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A Comparative Analysis of Panasonic Vs its other Competitors on Display For Panasonic India Pvt. Ltd. By Vikash singh 122 In Partial Fulfillment for the award of the degree POST GRADUATE DIPLOMA IN MANAGEMENT 2010-12

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A Comparative Analysis of Panasonic Vs its other Competitors on Display

For Panasonic India Pvt. Ltd.

By Vikash singh 122In Partial Fulfillment for the award of the degree POST GRADUATE DIPLOMA IN MANAGEMENT 2010-12

A Comparative Analysis of Panasonic Vs its other Competitors on DisplayFor

Panasonic India Pvt. Ltd.

Under the supervision Of

Mr. Jia Lal Koundal

Submitted ByVikash Singh

Submitted toAvtar Singh Sethi (Program Coordinator)2|Page

AcknowledgementIn this project I have made an honest and dedicated attempt to make the research material as authentic as it could. And I earnestly hope that it provides useful and workable information and knowledge to any person reading it. During the small time of few months in which the project reached its competition, there were a few people whom I would like to mention of and without whose help the project would have never seen the light of the day. I would like to express my profound reverence and heartfelt gratitude to Mr. Jia Lal Koundal (HeadTrade Marketing) of Panasonic India Pvt. Ltd. and my industry mentor Ms. Amandeep Wadhwa for assigning me such a challenging project that gave me a real practical exposure to the corporate world and for her timely response which immensely helped in giving the project the initial direction it needed till the end. I would also like to thank my faculty guide Prof. Avtar Singh Sethi for her unconditional co-operation and kind support in preparing the report. Finally, it gives me an immense pleasure to acknowledge Panasonic India Pvt. Ltd. dealers / sub dealers, who have been nice enough to give us a chance to do our project and providing me a wonderful support throughout the project and have been instrumental in making it a rich experience. Without their co-operation it would perhaps not been possible to research at few places, which I did, within a stipulated time.

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DECLARATIONI, Vi k a s h singh, student of Jagannath International

M a n a g e me n t s c h o o l ( 2 0 1 0 - 2 0 1 2 ) d e c l a r e t h a t e v e r y p a r t o f t h e p r o je c t r e p o r t on A C o mp a r a t iv e An a l ys i s o f P a n a s o n i c Vs i t s O t h e r C o mp e t i t o r s o n D i s p l a y , t h a t I h a v e s u b mi t t e d i s o r i g i n a l .

I wa s i n r e g u l a r c o n t a c t wi t h t h e n o mi n a t e d g u i d e a n d c o n t a c t e d n u mb e r o f t i me s f o r d i s c u s s i n g t h e p r o je c t . D a t e o f p r o je c t s u b mi s s i o n : - 1 2 t h a p r i l , 2 0 1 2

Signature:F a c u l t y s c o mme n t s :

--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

Avtar Singh Sethi (Program Coordinator)

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Table of Contents

Page No.1. Executive Summary 2. Introduction to the project 3. Research Methodology 4. Details of the work done 5. Questionnaire 6. Consumer Survey Analysis & Findings 7. Limitations 8. Recommendations 9. Conclusion 10.Bibliography 6-7 8 - 31 32 - 37 38 - 41 42 - 47 48 - 66 67 - 67 68 - 69 70 - 70 71 - 71

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EXECUTIVE SUMMARY

Before the liberalization of the Indian economy, only a few companies like Kelvinator, Godrej, Alwyn and Voltas were the major players in the consumer durable market accounting for no less than 90% of the market. Then, after the liberalization, foreign players like LG, Samsung, Sony, Panasonic, Whirlpool, etc came into picture. India being the second largest growing economy with huge consumer class has been witnessing significant growth in recent years and has resulted in consumer durables as the fastest growing industries in India. India has an increasingly affluent middle class population that, on the back of rapid economic growth, has made the countrys consumer electronics industry highly dynamic. The industry has been experiencing such growth due to several factors, such as retail boom, growing disposable income and availability of easy finance schemes. But still, the consumer electronics goods, like refrigerators, televisions and air conditioners, have low penetration in the country, leaving vast room for future growth. This is attracting many foreign majors to the country LG, SAMSUNG Sony and Panasonic have been maintaining the lead in the market and the two Korean companies Samsung and LG being the market leader in almost all the categories. The rural market and semi-urban market is growing faster than the urban market. The consumer durable market in rural India is expected to have an annual growth of 40 per cent in the coming fiscal 2012-13, as against the current growth rate of 30 per cent. According to the Consumer Electronics and Appliances Manufacturers Association, existing year, the durable industry has grown exponentially by 12-13 per cent, compared to last year. While high definition televisions rule the roost, the market for cathode ray tube televisions saw a significant dip in sales. Similarly, the split air-conditioner grew almost 60-70 per cent compared to window ACs. Amazingly the sales of display category products such as Flat Panel Displays LCDs, PDPs rose by 45 per cent this year, although the sales of air-conditioners and home appliances surged by nearly 12 per cent and 23 per cent, respectively.6|Page

The digital display market size for flat panel displays in 2010 was 2.8 million units, which is estimated to rise to 4.5 million units in 2011; market size of refrigerators was nine million units this year and is projected to grow to 12 million units in 2011. Likewise, the existing market size for washing machines is five million units and it is anticipated at six million units next year, though the size of the room airconditioners market is 3.4 million units and likely to reach 4.4 million units by 2011, as published in one of the articles. This project report is based on the Comparative Analysis of Panasonic and its Competitors on Display. This project gives a great exposure to the consumer durable market because it includes product knowledge, branding, promotion and field survey job on display in which I visited the Panasonic showrooms in Delhi/ NCR region. With Indian economy expanding, Japan's largest consumer electronics manufacturer Panasonic eyes at the Indian market. Panasonic has developed a wide variety of enterprises, centering on home electronics, industrial equipment, and telecommunications equipment. Other brand names associated with Panasonic include its Viera televisions and Lumix digital cameras. Panasonic, the global leader in innovation and technology, as a part of its India strategy, has launched the Cube AC, an India exclusive product innovation and first of its kind in the world. The No.1 Green Innovation electronics Company in the making has upgraded the existing range of air conditioners by introducing Eco Navi, an intelligent Eco-technology in the premium split range besides increasing product variants. Panasonic aims to be the No.1 green innovation company in the electronics industry by 2018, the 100th anniversary of their founding. The company visions to make the 'environment' central to all their business activities and take the lead in the market.

