THIS WEEK: Sanyo splits up team by sector

Electronics firm Sanyo has split its product marketing operations into two, hiring dedicated teams to push its brand into the commercial and consumer markets.

Electronics firm Sanyo has split its product marketing operations into

two, hiring dedicated teams to push its brand into the commercial and

consumer markets.



Sanyo UK Sales now consists of consumer electronics products, which

focuses on the consumer market, and a new business division. New

business is dedicated to extending the Sanyo brand into commercial

sectors with products such as Sanyo-branded microwave ovens and LCD

projectors. It will also assess how Sanyo can extend into new

technologies.



According to Peter Eldon, who becomes head of marketing for the Consumer

Electronics division, the new structure will help both distribution and

marketing of Sanyo products.



‘Although the overall objectives for the Sanyo brand are the same, it

made no sense to have the same team targeting both the commercial and

consumer sectors. In terms of distribution and marketing they are two

separate channels,’ said Eldon.



The consumer division will now be dedicated to selling Sanyo products

through high street retail chains such as Dixons.



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