Panasonic jumps into global warming issue, launches TV sales drive

 The company is launching 20 new models.

The campaign's goal is to increase Panasonic's plasma TV market share from 39 per cent last year to 50 per cent by year-end, and LCD TVs from 9 per cent to 15 per cent. In terms of overall sales, the company expects its audio/visual business to gain 30 per cent growth.

All the new models - six plasma TVs, six LCD TVs and eight CRT TVs - feature the latest panel technology from Japan that allows no lead or mercury. 

However, the company has to shoulder higher production cost from manufacturing environment-friendly products while continually decreasing prices to maintain competitiveness in the TV market, said CEO Hirotaka Murakami. Thus, the company has to maximise its cost efficiency.

TV prices in the market keep decreasing by 35 to 40 per cent.

To build wide awareness of its new models, the company has allocated Bt300 million as a marketing budget to arrange Panasonic Viera Marathon: The World's Longest TV Watching Competition, featuring 20 competitors watching football games for three whole days from yesterday to Sunday, as well as road shows at four shopping malls in Bangkok. Despite the economy, Murakami is confident the whole Panasonic Group will achieve 10 per cent sales growth to Bt1.5 billion.