LG to thrash out 'Super A' marketing & customer care strategy for 2003

More than 150 senior LG managers from around the region, their dealer and distribution partners as well as advertising and public relations consultants are to attend the meeting, which will determine an accelerated marketing approach for 2003.

"We have set ourselves ambitious sales targets for next year, most particularly in the mobile phone arena where we are aiming to sell a million phones throughout the Middle East and Africa," explained Mr M.B. Shin, President, LG Electronics' Middle East & Africa Operations.

"Ambitious targets require an aggressive and highly creative marketing approach which will be strongly customer-focussed and impact all of our business segments from marketing to distribution and after-sales."

Recently LG Electronics unveiled a six-point customer charter for the Middle East & Africa with commitments on service.

"The charter is a leap of faith on our part," said Shin. "We believe our products are the best, that our service offering is second-to-none and we are prepared to be open about it. But we have to make good on these promises and that means that in our marketing we have to be just as innovative.

"We believe we can lead the industry because customer service has been a poor cousin of direct sales in this region. We have the chance to be the consumer's champion and we intend to seize it."

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