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Preview Edition - IFA International

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spotlight on Europe

spotlight on Europe Region Beauty Is More Than Skin Deep Beurer will be demonstrating its rapidly expanding range of beauty products at IFA 2012 “We now offer the Elle by Beurer range of products, where they bring the expertise in beauty care and we have the manufacturing and design experience...” Georg Walkenbach Managing Director, Beurer German health and well-being specialist Beurer’s range of products is evolving rapidly. For the past two years, the company’s booth mainly featured massage chairs, but Managing Director Georg Walkenbach says that is going to change this year… [Interview by Richard Barnes ] Coming from the health and well-being segment, we already had some beauty products that we started manufacturing two years ago, such as pedicure and manicure products and foot spas. Since then, we further developed in the beauty area, as it’s a logical way of extending our range of products. But because the company is based in Ulm, which, while it is known for many fine products, is not renowned in the beauty area, we also wanted to create a strategic liaison, and what could be better than Elle magazine? So we now offer the Elle by Beurer range of products, where they bring the expertise in beauty care and we have the manufacturing and design experience. That way, we make products that look good and that also really work. What is different about your products compared to the similar ones coming out of Japan and Korea? We offer unique design and also solutions that are not yet offered by established brands. For example, we make a device that really opens the pores of the skin for facial treatments, and I think we are the first company to introduce this for consumers, because normally it’s only available to professionals. Also our ultrasonic facial care devices which work with deep-penetrating cream are unique, but it’s true that there are important trends coming out of Japan, especially in this area. This is a new area for you in terms of marketing. What kinds of channels are you working with? Our base is always the traditional retailers, but also the mass market chain stores and Amazon. However we remain focused on traditional retail. How important is IFA to Beurer? It’s where everything happens. It's an absolute must, and it gets more important every year as it becomes ever more international. There are still buyers from European territories who wonder whether they should come or not, and this shouldn’t even be a question. The fact that there is the IFA International magazine is very important because I believe the magazine helps to spread the word about IFA to people who don’t realise just how international it has become. Hall 4.1 Stand 205 38

Green Page Sustainability as a Goal Panasonic’s Green initiatives pay off in enhanced brand equity The Global, Socially Conscious Consumer Around the world, companies have invested time, talent and treasure in social and environmental efforts for a range of complementary reasons. For many companies, cause marketing—the use of social and environmental efforts to build a brand and increase profits—has been a secondary if not primary motivation. Cause marketing won’t work with all customer segments—some simply don’t care—but research suggests that there is a segment of socially conscious consumers that cause marketers should pay attention to. But who are these socially conscious consumers? What causes are most important to them? What’s the best way to reach them? New findings from a Nielsen survey of more than 28,000 online respondents from 56 countries around the world provide fresh insights to help businesses better understand the right audience for cause marketers, which programs resonate most strongly with this audience, and what marketing methods may be most effective in reaching these consumers. In 2010 Panasonic launched its Environmental Action Plan, with the aim of being the number one Green company by 2018. Pamela Fandel, General Manager Eco/CSR Promotion and Production Support Office, tells IFA International what the latest progress is… [ Interview by Richard Barnes ] When the initiative was launched, we put into place four Key Performance Indicators in order to measure global excellence. Contribution to reducing CO 2 emissions, resource recycling, the size of our energy business and the percentage of sales for ecoconscious products. And the “If you carry out Green initiatives properly, there’s profit to be made in managing waste” latest figures are extremely encouraging, because at the end of the last fiscal year we contributed to reduce 40.37 million tons of CO 2 throughout our products and production processes, which is slightly more than a third of our overall aim of 120 million tons by 2018. As for recycled resources used, our objective is to have a ratio of total recycled resources used to total resources used of more than 16% and we're at 14.7% already. In terms of manufacturing waste, the stated aim is to reduce the final disposal to 0.5%, and in Europe we are there because our factories now recycle 99.49%. What have been the financial benefits and positive effects in terms of consumer awareness? If you carry out Green initiatives properly, there’s profit to be made in waste management, and of course that’s something that resonates very well here with our management team. And in terms of our customers, we are seeing clear and quantifiable benefits from our ecological initiatives since we moved up four places to sixth in the latest Interbrand chart. What are the greenest products Panasonic currently produces? The majority of our LED LCD TV lineup is A+ rated which is extremely good in the industry, and possibly unique. There are our HIT solar panels, the LED lighting and storage batteries, and we now have a concept car using Panasonic lithium ion batteries. We also announced in June that we are going to start mass-producing a lithium ion storage battery for European homes. This move comes after we teamed up with German company E3DC who installed the batteries in some homes to test them. The reason why they’re specifically for the European market is that the utilities and voltages are very different to those of Asia so they needed to be built specifically. How is the integration of Sanyo and Panasonic going? It’s progressing very well, but it’s a long process involving around 330,000 employees, so we are nowhere near finished yet. One very significant area currently is that Sanyo has huge expertise in solar panels and lithium ion batteries, which plays an important role in Panasonic’s overall Green initiatives. And in fact going back in time, the two companies have a long history of co-operation and were founded by members of two families who were related by marriage. Pamela Fandel General Manager Eco/CSR Promotion and Production Support Office Panasonic What progress has been made in Panasonic’s fuel cell development? It’s moving along rapidly thanks to the fact that we now have an R&D centre close to Frankfurt, and we’ve just opened another in Cardiff, Wales, so we have significantly enhanced the capacity for testing the composition of gasses in order to make them more efficient and, of course, greener! Hall 5.2 Stand 101 www.ifa-international.org IFA International • Monday 27 th August 2012 39

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