Panasonic Marketing Strategy 2024: A Case Study

Panasonic is setting its sights on a successful marketing strategy for 2024. One of the core elements of this strategy is competitive analysis, allowing the company to refine its tactics and stay ahead of the game. By closely examining the competition, Panasonic can identify opportunities for growth and innovation.

Digital marketing plays a vital role in Panasonic’s strategy, enabling the brand to reach a broader audience and engage with consumers online. Through various digital channels, Panasonic can effectively communicate its brand message and showcase its products and services to a vast online community.

To boost brand visibility, Panasonic utilizes promotional campaigns such as TV commercials, print ads, and online promotions. These dynamic campaigns help create awareness and generate interest in Panasonic’s offerings among its target audience.

Market positioning and target audience segmentation are integral components of Panasonic’s marketing strategy. By understanding its customers’ needs and preferences, Panasonic can tailor its messaging and offerings to resonate with specific market segments effectively.

Online advertising is a key driver of Panasonic’s marketing success. It leverages channels like search engine marketing to increase online visibility and drive sales. Through strategic placement and targeting, Panasonic ensures its message reaches the right audience at the right time.

Storytelling is a critical tool for Panasonic to create strong brand connections and emotional engagement. By crafting compelling narratives around its products and services, Panasonic can forge a deeper connection with consumers, fostering brand loyalty and advocacy.

Design is another crucial aspect emphasized by Panasonic. By leveraging innovative concepts and craftsmanship, Panasonic can alter product perception and enhance customer appeal. Sleek and functional designs create a positive impression and differentiate Panasonic from its competitors.

Product diversification is key for Panasonic to broaden its market reach and cater to different customer segments. By expanding its product portfolio, Panasonic can meet the diverse needs and preferences of its customers, ensuring continued growth and market dominance.

Panasonic Marketing Middle East & Africa (PMMAF) aims to deliver tailored solutions in line with regional customer needs. Focusing on four pillars – Food & Health, Hygiene & Cleanliness, Natural Beauty, and Craftsmanship – PMMAF ensures its offerings align with the specific requirements of the Middle East and African markets.

The fiscal year 2023 saw impressive growth for Panasonic, with several product categories experiencing significant increases in sales. Men’s grooming devices like the Multishape and Lamdash Shaver saw a remarkable 168% growth. The Nutri Tafreez refrigerator series grew by 140%, while 4K 120 Hz MiniLED Smart Televisions witnessed a 166% increase.

Panasonic’s commitment to sustainability and environmental protection is evident through initiatives like Panasonic Green Impact (PGI). The goal is to achieve virtually net-zero CO2 emissions by 2030 and reduce over 300 million tons of CO2 emissions by 2050.

Influencer marketing has played a crucial role in Panasonic’s growth strategy, particularly in the Middle East. The Panasonic Influencer Affiliate Program (PIAP) partners with social media influencers to increase brand awareness and reach across the region.

Looking ahead to FY2024, Panasonic aims to maintain double-digit growth by focusing on market expansion through partnerships, product diversification, sustainability, and an enhanced customer experience. The appointment of Mr. Hiroyuki Shibutani as the new CEO and Mr. John Hardy as the COO demonstrates Panasonic’s commitment to positive leadership changes to drive business forward.

Panasonic’s loyalty program, personalized pricing, and partnerships with key companies further contribute to customer engagement and satisfaction. The adoption of Mindbox as a customer data platform enables targeted marketing efforts, automated campaigns, and personalized communication strategies, increasing conversion rates and fostering loyalty.

Key Takeaways:
– Panasonic’s marketing strategy for 2024 focuses on competitive analysis, digital marketing, and promotional campaigns to boost brand visibility.
– Market positioning, storytellings are essential tools for creating strong brand connections and emotional engagement.
– Product diversification, design, and regional tailoring are key components of Panasonic’s strategy.
– Impressive growth in FY2023 and plans for sustainability and environmental protection demonstrate Panasonic’s commitment to innovation and responsibility.
– Collaborative partnerships, loyalty programs, personalized pricing, and targeted campaigns contribute to customer engagement and loyalty.

