Paul Reid, Director of Consumer Electronics at Panasonic Australia, said the company is expecting its biggest ever year in sales of air conditioners this year, seeing it as one of the company's strategically important growth categories. He said: "Our Split System air conditioners have seen solid growth last year, with unit sales growing three times as fast as the market. We are launching a new range of air conditioners which have been improved in terms of energy consumption, and for the first time, we will be marketing these with a range of TV advertisements."
Matthew Harrison, Group Marketing Manager, said the launch is being coupled with a $6 million dollar investment in educating consumers on not only choosing the right product for their rooms, but also to 'outsmart summer' by making those choices early.
In a bid to help consumers make those choices, the company has launched a Smartphone App which will enable them to research their purchases. Consumers will be given a convenient framework to enter information on their room environment and receive product recommendations based on that. Once they have made their selections, they can access product details, images and videos instantly.
The company is also rolling out a training program for dealers and 35 roadshows in every State and Territory to educate more than 1800 retail staff. Together with its partnership with Channel Nine's 'The Block', which is soon to hit TV screens across Australia, as well as a TV and radio advertisement campaign which will be launched in the first week of September, the company will also launch a Buyer's Guide and a series of seven online webisodes on Youtube.com/PanasonicAustralia.