Experiential marketing initiatives bring the brand closer to consumers: Ki Wan Kim

Kim, Managing Director, LG Electronics India, on how the brand is using innovative technologies to woo consumers

e4m by Nafisa Shaheen
Updated: Aug 1, 2019 8:30 AM

LG is a household name in terms of electronics in India. It emerged as the most trusted brand in the TV and Washing machine category in the Trust Research Advisory report 2019.

Exchange4media spoke to the Managing Director of LG Electronics India, Ki Wan Kim, to know more about the brand’s marketing initiatives in the country and product innovations.

Kim said that the brand has been present in India since 1997 and consistently over the years they have been loved, trusted and respected by their consumers.

On building a relationship with consumers, he added, “Our aim is to enhance consumers’ lifestyle by offering products which makes their lives convenient. We are constantly listening to consumers; trying to know their pain points & offering products as solutions for the same. Apart from developing products based on consumer insights we are offering a unique experience to consumers; for example we would want consumers to experience products in real home environment, we offer Try & Buy for select product. Under this initiative consumers can experience LG products at their homes before they decide to buy the product. The consumer response for this initiative has been great. Initiatives like this help in bringing the brand closer to consumers.”

LG has seen a robust growth in business this year as compared to last year due to innovative product portfolio introduced by the company.

Talking about maintaining brand loyalty with customers, Kim said,” Trust is the most important connection between a brand and its consumers. LG’s products have always been an integral part of the consumer’s journey and with our unique initiatives we continue to leave a mark on their lives.”

“We are constantly observing Indian consumers & based on their lifestyle introducing new products. Our microwave range has 371 auto cook menus, including Indian cuisine & preparations like Ghee which otherwise has a tedious process to make but with LG microwave you can make ghee in few minutes; our new range of TVs have Indian content streaming apps like Netflix, Prime Video, Youtube, Hotstar, Zee5, Hungama Play, Eros Now, AltBalaji etc. Another exciting product is LG new range of ceiling fans having mosquito-away feature which effectively repels mosquitoes,” he added.

Kim said the objective was to enhance consumers’ lifestyle through product innovations. “These innovations bring the brand closer to consumers as they appreciate products based on local consumer insights.”

LG was the first brand to launch OLED TV, defined as the future of TV. It has also introduced inverter technology in entire range of Home Appliances with an objective of energy conservation.  

Talking about technological disruptions for LG this year, Kim said, “In 2019 we launched AI-based TVs not only in high-end televisions but in standard sizes as well. We’re thrilled to introduce Google Assistant, Amazon Alexa and AirPlay2 in our televisions that will certainly bring more convenience to our customers.”

“With this built-in technology, users of LG televisions will be able to do much more than simply watching TV like, they can read news updates, check weather forecast, order food, essentially they can control their surroundings in a much easier and efficient way. We are confident that this new feature will elevate the home-entertainment experience of both our existing and future consumers.”

There is a lot of clutter in the market for consumers. What does LG have which makes it different from others?

“We have launched unique technology products like inverter direct drive in washing machine, dual refrigerator, inverter linear compressor, stainless steel water purifier,OLED TV's& many other. In Home Appliances our focus has been to introduce products that enhances health of consumers & ensures energy conservation. Similarly in Home Entertaintanment our focus has been to constantly enhance viewing experience for consumers through technologies like Nano Cell, OLED, AIThinQ. Our aim has been to introduce products based on Indian insights and communicate the benefits of these products with experiential marketing initiatives. We are committed to India and almost our entire product line up is manufactured locally backed by stringent quality process,” Kim concluded.





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