The Power of Storytelling for Branding and Consumer Engagement

Panasonic recognizes the power of storytelling in creating a lasting impact on consumers’ perceptions and emotions. Storytelling allows the brand to go beyond product features and benefits and connect with consumers on a personal level. By incorporating storytelling into its branding approach, Panasonic aims to build a strong brand image and foster emotional connections with its target audience. Storytelling not only enhances consumer engagement but also increases brand recall and influences purchase decisions.

Successful marketers embraced a customer-centric approach long before the pandemic. They understand that customers seek more than just products – they want authentic experiences and connections. Changes over the last two years have further shifted customer expectations, making storytelling an essential tool for brands to captivate their audience.

Customer engagement has significantly changed over the past few years. Consumers are no longer passive recipients of marketing communication; they expect brands to engage with them on a deeper level. This shift in consumer behavior requires brands to remain agile and monitor the shifts in audience engagement.

Brands need to listen to their customers. Consumers are clear that they will stop engaging with brands if their feedback is not listened to. By leveraging storytelling, brands can create meaningful connections and show that they value their customers’ opinions.

It’s crucial for brands to determine the most important channels for their customers and dominate the share of voice on those channels. By crafting compelling stories and delivering them through the right channels, brands can establish a strong brand connection and emotional engagement with their audience.

Marketers should use customer data to understand their audience better. By leveraging customer data and personalization, brands can fine-tune their content and experiences, creating a more personalized and engaging journey for consumers. Data allows marketers to be agile and shift experiences based on real-time customer feedback.

Adopting a test-and-learn strategy in marketing can significantly impact the success of campaigns. By experimenting and analyzing the results, brands can continuously optimize their storytelling efforts for maximum impact and engagement.

Digital experience technology plays a crucial role in improving customer experiences and messaging strategies. Leveraging technology to tailor experiences and deliver relevant messages is critical for connecting with different customer audiences. By utilizing digital platforms, brands can reach a wider audience and strengthen their brand connection.

Storytelling is not limited to Panasonic; many successful brands have utilized narratives to create strong emotional connections with their customers. Apple’s narrative revolves around innovation, simplicity, and elegance, resonating deeply with customers. Nike successfully uses narratives of athletic excellence and perseverance with slogans like “Just Do It.” Google humanizes its brand through narratives focusing on organizing the world’s information in a human-centric manner. Tesla’s narrative on sustainability and innovation helps differentiate the brand in the automotive industry. SpaceX’s story inspires employees by focusing on making life multiplanetary. These examples showcase the power of storytelling in establishing a strong brand identity and engaging consumers.

Key Takeaways:

  • Storytelling allows brands to connect with consumers on a personal level and build emotional engagement.
  • Successful marketers have embraced a customer-centric approach and understand the importance of storytelling.
  • Customer engagement has significantly changed, and brands need to remain agile and monitor audience shifts.
  • Listening to customer feedback is crucial as consumers will stop engaging with brands that don’t listen.
  • Brands should determine the most important channels for customers and dominate the share of voice.
  • Using customer data and personalization helps fine-tune content and experiences.
  • A test-and-learn strategy and leveraging digital experience technology can impact campaign success.
  • Successful brands like Apple, Nike, Google, Tesla, and SpaceX have effectively used storytelling for branding and consumer engagement.

Consumer Engagement Strategies

To maximize the impact of storytelling, Panasonic employs a range of consumer engagement strategies that foster meaningful connections with its audience. These strategies are designed to create a sense of community, build trust, and encourage a two-way conversation between Panasonic and its consumers.

Relatable Characters and Narratives

Panasonic understands the power of relatable characters and compelling narratives in capturing consumer attention and building emotional connections. By crafting stories that resonate with their target audience, Panasonic creates a strong bond, making their products and brand more memorable and relatable.

Multimedia Platforms for Visual and Auditory Engagement

Panasonic leverages multimedia platforms to deliver engaging content and enhance consumer experiences. Through visually captivating images, videos, and interactive elements, Panasonic brings their brand stories to life, leaving a lasting impression on consumers across various digital touchpoints.

User-Generated Content

Encouraging user-generated content is another effective strategy employed by Panasonic to enhance consumer engagement. By involving their customers in the creation process, Panasonic creates a sense of ownership and fosters a community-driven environment where consumers feel valued and empowered.

