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LG Quadoor Marketing Plan

LG Quadoor Marketing Plan

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Published by zakirabbass
This is Strategic Management Project for the launch of new tech. Refrigerator from LG in Pakistan
This is Strategic Management Project for the launch of new tech. Refrigerator from LG in Pakistan

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Published by: zakirabbass on Jan 29, 2010
Copyright:Attribution Non-commercial


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Side By Side Refrigerators:
The most popular refrigerator style by far is the side-by-side, which has the refrigerator on theright side and the freezer in the left side. The fresh food compartment is generally about 50 percent larger than the freezer compartment. With side-by-side refrigerators, the freezer and thefresh food compartment get equal real estate. They can come with in-door water and ice systemsor other gadgets such as TV screens. The average dimensions for standalone refrigerator unitsare: Width: 35 inches; Depth: 30 inches; Depth with door open 90 degrees: 45 inches; Height: 71inches. Space efficient cooks who also want in-door extras will like side-by-sides best.LG’s new side by side innovative product design allows for more space inside, without addingspace outside. To cool or chill (a substance) and to preserve (food) by chilling their products inPakistan keeping abreast with the changing lifestyles, where consumers seek convenience bundled with style, LG has also added its usual touch of innovation, which is its hallmark. Beingthe pioneer in Twin cooling technology, now it has further enhanced the product byincorporating space-saving technology to increase storage capabilities without adding to the unitsoutside dimensions. However, the formal designed bulky refrigerators failed to appeal toEuropean tastes that care more about kitchen decor. LG research addressed this concern andsince then, LG Electronics has been ranked first in the European side-by-side refrigerator marketfor several years. The changing preferences and lifestyle of the Pakistani consumers LG hasintroduced its sleek and stylish refrigerator in the Pakistani market as well, for those who have aneye for perfection and beauty. LG Electronics first took a leadership role in the side-by-siderefrigerator market with the introduction of new product technology at a steady rate in the historyof Pakistan. LG has brought revolutionary solutions in Pakistan, while maintaining the edge of unsurpassed external dimensions. LG Being number one in the Side-By-Side category worldwideunderstand its consumers and offers deeper and wider storage facility by expanding the capacityof a conventional-sized refrigerator by more than 100 liters that can accommodate larger itemsthan traditional refrigerators. LG patented LCD display system on its new refrigerator series,which allows the ultimate user experience of its product.
Types of Refrigerators:
Top-freezer refrigerators:
These are the traditional type, dating back to the earliest refrigerators.Widths typically run from about 30 to 33 inches. Manufacturers claim up to22-cubic-foot capacities, but usable capacity is typically 20 percent lower byour measurements. They typically offer the most storage for their size.Fairly wide refrigerator shelves make it easy to reach the back. They alsocost the least as a group, yet they offer stainless trim on more models for amore stylish look.
Strategic Marketing Management©Abrar, Ali, Hamza, Waseem, Zakir -UMT
Bottom-freezer refrigerators:
Sales of bottom-freezers are growing fastest. Widths run from 30 to 36 inches.Claimed capacities go up to 26 cubic feet, though usable space doesn't quitematch that of comparable top-freezers. Bottom-freezers offer the convenienceof an eye-level refrigerator. French-door models offer the space-saving narrowdoor swing of a side-by-side and the option of opening only half therefrigerator for smaller items.
Side-by-side refrigerators:
A vertical, full-length split places the freezer on one side and refrigerator onthe other. Side-by-sides typically comes with through-the-door ice and water dispensers, temperature-controlled bins, and rapid ice-making cycles. Widthtypically measures 32 to 36 inches. Claimed capacities are up to 30 cubic feet, but only about 65 to 70 percent is usable. The narrow doors are a plus in atight kitchen.
Built-in refrigerators
These pricey models are designed to fit almost flush withcabinets and counters. Built-ins typically come in bottom-freezer and side-by-side styles. You can even buy a separate refrigerator and freezer and build them into a 72-inch-wide opening. Claimedcapacities go up to 26 cubic feet, but only about 70 percent of that is usable. These offer the sleekest look. And most can acceptoptional front panels that match other elements of your kitchen.Built-in refrigerators are the least space efficient overall. They'rewide (36 inches or more) but relatively shallow-25 or 26 inchesfront to back. They've also been repair-prone as a group.
Company Profile
LG Electronics:
LG is enhancing users' daily lives with innovative home appliances combining style andtechnological excellence, while leading the industry in green technology.LG Electronics is also using the most advanced technology and the most insightful designs. LGis committed to preserving the natural environment and creating consumer-optimized productsits core principle is to help our planet. LG is taking a proactive approach to energy andenvironmental issues, working on enhancing these areas and exploring a range of ways tominimize greenhouse gas emissions and increase energy efficiency. Going beyond greener  products, this philosophy is used through all processes in line to meet global standards. LG also
Strategic Marketing Management©Abrar, Ali, Hamza, Waseem, Zakir -UMT
cares about the health inside its customers' homes, creating products with health-consciousfeatures that remove germs and allergens from the immediate environment.
Main Products:
Washing Machines
LG is currently the bestselling and leading brand of front-loading washersin the United States, carried by major American distributors including BestBuy, Home Depot, and Sears, helping to expand this segment in the market.LG's innovative and stylish front-loading STEAM washer was votednumber one by several consumer magazines (Consumer Reports, JD Power Magazine) for three consecutive years (2006, 2007,2008) gaining thereputation as the best product on the market.
LG creates products that reflect the specific needs and preferences of its customers. LGElectronics sells convenient, spacious, and stylish refrigerators adapted for different users. LGintroduced the door-mounted ice maker, a unique system that provides 10% more storage by placing the ice maker on the freezer door. LGrefrigerators consume less energy and create less noise thanks to a linear compressor, while keeping food fresher with innovative technologiessuch as vita-light, green ion door cooling and Vacuum Fresh crisper. TheLG multi door refrigerator has led the North American market since itslaunch in 2007.
Cooking Appliances
LG's Solar CUBE light wave oven, the second generation of Solar DOM,combines all the functions of a convection oven, grill, and microwave,allowing chefs to cook a variety of foods much faster than withconventional ovens. The Solar CUBE also helps to retain nutrients andflavor and makes healthier meals through the Steam Chef function. Despiteits unconventional features and convenient touch control panel, the Solar CUBE is designed to fit well into the kitchen with the look of a traditional oven.
Built-in Appliances
LG's Built-In Appliances create a convenient and efficient kitchenenvironment by combining individual home appliances into well-designedintegrated packages. LG's built-in appliances include hoods, hobs, built-inovens, built-in microwaves, dishwashers, and refrigerators. LG's Built-inOven, with an e-Cookbook on the LCD panel, helps cooks become world-class chefs while saving time and energy.
Strategic Marketing Management©Abrar, Ali, Hamza, Waseem, Zakir -UMT

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