LG India is on an aggressive marketing spree with Rs. 50 crore chalked out as marketing budget for this festive season; and innovations across its home appliances portfolio. For differentiation, the focus of the brand is on offering longer warranty periods and clearly steering away from discount. The brand is also focusing on a fresh line of communication for potential product categories and a host of experiential marketing activities. Experts opine that it is in fact the right time for LG Home Appliances to gear up to the growing competition and extend offerings that can guarantee a safety on investments. Pitch digs further into the company’s marketing plans.
Mapping their journey from 1997, when LG Home Appliances was introduced in the Indian market, this arm of LG Electronics India (LGEIL), as per company estimates, today stands at the podium with 37.7 per cent, 38 per cent and 39.5 per cent market shares in the washing machine, refrigerator and microwave oven categories, respectively. Logging a sales turnover of Rs. 16,200 crore in 2011, LG Home Appliances has been contributing as much as 45 per cent to the total turnover of LG Electronics in India.