Influencer Collaboration

Panasonic recognizes the influence of social media influencers and collaborates with them to amplify their brand message. By partnering with relevant influencers, Panasonic reaches a wider audience and taps into the authenticity and trust that these influencers have built with their followers.

Data Analytics for Personalized Storytelling

Panasonic leverages data analytics to gain insights into consumer preferences and behaviors, enabling them to deliver personalized storytelling experiences. By tailoring their content based on data-driven insights, Panasonic ensures that their storytelling resonates with individual consumers and drives meaningful engagement.

By incorporating these consumer engagement strategies, Panasonic creates a dynamic and interactive relationship with their audience, strengthening their brand’s presence and loyalty in the market.

Leveraging Design to Change Product Perception

Panasonic understands that design plays a pivotal role in shaping product perception and customer appeal. By leveraging innovative design elements and craftsmanship, the brand establishes an emotional connection with its target audience. With a strong focus on precision and attention to detail, Panasonic delivers products that inspire trust and loyalty.

However, in a 2021 survey, it was revealed that awareness of the Panasonic brand among young adults in Japan and certain overseas regions had declined. This highlights the need for the brand to adapt its design strategy to cater to the preferences and perceptions of the younger generation.

One market where Panasonic has successfully employed design to improve product perception is India. With a reported brand awareness of 74% among premium household consumers aged 18–34, Panasonic has made significant strides in this demographic. The success can be attributed in part to the 2022 “Welcome To Adulthood” campaign, which generated a staggering 53 million impressions, 7 million engagements, and reached 43 million unique individuals.

In Brazil, Panasonic’s general brand awareness is low among all audiences, especially young people. Despite this, Panasonic leverages Japan’s popular appeal in Brazil to effectively communicate with Millennials and Gen Z. By highlighting the brand’s craftsmanship and emotional connection in its design, Panasonic aims to change the perception of its products among the younger demographic.

Across different regions, Panasonic adapts its design and brand messaging to align with the specific needs and perceptions of local markets. For example, in Asia Pacific, Panasonic launched the “Live Green and Wellness with Gen G” campaign in Vietnam, inspiring young people towards a green lifestyle. In Europe, Panasonic’s RE100 installation showcases the company’s commitment to green initiatives, utilizing PV, hydrogen fuel cells, and battery storage.

Overall, Panasonic recognizes the transformative power of design to shape product perception, customer appeal, and emotional connections. By continuously evolving its design strategy and embracing the preferences of different markets, Panasonic aims to remain at the forefront of innovation and capture the hearts of the next generation.

Product Diversification Strategy in the Electronic Industry

Panasonic’s product diversification strategy in the electronic industry is centered around expanding its market reach and catering to different customer segments. By entering new markets and modifying its existing products, Panasonic offers a wider range of innovative and technologically advanced products. This strategy helps the brand increase sales to its existing customers and attract new customers who have diverse needs and preferences.

Panasonic identifies emerging market trends and consumer demands to introduce products that meet specific requirements. Through thorough market research and analysis, the company develops a deep understanding of its target audience in various regions. This enables Panasonic to tailor its offerings to specific cities and communities, ensuring a localized marketing approach that resonates with the regional differences.

As a global brand with a strong foothold in key markets, Panasonic’s product diversification strategy aims to maximize its revenue and maintain a competitive edge in the industry. The company aims to become the No. 1 Green Innovation Company in the Electronics Industry, demonstrating its commitment to environmental sustainability through initiatives such as the Green Impact program and the utilization of renewable energy technologies.

To achieve its diversification goals, Panasonic collaborates with local partners in Southeast Asia to enter the kitchen and housing materials market. The aim is to address social issues in the region and expand markets for prefabricated homes and central water purifiers. By leveraging its expertise and resources, Panasonic aims to drive growth in the electric components and housing materials businesses while strengthening relationships with customers.

Market Reach and Customer Segments

Panasonic’s product diversification strategy enables the brand to expand its market reach and cater to diverse customer segments. By offering a wide range of technologically advanced products, Panasonic can target various market segments and meet the specific needs and preferences of different customer groups. This approach allows the company to tap into new customer segments and increase its overall market share.

