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Panasonic Marketing Middle East and Africa (PMMAF) has revealed that it will accelerate its growth strategy in the MEA region, targeting double-digit revenue growth in 2023.
Underpinned by the brand’s inspiring new global motto – Create Today. Enrich tomorrow. — Panasonic has laid out plans to expand its regional market share while continuing to strengthen its commitment to meeting customers’ changing needs for its industry-leading products and solutions.
The announcement was made during Panasonic’s annual regional convention in Dubai, where the global electronics giant also reported its operating results for the previous year. In fiscal 2022, Panasonic saw huge growth across categories, especially in consumer appliances related to health and hygiene.
The best performing solution
The brand’s top-performing solutions last year included: garment steamers, which grew 148 percent; Nanoe hair dryers and hair care products, which grew 147 percent; healthy air fryers, which grew 194 percent; and The new Bagless Canister and the world’s first detachable eXtreme Series Tank vacuum model saw an impressive 145% increase.
In addition, the range of Nanoe-X and R32 refrigerant residential air conditioners launched in the GCC countries last year performed well, especially in the Oman market, which recorded an impressive 201% growth. Nanoe-X is Panasonic’s latest patented purification technology that can suppress 99.99% of bacteria and viruses. On the other hand, R32 is an environmentally friendly refrigerant that is energy efficient and has low global warming and ozone depletion potential. In addition, several other cutting-edge technologies from Panasonic are gaining considerable popularity in 2022, including sterilizing Abaya Wash washing machines, TVs with HEXA Chroma Drive and HDR technology, and the “NutriTa Freeze” range of refrigerators for hygienic food preservation with Quick freezing function.
By 2023, Panasonic has re-emphasized its commitment to the region, focusing on expanding key markets, further investing in R&D to develop locally-appropriate products and solutions, and strengthening sustainability initiatives. Another key component of the brand’s strategic plan this year is the launch of the second edition of the Panasonic Influencer Affiliate Program (PIAP), an online program in which Panasonic partners with social media influencers to facilitate more engagement with customers, while Empowering more people enables consumers to live their best lives.
positive outlook
Hiroyuki Shibutani, Managing Director of Panasonic Middle East and Africa Marketing (PMMAF), said: “Global economic activity faces a significant slowdown, but the outlook for the Middle East region and Africa remain positive for next year, according to a recent report from the International Monetary Fund. This is good news, Let us serve regional markets with more optimism. Our aim is to align our strategy and deliver cutting-edge technology, keeping our customers’ needs in mind.”
One of Panasonic’s strategic missions is to meet the market’s growing demand for cutting-edge technology, taking into account the rapid urbanization and smart city initiatives underway throughout the Middle East and Africa region.
“Since its inception, Panasonic has valued its commitment to innovation, quality, reliability and efficiency. We do see many opportunities as the region transforms into a highly urbanized smart city. We believe that our innovations will satisfy consumer In line with our brand action slogan ‘Creating Today. Enriching Tomorrow.’, we will provide solutions to make life safer and healthier, especially for future generations, while advancing our mission, which is to build a greener planet for a more sustainable tomorrow,” added Shibuya.
Raising the bar for customer service excellence
Focused on executing its growth strategy, Panasonic continues to find ways to deliver on its promise of a seamless customer experience. The opening of the new PMMAF Regional Parts Center in Dubai is seen as furthering the company’s mission to ensure an effective response to customer needs.
This state-of-the-art facility will guarantee each dealership and service center has the best parts in stock, reducing overall repair time for customers. At the same time, the convening of the Panasonic Customer Service Strategy Conference will once again discuss the brand’s action plan and strategy for the coming year to keep up with and interact more closely with customers.
Hosted by PMMAF’s Customer Service Division, the conference will also host the 12th Regional Technology Olympics, a maintenance skills competition for service technicians representing Panasonic’s service partner companies in the Middle East. The Technology Olympiad seeks to discover the Super Technician winners, who will be distinguished by their technical expertise and proficiency in repairing major household appliances (washing machines and air conditioners).
The skills development program will also recognize STAR service competition winners for those who have excelled in achieving service excellence in 2022.
Panasonic Impact Affiliate Program (PIAP)
Building on the success of its first run, PIAP is back to drive Panasonic’s ongoing efforts to advance customer communications. The PIAP competition, open to social media influencers across the Middle East, aims to partner with digital content creators who can use their passion for creating content to engage, educate and empower their communities about Panasonic’s innovations.
Health, wellness, lifestyle, beauty, food/cooking, tech or fitness social media influencers with 10,000 or more followers on Instagram and/or TikTok at the time of entry are eligible to enter. After a rigorous evaluation process, 25 PIAP applicants will be selected, each of whom will receive the latest Panasonic products for review, allowing them to share their experiences and create posts that will help spread the word about Panasonic technology. From the 25 PIAP members, five influencers who achieve the highest social media engagement rate in their posts will be awarded the Panasonic Middle East & Africa “Influencer of the Year” award.
New products and solutions unveiled
Panasonic continues to strengthen research and development, not only to enhance competitiveness, but more importantly, to develop products and solutions that meet local needs. The company plans to launch 92 new products in 2023 to support this mission, continuing to enhance the value of live/work spaces in line with its core mission of contributing to the overall well-being of people, society and the planet.
Highlighting the value of its inspiring new corporate tagline “Creating Today”. Enrich tomorrow. Panasonic has developed three pillars to support customers’ well-being – external well-being, inner well-being and spatial well-being – thereby producing products that make a significant contribution to people’s lives.
Under the pillar of Outer Wellbeing, Panasonic offers a personal care line of grooming and grooming products, and this year will add new categories such as bikini trimmers for women and ‘Multishape’, a revolutionary modular personal care system for men.
Outer Wellbeing also includes Garment Steamers and Abaya Wash Washing Machines – known for their superior fabric care capabilities with the added benefit of improved hygiene, removing up to 99.99% of germs. Outer Wellbeing is about innovations that ensure cleanliness and hygiene, and the management of people’s appearance and health are at their best.
Inner happiness
For Inner Wellbeing, the main focus is to promote a healthy eating lifestyle through products designed for convenient and nutritious cooking. Under Inner Wellbeing, Panasonic also offers solutions that optimize food storage and freshness. The category includes the brand’s wide range of kitchen appliances, such as slow cookers, food processors and blenders, as well as microwaves, refrigerators and water coolers. The category will expand with new model upgrades.
Spatial Wellbeing aims to create a hygienic and comfortable home, the ideal place for wellness and relaxation. Home air conditioners, vacuum cleaners and immersive entertainment TVs equipped with Panasonic’s unique Nanoe X and eco-friendly R32 refrigerant are among such products.
Renowned worldwide for its cutting-edge technology and strong emphasis on Japanese quality, Panasonic continues to uphold the highest standards of safety, durability, efficiency and effectiveness through rigorous testing and stringent quality assurance checks for its products and solutions.
More than 300 business partners from more than 20 countries and media participated in the event, which also showcased Panasonic’s wide range of products in AC, AV, kitchen and home appliances, and health and beauty. — trade arab news agency
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