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The NIS Academy [A Management Division of NIS Sparta Pvt. Ltd.

] An ADA Group of Companies

PROJECT ON REPOSITIONING OF PANASONIC AIR CONDITIONER Submitted To: Abhinav Mukerji Sir Submitted By:Syed Sajjad Raza Baqar

Index of Content: Objective of the Project. Introduction. Executive Summary (with the major findings of the project) Methodology used. Data/Information collected and secondary data collected Analysis of the data/information collected. Appendix

Acknowledgement It is with great satisfaction that I am placing my indi vidual project work on Repositioning of Panasonic Air conditioner, before our in stitutes academic community on fulfilling of my 2nd semester of Post Graduate Dip loma in Applied Management (PGDAM). I have been taken the opportunity to try and incorporate the latest information and statistics regarding the services and pr oducts and other functionalities offered by the Panasonic Corporation. I owe a special debt of gratitude to my college facul

ty guide Mr Abhinav Mukerji who has continued to be a great source of support an d encouragement to me in making and designing this project and bringing it out i n a limited time. I would also like to thanks to all those consumers who have gi ven me the useful and important information for completing my project.

OBJECTIVE (1) To reposition the existing Panasonic Air conditioners. (2) To study the consumer perception about Panasonic. (3) To promote the sales of Panasonic Air conditioners by sales promotion. SUB-OBJECTIVE (1) To increase the awareness of Panasonic Air conditioners by doing personal se lling(Market Mapping)


Panasonic Corporation Panasonic Corporation Company Profile: Type Public, TYO: 6752, NYSE:PC Founded Osaka, Japan (1918) Headquarters Kadoma, Osaka, Japan Key people Konosuke Matsushita, Founder Kunio Nakamura, Chairman, Fumio Ohtsubo, President Industry Consumer Electronics Products AVC networks, Home appliances, Components and devices, digital c ameras, others Revenue 7,765,510 Million Yen (US$77.2 billion) (Fiscal year ended March 31, 200 9) Operating income -181,643 Million Yen (US$-1.92 billion) (Fiscal year end ed March 31, 2009) Net income -419,992 Million Yen (US$-4.43 billion) (Fiscal year ended March 31, 2009) Total assets $64.830 billion (2009) Employees 292,250 (Consolidated, as of March 31, 2009) Website Panasonic Global Panasonic Corporation ( Panasonikku Kabushiki-gaisha?) (TYO: 6752 NYSE:PC), forme rly known as Matsushita Electric Industrial Co., Ltd. ( Matsushita Denki Kabushi ki-gaisha?), is a multinational corporation based in Kadoma, Japan. Its main bus iness is in electronics manufacturing and it produces products under a variety o f names including Panasonic and Technics.

Since its founding in 1918, it grew to become the largest Japanese electronics p roducer. In addition to electronics, Panasonic offers non-electronic products an d services such as home renovation services. Panasonic was ranked the 59th-large st company in the world in 2007 by the Forbes Global 500 and is among the Worldw ide Top 20 Semiconductor Sales Leaders. Name For 90 years since establishment, the name of the company was always topped with "" ("Matsushita"); before the company renamed itself on October 1, 2008, the comp any s name was "" ("Matsushita Electric Industrial Co., Ltd."), which w In 1927, the company founder adopted a brand name " " ("National") for a new lamp uct, knowing "national" meant "of or relating to a people, a nation." In 1955, t he company labeled its export audio speakers and lamps "PanaSonic", which was th e first time it used its "Panasonic" brand name. The company began to use a bran d name "Technics" in 1965. The use of multiple brands lasted for some decades. In May 2003, the company put "Panasonic" as its global brand, and set its global brand slogan, "Panasonic ideas for life." The company began to unify its brands to "Panasonic" and, by March 2004 replaced "National" for products and outdoor signboards, except for those in Japan. On January 10, 2008, the company announced that it would change its name to "Pan

