"UP the Value chain" LG

LG is ready to reposition itself in India. From an aggressive price warrior and technology provider, the brand will henceforth be communicated as one that causes happiness, an enabler of life enrichment. The focus will be on the softer aspects of things. This is the first experiment of its kind that LG has done anywhere in the world. If it clicks, the idea will be taken to other markets. All eyes are therefore on India at the moment.

This, to be sure, is not the first time that LG has tried to reposition itself in India. For almost 10 years after it came to the country in 1997, LG had focused on the mass market. But a sizeable chunk of consumers over the years had moved up the value chain — a space well captured by rival brands like Samsung and Sony. This, for instance, shows up in the fact that LG is behind Samsung in the LCD television market. So, it made a deliberate attempt to get noticed as an up-market brand. This happened through LG campaigns as well as products like the Jazz LCD televisions and Chocolate mobile phones.

And now LG wants to move away from in-your-face product promotion to subtle messages — it can bring happiness to your life. “Our motto is life is good. We will address what people consider good,” says LG Electronics India Managing Director Moon Bum Shin.

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