LG Australia, which is struggling to get traction in the flat-panel display market despite a new ‘borderless’ TV and a multimillion-dollar BMW giveaway promotion, is set to launch a new range of flat-panel TVs, including a new 15-inch OLED model, in time for the 2010 World Cup in June.
LG has also introduced a new giveaway promotion, a 32-inch TV offer when consumers purchase either an LG LCD or plasma TV. Insiders at two of Australia’s largest retailers claim that the new LG Borderless TV is not selling, with consumers complaining that the TV is not “Borderless” due to a big black border surrounding the TV image.
In 2008, LG launched the flat panel Scarlett TV and, despite a multimillion-dollar advertising and below-the-line marketing campaign, the new range of TVs failed to appeal to consumers, with Harvey Norman dumping the model after only a few months.
According to new GFK data, LG Australia is trailing behind both Sony and Samsung in the flat-panel TV market and behind Panasonic in the plasma market.
In January, the company introduced a major new range of flat-panel TVs at the 2010 CES in Las Vegas. LG was the only company to not brief Australian journalists on its product range, with senior LG Display product marketing manager Warren Kim admitting that he had been stopped from attending the show.
David Brand, marketing director at LG Electronics Australia, refuses to do face-to-face briefings. Instead he communicates with the media via product press releases. He also failed to turn up at any LG media product launches in 2009.
In his latest statement he said, “This new promotion is just one more way that LG is continuing to make Life Good for its customers.”
The bonus TV has two HDMI inputs, Smart Volume Controller, XD Engine, invisible speaker, swivel stand and expert mode.
To be eligible for the bonus TV, customers must purchase one of the following TVs:
- 55-inch Full HD LED-LCD TV (55LH95QD)
– 55-inch Full HD LCD TV (55LH50YD)
– 55-inch Full HD LCD TV (55LH80YD)
– 55-inch Full HD LCD TV (55L80YD)
– 60″ Full HD Plasma TV (60PS70FD)
The promotion will run until 28 February 2010, and all valid claims must be received and finalised by 15 March 2010.