TV Manufacturers Reveal Strategies
Scaglione: We continue to introduce new technologies. But when it comes to our brand initiatives and messaging to the end user, because of the current economic conditions, there is no better time for us to go back to our roots and leverage our platform as a supplier of good quality TVs that last a long time and are a solid value. The messaging has changed as we move into the summer, with those messages speaking to an audience that's always been with us.
Perry: Our go-to-market strategy has not changed because of the economy, but has been changed in terms of just looking at our business, and where the Panasonic brand needs to go next. So we are tightening up our distribution, and working very hard to improve our ROI to dealers who buy, display and sell our products. Our goal is to improve the average margin profitability of our brand and our line, and we are making specific changes in our distribution and in our policies to improve that profitability.
We have discontinued selling dealers that were not properly positioning our brand and who were not accretive to our overall business. We have issued a new MAP policy and Internet sales policy to the marketplace, and are in the process of restructuring several of our distribution channels to insure that we better understand who we're selling and what they're doing with our brand.