My 22 year stint with LG can be summed up in just one line- Nothing is impossible, one just has to have the burning drive to be number one. I felt the same zeal when I was posted with LG India in the year 2007. That was the time when LGEIL was beginning to realign resources towards positioning LG as a premium and aspirational brand in India. LG, a household name today, was launched in this country in 1997 when the market was ruled by powerful Indian brands.

With innovative range of products and cutting edge technology across categories, like Door Cooling in refrigerator, Golden eye in colour television etc LG touched the heart of the Indian consumer. Aggressive sales and marketing strategies were launched to make the brand reach out to all. The Indian consumer quickly responded positively to this ‘foreign’ brand that offered great quality products making life better for her at every stage.

Slowly the brand managed to get entry into more and more homes in the country and achieved leadership status both in value and volume. Today it is the undisputed market leader with at least one fourth share in each of the categories it plays in.
Last few years witnessed high thrust in marketing activities of LGEIL. Concentrated efforts went into positioning LG as a far more premium brand that is high on the aspiration parameter. This move was taken to ensure that LG gains the leadership position in consumer mind as well.

 In the year 2007, a drastic decision was taken by us that changed the rules of the game for the entire durable Industry in the country. A highly buoyant festive season that is marked by almost 40% of annual secondary offtake is characterized by all key players trying to woo and dissuade the consumer with free gifts along with the products. LG, in a historic move, decided not to do any sales promotion during the most high purchase season of the country and attempted to sell purely on the basis of quality of the products. Our much speculated move worked miraculously. Despite all competitive brands doing sales promotional activities, LG was able to achieve the most stringent sales targets. Soon competition followed the stance taken by LG.

Through a massive communication campaign LG reinstated consumer belief in the three strong virtues that the brand stands for viz. Trust, Quality and Customer Care. To the consumer, LG stood as ‘One Wise Decision. Complete Happiness,
Year 2008 we launched a new Brand identity for LG. A worldwide program that gave LG a new, refreshing look proved to be a successful attempt in moving LG up in the aspiration ladder. With smart technology and stylish design in products that fit into consumer’s life, making her feel sophisticated, LG, the refreshing brand, is now moving towards being premium at every level.

In line with the new Brand identity, a brand campaign was launched in the year 2008 that delivered the leadership message with a strong dose of emotion. 
This was supported by a first-of -its kind customer service initiative in India which became a path breaking program in the durable industry in the country. LG 2.1.1 - a service initiative that redefined customer care for the Indian consumer, was launched to provide distinguished service to the consumer.  The service is characterized by a return call within two hours of lodging a query with LG, service engineer visit within one day and  visit within a pre fixed one hour window.

Before launching LG 2.1.1, we did an extensive market research to understand the service needs of the consumer. LG 2.1.1 addressed the core need of the consumer of being heard and being attended to on time as per her convenience. The program was launched and marketed as a service enhancing effort and not as a trouble shooting initiative. This prompt service translated to utmost convenience for the consumer.

When launching innovative products becomes a habit, it becomes difficult for a brand to break its own records. But even this challenge was taken up by LG with a well thought strategy and effective planning. A series of researches done on thousands of consumer revealed specific needs that are felt by a typical Indian, needs that are very different in nature from those felt on the other parts of the globe.  The findings became the basis of new product launches that have innovative features, keeping in mind the specific needs of the Indian consumer. The range so developed is called “LG Stars of India”.  A campaign created for this range formed the key brand campaign for the year 2009.

On a parallel track a consumer relationship program was launched. “The Life’s Good Club”, as it is called, enables the privileged consumer get benefits that go far beyond an LG purchase. With a host of attractions available to the consumer, the program is surely a great proposition for him. For LG it translates to a loyal patron and a stronger place in his heart.
On one hand, while there were concentrated efforts going into launching innovating products and marketing them right, there was a need felt to connect to the Indian consumer’s heart. One way of doing it would be by riding on a cult, a passion that an Indian lives. And that had to be Cricket- a sport that binds the nation.  Our association with ICC for the next eight years opened up newer avenues.  This partnership is giving the brand platform that will assure very high visibility and opportunities to permeate into an Indian’s heart. 

 As a pioneering effort, we launched a nationwide talent hunt in 2009, through which 15 talented kids were shortlisted from across the nation and were sent to ICC World Twenty20 tournament held in England. These talented kids led the Indian team to the ground in the India matches. And LG will continue this activity for all forthcoming ICC matches in future.
Every initiative is complemented by strong in shop presence of the key message. The outlets prove to be the ideal spot that provides the consumer MOT. We ensure the best of product display and timely presence of appropriate POSM in the all Brand shops, exclusive shops and MBOs.

All this backed by strong PR activities have made LG reach where it is today. Each product launch, each marketing activity strategically finds place in all key publications and electronic medium. Regular positive PR about the brand initiatives have proved to be successful attempts in spreading awareness about the brand in an extremely positive way.
The efforts have been paying off. LG is constantly scoring high on all parameters as per the brand tracks that being done regularly to check brand health. The brand is truly number one in India, not just in sheer numbers but also in consumer mind space.