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INTRODUCTION TO THE PROJECT

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COMPANY BACKGROUND

Panasonic Corporation, headquartered in Osaka, Japan, is a worldwide leader in the manufacture of electronic products for a wide range of consumer, business and industrial needs. With a turnover of USD 79 billion, the company ranks 65 th in the Fortune 500 list of the largest global corporations and is ranked 4th in Fortune 500 index for Electronics and Electrical Equipments and ranked as a World Super 50 by Forbes. Its operations span 9 countries, with a workforce of about 385,000 spread over 75 companies. Panasonic has built 297 manufacturing facilities across the world, and has an annual spend exceeding US$5 billion on research and development. The Company recently acquired Sanyo in a USD 9 billion deal, making it the worlds second largest conglomerate in the electronics industry. The Company provides solutions, not just products, to make everyday home and business life simpler, convenient and energy efficient, achieved through innovative technologies. At Panasonic, designers and engineers constantly endeavor to ensure that each evolution of product is better than its previous version by following stringent process to develop products that are more energy efficient, water efficient and long lasting. Under its global Eco Ideas programme, which includes Eco Ideas for Life styles & Business styles, the company develops energy-efficient, stateof-the-art products and encourages customers to live eco-conscious lifestyles with an aim to reduce CO2 emissions in households and manufacturing units.

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Company Vision:

To be the No1 Green Innovation Company

worldwide in the Electronics industry by year 2018.

Company Mission:

The belief in our basic management objective to devote ourselves to the progress and development of society and the well-being of all people around the globe has been the foundation of the company.

Outline of Panasonic India

Date of Establishment: Panasonic India Pvt. Ltd.(Consumer Sales Division) was established on 14th July 2006. Wholly Owned Subsidiary: Panasonic Corporation Principal Activity Panasonic India Pvt. Ltd.: (Consumer Sales Division) is a sales, marketing and distribution company for the Panasonic brand of consumer durable and home appliance products in India. PI registered office is in Chennai, Tamil Nadu.

India Operations

Panasonic India Pvt. Ltd (PI) operates through following companies:

Consumer Sales Division (CSD) for making available consumer electronics appliances from the Panasonic stable.

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System Sales Division (SSD) for making available display, projectors, telephones, PBX/KTS, fax machines, security and networking products.

Panasonic Automotive Systems India (PASI) specializes in sales and support of in-car equipment and systems that provide comfort - such as multimedia equipment- safety, environmental protection and power management.

Panasonic Industrial India (PIIN) for making available compressors, motors for Air conditioners and Refrigerators, Various types of Battery for application such as UPS / E-Bike / Windmill / Solar System / and many other industrial applications, Components for Printed Circuit Boards (Capacitor, Resistor, Coil, Switches, Sensors, Semiconductors, and more.), Flat and Plasma Panel for Flat TV and Plasma TV, Heat Exchanger for BTS relating applications, Welding and SMT equipments for manufacturing Industry.

Panasonic Home Appliances India Co. Ltd [PHAI] for manufacture, import, marketing and sales of kitchen appliances and small domestic appliances. Product categories include beauty care, personal care and health care items. PHAI is headquartered in Chennai, Tamil Nadu.

Panasonic AVC Networks India Ltd [PAVCI] for manufacturer of CRT TVs and LCDs. PAVCI is based in Noida, UP.

Panasonic Energy India Co Ltd [PECIN] for manufacture and sales of dry cell batteries. PECIN is based in Baroda, Gujarat.

Panasonic Carbon India Co Ltd [PCIN] for manufacture and sales of carbon rods. PCIN is based in Chennai, Tamil Nadu.

Anchor Electricals is a group company of Panasonic Corporation in India Sanyo and Panasonic Electric Works has fully amalgamated with Panasonic Corporation.

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Product Categories:

Digital audio-visuals: Plasma/LCD/LED/3D TVs, DVD players, cameras & camcorders

Home appliances: refrigerators, washing machines, air conditioners, microwave ovens, rice cookers & mixer grinders

Health & Beauty appliances: handheld massager, water purifier & hair dryer Professional communications: cordless phones & faxes Business solutions: multi-function copiers & notebook PCs Professional audio-visuals: professional cameras & security systems. Industrial components: compressors, motors for Air conditioners &

Refrigerators; Batteries for industrial applications; Flat and Plasma panels; Welding and SMT equipments for manufacturing Industry

Car equipments: in-car equipment and systems The Company promotes technology transfer in recognition of the wisdom of shared expertise and resources in order to enhance product and machine technology advancement, productivity and quality excellence. With local participation in its state-of-the-art R&D activities, there is not only mutual technological progress but it also ensures the highest product quality under the local operating conditions.

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Growth and Achievements

Panasonic in India registered sales of Rs 2,200 crore in FY 2009, and was estimated to do a turnover of Rs 3,200 crore in FY 2010.

Panasonic is investing USD 300 million in India to set up an R&D and manufacturing facility and on marketing initiatives. Panasonic is developing, in Haryana, the Panasonic Techno park, an R&D and manufacturing facility for air conditioners, refrigerators and washing machines.

Panasonic is on track to generate sales revenue of USD 2 billion by 2012 in India.

History of Panasonic

Panasonic was founded in 1918 by Konosuke Matsushita. The Panasonic brand was created from the elements "pan" meaning "all" combined with "sonic" meaning "sound", because it was first used for audio equipment. The company that was to become Panasonic was started on March 7, 1918, when Konosuke Matsushita moved from his tiny dwelling to a larger two-story house, and set up Matsushita Electric Housewares Manufacturing Works. The staff consisted of three people: the 23-year-old Matsushita, 22-year-old Mumeno and her brother Toshio lue, then just 15. The Panasonic brand was created by Matsushita in 1955 for the Americas region because the National brand was already registered by others.

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Matsushita manufactured two new products-an attachment plug and a two-way socket. They proved popular as they were of higher quality than other products on the market, and were 30% to 50% cheaper.

