LG Electronics India Ltd has kicked off a nationwide campaign to celebrate its 11th anniversary in India. The campaign, which began on March 25, will culminate on May 15. As part of the celebrations, the home appliances major has also embarked on a new customer service initiative and is offering consumers various rewards for purchasing LG products. The campaign is running in all mass media, including print, electronic and radio.
V Ramachadran, Director – Sales & Marketing, LG Electronics India, said, “This effort represents our endeavour to give value added service to our customers. It is our way of assuring our customers that we care for their LG products and are available to them at all times, anywhere. This celebration is for all those consumers who have placed their trust on LG for the last 11 years and also for those who are being part of this extended family. The company is doing a pan-India mass media campaign to mark the occasion, except in the state of Tamil Nadu, where the law prohibits carrying out an activity of this nature.”
The campaign aims to help customers while deciding to purchase any LG product at all the authorised dealer outlets. Customers would be eligible for rewards in the form of discounts on the product purchased, be it refrigerators, washing machines, mobile phones and microwave ovens. Also, the customer would have the flexibility to choose his rewards from a list of various LG products.
As for the future road map, the company is focusing on customer service enhancement. For this, LG has started an initiative called ‘211 Campaign’, wherein the company would get in touch with a customer via SMS, email or a phone call within two hours of the customer calling up the company. The consumers’ problem, concern or issues will be discussed instantly through engineer visit within a day.
Ramachadran pointed out, “We are the market leader in major categories, and our focus for this year would be flat panel display, IT and GSM. These three are the growth engines for the company.”
LGEIL, a wholly-owned subsidiary of South Korea’s LG Electronics, entered the Indian market in January 1997. The company is today one of the formidable names in consumer electronics, home appliances, IT hardware and mobile communications space. In India for a decade, LG has earned a premium brand positioning and achieved a turnover of Rs 9,500 crore in 2007.