Lg inverter invertor ice r air conditioner- Marketing Cmmunication plan by Dilupa Sandika
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LG has more than 6000 employees, more than 200 show rooms and more than 450 authorized dealers. Marketing communication objectives are increase awareness, product knowledge and eco friendliness. Marketing Objectives are increase market share, positioning and increase show rooms. There are two main advertising Appeals. "Functional" appeals are money saving, cooling and reduce humidity. "Emotional" appeals are Sex, Eco-friendliness etc.
Transcript of Lg inverter invertor ice r air conditioner- Marketing Cmmunication plan by Dilupa Sandika
LG inverter Invertor ICE-R Air Conditioner
1960 Abans / GoldStar
Ms. Aban Pestonjee
House hold appliances
5 SBU
Auctions Repair & service
Abans guarantee
6000
200
450
Target market & environment
LG Inverter Air
Conditioner
Conventional
Air Conditioner
0
20
40
60
80
100
120
0 20000 40000 60000 80000 100000 120000E
ner
gy c
on
sum
pti
on
Price
Energy Consumption
Whilepool
LG
SINGER
MITSUBISHI
Shape
SAMSUNG
-150
-100
-50
0
50
100
150
-150 -100 -50 0 50 100 150
Favora
bil
ity
Familiarity
Image Analysis of each Brand
Eco friendly product
40% awarene
ss
Product knowled
ge
Market share 10%
Market share 15%
repositioning
300 show rooms
Communication Strategy
Push
Pull
Profile
Advertising
Public Relations
Direct Marketing
Personal Selling
Sales Promotion
Key Message and Appeal
Promotional Time Table
Promotional mix tool Budget
TV advertising 30, 000, 000
Radio advertising 4, 500, 000
Print advertising 5, 000, 000
Consumer promotion 6, 000, 000
Trade promotion 4, 000, 000
Sponsorship 4, 000, 000
Media conference 700, 000
Direct mail 100, 000
Public relation 500, 000
Web 250, 000
Point of sales material 5, 000, 000
Total 60, 050, 000
Promotional Budget
Achieving Target
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