Bangkok--24 Jan--PRpedia Mitsubishi Electric introduces Music Marketing Strategy led by Kosiyabongs emphasizing quality brand image to scoop the new generation customers Mitsubishi Electric revealed the 2008 marketing strategy with music marketing technique led by Boyd Kosiyabong and family as their presenters emphasizing on quality brand image and 7-8% revenue growth. Praphon Potivorakun, Deputy Managing Director of Mitsubishi Electric Kang-Yong Watana Co.,Ltd., gave a remark on marketing overview of 2008 consumer electronics that it is growing although not as significant compare to the previous year as market demand has decreased together with the slow economy. Most consumers slow down purchasing although higher purchasing power still remains in some consumers resulting in Mitsubishi’s sales growth. In addition, less price war has been executed last year due to cost increase affecting marketing promotion cost reduction. Therefore, main purpose in 2008 would still rather be to retain market share than to increase it. “Air conditioners market demand in 2007 was at 550,000 units with 5-6% market growth while demands in 2008 would be at 590,000 units with 6-7% growth.” In 2007, the highest sales volume was air conditioners at 56% of total sales volume followed by refrigerators at 21%, electric fans at 7%, ventilating fans at 2%, water pump at 10%, and other units such as LCD projectors at 4%, respectively. “2008 revenue has been projected to grow at 7-8% or around Baht 7,650 million compared with Baht 7,100 million in 2007 with air conditioners and refrigerators as main products.” “Air conditioners market share is projected to grow from 27.2% in 2007 to 28% with 7% sales growth while refrigerating product sales is projected to grow at 7% as well retaining 23% market share from 2007. Electric fans sales is projected to grow at 4% with 25% market share while ventilating fans sales will grow at 3% with 46% market share, and water pumps sales will grow 13% at 50% market share”, said Praphon. “The new LCD Projectors products by Mitsubishi Electric has recently been launched in the market with unexpected sales growth at 20% especially during the current economic hault all Mitsubishi Electric’s sales are still continuously growing at or higher than total market growth”, added Praphon. “In 2008, the company has prepared advertising and sales promotion at Baht 700 million which will be spent part of it in music marketing strategy to emphasize Mitsubishi Electric brand as a quality brand and grasp younger group of customers who concern quality of living and health”, said Praphon. At present, there are over 400 Mitsubishi Electric sales agents around the country with 30 MEQ shops emphasizing Mitsubishi Electric merchandize to reach all levels of consumers. Anun Bunjerdtum, Director and General Manager of Mitsubishi Electric Kang-Yong Watana’s Marketing and Sales Division, explained that Music Marketing is about bringing music into Mitsubishi’s brand recognition and its image including the merchandize itself and better market penetration under the concept of “Thank you” which means thanking ones who love and care about us as Mitsubishi Electric is also the one who cares. “Key success factor is the music itself that goes between Mitsubishi Electric’s values to be offered to its consumers and at the moment I strongly believe that no one could have delivered it better than Cheewin or Boyd Kosiyabong, a quality and gentle composer with variety of music to fit all consumer groups especially of quality-conscious types as he is clearly a family oriented person who snugly fits Mitsubishi Electric’s theme”, added Anun. “In addition, this is the first time every family member of Boyd Kosiyabong has posed as the presenters as well as Mitsubishi Electric’s advertising clip under the name “Just a smile” as a quality performance of his with his oldest daughter, Deejai, to sing with him. Mitsubishi has planned to publicize the music and video clip in major media and is expected to be widely accepted.” Other than marketing strategy as Mitsubishi Electric’s highlight the air conditioning and refrigerating units currently go on sales this year also include up-to-date innovation to raise consumers’ quality of living and bang for the bucks. Its air conditioning units employ New Move Eye and Triple Plasma technologies where New Move Eye is an Infrared sensor to detect the hottest area of the room to be cooled first resulting in proper temperature across the room at reduced energy cost. Its Triple Plasma is the air cleaning system from Plasma Enzyme Filter together with static to catch dust and helps stop Flu virus including New D.S. Plasma air filtering system to reduce odor, as well as Plasma shower which cleans the system automatically by emitting ozone to clean the system and to reduce mold. For refrigerating units in 2008, the prominent product is the single-door model under 3D Hybrid design concept to blend in to the room furnishing other than C Plus system in the larger model for the vegetable compartment to retain Vitamin C and reduce bacteria to help retain freshness of food and produce. “Other than that, Mitsubishi also prepares several marketing promotion all year round including “Mitsubishi Electric VIP sale 2008” event during January 26 — February 3, 2008 at 1st Floor, Fashion Island and road show caravan to major cities around the country in Summer”, said Anun. “We are confident that music marketing strategy with Khun Boyd as our presenter will pass Mitsubishi Electric’s value to the higher level and brings about quality brand to the market with the fullest consumer’s life style”, added Anun. For more information, please contact: PRpedia Co.,Ltd. Chaiwat Simawattana / Jatupol Naknim / Patcharavadee Julotai MB: 089 811 7937 / 081 689 8245 / 085 055 1473 Office: 02 439 3837 Email: [email protected]