Panasonic to accelerate its growth strategy for MEA region

Inayat-ur-Rahman, Business Editor

Panasonic Marketing Middle East & Africa (PMMAF) has revealed that it will accelerate its growth strategy for the Middle East and Africa (MEA) region.  Underpinned by the brand’s inspiring new global motto — Create Today. Enrich Tomorrow. — Panasonic laid out its plans on expanding its regional market share, eyeing double-digit revenue growth for 2023, as it continues to strengthen its commitment to cater to the evolving customer demands for its industry-leading products and solutions.

The announcement was made during Panasonic’s annual regional convention held in Dubai, which also saw the global electronics giant reveal its business performance for the previous year.  In FY2022, Panasonic marked tremendous growth across categories, particularly on its Health and Hygiene related consumer appliances.  Among the brand’s top-performing solutions last year include: the Garment Steamer, which achieved 148% growth; the Nanoe Hair Dryer and Hair Care Products, which registered a growth rate of 147%; the Healthy Air Frying Microwave Ovens, which recorded a remarkable growth rate of 194%; and, the new Bagless Canister and World’s First Detachable eXtreme Series Tank vacuum cleaner models, with an impressive growth rate of 145%.

Additionally, the Nanoe-X and R32 refrigerant Residential Air Conditioner range introduced last year in GCC countries, performed well particularly in the Omani market where it registered an exceptional 201% growth.  Nanoe-X is Panasonic’s latest patented purification technology capable of inhibiting 99.99% of bacteria and virus.  On the other hand, R32 is an eco-friendly refrigerant which is energy efficient and has lower global warming and ozone depletion potential.  Moreover, a number of Panasonic’s other cutting-edge technologies gained considerable popularity in 2022, including the bacteria-eliminating Abaya Wash Washing Machines, TVs equipped with HEXA chroma drive and HDR technology, and the “NutriTa Freeze” refrigerator series, which preserves food hygienically with its quick-freezing feature.

In a exclusive interview with Gulf Today, Hiroyuki Shibutani, Managing Director, Panasonic Marketing Middle East and Africa (PMMAF), said: “We are very positive about the prospects we have for Middle East and Africa this year. We are confident that we will continue to expand and achieve double-digit growth for FY2023.”

Shibutani explained that a key business strategy for Panasonic is to focus on GCC countries as key markets.  He also revealed that the company will put considerable effort on new business areas focusing on the B2B segment, such as those catering to residential solutions.  “We see big opportunities in both the UAE and KSA with their numerous residential projects. We also plan to leverage on the opportunities that many government initiatives across the region bring.  Panasonic has the right B2B solutions that cater to this space,” Shibutani added.

Focused on executing its growth strategy, Panasonic continues to find ways to deliver on its promise of seamless customer experiences.  The opening of the brand new PMMAF Regional Parts Center in Dubai is seen to boost the company’s mission to ensure an effective response to customer needs.  This state-of-the-art facility will guarantee that there are optimal parts in storage to supply each dealership and service center, therefore reducing overall repair time for customers.  Meanwhile, the conduct of the Panasonic Customer Service Strategy Conference will once again tackle the brand’s action plan and strategies for the year ahead to keep pace and engage more closely with its customers.  Hosted by PMMAF’s Customer Service Division, the conference will also feature the 12th Regional Technical Olympics, a repair skill competition conducted for the service technicians representing Panasonic’s Middle East Service Partner Companies. The Technical Olympics aims to discover Super Technician winners, who will be distinguished for their outstanding display of technical expertise and proficiency in repairing Major Domestic Appliances (Washing Machine and Air Conditioner).  The skill-building initiative will also honor STAR Service Competition Awardees to commend those who demonstrated outstanding performance towards achieving service excellence in the year 2022.

Building upon its successful inaugural run, PIAP is back to boost Panasonic’s continuous effort to advance customer communication. A competition open to social media influencers based across the Middle East, PIAP aims to partner with digital content creators who can use their passion in creating content to engage, educate and empower their community about Panasonic innovations.  The competition is open to health, wellness, lifestyle, beauty, food/cooking, tech or fitness social media influencers with 10,000 and above followers on Instagram and/or TikTok at the time of participation.  Following a rigorous evaluation process, 25 PIAP applicants will be shortlisted, each of whom will be provided with the latest Panasonic products to review in order for them to share their experience and create posts that will help spread the word about Panasonic’s technology.  From the 25 PIAP members, five influencers who have earned the highest social media engagement rate on their posts will be conferred the Panasonic Middle East & Africa ‘Influencer of the Year’ Award.