LG Electronics is hoping it will be second time lucky as far as laptops are concerned. Two years after withdrawing its laptop models from the Indian market, LG is back but with a key change in its game plan.
Consumer research found that Indian consumers look for affordable laptops with sleeker designs, and they do not want an overdose of extra features many of which they would not use.
For instance, the earlier models were powered with features such as blue core (blue tooth function), additional dual screen for viewing from both sides, additional number of USB ports etc.
Sanjoy Bhattacharya, product group marketing head-IT, LG Electronics, says the company will bank on its USP of offering value for money - that is all the key attributes of a 14 inch laptop in a 13.3 inches notebook.
"We aim to be among the top five players in three years," he says.
LG has re-entered the Indian market with 13 notebook models. Compared to the earlier pricing of Rs 32,000 and above at only a few price points, the strategy this time is to be present in the Rs 26,000 to Rs 66,780 at many price points.
For the affluent, it offers two 3D-enabled laptop models priced at Rs 66,000 and Rs 69,000, which the company says is much lower than competition.
LG hopes to have three per cent market share by the end of the next year. So its product differentiation involves models that are 50 per cent slimmer and 16 per cent lighter than those of competitors.
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