Matsushita Completes Brand Unification, Launches Appliance Line in Middle East
May 5, 2004
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Matsushita Electric Industrial Co. Ltd, a global manufacturer of consumer electronics and home appliances, has completed its global brand unification process with the launch of a complete range of home appliances under the Panasonic brand name in the Middle East.

With this increased product portfolio, the company has forecast a 20 percent increase in sales by the end of March 2005.

At a press conference held in Manama, Panasonic also announced that it has recently appointed Al Futtaim Sons WLL, part of the Al Futtaim Group, as their distributor in Bahrain. Al Futtaim Sons WLL will be responsible for the distribution of Panasonic's range of audio visual products, as well as the new home appliance range, which includes kitchen, cleaning, air-conditioning, and wellness products, in Bahrain.

Speaking at the conference, Shoji Itoh, managing director, Panasonic Marketing Middle East FZE, unveiled the company's growth target and plans for the next financial year. "With the successful conclusion of the global brand unification, we begin a new era at Panasonic," Mr. Itoh said. "Our increased product portfolio will give us the necessary edge to maintain our position in the increasingly competitive Middle East market. Our consumers in Bahrain can now enjoy Panasonic's next-generation products at home as well the workplace. We have now truly materialized the concept of 'Panasonic ideas for life' in every aspect, for our consumers."

Matsushita Electric Industrial Co. Ltd (MEI), Panasonic's parent company, initiated the global brand unification process in May 2003 to replace the National name with Panasonic for all home appliances and electrical products. The company said the change in brand strategy comes from its "strong need to consolidate its brand communication efforts under the Panasonic brand," which covers more than 90 percent of sales outside Japan. Under the new unified corporate structure, Panasonic has replaced the National name and is now the main global brand. A worldwide marketing campaign was launched, using the new brand slogan "Panasonic ideas for life."

Panasonic's new range of kitchen appliances includes convection microwave ovens, refrigerators, and food processors. In the cleaning appliances segment, Panasonic has introduced the fully Automatic-wash and dry type-NA-F80GD with Micro Foam wash, which uses Panasonic's patented foam-generating technology.

The company is also launching new vacuum cleaners, air-conditioners, and water purifiers, as well as personal care appliances such as bear trimmers, hair dryers, massagers, and electric toothbrushes. (AME Info)

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