"'...(Youth) is a matter of the will, a quality of the imagination, a vigor of the emotions...Youth means a temperamental predominance of courage over timidity, for adventure over the love of ease...' "The exercise of creativity and daring brings problems to the surface, but it also imbues us with the vigor to confront them. Daring always implies a risk of failure, from which we must be willing to stand up and try again. Yet even failures can empower us. To do the pedestrian, the obvious, accomplishes nothing. We will create a bright future for our company when each employee sits down and asks him or herself about what he or she should be doing."

Today, Panasonic is a Multi-Million Company, spread throughout the globe. There would hardly be someone who is not using even a single product of Panasonic. And, Panasonic India is Panasonic Corporation's Indian Branch, which is emerging as a National Giant, catering quality products to the Consumer Market in India.

National Panasonic India Ltd. was established in 1994. It was set up to provide higher quality Electronic Products supported by service In India. The Electronic Products from Panasonic can be classified into three categories comprising a variety of products under them. About 50% of turnover comes from the Japanese domestic market and of the rest, India contributes about 4%. In India, Panasonic is among the top 100 Most Trusted brands listed by The Brand Trust Report.

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OVERVIEW OF CONSUMER DURABLE INDUSTRY

Consumer durables are the products whose life expectancy is at least 3 years. These products are hard goods that cannot be used up at once. The consumer durables sector can be segmented into consumer electronics, such as CLASSIFICATION WHITE GOODS KITCHEN APPLIANCES/BROWN GOODS Refrigerators Washing machines Air conditioners Speakers and audio equipment Electric fans Cooking range Chimneys VCD players Mixers Grinders Microwave oven Irons Mobile phones Televisions MP3 players DVD players CONSUMER ELECTRONICS

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SWOT Analysis of Consumer Durable Industry Strengths: 1. 2. Presence of established distribution networks in both urban and rural areas Presence of well-known brands

3. In recent years, organized sector has increased its share in the market vis the unorganized sector. Weaknesses: 1. 2. 3. 4. Demand is seasonal and is high during festive season Demand is dependent on good monsoons Poor government spending on infrastructure Low purchasing power of consumers

Opportunities: 1. In India, the penetration level of white goods is lower as compared to other developing countries. 2. 3. 4. 5. Unexploited rural market Rapid urbanization Increase in income levels, i.e. increase in purchasing power of consumers Easy availability of finance

Threats: 1. 2. Higher import duties on raw materials Cheap imports from Singapore, China and other Asian countries

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Industry Size, Growth, Trends

The consumer durable market in rural India will witness an annual growth of 40 per cent in the next fiscal 2011-12, as against the current growth rate of 30 per cent owing to the change in lifestyle and higher disposable income of rural India which has fascinated the consumer durable market according to a study Rise of Consumer Durables in Rural India undertaken by the Associated Chambers of Commerce and Industry of India (ASSOCHAM). Around 35 per cent of the total sales of consumer durable items come from rural and semi-urban markets, which will grow by 40 to 45 per cent in the near future. The consumer durable industry is growing at a fast pace and sees a strong demand in the coming period with the growing affordability of products as well as general buoyancy in the economy, said in one of article Mr. Dilip Modi, President of ASSOCHAM. The market for consumer durables is estimated at Rs. 300 billion and is expected to reach Rs. 500 billion by 2015. The urban consumer durables market is growing at an annual rate of nine to 12 per cent, the rural durables market is growing at 30 per cent annually. Some high-growth categories within this segment include mobile phones, TVs (LEDs) and music systems (IPODs). The rural market in is growing faster than the urban market and the urban market has now largely become a product replacement market. The consumer durables industry in rural and semi-urban areas has witnessed a considerable change during the last few years. The consumer durables sector is characterized by the emergence17 | P a g e

of MNCs, exchange offers, discounts and stiff competition in the market to attract the growing middle class of. With being the second fastest growing economy with a rate of more than 9 per cent, with a huge consumer class nearly 70 per cent in rural areas, consumer durables have emerged as one of the fastest growing industries in especially in rural . Now the consumer durable industry is paying more attention to attract rural community by promoting their products and services in their local languages. The consumer durable sector which contributes around 8 per cent in the Index of Industrial Production (IIP) and which provides jobs to professionals, skilled, semi skilled and unskilled workers, particularly women in the rural and semi-urban areas every year. The segment improves the quality of life of people by providing entertainment / information / education / comfort and also helps to reduce daily chores. But the importance of the sector in national economy remains unnoticed. The Chamber chief says, the penetration level of consumer durables is about 5 to 7 per cent in as compared to other countries. ASSOCHAM suggests that for deeper penetration in the rural sector, the industry need to create proper channels and inform the community about the products through local language advertising as well as other tools such as local exhibitions and mobile vans to tap the rural consumers. On the other side government has to focus on rural economy with greater fiscal incentives and generate more rural employment schemes. According to ASSOCHAM Research Bureau, the Indian consumer durables segment can be segregated into consumer electronics (LCDs, home theater systems, laptops & PCs etc.) and consumer appliances (white goods) like refrigerators, washing machines, air conditioners, microwave ovens, dishwashers and small home appliances. Television, Refrigerator and Air-conditioner have18 | P a g e

penetration of around 25 per cent, 17 per cent & 4 per cent respectively in the rural. Rising disposable income and declining prices of durables have, resulted in increased volumes. An increase in disposable income is aided by an increase in the number of both double-income and nuclear families in. The government is focusing on roll out of GST by 2011, this is an important consideration that is discussed including whether GST will increase or decrease the proximity of rural markets from mainline distribution routes. It also surfaced that the excitement that rural is causing in Indian manufacturers and marketers represents an opportunity for domestic players to develop their infrastructure in the rural sector. The study revealed that in the coming five years it would be a new era for rural, by 2015 it is expected that every village will be connected by an all weather road, every village will get the internet connectivity and almost every home will have electricity and possess a mobile phone. This significant improvement in rural infrastructure coupled with agriculture reforms already under way. By this the industry expects rural market to reach at inflexion point. This built up will lead to an explosion in demand the way it happened in the urban markets in the mid 90s. In May 2011 edition it was published that by 2025, India will triple its income level and will become the fifth largest consumer market, climbing from its current position at 12. A lot of this wealth will be created in the urban areas but even the rural households will benefit. The real annual real income for rural households will move from 2.8 per cent in the past two decades to 3.6 per cent in the next two. This was stated in a report by McKinsey & Company named The Bird of Gold: The Rise of Indias Consumer Market.19 | P a g e

India's middle-class is expected to increase by ten times to around 583 million. The total size of the consumer durables market stands at US$ 6.72 billion and will reach US$ 11.2 billion by 2015

Degree of Rivalry

Degree of rivalry denotes the intensity of competition within the industry. Panasonic, Samsung, LG, Sony are the major competitors in television industry. Onida and Videocon are other big competitors Although Panasonic, another major player has managed to hold its own in the midst of the onslaught from the Korean majors. Other large Indian companies in the top of the list are Mirc Electronics. While Mirc Electronics is managing to hold its share by adopting value for money strategy, BPL is facing tough time, experiencing drastic decline in market share. Sony, Philips, Akai, Sansui, Aiwa, Toshiba and now Hyundai are the other foreign brands in the market. The industry is based on numbers game and companies will have to maintain a fine balance between catering to lifestyle requirements and meeting the needs of average consumer.

