LG is marshalling its forces to drive into the UK market backed by a record marketing budget, a strengthened marketing team and an expanded distribution channel.
The manufacturer revealed its flagship device, the LG G3, this week, to overwhelmingly positive reviews, is pushing for greater share of the smartphone, tablet, wearables and connected devices market, putting its smartphones at the heart of its Connected Home strategy.
LG’s push for growth is being backed by its largest ever marketing budget for its latest flagship device, the LG G3, and a newly strengthened marketing team.
Carolyn Anderson, LG’s head of mobile marketing has been promoted to head of retail marketing in the UK and Ireland, with Mike Tew, former marketing head of Vodafone SME, joining the team as head of mobile marketing. Reshma Amin, former marketing executive at Anders Electronics, has also been recruited as a marketing executive.
Speaking to Mobile, Andrew Coughlin (pictured), LG’s head of mobile, said the LG G3 had received significant interest from retailers, operators and distributors, and will lead to a marked expansion of LG’s distribution channels in the UK. So far Three, O2 and Carphone Warehouse have confirmed they are ranging the LG G3 in the UK market, but Coughlin hinted that more networks and retailers are set to come on board, boosting its distribution significantly.
Coughlin added that a high profile TV campaign along with stand-out ranging of the G3 at retail level ‘will give us the best exposure we have ever achieved.’ LG is also broadening its product range in the UK, Coughlin said, with plans to launch another three competitively priced, high-end tablets this year, starting with the launch of the G Pad 7.0 in July this year. This follows the success of its G Pad 8.3 model. It is also set to launch LG’s G Watch this year.
He added: ‘We have really got it right this year with wider distribution of customers, a greater number of products listed and more categories, including smartwear, tablets and smartphones.’
Turning to the LG’s marketing strategy Coughlin said: ‘We have the biggest marketing budget ever for the G3 and we have a massive marketing push this year for the G3 and for our other products too. We also want to tell our joined up story to consumers so that they understand connectivity. We are really well placed to do that with our capability in retail and especially in the connected world and Carolyn is the very best person to do that for us.’
Asked if LG will play a key role in Dixons Retail and Carphone Warehouse’s push into the connected market, with their planned merger, Coughlin said: ‘LG is very interested and very pleased at the prospect of the merger. It makes great sense with the merged company well placed to explain the benefits of the connected world to consumers, so we are really looking forward to working with them.’