Latin America. In line with the company's global strategy, from April 2022, the commercialization of Panasonic Business, in the professional camera segment in Latin America, will be centralized by the company's unit in Brazil. Previously, the production and distribution of the fronts was managed locally by each unit of the brand.
Panasonic is present in the main TV stations in Brazil and in the world and is one of the main manufacturers of PTZ cameras (Pan, Tilt and Zoom) in the world. Its products are used by great filmmakers in the industry, producers of content via streaming, event promoters of all sizes that need ease of use and optimization of labor, without losing image quality.
Since 1984, Panasonic Business has been the official audio and video sponsor of the Olympic and Paralympic Games, where its cameras are used for broadcasts of editions to date.
The Connected Solutions business, of which the Media Entertainment Business Division (MEBD) is a part, today represents 11% of Panasonic's global revenue. The reformulation of the structure seeks to optimize sales channels and expand the business and portfolios of professional cameras of the brand in the region. Even with the new operating model, Panasonic will continue to offer locally all technical support for products already marketed in the countries where it operates, ensuring all customers the service of attention, through its extensive network of authorized technical assistance.
The strategic change will be fundamental, as the executive Rodrigo Costa, Panasonic's B2B Commercial Manager for Latin America, comments: "By unifying the commercialization of professional cameras from Latin America in Panasonic in Brazil, it is possible to make operations more flexible, streamline our processes and increase the competitiveness of the brand. In addition to bringing countless improvements regarding stock availability and support provided by Panasonic."
The new operation will also have a single distributor in Latin America, Merlin Distributor, which has already worked with Panasonic in Brazil for 25 years, and will now be responsible for all commercial negotiations of the brand in the other countries of the region.
"Merlin has been a distributor of professional products for audiovisual production, broadcast, photo, film and streaming for all of Latin America, for 36 years. We already have experience in the region and in the distribution of Panasonic products, now, we are pleased to assume leadership also in the other countries where the company operates," said Edson Marion, President of Merlin Distributor.
With this panasonic structure, Merlin is positioned as a leader in its segment in distribution throughout Latin America. "We thank Panasonic for the trust, we will do our best to meet the expected objectives and meet the demand of Latin American resellers," said the company's chief financial officer, João Vitor Marchiore.
Merlin plans to establish a policy of expansion and professionalization of sales teams, which will undoubtedly result in more benefits for the brand's customers. "We are already ready, with the entire line of professional video and PTZ cameras in stock to meet the needs of Panasonic resellers and integrators," said Merlin's commercial director, Valdiney Marcelino.
Both brands join forces in this new and strategic format of operation for Latin American countries. Panasonic's local contacts will remain the same for customers and will be available to answer any questions about the day-to-day operation of the new way of operating.