Background
In 2008, India experienced a growing demand for larger and higher-quality television viewing experiences. With increasing purchasing power across different socio-economic classes, flat-panel displays (FPDs) became more affordable. Consumers sought better quality digital broadcasts, surpassing the capabilities of traditional CRT TVs. Japanese and Korean electronics giants took advantage of this trend, with Sony leading as the premium technology brand and Samsung and LG dominating the market with over 60% combined share.
Communication Challenge
Panasonic faced several communication hurdles during this time. The brand had lost its technological appeal, often associated with outdated perceptions like being synonymous with old-fashioned music systems. Moreover, Panasonic lacked a clear and compelling value proposition.
The Brand Reality
Panasonic lagged behind competitors significantly, holding a mere 2% market share and ranking 14th in the industry. The company struggled to capitalize on the immense potential within the rapidly growing FPD segment.
Drivers and Market Perspective
- By 2008, the FPD market had reached an inflexion point, signalling significant changes ahead.
- FPDs were increasingly seen as status symbols, with brand image emerging as a pivotal driver in the market.
- The evolving landscape of TV programming played a crucial role in shaping consumer preferences within the FPD market, driving excitement and resurgence.
- The emergence of Smart TVs marked a convergence of communication, social media, information gathering, learning, and entertainment, transforming how people interacted with their televisions.
Competitors and Key Differentiators
- Sony, LG, and Samsung stand out as the primary drivers in the category, setting the pace for innovation and market trends.
- In a landscape where product features often reach parity, brand image emerges as the key differentiator that dictates price differentials, underscoring the shift where consumer perception influences market value more than product specifications alone.
Media Objective:
Target profile: Young (< 35 yrs.) SEC A, potential buyers of a flat TV
Brand Voice and Positioning
- Brand Positioning: Viera, a prominent brand within the Panasonic family, represents their line of FPDs, standing for Visual Era. This comprehensive range encompasses Plasma, LCD, LED, and 3D TVs, offering consumers a diverse selection of models within each category.
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.
- 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.)