Background

In 2008, India experienced a growing demand for larger and higher-quality television viewing experiences. With increasing purchasing power across different socio-economic classes, flat-panel displays (FPDs) became more affordable. Consumers sought better quality digital broadcasts, surpassing the capabilities of traditional CRT TVs. Japanese and Korean electronics giants took advantage of this trend, with Sony leading as the premium technology brand and Samsung and LG dominating the market with over 60% combined share.

Communication Challenge

Panasonic faced several communication hurdles during this time. The brand had lost its technological appeal, often associated with outdated perceptions like being synonymous with old-fashioned music systems. Moreover, Panasonic lacked a clear and compelling value proposition.

The Brand Reality

Panasonic lagged behind competitors significantly, holding a mere 2% market share and ranking 14th in the industry. The company struggled to capitalize on the immense potential within the rapidly growing FPD segment.

Drivers and Market Perspective

• By 2008, the FPD market had reached an inflexion point, signalling significant changes ahead.
• FPDs were increasingly seen as status symbols, with brand image emerging as a pivotal driver in the market.
• The evolving landscape of TV programming played a crucial role in shaping consumer preferences within the FPD market, driving excitement and resurgence.
• The emergence of Smart TVs marked a convergence of communication, social media, information gathering, learning, and entertainment, transforming how people interacted with their televisions.

Competitors and Key Differentiators

• Sony, LG, and Samsung stand out as the primary drivers in the category, setting the pace for innovation and market trends.
• In a landscape where product features often reach parity, brand image emerges as the key differentiator that dictates price differentials, underscoring the shift where consumer perception influences market value more than product specifications alone.

Media Objective:

Target profile: Young (< 35 yrs.) SEC A, potential buyers of a flat TV

Brand Voice and Positioning

• Brand Positioning: Viera, a prominent brand within the Panasonic family, represents their line of FPDs, standing for Visual Era. This comprehensive range encompasses Plasma, LCD, LED, and 3D TVs, offering consumers a diverse selection of models within each category. A Panasonic Viera TV is a true reflection of the power of shared infotainment to attract and retain social interactions.
• Brand Voice: Rooted in India. At home, across the world.
• Primary message: Panasonic is the preferred brand of the young and the successful
• Secondary message: Feature-led (better action capture, 3D, social media compatibility etc.)

CAMPAIGNS

Thought: A superior lifestyle makes others follow you.
Positioning: "Panasonic Viera: The power to attract"

By Design brought on board Ranbir Kapoor as the brand ambassador. He appealed to the youth, creating a change in perceptions and subsequently the attitude towards the brand. We conceptualised and executed a series of films and print campaigns to create a strong brand presence, each straddling 3 category benefits: Style, Technology & Value.

Viera Launch TVC: Expect the Unexpected

Objective: Improve salience & take the high ground with a brand launch campaign.
Approach: Utilizing visually compelling storytelling across TV and cinema platforms to engage the audience.

Viera Launch Print Campaign: Reel to Real Offer

Objective: Spike sales through trials using promotional offers.
"Watch a movie with RK and win other assured prizes."

The campaign garnered immediate results. From 2,300 Viera's having been sold in F.Y. 2008, Panasonic sold 17,000 in April & May 2009!

Bollywood Dreams (Print & TVC)

Objective: To keep the upswing & maintain excitement, leveraging the festive season to garner higher sales. The biggest opium of the masses? Bollywood. Panasonic uses the trigger to leverage a promotion and becomes a hit with fans.

The success bettered itself. In September-October 2009 22,000 Viera's were sold and over 1.2 lakh sets between 2009-2010, garnering a market share of 7%.

One Moment (TVC)

Objective: To use the IPL season to create intrigue and garner higher sales.
"When everything awaits that one moment, a moment that crescendos sport or entertainment, it's only a Panasonic Viera that makes it a delight to watch."

3D VIERA (Print & TVC)

Objective: To promote the 3D range of TVs and boost Panasonic's leadership in this category. 3D created a new buzz in the TV market and Panasonic takes the high ground with technology that makes your world come alive.

SMART TV (Print & TVC)

Objective: To promote the Smart Viera range and enhance the imagery of brand Panasonic. Marking the beginning of the smart TV revolution, smart Viera takes centre stage as not just a television but much more.

Swipe   share (Print   TVC)

Objective: To promote the ‘swipe   share’, ‘browse   share’ and ‘watch   chat’ features as the core differentiators. The new Smart Viera Campaign gives the 'innovation in technology’ edge to Panasonic by bringing forth the consumer benefit of swipe   share, now from a Viera TV. To position the new Viera line-up as aesthetically at par with the competition thereby enhancing the imagery of brand Panasonic.

Life+Screen TVC

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