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