The Bundle Crowns Panasonic As Cordless King

By Greg Scoblete On Jul 26 2004 - 6:00am

Success Story: Panasonic KXTG2382
Retailers' New Bundle Of Joy

The growth of cordless-phone expansion systems into multihandset bundles have proven to be a boon to the category, shoring up average selling prices that would otherwise be steeply declining, and no company has enjoyed the fruits of expandability more than that category's top-brand.

Panasonic's KXTG2382 was the company's first multihandset bundle, packaging two handsets in one box, and it was the top seller, dollar-wise, in the expandable cordless-phone category from June 2003 through May 2004, according to The NPD Group, Port Washington, N.Y.

The KXTG2382 was Panasonic's top-of-the-line 2.4GHz digital spread spectrum phone, offering the company's frequency-hopping technology ITAD with 15 minutes of recording time and caller ID. It was expandable up to three handsets.

At a suggested $129.95, it offered a good value for consumers looking for a one-stop home-phone purchase, said Wayne Borg, Panasonic's national marketing manager for communications.

"Two or three cordless phones pretty much sets up the average household," Borg said. The company offered another 2382 configuration that packaged three handsets in a box for warehouse clubs.

Borg noted that the three-in-one box "did very well" for the warehouses.

The three-handset bundle was an even better value: at $149.95 it added an accessory handset that as a standalone commanded a suggested $49.95 retail.

The KXTG2382 featured the company's first use of window-box packaging to visually alert consumers to the additional handset but was not "advertised any more than our other products," Borg said. Rather it sold on the strength of the bundle, the step-up feature set and the value, he said.

It did, however, incorporate some new technology, such as a voice enhancement feature that digitally adds missing voice tones that landline carriers remove when transmitting a call, Borg said.

Top 10 Cordless Phones
Dollar sales at retail, June 2003 – May 2004
1. Panasonic KXTG2382
2. Panasonic KXTG5100
3. Uniden TRU58852
4. Panasonic KXTG2740
5. AT&T 2256
6. Panasonic KXTG2730
7. Panasonic KXTG2352
8. AT&T 5840
9. General Electric 27958GE1
10. Uniden TRU448-2
Source: The NPD Group
© TWICE 2004

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