LG Electronics has planned an aggressive festival marketing strategy this year. The consumer electronics major launched its ‘LG Toon Dhoom’ scheme for its customers in the Capital on September 20. It also unveiled 11 new models of their latest flat panel displays range on the occasion.
Girish V Rao, VP, Sales and Marketing, LGEIL, said, “The festive season is the most important season for us and the launch of our new offer and products is an endeavour on our part to renew and strengthen our relationship with our customers. LG has earmarked a whopping Rs 100 crore as the total marketing spend for the festive campaigns across India. The company is targeting a combined turnover of Rs 2,500 crore for the festive season nationally.”
The flat panel displays unveiled by the company are in the range of Rs 30,000 to Rs 2 lakh. Amitabh Tiwari, Business Group Head, Consumer Electronics, LGEIL, said, “After establishing ourselves as a leading player in CTVs and plasma display panels, we have decided to strengthen our line up of LCD TVs as well. LG has ambitious plans in the flat panel display segment and we expect to grow at a rate of over 220 per cent this year. This festive season, is expected to provide a further fillip to our sales. With the launch of these 11 new models that are equipped with the very best in technology and design, we are confident of emerging as the leader in this category by the end of 2006.”
LG has earmarked Rs 4 crore to promote its new range over the next 25 days and will be looking at a 360-degree approach.
Meanwhile, LG’s ‘Toon Dhoom offer’ gives customers a chance to win exciting gifts on purchase of any LG product. As part of this offer, customers would get a ‘popper’ on buying an LG product. On pressing this popper, a chit will be released which mentions the assured gift for the customer. The offer promises customers a combination of LG products and other branded gifts. The assured gifts range from a set of five DVDs, Divinity gold plated souvenirs, Reebok / Adidas T shirts to utility kitchenware. Lucky customers can also win a 26” LG LCD TV or an LG laptop or an LG GSM phone. The offer will be available from September 21 and will continue till October 21.
Elaborating more on the marketing strategy, Sandeep Tiwari, Head of Marketing, LGEIL, said, “LG has always been known for its unique marketing initiatives that have broken through the clutter and have made a powerful impact in the consumers’ minds. This Diwali, we have brought in a fun element and made the festive season more exciting and adventurous with two characters that have an universal appeal that pans across age groups – Tom & Jerry. This golden duo would be the face of our exciting Diwali campaign – LG Toon Dhoom – this year.”