Business

Friday March 27, 2009

Panasonic seeks to remain No. 1 with Viera TV


PETALING JAYA: Panasonic Malaysia Sdn Bhd, which yesterday introduced three series of Viera plasma and liquid crystal display (LCD) televisions, expects to maintain its dominant position in the domestic flat TV segment.

Managing director Tony Endoh said Panasonic had experienced steady growth in the segment over the past two years and expected this to continue despite the economic turmoil.

“For the larger screen size of 50-inch and above, Viera has captured the top position with 43% market share and is far ahead of other brands.

“In the plasma TV category, Viera is maintaining the absolute No. 1 position with a market share of 57%, as reported by GfK (a market research firm) in January,” he added.

Tony Endoh at the launch of Panasonic’s Viera plasma and liquid crystal display televisions.

Endoh said this at the launch of Panasonic’s latest G, S and X series, which come with screen sizes ranging from 32 to 50 inches.

Panasonic Asia Pacific Pte Ltd regional sales and marketing director Hiroyoshi Suga said although the company was now a leader in the flat TV segment, it aimed to capture more share in the 37-inch and above market.

He added that Panasonic had achieved 25% market share in five countries in Asia-Pacific for the 37-inch and above segment.

According to GfK’s data, Panasonic’s Viera has emerged as the No. 1 brand since May 2008 in the 37-inch and above for total flat panel TV.

“The penetration rate of flat panel TV in household is still very low in Malaysia with just 13.8% in 2008. However, once it hit 10%, the rate curve increased exponentially.

“This year, the rate is forecast to increase to 24.1%, mainly through the replacement market from CRT (cathode-ray tube) TV to flat panel TV,” Endoh said.

He said despite the economic slowdown, the company would spend on advertising and promotion activities for its Viera products.

“Panasonic spends a lot of money for marketing activities but our competitors are not sleeping either. We will be very flexible in that sense,” he said.

Panasonic spent about RM6mil to market its Viera products last year.

He added that its target market for the new TV series was “people who have a colour TV”.

The group, which celebrates its 33rd anniversary in Malaysia this year, will embark on roadshows and joint promotions nationwide.

In conjunction with the launch, Panasonic is showcasing the world’s largest 150-inch plasma and the ultra-slim 8.8mm 50-inch Neo Plasma TVs at Sunway Pyramid Shopping Centre until Sunday.

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