This document discusses a market expansion campaign for Panasonic India. It outlines the key aspects of the Panasonic brand - innovation, social commitment, product excellence, and eco-consciousness. It notes that innovative features must be highlighted to differentiate the customer experience. The proposal recommends amplifying Panasonic's brand visibility, creating engagement events, launching PR and promotional campaigns, and developing local communications content to increase awareness and recall of Panasonic as an innovative brand.

1. Opensource communications
Presents
A market expansion campaign
for
Panasonic India

3. Brand Panasonic-WHAT IT STANDS
FOR

4. Innovation
Social commitment
Product excellence
Eco consciousness
Technological finesse

5. What bearing does it have upon a purchase
decision??

6. Most of the innovative features of a
product are taken for granted by the
consumer unless those are highlighted
and shown to be providing a
differentiated experience to the customer.

7. There must be a conducive climate where
adaption of innovation is quicker and
innovative features of a product are
recognized faster

8. Such a climate can be created

9. Creating an environment where
innovative features are recognized fast
ultimately serves the purpose of brands
that rely on innovation for adding value
premium. Panasonic can do this through
certain activities that spark innovative
thinking in the target group.

10. This will build a strong association of
Panasonic brand with innovation in a
customer’s mind. The moment they decide
to buy an innovative product, Panasonic
would the first brand that they would
recall.

11. Product excellence
Perception of product excellence is the
outcome of both continuous delivery of
quality services as well as the realization
of the customer of the enhanced value he
gets out of the subject brand.

12. In the presence of competitive brands with
almost homogenous features, it is difficult
to show one’s exclusivity as everybody
claims to be having the distinguishing
edge. This necessitates contextualizing
uniqueness with respect to a variable set
of needs and project your brand as having
the power to solve them.

13. Social commitment
Panasonic’s empathy with social causes
and environment protection could be used
to highlight it’s concern beyond its
commercial goals and build a goodwill for
it which can be translated to business
values in due course.

14. WHAT WE CAN DO FOR PANASONIC

15. • Amplify brand visibility
• Create customer engagement events to generate leads
• Launch PR campaign to create and sustain goodwill
• Conceptualize innovative sales promotional campaigns
• Organize publicity and product endorsement programs
• Launch social media campaigns
• Plan and execute outdoor sales and promotional activities
• Develop local communication content

16. A brand requires to be visible at every
possible point on a customer’s route to
the market. This requires engagement at
multiple touch points which has to be
carefully planned on insights obtained
beforehand through studying the pattern
of the purchasing behavior of the
prospective target group.

17. We can select the best possible platform to
use and media for release of the
communication messages. We ensure that
the number of people who get your
message and show interest in your
products are larger than your competitors.

18. People remember and recall a brand if they
have had better experiences with them
compared to that of their competitors. We
can help create memorable brand
experiences with which prospective
customers could associate and align.

19. Once people have a differentiated
perception about your brand and find it
providing enhanced value and enriching
experiences, they opt for your product in
preference to others.