The strategy would roll out early next month with ``Digital World 2000'' exhibitions in major metros in the country where an entire line-up of products would be displayed. Simultaneously, a whole new range of products based on digital technology, as also microwave ovens would be launched.Common advertising for all products made and marketed in the country may be considered in future, though there are no firm plans yet.

The exhibitions and the launch of the new products would be coordinated by National Panasonic India Ltd (NPI), the 100 per cent marketing arm of Matsushita. ``We want to build up an image of being a manufacturer of complete range of consumer electronics products,'' National Panasonic managing director Yasuo Osaza told The Financial Express.

``We have been in the country for many years, butconsumers do not know we manufacture a wide range of products. Many consumers are unaware that brands such as National and Panasonic belong to us. They are also not aware that battery brands such as Novino and Nippo are also manufactured by us,'' he said. The Japanese company expects to rectify the position through these exhibitions.

The Digital World 2000 exhibition will open in Calcutta early October 1999 and later in the month at Delhi. In December, the 3 to 7-day exhibition will be taken to Chennai and Mumbai. Though the exhibition is being organised by NPI, the seven manufacturing outfits of Matsushita will participate in it.

He added that Matsushita has zeroed in on India as a key market after global economic indicators projected India as one of the most stable and growing markets in Asia. The advent of Chinese brands such as Konka, Haier and TCL has also jolted Matsushita into changing its strategy for the India market, he admitted. Elaborating he said: ``We are getting into an aggressive mode totake on competition from South Korean counterparts and Indian manufacturers with a more cohesive brand strategy and a new-look range of products.''

Ozasa further stated that the company wanted to be seen as quality manufacturer and to that end would be bringing in the latest technologies and focus on digital products. ``We want to be seen as number one in quality,'' he disclosed.

National Panasonic India will launch the Tau series of flat screen televisions to take on similar products such as Sony's Wega and LG's Flatron. The 25-inch and 29-inch versions would be launched next month, and the 21-inch version in December. The assembly of the 25- and 29-inch televisions would commence this month. It is also planning to launch the flat screen in a 33-inch screen size.

Other products lined up for launch are plasma televisions, the digital series of the Sophia range of televisions, a video projection system, digital versatile disk (DVD) player that would be compatible with video compact discs, and severalother hi-tech gizmos like a portable DVD player and digital movie camera. The audios range would be augmented with mini compo with VCD, mini compo with DVD and an economy model of radio cassette recorders.

The ad campaign to announce the launch of the digital products is scheduled to break next month. The company plans to step up the spend substantially, Ozasa said, without revealing any numbers.

National cases the refrigerators market

National Panasonic, the 100 per cent subsidiary of Matsushita Electric Industrial Company, is considering a foray into the refrigerators business. The product will be marketed under the `National' brandname.

National Panasonic India managing directors Yasuo Ozasa said: ``We are studying the feasibility of entering the market.'' He added that the company may consider importing the product initially from facilities overseas and then begin manufacture here. ``As a policy, we do not want to get into any product category where we cannot take up manufacturinglocally,'' he said.

Matsushita had, at one stage, attempted to negotiate a joint venture with the Dhoots of the Videocon Group to set up a facility in India. The plan was abandoned as the Indian company was interested in joint ventures for washing machines and airconditioners.

``The refrigerators market is very price competitive. We would import the product for launch here only if we are able to negotiate a good price,'' Ozasa said. He added that Matsushita was not interested in entering into third party manufacturing with any company here. Matsushita may consider establishing a refrigerator line at the washing machines facility in Pune.

Meanwhile, National Panasonic has decided to launch microwave ovensnext month.