Home >> Marketing >> Article

LG's 'Signature' product line to debut in India, will target premium TV and print ads

23-May-2017
Font Size   16
LG's 'Signature' product line to debut in India, will target premium TV and print ads

LG has forayed into premium consumer electronics (CE) and home appliances (HA) categories with the launch of a new line of products. The new range under the brand name ‘Signature’ has already rolled out in Korea, Europe and the US. The range is expected to debut in India in July though pricing details have not yet been revealed.

Ken Hong, Senior Director (Broadcast/Global Communications Team) at LG Electronics, said, “LG is not about cheap products but about competing with global brands and innovation. Signature is our first foray into premium products.”

The line currently includes OLED TVs, refrigerators, washing machines and air purifiers with more product categories to be added in the future.

According to Sean Yoo, Marketing Director, Brand Strategy Task, Global Marketing Office at LG Electronics, the premium CE products market represents around 1–2% of the total CE market. This can, however, go as high as 8–10% of the CE market for developed markets like the US and Europe.

“The positioning of the Signature line is completely different. Our go-to market strategy will revolve around premium properties such as malls unlike our traditional products for which we use multi-channel retail outlets,” he said.

Speaking about the marketing strategy that LG is adopting for Signature, Yoo said the company will use a mix of targeted television ads by buying time on premium channels and TV properties as well as business, lifestyle and fashion magazines to reach their target audience.

“In USA we did an influencer marketing campaign. Maybe we will do something similar in India in July,” he added.

Though he would not give details about the marketing budget, Yoo said the budget would be proportionate to the size of the premium CE product market, which is quite small.

“We want to use marketing that is efficient and economical. For premium products, marketing needs to be differentiated. We cannot just take a full page ad or do a TVC,” he said.

Tags LG Ken Hong Sean Yoo Marketing LG Signature brand strategy

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE

Radio Mirchi maintained its top spot while Fever FM replaced Big FM at the second spot in Kolkata

Singh explains why marketers should focus more on maintaining the core essence of a brand and not just innovations

Venkat brings with him over 20 years of extensive experience of working in media, creative, cultural and knowledge industries on several international projects in over 30 countries.