OLED TV MARKETING PLAN~ For the affluent consumers and early adopters, LG OLED 3D is the innovative and sustainable

television that offers incredible picture quality, fast response times and immersive viewing experience because of its four-color OLED technology. PRODUCTION DEFINITION An OLED (Organic Light Emitting Diodes) TV uses a new display technology that makes television brighter, more efficient, thinner and features better refresh rates and contrast than either LCD or plasma

Target Market! ~LOW (poor): Geographic (South and West) Not beneficial for LG to only focus on certain regions ~MEDIUM (normal): Demographic - married wife/children Psychographic - Sports enthusiasts , Family Oriented Strong number of substitutes Families are budget conscious

~HIGH (rich): Demographic Income $75k+ and College educated Behavioristic Early adopters High price point Want latest gadget & willing to pay premium

Strategic Position Barriers to Entry: Buyers: 56,000++ customers in U.S LG OLED from factor Switching costs between OLED and LED is substantial Cost of R&D substantial OLED data is proprietary Smaller companies lack research facilities

Competitive Rivalry: Example : Sony Crystal LED, SAMSUNG Super OLED Industry not concentrated Diversity small

Substitutes: LG has 27% LED TV market Conventional LED televisions Cost is comparative

Suppliers: Suppliers increased due to LED TV Supplier switching cost minimal LG & Amtran partnership

SWOT analysis of LG OLED Strengthen: 1. 2. 3. 4. 5. 6. 7. 8. 9. First mover Strong brand identity/power High picture quality Wide viewing angle Energy efficient Thin Light weight Internet buzz CES 2012 best of show

Weakness: 1. 2. 3. 4. High price First mover Lifespan Color balance issues blue organic LED compound which may die before the red and green compounds 5. Can be damaged by prolong UV exposure Opportunity: 1. 2. 3. 4. 5. 6. More cost effective (requires less material to build) Lower pricing in future Market to gaming community for future revenue growth Hung on wall Transparent Flexible

7. Cover 9x9 Wall

Threat: 1. Decreasing prices of LEDs 2. Increased competition, Samsung 3. Television and movie production standards are actually inferior to the level of viewing that RGBW enables 4. Unknown recycling issues Marketing Objective (sample) Improve TV market share from 27% to 50% by 2014 Strengthen the LG image by ranking No.1 in the US OLED TV market by 2012 Sell 200,000 to 300,000 OLED TVs by 2012 and up to 2million Increase brand awareness through a minimum of two social media sites by 2012 Release the 55-inch OLED TV to market at least 1 month before SAMSUNG in 2012

Financial objectives (sample) Control Market share analysis create quarterly milestones Collect quarterly OLED TV sales for ranking information Evaluate effectiveness of advertising and promotions via surveys Verify performance of OLEDs sales per month at least 37,000 units Review quarterly financial statements for increasing profitability Conduct customer surveys on effectiveness of social media sites Conduct sales analysis of all LG products on a quarterly basis Decrease expenses by a minimum of 5% by 2013 Have at least 25% of sales come from OLED TVs by 2017 Attain lower overall costs for the OLED TV than SAMSUNG by a minimum of 5% by 2015 Increase LGs profitability in 2012 by 10% over 2011

Marketing Strategy Product: Price: Design OLED Quality picture, contrast ratio, improves brightness, better power efficiency, response time Features wider viewing angles, motion handing, less energy consumption Size - 55 OLED TV with 3-D capabilities

$8000

Promotion: Place: Distribution channels direct, retailers Building the distribution channels 1. Marketing funds, PR & ads 2. Shared goals and controls 3. Product & sales training 4. Special deals, higher margin & premiums 5. Discounts, rebates, coupons, sweepstakes, early adopter prizes 6. Promotion & programs to increase sales Advertising Sales Force & Promotion Online Media Print Media Direct Marketing Public relations

http://www.lg.com/us/oled/index.jsp