LG Electronics plans to launch seven new mobile phone handsets in the market this quarter, said Mr Lakshmikant Gupta, Chief Marketing Officer, LG Electronics India Pvt Ltd.

“We need to strengthen our position in the market and will launch different categories of phones this quarter,” he told Business Line .

The new launches would include mid-range handsets priced between Rs 4,000 and Rs 7,000 and smartphones priced up to Rs 20,000. Android, Windows-based and 3G phones are also in the offing. Expanding on the 3G market that the brand has built, the new range of 3G phones would be priced between Rs 6,000 and Rs 7,000, he said.

The company wants to increase its market share in the mobile phone space to 10 per cent this year from the current 7.6 per cent, he added.

World Cup promotions

LG is also investing Rs 60 crore for promotions around the ICC World Cup. A television commercial will have brand ambassadors from Bollywood, Genelia D'Souza, Abhay Deol, John Abraham and cricketer Dinesh Karthik, urging fans to audition for free cricket matches. As official partners of the World Cup, LG plans to recruit an LG Mobile Army of 2,500 persons, based on their cheering capabilities.

“We will undertake mall activities, go to colleges and other places where the youth hang out and audition their cheering moves. These can be anything, from jumping and gesticulating to dancing and singing but have to catch our attention,” he said.

The below-the-line (BTL) exercise will be conducted in 38 cities and is expected to touch five lakh people. A video recording of their auditions will be released on television. Those who qualify would be shown the match free of cost and their apparel, head gear, t-shirts and the rest would be sponsored by the company. In addition, the company will also undertake merchandising special World Cup memorabilia.

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