Life’s good for this Korean chaebol in India. Is the ‘Indian Multinational’ listening? 
One of the most aggressive Consumer durable companies in India, the going’s been really lucky for LG. The company made its presence felt across the wide spectrum of the market with aggressive campaigns, coupled with strong below the line activities. The roping in of Abhishek Bachchan as ambassador gave a fresh look n’ feel to this brand. LG also launched Toon Dhoom – a path breaking communication strategy for all-important Diwali season and the strategy paid off, with sales touching a new high during the season. But, LG’s dream of hogging up all the limelight as key sponsor for ICC Cricket World Cup Trophy was shattered due to the dismal performance put up by the Men in Blue. Girish Rao, VP, Sales and Marketing, LG India, says, “FY 2007 has been a rather eventful for LG as a brand. We signed on AB as our brand ambassador and of course our shift towards premium imagery with the launch of products like Chocolate phone, TV DIOS and Time Machine also kept us on the run.” Here’s one MNC brand that has consistently kept its Indian counterparts on their toes. Any wonder it is the topmost consumer durables brand in the rankings of India’s Most Valuable Brands.
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One of the most aggressive Consumer durable companies in India, the going’s been really lucky for LG. The company made its presence felt across the wide spectrum of the market with aggressive campaigns, coupled with strong below the line activities. The roping in of Abhishek Bachchan as ambassador gave a fresh look n’ feel to this brand. LG also launched Toon Dhoom – a path breaking communication strategy for all-important Diwali season and the strategy paid off, with sales touching a new high during the season. But, LG’s dream of hogging up all the limelight as key sponsor for ICC Cricket World Cup Trophy was shattered due to the dismal performance put up by the Men in Blue. Girish Rao, VP, Sales and Marketing, LG India, says, “FY 2007 has been a rather eventful for LG as a brand. We signed on AB as our brand ambassador and of course our shift towards premium imagery with the launch of products like Chocolate phone, TV DIOS and Time Machine also kept us on the run.” Here’s one MNC brand that has consistently kept its Indian counterparts on their toes. Any wonder it is the topmost consumer durables brand in the rankings of India’s Most Valuable Brands.
For Complete IIPM Article, Click on IIPM Article
Source : IIPM Editorial, 2007
An IIPM and Professor Arindam Chaudhuri (Renowned Management Guru and Economist) Initiative
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