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PANASONIC APPOINTS REL FIELD MARKETING TO LAUNCH WHITE GOODS RANGE INTO THE UK
Field Marketing specialist REL has been appointed by Panasonic to create a brand awareness and consumer education campaign for the launch of the company’s white goods range into the UK market.
Demonstrations of the new Panasonic washing machine and fridge freezer will take place in the top 20 Comet stores throughout 2009 over eight activity periods. A total of 500 demonstrations will run from April through to December.
Panasonic’s move into the UK white goods market, marks a new era for the company which is better known for its electronic goods business.
The new washing machine uses innovative technology which dramatically reduces the electricity and water required for washing.
The fridge freezer is the world’s first freezer with an A++ rating. It is a non frost freezer and uses 29% less energy than the standard A rated machines and is the quietest product on the market at 36 decibels.
The activity is aimed at the 36+ market in the premium price bracket, who are the key drivers in the demand for energy efficient products.
REL’s CEO, David Norbury said: “Panasonic is entering a new market with far superior energy efficient products than its competitors. The in-store activity is the ideal way to launch the product and ensure that the key messages are communicated with potential customers.”
Panasonics Product Manager for Large Home Appliances, Subodha Bhatt said, “Our launch of white goods in the UK is incredibly exciting and it is crucial we have an excellent team driving the activity which will educate consumers. We are delighted REL is on board to drive this launch for 2009.”
To read more about Panasonic’s move into the white goods sector, click here!
