PANASONIC
Company Background
Panasonic is a brand of Matsushita Electric
Industrial Company Ltd. (MEI). MEI is
a manufacturer of electronic products.
It manufactures over 15,000 products and its
portfolio of brands includes Panasonic, National,
Technics, and Quasar.
The group (MEI) was incorporated in the year
1918 and today, it comprises of over 600
companies. It employs about 334,752 people
around the globe. MEI registered net sales
of US$ 81.4 billion in 2004-05.
Panasonic in India
Panasonic operates in India through its various
marketing and manufacturing subsidiaries.
National Panasonic India
National Panasonic India Ltd markets a variety of
consumer products such as washing machine, home
theatre, camera and TV under the ‘Panasonic’ brand.
Panasonic Systems Asia Pacific (India)
Panasonic Systems Asia Pacific markets fax, copiers,
laptops, projectors and mobile phones in India.
It was established in May 2005.
Panasonic Carbon India Co. Ltd.
Panasonic Carbon India manufactures carbon
rods through its plant at Andhra Pradesh.The
company recorded net sales of US$ 7.6 for
the year 2005-2006.
Panasonic Home Appliances India Co., Ltd
Panasonic Home Appliances India Co. Ltd was
formerly known as Indo Matsushita Appliances Co.
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 Net Sales of Panasonic Carbon India Co. Ltd.
(US$ million): 2004-2006
10
Net Sales (US$ Million)
8.1
8 7.6
6
4
2
0
2003-2004
Ltd. It manufactures home appliances such as
cookers and other kitchenware.The company
started its operation in the year 1990. It is
headquartered near Chennai. It holds ISO 14001
certification. It also serves as a marketing company.
The company had a turnover of US$ 12 million
in the year 2004-05 as compared to US$ 11 million
in the previous period. It has also been exporting
manufactured products to other countries.
On exports front, the company registered a
turnover of US$ 2.5 million in the year 2004-05.
The exports figures for the previous year stood
at US$ 2.4 million.
Panasonic AVC Networks India Co. Ltd.
Panasonic AVC Networks India manufactures
audio and video systems such as TV, audio systems,
plasma TV and home theatre. It was formerly
known as Matsushita Television & Audio India Ltd.
Company’s television sets are marketed under the
brand name ‘National’. Production facility of the
company is at Noida.
Matsushita Washing Machine India Pvt. Ltd.
Panasonic Washing Machine India is the subsidiary
of MEI dedicated for the production of washing
machines in India.The company was incorporated
in the year 1999 in technical collaboration with
Videocon.The manufacturing facility of the
company is located at Ranjangaon near Pune,
Maharashtra.
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Matsushita Air-Conditioning India Pvt, Ltd
Matsushita Air-Conditioning India was set-up
as a joint venture between MEI and Videocon,
8.4 with Matsushita holding 70 percent of the stake
and Videocon holding the remaining 30 percent.
Presently, the company is a fully owned subsidiary
of MEL.
2004-2005 2005-2006 Matsushita Air-Conditioning India manufactures
Source: www.myiris.com air-conditioners under the brand ‘National’.The
company has its plant at Irungattukottai, about
55 km from Chennai, with an installed capacity
of 0.1 million units.
Panasonic Battery India Company Limited
Panasonic Battery India Company, incorporated
in 1972, manufactures batteries and battery
appliances. It currently employs about 973
employees.The company has its manufacturing
plants located at Vadodara, Gujarat and Pithampur,
Madhya Pradesh. Company’s products are marketed
under ‘Novino’ brand.
Table 16: Net Sales of Panasonic Battery India Company
Limited (US$ million): 2003-2005
40 37
Net Sales (US$ Million)
32
30 28
20
10
0
2003 2004 2005
Source: www.myiris.com
Factors for Success
Understanding Consumer needs
Despite being a late entrant into the Indian
market, the company has been able to effectively
target its customers.This has been possible
by launching products for specific consumer
groups at a reasonable price.The company has
also been reactive to market trends adapting new
product launches.
Powerful brand name
Panasonic is one of the most powerful brands
worldwide.The company has been able to leverage
this advantage in India also. ‘National’, ‘Nippon’ and
‘Panasonic’ are the most successful brands of the
company.These are household brands in India and
enjoy a good market share.
Panasonic plans to build on its success in the
household appliances and battery divisions through
launch of new products.
Panasonic is planning to make India a global
manufacturing hub.The company has decided
to source colour television sets from India for
its international markets.

Future Plans

India has a large consumer class with over 208

million households. It presents a large untapped
potential for companies operating in consumer
electronics.

Panasonic is planning to increase its market share

and reach in the country.The company plans to
introduce new products in the TV segment. It is
mainly focusing on the high-end segment such as
Plasma TV.The company is targeting a growth of
about 15 percent in the high-definition TV market
in the near future.

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