FRIDAY, March 29, 2024
nationthailand

Panasonic in fridge push

Panasonic in fridge push

PANASONIC has developed business facilities to support its growth in Asia, with Thailand as one of its strategic markets in the region. The company says it has set a mission to become one of the top three home-appliance brands in Thailand by 2020.

Takeshi Nomoto, managing director Panasonic AP Sales (Thailand) Co, said the firm’s marketing would emphasise the “Aspire to More” business initiative to position itself as a premium brand that offers both elegant minimalism design and options to fit each customer’s needs.
“Currently, we have full facilities to support our business both in Thailand and export in this region. The Panasonic group … has 20 companies in Thailand, comprising 12 manufacturing firms, four sales units, and four others. 
“Thailand is one of our strategic markets in the region. However, we have an R&D and design centre as well as marketing functions in Malaysia to support our sales companies in Asia-Pacific,” Nomoto said.
Panasonic yesterday announced an aggressive campaign to compete in Thailand’s refrigerator market, underlining its “Prime Fresh” technology, which lightly freezes food to retain its freshness while making it easier to cook without the need to thaw frozen produce, along with the availability of a large-capacity storage freezer. 
Thailand’s refrigerator market was worth Bt13.2 billion last year, and Panasonic had about a 20-per-cent share, putting it in the top five. It aims at being a top-three player in the fridge market by this year or next. 
Thailand is the company’s manufacturing base for refrigerators and washing machines.
The brand has also introduced its latest presenter, model and actor Naphat “Nine” Siangsomboon, while releasing a special project that features a well-known songwriter in its music marketing strategy, to celebrate its 100th anniversary. Panasonic has released 12 new product models, ranging from a bottom-freezer refrigerator to a line-up of top-freezer models. 
Panasonic introduced its Prime Fresh technology in its Japanese-market BX and BY series. This year, it has introduced CY triple-door refrigerators with the Prime Fresh function.

Prime Fresh 
Prime Fresh technology freezes food at minus-3 degrees Celsius to make sure meat or fish stay at their best longer without storing them in a freezer. As a result, the meat or fish is only lightly frozen, and not hardened, so it can be cooked immediately without defrosting and its flavour and nutrients are thoroughly preserved. 
In addition, a rubber gasket is installed in the vegetable case to maintain humidity longer. Each fridge is designed to have toughened glass shelves that can bear up to 100 kilograms, and is equipped with a filter that helps separate the functions of the fridge and freezer compartments with a deodorising effect, as well as the Econavi system, a sensor that automatically reduces energy waste.
 “Panasonic wants to offer a variety of options for consumers to choose [from],” Nomoto said. “The company thus [has adopted] Prime Fresh technology not only in the top premium models for upper-middle-market consumers but also expanded [it] to middle-market products [such] as CY and BX models so that a broader range of consumers have a chance to use the high-quality products at a more affordable price. 
“[As well], Panasonic targets new-generation customers who seek to complement their modern and healthy lifestyles, in search of the visually elegant minimalism design as well as the technology that deliver both comfort and convenience.” 
He said this year’s marketing plan for Panasonic’s refrigerators involved both online and offline communication. To build on this strategy, Panasonic has selected Nine Siangsomboon to increase brand recognition among younger people. 
Part of the new marketing campaign will be a television commercial for the Prime Fresh series starring Nine and his actress mother Pimpaka “Moo” Siangsomboon for the first time. The commercial will be launched on television and online media along with a behind-the-scenes bonus release on Panasonic Thailand’s YouTube channel.
The overall refrigerator market in Thailand is speculated to grow by about 5 per cent in value this year, which can be divided into single-door models at 27 per cent, two-door refrigerators at 64 per cent, and multi-door and side-by-side units at 9 per cent.
 

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