The much awaited LG's personal computers have been launched recently. Branded as 'LG My PC', the latest offering from the electronics and home appliances major LG Electronics is aimed at the home and SOHO segment. A nationwide print ad campaign along with road shows are planned to be kicked-off starting from a relatively smaller city Indore next week.
The LG My PC series is going to be available in two configurations - Basic and Multimedia - with a competitive pricing starting from Rs.33,900 onwards. R.Manikandan, DGM-IT Marketing at LG term them as 'The lowest cost MNC PC in India'. LG aims to capture the unbranded PC market which comprises 65% of the total 2 million strong PC market (IDC figures for year 2001). Besides that, My PC is going to take on branded players both Indian as well as MNCs with its price proposition.
Explaining to exchange4media on branding the PCs as LG MyPC, Manikandan revealed, "My PC is basically targeted at SOHO segment especially PC buyers for home. Buying a product for your home has got lot of emotional value, as there is a feeling of possessing the product or a brand. MY word denotes that feeling of possession. So that led to branding our PCs as LG My PC to recreate that emotional bonding of consumers with LG PCs."
The promotion for My PC is going to be multi-pronged encompassing print ad campaigns, web based promos besides road shows and point of sale product demonstrations. LG's ad agency Lowe is going to release the first ad of the print campaign in the local publications of Indore next week. Besides the major English and vernacular dailies, the niche magazines will also be tapped predominantly to reach out to the target group. Online media will also be used to deliver the communication.
"With personal computer as a product line, the company is now in a better position to offer more comprehensive solutions to PC needs of the customers and focus on innovation around the customer," informed Ganesh Mahalingam, GM-Marketing of LG Electronics. LG is already the market leader in the PC peripheral market with significant market share in the monitor and optical storage devices segment.
Though LG seems upbeat about the success of MY PC but it will have to really adopt a very aggressive marketing strategy to penetrate the market. First of all, My PC's are bundled with Linux based operation system which is gaining currency globally but in India it is yet to pick-up in a big way. The Indian consumers rely more on Microsoft's Windows based operating system. Secondly, LG's arch rival in the electronic and home appliances besides PC peripherals segment, Samsung, is also rumoured to be launching its own branded PCs soon.
So the PC market is set-up for some hot action and it won't be surprising if we see further drop in the branded PC prices.