asonic Corporation" (effective on October 1, 2008) and unify "National" in Japan to its global brand "Panasonic" (by March 2010). The name change was approved a t a shareholders meeting on June 26, 2008. History Panasonic was founded in 1918 by Konosuke Matsushita first selling duplex lamp s ockets. In 1927, it produced a bicycle lamp, the first product it marketed under the brand name National. It operated factories in Japan and other parts of Asia through the end of World War II, producing electrical components and appliances such as light fixtures, motors, and electric irons. After World War II, Panasonic regrouped and began to supply the post war boom in Japan with radios and appliances, as well as bicycles. Matsushita s brother-inlaw, Toshio Iue founded Sanyo as a subcontractor for components after WWII. Sany o grew to become a competitor to Panasonic. Panasonic Corporation based in Osaka, Japan is a worldwide leader in the develop ment and manufacture of electronic products for a wide range of consumer, busine ss, and industrial needs. In Asia Pacific Region, Panasonic has a long standing presence beginning from it s first factory in Thailand in 1961. Over the years, Panasonic s operation has r apidly expanded in the region. Based in Osaka, Japan, the company recorded conso lidated net sales of 9.07 trillion yen (approx. US$90.52 billion) for the year e nded March 31, 2008. In 2001, Panasonic Asia Pacific assumed the role of a regional headquarters for the Asia and Oceania region, providing support in logistics, information communi cation, financial services, human resource development and productivity enhancem ent for Panasonic companies in the region. National/Panasonic bicycles The production of high-quality road and touring bicycles and bicycle components composed a little-known but substantial portion of the appliance division of the National/Panasonic corporation from 1945 through the end of the 1980s. As a chi ld, Konosuke Matsushita, founder of National/Panasonic, had been adopted into a family who owned a small bicycle shop, and was passionate about bicycles and cyc ling. National and Panasonic bicycles were sold both in Japan and overseas to various retailers, who sometimes rebadged the bikes with private labels. Despite competi tion from other Japanese manufacturers, Matsushita enacted a corporate policy fo rbidding low quality in Panasonic bicycles no matter what the profit margins. Wh en Schwinn was forced by economics to outsource bicycles built overseas, they ch ose the Panasonic World series, a successful model in production from 1972. As t he only vendor to meet Schwinn s rigid manufacturing and production standards, P anasonic built several models for Schwinn, such as the World Traveller and the W orld Voyager. During the 1970s and 1980s, Panasonic produced a full range of lug ged steel frame bicycles, produced in modern factories complete with robotic wel ding/brazing and advanced paint application equipment. Panasonic s bicycle tires had higher thread counts and thicker treads than their competition, and establi shed a reputation for uniformity and high quality. From 1985 on, steady increases in the value of the Japanese yen and lower cost c ompetition from Taiwan made Panasonic bicycles less competitive in the U.S. and other markets. Panasonic began to sell rebadged bikes made in Taiwan under their name. By 1989, Panasonic division managers were reporting that bicycles brought less revenue (and less profit) per square foot of warehouse than any other prod uct in the corporate division. Following the death of Konosuke Matsushita, Panas onic abandoned the US bicycle market at the end of September, 1989. Electronics In 1961, Konosuke Matsushita traveled to the United States and met with American dealers. Panasonic began producing television sets for the U.S. market under th e Panasonic brand name, and expanded the use of the brand to Europe in 1979. The company used the National trademark outside of North America during the 1950

