Korean’s LG Electronics has launched an on-line survey giving participants the chance to shape the global and regional digital manufacturer's future marketing focus for the Middle East and Africa. The survey, which will run for two months is aimed at pushing the Korean giant closer to being the top brand in every market it serves, according to a company press release.
"We are not abrogating our responsibility with this survey but are yet again getting close to the market, listening to its needs and opinions to help shape our future strategy," said Hamad Malik, senior marketing manager, LG Electronics Middle East and Africa Operations.
Those entering the online survey could win an LG bar type Arabic-enabled W-3000 Symphony mobile phone in a draw staged at the close of the survey. “This draw is aimed at encouraging people to participate. The more customers respond the better our focus will be. It's also a unique opportunity for people to have a direct say in a marketing strategy which will deliver a brand of choice," added Malik.
LG Electronics recently took a gold award at the International Galaxy Awards for its product and service marketing. Its marketing focus has largely been on sports marketing, such as its six-year sponsorship of the ICC World Cup, cause related marketing, and non mass media communication. "Who knows, all that may change depending on the survey's results," said Malik.
A regional brand equity index conducted late last year put LG's unaided brand awareness throughout the Middle East and Africa at 45 percent—far higher than the global average of 26 percent recorded for the 43 countries surveyed outside the region.
"LG's average unaided brand awareness throughout the region has increased from 14.1 percent four years ago while those of our competitors either remained the same, or in some cases, decreased," said Malik. "It means that we still have a way to go in achieving our goal of 50 percent regional unaided brand awareness by 2005 but we are confident that with marketing tailored to individual customer bases, enhanced customer service initiatives, continual product upgrading and range expansion, we will reach our aim of being the top national brand based on customer satisfaction."
LG's regional marketing is aimed at securing 50 percent unaided brand awareness by the end of this year, taking marketing leadership in each of its major product categories, achieving 30 percent overall sales growth and 50 percent on premium products and achieving market leadership in customer satisfaction delivery. — (menareport.com)
© 2003 Mena Report (www.menareport.com)
