Panasonic expects big surge in sales of air-conditioners
PANASONIC HAS enjoyed explosive growth in its air-conditioner business – 43 per cent – to a projected Bt4.8 billion in fiscal 2016 ending March 31, which is more than four times faster than the industry’s annual growth of only 10 per cent.
Takeshi Nomoto, chief executive officer of Panasonic group in Thailand and managing director of Panasonic AP Sales (Thailand), said yesterday that the huge growth of the company’s A/C business over the past two years would drive its market share to 18 per cent this fiscal year from 13 per cent in the previous fiscal year.
Dai Nishi, general manager of marketing at Panasonic AP Sales (Thailand), attributed the success to the extension of the product line-up and its separate strategies set for each sales channel.
“Air-conditioners are considered as one of the priority products of the company from 2017 and 2020, and will be a driving force to double Panasonic’s sales in Thailand to Bt24 billion by 2020.
“Of the total, about 35 per cent will come from air-conditioner products,” he said.
Due to the hotter weather, the higher spending power of middle- to high-income customers and the energy-saving trend, A/Cs are becoming one of the necessary products in Thai households, he said.
The company will spend about Bt500 million to promote its A/Cs this year.
Natapohn “Taew” Taemeeruk, a famous starlet, and Naphat “Nine” Siangsomboon, a famous actor, have been appointed as the new presenters to help promote new Panasonic A/Cs with inverter technology.
Thailand’s home-appliance market was worth about Bt65 billion, and is expected to grow by 5 per cent this year.
The A/C market this year is anticipated to expand 10 per cent to 1.5 million units valued at Bt26.8 billion.
Panasonic is now ranked fourth in Thailand’s A/C market.
With its strategy, the company expects to raise its market share with sales of about 350,000 units.
