kuznetsov sergey - lg electronics projects
TRANSCRIPT
LG ElectronicsKorean company-producer of Major Domestic Appliances and Consumer electronics
Position: Head of TV Product marketing
Period: June ‘11- Aug ‘12
SERGEY KUZNETSOV ([email protected]) 2
Key targets for the company:1. To reduce the Market share difference with the main competitor (Samsung) from
14%
2. New TV line-up launch
3. Improvement of product mix in retail
SERGEY KUZNETSOV ([email protected]) 3
Have been created and approved the annual marketing plan for 2012:
Including:- 3 waves of campaigns (TV, press, Internet)- 14 big events, activites- Introduction of the new Cinema3D
Smart TV line-up- Consultants project more than 700
ppl- Demo-zones, brand-zones in the
biggest shops across the Russia
Marketing budget – 1 bln Rub for TV category
Actions:
SERGEY KUZNETSOV ([email protected]) 4
1. Consultants Project
Actions:
- More than 700 consultants in key shops around the Russia- Have been re-introduced online educational platform – with the
social, gamification and assessment tool (www.lg-master.ru) – in cooperation with LG Training Academy
- Have been re-introduced the training for the sales people –together with LG Training Academy
2. Results:- Clear tool for assessment of the promoters, with clear roles and
responsibilities and key data- Unique platform, which is used not only by the LG personnel, but
by the retail sales managers (Eldorado, Mvideo), which helps to improve the product knowledge, additionally motivate for the sales (due to the gamification techniques and special prizes) . This platform become on of the first such platforms on the electronics market
SERGEY KUZNETSOV ([email protected]) 5
2. Cinema3D Bus Project
Actions:
Aim: To popularize the LG Cinema3D technology / educate consumers / show new 2012 top modelAction:
ATL part:March-May – viral campaign through Social media and YouTubehttp://www.youtube.com/user/LGRUSSIA/Cinema3D -
BTL part:Special bus with integrated 3D TV/ Home theater have been usedWave 1: Moscow-St.Pet (40 winners)Wave 2: 9 cities (from Moscow to Sochi) around1000 km – in collaboration with “Train of innovations” – project of PR department Wave 3: 7 biggest summer events in 7 biggest cities(Velikie Luki– show of baloons, White nights in St. Pet, Kabana event in Kuban, etc)
SERGEY KUZNETSOV ([email protected]) 6
Results:ATL part : 325K visitiors, 792K views, 299K unique visitorsBTL part:• 1 wave: 98 visitors of the bus + social and viral
effect (around 300K viewss) • 2 wave: more than 3000 visitors of the Bus + PR
effect (more than 30 publications). Report: www.nomobile.ru/texts/159243.html
• 3 wave: more than 5000 visitors + PR and social effect
Project was nominated as a best in PR/Marketing activity in the LG Electronics worldwide
SERGEY KUZNETSOV ([email protected]) 7
Actions:3. Project Cinema3D Cinema Activation (in Moscow cinemas)• Aim:- Create a strong correlation between 3D viewingexperience in cinemas through LG Cinema 3D Brandcorners, by clear demonstration andcommunication of LG Cinema 3D technicaladvantages and consumers benefits- Bring a strong message, that with LG Cinema 3D one can have the same (as in Movie Theater) experience at homeAction:- 10 best cinemas in Moscow- Special interactive brand-zones in the entrance
halls- Branded halls, popcorn buckets, gifts,
construction on foyer- Special deals for the purchase (Mediamarkt,
MVideo)
SERGEY KUZNETSOV ([email protected]) 8
Results:- More than 76K unique visits to the stand- Total traffic – 622K- Sales in the shops have been increased by 20-
35% during the period of the activity (in the shops, located at the same mall as Cinema Theater) + 1 month
- PR-effect – more than 50 publications
3. Project Cinema3D Cinema Activation (in Moscow cinemas)
SERGEY KUZNETSOV ([email protected])
Video report: http://www.nomobile.ru/media/163116.html
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4. Project Sport-bars in 3D
Aim:• Create a strong correlation between Sports
viewing / live game and 3D viewing experiencethrough LG Cinema 3D products
Action:- Best sport-bars in Moscow and regions- 7 sport-bars in Moscow, 5 in regions- Full branding, advertising material (POSM, ads
on TV), live commentators, every brake - LGCinema3D advantages description
SERGEY KUZNETSOV ([email protected]) 10
Results:- More than 10K unique visitors- Social and viral effect: more than 3500 pictures, reviews, comments- PR-effect: more than 35 publications
4. Project Sport-bars in 3D
SERGEY KUZNETSOV ([email protected]) 11
Key results:1. Decreased the market share difference to 2%, become a strongest number 2 player on the
market
2. Successful launch of the new product line-up (listings in all federal chains, share of premium segment – 25%)
3. Improvement of the stock & overall sales results in the chains (consultant program have been increased the coverage by 30% in Mvideo)
4. All projects, which was initiated was nominated as the best in LG Electronics globally, several was chosen as the best (Cinema 3D Bus, Cinema Activation) projects Worldwide
SERGEY KUZNETSOV ([email protected]) 12