The Hindu Business Line : Repositioning microwaves as functional device is LG's goal

FROM trying to position its microwaves as a multipurpose cooking gadget instead of a mere re-heating device, to launching new feature-based models such as a Café microwave, which would be equipped with an in-built coffee dispenser, LG Electronics' goal this year would be to focus on the functionality of its microwaves.

Mr Pushp Saurabh Baishakhia, Product Group Head (Microwave Oven & Vacuum Cleaner), LG Electronics India Ltd, told Business Line, "The microwave purchase pattern in India has been highly seasonal, as consumers generally buy it during the winter months to use as a re-heating device. We want to break this pattern, by re-positioning our product as a functional device which can be used to cook all kinds of dishes, starting from Indian curries to jellies and jams."

The repositioning exercise would be accompanied by a TV and print campaign, with a new tagline, `Imagine the possibilities'. "The campaign, which would be launched during the India-Pakistan cricket series, would talk about the numerous things that can be cooked in a microwave," he said.

The company is also going to look at organising more microwave cookery classes across the country in order to promote the functionality of the product. Also on the cards is the launch of a cookery CD, which would be given complimentary on purchase of a LG microwave.

With this new repositioning exercise, the company hopes to grab a 40 per cent share of the market this year, from its existing 35 per cent share

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