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Competitor Analysis:A detailed analysis of some of the major players is done below:

LG ELECTRONICS:

LG Electronics rightly understood the consumer motivations to create magnetic products, price them strategically, position them sharply and keep making the magnetism more potent. Having understood the finer differences in consumer motivations, it opted for sharp- arrow reasons-to-buy differentiation over the blanket-all approach taken by most of the other players. It is an aggressive marketer. It focuses on low and medium price products. LG is a major brand in the plasma and LCD categories. It offers a wide variety of LCD TVs, in varying screen sizes and price/feature levels. Included are models with LED backlights and a line of 3D TVs. Its high-end models are designated Infinia. Its plasma TVs range from value-priced 720p sets to a line of full-featured Infinia 1080p sets. The company now sells LCD and plasma 3D TVs.

SAMSUNG:

Initially the strategy of Samsung in India was to create premium image by emphasizing global brand. After facing stiff competition from another Korean major- LG, Samsung also started playing price game. In 2004 it reverted back to its premium positioning, although it resulted in some loss of market share. In line with the Global Digital Initiative of the Parent Company, Samsung India acquired digital leadership in India by introducing its digital ready televisions.

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Samsung is a market leader and top-tier TV manufacturer. It is often an innovator, as with its use of LED backlighting in LCD TVs, and along with Panasonic, it was one of the first TV brands to offer a 3D-capable TV. Samsung sells plasma and LCD TVs-including 3D models ranging from value-priced models to highly featured large-screen premium lines. Its TVs are distributed widely in national and regional retailers and mass-market and discount outlets. In addition to LCD and plasma TVs, Samsung also sells 1080p DLP-based home theater front projectors.

SONY: Sony is a powerhouse LCD TV brand with one of the most extensive product lines, sold under the Bravia name. There are various distinct Bravia lines with varying levels of product features. Models are mid-to-high priced; the new 3D-ready and 3D integrated sets lie at the higher end of its line. It also now has models designed to sell in mass merchants such as Walmart. Its flagship XBR-series models are generally among the most expensive of their type. The company also continues to make LCoS-based front projectors for the consumer and professional markets. Sony LCD TVs are now manufactured by a large overseas contract manufacturer.

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PANASONIC:

Introduced its new global branding concept slogan of "PANASONIC ideas for life", the company is implementing a worldwide brand strategy, here in India. The new slogan is reflective of Panasonic's aim to redefine its brand value, which will deliver ideas that are valuable and beneficial to their customers in their daily life.

Mr. Manish Sharma, Director - Marketing, Panasonic India has been formulating and implementing Panasonics marketing initiatives in India, to effectively communicate the Panasonic brand values. As a major initiative in this direction, he has been instrumental in celebrity associations with Panasonic and endorsement of sporting events. With his innate understanding of Panasonic and the India market, he has catapulted the Panasonic brand to make it high on local flavor with a major youth connect, and a presence across India. An integral part of the strategy has been plans to introduce Panasonic products in India that match the needs and aspirations of Indian households and businesses.

Panasonic has been in India for close to 38 years, and is now in the process of consolidating its operations here. Panasonic India, the Global Technology leader has introduced its new range of CRT TV sets namely, 21GX20C, 21FX20CGSI and 21FX70C3 packed with exciting features. Priced between Rs 7790 and Rs 9990, Panasonics new range is aimed to enhance the wholesome TV viewing experience of the customers by creating a captivating environment that is best ensured with the rich features its equipped with.

The new found aggressiveness of Panasonic India marks a sea change in the companys attitude where it seems keen to regain its leadership position in23 | P a g e

consumer durables and other technology products. During 2001 to 2008 the company saw its sales dipped and it conceded market share to Samsung, LG and Sony. It was during these times that globally there was a major technological shift across product categories and Indian market was relatively smaller. Globally the company chose to focus on other developed markets instead, The company will tweak its products to meet the specific requirements of Indian consumers. We are exploring opportunities in the mass segment especially in the tier-II and tier-III cities. Panasonic has identified three business verticals to drive sales growth. The first comprises consumer durables with LCD and plasma televisions, ACs, refrigerators, the second camera and office automation products while the third would be accessories for audio-visual products. Besides understanding the strategy adopted by different players, several other factors industry growth, concentration and balance, corporate stakes, fixed cost, and product differences need to be analyzed to determine the extent of rivalry between the existing Players.

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FUTURE PLANS OF PANASONIC

Panasonic India is all set to relaunch Japanese consumer durable brand Sanyo in the country by April next year. 'We want to market Sanyo brand in tier II and tier III cities in the country while Panasonic will penetrate the metro and other big cities,' Manish Sharma, director (marketing) of Panasonic India revealed at one of press conference. Panasonic plans to project Sanyo as a mass market brand in the country. Panasonic had bought the Sanyo brand for $9 billion. Panasonic would introduce sound system, LCD, refrigerators and washing machines under Sanyo brand.

Panasonic aims to generate $2-bn revenue from India With its South Korean competition including Samsung and LG retaining their firm grasp over India's consumer electronics market, Japanese major Panasonic is banking on localized products and significant marketing spend to make inroads into one of its strategic regions. By 2012, Panasonic intends to generate sales revenues of about $2 billion (about Rs 8,900 crore) from India, which will be a substantial jump from its turnover of Rs 3,200 crore in FY 2010. The consumer durable segment accounts for 65 percent of Panasonic's turnover in India. "I cannot tell you how much we will spend there," Panasonic Asia Pacific Managing Director Yorihisa Shiokawa told Business Standard when asked to specify the company's likely investments in India, "but it is very much true that

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Korean manufacturers like Samsung and LG have developed their business and are much ahead of us." As part of its plan to gain market share, Panasonic will establish its largest manufacturing facility in the country in Haryana, which will be operational by 2012, apart from the recently announced research and development centre in Gurgaon that will focus on products for the domestic market. Both facilities will have a combined cost of under $300 million, according to the company's website.

