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LG to invest 360 crores on brand building

  • Updated
  • 06/03/2008

Ahmedabad, March 6th, 2008 LG Electronics India Pvt. Limited (LGEIL), the consumer durables major today announced investment of 360 crores in brand building and other marketing initiatives this year.

According to Mr. Moon B Shin, Managing Director LGEIL, “LG is committed towards introducing innovative, trendy and technology products. The focus of the company this year will be on combining its expertise in design and technology to give a fresh premium appeal to the brand, adding an aspirational value for the Indian consumer. The differentiating factor for the brand will be with its focus on customer service”.

LG has started an innovative 211 campaign to provide quality after-sales- service. The campaign includes company response to customer complaint within 2 hours. The fixing time for complaints would vary from 1 hour to a maximum of 24 hours. The IT infrastructure for 211 campaign has been currently set up in 22 cities and would be extended to 40 cities by next month.

Mr. Shin also added, “We have an aggressive line up of products this year and our focus will be in the IT, GSM and Flat Panel Displays segment. We have recently launched the 32” Plasma TV and 22” LCD TV. We will also be entering the air purifiers and wine sellers segment. We will be investing Rs 360 crores this year for our brand related exercises”.

“LG wants to enhance the consumer durable shopping experience for the consumers; we are planning to launch 60 premium brand shoppes by the end of first quarter”, added Mr Shin. Brand shoppes cater to the premium segment and target audience would be interested in buying high end products.

LG is looking at launching India specific products. LG India has a separate R & D team and India customized testing lab, Every year LG is spending 4-5 % of its turnover on R &D. The global revenue of the company is $42 billion and India’s contribution is $ 2.5 billion.