notable observation was that consumers were unaware that Lumix was a sub-brand of Panasonic, leading to a lack of expected credibility. Lumix cameras boast superior technology that enhances the photography experience, enriching every moment captured. The primary focus was to visually align Lumix with Panasonic, emphasizing their connection within the consumer's perception and the communication strategy aimed to spotlight Lumix's pioneering features and innovations, showcasing its distinctiveness in the market.

Only for Passionographers

In 2012, a concerning trend emerged as consumers increasingly favoured high-end smartphones over compact digital cameras, leading to a decline in the relevance of the latter category. However, other segments such as DSLRs, Bridge cameras, and MFTs (Micro Four-Thirds) were gaining momentum. The Indian consumer's perception of photography was also evolving, with a growing inclination to treat it as a serious passion. To adapt to this rapidly changing market landscape, Lumix introduced a pioneering solution: the Micro Four-Thirds (MFT) category. Lumix MFTs represented the perfect balance between simple compacts and sophisticated DSLRs, catering to the evolving needs and preferences of consumers.

In response to evolving consumer insights, Lumix seized the opportunity to redefine its brand positioning. Lumix was tailored to appeal to a distinct segment of camera users: the "Passionographers". These individuals were characterized as more than amateur photographers but not yet fully professional.

The communication strategy centred around introducing Lumix MFTs, the ideal choice for the expanding community of passionate photographers.

The Result

Between 2009 and 2013, Lumix, despite entering the market later than its competitors, achieved significant milestones. It ascended to the 6th position in the rankings and secured a commendable 6% market share. This achievement is noteworthy considering the industry's domination by established players such as Nikon, Canon, and Sony.