Dad guides marketing man to Panasonic success

A distinguished career in marketing was something Rene Almeda strove for to thank his father, the late marketing guru Ric Almeda, for all the mentoring he received on life, work and love.

But as the newly installed president of Panasonic Philippines, the sales and marketing division of Panasonic Manufacturing Philippines Corp., Almeda seems set to exceed his previous career highs.

Panasonic, the Japanese brand, has been in the Philippines since 1967 and currently offers a wide range of electric and electronic products such as plasma TVs, digital still cameras, digital video cameras, home theater systems, refrigerators, freezers, air conditioners, washing machines, electric fans, gas stoves, rice cookers, oven toasters, microwave ovens, blenders, vacuum cleaners, flat irons, dry batteries, flashlights, and systems products like corded and cordless phones, fax machines, mobile phones and copiers, among others.

In the short term, Almeda is pushing for premium, high-value products and has in fact identified Panasonic’s new Viera plasma TV and Lumix digital still camera as "excellent flagship products because of their super technology and value for money."

Globally, Panasonic is one of the top companies in both audio-visual (AV) and appliance industries. In Japan, the Viera plasma TV was wholeheartedly accepted by demanding consumers giving Panasonic 59.5 percent share of the plasma TV market. In the US, Panasonic has a 20 percent market share.

Meanwhile, the Lumix digital still camera has become a strong number two in Japan with a market share of 17.9 percent. This is because of its unique selling proposition, the Mega OIS (Optical Image Stabilizer), which eliminates blurry images due to shaky hands.

In the Philippines, Panasonic is the industry leader in the white lines or home appliances category, and not far behind in the AV categories. It holds a commanding market share in major product lines, namely refrigerators, washing machines and air conditioners.

Supporting Almeda’s push for greater consumer awareness in the Philippines is Panasonic’s service network, the widest nationwide. "Our after-sales service is part of our strong commitment to ensure customer satisfaction."

Nonetheless, Almeda is quite aware of the tremendous competition in the industry. "We treat each brand or competitor as our benchmark. We cannot zero in on one or two brands alone for a particular product line, due to the stiffer competition we are encountering, and the uncertainty that goes with it. The Korean and Chinese brands, for example, have dramatically established their presence in the market, in almost all product categories. Thus, we can never underestimate even the most recent entrants in the industry," he said.

In addition, Almeda believes Panasonic’s competitive edge lies in the company’s ability to locally manufacture products that would meet the demands of Filipino households. "We create products that are highly-customized to fit the lifestyle of the Filipinos. Our ability to listen to the needs of the Filipinos and create products to address those needs is one of our strengths that set us apart from the rest of competition."

Almeda, who holds two MBA (Master of Business Administration) degrees, advises those contemplating a career in marketing to prepare for a lot of hard work, sacrifices and dedication. "Working in marketing may sound glamorous but in reality, it requires long hours and broken schedules, definitely not a nine-to-five job."

And throughout his work experience in some dozen companies including telecom firms, retail operations and banks, Almeda has anchored his decisions and strategies on the business etiquette and values he learned from his late father. "He has always been my source of inspiration in all of my personal and professional undertakings," he said, paying tribute to his dad.