SCARLET TV

Branding, marketing & Related IPR

Submitted By:
Harpreet Singh
About The Company

• LG Electronics was established in 1958 as the

pioneer in the Korean consumer electronics market.
• Since then it has become a major global force
working in 76 countries.
• In 2006, it was on track to report sales of US$43
billion.
• LG recently underlined its reputation as one of the
world’s leading innovators of LCD and Plasma
televisions, by unveiling a 100 inch liquid crystal
display (LCD) TV
Timeline
 Market
• LG Electronics competes on a truly global scale, operating production and
sales offices on every continent, and with 75 per cent of its sales
outside Korea.
• North America is its biggest overseas market, accounting for 23 per cent of
sales, with 19 per cent coming from Europe.
• LG is particularly strong in HDTV segment,with a 27 per cent share.
• It has also dominated the optical storage market – including re-writable CD
Rom and DVDs – for the last eight years.
• In mobile communications, LG ranked fourth in global mobile handset sales
in 2005, and it is market leader in home cinema systems and DVD
players.
Product

The company is active in several key areas of the electronics market,

principally digital appliances, digital displays, digital media and
mobile communications.
• washing machines
• refrigerators
• televisions
• laptop computers
• optical drives
• air conditioning systems
• mobile phones
• vacuum cleaners
Business Domain

LG Electronics

Digital Digital Digital Mobile

Appliances Displays Media Communications
(28%) (31%) (15%) (26%)
% Segmentation in Digital Display
Presence in The HDTV Market
Samsung LG
12% 11% Panasonic
Pioneer Samsung
9%
LG
Pioneer
Panasonic Hitachi Hitachi
19% 9%
Philips
Sanyo
Philips Magnavox
9% Vizio
Others HP
Sanyo
8% HP Vizio 8% Others
4% 5%
Magnavox
6%
http://2aday.wordpress.com/2007/07/25/buying-an-hdtv-plasma-vs-
lcd-vs-dlp-vs-lcos/
LG SCARLET TV Series
LG SCARLET TV Series
• The TV was launched at the International Consumer
Electronics Show in January’07 Las Vegas.
• The Scarlet is just 45mm thick, making it LG's thinnest
LCD TV
• The Scarlet series has a striking appearance, utilising a
bright red design
• Scarlet television includes intelligent sensor technology
which detects the surrounding light level and provides
users with the perfect picture.
Advanced Technologies
Wireless HD
3D Entertainment
TruMotion 240Hz
LED Backlight
Connected Devices
Pure Sound
2 Microphone Noise Cancellation
Environmental Policy

11
Branding
 Branding
• LG recruited director David Nutter to create a mock television advertisement.

• David created an advert that showed a women, named Scarlet in various action scenes
being followed by an investigative reporter.

• Advert attracted attention across the globe.

• Scarlet was advertised through most forms of media; Print, TV, Billboards, Cinema,
Online.

• Websites were created by LG pre and post launch of what Scarlet really was.

• A series of star studded launch parties were organised across the world with celebrities
expecting the usual TV show launch antics. Little did they realise that LG and David
Nutter were going to unveil the new LCD TV series, Scarlet.

• Scarlet, “The Hit New TV Series“, which had been promoted through broadcast and
online trailers. LGE had cleverly manipulated the meaning of "TV Series" in order to
increase interest and impact.
Promotion

• LG Electronics has implemented a programme of high-profile sponsorships. On

a global scale, one of its main partnerships is with the International Cricket
Council, which it has sponsored since 2002
• Another global sponsorship asset, and a valuable channel for connecting with a
youth audience, is LG’s partnership with the world’s largest extreme sports
championship, Action Sports
• On the domestic front, LG’s highest profile sponsorships are in the English
Premier League. From the start of the 2006/07 football season
• LG became the official supplier of HDTV to Arsenal FC
• Shows and live events also play an important part in LG’s marketing strategy
• It invests in having a considerable presence at the world’s premier electronics
events, such as CeBit and the Ideal Home Show.
• A range of relationships with British Gymnastics, as a national sponsor for the
last seven years, and also in the past with snooker, rugby, motorsport,
Formula One and the MTV Europe music awards.
Major Competitors

• Samsung
• Panasonic
• Hitachi
• Sony
• Philips
INTELLECTUAL PROPERTY RIGHTS
 Patent
LG’s Scarlet TV series has Number of patents which are as follows
• Its one of a kind control system: a ring (surrounded by LEDs),
installed on the lower side and featuring a tactile sensor that will
allow users to switch the TV set either on or off. (Application
No.:D/193142)

• A sensor that analyses the light from the surrounding

environment and automatically adapts the panel's brightness
level, by analyzing the temperature and brightness in the room.
power consumption down to 50%.
 
• The HDTV set also incorporates Full HD TruMotion 120Hz
technology, which eliminates blurring even during high-action
sequences.(D/392628 )
 
• 24p TruCinema technology, which allows users to view movies at
the rate they were shot at (24 frames per second).(D/487731) 
Trademark

“LG Life’s Good” is a registered trademark of LG Corp.

 Trademark Cntd.

Eco-Labeling
LG Electronics obtains eco labels from Korea Eco-Products Institute.

DOMESTIC ECO-MARK (TYPE I)

The eco-mark is awarded to HDTV that reduce environmental impact during the
manufacturing and consumption stages and save resources. The label is designed to
help companies deliver accurate environmental information about a product to
consumers and to encourage development and production of
green products.
Industrial Design

Wireless
HD
Built In Wireless Receiver

Uncompressed (Lossless)

Smart Antenna

20
Wireless HD

21
Bibliography

• www.in.lge.com
• en.wikipedia.org/wiki/LG_Electronics
• www.efytimes.com
• shopping.rediff.com/shop/subcategory.jsp?cgrfnbr
=453&shopByBrand=LG
• www.indiaprwire.com/pressrelease/lg-
electronics/
• www.lgcommercial.com/