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[MEDIA REPORT]

EXTREMA FACTORY INAUGURATION SEPTEMBER / 2012


[ Media Report ] – Extrema Factory Inauguration

Publication: Brasil Econômico Circulation (frequency): Newspaper – 50,000 (daily) Publishing Date: 2012/09/13 Ad Value: $50.907,00 Headline: Panasonic goes for 10% of the white goods market Full Translation of the article The new Factory which cost R$200 million in investments, is the first one outside Asia to produce refrigerators and washing machines The Panasonic inaugurated yesterday, in Extrema, a city of the State of Minas Gerais, its first white goods factory outside of Asia. The unit, which is the company’s third factory in Brazil, has begun working with the production of a line of refrigerators. "Together with our cameras and televisions, the new products will help us to be recognized as a reference in electronics in general in Brazil", said Hirotaka Murakami, president of Panasonic in the country. In 2013, washing machines also will begin to be made in Minas Gerais. The items manufactured in Extrema will not be equal to those imported. "All products that are made here were designed according to the needs and desires of the Brazilian consumer", said Murakami. Quieter operation and shelves which are easier to clean are among the adaptations, in addition to a freezing system that allows for greater preservation of foods. "We even though of the way that Brazilians like to drink beer", says the executive. To reach this format, the company said that tests were conducted with 500 consumers for two years. The choice of Extrema to host the new unit is related to logistics facilities in the region. "We are right on Fernão Dias and very close to Dutra", says João Daniel, industrial director. With this, the company can efficiently meet all the states in the South and Southeast. The construction of the industrial park demanded investments of R$200 million. The company's goal is that the return of this investment happens until 2015. At first, the unit will be devoted exclusively to the manufacture of refrigerators and washing machines, which should hit the market in April 2013. From the debut of local production, Panasonic aims to increase over 500% in sales in these two sectors in which it operates only with imported products. Therefore, it is expected to reach 10% market share in both categories by 2015. In 2013, the expectation is that the Extrema factory manufactures about 130 thousand items. The productive capacity, which should be achieved in three years, is 500 thousand refrigerators and 300.000 washing machines.

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[ Media Report ] – Extrema Factory Inauguration

Panasonic plans to launch 36 new white goods products by the end of next year. "We will focus on the price ranges whose sales grow more", says Sergei Epof, Manager of White Goods of the company in the country. To achieve production targets and market share in the new lines, the company prepares an aggressive marketing plan, which will include all types of media. "We have not completed the planning yet, but everything indicates that we will have to double our budget this year to make the disclosure as the new line deserves", says Renata Assis, Marketing Manager. The poster girl will be the TV host Fernanda Lima.

Info graphic Location: Extrema - MG INVESTMENT - R$200 Million PRODUCTS – Refrigerators and Washing Machines EMPLOYEES – 400 THE INDUSTRY: White Goods’ Market SALES* - R$ 11.1 Billion GROWTH – 13.6% Source: company and GfK *First Semester of 2012

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[ Media Report ] – Extrema Factory Inauguration

Highlight on the cover

O N T H E C O V E R

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[ Media Report ] – Extrema Factory Inauguration

Publication: DCI Circulation (frequency): Newspaper – 45,000 (five times a week) Publishing Date: 2012/09/14 Ad Value: $10.017,00 Headline: Panasonic launches factory of white goods and wants the C class Full Translation of the article SÃO PAULO - The Japanese maker of electronics Panasonic inaugurated today its first appliances factory in Latin America in Extrema (MG). The Japanese maker of electronics Panasonic inaugurated today its first appliances factory in Latin America in Extrema (MG). The unit is already producing refrigerators and in April 2013 it will start to manufacture washing machines. The company is also studying the nationalization of the production of air conditioners. With the entry into the white goods industry, the company expands its target public to the emerging middle class, which in the future should change and be extended to products of brown goods. With an investment of R$200 million on a built area of 46 thousand square meters, which will create 400 jobs, Panasonic plans to produce 500.000 refrigerators and 300.000 washing machines in three years. "In refrigerators, the production will be 30 million units this year, 130.000 in 2013, reaching 350.000 in the following year. The installed capacity is for these units, but it is possible to expand it, since the total plant area is 170 thousand square meters", says the operational director of the plant, João Daniel. The return on the investment is expected for 2015, says the executive. By the end of 2013, the manufacturer plans to market 36 new white goods, including refrigerators, washing machines and microwaves - these ones, manufactured in Manaus (AM). Since the basis for comparison is small, the projected growth of the company's sales for 2013, compared to 2012, is 590% in refrigerators and 550% in washing machines. "We want to achieve a 10% market share in both categories by 2015", says White Goods Product Manager, Sergei Epof. The production of the company in Extrema starts with the NR-BB51P refrigerator, which has 423 liters capacity and power consumption 33% less than the minimum required for obtaining the A efficiency seal. The product comes to market with values ranging from R$ 2.890 for white finish and $ R$ 3.090 for brushed steel. The NR-BB51P belongs to the Frost Free category, the

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[ Media Report ] – Extrema Factory Inauguration

most sophisticated among refrigerators available in the domestic market. "This is the fastest growing segment in the country, surpassing the one door refrigerators and those without automatic defrost", says the manager. According to him, by the end of 2013, Panasonic's products will cover four price ranges from R$1.799 to over R$2.600, which corresponds to 40% of the Brazilian market. About 26% of the final cost of a NR-BB51P is of imported components. "This share can fluctuate against the currency exchange, but 20% will always be imported," says Appliances Operational Director. This is because the compressor, considered the "heart" of the refrigerator, is brought from abroad, from a company’s plant in Singapore. "Brazil is nowadays the world's largest manufacturer of compressors, but the technology we are bringing does not exist here", he says, referring to the ability of the Panasonic equipment to change the rotation in order to save energy, regulated by a computer which studies the consumer’s habits. Another competitive advantage of the company's production process, explains Daniel. According to him, the injection of foam in the refrigerator (which uses R600A gas replacing the harmful CFC), a process that sets the speed of the entire production line in the new plant is made in three minutes. "This results in production time today of one hour and 15 minutes, which will be reduced to 40 minutes, from 30% to 40% faster than the competition" he says. Developed in Brazil, the processes have gone through consumer research sites. "In addition to the usage habits of refrigerators and washing machines, we also studied the air conditioners", says Epof, and confirms that this may be a next step in the nationalization of the company’s production of white goods, which now imports washing machines, rice cookers and air conditioners. According to the manager, the wide range of appliances to be presented in the coming years shows a company’s search for new classes of consumption in the country. "There are also projects to reach the C Class with the brown goods line, and then it is a general plan of the company," says the executive. The president of Panasonic do Brasil, Hirotaka Murakami, says the crisis through which the Japanese company is going through in its country of origin and in mature markets does not affect Brazil. "The company decided to invest more in high-growth markets, like Brazil", said Murakami. According to him, on account of the change in the global scenario, Brazil and other emerging markets will be the main driver of growth in Japan in the coming years. "In 2012, we 6


[ Media Report ] – Extrema Factory Inauguration

expect emerging grow between 30% and 40% over last year", projects the president.

Highlight on the cover

O N T H E C O V E R

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[ Media Report ] – Extrema Factory Inauguration

Published On Its Website (the same article) Publishing Date: 2012/09/13 Ad Value: $2.520,00

http://www.dci.com.br/industria/panasonic-inaugura-fabrica-de-linhabranca-e-quer-a-classe-c--id311311.html

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[ Media Report ] – Extrema Factory Inauguration

Publication: IG Economia Circulation (frequency): Website Publishing Date: 2012/09/13 Ad Value: $2.393,00 Headline: Panasonic invests $ 200 million to start producing refrigerators in Brazil Full Translation of the article Factory inaugurated on Wednesday in Extrema (MG) will have the capacity to make 500.000 refrigerators per year, and 300.000 washing machines On Wednesday (12), Panasonic opened its first white goods factory in Brazil. Located in Extrema, southern Minas Gerais, the unit corresponds to an investment of R$200 million. The company already has two other factories in the country: one in São José dos Campos (SP) and another and Manaus (AM). Until now, only smaller electronics like cameras, TVs and batteries were produced here. Mainly refrigerators, microwaves and washing machines will be produced in Extrema. The company's goal is to reach 10% of domestic market share of refrigerators and washing machines, that’s why the new plant will expand its production capacity after the start of operation. "It will depend on market demand, we are optimistic about the growth of class C in recent years. But we already have the capacity to produce 500.000 refrigerators", says Hirotaka Murakami, president of Panasonic do Brasil. The factory covers an area of 170 thousand square meters, but with only 47 thousand square meters built. The Extrema unit is part of Eco Ideas Policy from Panasonic. During the production process, there will be reuse of rainwater, recycling of discarded materials and reduction in CO2 emissions. "We aim to be the number one in green technology of the electronics industry by 2018", says Sergei Epof, White Goods Products Manager in Brazil. The green plants appear to be a hit in Brazil, many companies are investing in environmentally friendly processes with the certainty that the return will come, and it will be quick. Besides the economy during production (in Extrema, for example, water consumption will be 30% lower and the energy savings will be 20%), sustainability is winning consumers. According to Renata Assis, brand manager for Panasonic, 49% of consumers consider important to have ecological concern in enterprises and 72% believe that the environment is more important than the economy.

