LG to focus on high-end products

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New Delhi, Oct. 9: LG Electronics India Ltd (LGEIL) on Tuesday said that it would invest Rs 80-Rs 100 crore during the festive season on marketing and promotional activities, and is expecting a rise of 20% in sales during the period over last year.

"We are investing around Rs 80-Rs 100 crore for promotional activities and marketing campaigns across all categories for the coming festive season," said Mr V. Ramachandran, Director, Sales and Marketing, LGEIL.

The company's focus however will be on new ranges of products, rather than the time tested discount and gifting formula. "This time we are doing things a little differently. We have devised a three- pronged approach for it. The idea will be to drive growth through new product launches across high selling categories such as televisions, washing machines and refrigerators. These will be supported by several above-the-line and below-the-line activities such as a strong brand imagery campaign on print, a Diwali specific campaign featuring our brand ambassador Abhishek Bachhan as well as strengthening product displays and demonstrations at the retail outlets," said Mr Ramachandran.

The company aims to achieve an increase in sales of 20% during the current season as compared to the festive season sales in the last fiscal, with greater emphasis on high-end products.

As a part of its plans, LGEIL introduced the new premium range of its LCD televisions, Pearl Black, priced between Rs 59,000 and Rs 98,000.

"We plan to sell 6,000-8,000 units of our LCD and Plasma ranges, which will be almost three times over our normal sales," said Mr Rishi Tandon, Assistant General Manager, Sales and Marketing, Head, LCD and Plasma TV. The company will invest Rs 22 crore on promoting and marketing the new range alone.

Taken from Business Line

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