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Panasonic’s 3D, Lumix Will Get Major Backing

SECAUCUS, N.J. — 3D TV and the
Lumix digital camera line are two critical
areas for Panasonic in 2010 and
the near future.

Bob Perry, marketing senior VP, online
commerce and supply chain, discussed
both Lumix and 3D with TWICE
and how its marketing efforts should
impact Panasonic’s sales efforts.

On the subject of 3D, Perry said that
it enables Panasonic to show “that
we created the core technologies.” In
Blu-ray, Perry noted that Panasonic developed
a lot of the “foundational technology
for the format, but we didn’t capitalize
on it as much as we should have,”
in terms of marketing and branding.

Panasonic is not going to make the
same mistake in 3D. “3D is different
— it is our opportunity. We clearly
created this technology. This is our
innovation, and we are not going to lay
back and let someone else put a stake
in the ground and say they did.”

Worldwide sponsorship of the hit
Oscar-nominated “Avatar” has helped
Panasonic link with 3D in the minds
of consumers, and while the theater
experience is stunning, Perry volunteered,
“When consumers see a demonstration
this spring at retail with
high-performance 3D glasses, they
will see a better picture than they saw
in the theater. It will wow them even
more … and knock their socks off.”

Lumix is one of the top digital camera
brands around the world, except in the
U.S. where it is usually ranked around
the bottom of the top 10. Perry said that
Panasonic doesn’t “have a problem
with Lumix in product technology or
performance. We have to [become] substantially more focused on creating
a relationship with the consumer.”

Panasonic’s $30 million marketing
campaign behind Lumix is part of that.
Perry noted, “Not all Panasonic dealers
are in the imaging business. We want to
get those dealers who are focused on
selling TVs to include imaging … and
cross merchandise” with the variety of
Lumix cameras that have video capabilities
and camcorders. He also noted
that Panasonic wants to sell more higher-
end photo dealers that sell those
types of imaging products.