Gulf Importers

Panasonic’s robust Mideast plans

Soejima: Middle East region has witnessed a sustained growth across industries

Panasonic Marketing Middle East & Africa (PMMAF), the regional headquarters for Panasonic, has announced robust plans for fiscal 2017 under the leadership of the new managing director Hiroki Soejima.

The new plans were announced at the company’s annual convention in Dubai. Over 80 business associates from 12 countries attended the convention where the brand outlined increased focus on spreading market penetration through strategic alliance with key retailers, product enhancement by introducing ‘local-fit’ product line ups and reinvigoration of brand through its upcoming marketing campaign.

A new marketing campaign themed as ‘Makers of Quality. Mastered in Japan.’ was introduced at the event.

Speaking at the event, Soejima, said: “Over the years Middle East region has witnessed a sustained growth across industries. As a leading Japanese manufacturer offering the widest product portfolio, both for consumers and business’ alike, it has augured well for us. Being a customer-centric brand, we are constantly adapting and evolving to market demands and this year we aim to increase our footprints across the region.”

He added: “Riding along this dynamically growing market we aim to align our strategies to keep pace with the ever changing requirement with the introduction of flagship models along with a strong new line-up that will excite our customers. To invigorate our brand, we will launch our strong 360-deg - marketing campaign highlighting ‘Japan Quality’ reinforcing us as a premium Japanese brand.”

As a part of his keynote address at the event, Soejima highlighted Middle East as the key growth market for Panasonic and the company aims to attain a double digit growth in fiscal 2017.

Panasonic’s Small Appliances and Major Appliances registered double-digit growth whilst, conventional telephone and office automation products maintained market leadership. In B2B segment, Professional AV, Broadcast and Security cameras were the key category drivers.

In line with the strategy, Panasonic showcased its expansive range of products in the Audio Video, Home Appliances, Health & Beauty, Systems Solutions and Communications and the Eco Solutions categories.

Products included the 65-inch OLED TV, Urban Audio Music System, Lumix GH5, meat grinder, juicer blender, Nanoe Hair Dryer NA65, I-Shaper beard styler, premium flat glass refrigerator, Jetstream air conditioner, newest models of top load washing machines and various business solutions for communication, security and office automation categories.

Panasonic, at the cusp of completing 100 years in 2018, will continue to strengthen its competitive- edge by offering high quality premium products and solutions to realise ‘A Better Life, A Better World’ for the customers.



Panasonic, one of the global leaders in technology, has expanded its presence in the Middle East and Africa region with the opening of the first TV manufacturing unit in Egypt.

The Japanese manufacturer is collaborating with Arab Company for Electrical Equipment to produce over 16,000 Panasonic LED televisions before the end of this year, said a statement from the company. This factory promises a state-of-the-art manufacturing unit that will employ 200 -250 personnel and further boost Egypt’s growing manufacturing sector. According to industrial studies, Egypt has seen a burgeoning growth in all industrial sectors in the recent years, with manufacturing sector registering a 2.60 per cent in April of 2017 over the same month in the previous year, it said.

The Planning Ministry of Egypt has set an annual growth target of 9 per cent for manufacturing, increasing its share of GDP to 25 per cent by 2020. The country has a growing population of people with disposable income and ambitious growth plans, it added.

The 50,000 sq-yard facility is located at Mostorod, Cairo, and was inaugurated by Daizo Ito, managing executive officer for Panasonic Corporation, regional head India, South Asia, Middle East and Africa (ISAMEA) and other dignitaries, besides top executive from Panasonic, said a statement.

Panasonic products have gained greater demand in Egypt, and the company’s decision to establish a manufacturing unit in the country has received a warm reception by the citizens and electronic dealers in the country.

The factory will cater to the domestic market demand with high-end TVs, which are known for their crispier picture quality and dynamic wide viewing angle in addition to the trusted Japanese quality.

Daizo said: “The Egyptian market is one of the most promising markets in the North Africa region. It is also well-positioned, both geographically and logistically, to serve the whole Middle East and North Africa (Mena) region.”

“We, as a global leader in technology and consumer product sector, aim to support this growth,” he said.