L. K. Gupta
CMO, LG Electronics India Ltd.
My defining marketing moment came right at the start of my stint with LG in 2007. For years, the category of electronics and durables had been targeting Diwali sales with a lot of promotions and freebies. In 2007, we decided to move away from “offer-oriented” selling in favour of marketing to consumers based on propositions of quality, customer care & trust. LG decided to do away with discounts and freebies that year. The risk was enormous. We devised a pre-Diwali campaign which boldly proclaimed, “No Discounts... no discount on quality, no discount on customer care, and no discount on Your trust”. We exhorted consumers to be smart by saying that when they buy LG, it is “One Wise Decision. Complete Happiness.” This line went on to be a theme for LG’s advertising for the next two years.
CMO, LG Electronics India Ltd.
My defining marketing moment came right at the start of my stint with LG in 2007. For years, the category of electronics and durables had been targeting Diwali sales with a lot of promotions and freebies. In 2007, we decided to move away from “offer-oriented” selling in favour of marketing to consumers based on propositions of quality, customer care & trust. LG decided to do away with discounts and freebies that year. The risk was enormous. We devised a pre-Diwali campaign which boldly proclaimed, “No Discounts... no discount on quality, no discount on customer care, and no discount on Your trust”. We exhorted consumers to be smart by saying that when they buy LG, it is “One Wise Decision. Complete Happiness.” This line went on to be a theme for LG’s advertising for the next two years.
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Source : IIPM Editorial, 2010.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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