s through the 1970s. It sold televisions, radios, and home appliances in some ma rkets. The company began opening manufacturing plants around the world. It quick ly developed a reputation for well-made reliable products. The company debuted a hi-fidelity audio speaker in Japan in 1965 with the brand Technics. This line of high quality stereo components became worldwide favorites . The most famous product still made today is the SL-1200 record player, acknowl edged for its high performance, precision, and durability. Throughout the 1970s and early 1980s, Panasonic continued to produce high-quality specialized electro nics for niche markets, such as short-wave radios, and developed a successful li ne of stereo receivers, CD players, and other components. Panasonic in Kadoma, Osaka, Japan. Foreground left: Panasonic Konosuke Matsushit a Museum; behind: Corporate R&D laboratories In November 1999, the Japan Times reported that Panasonic planned to develop a " next generation first aid kit" called the Electronic Health Checker. At the time , the target market was said to be elderly people, especially those living in ru ral areas where medical help might not be immediately available, so it was plann ed that the kit would include support for telemedicine. The kits were then in th e testing stage, with plans for eventual overseas distribution, to include the U nited States. In recent years the company has been involved with the development of high-densi ty optical disc standards intended to eventually replace the DVD and the SD memo ry card. On January 19, 2006 Panasonic announced that, starting in February, it will stop producing analog televisions (then 30% of its total TV business) to concentrate on digital TVs. On November 3, 2008 Panasonic and Sanyo were in talks, resulting in the eventual acquisition of Sanyo. The merger is to be completed by September 2009, and will result in one mega-corporation with revenues over 11.2 trillion (around $110 bil lion). As part of what will be Japan s biggest electronics company, the Sanyo br and and most of the employees will be retained as a subsidiary. Brands and divisions Panasonic produces electronic products under a variety of names, including: Panasonic (home appliances for the overseas market, personal electronics, audio/ video equipment, microchips, automotive components) National (home appliances for the Japanese market, being phased out) Sanyo (buyout proposed November 2008) Technics (music equipment like headphones and turntables, overlaps with Panasoni c branded products in some audio categories) In many computer systems, Matsushita devices identify themselves as "MATSHITA", to fit the limit of 8 characters imposed by Microsoft Windows device handlers. Manufacturing Panasonic manufactured a small portion of its overseas-market phones in Denmark. Its Japan-market phones, on the other hand, have always been Japan-made.[citati on needed] Its Toughbook (some of which are branded "Let s Note" in Japan) compu ters are known for being made in Kobe, Japan. COMPANY NATIONAL DISTRIBUTOR REGIONAL DISRIBUTOR DEALERS

Panasonic Products An Automatic Cooker

A Food Processor A Juicer mixer


A Microwave Oven Automatic cooker A Vacuum Cleaner A LCD TV Camcorder

Home Theatre DVD Player Digital Camera

Professional Camera Washing Machine Air conditioner


Note Book

EXECUTIVE SUMMARY The project is based on how an aggressive repositioning techniques ,packaging an d sales promotion can increase the sales of the company. It is very important to know what the customer thinks about the company& product, in order to provide t he customer what they need. In this era of multinationals both Indian and foreig n companies are using newer sales promotion strategies to increase the sales of the company without diluting the brand image of the company. As the margin per product has drastically shrinkd, dealers are finding it tough to survive, so the company has taken the initiative to increase the sales of the dealers through sales promotion schemes. This project is directed towards bette ring the art of sales promotion and increasing the sales of the company. Each of the sales promotion schemes like canopy, road shows and mega events have their own target audience and company targets its depending upon their requirement .Sal es promotion is dependent upon the perception of the company and product in the mind of customer. During this project I have tried to change lot of perception a bout the product and company. A survey of 250 respondents has been taken to know what they think about the com pany and its products. A careful analysis of the data collected through personal interaction and survey questionnaire has been done, based on the analysis a set of recommendation and suggestion both at product and finance level has been mad e. The project has helped me to enhance my practical knowledge and has given me an in depth sight into channel sales, personal selling, understanding the relations hip between company and its channel partners which is very important for the sur vival of any company . Conducting sales promotion has given me an insight on how to conduct an event and how to handle the customer which would help in achievin g the organizational as well as the individual goals.

CS-C24JKY Capacity : 2.0 ton, 6.72kW Advanced + Plus e-ion Air Purifying System Newly Designed Patrol Sensor Quiet / Powerful Mode Designed for 52C Outdoor Temperature 5 Years Warranty on Compressors Features:Advanced +Plus e-ion Air Purifying System The Only AC that captures more than 99% dust particles and germs. e-ions are shot out to catch dust and inactivate airborne bacteria and mold. The positively charged e-ion filter attracts dust to thoroughly clean the room. 24-hour Clean Air - Newly Designed Patrol Sensor The Patrol sensor monitors microscopic dirt in the air and air purifying starts as soon as it is detected. It continues operating even when the air conditioenr is switched OFF to maintain room air quality. The sensor s color changes depending on the dirt level, providing easy-to-unders tand visual confirmation of operation status to put your mind at ease.

