Channel Empowerment
Today LG has a huge network of more than 700 channel partners. These partners are
further classified as PC Distributor, PC Dealer, IT Distributor, IT Dealer, and IT Shoppe. Apart from that it has got has 450 Regional distributors, spread across India.
LG has always tried to enhance the skill set for its channel partners through providing them right type of Channel program. LG's channel program can be classified into LG Training, LG Certification, LG Road Show, and LG Schemes.
LG Training
LG has always undertaken training programs to enhance their customer service network and reiterate the company's commitment towards its customers. Through providing training, LG has always aimed to set new benchmarks in customer service enhance brand credibility and eventually increase customer base. The highlight of LG's training module is its focus on the technical and behavioral aspects, over and above the field training itself. Currently, LG has set up four training centers across India in Greater Noida, Pune, Chennai and Kolkata to train engineers and plans to spend a considerable sum of Rs 12.4 million annually on training.
LG currently has a total of 13 trainers providing training for varying durations. The engineers are evaluated periodically by the training academy at LG. Till April 2006, LG had been providing two “mandays” of training to each engineer. By end of the year 2006, the aim is to achieve six “mandays” of training to each engineer in case of customer service.
LG Certification
LG provides "LG Accredited Channel Partner" certification on a half yearly basis. The selection is based on their participation in our various schemes and qualifications. In all Channels meets which generally happens once in a month or two, and the company shares roadmaps, USPs, Specs etc. with the partners.
LG Road Shows
LG keeps on doing road shows to create brand awareness and educate and provide information to its partners about it products.
Few months back, the LG Summer Blast - PC Road Show which ran for a period of three months, targets 7 A class cities, 13 B class cities and 5 C class cities. The Road Show was organized in Delhi , Mumbai, Pune, Ahmedabad, Kolkata, Chennai, Hyderabad , Lucknow , Jaipur, Ludhiana , Haridwar, Aurangabad , Surat , Nagpur , Indore , Raipur , Patna , Cochin , Coimbatore , Vijaywada, Dehradun, Bhopal , Guwahati, Bhubaneswar and Hubli.
The PC Road Show showcased the LG My PCs range which combines the best in terms of technology, features and style. The Road show provided informative demonstration of LG PCs and facilitated interactivity with customers by going to their doorsteps.
This road show has given an opportunity for LG to show case the salient features of LG PCs and has also given its valued customers a chance to experience the same.
LG Schemes
LG has always been a channel friendly company with dedicated efforts towards channel health & profitability. Speaking on this front Manikandan, Deputy General Manager for Sales & Marketing, LG, says “We have always taken lead in quicker settlement of channel schemes. We realize that partners are today looking at vendor who can enhance their profitability and LG's channel schemes are perfect examples of that.”
Below is a list of some schemes LG had executed in this year.
• Get Lucky with LG: LG had conducted a lucky draw for channel partners under the “Get Lucky with LG” scheme. The Lucky Draw was conducted in the presence of eminent media personals and senior LG officials. This scheme has evoked an enthusiastic response with CRT Monitor sales, accelerating the volumes to 280K units in Q1 2006. Under this scheme which ran from 1st Jan 2006 to 31st March 2006, both Consumer as well as channel partners could win exciting gifts like cars, motorbikes, notebook PCs, flat-screen televisions, microwave ovens, refrigerators, vacuum cleaners and PCs. The winner was decided on the basis of random draw of lots based on the serial number of the monitor. This scheme was a winning proposition for both customers as well as trade partners. The channel partners, who sold the LG CRT monitors during the scheme period, also won the same gift as the customer.
• LG 17”LCD Promotions: LG had unveiled a promotional campaign for the customers in March. With every purchase of 17 inch LG LCD Monitors (Model L1730S), the customers could either get a LG Microwave Oven worth Rs. 5,000 or a Reebok Gift Voucher worth Rs. 5,000 or a Lexmark Multifunction Printer worth Rs. 5,000. This offer was valid from 1st March to 31st March 2006 . LG Electronics is the leader in the CRT and LCD monitors space with market shares of 35 per cent and 23 per cent respectively. This innovative promotional campaign was an attempt to give the customers of LG the best deal for buying 17 inch LG LCD Monitor. This offer was valid only on L1730S Model. It is also the only LCD Monitor that comes with F-Engine technology which comprises of Colour & Contrast enhancement processes, wherein the original picture quality is corrected to make it look close to real life images. Other better aspects of LG's LCD Monitors are ultra-fast response time of 8 minutes and better viewing angle and high contrast ratio.
• LG DOLLAR VARSHA – Multi benefit offer: On every purchase of three units of 15-inch/ 17-inch CRT monitors or two units of 17-inch Flatron CRT monitors or four units of Combo drives or three units DVD Writers from LG Regional Distributors, channel partners qualify to get two "LG Dollars”. The partner could accrue these LG Dollars and redeem them for various gifts that include IT / CE / HA products. Moreover the company has also incorporated a concept of ‘Force Multiplier' in this scheme which multiplies the LG Dollars thus accrued, by 1.25 times and upwards on achieving various slabs of LG Dollars.
Partners were eligible to win DVD Writers, Flatron Monitors, CTVs, Music Systems, Washing Machine and Air-Conditioners on redeeming the ‘LG Dollars'. The scheme was valid from 1st Jan 2006 to March 31, 2006 , and the redemption was allowed to avail at any of LG's branch offices between April 5 and April 15, 2006 .
• LG Super fast Dollar Varsha: In this scheme, Channel partners get LG dollars on buying 17' CRT Monitors, Flatron, CD writer, Combo Drive , DVD writer, LCD monitor, PCs and Notebooks. On the collected LG Dollars they also get Loyalty Bonus. The loyalty bonus was based on Base dollars collected in the month of April-May during the Dollar Varsha II scheme. The partners can redeem all the accumulated Dollars for Gifts.
Channel Partners were eligible to win CD ROM, Combo Drive , DVD Writers, Flatron Monitors and LCD Monitors on redeeming the ‘LG Dollars'. The scheme was valid from 1st June 2006 to June 30, 2006, and the redemption can be availed at any of LG's branch offices between July 5 and July 15, 2006.
In the End
The dynamic business environment in Indian market is generating a huge opportunity for the IT players. Thus the market is bubbling with opportunities for the channel partners and it seems that LG is eager to make it easier and more profitable for partners of all business models. |
