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Market Share of Panasonic

Panasonic's market share in India is around 6% for air conditioners, 17% for high-end cameras, and 20% for DSLR cameras. Its consumer electronics revenue dropped 14.6% in FY19. To increase penetration, Panasonic plans to enter mass product segments like direct cool refrigerators, washing machines, and small LCD TVs. It aims to position itself as a solution technology company rather than just a product company by expanding categories, increasing sales networks, and offering integrated smart manufacturing solutions.

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Kartik Singh
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398 views2 pages

Market Share of Panasonic

Panasonic's market share in India is around 6% for air conditioners, 17% for high-end cameras, and 20% for DSLR cameras. Its consumer electronics revenue dropped 14.6% in FY19. To increase penetration, Panasonic plans to enter mass product segments like direct cool refrigerators, washing machines, and small LCD TVs. It aims to position itself as a solution technology company rather than just a product company by expanding categories, increasing sales networks, and offering integrated smart manufacturing solutions.

Uploaded by

Kartik Singh
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Market Share of Panasonic

For FY19 revenue was about Rs 10,300 crore in reference to Rs 10,200 crore in FY17-18.

 Mobile Phones: Revenue from smartphones is less than 2-3% , it fell Rs 500 crore in
FY19 from Rs 1200 crore the previous financial year.
 Air Conditioners: Market share of it in Air condition segment is around 6% of the
overall market.
 Home Entertainment: Panasonic India’s consumer electronics and home appliances
revenue dropped by 14.6% at Rs 4057.48 crore in FY19.
 Camera: In high end camera segment it is 17% of the market share
In DSLR segment it has 20% of the market share.
 Home Appliances: The home appliances segment for Panasonic constitutes of
refrigerators, washing machines and microwaves and accounts for about 16 per cent
of the total consumer durables business.

Target Segment

Panasonic has decided to enter mass product segments like direct cool refrigerator, semi-
automatic washing machine and small-size LCD TV in an attempt to penetrate India

 Panasonic’s strategy is a contrarian one in the country’s Rs 30,000-crore white goods


industry
 Dealing in mass products due to low penetration by competitors
 For Home Appliance: Product development will revolve around three pillars: how we
can make our appliances smarter, how they can talk to people and make life for
them more convenient; how they can be connected together and in that process,
give a holistic view to the consumers about how they behave, how they consume
energy, how they can be more efficient; and finally, how energy efficient and
environmentally efficient they are.
 Re-work on pricing strategy to fit into premium segment.
 Reducing HDMI ports from four to one and changing shiny exterior panel to reduce
cost
 Multi-distribution channel is used by Panasonic to make its products available to the
customers.
 Distributing through authorised showrooms and service centres, retail outlets, direct
sales channel, resellers, distributors and OEM’s are helping the company in reaching
the customers with its offerings. 
Positioning

Home appliance and consumer electronics maker Panasonic India is aiming to position itself
as a solution technology company in the coming years rather than being a product company

 Expanding categories in consumer durable segments


 Increasing sales network to penetrate smaller cities
 Re-introducing products such as single door refrigerators to target lower middle
class
 Merged two verticals welding business and SMT to offer integrated smart
manufacturing solutions
 Entering full-frame and high end camera segment to attract premium buyers

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