Ch. 16 - Advertising, Public Relations and Sales Promotion

We all know that the current main stream television panels are mostly LCD/LED based products and LG manufactures many main stream products that are available in the market, not to mention LG offers them at very competitive prices. While LG prepares the next generation TV panel technology, OLED, they use various marketing tools to attract consumers. One of the most important tools is CES, the Consumer Electronic Shows. It is a trade show/exhibition produced by the Consumer Electronic Association (CEA). According to the 2013 attendee summary audit, the number of attendees from all over the world were over 150,000. Among them, about 6,400 attendees were media related attendees from 73 different countries. A show like this is very effective not only for LG but for any company that can afford to participate. 

Before the 55-inch Curved OLED TV (55EA9800), LG introduced 55EM9600 flat-panel OLED TV and it was selected by CNET (reputable online review website) as the winner of TV category of 2012 CES. 

And at the 2013 CES, LG showed off the 55-inch OLED TV (55EM9700) and they were planned to arrive in the U.S. in March 2013. 

Along with the 55EM9700 model, LG started selling the 55-inch Curved OLED TV(55EA9800) model in August 2013 worldwide.

Also, LG works with a brand ambassador, Ewan McGregor, for the Australian market. As they introduced the 55-inch Curved OLED TV in Australia along with other large area TVs, they introduced Ewan McGregor as their brand ambassador. According to CNET, before he described his brand ambassador role, he said, “LG makes f**king good tellies.” 

Ch. 14 - Marketing Channels and Retailing

LG's Curved 55-inch OLED TV has arrived in the U.S. market since July 22, 2013 through Best Buy. When it first released in the market, it was offered at $14,999, but LG has dropped its price from $14,999 to $9,999. Actually, not all of Best Buy's stores carry this TV. It was first appeared at Best Buy's Magnolia Design Center store near Minneapolis and it was said that other selective stores in cities, such as LA, NYC, Miami, Houston, Dallas, San Francisco, Chicago, Seattle, and San Antonio, would plan to carry it followed by the Minneapolis store.

Magnolia was acquired by Best Buy in 2000 and introduced to selective Best Buy stores as a store-within-a-store type. These stores offer premium home electronics for Best Buy customers and the store feels like a home theater/ entertainment room. One of the stores let some customers watch a sport event and the employees were very friendly according to the source.

 

Here are some pictures taken by a Minneapolis resident who went to check out the LG's 55-inch Curved TV on the first day of its launching. Although these are cellphone photos, you can still see the difference in contrast compared to other LCD/LED models.

When it first introduced, it was said to be "built to order." In New York City, there was no availability but went to see it anyway if I could get lucky. It was still "built to order," but if you are in other major cities you can check out its availability here.

Ch. 6 - Consumer Decision Making

LG 55-inch Curved OLED TV

is currently sold in many countries already. Some consumers who look for a new television to replace their old LCD/LED models, LG's 55-inch Curved OLED TV cannot make it to their list. Due to the high production costs, it is offered in the market from $12,000 up to $14,999. But, what's the difference between LCD/LED TVs and OLED TVs?

LED TVs are similar to traditional LCD TVs. LED TVs are better than LCD TVs because LED TVs use smaller backlights. Therefore, LED TVs are thinner and it allowed manufacturers to produce larger screen TVs. Although LED screens can generate great color, it is not bright enough and has washed out black color on the screen. Some people say Plasma TVs have great black color, but still not good enough.

OLED TVs are the next generation TV technology that will replace current LED TVs.
First of all, OLED TVs are thinner than LED TVs. OLED panels have elements that generate light without needing any backlights, thus it needs less space and be more energy-efficient.
Second, contrast ratio is literally infinite. LCD/LED TVs have to still light panels to generate black color, but OLED TVs can simply turn pixels off for black color. Especially, LG's OLED technology has better architecture because each pixel consists of four sub-pixels and this allows simpler structure by design than other competitors'. Read more about OLED panel technology here.
Since OLED TV has self-illumanating materials, it provides wider viewer angle than do LED TVs. LG has researched for 5 years to find the best curvature angle and applied it to the world's first curved OLED TV.

This TV might only be for early adopters with deep pockets. BUT, if you see LG's 55-inch Curved OLED TV for yourself, you may consider buying one when price drops, if not this one. You can go to one of BestBuy Magnolia stores and check it out.

Ch. 5 - Developing a Global Vision

LG's the world's first curved OLED TV and other products are available in more than 110 countries. LG Display is one of LG Electronics companies and the multinational corporation LGE controls 114 local subsidiaries worldwide and they employee roughly 82,000 executives and employees.

Every year, LG participates Consumer Electronics Show and shows off their new technologies, innovative products, and meets buyers from all over the world. At 2013 CES, LG's curved OLED TV was introduced and launched in April 2013 in Korea. It is now available in the United States, United Kingdom, China, Israel, Australia, and United Arab Emirates and take pre-orders in other countries.

In the UAE, LG's price(Dh 35,000) is slightly higher than Samsung's (Dh 32,999). According to LG, they are expecting high demand from high-income people because the OLED TV is a new technology and it is actually better than one of their biggest competitors, Samsung. In the UAE, LG's market share is about 28 percent and plans to target market share of 30 percent by the end of this year.

Generally, LG's products are very similar regardless of places, but there will only be one model of 55-inch Curved OLED TV this year. If there's any difference, it would be some minor software changes. LG has always differentiated their marketing strategies depending on countries and it has been successful; LG's global market share of 2011 in the display industry is 27 percent.