Advertising & Publicity
It is very important for a brand to know its target market, the buying behaviour and the pattern of consumer so that it can effectively formulate its advertising strategy to position its brand.
The peak sales period in the room AC market is from March to may followed by a lull in the market and then sales pick up again in the month of October.
A) LG- LG’s advertising account is handled by American MNC Lowe Lintas. The annual advertising budget is around 93 crores for the year 2001-02. . LG has advertised aggressively both in the print media as well as audio-visual media such as newspapers, magazines, and T.V etc.during the months of March to may.
The advertising has mainly been mainly a mix of brand and product positioning. The initial ads showcased the story of a senior citizen who wishes to go for a walk but is unable to do so because of rains and then he is suggested by his daughter to take a walk in the house itself as the LG AC would make sure that the air is fresh and healthy, with respect to its plasma filter technology.
The ad ends with the person walking on the exercising machine with a smile on the face.
LG-Health and Happiness in every breath.
It advertisement features a small girl standing on feet of her father and father is catching her hands and walking.
The other advertisement is father after playing with his child takes him in his palms and starts walking because the child is tired. This shows the good health of the father as he breath fresh air of LG Air-conditioner.
Its another advertisement featured that a father beats his son with a pillow before going to sleep and then Childs mother and sister starts beating the father rescuing the child. This shows their health and happiness
Then there was another Switzerland “To Hai Right Idhar” popular advertisement where in a man is shown going to Switzerland where by he just moves from one room to another one fitted with LG Plasma air conditioner, stating that thanks to the cool, pure and healthy air pumped by LG Switzerland’s ambience is created right in his bedroom.
They have now started advertising about the technology aspects of Plasma filters with respect to the many Goalkeepers commercial and a lot of print ads. Another one of their popular ads has been that of positioning their Brand as a tool to respire on land just as an oxygen cylinder is required to breathe under water.
Thus they have captured the health category with respect to the concept of cool, clean and healthy air with smart and innovate adverisements. Their advertisements also talk about their service that is perhaps the best in the business and the 0% finance options available for the consumers.
They have also been using corporate advertising where by they advertise all the products under the LG brand. This is generally done during their anniversaries or festive seasons or slack periods to offer gifts, discounts etc.depending upon the need of the situation. They use banners and billboards very selectively, mostly during festive seasons and off seasons to promote sales and reduce the expenditure on advertising but at the same time be in the eyes of the customer.
They always try to be in the news by participating in exhibitions, fairs , sponsorships etc. They have already been declared the N0.1 Brand in the room ac segment where they have displaced the American MNC giant Carrier Aircon that was ruling the roost for the last ten years. It has targeted mainly to the higher income group or the double income families of the society.
B) Godrej’s advertising account is handled by THOMSON ASSOCIATES . the annual advertising budget is 6% of the turnover i.e. 2.16 crores .
Its advertisement features that all the family members were sitting for having lunch . the members included grand father , grand mother , father , mother , and two childrens . the childrens feel very cold because of godrej AC and they go and sit on the laps of their grand parents .
Its second advertisement shows that all the family members are sitting on different beds for watching television but as the godrej Ac gets on after few minutes the family members start to shiver and come and sit on one bed by sticking each other.
Its third advertisement shows that corporate people had came to attend the meeting but they go and sit by sticking each other on two-three chairs and leave other chairs empty.
It is very important for a brand to know its target market, the buying behaviour and the pattern of consumer so that it can effectively formulate its advertising strategy to position its brand.
The peak sales period in the room AC market is from March to may followed by a lull in the market and then sales pick up again in the month of October.
A) LG- LG’s advertising account is handled by American MNC Lowe Lintas. The annual advertising budget is around 93 crores for the year 2001-02. . LG has advertised aggressively both in the print media as well as audio-visual media such as newspapers, magazines, and T.V etc.during the months of March to may.
The advertising has mainly been mainly a mix of brand and product positioning. The initial ads showcased the story of a senior citizen who wishes to go for a walk but is unable to do so because of rains and then he is suggested by his daughter to take a walk in the house itself as the LG AC would make sure that the air is fresh and healthy, with respect to its plasma filter technology.
The ad ends with the person walking on the exercising machine with a smile on the face.
LG-Health and Happiness in every breath.
It advertisement features a small girl standing on feet of her father and father is catching her hands and walking.
The other advertisement is father after playing with his child takes him in his palms and starts walking because the child is tired. This shows the good health of the father as he breath fresh air of LG Air-conditioner.
Its another advertisement featured that a father beats his son with a pillow before going to sleep and then Childs mother and sister starts beating the father rescuing the child. This shows their health and happiness
Then there was another Switzerland “To Hai Right Idhar” popular advertisement where in a man is shown going to Switzerland where by he just moves from one room to another one fitted with LG Plasma air conditioner, stating that thanks to the cool, pure and healthy air pumped by LG Switzerland’s ambience is created right in his bedroom.
They have now started advertising about the technology aspects of Plasma filters with respect to the many Goalkeepers commercial and a lot of print ads. Another one of their popular ads has been that of positioning their Brand as a tool to respire on land just as an oxygen cylinder is required to breathe under water.
Thus they have captured the health category with respect to the concept of cool, clean and healthy air with smart and innovate adverisements. Their advertisements also talk about their service that is perhaps the best in the business and the 0% finance options available for the consumers.
They have also been using corporate advertising where by they advertise all the products under the LG brand. This is generally done during their anniversaries or festive seasons or slack periods to offer gifts, discounts etc.depending upon the need of the situation. They use banners and billboards very selectively, mostly during festive seasons and off seasons to promote sales and reduce the expenditure on advertising but at the same time be in the eyes of the customer.
They always try to be in the news by participating in exhibitions, fairs , sponsorships etc. They have already been declared the N0.1 Brand in the room ac segment where they have displaced the American MNC giant Carrier Aircon that was ruling the roost for the last ten years. It has targeted mainly to the higher income group or the double income families of the society.
B) Godrej’s advertising account is handled by THOMSON ASSOCIATES . the annual advertising budget is 6% of the turnover i.e. 2.16 crores .
Its advertisement features that all the family members were sitting for having lunch . the members included grand father , grand mother , father , mother , and two childrens . the childrens feel very cold because of godrej AC and they go and sit on the laps of their grand parents .
Its second advertisement shows that all the family members are sitting on different beds for watching television but as the godrej Ac gets on after few minutes the family members start to shiver and come and sit on one bed by sticking each other.
Its third advertisement shows that corporate people had came to attend the meeting but they go and sit by sticking each other on two-three chairs and leave other chairs empty.