Case Code : CLMC-021
Publication date : 2005
Subject : Marketing Communications
Industry : -
Length : 03 Pages
Price : Rs. 100
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LG Electronics India Pvt. Ltd., Samsung Electronics, Microwave ovens, Fabricare, Direct marketing, Indian Board of Alternative Medicine, Freshetarian and Consumer buying behavior
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The caselet focuses on the direct marketing initiatives undertaken by LG Electronics India Pvt. Ltd. (LGEIL) to promote its range of microwave ovens. The caselet describes the use of home demonstrations and product customization, according to the needs of the target segment, as a means to build awareness for microwaves. It also throws light on similar moves adopted by Samsung Electronics. Finally, the case explores the importance of market research to understand consumer buying behavior.
LGEIL was a trendsetter in promoting its products to the consumers through the platform of health. Its advertising campaigns focused on the health aspect. The color television segment highlighted the ‘Golden Eye’ technology that reduced strain on the eye while watching television. The air-conditioners’ campaign emphasized the ‘Plasma healthy air system’ that gave pure and fresh air, keeping pollution at bay. The MWO’s are promoted via the ‘healthy wave’ system.
Questions for Discussion:
1. Enumerate the reasons for LG opting for the direct marketing route to promote microwave ovens.
2. Many companies in the consumer electronics segment have begun to focus on the ‘health’ platform in their advertising campaigns for their products to attract consumers’ attention. In such a situation, how could LG differentiate itself from the clutter through the use of various other marketing communications elements?