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[ Media Report ] – Extrema Factory Inauguration

The main product of the unit will be the NR-BB51P refrigerator, the first of the company to be fully produced in Brazil. "Technology is Japanese, but the project was based on the Brazilian consumer", says Epof. It is already on sale next month and will cost from R$2.899 to R$3.099. In the Brazilian market, Panasonic participates with products of higher added value. By 2015, 36 white goods products will be produced in Extrema. For now, only 30 thousand units of NR-BB51P will be produced, but in three years, Panasonic expects to reach 500.000 refrigerators and 300.000 washing machines, this is also the deadline to get full return on investment. Panasonic is a world leader in electronics manufacturing; last year net sales totaled 7.8 billion yen.

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http://economia.ig.com.br/empresas/2012-09-12/panasonic-investe-r-200-milhoes-paracomecar-a-produzir-geladeiras-no-brasil.html

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Publication: IG Economia Circulation (frequency): Website Publishing Date: 2012/09/13 Ad Value: $962,00 Headline: Panasonic refrigerator produced in Brazil learns consumer habits Full Translation of The Artcicle First to be produced in Brazil, the model promises up to 30% reduction in energy consumption and adjustments made to the country, as compartments for pizza and 2.5 liters bottles. The first refrigerator to be fully produced in Brazil by Panasonic is not cheap. The company decided to act in the Brazilian market betting in products with higher added value and a suggested price of at least R$2.899 for the parts with white finish. If the customer prefers stainless steel, the figures rises to R$3.099. What justifies the values close to those of imported products? According to the group of entrepreneurs, the "econavi" and "reverse" technologies are innovations which are worth the price. The smart sensor "econavi" monitors the door’s activity, the internal and external temperatures and light conditions of the environment. On the other hand, the "reverse" compressor changes its speed and optimizes the operation of the appliance, reducing energy expenditure when necessary. In summary, the fridge learns at what time of day the owner sleeps and how he uses it uses when he is awake and automatically adjusts itself to these habits. In the end, Panasonic says the device works only with 40Kwh per month, 30% lower consumption than that of a common refrigerator of the same capacity. "In the first three weeks, the product is learning the consumption habits of the buyer and every five weeks, it starts the process again", says João Carlos Daniel, Operational Manager of Panasonic's new factory in Extrema (MG) that since September 5 is already producing the NR-BB51P. The company is clearly trying to extend its brand in Brazil, because until recently only televisions, cameras, microwaves and other smaller electronics were manufactured here. “Will it work? Panasonic is known for selling VCRs, televisions, and the new product defies much of what she was already doing in the market", says Marcos Hiller, coordinator of Marketing MBA, consumption and online media of Trevisan Escola de Negócios. "I do not see a successful refrigerator in sales." In addition, to promote the new product, Panasonic chose the model Fernanda Lima, which for Hiller demonstrates a lack of consistency in brand building. "Despite being a highly technological product, retail success is not guaranteed",

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he says. "They just picked a girl that is on the spotlight, I do not believe that it is a very good alignment, it needs a more aggressive marketing strategy". With an eye on Brazil The model is not only the first of the company to be fully produced in Brazil, but also the first to be designed based on the Brazilian consumers. "All changes like the special compartments and their location were suggestions from our consumers here", says Sergei Epof, White Goods Product Manager. Space for 2.5 liter bottles, compartment for pizza boxes and place with extra cooling for meats and cans are some of the Brazilian suggestions contained in the final product. In addition, the refrigerator that has the capacity for 423 liters also presents the freezer on the bottom, unlike most fridge models where it sits on top. "The freezer door opens only 30% of the time we use the refrigerator, it does not need to be the most accessible", says Epof. The model also promises to be 19% quieter than its competitors, also bringing bio desodorizer system that eliminates bacteria and odor. For now, only 80 units are produced per day in the factory of Extrema. In March, the number will rise to 350 and in 2013, the company expects to achieve an average of 500.000 pieces per year. "In three years, we expect an increase of 590% in our sales, driven by this new product", said Hirotaka Murakami, president at Panasonic in Brazil.

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http://economia.ig.com.br/empresas/2012-09-19/refrigerador-dapanasonic-produzido-no-brasil-aprende-habitos-do-consumidor.html 14


