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LG revamps marketing strategy for 2013, bets big on futuristic products

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LGKorean consumer durables major, LG India is expecting its total revenue to grow by 20 per cent in 2013 on the back of its revamped marketing strategy. Apart from focusing on the first ‘P’- Product of marketing and introducing 70 new products, they are all set for new promotions and campaigns with a special emphasis on rural marketing.

Soon Kwon- Managing Director–LG Electronics India said, “As India is a strategic market for LG, we strive to introduce global flagship products as well as India insight products, designed especially for the Indian market. Our entire new range of flat panel televisions including jazz and transform television reflects our thorough India insight for consumer convenience.”

Soon Kwon, Managing Director–LG Electronics India

Soon Kwon, Managing Director–LG Electronics India

Talking about their growth target, Kwon said, “We would like to further strengthen our business with a growth target of 20% in 2013.”

Talking about LG’s focus on rural marketing, Sanjay Chitkara, chief marketing officer, LG India told Pitch, “16-17% of our business comes from rural India. We are starting a campaign in rural India focusing on both ATL and BTL promotions that will encourage consumers to upgrade from color televisions to LCD.”
LG is expecting India to become one of its top three markets in the next three years with estimated revenue of Rs 25,000. At present India contributes 6% of LG’s global revenue and is the fifth largest market trailing behind US, South Korea, Brazil and Russia.

Products
LG showcased its diverse range of futuristic products with an advanced line-up of cutting edge technology and innovative products across categories at LG Tech Show- 2013.

Amongst the displayed products was, World’s first 55 inch OLED TV, Pocket Photo printer, Aramid home theatre, X Boom audio system, washing machine, LG’s PC line-up of Tab-Book-H160 and LG Z360 Ultrabook and Optimus G Pro.

LG Electronics India ¬showcased the world’s largest and slimmest, next-generation 55 inch OLED television at only 4 mm thin and weighing less than 10 kilograms. LG’s OLED TV produces high quality pictures because of its superior WRGB technology. The company also showcased another innovation called the LG PD233 Pocket Photo, a smart mobile printer. This portable printer can be connected to smartphones or tablet- Pcs with Bluetooth, NFC or an USB stick. The perfect smartphone companion delivers high quality photo prints and provides excellent wireless connectivity, making it the ideal companion for both Android and iOS smartphones.

The Tech Show also displayed LG Ever cool refrigerators, a product customized to meet the needs of Indian consumers suffering from long power cuts and has an ability to retain cooling for up to seven hours without electricity.

LG Optimus G Pro phone has 5.5-inch full HD IPS display and runs on Android Jelly Bean. Equipped with 4G LTE, the smartphone offers the largest battery capacity in its class at 3,140mAh, allowing full HD viewing enjoyment for hours on end. The mobile phone has 13 megapixel camera on the back with LED flash and 2.1-inch front-facing cam. It has 32GB of internal storage, further expandable up to humongous 64GB.

LG’s PC line-up exhibited consists of LG Tab-Book (H160) and LG Z360 Ultrabook. The LG Tab-Book (H160) is an impeccable combination of a tablet and a notebook. Running Microsoft’s Windows 8 operating system, the compact 11.6-inch device offers everything a conventional tablet does. The device has 10 hours of battery life, 15.9mm thick and weighs in at 1.05Kg. Z360 Ultrabook from LG is slim and compact, with a 1080p IPS display and at 13.6mm thickness.

Strategising on becoming a B2B leader
LG also shared its strategy to become a global leader in the B2B market. It showcased the latest addition to its display technology in the projection arena called “Hecto” laser display. With 1080p screen resolution, it has the capability of an all-in-one home theatre to go with a digital tuner and 10w speakers built-in, with three HDMI inputs, an RS-232 port and smart TV capabilities.

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Neeta Nair

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