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In April 2001, the reform of the consumer products sales and distribution system, a major plank of the Value Creation 21 Plan, was started. First, the sales functions within individual products divisions, the Corporate Consumer Products Division, the LEC Division, and the Advertising Division were dissolved, and in their place the new Corporate Panasonic Marketing Division, the Corporate National Marketing Division, and the Corporate Consumer Products Distribution Division were established.
All of the respective marketing resources that had been possessed by the products divisions, the Corporate Consumer Products Division, and the Advertising Division were centralized into the two marketing divisions to make for a system of total marketing development for each self-conclusive brand. At the same time, both marketing divisions took on full responsibility for sales to the internal division companies and affiliated companies in domestic consumer re-sale routes, implementing a product pre-purchase system. In addition, the Corporate Consumer Products Distribution Division was put in charge of dealing with the industry and government, as well as creation of new solution business opportunities.
In October of the same year, there was a restructuring of the subsidiaries in charge of consumer products sales, leasing/credit, and logistics. In the area of consumer sales, Matsushita Life Electronics (Matsushita LE) was established by integrating domestic consumer sales companies (LEC, 22 sales companies) in charge of specialized regional shops. Developments in information technology facilitated more efficient management, and a system was established which conducted business activities with stronger local ties as internal division companies and LE companies took on the responsibility for sales in 30 segmented areas.
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