Japanese electronics group officially relaunches brand in South Africa

1st May 2015

By: Anine Kilian

Contributing Editor Online

  

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Japanese electronics company Panasonic officially relaunched its brand in South Africa at a media briefing in Johannesburg last month and aims to reclaim its status as a household name in the country.

While Panasonic has kept a low profile in recent years, this is set to change, with major plans to introduce a wide range of high-quality products across several categories – including TVs, home theatre systems, home audio systems, portable audio systems and cameras; home appliances, such as washing machines, fridges and beauty-care products; and a full range of business-to-business equipment.

The much-expanded range of products will be introduced in phases throughout this year.

Speaking at the media briefing, Panasonic India, South Asia, Middle East and Africa regional head Daizo Ito stated that the corporation regarded quality as its measure of excellence.

“Attention to detail and refined Japanese craftsmanship are inherent in all Panasonic products, from easy-to-use consumer products, such as our range of audiovisual systems, cameras and home appliances, to reliable and precise business solutions, including air-conditioning units,” he said.

He added that other attributes that set Panasonic apart from its competitors were its anticipation of consumer needs, dedication to enhancing quality of life through its products, the adoption of the latest environment-friendly technologies and cutting-edge designs.

“Panasonic believes in cultivating long-term partnerships, based on trust and respect that create products and services of value,” Ito noted.

He said that Panasonic was buoyant about its reinvestment in South Africa and that it was in line with a general increased interest in the African continent, adding that manufacturers that previously concentrated on markets in India and the Far East were turning their attention to Africa as the new frontier market.

“While a sizeable proportion of technology- based goods have been imported from America and Europe, companies from China, South Korea and Japan are now making impressive inroads [into Africa],” he said.
Much of the growth in the African technology market is driven by African customers’ increasing appetite for technology-based consumer products and spending on technology goods, from mobile handsets and gadgets to refrigerators, washing machines and cars.

In South Africa, the consumer electronics market was gauged at $9.4-billion in 2012 and will increase to $13.6-billion by 2016.

The burgeoning consumer technology market is also being driven by several powerful long-term trends, such as a rapid population increase and urbanisation.

Customers often opt for international brands when their spending power allows them to do so. Leading electronics and appliance retailers often prefer to stock preferred brands, such as Panasonic, not only to remain competitive but also to uphold their reputation as retailers of high-quality brands.

“Panasonic has a strong and historical long-standing network of retailers throughout South Africa, including all the major chain stores. “The company has received multiple listings for the eagerly anticipated new range of products that will set the standard for local consumers,” Ito concluded.

Edited by Martin Zhuwakinyu
Creamer Media Senior Deputy Editor

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