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Neha Kaushik

The company's communication strategy is undergoing a change, with the focus not being on technology but on the benefits derived from it.

NEW DELHI, March 22

A PRODUCT for every segment and revamped communication strategy is how LG Electronics is looking to increase sales this year.

Apart from this, the company will also be increasing its portfolio of imported items, by launching LG audio products in the market soon. Says Mr Ganesh Mahalingam, General Manager, Marketing, LG Electronics India, "Our range of audio products is likely to be introduced in April this year."

Meanwhile, the company's communication strategy is undergoing a change, with the focus not being on technology but on the benefits derived from it. For instance, it has already launched an advertising campaign for its new range of `Gold Fin' air-conditioners (targeted at women) which depicts the benefit of clean air for a pregnant woman.

Says Mr Mahalingam, "The ad is very different and we expect it to do very well. Air-conditioner advertisements are usually targeted at men, since they are believed to be the decision makers in the household. However, we feel that for our target segment, decisions on such purchases are generally made by the entire family."

The company will apply the `benefit' plank to all its forthcoming campaigns. It is set to launch two new advertisements for its Golden Eye range of televisions, and one each for washing machines and refrigerators.

LG is also undertaking direct marketing activities in rural and upcountry areas in regions where it is weaker. The company is already running a series of road-shows in B and C class towns in all the four southern States. "The road-shows showcase our models at different price points. We will now be introducing these road-shows in the West in about a month's time," says Mr Mahalingam.

To appeal to a wider range of consumers, LG has introduced a range of new models across almost all the categories it is present in. For instance, it has added four new models to its refrigerator range. It will be introducing three new models to its washing machine range in April and another one in microwave ovens.

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