Kuznetsov Sergey - LG Electronics projects
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This document contains Sergey Kuznetsov's project portfolio from his time as Head of TV Product Marketing at LG Electronics in Russia from June 2011 to August 2012. It describes 4 key marketing projects he led to increase LG's market share: 1) A consultants project to improve sales associates' product knowledge using an online training platform. 2) A Cinema3D bus tour that educated consumers about 3D TV technology. 3) Activating Cinema3D brand zones in Moscow cinemas. 4) Setting up 3D viewing areas in sports bars for live games. The projects helped decrease LG's market share gap with Samsung and successfully launch a new TV line-up.
Kuznetsov Sergey - LG Electronics projects
- 1. Project portfolio Kuznetsov Sergey | skuzn2k@gmail.com
- 2. LG Electronics Korean company-producer of Major Domestic Appliances and Consumer electronics Position: Head ofTV Product marketing Period: June ‘11- Aug ‘12 SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 2
- 3. Key targets for the company: 1. To reduce the Market share difference with the main competitor (Samsung) from 14% 2. NewTV line-up launch 3. Improvement of product mix in retail SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 3
- 4. Have been created and approved the annual marketing plan for 2012: Including: - 3 waves of campaigns (TV, press, Internet) - 14 big events, activites - Introduction of the new Cinema3D SmartTV line-up - Consultants project more than 700 ppl - Demo-zones, brand-zones in the biggest shops across the Russia Marketing budget – 1 bln Rub forTV category Actions: SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 4
- 5. 1. Consultants Project Actions: - More than 700 consultants in key shops around the Russia - Have been re-introduced online educational platform – with the social, gamification and assessment tool (www.lg-master.ru) – in cooperation with LGTrainingAcademy - Have been re-introduced the training for the sales people – together with LGTrainingAcademy 2. Results: - Clear tool for assessment of the promoters, with clear roles and responsibilities and key data - Unique platform, which is used not only by the LG personnel, but by the retail sales managers (Eldorado, Mvideo), which helps to improve the product knowledge, additionally motivate for the sales (due to the gamification techniques and special prizes) .This platform become on of the first such platforms on the electronics market SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 5
- 6. 2. Cinema3D Bus Project Actions: Aim:To popularize the LG Cinema3D technology / educate consumers / show new 2012 top model Action: ATL part: March-May – viral campaign through Social media andYouTube http://www.youtube.com/user/LGRUSSIA/Cinema3D - BTL part: Special bus with integrated 3DTV/ Home theater have been used Wave 1: Moscow-St.Pet (40 winners) Wave 2: 9 cities (from Moscow to Sochi) around 1000 km – in collaboration with “Train of innovations” – project of PR department Wave 3: 7 biggest summer events in 7 biggest cities (Velikie Luki– show of baloons,White nights in St. Pet, Kabana event in Kuban, etc) SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 6
- 7. Results: ATL part : 325K visitiors, 792K views, 299K unique visitors BTL part: • 1 wave: 98 visitors of the bus + social and viral effect (around 300K viewss) • 2 wave: more than 3000 visitors of the Bus + PR effect (more than 30 publications). Report: www.nomobile.ru/texts/159243.html • 3 wave: more than 5000 visitors + PR and social effect Project was nominated as a best in PR/Marketing activity in the LG Electronics worldwide SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 7
- 8. Actions: 3. Project Cinema3D Cinema Activation (in Moscow cinemas) • Aim: - Create a strong correlation between 3D viewing experience in cinemas through LG Cinema 3D Brand corners, by clear demonstration and communication of LG Cinema 3D technical advantages and consumers benefits - Bring a strong message, that with LG Cinema 3D one can have the same (as in MovieTheater) experience at home Action: - 10 best cinemas in Moscow - Special interactive brand-zones in the entrance halls - Branded halls, popcorn buckets, gifts, construction on foyer - Special deals for the purchase (Mediamarkt, MVideo) SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 8
- 9. Results: - More than 76K unique visits to the stand - Total traffic – 622K - Sales in the shops have been increased by 20- 35% during the period of the activity (in the shops, located at the same mall as Cinema Theater) + 1 month - PR-effect – more than 50 publications 3. Project Cinema3D Cinema Activation (in Moscow cinemas) SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) Video report: http://www.nomobile.ru/media/163116.html 9
- 10. 4. Project Sport-bars in 3D Aim: • Create a strong correlation between Sports viewing / live game and 3D viewing experience through LG Cinema 3D products Action: - Best sport-bars in Moscow and regions - 7 sport-bars in Moscow, 5 in regions - Full branding, advertising material (POSM, ads onTV), live commentators, every brake - LG Cinema3D advantages description SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 10
- 11. Results: - More than 10K unique visitors - Social and viral effect: more than 3500 pictures, reviews, comments - PR-effect: more than 35 publications 4. Project Sport-bars in 3D SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 11
- 12. Key results: 1. Decreased the market share difference to 2%, become a strongest number 2 player on the market 2. Successful launch of the new product line-up (listings in all federal chains, share of premium segment – 25%) 3. Improvement of the stock & overall sales results in the chains (consultant program have been increased the coverage by 30% in Mvideo) 4. All projects, which was initiated was nominated as the best in LG Electronics globally, several was chosen as the best (Cinema 3D Bus, Cinema Activation) projectsWorldwide SERGEY KUZNETSOV (SKUZN2K@GMAIL.COM) 12