The repositioning, which has been developed by Panasonic Europe's digital agency de-construct, concentrates on the interactive capability of the internet by allowing consumers to gain a more realistic feel for its products before buying them on the high street.
"Our aim is to significantly improve the user experience and become the benchmark for consumer electronics online," said Suk Bhupal, Panasonic's manager for European internet activity.
The online strategy, which will apply to all Panasonic's national sales companies in Europe, fits with Panasonic's positioning of focusing heavily on its innovative products.
Each market will be responsible for implementing de-construct's internet strategy and enhancing the offering with localised content.
Panasonic plans extensive advertising and promotion through other media to support the web revamp, using the 'Ideas for life' strapline introduced last year. The online brand guidelines will be used to integrate all brand communications.
The overhaul of its internet presence will see Panasonic take on Sony, which has been hit in recent months by the proliferation of cheap electronic goods such as DVD players and TVs.
In 2003, Panasonic had more than 23 million hits on its web sites in Europe. As take-up of broadband increases, the company plans to boost its range of interactive services.
Sony is striving to reverse its decline with a rescue plan, which has seen 20,000 jobs cut and several new product innovations. These include Qualia, a premium range set to launch in the UK this year (Marketing, March 11).
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