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LG sponsors Indian Amateur Golf Tour to reach niche consumers

12-June-2007
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LG sponsors Indian Amateur Golf Tour to reach niche consumers

Consumer durable manufacturer LG has grabbed an opportunity to reach to its niche consumers of its premium electronic products. With the announcement of its sponsorship of the Indian Amateur Golf Tour commencing on June 12 in Bangalore, the company is targetting Indian golf players.

LG has premium electronic products that are priced for the upper segment. The company aims to reach these consumers by sponsoring the Golf Tour. LG is already associated with cricket by way of sponsorship since 10 years, and has roped in many cricketers like Sachin Tendulkar, Sourav Ganguly and Rahul Dravid as brand ambassadors.

“Cricket is for the masses while golf is for the classes, and it is a religion for those who play it. We intend to target this segment for our premium products. Through cricket, we had a global reach, while with this initiative, we intend to target the niche segment,” said Sandeep Tiwary, Head-Marketing, LG Electronics India Limited.

When questioned about the quantum of investment and expected return from this sponsorship, Tiwary replied, “When compared to cricket, the investment is minuscule. It is too early to comment on the expected returns. We intend to grow up with the popularity of the game. We have just initiated this association with golf and it would take years to give us good returns.”

The company, which observed a turnover of Rs 8,250 crore in 2006, will soon launch premium brands of chocolate mobile handsets and four new laptop brands.

The Golf Tour would touch 11 cities and incorporate 13 events with the showcase of talents like Asian Games 2006 Silver medallists Anirban Lahiri and Joseph Chakola; British Open 2006 winner Amanjyot Singh; and India Junior No.1 Rahul Bakshi, among others.

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