Interview by Patrick Avenell
Shortly after unveiling Australia’s first Curved OLED TV, LG’s marketing general manager Lambro Skropidis provided some insights into what we’ll be seeing from the Korean powerhouse over the coming weeks and months.
By the end of May 2013, LG will have entered some new categories:
“We’re going to be talking to the marketplace this month about getting into a new category; one that we haven’t been in. We’re looking to bring some Ultrabooks and tablets to the market, so we’ll unveil those in the next couple of weeks,” Skropidis said, before confirming these will be premium units.
“The higher end of the market is where we want to play as a brand – we’ve got the innovation to warrant it – and we want the brand to be at the top end.
“There are also some great mobile phones coming – I’ve had the luxury of seeing those – as we said earlier in the year: we’re back in mobile phones, we’re here to stay and we’ve got leading edge technology.”
In LG’s major appliances division, the company is continuing to perform well, especially with its outstanding new Door-in-Door and laundry ranges.
“We’re doing some great work off the back of our new Smart Washers that we launched not long ago. We’ve really ramped up our activity in refrigeration and we’re seeing the dividends of that, and we’ve got some more to come in the back half of the year.
“In the not-too-distant future there will be a bit more from us in the cooking area — we’ve just been dabbling there — hopefully we can upscale that in the future.”
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On the introduction of Ewan McGregor to the LG Electronics Australia celebrity stable:
“We think Ewan is a perfect fit for our brand for a number of reasons — he is obviously a man who is at the leading edge of style and ‘premium-ness’, and he’s a smart guy — all the things we want the brand to be.
“We’re trying to own the idea of being the ‘Cinema TV’, or the TV that brings the cinema to the TV, so to have an ambassador that’s linked to that industry is a wonderful thing
“This will integrated into all our comms: at store level, in digital, catalogue and TV advertising. He’ll be part of what we’re doing in home entertainment for a while.
“Ewan will be a light post to our brand. People are always interested in what celebrities are up to!”
And the other two members of the Holy Trinity: George Parker and Matt Moran?
“Georgie is doing a great job representing us in home appliances and we’re extending that relationship.
“We’re in the early stages with Matt and we are extending that as well – I think he will serve us well in the next couple of years – he’s very high profile, premium and smart – all things we want to be in that category.”