Panasonic Advertising and Promotion

Topics: Marketing, Advertising, Television Pages: 15 (5449 words) Published: June 30, 2013
Introduction

Panasonic Corporation was founded in 1918 by Konosuke Matsushita. It’s main business in electronics manufacturing for the market. It’s grown to become one of the largest Japanese electronics producers. Panasonic Corporation engaged in business through two business segments which are consumer electronic products and business electronic products from digital AV to home appliances, to industrial solutions, security system and other electronic equipment and products to satisfy specific consumer needs worldwide. The company name of Panasonic was created in 1955 and was first used as a brand for audio equipment. It is a combination of two words which are "Pan", meaning “all” and "Sonic", meaning “sound”. Since 2008, it is used as the corporate brand representing the Company, products and services. “Ideas for life” is Panasonic’s global brand slogan which also its mission. It represents every Panasonic’s product or service is created based on the ideas that comes from attentive observation of everyday living and improve lifestyles with a constant commitment to making customers’ life easier, comfortable and fun. Firstly, we will analyse the main product in our print advertisement which is the Panasonic Smart VIERA 3D TV. (Refer to appendix 1). A 3D television mainly conveys depth perception to the viewer by employing techniques such as stereoscopic display, multi-view display, 2D-plus-depth or any other form of 3D display. Most modern 3D television sets uses an active shutter 3D system or a polarized 3D system and some are even autostereoescopic without the need of glasses. Demographics segmentation are used as the targeted market segmentation method which depends on variables of income, education level, age, family size and gender of the prospective consumers. Panasonic focuses its resources to market its product to educated, trending and status conscious and generous spending consumers. Consumers in the 3D television market are looking for a television that offers the best, newest capabilities and full HD quality at the reasonable price. The price range of the Panasonic Smart VIERA 3D television series are around RM3500.00 to RM8000.00, which mainly targeted for consumers with a higher income. Besides that, Panasonic Corporation focuses on technology-savvy consumers who are proficient in using technology. Panasonic’s new line of televisions has more amazing features than any other television set on the market. It will help to motivate trendy technology-savvy consumers to make the purchase and create brand awareness. Panasonic 3D TVs are the most desirable 3D TVs on the market due to its high quality at a reasonable price. Consumer can enjoy ultimate 3D experience by using the Panasonic 3D TVs. While the biggest feature is being 3D capable, there are many other amazing features too. Some of these features include having Wi-Fi capabilities, consumers can have a large screen web browsing with their family or a group of people. It’s allowed the whole family or a group of people to comfortably view a wide variety of content. Panasonic 3D TV is not known as the expensive or the cheapest product among the electronic product market, rather than an average price 3D TV that still delivers full HD quality to the consumers. This help to increase Panasonic’s brand awareness by telling consumers that Panasonic Corporation has good quality product at an affordable price to the consumers. As technology is growing rapidly day by day, Panasonic also wants to position their Smart VIERA 3D television series into the consumer’s mind easily as a machine as of the ideas of their life. They want to make sure that all the specifications provided in the television are as of the demands and needs of their consumers in their daily life.

The Communication Process
Communication can be defined as the activity of conveying information through the exchange of thoughts, messages, or...

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