[ Media Report ] – Extrema Factory Inauguration

Publication: Estado de Minas Circulation (frequency): Website Publishing Date: 2012/09/13 Ad Value: $1.774,00 Headline: Panasonic's new plant in southern of Minas will generate 400 direct jobs Full translation of the article The Governor attended the inauguration of the first company's refrigerator plant in Brazil, which received investments of R$ 200 million It was officially opened on Wednesday first factory exclusive for white goods (refrigerators, washing machines, stoves and microwaves) from Panasonic in Brazil, in Extrema, southern Minas. With investments of R$ 200 million, the industrial plant has an area of 170 thousand square meters and will generate approximately 400 direct jobs. The first product to be manufactured in Extrema is the NR-BB51P refrigerator (with a capacity of 423 liters) with technologies that reduce energy consumption, and that will be in stores starting in October. Next year, Panasonic should start producing washing machines. Steel and Technology The governor Antonio Anastasia said in his speech during the inauguration, that the Japanese multinational's factory reflects the great effort of the State Government to add value to traditional products such as iron ore and steel, so that miners have more quality jobs. "Today, we have iron ore transformed into steel and used on the white goods line, as also happens in the automotive industry in the metropolitan region of Belo Horizonte, in the manufacture of helicopters, in Itajubá, in locomotives, in Sete Lagoas, and many others industries. This is the great effort of our government: allow Minas Gerais to have an increasingly competitive economy, adding value to products. This Panasonic factory in Extrema reflects like no other, our great effort, because here we have technology, quality jobs, the complete supply chain”, said the governor. Antonio Anastasia was received by CEO of Panasonic Corporation for Latin America, Hidetsugu Uji, by the President of Panasonic do Brasil, Hirotaka Murakami, and the vice president of the company, Ichiu Shinohara. Together they visited the production line. 15


[ Media Report ] – Extrema Factory Inauguration

The governor of Minas reminded that the date of inauguration of Panasonic is a festive day for Minas Gerais, because September 12 is the birth anniversary of President Juscelino Kubitschek de Oliveira (1902-1976). "JK was a man ahead of his time, because in five years, he was able to accomplish a vigorous process of internalization of industrialization and development in Brazil. I'm sure if he were alive would applaud this Panasonic factory", said Anastasia. Sustainable Factory The CEO of Panasonic Corporation for Latin America, Hidetsugu Uji, said the Extrema plant was built within the Eco Ideas concept, which aims to minimize the impact of production on the environment. Thanks to this state of the art technology, it will be possible, for example, reduce the emission of carbon monoxide (CO²), reuse the rainwater in the production process and recycle nearly 100% of the material used in the production. "In 2018, when the conglomerate will complete its first centenary, we have the goal of becoming the number 1 in green innovation in the electronics industry", said the director. At the closing ceremony, Anastasia attended the Japanese ceremony of Kagami Wari (open the mirror), which is held in the traditional festivities in order to bring good fortune, prosperity, happiness and success. The guests, including the Deputy Governor Alberto Pinto Coelho, Secretary of State Development, Dorothea Werneck, and President of Indi, José Frederico Alvares, received a hammer (kizuchi) and broke the lid of a wooden barrel (Taru) full of sake, for a toast. About Panasonic This is the third company's plant in Brazil, which already operates in Manaus (AM) - brown goods (TVs, cameras, camcorders) and microwaves - and São José dos Campos (SP) - batteries. The branch belongs to Panasonic Corporation, current name of the Japanese group Matsushita Electric Industrial Co. Ltd., world leader in development and manufacture of electronic products. This conglomerate began in 1918 with Konosuke Matsushita.

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http://www.em.com.br/app/noticia/economia/2012/09/12/internas_economi a,317111/nova-fabrica-da-panasonic-no-sul-de-minas-vai-gerar-400empregos-diretos.shtml

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Publication: G1 Circulation (frequency): Website Publishing Date: 2012/09/13 Ad Value: $1.197,00 Headline: Panasonic launches home appliances factory in Extrema, MG Full article translation The city meets the requirements for the industry installation. New investment will generate approximately 400 direct job opportunities. On Wednesday (12), Panasonic launched its first home appliance factory in Brazil, in Extrema (MG). The factory will be responsible for manufacturing refrigerators and washers and will create approximately 400 direct job opportunities. The company has already started the production of refrigerators and in April 2013 will begin producing washing machines. Approximately R$ 200 million were invested. The city’s location with just over 28 thousand residents was fundamental for the installation of the company. "We are very close to major consumer centers including São Paulo, Belo Horizonte and Rio de Janeiro, so it's easy to drain the production. Furthermore, we found in the South of Minas a well developed and well established park of suppliers. This is very important for the logistics of the factory”, says the company's director, João Daniel. Extrema has received this year alone, about R$80 million in investments with the coming of industries to the town. Altogether, about 720 direct job opportunities will be generated. Other Cities This year, other cities in the region also attracted investments. Over R$64 million was invested in Campo Belo (MG) by a company of extraction and marketing of lime, creating 370 jobs. In Ingaí, a dairy company invested over R$3.5 million with 40 direct jobs.

