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Week-end Edition - Day 2 & Day 3 - IFA International

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News Panasonic Makes Moves to Suit European Consumers The company introduces new categories to accelerate deployment of products in Europe. Maik Stahlbock, Director, Appliances Group, Panasonic Consumer Marketing Europe, explained how the company plans to take its appliance business worldwide You moved into Europe over 50 years ago. How do you plan to build on this? The Panasonic Appliance Company has a huge product and service offering with 80 different product categories and around 8,000 models. We’re introducing new categories to accelerate the deployment of products in Europe. Our strategy for the European market is to introduce products designed to suit the preferences and needs of the European consumer, continue to create unique technologies to power our product line-up and strengthen our local insight through Lifestyle Research Centres and Kitchen Culture Centres. You’ve also been increasing the number of sites and production facilities outside of Japan. This is so that products can be produced locally in countries such as Vietnam, India and Brazil. What are the key new products on show at IFA? The latest edition to our Breakfast Series, a personalisable espresso machine, male and female beauty products and washing machines, to name just a few. We identified that real coffee lovers have very specific requirements when it comes to their cup of coffee so we wanted to bring an espresso machine to the market to which people could input their own personal requirements. It’s also an elegant machine and the user gets all the benefits of a large espresso machine but in a small compact form that suits the European kitchen. One of your star products here is the men’s shaver. We’ve seen a big trend appear, particularly in Europe, of male grooming and men taking more care of themselves. This trend is particularly visible in the younger generation and, in response to this, we developed our Milano series, which comprises of a shaver, beard and hair trimmer and a body shaver. Our new Maik Stahlbock Director, Appliances Group, Panasonic Consumer Marketing Europe. five-blade shaver is primarily aimed at consumers who expect a gentle shave but are not willing to compromise on the final result. Hall 5.2 Stand 101 IFA International • Saturday 7 th & Sunday 8 th September 2013 19

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