Mepco adopts ‘Panasonic’

Beginning this October, all products of Matsushita Electric Philippines Corp. (MEPCO) being marketed under the brands Panasonic and National will carry only one name – Panasonic.

MEPCO says the decision to drop National in favor of Panasonic as its new global brand is a significant strategy for its business operations.

"The Panasonic brand will mean more convenience to consumers," explains Rodolfo Perez, president of National Panasonic Sales Philippines and National Panasonic Battery Philippines, both divisions of MEPCO.

In addition, Panasonic is more dominant than National in terms of exposure in most parts of the world. Over 90 percent of Matsushita Electric’s sales outside Japan can be attributed to Panasonic.

Moreover, overseas Filipino workers in Asia, the Americas and the Middle East – who are more aware of Panasonic – could influence their families in the Philippines to create a common perception of Panasonic products here and abroad.

A study also revealed that Panasonic is a younger brand, having been introduced in the US only in 1961 whereas National was established in Japan as far back as 1927.

The young image of Panasonic can be associated with products that are in tune with youthful dynamism and vibrancy, which fit the needs of the world. A global campaign will be launched with the brand slogan "Panasonic Ideas for Life" to reflect customer-focused strategies behind the development of Panasonic products.

At present, the Panasonic brand is used for MEPCO’s brown lines or the audio-video products while the National brand is used for its white lines or home appliances like refrigerators and washing machines.

Panasonic provides an extensive range of products that provides solutions to the needs of consumers.

With more than 200 global affiliates, Panasonic provides Filipinos with globally competitive products that make their lives easier and more convenient.

Through the brand unification, Panasonic experts to corner the top spot in the market share of household appliances like washing machines, televisions and air conditioners, among others. This will reflect in a projected ten percent sales growth for 2003.

To support this objective, MEPCO president Yukiharu Kubota said the company has strengthened customer service thrusts in an effort to firm up its leadership in the local market.

Kubota said that after-sales support would still be extended to existing owners of National branded electronics and electrical appliances. At present, MEPCO has more than 250 authorized service centers, making the company the biggest service network in the country.