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LG to carve separate niche for high-end products

03-July-2004
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LG to carve separate niche for high-end products

Carrying forward its focus on premium products, LG Electronics has decided to carve out a separate category for its high-end products. Ad agency Lowe has been shortlisted to handle the communication strategy for this category. This will include the top-end products across all categories, like Whisen air conditioners, Dios side by side refrigerators, XCanvas colour TVs and ArtVision air conditioners.

Explaining the need for the new account, LG marketing head Salil Kapoor said, “We feel that our premium products demand a different kind of handling, a fresh thought process. Hence the need to look for a separate agency to handle its communication strategy.”

The company had called a pitch for the account, with O&M, McCann Erickson and Lowe in the running. While unofficially, Lowe has been declared the winner, the decision would be made known ‘in a day or two,’ the company said.

Earlier this year, LG had split its Rs 75 crore business between O&M (home appliances business) and McCann Erickson (electronics).

Meanwhile, LG has appointed Salil Kapoor as head of marketing in place of Anil Arora. Mr Arora, who had taken over as marketing head a year ago following the departure of Ganesh Mahalingam, will now go back to his earlier position as head of refrigerator division.

The air conditioner division, which Mr Salil Kapoor had been looking after, will now be headed by Ajay Bajaj, who has been shifted from the refrigerator division.

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