Marketing for LG starts from its products and its consumers

Amit Gujral
Head – Corporate Marketing, LG Electronics India

“The core concept of LG marketing is “Outside- In”, meaning the brand does not want to satisfy basis only what it thinks. The ‘Outside’ context here is consumers, who are there in the market, their needs and demands, what do they perceive etc. Marketing for LG is just not marketing communication; it starts from the product. The whole phenomenon revolves around the consumers primarily.      

LG has a very innovative product strategy in place. Products are built through its core DNA - ‘Learning From You’ i.e.It continuously and consciously reaches out to customers to know what they want from the products. It also tries to understand the Environmental changes happening over time and how not just people but even Governments are aligning for Health conscious and Environment friendly products and practices.

Talking about R&D at LG, there are two approaches. One is the pure research and development for new innovations and products based on consumer studies with utmost Quality Control and the second is the production R&D. 

LG Electronics India has launched an emotional yet inspirational campaign themed #CelebratingTheNew. The launch of the video coincides with LG’s 21st anniversary celebrations in India, where it is further stepping up efforts to design and manufacture innovative products and solutions that satisfy the specific requirements of Indian customers.”