Panasonic India is also setting up a techno park in Jhajjar, Haryana, with an investment of Rs 1,000 crore, which manufactures ACs. The park will be ready by August 2012. "Panasonic has a 4 per cent market share, but are targeting 15 per cent market share by the end of 2011. Of the total air-conditioner market in the country, 75 per cent belongs to split, while the remaining is window ACs. The company aims to capture 25 per cent market share in split ACs by 2012,". . Part of the challenge, however, remains with the Indian consumer, Shiokawa explained, who have specific preferences, unlike those in other markets. As a result, Panasonic believes that its products will have to be tweaked to cater to local inclinations. "For instance, we developed and introduced a new LCD TV and home theatre system under the name 'Sound for India'. Volume, particularly bass sound, should be strengthened much more than the standard market. We were able to successfully develop these products and introduce them to the market, and we have been26 | P a g e

accepted," he added. For the same reasons, Panasonic also developed its Cube airconditioner, a split unit available at the cost of a window unit.

Panasonic is aiming for a billion - dollar revenue from its India operations by 2012 and is looking to foray into the automobile sector. The company is in the process of negotiating with leading car makers in the country to sell its product to them, which it plans to launch in the second quarter of 2011.

While innovation and localization are important, the electronics maker will also look at increasing its brand awareness and presence."On one hand, product-wise, we are trying to develop proper products (suited) to the Indian market. But we also have to make the products known to the consumer. We need to invest in mass media advertisement. Therefore, this year, we will invest around $40 million in advertising for the Indian market," said Shiokawa. The company has also tied up with All India Football Federation to promote its products. Panasonic has been a strong supporter and endorser of football in Thailand and is delighted to extend this association in India with the sport, Panasonic India CEO Daizo Ito said.

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FUTURE PLANS OF PANASONICS COMPETITORS

The consumer durables sector has witnessed a tremendous growth in recent times. Be it flat screen televisions or air conditioners (AC), timing is not a constraint anymore. Though white good majors are known to push their varied offerings in ACs during the summer months, some companies are setting a new trend by launching new ACs in winters. Powers saving devices are also in vogue this winter season. Companies say timing or season is no longer a constraint for introducing new products and hence consumer durable firms heat up market with new AC launches.

Hitachi Home and Life Solutions (India) Pvt Ltd is keen to push the envelope. The firm, which launched its 'Summer' brand of five-star rated window ACs in Mumbai on Monday, is looking to capture 10 per cent of the market share. The Bureau of Energy Efficiency (BEE) rates the power saving potential of an electronic device and grants it star ratings. The rating is on a scale of one to five. The higher the rating, the higher the energy saving. "Our 10 per cent market share target, in terms of sales volume, will translate into 12 per cent in value terms in the next financial year," said Motoo Morimoto, managing director (MD), Hitachi Home and Life Solutions (India) Explaining the timing of their product launch, Morimoto said, "India is a growing market. To get a large share, we have to lay down our road map till 2015.''

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Godrej Appliances, which has cornered over 7 per cent market share in the AC segment, is looking to build on it this year. "The AC market in India has been growing at a compound annual growth rate (CAGR) of 29 per cent. This year, the industry is expected to grow by 30-40 per cent given the increase in disposable income," said Kamal Nandi, vice president, sales and marketing, Godrej Appliances. "We at Godrej are targeting 100 per cent growth with our recently launched range of 46 AC models,'' Nandi added. Manish Sharma, director of marketing at Panasonic India Pvt Ltd, said the company has witnessed a huge demand for their power saving products. "We believe very soon all the customers will switch to using inverter technology models, as it is efficient and results in power saving. Not to be outdone, Hitachi, too, has decided to adopt an aggressive marketing plank. ``We offer 25 models of split ACs and 10 models of window ACs. We also have plans to expand in either segment,'' said Gurmeet Singh, vice president and head of sales and business planning, Hitachi in one of the press release. "We will reach 317 towns by February 2011, from the 236 towns as on June 2010. In order to reach more customers, we are also expanding our Kaze AC range for the mass market," he said.

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Research Methodology

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Need for the study: The basic idea of taking this study is to observe the visibility of the consumer durable products of Panasonic to the consumers in various exclusive as well as multi brand showrooms and also local sub dealers in Delhi/NCR region. Objective of the study: The primary objective of the study was to compare the visibility of the consumer durable products of Panasonic as compared to its major competitors like Samsung, LG, and Sony etc among the consumers in the market and secondary objective was to know: Location of the product placed whether its eye catching or not. The positioning of the products such as kept at eye level, up or at bottom level or on the basis of price point etc. Check the SKUs and its display. To understand and study the promotional tools being used in consumer durable goods. To know whether the promotional activities are being conducted well at various outlets. To know whether the dealers gives Panasonic a preference at the time of selling or not in multi brand showrooms in comparison to other brands. Brand awareness among the consumers in the market place. Collection of feedback from retailers To know the skills to deal with retailers and convince them to place orders. Designed a questionnaire for the consumers

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Sample size: consumers (100) /retailers /dealers and sub dealers (111) Sample units: customer/Dealers/Sub dealers/ Retailers Sampling Method: Random Sampling Method Sample drawn from Delhi/ NCR region Data Type: Primary and Secondary data Data collection: Primary Data: The data has been collected by first hand market survey from the areas covered such as exclusive and multi brand electronic showrooms, local electronic dealers/ sub dealers, etc as instructed by the company. Observation Questionnaires Interview of retailers/dealers/ sub-dealers

Secondary Data: Internet Research Tools: Questionnaire

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Importance of Display

Display techniques are of major importance in retailing, as they are the primary tools a retailer can use to exhibit products. Displays can normally be broken down into three different types: window displays, on-shelf displays, and off-shelf displays. Store display is undoubtedly one of the most powerful tools used by retailers to increase sales, as it creates in the customer desire to purchase. Retailers can change displays often to create excitement in the showroom, pique customers interests with new items, increase shopping frequency, and promote impulse buying. Showroom display cases can be used in various ways, depending how the storeowner would like to use it. It is the key to the success of the business.

