lge za strategic appliances present

Large & Small

Appliances

Marketing Plan

2007

Feature Products

• Large Appliances

– Steam Direct Drive Washing

Machine

– Side-by-side Fridge

• Small Appliances

– Steam Chef Microwave Oven

– Solardom Oven

– Built-in Ovens, Hobs & Extractors

– Compactor Vacuum Cleaner

Feature Products

• Agency Objectives

– Create cohesive campaigns around

each product, maintaining the

brand attributes of the umbrella

brand, yet concisely communicate

the promotional message of each

product

– Recommend preferred campaign

ideas which clearly epitomizes

each product, via the correct

channel of communication

Strategic

Implementation

• Strategic Considerations– The immediate intention was to

ensure that the BRAND EQUITY of LG is endorsed at all times

– The most important key strategic indicator was to identify the ultimate “UNIQUE SELLING PROPOSITION” of each product

– The second point of departure was to isolate the target market

– The third phase encompassed the channels of communication

• That is: – getting the correct message

– for each product

– to the correct customer

– through the most effective mediums

– at the correct time

LG – The Brand

• The most crucial strategic

consideration for a marketer, is to

ensure that the brand equity (the

asset of the brand) is not basterdised

at any stage of the communication

process

• One should not underestimate the

power of the “Asset of the brand”

• We will not compromise the umbrella

brand for the sake of “selling a

product”, rather use the asset to

endorse the product

• Our objective is to enhance and

maintain LGE’s positioning at SA’s

most loved brand

Promotional Calendar

LGE ZA Marketing

PlanFISCAL 2007

Mar-

07

Apr-

07

May-

07

Jun-

07

Jul-

07

Aug-

07

Sep-

07

Oct-

07

Nov-

07

Dec-

07

LARGE APPLIANCES

Steam DD

Washing

Machine

DD Fridge

SMALL APPLIANCES

Steam Chef

Microwave

Built-in

Appliances

Soladome

Oven

Vacuum

Cleaner

Steam DD Washing

Machine

• USP’s

– First Steam Washer in the world

– 1st to market

– No competition

– No remotely comparable product

• Key Mechanisms

– Let the product sell itself

– Do not incentivise the customer to

purchase

– The product is unique enough to

sell itself

– The emphasis is on the following:

• EDUCATION

• EXPERIENCE

• AWARENESS

Steam DD Washing

Machine

• Creative Rationale

– Had to capture the true essence of

the brand, through its USP’s

1. STEAM

2. HEALTH PROPERTIES

3. Present this is a positive and clear

message

4. Create aspiration and demand

5. Allow the customer to touch, feel

and learn about the unique

abilities of this exceptional and

advanced technology

6. Visually stimulate the customer’s

senses

Steam DD Washing

Machine

• Media mechanisms

– Awareness

• “Larger-than-Life” insert into all

consumer lifestyle and home-related

publications

• Insert the same into Sunday Press

– Experience

• Mall Promotions

• Interactive and demonstrative display

mechanism

• Education

• Competition

• Six weeks – six malls

– Below-the Line

• Store POS

• Store communication

• Incentives

Press Ad

Press Ad

Press Ad

A1 (folded to A4)

A1 (folded to A4)

A1 (Elements)

A5 Booklet

Mall Display

• Media Mechanisms– Revolving display unit

– Product

– Plasmas

– Booklets

– Domnstrators

– Competition

Additional Promo Ideas

Additional Promo Ideas

Side-by-side Fridge

• Creative Rationale

– Capture the true essence of the product,

through its promotions message

– Now… More SPACE and freshness

• Objective

– To communicate the products larger size

• Media mechanisms

– Awareness

• Press Ads

• Television Ad (Generic & Tag)

• Promotion Press Ads

– Promotion

• R1000 Woolworths Food Gift Voucher

• Win a trip to a destination of space and

freshness

– Below-the Line

• Store POS

• Store communication

• Incentives

Press Ad - Generic

Press Ad - Promo

TV Ad

TV Ad - Tag

Steam Chef

• Creative Rationale

– Capture the true essence of the product,

through its promotions message

– STEAM TECHNOLOGY

– VERSATILITY

– FEATURES

– Capatilise on a well-known brand (by

association) – Master Chefs

• Objective

– To communicate the products unique

technology

• Media mechanisms

– Awareness

• Press Ads

• Promotion Press Ads

– Promotion

• Win experience Gourmet Cooking Corses

– Below-the Line

• Store POS

• Store communication

• Incentives

Press - Generic

Press - Promo

Built-in Appliances

• Creative Rationale

– Convey the Built-in components

appeal

– EYE-LEVEL CONVENIENCE

– FEATURES

– Creatively epitomise the message

– No true USP, therefore offer added

value to the customer

• Objective

– To communicate the products

features and benefits to the correct

target market, at the correct (NB)

Built-in Appliances

• Media mechanisms

– Targeted Communication

• Direct mailers

• Purchase Databases:

– Construction

– Architects

– Interior Design

– Kitchen Retailers

• Leaflets at construction sites

– ATL

• Targeted Publications, i.e. ALL

REGIONAL HOMEMAKERS FAIRS

– Promotion

• 10% Off voucher on presentation of

the voucher (on any of the

components)

– Below-the Line

• Store POS

• Store communication

• Incentives

DM Elements

DM Elements - Front

DM Elements - Back

Homemaker’s Fair ATL

Press

Solardom Oven

• Objective

– Sell the Solardom’s USP

• COOKING WITH LIGHT

• NATURAL

• NATURE

• UNIQUE IN MARKETPLACE

• EDUCATION

• DON’T INCENTIVISE

– Specific Market

• Direct Mail elements

• Buy Databases

– Strategic Leaflet distribution

– BTL

• POS at store level

– ATL

• Selected publications

• HOMEMAKER’S FAIR

ATL Press

DM Elements

DM Elements - Front

DM Elements - Back

Leaflet - Front

Leaflet - Back

Conclusion

• It is imperative that the brand

equity of the LG Brand is

maintained and enhanced on all

levels

• LGE Technology is so advanced

the products can sell

themselves… where

appropriate

• You need to believe in your

products and brands

Thank You