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LGE ZA Strategic Appliances Present

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Information about LGE ZA Strategic Appliances Present

Published on June 10, 2008

Author: Meetior

Source: slideshare.net

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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 Plan FISCAL 2007 Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec- 07 07 07 07 07 07 07 07 07 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

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