Top Story


Home >> Marketing >> Article

LG extends high-end AC range to spur growth

Font Size   16
LG extends high-end AC range to spur growth

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 "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.”


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Viacom 18 promises to announce new release date soon

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship