Projects done in LG Electronics

1. Project portfolio
Kuznetsov Sergey | skuzn2k@gmail.com

2. LG Electronics
Korean company-producer of Major Domestic Appliances and Consumer electronics
Position: Head ofTV Product marketing
Period: June ‘11- Aug ‘12
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 2

3. Key targets for the company:
1. To reduce the Market share difference with the main competitor (Samsung) from
14%
2. NewTV line-up launch
3. Improvement of product mix in retail
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 3

4. Have been created and approved the annual marketing plan for 2012:
Including:
- 3 waves of campaigns (TV, press,
Internet)
- 14 big events, activites
- Introduction of the new Cinema3D
SmartTV line-up
- Consultants project more than 700
ppl
- Demo-zones, brand-zones in the
biggest shops across the Russia
Marketing budget – 1 bln Rub forTV
category
Actions:
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 4

5. 1. Consultants Project
Actions:
- More than 700 consultants in key shops around the Russia
- Have been re-introduced online educational platform – with the
social, gamification and assessment tool (www.lg-master.ru) – in
cooperation with LGTrainingAcademy
- Have been re-introduced the training for the sales people –
together with LGTrainingAcademy
2. Results:
- Clear tool for assessment of the promoters, with clear roles and
responsibilities and key data
- Unique platform, which is used not only by the LG personnel, but
by the retail sales managers (Eldorado, Mvideo), which helps to
improve the product knowledge, additionally motivate for the sales
(due to the gamification techniques and special prizes) .This
platform become on of the first such platforms on the electronics
market
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 5

6. 2. Cinema3D Bus Project
Actions:
Aim:To popularize the LG Cinema3D technology /
educate consumers / show new 2012 top model
Action:
ATL part:
March-May – viral campaign through Social media
andYouTube
http://www.youtube.com/user/LGRUSSIA/Cinema3D -
BTL part:
Special bus with integrated 3DTV/ Home theater
have been used
Wave 1: Moscow-St.Pet (40 winners)
Wave 2: 9 cities (from Moscow to Sochi) around
1000 km – in collaboration with “Train of
innovations” – project of PR department
Wave 3: 7 biggest summer events in 7 biggest cities
(Velikie Luki– show of baloons,White nights in St.
Pet, Kabana event in Kuban, etc)
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 6

7. Results:
ATL part : 325K visitiors, 792K views, 299K unique
visitors
BTL part:
• 1 wave: 98 visitors of the bus + social and viral
effect (around 300K viewss)
• 2 wave: more than 3000 visitors of the Bus + PR
effect (more than 30 publications). Report:
www.nomobile.ru/texts/159243.html
• 3 wave: more than 5000 visitors + PR and social
effect
Project was nominated as a best in PR/Marketing
activity in the LG Electronics worldwide
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 7

8. Actions:
3. Project Cinema3D Cinema Activation (in
Moscow cinemas)
• Aim:
- Create a strong correlation between 3D viewing
experience in cinemas through LG Cinema 3D Brand
corners, by clear demonstration and
communication of LG Cinema 3D technical
advantages and consumers benefits
- Bring a strong message, that with LG Cinema 3D
one can have the same (as in MovieTheater)
experience at home
Action:
- 10 best cinemas in Moscow
- Special interactive brand-zones in the entrance
halls
- Branded halls, popcorn buckets, gifts,
construction on foyer
- Special deals for the purchase (Mediamarkt,
MVideo)
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 8

9. Results:
- More than 76K unique visits to the stand
- Total traffic – 622K
- Sales in the shops have been increased by 20-
35% during the period of the activity (in the
shops, located at the same mall as Cinema
Theater) + 1 month
- PR-effect – more than 50 publications
3. Project Cinema3D Cinema Activation (in
Moscow cinemas)
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM)
Video report:
http://www.nomobile.ru/media/163116.html
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10. 4. Project Sport-bars in 3D
Aim:
• Create a strong correlation between Sports
viewing / live game and 3D viewing experience
through LG Cinema 3D products
Action:
- Best sport-bars in Moscow and regions
- 7 sport-bars in Moscow, 5 in regions
- Full branding, advertising material (POSM, ads
onTV), live commentators, every brake - LG
Cinema3D advantages description
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 10

11. Results:
- More than 10K unique visitors
- Social and viral effect: more than 3500 pictures, reviews, comments
- PR-effect: more than 35 publications
4. Project Sport-bars in 3D
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 11

12. Key results:
1. Decreased the market share difference to 2%, become a strongest number 2 player on the
market
2. Successful launch of the new product line-up (listings in all federal chains, share of premium
segment – 25%)
3. Improvement of the stock & overall sales results in the chains (consultant program have been
increased the coverage by 30% in Mvideo)
4. All projects, which was initiated was nominated as the best in LG Electronics globally, several
was chosen as the best (Cinema 3D Bus, Cinema Activation) projectsWorldwide
SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 12