Wednesday, February 6, 2013

L. K. Gupta, Chief Marketing Officer of LG Electronics India, talks to Neha Saraiya of B&E

B&E: LG is on a re-positioning spree these days, and not for the first time one believes. You apparently have re-positioned the LG brand a couple of times earlier as the company tried to change its perceived image from a mass brand to an aspirational brand. Currently, the focus is on softer communication. What’s the rationale behind it?

LKG: Yes, LG is again readying to re-position itself in India. From being an aggressive technology provider, we are now focusing towards the softer aspects of things, which is getting quite visible in our communication strategies and processes. Henceforth, the brand will be communicated as one that enriches its customers’ lives. In short, we are addressing our motto, “Life is Good”, through our re-positioning efforts.

B&E: This year, the company is banking upon the room air-conditioner category, eyeing a turnover of Rs.25 billion from the air-conditioner segment alone, a 50% growth as compared to the previous year. Which other categories besides the air-conditioner segment is LG India betting on?

LKG: Since the summers are fast approaching, we are surely expecting big returns from the air conditioner category. But besides it, LG India has a range of products such as refrigerators, air purifiers, mobile phones, washing machines, television, et al, which will add to our topline. Therefore, if we look at the key growth drivers for this year, we expect a lot out of LCD TVs, mobile phones and CAC (commercial air conditioners) besides the home AC segment.

B&E: Besides the sport of cricket, LG India has been well known for its close links with other sports too. The company is the official sponsor for the ICC World Twenty20, and has even specifically launched the Lead XI Contest 2010 for children. But what benefits do you foresee from your association with varied sports platforms?

LKG: The Lead XI campaign is LG’s annual property and with it, we not only acknowledge the ‘young talent’ in the country, but also provide a platform to India’s budding stars on a global level. Thus, through our unique campaign of Lead XI, we are promoting the spirit of nationalism amongst children in India, and helping them realise their dreams of walking along with their favourite cricketing heroes. And truly, the association with sports has benefited us by helping us instantly connect with our young target audience and in capturing mindshare of those that will not only determine the future of India, but who will also become the decision-makers in the product-purchase process. Expressing further confidence in such marketing efforts, we are looking forward to new ad-campaigns during IPL 2010.

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Source : IIPM Editorial, 2012.
An Initiative of IIPM, Malay Chaudhuri
and Arindam Chaudhuri (Renowned Management Guru and Economist).

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