LG Mobile in bid to cement third slot

LG, which is locked in a battle with Micromax for becoming the third biggest handset maker in India, is in the process of revamping its brand and marketing strategy.

Local brands such as Micromax and Karbonn claim that they have captured about 25 per cent market share in just a year. Nokia occupies the number one slot in the Indian handset market, followed by Samsung is at number two.

LG will invest Rs 300 crore this year in brand building, distribution strategy and marketing activities, LG Electronics India Business Group Marketing Head (Mobile Communications) Sudhin Mathur says.

It has appointed John Abraham, Genelia D’souza and Abhay Deol as brand ambassadors for LG Mobile phones in India. The company is also targeting a three-fold increase in revenues this year to Rs 3000 crore from Rs 1000 crore at present.

“We will position LG Mobiles as a fun loving, free spirited brand. Our strong differentiated product line up with clearly defined value propositions and enhanced distribution reach will help”, Mathur says.

There would be an aggressive multi-media campaign covering television, radio, outdoor, cinema and internet, supplemented by print advertisements. The first campaign will start in the first week of March.

The company will launch 40 new handsets this year, taking its total number of products to 80. The new models would cover the entire range – from entry level to smart phones and from touch screen to dual-SIM phones.

It is also planning to open 100 exclusive stores of LG mobiles across the country besides increasing its retail presence to about 50,000 retail outlets.