How different is the marketing strategy for a high involvement product like Panasonic like you know given it is in the mobile space.
Three takeaways worth carrying forward.
- 01
While brand building is an expensive affair, what role do you think branded content plays when it comes to brand building today?
- 02
So I am a avid reader, so I read a lot even before coming to this HT summit I read two or three reports on the storytelling even on the content side.
- 03
So I am a avid reader so I read a lot even before coming to this HT summit I read two or three reports on the storytelling even on the content side.
Connected to the DMAasia operating frame.
Proof
This episode connects brand purpose to credible evidence, leadership archives and field-tested marketing practice.
Access
This episode connects brand purpose to routes into communities, councils, juries and senior conversations.
Ascent
This episode connects brand purpose to learning, recognition and the next generation of marketing leadership.
AdChoices / DAA
This episode connects brand purpose to privacy-first marketing, consumer trust and responsible data use.
Unfinished Business
This episode connects brand purpose to open industry problems that still need senior participation.
Durable lessons from the record.
- Start with the consumer problem, not the channel.
- Treat digital transformation as a behaviour change, not a software purchase.
- Measure effectiveness without losing the brand story.
If brand purpose is now table stakes, what will make the brand genuinely harder to ignore?
Take it into Unfinished Business →READABLE TRANSCRIPT868 words
So I am a avid reader, so I read a lot even before coming to this HT summit I read two or three reports on the storytelling even on the content side. So the mobile handset market as we know is a very cluttered market across various price points. What are the top three things that Panasonic is doing today to set itself apart in such a cluttered market space? Yeah, you are absolutely right that mobile market is super cluttered. One major factor is that India is the second biggest mobile phone market after the China.
So it has to be cluttered and most of the global brands are or even the Chinese brand are there into the space. So to set apart Panasonic in this space which is very very competitive and cluttered. So we have few principles for our business as we all know that Panasonic is a century old brand, 100 year old brand. So one thing which is the reliability of our products. So we connect with our customers primarily on the service front. So we set apart that our consumer experience as far as service of the product is concerned is really really good.
Second thing which is very very important that we keep on enhancing our products on the technology front. Panasonic being a Japanese and the premium brand into the Indian market. So we are into a space between 5k price starting from 5k to 30k also. Now our major shift of focus will be between price between 15k to 30k. If we deeply study this market between 15k price point to 30k price point there are not more than 4 or 5 brands which are primarily active. Though it is cluttered but in this price bracket it is not cluttered.
So we are very very focused as a brand which area we have to focus going forward in this challenging or tough market. While brand building is an expensive affair, what role do you think branded content plays when it comes to brand building today? We as a brand emphasis because we are positioning to the consumer which is on the online space. It has to be consistent. Our values have to be consistent. So we do a lot of branding content on the post purchase also. Most of the people if you see they want themselves on the initial stage so that people should
know that they are there in this category. People know we are in this category so we do a lot of branding content on the post purchase and second thing where we actually focus is on the actual consideration side because when a narrow down of brands happens in a certain price bracket then we have to really communicate by various methods that why customers should buy and what is there in Panasonic which they should be having Panasonic products. How different is the marketing strategy for a high involvement product like Panasonic like
you know given it is in the mobile space. So how different is it today? Yeah, here marketing has to be very very consistent because you can't be a tactical in nature. It has to be a long term marketing approach. If you see if you analyze and see various mobility brands in the particularly Indian environment they are talking on one aspect in their products. For example some of some some brand is talking about the design. So then they consistently talking on the design from last three or four years. Some brand is talking about the camera.
So they continuously say themselves as a camera phone rather than saying as a smartphone. So this is how marketing has to be on one such thing so that customer relate yourself with that. So who is Pankaj Rana when he's not heading marketing for Panasonic? So I am a avid reader so I read a lot even before coming to this HT summit I read two or three reports on the storytelling even on the content side. And then I'm a regular runner. I just completed my marathon on Sunday until Delhi half marathon. And I love to play cricket on weekends if I get time.
So these three things wraps Pankaj mostly playing cricket on the weekend and running and then reading. So I am a regular runner. So I am a regular runner. So I am a regular runner. So I am a regular runner. So I am a regular runner. So I am a regular runner. So I am a regular runner. So I am a regular runner. So I am a regular runner. So I am a regular runner. So I am a regular runner. So I am a regular runner. So I am a regular runner. So I am a regular runner. So I am a regular runner. So I am a regular runner. So I am a regular runner.
So I am a regular runner. So I am a regular runner. So I am a regular runner. So I am a regular runner. So I am a regular runner. So I am a regular runner. So I am a regular runner.