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Factors involved in display of the products

If one thinks about it, there is a bevy of uses for showrooms display cases. Store display cases say a lot about a store. The design, color, and material used greatly influences the way a customer conceptualized a product in a store. Of course, many factors play into how a customer interprets the vibe of the store. Factors such as lighting, dcor, advertising tools and the product itself all play a part in whether a customer likes a showroom or not. However, showroom display cases add to the dcor and can accentuate it perfectly. If a customer walks in a

showroom and encounters all attractive display cases, the customer can feel many different moods. Attractive display cases can add a touch of ruggedness that might add to the branding of the product. This in turn will add a sense of brand

awareness among the customers who have an affinity to buy that product. For example, if an electronic showroom owner decides to install glass store display cases, the storeowner instill a classy vibe.

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Details of the work done..

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Some of the major observations carried out during the market survey at various outlets on display that are conducted by the companies It was observed that at various outlets the dealers were focusing on Samsung's latest 5 series 3D LCD TVs On display every product had their EMI price tags except Panasonic. Samsung, LG & Sony had been using bright lights in their segment in various multinational brands. They have their sales persons at various sub dealer store and at mordent trade store for particularly for the promotion of their product. Hoarding, Posters, banners, glow signs are used by the companies so as to grab the attention of the customers. Panasonics eco friendly strategy is quite popular among the consumers. It was observed that at few places Panasonic had a tremendous promotional activity taking place in terms of display, promotion and sale etc. like Noida, Sadar Bazaar (Delhi cantt.), Uttam Nagar, Janakpuri etc. Samsung & Sony had been using the best promotional activities of their product on display in malls. Sony Bravia LCD/LED always had a captivating segment in almost every outlets. LG had succeeded in cost cutting innovation In one of the LG showrooms at Nehru Place, I found the backgrounds used in various segments like TV, ACs , Refrigerators etc were remarkably different and appreciable. For instance, the background was such that it had

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read the minds of the consumers and was designed like a home comfort interior placed behind the transparent glass besides the LCD product. Panasonic's 3D HDTV kept for gaming on display is becoming popular among the consumers. LG is making a foray into the e-commerce market in India and has partnered with various local websites like fabmall.com, rediff.com, indiatimes.com and indiaplaza.com. The positioning of Panasonics cube AC on display in various outlets is worthy to be praised. Checked the availability of Panasonic catalogue in the store. Tried to find out the problems that the dealers are facing while selling the Panasonic products. Found out the customer response for Panasonic products kept on display from the owner of the shop. At Panasonics exclusive brand shop, DLF Saket, the FIS (Friend in Store) was promoting Samsung rather than Panasonic. In Reliance Digital at Ambience Mall, it was seen that Panasonic had its own SOH in the beginning of the entrance but no FIS was there to attend the customer and ultimately LGs sales person took him to his own segment and mentioning that LG is preferred over Panasonics plasma due to its technical reason. During the market survey we also came across that the digital display market size for flat panel displays in 2010 was 2.8 million units, which was estimated to rise to 4.5 million units by 2011 & market size of refrigerators was nine million units in the year 2010 and was projected to grow to 12 million units in 2011.37 | P a g e

QUESTIONNAIRE

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CONSUMER SURVEY QUESTIONNAIRE

Dear Respondent, We are conducting a market research on the display of consumer durable products. We would like your cooperation for the same, with an assurance that all the information, which youll give, will remain confidential.

Name * Sex * Male Female Age * Less than 18 18 - 29 30-39 40-49 50 and above Occupation * Government sector Private sector Self employment Student Other:

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Which Brands of LCD/LED/Plasma TV have you heard of? * Samsung LG Panasonic Sony Other: Which Brands of LCD/LED/Plasma TV and AC have you seen or heard advertising for recently?? * Samsung LG Panasonic Sony Other: What did the advertising say,or what was it about? *

Which companys LCD/LED/Plasma TV and AC would you prefer to own? * Samsung LG Panasonic Sony Other:

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Why would you prefer to buy the particular brand of LCD/LED/Plasma TV or AC as mentioned by you above? * It's the one I always buy The only one available The cheapest On special offers / discounts Other What attracts you much towards your preferred brand? * 1 Price 2 3 4 5

Technology

Looks

Durability

Reliabilty

Brand image

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Other

Your opinion about your preferred brand's product displays? * If your product displays information please indicate your opinions about the display for the product that you are evaluating. Very Fairly Neutral Least Not at all Attractive (Appearance) Shape (Sleek) Brightness (Bright) Colour (Suitable) Looks (Nice) Layout (Good) Icons/ Symbols (Easy to recognize) Visibility (Easy to see) Audibility (Easy to hear) Information (Clear) Functions (Ease) Applications42 | P a g e

Very (Interesting)

Fairly

Neutral

Least

Not at all

Did you ever try Panasonic's LCD/LED/Plasma TV or AC? * Yes No What, if anything, do you like about Panasonic?

What, if anything, do you dislike about Panasonic?

Your opinion about how you feel about the ad of Panasonic? *Please indicate your opinion about the Panasonic's promotional activities that you are evaluating. ExtremelyLikelyNeutral Least Unlikely Intersting Fascinating Important Relevant Exciting Appealing Involving Means a lot to me

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CONSUMER SURVEY ANALYSIS & FINDINGS

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On the basis of Questionnaire filled by the hundred consumers, the following information came into light:

Demographic profile Gender profile:

Female 40% Male 60%

Age: Age50 & above 11% 40-49 19% 18-29 35% Less than18 3%

30-39 32%

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Occupation:

Other

2

Student

19

Self Employment

17

Private

39

Government

23

Inferences: This diagram shows that most of the people occupation belongs to private sector than comes the Government sector. By this we can know about difference in preference. By knowing occupation distribution clearly the company can segment and target its customer according to their occupation.

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Brand Awareness:Other 5% Sony 23% Samsung 26%

Panasonic 20%

LG 26%

Inference: From the above pie chart it is clear that the brand awareness of Samsung & LG is much more than any other brand due to their flawless promotional activities.

