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Communication with Customers

Based on the Brand Identity(BI) strategy of “Enriching Lives through Technology”, LG Electronics is striving to fulfill its promise customers. In addition to listening to the customers through diverse channels, LG Electronics is actively applying the customers’ opinions to product development, service improvement and marketing activities.


LG Electronics’ brand slogan “Life’s Good” conveys a message that LGE enriches customers’ lives with its products, services and technology, and creates a unique brand identity of the company. We are engaging in various marketing activities to reinforce the corporate brand identity in the global market while establishing a youthful and dynamic brand image with differentiated brand marketing activities utilizing sports, the Korean Wave, video games, etc.


LGE is conducting a thorough market and customer analysis to introduce products that satisfy customer needs. A close study of local customers’ lifestyles and collaboration with local research organizations are also part of our effort to identify customer needs.
Since 2006, LGE has developed a mobile phone that can read books. Together with LG U+(former LG Telecom), LGE has donated a total of 10,000 book-reading mobile phones to visually impaired users by 2010. This product was specially designed for visually impaired users based on the feedback from an advisory committee consigned by the Korea Blind Union. The phone includes the Text To Speech(TTS) feature which converts texts into sound. Moreover, the phone enabled users connect to the “Auto Book Reading Library” operated by the LG Sangnam Library and access over 5,000 digital voice books in such diverse fields as humanities’, culture, science, and arts.
To develop customized TV for senior citizens in care facilities, LGE visited over 100 care facilities for senior citizens and collected various opinions. Long-Term Care TV provides some special features such as enlarged screen size, radio, schedule reminder, reduced surrounding noise, and simpler remote control so that the elderly can easily control the TV without difficulty. In addition, the TV has an automatic detection feature that turns off the TV when no one is watching it. This feature was designed to save the energy for the elderly who often leave the TV on and forget to turn it off.
In 2009, LGE developed an air conditioner model that can prevent dengue fever, one of the most prevalent endemic diseases in the South East Asian region. Dengue fever is a virus-caused disease that is spread by mosquitoes with symptoms including a sudden high fever. Developed through a joint two-year effort with an Indonesian agricultural college, the air conditioner produces ultrasound, repelling mosquitoes or at least preventing them from attacking humans.

Prosumer Marketing Communication

LGE has been involve prosumer marketing activity that allows consumers to be directly involve in the development stage of products. One main example of this is the TROMMIZ program, in which 15 housewife bloggers participated in the development phase of the TROMM washing machine. By getting involved with product planning, providing online suggestions, and giving feedback after usage, the selected participants act as a bridge between LGE and consumers.
LG Smart TV Lab, a smart TV prosumer group, was comprised of 20 IT professionals and power bloggers invited by LGE, the group is helping the company to develop a smart TV with useful features and applications, testing the product before its release. By actively incorporating LG Smart TV Lab members (endearingly referred to as “consumer engineers”), LGE plans to introduce customer-centric smart TV. The members are also promoting LG Smart TV on their blogs and the LGE website, satisfying curiosity of consumers and sharing useful information based on their first-hand experience with the product.

Customer Insight Marketing Communication

LGE is organizing events and engaging in campaigns with diverse themes and concepts tailored to local customers, improving LGE’s brand image in the global market and contributing to revenue growth.

Responsible Marketing Communication

In 2009, LGE established and distributed “Code of Conduct” by which employees across the company are expected to abide to create value for stakeholders, including customers, shareholders, suppliers, communities, etc., and is conducting training on its purpose and intent. The LGE Code of Conduct stresses that employees must act with integrity and exhibit the utmost sincerity in the following four areas: responsible marketing, product safety, product standards and protection of customer privacy. In 2011, we amended our Code of Conduct to include clauses on the safety defect reporting system and precautions to take when handling refurbished products, while strengthening relevant clauses to enforce responsible communication with customers.

Social Media Communication

In 2009, LG Electronics launched its official corporate blog, “The BLOG” as a means to communicate with customers on major issues. In March 2012, LGE launched a social media portal “Social LGE(” that provides integrated access to all LGE’s social media outlets – Blog, Twitter and Facebook. The social media portal also features expert columns by opinion leaders from such areas as IT and culture and new articles about LGE by LGE members. Additionally, the site offers an open forum for facilitating open communication, allowing visitors to write substantially long posts, as well as quickly identify and engage in discussions.

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