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Received SABRE 2009 Certificate of Excellence in the new consumer product and technology categories for launching LG Viwety Phone in Style for LG Electronics, India
<ul><li>Mobile phones have certainly evolved over the years. From simple text messaging B&W screens; we now have high resolution colour displays fully activated with web access, gaming and music. As these phones incorporate the latest in style and functionality they are often referred to as ‘fashion’ phones. </li></ul><ul><li>And as the name suggests, these phones are used not just for their intrinsic value but to flaunt their very appearance (style does matter). Besides, in a fragmented market, every mobile user is different and marketers need to categorize demographics and purchasing power in order to be successful. In such a scenario, the USP lies in creating that emotional bonding between the product and the consumer. </li></ul><ul><li>LG Electronics Mobile Communications Company (LG) (www.lge.com) is a leading producer of UMTS (WCDMA), CDMA and GSM handsets. LG draws upon its cutting-edge technology and innovative handset design capabilities to create a high quality mobile product for its customers around the world. </li></ul><ul><li>LG began as a late entrant in the mobile market in India; therefore it was an uphill task to get consumers to embrace the brand. The market has been dominated by Nokia and consumer attention was focused on the recently launched iPhone around the world. </li></ul><ul><li>Despite rapid growth in the Indian mobile market, many challenges still exist (such as speed of data services) and consumers do not yet have the feature and style options available in Europe and North America. So, to introduce the LG Viewty(KU990), a stylish and fully-featured smart phone that rivals any on the market, LG knew it needed to make a splash entry, establish the overall LG brand and adopt a positioning for the LG Viewty that would generate attention in a cluttered marketplace and establish its unique sense of style. </li></ul>Categories: A3 (India), B20 (consumer – new), C18 (consumer products) plus C22 (Technology) Program: Launching the LG Viewty Phone in Style Organization: LG Electronics Agency: Hanmer MS&L Program Story The Strategic Approach A technologically advanced product coupled with the right marketing and PR approach can do wonders; and for this, a detailed study was undertaken: such as competitor analysis (there are some 7 dominant players), consumer profiles on their likes and dislikes; what they would like in a mobile phone - further narrowed down to specific demographics from various metros; and overall the most important factor - purchasing power. After analysing the required data LG adopted an aggressive media/PR campaign – both Target marketing and Mass marketing mediums were used. The concept of Smart phone was explained viz. monitoring email, surfing, calendar syncing et al. This would help position LG Viewty (KU990) mobile phone as a state-of-the-art mobile device that is equally acceptable with the college and the corporate crowd. Research Based on their data on consumer research and an assessment of market trends, LG knew that almost everyone wanted a phone with trendy looks; was feature rich in terms of form and functionality viz. Haptic feedback, Music, Web services and applications, and ideally stood out from the crowd. In short, a phone that offers Value For Money. The iPhone was making its presence felt globally and was being introduced in India. Feature-to-Feature, the Viewty matched the iPhone and most important; it was designed with the Indian consumer in mind and optimised for Indian networks. In order to be one-up on the campaign; LG decided to position the Viewty as a top-of-the-line smart phone with style and enhanced features - an iPhone alternative. Finally an USP was proposed - “LG Viewty – the iPhone killer” - a state-of-art multi functional mobile device. Strategy LG’s strategy focused on a clearly defined pre-launch, launch and post-launch plan for the LG Viewty. The PR strategy was two-fold: to create compelling associations between the phone's brand values (design, utility, and catchphrase) and associate the phone launch through the pop culture world of celebrities, fashion, art, and entertainment. Throughout the launch, the goal was to incorporate LG Mobile's brand promise of ‘Life is Good’ as an underlying aspect to the new LG Viewty brand. With the LG Viewty’s sleek design, 3-inch color touch screen display, optimised software for web browsing on India’s networks, photo and video capture-available - the stylish new phone supported both form and functionality to the maximum. With all things in perspective, it was now time to roll it out in style. The generation ‘Next’ is pretty conscious about the latest trends and identify themselves with trendsetters who personify their cool attitude. To reinforce this idea, Bollywood actress and heartthrob ‘Deepika Padukone’ (a rare combination of beauty and brains) was engaged as the brand ambassador for LG Viewty. Target Audience and Program Insights Based on consumer research and an assessment of market trends, which included a review of competitor marketing and media efforts, LG determined that the early adopters would be consumers who see their mobile phone as a reflection of their own personality and use it as a statement of style. This created a broad consumer target, but with similarities that crossed generations, gender and other demographics. Several influencers were identified for this group; ranging from Bollywood stars to digital/social media (blogs) as well as dozens of traditional consumer media in various regions. To generate the required enthusiasm, LG organised (on a global scale) the 'Viewtyful World' online photo contest ( http://www.viewtyfulworld.com/uk ) – the winner would walk away with a grand prize US $10,000 for their work. Besides, Hanmer MS&L coordinated the Macau trip for key Indian media to create a buzz for Viewty in the market and last but not the least, Viewty was showcased at the Mobile Asia 2008 which won the phone several accolades. Objectives are listed on next page CONFIDENTIAL – Not authorized for public distribution
