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In June 2006, LG India became a part of a completely new global marketing strategy of the consumer electronics company. Apart from readying itself to become an export hub for some of the foreign markets and entering new segments, it came out with a brand new communication for its entire home appliance range, breaking away from its health platform, conceptualised in 1997. The campaign for new “Health Plus” for the home appliances range focused on intelligent and futuristic technology under the “Intello” umbrella. But then, did it really paid off? “The thing which has worked wonders for LG is their marketing muscle which allows it to flex across categories. Moreover by shifting its target positioning LG has provided an opportunity of cross shopping to its customers,” answers Sumit Arora, Senior Director, Synovate India. What’s more? The electronics giant has just shifted its technological advancement to masses products also. Wonder at the time when many companies are re-working on their prices, LG believes in playing across all segments. Now that’s called a real winner!
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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