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http://g1.globo.com/mg/sul-de-minas/noticia/2012/09/panasonic-inaugurafabrica-de-eletrodomesticos-em-extrema-mg.html 19


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Publication: IstoÉ Dinheiro Online Circulation (frequency): Website Publishing Date: 2012/09/13 Ad Value: $843,00 Headline: Fernanda Lima is the new poster girl of Panasonic Full Article Translation Panasonic announced on Wednesday 12th, that the model and TV host Fernanda Lima will be the new ambassador of Eco Ideas for the Japanese giant in Brazil. The announcement will be made during the inauguration of the new plant in the country, in Extrema, southern of Minas Gerais. It will be the third Panasonic’s manufacturing plant in Brazil - the others are in Manaus (TVs, some models of audio and video and digital cameras), and São José dos Campos (batteries and parts and pieces of microwave). The factory in Extrema will produce white goods appliances - refrigerators and washing machines. The total investment was R$200 million and will generate 400 direct jobs. In the campaign that will air with Fernanda Lima, Panasonic will explore the theme of environmentally friendly products that use less energy. The factory in Extrema, for example, is all focused on environmentally friendly.

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http://guilhermebarros.istoedinheiro.com.br/2012/09/12/fernanda-limasera-a-nova-garota-propaganda-da-panasonic/

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Publication: Estado de Minas Circulation (frequency): Newspaper Publishing Date: 2012/09/13 Ad Value: Headline: Investments beyond the crisis Gist of the article: Was opened yesterday the new Panasonic factory of white goods in Extrema, its first of the segment. With resources of $ 200 million, the factory starts offering refrigerators in October and after, washing machines. In Extreme, southern state, Panasonic´s plant occupies an area of 170 square meters and will employ 400 workers. The first line of products the factory is enabled refrigerators with a capacity of 423 liters and technology that reduces the need for energy consumption. During the inauguration, the general director of Panasonic Corporation for Latin America, Hidetsugu Uji, said the factory fulfilled a program to reduce impacts on the environment, also with reduction of carbon footprint and recycle most of the materials used in the production process.

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Publication: Caminhando Junto Circulation (frequency): Website Publishing Date: 2012/09/13 Ad Value: $2.520,00 Headline: Panasonic inaugurates factory in Extrema Gist of the article: The first unit of Panasonic in southern of Minas Gerais, the third in Brazil, received investments of R$ 200 million and generated 400 direct jobs. The plant was run for 13 cities. Until now, only smaller electronics like cameras, TVs and batteries were produced here. In Extrema, the factory will produce refrigerators, microwaves and washing machines. The company's goal is to reach 10 percent of domestic market share of refrigerators and washers, so the new plant will expand its production capacity after the start of operation. "It will depend on market demand, we are optimistic about the growth of class C in recent years. But we already have the capacity to produce 500,000 coolers ", says Hirotaka Murakami, president of Panasonic Brazil. By 2015, 36 products will be produced in Extrema. For now, they will produce only 30 thousand units of NR-BB51P, but in three years Panasonic expects to reach 500,000 refrigerators and 300,000 washing machines, this is also the deadline to get full return on investment. Panasonic is a world leader in electronics manufacturing, last year net sales totaled 7.8 billion yen.

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http://www.caminhandojunto.com.br/2012/09/panasonic-inaugura-fabricadeextrema.html?utm_source=feedburner&utm_medium=feed&utm_campaig n=Feed:+CaminhandoJunto+%28Caminhando+Junto%29 25


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Publication: Câmara de Comércio do Japão Circulation (frequency): Website Publishing Date: 2012/09/13 Ad Value: $1.014,00 Headline: Panasonic's new plant in southern of Minas will generate 400 direct jobs Gist of the article: Was opened yesterday a new factory of Panasonic´white line in Extrema, the first line of productive mining segment. With resources of $ 200 million, the factory starts offering refrigerators in October and after, washing machines. In Extreme, southern state, Panasonic´s plant occupies an area of 170 square meters and will employ 400 workers. The first line of products the factory is enabled refrigerators with a capacity of 423 liters and technology that reduces the need for energy consumption. During the inauguration, the general director of Panasonic Corporation for Latin America, Hidetsugu Uji, said the factory fulfilled a program to reduce impacts on the environment, also with reduction of carbon footprint and recycle most of the materials used in the production process. *Replicated from the Estado de Minas Newspaper

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http://pt.camaradojapao.org.br/camara-em-acao/topicos/?materia=21731 27


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Publication: Eco Finanças Circulation (frequency): Website Publishing Date: 2012/09/13 Ad Value: $1.440,00 Headline: Panasonic inaugurates factory and wants the C class

