Ch. 8 - Segmenting and Targeting Markets

A month after the U.S. launch of 55EA9800, it went on sale in Germany, Australia, and United Kingdom in September and Saudi Arabia in November. Prices vary but mostly it was lower than the U.S. retail price.

When 55EA9800 went on sale in Germany, the initial price was €8,999, which was $3,000 lower than the U.S. retail price. In Australia, LG launched it at $11,999 AUD.The same model but different model number, 55EA980W, also launched in the United Kingdom in September at £7,999. 

Earlier last month, LG introduced 55EA9800 in Saudi Arabia.

“The new curved model compliments our core OLED TV family with a unique design that capitalizes on the thinness of the screen and the aesthetic beauty of OLED TV,” president of United Yousef Mohammad Naghi (UYMN), Ammar Naghi said.

“We have huge expectation because LG is No. 1 and it will remain No. 1,” he added.

According to B.W. Park, managing director of UYMN, Saudi Arabia is one of the biggest premium TV market for LG. With its beautiful design, colors, and viewing experience, 55EA9800 can surely spoil wealthy Arabs. As the technology matures and prices go down, LG will be able to contribute the tv market where many consumers use televisions as their primary entertainment source.



In East Africa, Kenya, although many Kenyans are still obsessed by Smartphones and tablets, LG plans to grow the premium television market share by launching the 55-inch Curved OLED TV, so that they can stay ahead of other competitors.

55EA9800 is available in Kenya at about Ksh.1.2 million (approximately US $14,000) 

Source: HDTVtest, HDTVtest, Arab News, allAfrica