With the objective to spur sales growth in the high-end air-conditioners, LG Electronics India Ltd (LGEIL) has planned to extend its product portfolio to attract more buyers.
LG has recently launched its premium 'Whisen' range of air-conditioners in India. Available in 1, 1.5, 2 and 3-ton capacities, 'Whisen' costs a "pretty penny". The prices vary between Rs 23,000 and Rs 66,000.
"As the Indian air-conditioner market is maturing, there are varying consumer preferences for different segments. The launch of 'Whisen' is yet another initiative to address the needs of customers across the entire spectrum," Salil Kapoor, National Head, Room Air-Conditioner Division, LGEIL, said while discussing the strategy with exchange4media.com. "The 'Whisen' range is expected to contribute 10 per cent to the overall sales of our AC segment, and by the end of the season, we hope to see it contribute 22-25 per cent," he added.
To make the objective a success, the Korean conglomerate has earmarked Rs 5 crore as promotional budget. "We will be dividing our promotional budget as: Rs 3-3.5 crore for press and television, while the Rs 1-1.5 crore for below-the-line activities," Kapoor explained. The group has already released the press ads and the TVC will be on air within a fortnite.
Talking about the communication strategy which has evolved from 'health' to 'happiness', Salil Kapoor, country head, air-conditioned division, sales and marketing, LG Electronics India, said, “The communication of the Whisen range of ACs will position the brand in aspirational terms, highlighting the premiumness of the range and the superior technology. And our tag line ‘the next level’ tries to capture that.”