Gist of the article: Panasonic inaugurated its first plant of appliances in Latin America in Extrema (MG). The unit is already producing refrigerators and in April 2013 starts to manufacture washing machines. The company is also studying the nationalization of the production of air conditioners. With the entry into the white line, the company expands its audience to the emerging middle class, that should change in the future be extended to products of brown line. With an investment of $ 200 million in a built up area of 46 000 m2, which will create 400 jobs, Panasonic plans will produce 500,000 refrigerators and 300,000 washing machines in three years. "In refrigerators, the production will be 30 million units this year, 130,000 in 2013, reaching 350,000 in the following year", said the director of the plant operating, João Daniel. The return on investment is expected for 2015, says the executive. Developed in Brazil, the processes gone through consumer research needs. He confirms that this may be a next step in the nationalization of the production of white line, which now imports washing machines, rice cookers and air conditioners. The president of Brazil's Panasonic, Hirotaka Murakami said the crisis through which passes the Japanese company in its country of origin and in mature markets does not affect Brazil. "The company decided to invest more in high-growth markets, like Brazil," said Murakami. According to him, on account of change in the global scenario, Brazil and other emerging markets will be the main driver of growth in Japan in the coming years. "In 2012, we expect emerging grow between 30% and 40% over last year," designed the president. *Replicated from the DCI Newspaper

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http://www.ecofinancas.com/noticias/panasonic-inaugura-fabrica-linhabranca-classe-c 29


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Publication: Carta Capital Circulation (frequency): Magazine Publishing Date: 2012/09/17 Ad Value: $16.365,00 Headline: Well-equipped kitchen Gist of the article: Tax incentives for manufacturers of refrigerators, stoves and washing machines have led companies in the industry to raise the stakes in domestic market, after a phase of bumps and reduced profits. The change can be perceived by launches and investments announced in recent weeks. There was a price drop in the group of electronic devices of 6.7% in the last 12 months, one reason for the acceleration of consumption. Panasonic that mattered since 2011 to sell refrigerators in Brazil, inaugurated on Wednesday (12) its first factory of refrigerators and washing machines in Extrema (MG), an investment of $200 million that leverages the tax incentives offered by the city mine, located on the border with the state of São Paulo. The unit is the third Japanese brand in the country and its first product, a refrigerator that will start to be commercialized on October. The intention is to achieve 10% of market share. "The import of white line tends to fall in Brazil, because companies realize that today is easier invest here than importing" says Lourival Kiçula, president of Eletros, the association of the sector's industries in Brazil.

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Publication: Gazeta da Cidade Circulation (frequency): Website Publishing Date: 2012/09/17 Ad Value: $2.016,00 Headline: Panasonic opens a factory in Extrema Gist of the article: Panasonic, the Japanese multinational inaugurated in Extrema, on the afternoon of Wednesday, March 12, its first white line factory in Brazil. The plant represents an investment of $200 million, primarily for the production of refrigerators and washing machines, with an ecologically sustainable production system called “Green Factory”. The new suit of Panasonic in Extrema has an area of 170 thousand square meters, with 47 thousand square meters, and will generate approximately 400 direct jobs. Attended the inauguration: the governor of Minas Gerais, Antonio Anastasia, the Federal Deputy Alberto Pinto Coelho, Minister Luiz Fernando Furlan, Congressman Rodrigo de Castro, Deputy Dalmo Ribeiro, the Secretary of State Development, Dorothea Werneck, and senior representatives from Panasonic, authorities, including the General Consul of Japan in Rio de Janeiro, Masaru Watanabe, the president of the Japanese Chamber of Commerce and Industry in Brazil, Masaki Kondo.

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http://www.gazetadacidade.com/cotidiano/panasonic-inaugura-fabrica-emextrema/ 34


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Publication: Data Mark Circulation (frequency): Website Publishing Date: 2012/09/13 Ad Value: $1.363,00 Headline: Panasonic invests $ 200 million to start producing refrigerators in Brazil Gist of the article: On Wednesday (12), Panasonic opened its first white goods factory in Brazil. Located in Extrema, southern Minas Gerais, the unit corresponds to an investment of R$200 million. The company already has two other factories in the country: one in São José dos Campos (SP) and another and Manaus (AM). Until now, only smaller electronics like cameras, TVs and batteries were produced here. Mainly refrigerators, microwaves and washing machines will be produced in Extrema. The company's goal is to reach 10% of domestic market share of refrigerators and washing machines, that’s why the new plant will expand its production capacity after the start of operation. "It will depend on market demand, we are optimistic about the growth of class C in recent years. But we already have the capacity to produce 500.000 refrigerators", says Hirotaka Murakami, president of Panasonic do Brasil.