Technologically Advanced Products

Panasonic’s product diversification strategy focuses on developing and offering technologically advanced products to its customers. By continuously investing in research and development, Panasonic stays at the forefront of technological advancements, allowing it to introduce innovative products that meet the ever-changing demands of the electronic industry. This emphasis on technological advancement helps Panasonic maintain its competitive edge and position itself as a leader in the market.

Key Statistics Year
Company Revenue 2012
Company Revenue ¥7846.2 billion
Company Operating Profit 2012
Company Operating Profit ¥43.7 billion
Consolidated Net Sales Fiscal Year Ended March 31, 2019
Consolidated Net Sales 8.003 trillion yen

Record Results for 2023

In 2023, Panasonic experienced a remarkable surge in business performance, marked by substantial growth and a significant increase in sales. The company’s strategic approach and commitment to innovation have translated into impressive outcomes across various product segments.

Amidst a highly competitive electronic industry, Panasonic’s top-performing products in 2023 included an array of consumer favorites. Men’s grooming devices, specifically electric shavers and beard trimmers, gained widespread popularity due to their advanced features and superior performance. The refrigerator series, characterized by cutting-edge technology and eco-conscious design, contributed significantly to Panasonic’s sales increase.

Panasonic’s lineup of smart televisions showcased remarkable performance, captivating consumers with exceptional picture quality, immersive audio, and an extensive selection of streaming options. The steam iron category witnessed substantial growth as Panasonic launched innovative models equipped with advanced steam technologies, ensuring customers enjoy effortless and effective garment care.

Furthermore, Panasonic’s air conditioner range garnered a considerable market share, driven by its energy-efficient solutions, superior cooling capabilities, and intelligent features. The company’s commitment to providing exceptional kitchen appliances resulted in the kitchen range emerging as another top-performing product, offering consumers convenient and high-performance cooking solutions.

These outstanding results are a testament to Panasonic’s ability to understand and anticipate consumer needs, adapting its product offerings to align with changing market demands. The company’s commitment to delivering innovative, high-quality products has driven not only sales growth but also enhanced its reputation as a trusted brand in the electronic industry.

Financial Results

Panasonic’s strong sales performance in 2023 contributed to its robust financial performance. The company’s revenue soared, exceeding expectations and laying a solid foundation for future growth. The increased sales and profitability provided Panasonic with the resources necessary to invest in research and development, further enhancing its product portfolio.

With an unwavering dedication to financial transparency, Panasonic prepares comprehensive reports that cover quarterly, nine-month, and full-year results. These reports, presented by esteemed individuals such as President Kazuhiro Tsuga, CFO Hirokazu Umeda, and Director Hideaki Kawai, provide stakeholders with valuable insights into the company’s financial condition and performance.

As part of its commitment to continuous improvement, Panasonic includes detailed financial forecasts in its reports, allowing stakeholders to gain a comprehensive understanding of the company’s future prospects. These forecasts enable the company to make necessary corrections and adjustments to ensure long-term growth and sustainability.

Panasonic’s Strategic Outlook

Despite its remarkable achievement in 2023, Panasonic remains committed to pushing its performance even further. The company has set ambitious targets, aiming to achieve a double-digit return on invested capital (ROIC) in its automotive battery business by FY28. This focus on high ROIC demonstrates Panasonic’s determination to deliver exceptional value and profitability to its stakeholders.

Furthermore, Panasonic has outlined its commitment to business optimization. By FY2027, the company plans to eliminate underperforming businesses with low growth potential and ROIC below the weighted average cost of capital (WACC). This strategic move enables Panasonic to allocate resources effectively and concentrate on areas with the greatest growth potential.

In Europe, Panasonic is channeling its efforts toward becoming the preferred solution in the air quality and air-conditioning business. By targeting installers and offering comprehensive solutions, Panasonic aims to capture a significant market share and solidify its position as a leader in this segment.

Fiscal Year Revenue Net Profit
2020 $61.8 billion $1.19 billion
2021 $65.4 billion $2.27 billion
2022 $69.9 billion $3.81 billion
2023 $74.6 billion $4.96 billion

FY2024 At A Glance

In FY2024, Panasonic is focused on driving growth, expanding its market presence, and enhancing sustainability initiatives to provide an exceptional customer experience. The company’s strategic partnerships, product diversification efforts, and commitment to innovation position it for success in key regions, such as the Middle East and Africa.

