In a multi-pronged assault on the consumer electronics market, Sanyo has launched into key digital product areas including LCD monitors and projectors, and MP3 players. It will retail only in Coles Myer- and Woolworths-brand stores.

Sanyo’s aggressive pricing will cause its competitors to sit up and take notice. Leading examples are its LCDXRI 37 inch (94 centimetre) LCD TV at $3499 and PLV-Z4 high-definition LCD projector at $3999. It also includes MP3 players – a 256 MB ($99) and 512 MB ($199) model.

Managing director, Bill Crichton, says Sanyo has lived up to its tag of “affordable quality” via careful distribution. “Our logic is to get the product from the factory to the shop floor as directly as we can. This takes a lot of cost out of the supply chain, hence an affordable offering to our consumers.

Our products are no different in many aspects to that of our quality brand-name competitors. What is different about Sanyo is the distribution channels we reach the market through. We do not sell our products in independent stores in this part of the world. Our two major retail trading partners in Australia are Coles Myer and Woolworths, via their brands Target, Kmart, Big W, Myer, Dick Smith and Dick Smith Powerhouse. These are the types of stores that can buy centrally. We can drop container-loads of products from our overseas factories directly into these stores.

Our products stand on their own merits and we stand by our commitment to deliver them at affordable prices.”

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