Hygienic - e-ion Action Active e-ions inactivate more than 99% of airborne bacteria and mould to make th em harmless. Faster Purification - Electric Charge Attraction The positively charged filter attracts negatively charged dust particles, provid ing powerful air purification. Effective Capture - Bigger, Finer e-ion Filter A wider area and finer mesh enable the filter to firmly capture minute micro-lev el particles. Super Tropical Compressor The performance and quality of air conditioning greatly depends on compressor, t

he heart of air conditioning. Panasonic has been supplying Super Tropical compre ssor for improvement of living environment since 2001. This compressor has a hig h efficiency compared to reciprocating type compressors and therefore achieves h igh efficiency under high load conditions. Blue Fin Condenser - Lasts 3 times Longer An Air Conditioner s performance depends largely on its condensor, which can tak e a beating from exposure to salty air, wind, dust and other corrosive factors. Panasonic has found a way to triple the life of our condensers, using a layer of our original anti-rust coating. This special coating lets you enjoy more years of reliable comfort plus extra economy over the long run. Powerful Airflow with a Larger Cross Flow Fan Panasonic s new models feature a large cross flow fan with improved design. The fan s large diameter dramatically increases airflow. A powerful breeze rapidly c ools the room to a comfortable temperature. And because the breeze reaches a wid er area, the temperature is evenly distributed throughtout the room, providing e xtra comfort. Personal Airflow Creation Vertical and horizontal air flow patterns can be combined as desired to gain the greatest possible comfort, with operation possible even from a distance by remo te control. Soft Dry Operation Mode Starts with cooling to dehumidify. Then provides continuous breeze at low freque ncy to keep room dry without much change in temperature. Odour-Removing Function With this function, theres no unpleasant odour when the unit starts up. Thats beca use the fan remains off momentarily, while the source of the odour inside the ai r conditioner is suppressed. Removable, Washable Panel The front panel is easy to keep clean. It removes quickly with a simple one-step operation and can be washed in water. A clean front panel promotes smoother, mo re efficient performance, which can save energy. Quiet Mode Simply press a button to reduce the indoor unit operating sound by about 3 dB. T his function is especially convenient for operation near a sleeping baby. Powerful Mode Pressing the Powerful button cools or heats the room quickly. It provides fast c omfort, with full power and a strong airflow. This is perfect for use immediatel y after coming home. *The Powerful Mode continues operating for about 15 minutes


General Information Indoor Model Number CS-C24JKY Outdoor Model Number CU-C24JKY Cooling Capacity Indoor [kW] 6.72 Indoor [Btu/h] 22,900 EER [Btu/hW] 10.80 Moisture Removal [L/h] 3.8 [Pt/h] 8.0 Air Circulation (Indoor/High) (Cooling) [m3/min] 18.1 (Cooling) [ft3/min] 639 Healthy Air Quality Features Advanced+Plus e-ion Air Purifying System Yes Newly Designed Patrol Sensor Yes Super Alleru-Buster Filter No Odour-Removing Function Yes Removable, Washable Panel Yes Comfortable Features Quiet Mode Yes Powerful Mode Yes Soft Dry Operation Mode Yes Wide & Long Airflow Vane No Personal Airflow Creation Yes Airflow Direction Control (Up & Down) No Manual Horizontal Airflow Direction Control No Automatic Operation Mode (Cooling) Yes Convenient Features 24-Hour ON & OFF Real Setting Timer Yes LCD Wireless Remote Controller Yes Reliable Features Random Auto Restart Yes Blue Fin Condenser Yes Long Piping (Numbers indicate the maximum pipe length) 25 m Top-Panel Maintenance Access Yes Product Dimensions Indoor [mm] Width 1070 Height 290 Depth 235 Outdoor [mm] Width 875 Height 750 Depth 345 Indoor [inch] Width 42-5/32 Height 11-7/16 Depth 9-9/32 Outdoor [inch] Width 34-15/32 Height 27-17/32 Depth 13-19/32 Product Weight Net Weight [kg] Indoor 12 Outdoor 55 Net Weight [lb] Indoor 27

Outdoor 117 Electrical Data Voltage [V] 230 Running Current [A] 9.4 Power Input [W] 2120 Technical Features Refrigerant Pipe Diameter Liquid Side [mm] 6.35 dia Liquid Side [inch] 1/4 Gas Side [mm] 15.88 dia Gas Side [inch] 5/8 Pipe Extension Maximum Pipe Length [m] 25 Maximum Elevation Length [m] 20 Power Supply Indoor