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Brand Preference:

Sony 23%

Samsung 29%

Panasonic 17%

LG 31%

Inferences: According to the survey, LG is preferred more than any other brand by the consumers as their preferred choice. Samsung is also very much near to LG in terms of preference among the consumers. Only 17% of consumer prefers Panasonic as their first choice in terms of buying a product.

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Preference on the basis of different attributesOn the basis of above preferred brand the different attributes were offered to the consumers to rate them in the questionnaire and from that survey we come to know the following inferences:

Samsung4.4 4.2 4 3.8 3.6 3.4 3.2 Price Technology Looks Durability Reliability Brand Image

Average

Inferences: From the above table we come to know that Samsung is moreover preferred due to its brand image.

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LG4.4 4.2 4 3.8 3.6 3.4 Average

3.23 Price Technology Looks Durability Reliability Brand Image

Inferences: LG is preferred because of advanced technology as well as its durability and reliability among the consumers.

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Panasonic43.9 3.8 3.7 3.6 3.5 3.4 3.3 Average

Price

Technology

Looks

Durability

Reliability Brand Image

Inferences: Panasonics reliability among the consumers can be seen very high. According to the survey Panasonic needs to improve more on the looks section in order to attract more customers towards itself.

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Sony4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Price Technology Looks Durability Reliability Brand Image Average

Inferences: From the above graph it is pretty much clear that Sony is ahead in terms of all attributes whether we talk about brand image, its advanced technology, looks, durability and reliability.

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Comparison on the basis of different attributes

4.5 4 3.5 3 2.5 2 1.5 1 0.5 0

Price Samsung 3.678571429 LG 3.692307692 Panasonic 3.6875 Sony 3.333333333

Technology 3.965517241 4.193548387 3.705882353 4.272727273

Looks 4.142857143 3.516129032 3.529411765 3.909090909

Durability 4.103448276 4.032258065 3.705882353 4.045454545

Reliability 4.137931034 4.032258065 3.882352941 4.090909091

Brand Image 4.344827586 3.935483871 3.529411765 4.090909091

Inferences: In the above graph we have done an altogether a comparison of all the major brands of consumer durable industry on the basis of different attributes like price, technology, looks, durability, reliability and brand image on one graph to know that where does Panasonic stands in comparison to its other competitor brands on the above mentioned grounds.

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From the above we understand that Panasonic excels in terms of technology because of which its durability & reliability quotients are high but Samsung commands the highest brand image. The other leading competitors like LG and Sony are also ahead in terms of all quotients like technology, looks, durability, reliability & brand image especially Sony.

Overall Analysis on the basis of different attributesSamsung 4.062192118 3.957070707 3.900330852 LG Panasonic Sony

3.673406863

1

On the basis of above different attributes we come to know that Samsung is the first preference of the consumers in the consumer durable industry in buying a product. From this we understand Panasonic needs to really work hard on its promotional activities in order to match its competitors54 | P a g e

Consumers Opinion on the display of the products of their preferred brandFrom the survey, we have got the following results of the consumers opinion on the display of the products of their preferred brand :

SamsungExcellent 18 14 13 10 11 9 5 2 33 1 (Bright) (Sleek) 2 2 10 9 7 4 2 4 3 4 1 (Easy to hear) (Clear) (Ease) (Easy to recognize) (Easy to see) 5 3 3 Good Average Poor Bad

17

18

15

14 12 9 10 8 6 6 3 1 (Interesting)

12 12 10

(Appearance)

(Suitable)

AttractiveShapeBrightness Colour Looks Layout Icon/Symbols Visibility Audibility Information Functions Applications

(Good)

(Nice)

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LGExcellent Good 15 12 10 8 12 10 8 13 12 12 10 8 7 8 5 2 2 3 1 (Nice) 1 (Good) 1 (Easy to see) (Easy to recognize) 3 11 (Easy to hear) (Clear) 1 10 Average 16 Poor Bad 16 14 12 10 8 6 3 11 (Ease) (Interesting) 12 5 (Interesting) 11 11 9 17 15 13

11 11 8

9

10

1 (Appearance)

1 (Sleek)

(Bright)

Attractive Shape Brightness Colour

(Suitable)

Looks

Layout Icon/Symbols VisibilityAudibility Informationunctions F Applications

PanasonicExcellent9 8 7 66 4 33 2 1 4 4 3 2 4 3 33 2 1 4 33 2 1 3 2 3 6 6 5 5 8

Good10

Average

Poor9

Bad9 8 7 5 8

(Appearance)

(Bright)

(Sleek)

(Good)

(Nice)

(Easy to see)

(Suitable)

(Easy to hear)

Attractive Shape Brightness Colour

Looks

Layoutcon/Symbols I VisibilityAudibility Informationunctions F Applications

(Easy to recognize)

(Clear)

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(Ease)

SonyExcellent Good Average Poor Bad

22 18 15 11 10 12 (Appearance) 11 8 32 (Sleek) 15 7 22 (Nice) 2 (Good) (Easy to recognize) 8 5

21

21 14 12

19 15 13

10 84 1 (Bright) 5 21 (Suitable) 5

102 3

6 3 1

6 3 1

5

(Easy to hear)

(Clear)

Attractive ShapeBrightnessColour Looks Layout Icon/Symbols Visibility udibility A Information Functions Applications

(Easy to see)

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(Interesting)

(Ease)

Overall Comparison on the display of products

EXCELLENT25 20 EXCELLENT 15 10 5 0 (Suitable)

SAMSUNG

LG

PANASONIC

SONY

(Good)

(Nice)

(Ease)

(Appearance)

(Easy to hear)

Attractive Shape Brightness Colour

Looks

LayoutIcon/Symbols isibility Audibility V Information Functions pplications A Axis Title

Inferences: In the excellent category, Samsung leads in almost every category we talk about from attractiveness to a shape of a product to its looks. Sony is ahead in terms of excellence in technology, visibility, applications, functions and its symbol. Panasonic needs to improve in all the above categories to cope up with their competitor.

(Easy to recognize)

(Easy to see)

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(Interesting)

(Bright)

(Sleek)

(Clear)

25 20 15 10 5 0

GOOD

Samsung

LG

Panasonic

Sony

(Good)

(Appearance)

(Easy to recognize)

(Easy to hear)

Attractive Shape Brightness Colour

Looks

LayoutIcon/Symbols Visibility Audibilitynformationunctions I F Applications

Inferences: Most of the consumers have rated Panasonic into a good category in all respect like its other competitors. According to the above graph, the consumers are very much liking the shape of Panasonic, layout and its applications.

