LG Electronics launched a ‘LG Lifestyle and Service on Wheels' campaign in Bangalore, which aims to create a consumer-engaging platform and strengthen the company's focus on product experience and service.
The campaign, which starts in Bangalore, will spread to over 40 cities in 2012.
Investment
The company plans to invest Rs 10 crore in this marketing exercise, in which five buses will ply across the country.
In today's environment, “the challenge lies in creating and sustaining a robust growth and at the same time creating a strong brand,” said Mr Soon Kwon, Managing Director – LG India, and President – South West Asia Region. It is essential to move beyond traditional marketing tools and “leverage vast consumer engaging opportunities,” he added.
‘LG buses'
The ‘LG buses' will be a modern studio apartment on wheels, with a living area, dining area and study room and will be used as a customer service area. The customer touch points will be resident welfare associations, clubs and high footfall areas, said Mr Lakshmikant Gupta, Vice-President and Chief Marketing Officer, LG Electronics.
The bus is equipped with a fully-operational workbench for repairs of all premium products from the company.