Current Market Position Unable to make a mark in Indias consumer durables space, Panasonic India Pvt Ltd,

the wholly owned subsidiary of global consumer electronics major Matsushita Ele ctric Industrial (MEI), is undergoing a restructuring. First, it has decided to exit product categories like air-conditioners. Sources say the company has sold its AC plant in Chennai. As per ORG-GFK data, Panasonic reported a 24% decline in CTV sales last year and also recorded a 26.7% drop in unit shipments. It has a marginal share in washin g machines and microwave ovens. Two, it has decided to start afresh in India by focusing on one region the south. Panasonic has shifted its corporate and marketing operations from Delhi to Chen nai. Based on our past experience we have learnt that approaching all the regions in India simultaneously is too overwhelming and spreads us too thin. We expect the competition to get even tougher in our business in India in the years ahead, the companys newly appointed director & chief strategic officer Shrikrishna Kulka rni told FE. Sources in the sector said that Panasonics current restructuring is another step to move away from manufacturing and refocus on marketing and sales. The erstwhile promoter of Carrier Aircon in India Inder Khosla is believed to ha ve bought Panasonics AC plant which has a production capacity of over 1 lakh unit s. While Mr Khosla could not be contacted, Panasonics Mr Kulkarni maintained: We a re bound by confidentiality in the companys best interests on the details pertain ing to this query. Two years ago, Panasonic India had initiated a restructuring exercise and had de cided to phase out the National brand. Instead, the company decided to position Pa nasonic as its main brand in India in line with Matsushitas global focus on a sin gle brand. The strategy, however, didnt click in the Indian market with the compa ny losing its market share in various categories. The company also plans to increase its focus on imported items. Panasonic curren tly imports products like digicams, mobile phones and flat screen TVs from its f our factories in Japan and parts of Asia.

Current Target Market of the Product With the current price range of Panasonic Air conditioners, the target customers are usually the upper middle class people and the higher classes of the society . As compared to its competitors products its price range is slightly on the high er side.

Current Pricing of the Product

Size 1 ton 1.5 tons 2.0 tons


Balance sheet Mar 09 Mar 08 Mar 07 Mar 06 Mar

Sources of funds Owner s fund Equity share capital 8.57 8.57 Share application money Preference share capital Reserves & surplus 9.27 9.05 Loan funds Secured loans 1.69 2.34 0.42 Unsecured loans 0.11 0.30 0.54 Total 19.64 20.27 18.41 18.66 Uses of funds Fixed assets Gross block 32.33 28.66 23.96 Less : revaluation reserve Less : accumulated depreciation 18.89 Net block 13.44 11.32 7.98 Capital work-in-progress Investments 0.19 0.19 Net current assets Current assets, loans & advances

8.57 8.88 1.00 0.73 18.93 23.22 17.34 8.18 0.19 28.76

8.57 8.36 1.41 0.73

8.57 8.22

22.41 15.98 8.24 27.53 18.77 10.24 -

15.03 22.37 12.14 10.28 -

14.17 16.33 6.05 10.69 16.53 5.84 -

Less : current liabilities & provisions 22.56 Total net current assets 6.20 Miscellaneous expenses not written Total 19.64 20.27 18.41 18.66 Notes: Book value of unquoted investments Market value of quoted investments 8.76 18.93 -

0.28 85.70

0.19 0.26 85.70

0.19 85.70


Contingent liabilities 0.64 0.31 0.30 Number of equity shares outstanding (Lacs) 85.70

SWOT Analysis of Current Panasonic Air Conditioner: Strengths: The Brand name-Panasonic Hygienic(removes germs and dust) Weakness:


Lack of promotional strategies. Confined to a specific target market. Extensive product line Opportunities:

Target Customer for Repositioned Brand: People of affluent class. Upper middle class Now, also middle class Research Methodology The basic model of this research was survey. Keeping in view the objective of th is research study, exploratory surveys were incorporated as the mode of research . In general, a survey involves the collection of information from a group of peop le. Survey research has three distinct characteristics. First, it involves colle ction of information by asking people of retail organization for information in some structured format. Depending on quality & cost tradeoffs involved, collecti on of information or data could take place using mail questionnaire, telephone i nterview, or face-to-face interview. Depending on the unit of analysis, the indi viduals surveyed could be representatives of themselves, their project, their ex pertise, or their organization. Second, survey research is usually a quantitativ e method that requires standardized information in order to define or describe v ariables, or to study relationship between variables. Third, information is gath ered via sample, which is fraction of population, with the need to be able to ge neralize findings from the sample to the population. Sampling From the retail organization a sample of 10 retail organization was chosen. This

sample constituted of retail organization functional in different location of t he city. These locations constituted of Hazrat Ganj, Gomti Nagar, Aliganj, Alamb agh. Data collection There are two parts of data collection phase: Primary Data Collection Secondary Data Collection

