One constant thing at LG is “Innovation”

Amit Gujral
Marketing Head,
LG India

LG has strong global presence in the smartphone market and it has a wide array of mobile phones across various price brackets to help offer more choices to the customers. LG was the first to launch a dual-core smartphone, first to launch a 3D smartphone and now again the first to launch a smartphone with a design revolution – the LG G2. LG is steadily building its smartphone portfolio by launching phones that cater to the core needs of customers, and the fact that they are available across pocket-friendly price brackets is an added bonus.

Globally, LG is number three smartphone manufacturer in the world, and in India too, LG is growing steadily. By 2014, LG is planning to grab 10-per cent market share of the Indian smartphone market. Throwing some more light on the company’s smartphone business, their expansion plans and marketing strategy for India, Amit Gujral, Marketing Head, LG Mobiles, LG India, has had an exclusive interaction with VARINDIA where he expresses his valuable thoughts. Excerpts… 

How do you envisage to penetrate into C-, D- and E-class cities with your brand?

We are planning rapid expansions in India in the next few years. As LG has a good presence in the entry-level smartphone segment, tier-II and tier-III cities are of extreme importance. LG has LG Shoppe outlets across a number of towns in India and, in the next few years, LG plans to open up a lot more LG shoppes in the tier-II and tier-III cities. 

What are the channel and retail strategies for your offerings?

Building entire value chain being profitable is the core channel strategy. We are looking ahead to profitable growth for all in the system from Distributors, Dealers, Sub-Dealers to Retailers. 

To get ahead further, retail would be strengthened via improved Weighted Distribution and Normal Distribution.

What kind of marketing and promotional tools do you have to position your brand in the market?

From time to time, LG has been offering phone cases Free with all handsets across the price brackets at retail outlets. For example, with the latest launch LG G2, a unique Quick Window cover is being offered to all the buyers of LG G2.  All LG smartphones across price ranges are supported with Life Time 50GB storage via Box.net. 

All such retail promotions are backed by regular Print, TV and Digital campaigns. 

Do you have any pricing strategies for your handsets? What are key points do you  consider while pricing your products?

Pricing strategy is always driven by phone features in terms of Hardware, Software and User Experience extended via the phones. Being competitive, we price the phones which truly reflect the quality of delivery expected by our consumers given the overall specifications and features of the phone. 

What are your future plans for the Indian mobile device market?

India is the third-biggest mobile phone market in the world with a potential to become the first in the next couple of years. India, therefore, is amongst the top five priority markets for LG. The smartphone segment specially has been growing by leaps and bounds in India and LG plans to fully leverage on this by introducing innovative products that cater to the needs of customers.

satinder@varindia.com