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