Get a lifestyle says Panasonic

Special Feature: The Female Market

Panasonic digital still camera product manager Tanya Mudge says the company's compact range is all about lifestyle features.

Photo & Imaging News - what are the current trends in consumer preferences for camera products - in terms of age and sex (family status) of buyers of various formats and models?

The increasing range of products available for consumers has naturally meant that today's digital still cameras are now more suited to the needs of various members of a household. Cosmetically, vibrant colours and an emphasis on stylish design have created a wider appeal. 'Lifestyle' design features such as 'ruggedised' digital cameras and handy, everyday features such as intelligent auto and AVCHD Lite high definition recording have meant that consumers can carry their camera everywhere and capture more moments than ever before.

The number of digital still cameras sold in the Australian market has consistently exceeded two million units for a number of years, which suggests the number of cameras in each Australian household has increased.

Does Panasonic adopt a 'female skew' in its any of its marketing promotional strategies for DI products?

Lumix by Panasonic has a range of products that suits any lifestyle - from the TZ traveller series to the FT1 Tough digital still camera, the ultra-stylish FP series and the everyday FS series. The LUMIX range has something for everyone, focusing on lifestyle segments and user's priorities.

How important is Mothers' Day as a sales period for Lumix cameras?

Family events and special occasions that bring the family together always spark interest in photography as families want to capture these special moments together. As a result, Mother's Day plays a significant part of the LUMIX calendar. In 2009, the newly-launched Tough LUMIX FT1 proved to be a successful product around the Mother's Day period. Users found huge appeal in the convenience of AVCHD Lite High Def video as well as the 'family proof' features of 1.5m drop proof and 3.0m waterproof.

Which features and benefits of Panasonic digital imaging products are most appealing to women?

Ease of use and versatile functionality are important for many users, and women are no exception. The LUMIX range offers a full suite of intelligent features that work harmoniously to deliver great results every time. AVCHD Lite recording adds a new dimension to capturing special moments, without fuss. The LUMIX range has many products and styles (as mentioned above) to suit a range of personal preferences and needs.