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.

2. LG inverter Invertor ICE-R Air
Conditioner

3. 450
 1960 Abans / GoldStar
 Ms. Aban Pestonjee 200
 House hold appliances
6000
 5 SBU
Repair & Abans
Auctions
service guarantee

4. Target market & environment Energy Consumption
120
Eco
friendly Conventional
product 100
Energy consumption
Air Conditioner
80
60
Product 40%
knowled awarene 40
LG Inverter Air
ge ss Conditioner
20
0
0 20000 40000 60000 80000 100000 120000
Image Analysis of each Brand
Price
150
Whilepool Market
100 SINGER share 10%
LG
50
Favorability
MITSUBISHI
0 300
Market
-150 -100 -50 0 Shape 50 100 150 show
share 15%
-50 rooms
SAMSUNG -100
repositio
-150
Familiarity ning

5. Communication Strategy
Push
Advertising
Pull
Sales Public Profile
Promotion Relations
Personal Direct
Selling Marketing

6. Key Message and Appeal

7. Promotional Time Table

8. Promotional Budget
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

9. Achieving Target