Primary Data Collection Phase: Fieldwork The primary data phase comprised of the means and methods used to generate infor mation from the market the information thus collected are based directly on fact s and figures that exist in the market. After having charted out the sample to de surveyed, the data collected methods w ere figured out. There were three modes of data collection that were incorporate d into the survey process. They were Personal Interviews Telephonic Interviews Questioners Personal Interviews Personal interviews constituted the major and the most important part of the dat a collection stage of the survey. The charted out places that constituted the sa mple were visited and the retail organization were figured out through observati on. Those retail organizations were visited and the top authorities of organizat ion, whosoever was available were interviewed on a one to one basis. The informa tion given by them was noted down. All the questions were opening ended and the replies given to us were in origina l form. Telephonic Interviews Telephonic interviews were conducted for those retail organization operators who are not available at the time they were visited. They were also asked the same questions. Questionnaire Questionnaire constituted of the major chunk of the sample charted out. These fo rms were filled by the retail organization operators themselves or by their beha lf. The questionnaire was designed in view of exploring the knowledge about the present market condition that is available at the retail organization through th e connections. This indirectly gave a view of the satisfaction level that the cu stomer may have. This survey also gave a view towards the opinion that the custo mers has towards Organized Retail Organizations compared to the other retail out lets in the entire retail market

Questionnaire Q1 Which Brand of Air conditioner you prefer? Panasonic b)LG c)Videocon Q2 Which is the most important factor for you while purchasing an AC? a) Brand b) Pri ce. c) Quality. d) Offe r. Q3 In what price range you like to purchase most? a) <15000 b) 15000-20000 c) 20000-25000 d)25000-30000 e)30000-35000 f)35000> Q4Which media Influences you the most while purchasing the AC of particular brand? a) Newspaper. b) Television. c) Radio . d) Magazine. e) Word of mouth. f) Internet. Q5 While purchasing an AC does an attractive design influences you? a) Yes. o. b) N

Q6 While purchasing an AC do you always keep in mind the quality of the Product? a) Yes. b) N o. Q7 What type of Energy efficient product you prefer? a) High b) Average.

c) Low. Q8 Which kind of shopping you prefer for purchasing an AC and other products? a) From Organized retail outlets. b) From Unorganize d retail outlets. c) From Internet shopping. d) From tele-sh opping. Q9 While purchasing any electronic item do you keeping in view the need of ent ire family and preferences as per age & gender? a) Yes. b) No.

Repositioning of Panasonic Air Conditioners (Objective Of Repositioning) The Main Objective of repositioning is regular occurrence of problems or customer complains on old Air conditioners being provided by the company. Accor ding to customers the old ACs are not effective in controlling temperature while the ac is on for quite a long time as well as some customers suggested that it would be more in their reach if its price gets lowered. This was the main reason for repositioning Panasonic Acs by giving it a n ew look, adding in a few new features in it and reducing cost without degrading its quality and presenting it to the customers. (PRODUCT STRATEGY) I would continue with the existing portfolio of the products and would concentra te on coming with new add on features and attractive looks than launching a tota lly new product. Panasonic Air conditioners, the target customers are usually the upper middle cl ass people and the higher classes of the society. But now all the three variants of the Panasonic air conditioners are relatively cheaper in price Marketing Mix Product:Although this typically refers to a physical product, it has been expanded to in clude services offered by a service organization. The specification of the produ ct is one of the main variables that a company has at their control. For example , the product can include certain base materials, colors, features, etc. Product , in the broadest sense also includes the post-sales relationship; including cus tomer service and any warranty. The Product that the company is launching or say repositioning is a fresh new va riant or lets say an advanced and improvised variant of the existing product. The product will be able to satisfy needs of everyone who is willing to acquire a n ew air conditioner in the Indian market for all segment body. Bio Sleep:

3 stage temperature control for an un-interrupted sleep & 36% power savings Sweet Dreams with Biosleep. Have you ever woken up in the middle of the night because the air conditioning h ad made the room hot or uncomfortably chilly? You won t face such problems anymo re thanks to biosleep. This innovative technology has been developed with extens ive research of human sleep patterns. Biosleep works with your bio-rhythm and ad justs the room temperature according to your body s natural needs. You not only enjoy an un-interrupted night s sleep but wake up refreshed, alert and ready for a new day ahead. Best Temperature for Un-interrupted Sleep. It gets hot without the air conditioner, yet it s too cold if the air conditione r is left on. Switching the air conditioner on and off is an ongoing dilemma in the heat of summer. And then there s the worry of a high electricity bill if the AC is left running all night. It helps you sleep comfortably by keeping the tem perature and humidity at pleasant levels. And saves energy too! The introduction of bio sleep feature in the existing Panasonic air conditioners , helps them to be more energy efficient than before. And then by re-introducing the air conditioner in the market with a new look wou ld enable it to be more attractive. To reduce the price, its cost has got to be reduced and for that if all the manu facturing and assembling work is done within the national boundaries, it will ce rtainly help in doing so.

Product Appearance

Before Repositioning

After Repositioning

Place:Locations:The product is placed at just below eye-level at the store surveyed among other brand clutter, unlike at most other supermarkets, where product placement at eye level and near the payment counter is generally preferred for such relatively l ow-involvement products, especially in the case of small packs which might be im pulse purchases on a trial basis. Inventory:The retailer stock varied by size. The store surveyed contained 15 items as turn over of the product is not very high. Discounts/Allowances:Promotional discounts are allowed for. Payment period/Credit terms:Being an off-the-shelf electronic product, in line with the category, credit as well as period payment facility is provided by the company. Sales Force:Sales force consists of the companys distributors [who are instrumental I ensurin g that the product is stocked by the retailers and wholesalers. Public Relations:PR campaigns were undertaken extensively during the launch of the brand in leadi ng newspapers and magazines, though they were focused more directly on enhancing the image of the parent company in the eyes of stakeholders like shareholders p otential investors, etc. that in consumers.

Place:Channels The products is sold in retail outlets like electronic stores, supermar kets, co-operative stores etc. It is distributed through the supply chain of com pany distributor to wholesaler to retailer to final consumers.


Television Advertisement Radio Advertisement Newspaper Advertisements Magazines Advertisements Internet Advertisements Hoardings Press Conferences Sponsorships

Data Analysis:-

Data Analysis:-

Secondary data collection phase: The secondary data collection phase comprised of findings out data from varied r esources Such as newspapers, internet, past surveys reports etc. the modes that were used for secondary data collection in this survey are mentioned below Internet surveys Newspaper advertisements Pamphlets Glow sign boards

In shop brandings Research techniques for firms: There are three most prominent and popular key research techniques for the busin ess firms: desk research, qualitative research, and the quantitative research. Desk Research The Desk Research is essential for acquiring and accessing the published informa tion about the concerned industry, market share, and diverse competition informa tion. Today, much of the desk research can easily be completed through Internet. Though fast and cheap, but the desk research is a process of discovery & evolut ion, and also of the exclusive caliber to draw most out of the acquaint people. Qualitative Research The Qualitative Research is conducted to understand comprehensively the clients and their diverse requirements. This qualitative research assists valuably in th e survey development process, and can be completed through brainstorm workshops, in-depth interviews, and the focus groups. The in-depth interviews can be condu cted by telephone or in person. The focus group is a well devised structured dis cussion with 68 respondents who participate productively and actively in the disc ussion led by a facilitator, independent of the firm. Quantitative Research The Quantitative Research is employed by a business organization to identify the priorities for its products and services among the total client base, and also to establish differences in the segments or group of clients to ensure that the products and services are fully customized. The essence of the quantitative resear ch is to develop a pertinent, well-designed, and expedient questionnaire, and id entify how relevant it is to a representative sample of clients.