Key milestones in FY2024 include:

  • 117th Ordinary General Meeting of Shareholders: The meeting took place on Jun 24, providing an opportunity for stakeholders to discuss the company’s performance and future plans.
  • Panasonic Group Operating Companies’ Strategy Briefing: Held on Jun 6-7, the briefing outlined the strategic direction for FY2024, highlighting the company’s growth expectations and market expansion strategies.
  • FY2024 Financial Results: The company shared its financial performance for FY2024, demonstrating its commitment to profitability and sustainable growth.
  • FY2024 3Q Financial Results: The results were released, showcasing the company’s progress and achievements in the third quarter.
  • FY2024 2Q Financial Results: Revealed on Oct 30, these results demonstrated Panasonic’s continued success and strategic execution.
  • FY2024 1Q Financial Results: Disclosed on Jul 31, the first-quarter results highlighted the company’s strong start to the fiscal year.

Building on its achievements, Panasonic is investing in sustainability initiatives and aiming to reduce its carbon footprint across its global production sites. The company plans to increase battery factory capacity and production to meet the rising demand for clean energy solutions.

Financial Year Financial Results
FY2024 Announced
FY2023 Presented
FY2022 Disclosed
FY2021 Shared
FY2020 Declared

Panasonic’s commitment to sustainable practices aligns with its goal of achieving virtually net-zero CO2 emissions by 2030. With the Gemba Innovation initiative, the company continues to optimize its supply chain and identify operational waste, enhancing its competitiveness and driving positive environmental impact.

Customer Experience as a Priority

Panasonic recognizes the importance of customer experience in building strong, long-lasting relationships. The company’s dedication to creating innovative and user-centric products reflects its commitment to providing the best possible solutions for its customers.

CEO Kusumi emphasizes the value of employees taking on challenges to drive company competitiveness and success. In FY2024, Panasonic aims to see dynamic and fearless employees achieving exceptional standards that are recognized by customers and society.

By focusing on growth expectations, market expansion, sustainability initiatives, and customer experience, Panasonic is positioned to thrive in the ever-evolving global market.


At Panasonic, environmental protection and sustainability goals are at the core of their business strategy. The company is dedicated to reducing CO2 emissions and making a positive impact on the environment. Through their Panasonic Green Impact (PGI) initiatives, they aim to contribute to global efforts in CO2 emissions reduction and environmental conservation.

Commitment to CO2 Emissions Reduction

Panasonic has set ambitious targets to reduce CO2 emissions and work towards a sustainable future. By 2050, they aim to reduce CO2 emissions by at least 300 million tons, which is approximately 1% of the current global CO2 emissions. Within their own value chain, Panasonic plans to achieve a reduction of approximately 110 million tons in CO2 emissions by 2050.

Contribution to CO2 Reduction

Panasonic is committed to contributing to CO2 emissions reduction through various initiatives. In their present business fields, they aim to contribute to avoiding emissions of at least 100 million tons of CO2 by 2050. Additionally, Panasonic plans to create new technologies or businesses that will contribute to a reduction of at least 100 million tons of CO2 emissions by 2050.

Avoided Emissions and Sustainability Goals

Panasonic recognizes the importance of measuring and quantifying environmental impact. They use a metric called “avoided emissions” to assess the reduction in CO2 emissions attributed to the introduction of Panasonic Group’s products. By fiscal 2031, Panasonic aims to achieve net zero CO2 emissions at all their companies and create approximately 100 million tons of avoided emissions.

Although there is currently no internationally standardized specification for avoided emissions, Panasonic is working on adopting this metric to accurately measure and monitor their sustainability goals.

Recycling and Circular Economy

Panasonic is dedicated to promoting a circular economy and sustainable practices. They aim to maintain a recycling rate of factory waste at over 99% and increase the usage of recycled resin to 90,000 tons from fiscal 2023 to 2025. Furthermore, Panasonic aims to develop over 13 circular economy-type businesses by fiscal 2025 to contribute to a sustainable society.

