The article briefs the marketing strategy of LG Electronics in the Indian market. It talks about how LGEIL adopted health as one of its campaigns for marketing. It discusses about how direct marketing and advertisements like golden eye, plasma healthy air system, healthy wave, fabricare helped LG differentiate itself from its competitors. LG delivered health, convenience, advanced features and technologically advanced products.

Brand image- Building of brand image on various platforms

Health platform- Leveraging health consciousness for promotion purposes

Direct marketing- LG decided upon its promotion through the route of direct marketing.

Health aspect- To differentiate itself from its competitors, LG promoted itself as being a company for health conscious people. It aired all its ads reminding the customers of the health benefits of its products. Its advertisement campaigns focused on the health aspect. LG has used health as the major positioning strategy and tried to position itself globally on the basis of that. Its vision was to become health partner for its consumers.

Direct marketing- The route of direct marketing adopted and health campaigns by LG proved to be very successful by taking it to the number one position with the highest market share. The objective of direct marketing was to serve the customers in a better way after the purchase by teaching them the various uses of microwave.. Also, LG was able to identify customer buying behavior in different zones and could customize its products accordingly. Direct marketing also helped the company communicate the product improvisations and customizations directly to the customers. It was quick to respond as per the customer requirements.

Though direct marketing is expensive as compared to other methods of promotion, but the strategy seems to pay off as the September 2004 ORG Marg Retail survey declared LG as the leader in microwave market with 43.6 per cent market share followed by Samsung with 20 per cent and IFB with 12.5 per cent

LG should continue its direct marketing campaign till the time consumers start feeling comfortable and they become well aware of the product. Once the consumer has gained the complete knowledge about the usage of the product, the company can stop direct marketing and switch to other media as direct marketing is a very expensive method of marketing.

The company these days is facing immense competition from “Samsung” as it is also trying to target its customers through the platform of health. It should continue giving direct offers to the customers through direct marketing and also find new and innovative ways to differentiate itself.