Surveys completed over the internet There are a variety of different ways of carrying out surveys employing the Inte rnet. The questionnaire can either be delivered by the e-mail or accessed easily via a web page. The diverse important Internet approaches are executed through the following media: Open Web a website open to anyone who visits it; Closed Web respondents are invited to visit a certain website to complete the qu estionnaire; Hidden Web the questionnaire appears to a web page visitor only when triggered b y some mechanism or pop up surveys; E-mail URL embedded a respondent is invited by e-mail to the survey site, and th e e-mail contains a URL or website address on which respondents click to access the questionnaire; Simple e-mail a simple e-mail with questions contained in it; E-mail attachment the questionnaire is sent as an attachment.

Product Positioning Test In marketing, positioning means the process by which the marketers try to create an image or identity in the minds of their target market for their product, bra nd, or organization. The Product Positioning is the relative competitive compar ison their product occupies in the specified target market. The most general de finition of the Product Positioning is: The position of a product is how the pote ntial buyers see the product, and is expressed relative to the position of the co mpetitors. In present highly competitive business climate, understanding the dyn amics of your market is the first step toward the survival and success of the bu siness. Distinct product positioning and comprehensive and clear understanding o f consumers and the competitive landscape are extremely important. Packaging Testing The product packaging is the last significant chance to influence the consumers to buy the product. The product packaging must communicate clearly the desired a nd profitable product image in its form, shape, features, graphics, safety, and copy. Qualitative research tools are commonly and widely used to develop various packa ge options. These elegant options can easily be screened cost-effectively via ou r Online in-Site Internet interviewing system to identify diverse package design s commonly liked by consumers, so that creative efforts can be focused exclusive ly on the development of the best packaging designs. Near final package designs can then be tested on our Online-in-Site system. Qualified, experienced, and per ceptive respondents are recruited from one of our online panels and asked to eva luate only one of the package designs (monadic test). A simulated shelf evaluation is generally involved in this test to ensure that y our package stands out and communicates clearly and cogently in the clutter of o ther competitive products. Consumer quotes from the sedulous and discerning stud y are greatly valuable to the project team for improving the graphic design and the copy on the package. Market analysis for product launch The launching of any product or service in the highly competitive market is cer tainly a great event, in every business sector. Before the product/service launc h the company has to consider a multitude of things regarding the success of pro duct in the market, and also the survival and success of the business. A new pro duct launch progresses through a number of inevitable stages which includes the internal communication, pre- launch activities that secure proper distribution a nd ascertains that the traders and retailers have the necessary knowledge and re sources to promote the products/services. The basic principles of product or service launch encompasses the market and com petitive analysis; creation of expedient marketing plans; feasible market strate gy; external and internal marketing programs; compiling launch plans; and launch management. To expand this basic content, several new topics can also be added: Employing web intelligence techniques to support the market analysis Analyzing the competitive environments Mapping the business model and planning distribution Using messages in market materials Writing press releases Creating favorable launch schedules for managing and reporting

Developing and managing the launch budgets Setting up an online launch center We also extend effective product launching services. We undertake the execution of new product or service launch at national, regional, and local levels, so as to boost up sales impressively.

Detailed plan for launching of the repositioned brand: Marketing testing & internal communication: First 3 days of all free sample dist ributed to our Employees Employees references Wholesalers Retailers To get feedback of our new product. Sign Boards , Glow sign boards, Hoardings of our product should be displayed : At commercial places Near over bridge Near shopping malls Free brochures should be given with the: Famous magazines With famous newspapers ( all Sundays of the month) Print commercials are given in newspapers and in magazines. Approximately 5000 displays are done in shopping malls duration: 3 4 days. TV and Radio ads should be given during famous TV shows, (Especially between Wom ens and family oriented shows) and Radio Programs. Hiring Radio Mirchi for amazing events and competition for youngsters: Top 20 wi ll get a discount while purchasing a new Panasonic Air conditioner and free gift hamper from Panasonic. An event of Miss Lucknow 2009 to be sponsored by Panasonic. Advertisements should be shown before the movie start and in intervals in theat ers or multiplexes. Door Door selling is also done by sales person up to 3-4 days. Advertisement by Pop-up windows or by column ads on famous sites is done on int ernet.

Promotional vans with LCD television on which television commercial will be sho wing continuously and brochures of the new product are to be distributed.

Budgeting: Budgeting of project is very important prospect. The important budgets are: R&D Budget. Sales promotional Budget. Rebranding & Repositioning Budget.