(Easy to see)

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(Interesting)

(Suitable)

(Bright)

(Nice)

(Sleek)

(Clear)

(Ease)

.

AVERAGE10 9 8 7 6 5 4 3 2 1 0 (Nice) (Suitable) (Good) (Ease) (Appearance) (Easy to recognize) (Easy to hear) (Easy to see) (Interesting) (Bright) (Sleek) (Clear) Samsung LG Panasonic Sony

Attractive Shape Brightness Colour

Looks

Layout Icon/Symbols Visibility AudibilityInformationFunctions Applications

Inferences: The above graph shows that the consumer rates average to LG and Panasonic in most of the mentioned attributes.

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3 2.5 2 1.5 1 0.5 0

POOR

Samsung

LG

Panasonc

Sony

(Suitable)

(Good)

(Appearance)

(Easy to recognize)

Attractive Shape Brightness Colour

Looks

LayoutIcon/Symbols Visibility Audibilitynformationunctions I F Applications

Inferences: The above graph represents that Panasonic needs to excels in terms of making an attractive display and improve upon the looks of the product in order to seek the attention of the customer.2 1.5 1 0.5 0

BAD

Samsung

(Easy to hear)

(Easy to see)

LG

Panasonic

Sony

(Good)

(Appearance)

(Easy to hear)

(Easy to recognize)

Attractive Shape Brightness Colour

Looks

Layoutcon/Symbols I Visibility Audibility Informationunctions F Applications

(Easy to see)

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(Interesting)

(Suitable)

(Bright)

(Nice)

(Sleek)

(Clear)

(Ease)

(Interesting)

(Nice)

(Bright)

(Sleek)

(Clear)

(Ease)

CONSUMERS OPINION ON THE AD OF PANASONIC50 50 45 40 35 30 25 20 15 10 5 0 14 10 7 1 5 1 3 14 8 7 9 6 1 2 10 10 5 17 13 13 31 27 21 47 44 40 39 44 40 43 38 32 44 45 42

19

Interesting Fascinating Important

Relevant

Exciting

Appealing

Involving

Means alot to me

Extremely

Likely

Neutral

Least

Unlikely

Inference: Though substantial number of people is indecisive about the attributes of the ad still, most of our respondents find the ad relevant and interesting. Most of the attributes like appeal, involvement, excitement & importance comes under the likeable category.

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LIMITATIONS

Research work was carried out in Delhi/NCR region which makes the area of the research work restricted. Initially the study was based on observation as customer due to which there lies a restriction of questions on enquiry. Random sampling technique may not give an exact representation of customers perception on products display. Biased views of customers. Incomplete information filled by the consumers in the questionnaire.

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RECOMMENDATONS

Panasonic needs a more glaring projection of its products in the consumer eyes like glow signs, fliers, banners, billboards, etc of Panasonic in and around the showrooms, malls, market place, etc.. The market leaders like Samsung & LG are dominating because of their aggressive brand building exercises. The future ads should be pitched to come under the extremely likeable category like those of established brands, e.g., Whirlpool & Sony. Panasonic has less net visibility as compared to other brands which are more prominent. This is why brand awareness about Panasonic is lesser. The marketing managers should make better relations with dealers and reputation of the company. The switching of customer from Panasonic product to other brand is due to the bad after sale service by the company. Company should improve the after sales service of products as it is the main factor for the sales of consumer products. Company should provide warranty to the customers on time. Company should distribute free key chain, calendar, jute made lunch bags, tshirts for making brand popular among the consumers. If Panasonic India reduces product price like LG then Panasonic can take over Samsung & LG in all categories.64 | P a g e

Prompt of service in time Demo calls as well follow up Company should follow up to maintain customer relationship and hence the company should focus on these aspects Required companys regular visit to the dealers. The training to in shop demonstrator should be given at frequent time interval and feedback should be considered positively The company should bring out more no. of vibrant colors in refrigerator segment. Up gradation of catalogue. Availability of stocks on display. The company should try to contact dealers and maintain such a relation that they print the logo of Panasonic on their business cards.

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CONCLUSION

The Indian consumer remains one of the most upbeat globally. According to a study by an industry body the market will grow up to 45 per cent in rural and semiurban India by 2011, due to improved income and better living standards among rural people. Customers need to be made much aware of the productive usages of these products if Panasonic wants to target these untapped markets segments of customers and rural customers. Also Panasonic needs to modify their advertising strategies and promotional tools in order to promote their products and services. The company should work on as many as glow signs it can apply around the targeting segments. Another challenge for Panasonic is to improve upon their after sales service given to the customers. Hence Panasonic needs to work upon the real factor through dealer and retailer for a KAIZEN continuous productivity to make these products more friendly and customized. Then Panasonic will be able to win a major market share between their competitors.

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BIBLIOGRAPHY

Philip Kotler, Marketing Management, 13th Ed, Princeton Hall India 2009 Marketing Research Naresh K. Malhotra www.google.com www.wikipedia.com http://indiacurrentaffairs.org/rural-consumer-durable-market-to-grow-at-rate-of40-in-2011-12/ http://articles.timesofindia.indiatimes.com/2011-02-23/indiabusiness/28626283_1_excise-duty-input-costs-durable-firms http://news.infibeam.com/blog/news/2011/01/01/rural_consumer_durable_mark et_to_grow_at_40_percent_in_2011_12.html http://www.business-standard.com/india/news/consumer-durable-industrywitnesses-30-growth/397928/ http://www.ibef.org/economy/ruralmarket.aspx http://articles.economictimes.indiatimes.com/2011-0617/news/29670044_1_national-panasonic-indian-consumer-electronics-marketkorea-and-india http://www.tehelka.com/story_main48.asp?filename=Ws110111CONSUMER_ DURABLES.asp http://www.panasonic.co.in/wps/portal/home/aboutpanasonic/corporateprofile/! ut/p/c5/04_SB8K8xLLM9MSSzPy8xBz9CP0os3hnlzATSydDRwMDMydnA0 8zQ2NDj2A3A1N_M_2CbEdFACLdSpA!/?WCM_GLOBAL_CONTEXT= Business world67 | P a g e