*Replicated from the Website IG Economia

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http://www.datamark.com.br/noticias/2012/9/panasonic-investe-r-200milhoes-para-comecar-a-produzir-geladeiras-no-brasil-132713/

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Publication: Invest Max Circulation (frequency): Website Publishing Date: 2012/09/13 Ad Value: $592,00 Headline: Panasonic invests $ 200 million to start producing refrigerators in Brazil Gist of the article: On Wednesday (12), Panasonic opened its first white goods factory in Brazil. Located in Extrema, southern Minas Gerais, the unit corresponds to an investment of R$200 million. The company already has two other factories in the country: one in São José dos Campos (SP) and another and Manaus (AM). Until now, only smaller electronics like cameras, TVs and batteries were produced here. Mainly refrigerators, microwaves and washing machines will be produced in Extrema. The company's goal is to reach 10% of domestic market share of refrigerators and washing machines, that’s why the new plant will expand its production capacity after the start of operation. "It will depend on market demand, we are optimistic about the growth of class C in recent years. But we already have the capacity to produce 500.000 refrigerators", says Hirotaka Murakami, president of Panasonic do Brasil.

*Replicated from the Website IG

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[ Media Report ] – Extrema Factory Inauguration

http://www.investmax.com.br/iM/investimentos_bolsa_de_valores.asp?bo vespa=471359&Panasonic-investe-200-milhoes-para-comecar-a-produzirgeladeiras-no-Brasil

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[ Media Report ] – Extrema Factory Inauguration

Publication: Jornal Web Minas Circulation (frequency): Website Publishing Date: 2012/09/13 Ad Value: $1.015,00 Headline: Anastasia opens in Extrema in southern Minas, Panasonic's new plant, which cost $ 200 million

Gist of the article: It was officially opened on Wednesday first factory exclusive for white goods (refrigerators, washing machines, stoves and microwaves) from Panasonic in Brazil, in Extrema, southern Minas. With investments of R$ 200 million, the industrial plant has an area of 170 thousand square meters and will generate approximately 400 direct jobs. The first product to be manufactured in Extrema is the NR-BB51P refrigerator (with a capacity of 423 liters) with technologies that reduce energy consumption, and that will be in stores starting in October. Next year, Panasonic should start producing washing machines.

*Replicated from the Estado de Minas Newspaper/Website

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[ Media Report ] – Extrema Factory Inauguration

http://www.jornalwebminas.com.br/interior_noticia.php?noticia=113869

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[ Media Report ] – Extrema Factory Inauguration

Publication: Made In Japan Circulation (frequency): Website Publishing Date: 2012/09/13 Ad Value: $674,00 Headline: Panasonic opens its third plant in Brazil

Gist of the article: Panasonic has introduced its new factory - the third in Brazil - at a press conference that happened yesterday. The unit is located in the city of Extrema, south of Minas Gerais, with a total area of about 170,000 square meters, with construction area of 46 000 m². The investment announced is $ 200 million, generating 400 jobs. "Along with traditional video and audio products, our intention is to establish a consolidated brand in Brazil as a manufacturer of electric and electronic products in general," said Hirotaka Murakami, president of Panasonic Brazil. "This is a 'Eco Ideas' factory, which is the realization of our goal as green innovation company. [The concept] involves production, marketing and development activities with the local community so that future generations can enjoy this wonderful ecosystem and its resources”, said Murakami. The refrigerator was designed to Brazilian market. "All products to be launched were researched and developed in Brazil for Brazil. There are products imported or made out with the project. The technology, yes, it is Japanese, with the engineering and know-how" said Sergei Epof, manager of the white line. According Epof, Panasonic conducted a study with hundreds of consumers in Brazil for two years, with habits of use research, design and evaluation of product testing.

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[ Media Report ] – Extrema Factory Inauguration

http://madeinjapan.uol.com.br/2012/09/13/panasonic-inaugura-terceirafabrica-no-brasil/ 42


[ Media Report ] – Extrema Factory Inauguration

Publication: Panorama Brasil Online Circulation (frequency): Website Publishing Date: 2012/09/13 Ad Value: $1.440,00 Headline: Panasonic inaugurates factory and wants the class C Gist of the article: The Japanese maker of electronics Panasonic inaugurated today its first appliances factory in Latin America in Extrema (MG). The unit is already producing refrigerators and in April 2013 it will start to manufacture washing machines. The company is also studying the nationalization of the production of air conditioners. With the entry into the white goods industry, the company expands its target public to the emerging middle class, which in the future should change and be extended to products of brown goods.