<ul><li>In order to influence decision making process and change the mindset across various demographics, LG ensured the campaign highlighted the phone’s ultra cool features and functionality. An extensive media campaign included pre-event teasers, strategic media exclusives and an aggressive outreach to the business, trade, consumer lifestyle and entertainment press. </li></ul><ul><li>For the media, we prepared a lifestyle note to target the lifestyle publications and product launch columns for technology publications giving specific details on the Viewty’s style features and promoted it as a style icon in the GSM segment. In addition, we also shared a contributory article with the general media on how to choose your camera phone; and overall positioned Viewty as a style icon. Furthermore, there was an ad campaign released in Macau at the Asia launch programme which was an international advertisement. This particular international advertisement was used as a promo in the television media coverage that Viewty received. Overall, the budget for this PR program was 35 lakhs (approximately USD $80,000) which included the expenses. With sustained efforts media evaluation of Viewty India launch witnessed 125 media attendees (from electronic/ print, wire, trade and photographers) with a coverage of over Rs 1 crore(PR Value) . </li></ul>"The Viewty has the perfect balance of style and technology, something that a brand like LG is always known for. The phone is indeed a must have for all those who perceive mobile phones as an extension of their personality. The LG Viewty has extra-ordinary features to offer and it has indeed raised the bar in the mobile phone market.“ - Bollywood actor Deepika Padukone . Program and Execution Objectives and Results Objective: Position LG Viewty phones as an aspirational smart phone in line with its previous launches such as the ‘Prada’ phone as well as set precedent for future launches. Result: LG Viewty received an overwhelming response in excess of 200 stories and an equally positive feedback across all media. The aspirational tag was attached to the brand and media reported headlines such as “After Prada LG ushers in the Viewty revolution”, “Viewty with brains”, “It’s Viewty-ful”. LG Viewty became a rage in the country and enquiries were pouring in for the LG GSM team. Objective: Position the LG Viewty as a top-of-the-line smart phone with style - an iPhone alternative. Result: iPhone was eagerly awaited in India and the media had created a lot of hype about it (2007), but the media was taken by surprise when they saw the LG Viewty launch in India with such sleek features. It was stylish and technologically advanced as well and matched the iPhone feature-to-feature. As a result, LG Viewty was compared to the iPhone instantly. Many publications like Hindustan Times (a widely circulated mainline in India) made the comparison. Objective: Drive sales of 500,000 with LG Viewty spearheading the sales numbers. Result: Sales of phones significantly exceeded forecasted target of 500,000, setting several internal records. (Specific figures confidential). Note: There was no specific target of selling Viewty in India but LG Viewty spearheaded the sales target to achieve a growth of 200% in the GSM segment in 2008. <ul><li>Execution part – Strategy focused on a clearly defined pre-launch, launch and post-launch plan </li></ul><ul><li>PRE LAUNCH </li></ul><ul><li>Publication of articles across cities to highlight launch of Viewty </li></ul><ul><li>Talked to various bloggers about Viewty to generate excitement in the new media </li></ul><ul><li>Pitched story ides to key reporters across media </li></ul><ul><li>Sent brochure/press kit to key technology publications and lifestyle magazines. </li></ul><ul><li>LAUNCH </li></ul><ul><li>Media associated during pre-launch activity was invited </li></ul><ul><li>All leading national television channels were present during the launch </li></ul><ul><li>Bollywood celebrity Deepika Padukone was the highlight of the event </li></ul><ul><li>Viewty phones were given out to the media for the review of the phone to select print and </li></ul><ul><li>electronic media at the press conference itself </li></ul><ul><li>Event was broadcast live through television channels, active blogging and via traditional media who published the news in their late editions. </li></ul><ul><li>POST LAUNCH </li></ul><ul><li>Focus was on building brand preference and influencing sales </li></ul><ul><li>Story opportunities (product reviews) related to advertising, branding and marketing initiatives </li></ul><ul><li>were explored with the media </li></ul><ul><li>Word of mouth tactics by organizing an Asia press tour to Viewty launch in Macau for media prior to the India launch which created a buzz through the media. We had coverage which said soon to come in India. </li></ul><ul><li>With such a comprehensive preparation, Viewty received rave reviews from mobile phone critics further enhancing its status not just as a gizmo but as a phone with all the smart features and which would easily live up to it its tag line as the ‘iPhone killer’. With all things in perspective, life certainly is good for LG. </li></ul>Objective: Create and leverage a brand ambassador that would influence target consumer audiences. Result: Bollywood actress Deepika Padukone was the chosen one. Her very presence drew enormous crowds and offered a rare photo opportunity for the press. Besides the brand ambassador, Viewty was also showcased at ‘Mobile Asia’ in India which created further hype for the phone. CONFIDENTIAL – Not authorized for public distribution