1. Large & Small
Appliances
Marketing Plan
2007

2. Feature Products
• Large Appliances
– Steam Direct Drive Washing
Machine
– Side-by-side Fridge
• Small Appliances
– Steam Chef Microwave Oven
– Solardom Oven
– Built-in Ovens, Hobs & Extractors
– Compactor Vacuum Cleaner

3. Feature Products
• Agency Objectives
– Create cohesive campaigns around
each product, maintaining the
brand attributes of the umbrella
brand, yet concisely communicate
the promotional message of each
product
– Recommend preferred campaign
ideas which clearly epitomizes
each product, via the correct
channel of communication

4. Strategic
Implementation
• Strategic Considerations
– The immediate intention was to
ensure that the BRAND EQUITY of
LG is endorsed at all times
– The most important key strategic
indicator was to identify the
ultimate “UNIQUE SELLING
PROPOSITION” of each product
– The second point of departure was
to isolate the target market
– The third phase encompassed the
channels of communication
• That is:
– getting the correct message
– for each product
– to the correct customer
– through the most effective mediums
– at the correct time

5. LG – The Brand
• The most crucial strategic
consideration for a marketer, is to
ensure that the brand equity (the
asset of the brand) is not basterdised
at any stage of the communication
process
• One should not underestimate the
power of the “Asset of the brand”
• We will not compromise the umbrella
brand for the sake of “selling a
product”, rather use the asset to
endorse the product
• Our objective is to enhance and
maintain LGE’s positioning at SA’s
most loved brand

6. Promotional Calendar
LGE ZA Marketing
Plan
FISCAL 2007
Mar- Apr- May- Jun- Jul- Aug- Sep- Oct- Nov- Dec-
07 07 07 07 07 07 07 07 07 07
LARGE APPLIANCES
Steam DD
Washing
Machine
DD Fridge
SMALL APPLIANCES
Steam Chef
Microwave
Built-in
Appliances
Soladome
Oven
Vacuum
Cleaner

7. Steam DD Washing
Machine
• USP’s
– First Steam Washer in the world
– 1st to market
– No competition
– No remotely comparable product
• Key Mechanisms
– Let the product sell itself
– Do not incentivise the customer to
purchase
– The product is unique enough to
sell itself
– The emphasis is on the following:
• EDUCATION
• EXPERIENCE
• AWARENESS

8. Steam DD Washing
Machine
• Creative Rationale
– Had to capture the true essence of
the brand, through its USP’s
1. STEAM
2. HEALTH PROPERTIES
3. Present this is a positive and clear
message
4. Create aspiration and demand
5. Allow the customer to touch, feel
and learn about the unique
abilities of this exceptional and
advanced technology
6. Visually stimulate the customer’s
senses

9. Steam DD Washing
Machine
• Media mechanisms
– Awareness
• “Larger-than-Life” insert into all
consumer lifestyle and home-related
publications
• Insert the same into Sunday Press
– Experience
• Mall Promotions
• Interactive and demonstrative display
mechanism
• Education
• Competition
• Six weeks – six malls
– Below-the Line
• Store POS
• Store communication
• Incentives

10. Press Ad

11. Press Ad

12. Press Ad

13. A1 (folded to A4)

14. A1 (folded to A4)

15. A1 (Elements)

16. A5 Booklet

17. Mall Display
• Media Mechanisms
– Revolving display unit
– Product
– Plasmas
– Booklets
– Domnstrators
– Competition

18. Additional Promo Ideas

19. Additional Promo Ideas

20. Side-by-side Fridge
• Creative Rationale
– Capture the true essence of the product,
through its promotions message
– Now… More SPACE and freshness
• Objective
– To communicate the products larger size
• Media mechanisms
– Awareness
• Press Ads
• Television Ad (Generic & Tag)
• Promotion Press Ads
– Promotion
• R1000 Woolworths Food Gift Voucher
• Win a trip to a destination of space and
freshness
– Below-the Line
• Store POS
• Store communication
• Incentives

21. Press Ad - Generic

22. Press Ad - Promo

23. TV Ad

24. TV Ad - Tag

25. Steam Chef
• Creative Rationale
– Capture the true essence of the product,
through its promotions message
– STEAM TECHNOLOGY
– VERSATILITY
– FEATURES
– Capatilise on a well-known brand (by
association) – Master Chefs
• Objective
– To communicate the products unique
technology
• Media mechanisms
– Awareness
• Press Ads
• Promotion Press Ads
– Promotion
• Win experience Gourmet Cooking Corses
– Below-the Line
• Store POS
• Store communication
• Incentives

26. Press - Generic

27. Press - Promo

28. Built-in Appliances
• Creative Rationale
– Convey the Built-in components
appeal
– EYE-LEVEL CONVENIENCE
– FEATURES
– Creatively epitomise the message
– No true USP, therefore offer added
value to the customer
• Objective
– To communicate the products
features and benefits to the correct
target market, at the correct (NB)

29. Built-in Appliances
• Media mechanisms
– Targeted Communication
• Direct mailers
• Purchase Databases:
– Construction
– Architects
– Interior Design
– Kitchen Retailers
• Leaflets at construction sites
– ATL
• Targeted Publications, i.e. ALL
REGIONAL HOMEMAKERS FAIRS
– Promotion
• 10% Off voucher on presentation of
the voucher (on any of the
components)
– Below-the Line
• Store POS
• Store communication
• Incentives

30. DM Elements

31. DM Elements - Front

32. DM Elements - Back

33. Homemaker’s Fair ATL
Press

34. Solardom Oven
• Objective
– Sell the Solardom’s USP
• COOKING WITH LIGHT
• NATURAL
• NATURE
• UNIQUE IN MARKETPLACE
• EDUCATION
• DON’T INCENTIVISE
– Specific Market
• Direct Mail elements
• Buy Databases
– Strategic Leaflet distribution
– BTL
• POS at store level
– ATL
• Selected publications
• HOMEMAKER’S FAIR

35. ATL Press

36. DM Elements

37. DM Elements - Front

38. DM Elements - Back

39. Leaflet - Front

40. Leaflet - Back

41. Conclusion
• It is imperative that the brand
equity of the LG Brand is
maintained and enhanced on all
levels
• LGE Technology is so advanced
the products can sell
themselves… where
appropriate
• You need to believe in your
products and brands
Thank You