To promoted its DIOS (Digital Intelligence Optimum Silence) range of refrigerators, LG Electronics has allocated a budget of Rs 3 crores this year. An entirely new category of fridges, LG hopes to own the category through a sustained branding strategy. The print campaign will be launched in the metros through dailies from February 16, to be followed by advertising in lifestyle magazines.
LG will go in for a range of roadshows to create initial hype and interest for the product. The roadshows will showcase two other lifestyle products besides DIOS: the world’s thinnest 60-inch screen Plasma TV costing Rs 16 lakh and Whisen wall-mounted air conditioner, priced around Rs 1 lakh.
The entire communication effort will be directed towards converting the conventional ‘top dome’ (double door) fridge users specially in the 500 litre plus category to the DIOS. Positioned as a lifestyle product, the DIOS will be available in three sizes of 610, 705 and 810 lts and a range of six models. Prices range from Rs 63,000 to Rs 1,20,000.
Source: Financial Express