CO2 Emissions Reduction Targets Emissions Avoidance Strategies
Panasonic aims to avoid 16.34 million tons of CO2 emissions in fiscal 2025 and achieve net-zero CO2 emissions at their own factories and offices by fiscal 2031. Panasonic aims to avoid 38.3 million tons of CO2 emissions in fiscal 2025 and 93 million tons by fiscal 2031 through CONTRIBUTION IMPACT initiatives.
By 2050, Panasonic aims to create an impact of more than 300 million tons through CO2 emissions reduction and avoided emissions. Panasonic plans to invest in 13 circular economy-focused businesses and sustainable ventures.

These initiatives reflect Panasonic’s commitment to environmental protection and sustainability goals. With their focus on CO2 emissions reduction, avoided emissions, recycling, and circular economy practices, Panasonic is actively contributing to creating a greener future.


Panasonic Corporation’s marketing strategy for 2024 demonstrates its commitment to growth, innovation, customer-centricity, and sustainability. By capitalizing on the power of storytelling and design, Panasonic aims to strengthen its brand presence and engage consumers on a deeper level. Additionally, the company’s product diversification strategy enables it to expand its market reach and cater to the evolving needs of customers worldwide.

Furthermore, Panasonic showcases its dedication to sustainability by setting ambitious environmental targets, such as achieving virtually zero CO2 emissions by 2030 and reducing its carbon footprint by half by 2031. The company recognizes the importance of addressing climate change and actively works towards reducing its environmental impact through initiatives like the integration of Blue Yonder, which improves supply chain management efficiency.

With the implementation of the “Panasonic Transformation” (PX), the company positions IT at the core of its management strategy, triggering significant changes in its business and operations. This transformation aims to enhance efficiency, streamline processes, and drive long-term growth. Panasonic aspires to achieve impressive financial milestones, including sales exceeding 3 trillion yen in FY3/31 and an EBITDA ratio of 20%.

Since its establishment in 1918, Panasonic Corporation has evolved into a global electronics manufacturer, renowned for its wide range of products in various domains. The company’s dedication to creating a better life and a better world through its product innovations remains at the heart of its business philosophy.


What is Panasonic’s marketing strategy for 2024?

Panasonic’s marketing strategy for 2024 includes competitive analysis, digital marketing tactics, branding techniques, promotional campaigns, market positioning, target market segmentation, and online advertising strategies.

How does Panasonic utilize storytelling in its branding approach?

Panasonic recognizes the power of storytelling in creating a lasting impact on consumers’ perceptions and emotions. By incorporating storytelling into its branding approach, Panasonic aims to build a strong brand image and foster emotional connections with its target audience.

What consumer engagement strategies does Panasonic employ?

Panasonic utilizes various consumer engagement strategies, including creating relatable characters and narratives, utilizing multimedia platforms for visual and auditory engagement, encouraging user-generated content, collaborating with influencers, and leveraging data analytics to tailor storytelling content.

How does Panasonic use design to change product perception?

Panasonic embraces innovative design elements and craftsmanship to enhance the user experience and establish a strong brand identity. The company’s dedication to precision and attention to detail in its product design contributes to customer trust and loyalty.

What is Panasonic’s product diversification strategy?

Panasonic’s product diversification strategy aims to expand its market reach and cater to different customer segments. By entering new markets and modifying existing products, Panasonic offers a wider range of innovative and technologically advanced products.

What were the top-performing products for Panasonic in 2023?

The top-performing products for Panasonic in 2023 included men’s grooming devices, refrigerator series, televisions, steam irons, air conditioners, and the kitchen range.

What is Panasonic’s focus for FY2024?

Panasonic’s focus for FY2024 includes market expansion through strategic partnerships, product diversification, sustainability initiatives, and enhanced customer experience.

What are Panasonic’s sustainability goals?

Panasonic is committed to achieving net-zero CO2 emissions from its operations by 2030 and significantly reducing global emissions by 2050 through initiatives like the Panasonic Green Impact (PGI) initiative.

What does Panasonic’s marketing strategy for 2024 encompass?

Panasonic’s marketing strategy for 2024 encompasses competitive analysis, digital marketing, branding, promotional campaigns, market positioning, target market segmentation, and online advertising.
About the author

Nina Sheridan is a seasoned author at, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.