Positioning

‘A company that constantly

pursues innovation in order to
provide solid benefits to
customers’
Brand Identity
Taking the identity further…
BRAND PRISM

Physique Personality

Relationship CORE
Culture
BRAND

Reflection Self - Image

Brand Prism - Physique
• Digitalized
• Sophisticated
• Exclusive
• Virtual yet real
 Brand Prism - Personality
• Honest
• Familiar
• Reliable
• Pragmatic
• Family
Brand Prism - Relationship
• Human oriented
• Youthful
• International
• Everlasting
• Dependency
Brand Prism - Culture
• Innovation
• Approachable
• Inspiring
Brand Prism - Reflection
• Modern yet simple
• Smart
• Trustworthy
 Brand Prism – Self Image
• Social
• Stylish
• Global
• Eye for Quality and Design
Products
• Product definition
– RAC Segment
• Window Type AC units
• Split Type AC units
• Multi V Type AC unit
– CAC Segment
• Ceiling Type AC units
• Floor Standing Type AC units
 Products
• What are the competitors up to??
– Carrier Wonder Unit
– Carrier Pure Dew
• Our Innovations
– Anti–Bird Flu Air Conditioners
– Internet Controlled Air Conditioners
– Picture Frame Air Conditioners
• Post Sale Technical Support
– Global Cyber Service Centre
 Price: Window Units
Price of Window Units with respect to competition

600

550
Price in S$
500

450
Carrier Hitachi LG Samsung
Company
 Price: Split Units
Price of Split Units with respect to competition
Competitive Pricing
Samsung
LG
Company

Hitachi
Carrier

540 560 580 600 620 640 660 680 700

Price in S$
 Place
• Channel Design
– Direct Customer Contact Centers
• LG Aircon Plaza – dedicated Air Conditioners sale
center
• LG Plaza at Funan Mall
• LG Digital Plaza
• Service Centers
– LG Aircon Service Centers
 Promotions
• Advertising:- Print, TV, Outdoor, In-store
Display, Internet
– Corporate Ads
– Air Conditioner Specific Ads
• Events
– Road Show and Product Launches
– Exhibitions/Trade shows: Communicasia
– Sponsorships: MTV music awards
 Promotions
• Public Relations
– Strengthen brand identity
– Promote sales
 Creating Value
• LG places greatest importance on serving
customers by:-
– Providing efficient timely solutions
– Adding true value for customers through
innovation
• Corporate Social Responsibilities
– Welfare Activities
– Fund Raising
 Sustaining Value
• New Product Introduction
– MPS technology reduces energy
consumption by 70%
“A novel way of creating value”
• Brand Equity
The LG Way of Retaining
Customers
“How can we help you?”
“We can solve your problem!”

“We will keep you updated.”

“We deliver on time.”
“Custom made to satisfy your needs!”
 Customer Testimonial

“LG brand today represents a promise to

offer innovative technologies and solutions
to customers all over the world.”

Bill Gates, Microsoft Corporation

 The LG Way

“We are ahead of others on the right way that every company
eventually has to take for the benefit of its valued
customers.”
 Group 4 Team Members
 Cibby C Cherian (GMB06C247)

 Jitendra Manghnani (GMBA06C210)

 Mayuresh Dhabe (GMBA06F231)

 Shekhar Purnendu (GMBA06F214)

 Trapti Mudgal (GMBA06D242)