SCARLET TV

Branding, marketing & Related IPR Submitted By:

Harpreet Singh

• LG Electronics was established in 1958 as the pioneer in the Korean consumer electronics market.

• Since then it has become a major global force working in 76 countries.

• In 2006, it was on track to report sales of US$43 billion.• LG recently underlined its reputation as one of the

world’s leading innovators of LCD and Plasma televisions, by unveiling a 100 inch liquid crystal display (LCD) TV

About The Company

Timeline

Market

• LG Electronics competes on a truly global scale, operating production and sales offices on every continent, and with 75 per cent of its sales outside Korea.

• North America is its biggest overseas market, accounting for 23 per cent of sales, with 19 per cent coming from Europe.

• LG is particularly strong in HDTV segment,with a 27 per cent share.• It has also dominated the optical storage market – including re-writable CD

Rom and DVDs – for the last eight years.• In mobile communications, LG ranked fourth in global mobile handset sales

in 2005, and it is market leader in home cinema systems and DVD players.

Product

The company is active in several key areas of the electronics market, principally digital appliances, digital displays, digital media and mobile communications.

• washing machines• refrigerators• televisions• laptop computers• optical drives• air conditioning systems• mobile phones• vacuum cleaners

Business Domain

LG Electronics

Digital Appliances

(28%)

Digital Displays

(31%)

Digital Media (15%)

Mobile Communications

(26%)

% Segmentation in Digital Display

Presence in The HDTV Market

http://2aday.wordpress.com/2007/07/25/buying-an-hdtv-plasma-vs-lcd-vs-dlp-vs-lcos/

Panasonic19%

Samsung12%

LG11%

Pioneer9%

Hitachi9%

Philips9%

Sanyo8%

Magnavox 6%

Vizio5%

HP4%

Others8%

Panasonic

Samsung

LG

Pioneer

Hitachi

Philips

Sanyo

Magnavox

Vizio

HP

Others

LG SCARLET TV Series

LG SCARLET TV Series• The TV was launched at the International Consumer

Electronics Show in January’07 Las Vegas. • The Scarlet is just 45mm thick, making it LG's thinnest

LCD TV• The Scarlet series has a striking appearance, utilising a

bright red design• Scarlet television includes intelligent sensor technology

which detects the surrounding light level and provides users with the perfect picture.

11

Advanced Technologies

Wireless HD

3D Entertainment

TruMotion 240Hz

LED Backlight

Connected Devices

Pure Sound

2 Microphone Noise Cancellation

Environmental Policy

Branding

Branding• LG recruited director David Nutter to create a mock television advertisement.

• David created an advert that showed a women, named Scarlet in various action scenes being followed by an investigative reporter.

• Advert attracted attention across the globe.

• Scarlet was advertised through most forms of media; Print, TV, Billboards, Cinema, Online.

• Websites were created by LG pre and post launch of what Scarlet really was.

• A series of star studded launch parties were organised across the world with celebrities expecting the usual TV show launch antics. Little did they realise that LG and David Nutter were going to unveil the new LCD TV series, Scarlet.

• Scarlet, “The Hit New TV Series“, which had been promoted through broadcast and online trailers. LGE had cleverly manipulated the meaning of "TV Series" in order to increase interest and impact.

Promotion

• LG Electronics has implemented a programme of high-profile sponsorships. On a global scale, one of its main partnerships is with the International Cricket Council, which it has sponsored since 2002

• Another global sponsorship asset, and a valuable channel for connecting with a youth audience, is LG’s partnership with the world’s largest extreme sports championship, Action Sports

• On the domestic front, LG’s highest profile sponsorships are in the English Premier League. From the start of the 2006/07 football season

• LG became the official supplier of HDTV to Arsenal FC• Shows and live events also play an important part in LG’s marketing strategy• It invests in having a considerable presence at the world’s premier electronics

events, such as CeBit and the Ideal Home Show.• A range of relationships with British Gymnastics, as a national sponsor for the

last seven years, and also in the past with snooker, rugby, motorsport, Formula One and the MTV Europe music awards.

Major Competitors

• Samsung• Panasonic• Hitachi• Sony• Philips

INTELLECTUAL PROPERTY RIGHTS

PatentLG’s Scarlet TV series has Number of patents which are as follows• Its one of a kind control system: a ring (surrounded by LEDs), installed

on the lower side and featuring a tactile sensor that will allow users to switch the TV set either on or off. (Application No.:D/193142)

• A sensor that analyses the light from the surrounding environment and automatically adapts the panel's brightness level, by analyzing the temperature and brightness in the room. power consumption down to 50%.

 • The HDTV set also incorporates Full HD TruMotion 120Hz technology,

which eliminates blurring even during high-action sequences.(D/392628 )

 • 24p TruCinema technology, which allows users to view movies at the

rate they were shot at (24 frames per second).(D/487731) 

Trademark

“LG Life’s Good” is a registered trademark of LG Corp.

Eco-LabelingLG Electronics obtains eco labels from Korea Eco-Products Institute.

DOMESTIC ECO-MARK (TYPE I)The eco-mark is awarded to HDTV that reduce environmental impact during the

manufacturing and consumption stages and save resources. The label is designed to help companies deliver accurate environmental information about a product to

consumers and to encourage development and production ofgreen products.

Trademark Cntd.

20

Industrial Design

Built In Wireless Receiver

Uncompressed (Lossless)

Smart Antenna

Wireless HD

21

Wireless HD

Bibliography

• www.in.lge.com • en.wikipedia.org/wiki/LG_Electronics• www.efytimes.com• shopping.rediff.com/shop/subcategory.jsp?

cgrfnbr=453&shopByBrand=LG• www.indiaprwire.com/pressrelease/lg-

electronics/• www.lgcommercial.com/