Category Related Positioning-
LG analysed all the positioning strategies like Benefit -related positioning, Positioning by usage occasion and time, Price-Quality positioning and
Category related positioning strategies being used by the various players in the market and finally decided to use the category -related positioning.
The question was to enter the technological category which was already overcrowded with other players like Samsung, Hitachi , Carrier or to create
an all together new category which would help to create a distinct position in the mind of the consumer.
LG had been positioning its brand in the health category across all the appliances throughout the globe and they decided to do the same with air-
conditioners in India.
They took the first step by branding them as LG Health Air System Air conditioners which itself created a distinct place for their brand in the market
because people had never come across this concept of an air conditioner acting as a health air system.
ACs are priced at upper middle class with the average income per month exceeding Rs. 40,000 Consumers had come across brands talking about
efficient ACs, programmable ACs , stylish ACs but no brand anytime during its positioning spoke about pure and healthy air until LG established their
health positioning strategy.
Its a different story that after the success of LG everyone has suddenly discovered the hidden technology of their ACs or redesigned their ACs to
provide cool and healthy air.
The baseline of the brand says “ The purest Way To Breathe” which suggests that they have tried to tap the most basic and important facet of human
life and that is respiration.
Pure and clean environment is what an individual craves for in today’s polluting times thanks to the rapid industrialization and development.
After a hectic day’s work a person wants to relax and wants a soothing ambience and that is what LG air conditioners provide cool, clean and healthy air.
The success of their air conditioners lies in the fact that people are becoming more and more health conscious and when the issue is that of clean and
pure environment they don’t want to take the chances because breathing is the crux of human life and no one is going to compromise on this aspect
provided they have the resources
LG analysed all the positioning strategies like Benefit -related positioning, Positioning by usage occasion and time, Price-Quality positioning and
Category related positioning strategies being used by the various players in the market and finally decided to use the category -related positioning.
The question was to enter the technological category which was already overcrowded with other players like Samsung, Hitachi , Carrier or to create
an all together new category which would help to create a distinct position in the mind of the consumer.
LG had been positioning its brand in the health category across all the appliances throughout the globe and they decided to do the same with air-
conditioners in India.
They took the first step by branding them as LG Health Air System Air conditioners which itself created a distinct place for their brand in the market
because people had never come across this concept of an air conditioner acting as a health air system.
ACs are priced at upper middle class with the average income per month exceeding Rs. 40,000 Consumers had come across brands talking about
efficient ACs, programmable ACs , stylish ACs but no brand anytime during its positioning spoke about pure and healthy air until LG established their
health positioning strategy.
Its a different story that after the success of LG everyone has suddenly discovered the hidden technology of their ACs or redesigned their ACs to
provide cool and healthy air.
The baseline of the brand says “ The purest Way To Breathe” which suggests that they have tried to tap the most basic and important facet of human
life and that is respiration.
Pure and clean environment is what an individual craves for in today’s polluting times thanks to the rapid industrialization and development.
After a hectic day’s work a person wants to relax and wants a soothing ambience and that is what LG air conditioners provide cool, clean and healthy air.
The success of their air conditioners lies in the fact that people are becoming more and more health conscious and when the issue is that of clean and
pure environment they don’t want to take the chances because breathing is the crux of human life and no one is going to compromise on this aspect
provided they have the resources