According to executives at LG Australia, the Korean Company who are set to roll out a multimillion dollar marketing campaign over the next few weeks, believe that the launch of the new TV will help them reposition the Company as being a leader in TV design and technology.
While Companies Marketing Director David Brand is refusing to talk about the Company or the new TV range his TV Display product manager Warren Kim, believes that consumers will embrace the new look TV's despite the disaster of last year's Scarlett TV launch which not only cost the Company millions but failed to deliver any market share gain for the Company in Australia.
Currently LG is struggling to hold onto third place behind market leader Samsung and Sony who last week slashed the cost of their 40" Bravia LCD TV to $1,899 at Harvey Norman, in an effort to build market share and only days ahead of the new LG borderless range.
A week later the same Sony Bravia TV is being marketed for $2,499 in Harvey Norman catalogues.
According to Warren Kim the time is right for LG to start taking TV market share back from Samsung. He said "We now have the right product, it is LED TV technology and the range looks better than what our competitors are offering. When consumers walk into stores they will see the difference. We have special in store stands and our marketing will appeal to both the emotive person and the person looking for both great looks and great technology".
"Design is a key element of the product and we have a big advantage with the new TV's when you actually compare other LED TV offerings and the new LG borderless range. Our new Freedom creative campaign creates a whole new environment for LG in the Australian market" he added.