*Replicated from the DCI Newspaper

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[ Media Report ] – Extrema Factory Inauguration

http://www.panoramabrasil.com.br/panasonic-inaugura-fabrica-de-linhabranca-e-quer-a-classe-c-id94493.html 44


[ Media Report ] – Extrema Factory Inauguration

Publication: Portal Eletrolar Circulation (frequency): Website Publishing Date: 2012/09/18 Ad Value: $480,00 Headline: Panasonic opens its first factory of white line in Brazil

Gist of the article: Panasonic of Brazil invested $ 200 million to build its third factory, with the first local production of white line in Extrema, Minas Gerais. Designed for operations that do not impact the environment, the unit went into operation earlier this month and will manufacture the 36 new models that the Japanese company plans to launch by 2013. Equipped with machinery that consumes 20% less energy, has great processes of carbon emissions, uses no components with high degree of toxicity, recycles virtually all the plastic waste that originates and consumes 20 liters of water less than factories traditional refrigerators, ensures the company. The refrigerator NR-BB51P is the first model manufactured in Extrema. The washer will start to be made within nine months.

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[ Media Report ] – Extrema Factory Inauguration

http://www.eletrolar.com/v2/newsletter/panasonic-inaugura-primeirafabrica-de-linha-branca-no-brasil1

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[ Media Report ] – Extrema Factory Inauguration

Publication: Diário do Comércio Circulation (frequency): Website Publishing Date: 2012/09/13 Ad Value: $480,00 Headline: Panasonic opens first factory white line in Brazil Gist of the article: Next month, the first refrigerators produced in Extrema, Minas Gerais by Panasonic will be available in the Brazilian market. Launched yesterday, it is the third factory of the Japanese group in Brazil and the first white line in Latin America, specially built for the manufacture of washing machines, refrigerators is through investments of $ 200 million. The president of Panasonic in Brazil, Hirotaka Murakami said that the new plant represents another effort of the company to expand its market share in the domestic market. "Our intention is to consolidate not only the white goods brand, but also all electronic components," he said. According to the manager of white goods from Panasonic Brazil, Sergei Eprof, with the start of production of refrigerators in Extrema, the company will enter the market this domestic appliance gradually until it reaches 40% stake. "In all, four models of refrigerators being manufactured in the unit," he says. The first product to be produced is NRBB51P the refrigerator, which has a capacity of 423 liters and will reduce by approximately 33% the power consumption. The new factory subsidiary of Panasonic Corporation was erected on a plot of 170 square meters and has approximately 47 million square feet of built area. Altogether 400 jobs will be generated, of which 60% will be filled by local workers and the rest (40%), for residents of mining towns located nearby São Paulo and Extrema.

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[ Media Report ] – Extrema Factory Inauguration

Highlight on the cover

O N T H E C O V E R

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[ Media Report ] – Extrema Factory Inauguration

Publication: Blog do Neto Circulation (frequency): Website Publishing Date: 2012/09/13 Ad Value: $337,00 Headline: Panasonic opens factory in Minas Gerais Gist of the article: Was opened yesterday in Extrema the firt Panasonic´s factory of white line with resources of $ 200 million, which starts by offering refrigerators in October and, after that, washing machines. Pouso Alegre, one of the mining towns that have attracted more investment industry, prepares to receive contributions of $ 70 million of Indian ACG, manufacturer of capsules for the pharmaceutical industry. The Municipal Secretary of Economic Development, Renato Torres, is the Asian country to discuss the final details of the project. It will be the first unit of ACG outside India, with the generation of 75 jobs and start of production scheduled for the second half of 2013. In Extrema, southern state, the Panasonic plant occupies an area of 170 square meters and will employ 400 workers. The first line of products the factory is enabled refrigerators with a capacity of 423 liters and technology that reduces the need for energy consumption. During the inauguration, the general director of Panasonic Corporation for Latin America, Hidetsugu Uji, said the factory fulfilled a program to reduce impacts on the environment, also with reduction of carbon footprint and recycle most of the materials used in the production process.

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[ Media Report ] – Extrema Factory Inauguration

http://blogdonetocareca.blogspot.com.br/2012/09/panasonic-abre-fabricaem-minas-gerais.html

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[ Media Report ] – Extrema Factory Inauguration

Publication: Blog GestĂŁo & Cia Circulation (frequency): Website Publishing Date: 2012/09/12 Ad Value: $144,00 Headline: Panasonic opens factory in Minas Gerais Gist of the article: Today it is the opening of the first factory of Panasonic Eco Ideas of Brazil in Extrema (MG). The factory will invest $ 200 million and will generate 400 direct jobs. The goal is to increase the market presence of Panasonic white line. Production begins this month refrigerators and washing machines in 2013.

http://mozartjr.blogspot.com.br/2012/09/coluna-de-12092012.html

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[ Media Report ] – Extrema Factory Inauguration

Publication: Blog Felipe Vieira Circulation (frequency): Website Publishing Date: 2012/09/12 Ad Value: $337,00 Headline: Panasonic opens factory of refrigerators and wash machines in Brazil Gist of the article: Unit opened yesterday in Minas Gerais is the first specialized on white line of the group outside of Asia.

http://www.felipevieira.com.br/Site/MostraConteudo/MostraConteudo.asp?cntId= 50286

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