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Communication with Customers

Based on the Brand Identity strategy of "Enriching Lives through Technology", we are striving to fulfill its promise for customers.

We are actively listening to customers through diverse channels and applying their opinions to our product development, product quality & service improvement, and a variety of marketing communication activities.

Strategic Brand Communication

"Life's Good" conveys a message that LGE enriches customers' lives with its products, services and technology, and creates a unique brand identity of LG Electronics. Based on the core value, "Delivering values that customers truly need and want," our brand identity was built on the following concepts: "Customer Value (Inspired, Empowered, and Smiling)," verbal messages translating LG's own unique emotional values into the language spoken by customers; "Brand Promise (Innovation that makes you SMILE)," the very reason why customers choose LG; and "Brand Vision (Life's Good)," the ultimate goal and purpose of the LG brand.

Also, we established a new brand intent to further strengthen our brand image as "the market-leading innovator." A brand intent conveys what we aspire to become and what we want our customer to see us as a brand. We will strive to provide customers with something new, beautiful, and convenient through every product and service, and help our customers perceive LG Electronics as progressive, refined and engaging brand providing the best solution to customers.

Communication for Product Development

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.

For example, since 2006, LGE has developed a mobile phone that can read books. Together with LG U+, LGE has donated a total of 14,000 book-reading mobile phones to visually impaired users by 2015. 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 10,000 digital voice books in such diverse fields as humanities', culture, science, and arts.

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 conducting prosumer marketing activities that allow consumers to be directly involved 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.

Sports Sponsorship Communication

LG Electronics believes that sports sponsorship is one of the most effective ways to engage with customers around the world on a more approachable level. We also understand that sports sponsorship is, and should be, a long-term and dedicated commitment to honor the sport and its fans. In 2014, we invited the German professional football club Bayer 04 Leverkusen for the "LG-Bayer 04 Leverkusen Korea Tour 2014". We also organized the nation's first international women's baseball competition, the LG Cup Women's International Baseball Tournament, and hosted its inaugural event. As a long time supporter of cricket leagues and official sponsor of the International Cricket Council since 1999, we ran the online campaign "LG 100 Greatest Fans" in celebration of the 2014 ICC World Cup and delighted cricket fans from countries such as India, Australia, and South Africa. We sponsor Major League Baseball, the U.S. National Collegiate Athletic Association (NCAA), and select LPGA and KLPGA tour professionals in order to reach out to fans of various sports.

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.

Communications with Customers

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