The company launched a white goods range (refrigerators and washing machines) in Romania, on the premium category, simultaneously with the launch of these products on the European market. Panasonic produces these types of household appliances since the 1950s, and is leader on the Asian market.
“In Romania, we expect to sell up to 100 products of the entire launched range in the first year. This is not a high target, and we want to make the brand known. For 2010, when we will triple our product range, we can issue figures about market share and sales target,” said Alexandru Mina, Advertising and Communication Manager for Panasonic.
According to a study by the GfK research company, the value of the Romanian durable goods market (electronics, household appliances, telecom, and IT) dropped by an annual 33.4 percent in the first quarter, to €356 million, the lowest value in the past two years.
The leader of the household appliance market is Arctic, with a general market share of some 30 percent. Other competitors include Electrolux, Indesit, Whirlpool, Gorenje, Zanussi, Siemens, and Bosch.
