Marketing Strategies of Panasonic in Japan: Campaign Analysis

This presentation analyzes Panasonic's marketing strategies in Japan on an international stage, covering segmentation, targeting, positioning, branding, pricing, retail distribution, and integrated marketing communications. It examines the marketplace trends, suggests improvements, and identifies key competitors like Sony, Canon, Toshiba and Hitachi, highlighting their strategies. The presentation emphasizes Panasonic's effective marketing strategies, global brand name, and utilization of integrated marketing communication to reach a wide audience. The analysis references various sources to support its findings and provide a comprehensive overview of Panasonic's marketing approach.

Marketing Campaign Strategies
on
an International Stage
Marketing strategy of Panasonic in
Japan on an international stage

Table of contents
1. Introduction
2. Background
3. Marketing strategies implemented by Panasonic
• Segmentation, targeting and positioning strategy
• Branding strategy
• Pricing strategy of Panasonic
• Retail distribution strategy
• Integrated marketing communications strategy
4. Marketplace and trends
5. Suggestions for improvements
6. Key competitors and their strategies
7. Conclusion
8. References

Introduction
 This presentation revolves around the
marketplace analysis and the marketing
strategies of Panasonic in Japan.
 We will also analyze the competitors
strategies of Panasonic and will suggest
improvements for Panasonic marketing
strategies as well.

Background
• Multinational
Japanese electronics
corporation
• Headquarter- Osaka,
Japan
• Founded- 1918
• Key competitors-
Hitachi, Sony,
Toshiba and Canon

Marketing strategies implemented
by Panasonic
Several marketing strategies and their combinations
are implemented in Panasonic:
• Segmentation, targeting and positioning
• Branding strategies
• Pricing strategy
• Retail distribution strategy
• Integrated marketing communication strategy
These strategies are undertaken effectively by
Panasonic to cover large market base and enhance its
profitability.

Segmentation, targeting and
positioning strategy
Segmentation- status, income
levels
Targeting- Middle East and Asia,
Emerging economies
Positioning- brand image,
campaigns, celebrities

Branding strategy

Pricing strategy of Panasonic
 Simple
 Fair price
policy
 Affordable
prices
 Discounts
 Cost cutting

Retail distribution strategy
 Franchises
 Retail outlets
 Official stores
 Online
shopping sites
 Shopping
malls

Integrated marketing
communications strategy
 It is a tool that evaluates the strategic
roles of various communication tools
such as public relations, personal selling,
online media, social media, sales
promotion and advertising and so on.
 This is most impactful communication
tool that renders clarity and consistency.

Marketplace and trends
• Campaign named-
“Makers of Quality.
Mastered in Japan”
• Innovative Japanese
culture
• Delivery of old
heritage focusing on
Japan Quality
• Social media
campaigns

Suggestions for improvements
1. It can introduce cost effective and more
innovative products in markets.
2. It should start capturing emerging
economies and residential sectors too.
3. Focus on integration od core and IT
technologies
4. Focus on business management process to
restructure overseas sites.

Key competitors and their
strategies
• Sony
• Canon
Inc.
• Toshiba
• Hitachi

Conclusion
 It is a public limited company in Japan
 It caters international markets
 It has effective blend of marketing
strategies
 It has a global brand name
 Utilizes integrated marketing
communication to reach wide audience

References
• "Corporate Profile." Panasonic Corporation.
Retrieved on January 20, 2018. "Head Office
Location 1006, Oaza Kadoma, Kadoma-shi, Osaka
571-8501, Japan" (PDF Map Archived 2011-04-09 at
the Wayback Machine., GIF Map (Direct link))
• Haseeb, 2016, Marketing Plan of Panasonic. Online
available at (http://marketingdawn.com/marketing-
plan-of-panasonic/). Last accessed on January 22,
2018.
• Kageyama, A. and Kosuga, M., 2017. Corporate
Strategy and Business Process Innovation in
Japanese Company: A Case of Panasonic
Corporation. Holistic Business Process Management:
Theory And Pratice, 14, p.93.
• Steenkamp, J.B., 2017. Global Brand Strategy:
World-wise Marketing in the Age of Branding.
Springer.