The bigger picture: Panasonic pushes for ROI

• Panasonic embarks on cross-marketing effort to boost sales
  
• Aims to increase market share from less than 10% to 15% in the digital camera category
• Aims to reach 30% in the camcorder market from its current 20% mark

Malaysia - Panasonic Malaysia is embarking on a cross-marketing effort to promote how the new Lumix camera and camcorder models complement the Viera television range as well as its other products.

Targeting sales of at least 100,000 units for the camera and camcorder models, and a budget of RM7 million in hand for advertising and promotion, the task, says Liew Choon Wah, assistant general manager, can be done.

Panasonic aims to increase market share with the new models from less than 10% to 15% in the digital camera category while targeting to reach 30% in the camcorder market from its current 20% mark.

"We will be opting for interactive marketing on websites and on blogsites besides the traditional medium of print in newspapers and magazines which are still the most widely used medium," he said.

CRM is another popular and effective option not just for the new products but the brand's other electronic products, Liew added.

The campaign will also see Panasonic Malaysia's e-commerce website host a bidding option between 2 March and 15 March where 16 customers can fight for the camera models starting from RM100.

Traditional mediums such as television and radio are still useful marketing avenues for Panasonic but Liew says it can be difficult for it to fully demonstrate the product capabilities and how it can complement the plasma television.