BrandArena: Panasonic Announces Manufacturing Base in Lagos, Partners SIM for Distribution

Tuesday 1 December 2015

Panasonic Announces Manufacturing Base in Lagos, Partners SIM for Distribution

Panasonic Marketing Middle East & Africa (PMMAF) – globally acclaimed consumer electronics brand, announced its partnership deal with SIMS Nigeria, a world class electronics and home appliances marketing/distribution company at the 2015 Dealer Convention in Lagos, Nigeria. The association aims at serving the Nigerian market with products and also to position Panasonic once again as a dominant player in the country’s electronic products market category that has become very competitive.

In a series of major developments, Panasonic also announced establishing the local manufacturing base for room Air-Conditioning and TV division in Lagos. In collaboration with “SIMS”, Panasonic has initiated the Set-Up of CKD Operations with its prime focus on Japanese Quality Systems Establishment. This step boasts the Panasonic mission to increase the focus on Africa market with localization and customer satisfaction as the key agenda. With local sales office in Nigeria, Panasonic is looking at a wider customer base and a stronger hold in the market.

After the successful establishment of CKD Operations in South Asian Markets, Panasonic Appliances Company will provide technical assistance to SIMS for setting up the Nigerian manufacturing unit. As one of the “Premium Quality” manufacturing Giants, Panasonic will focus on developing customer centric products keeping local market requirements in mind.

(L-R) Divisional Managing Director, Panasonic Appliances Company India, Mr. Hisao Yamane, Chairman SIMS Nigeria Limited, Mr Simeon Eyisi, Managing Director Panasonic Marketing Middle East and Africa FZE, Mr. Shinichi Wakita, Director SIMS Nigeria Limited, Mr. Ike Eyisi and the Country Manager, West Africa Panasonic Marketing Middle East and Africa FZE Dubai during the partnership announcement between Panasonic and SIMS at the Oriental Hotel in Lagos
Speaking during the press briefing heralding the signing of the partnership, Mr. Fab Uzor, General Manager SIMS Nigeria said, “We are excited partnering with Panasonic. Many years of operating in the Nigerian market has given us an edge in understanding the psyche of the Nigerian consumer. The Nigerian market is very competitive because of the number of brands that play here. As a business you need special skills in understanding your customers to make a head way. We have successfully done this over the years which gave us prominence in the competitive electronics market.”

He added “The Company has branches and outlets across the country. Since the commencement of operations in 1987, SIMS has grown to become one of the leading names in Electronics business in Nigeria. Our spread will also avail our consumers the opportunity of purchasing quality Panasonic brands that are backed with warranty and superb after sales services at our numerous state-of-the-art showrooms and stores. We also have arrangements where we deliver products straight to the homes and offices of the consumer.”

Mr. Shinichi Wakita – Managing Director, Panasonic Marketing Middle East & Africa (PMMAF)

Commenting on the development PMMAF’s Managing Director Mr. Shinichi Wakita expressed, “Panasonic has always delighted itself in working for the Nigerian market. We are a customer-loving brand and this market motivates us to keep going with our business philosophy hence the concept of producing ‘locally-fit’ products comes through us effortlessly. We are glad to be associating with SIMS, as it has carved a niche for itself in a highly dynamic and competitive electronics/home appliance marketing environment.”

“Our locally based AC and TV manufacturing unit reflects Panasonic’s Basic Business Philosophy of contribution to the society as it will provide various opportunities for Nigerian workforce to understand the Japanese Craft and Craftsmanship through our expert training programs. This joint venture will open new horizons for the market in terms of Job creations and knowledge elevation.” He added.

At the convention, it was announced that all the latest models of Panasonic products would be available at SIMS. The Panasonic-SIMS deal is expected to further open up the electronics market in Nigeria through niche marketing.

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