LG strengthens brand image through promo

Mukta Magazine in New Delhi

LG India’s theme for its festival season promotion for this year revolves around its achievements over the four-and-a-half years it has been present in the Indian market.

The Rs 20-crore, 30-day promotion, which has just been set rolling, revolves around LG’s achievement of having achieved Rs 5,000 crore turnover in India. The strategy behind the campaign is to not only target a larger sales turnover during the festive season, a period most companies are banking on to help them see a turnaround in sales after a bleak season, but to also use this as an occasion to strengthen brand equity. Says Mr Ganesh Mahalingam, general manager, marketing,‘‘We have achieved a landmark by being the first consumer durables company in the country to reach this figure in less than five years, a fact we decided to exploit in the campaign.’’

Of the Rs 20 crore, the advertising campaign would account for Rs 8 crore, whereas the overall value of the gifts and prizes would be Rs 12 crore.

The company has set itself an ambitious target of selling around 2.75 to three lakh units during the promotion.

There will be three lucky draws during the promotion. Says Mr Mahalingam,‘‘unlike other brands, we decided to give away our own products as prizes in the lucky draws, as they have great aspirational value.’’ Thus, there are 845 prizes, all LG products, for the winners. Besides this, any product bought during the 30-day period, will be accompanied by a free watch.

The ad campaign, which is essentially a focused print campaign, limited to dailies only, talks about issues like being labelled by a Francis Kanoi report as the most ‘desired brand’ and achieving the Rs 5,000-crore mark. The campaign will consist of five ads in all. Besides dailies, outdoors will be limited to hoardings and in-shop merchandising. It will also be displayed on LG’s B2C site LGezbuy.

Simultaneously, the brand’s corporate campaign revolving around the theme ‘trust’ will continue to run on television. A range of new product ads on Flatron Gold, Golden Eye TVs and washing machines will run on ESPN- Star Sports till November-end during the South Africa cricket tournament. LG is one of the TV sponsors of the
tournament.