Highlighting Marketing Role in the Modern Jordanian Businesses
Amman, Jordan - LG Electronics, global leader in technology and innovative designs, is placing much interest into Jordan's development process, be it economic, social or educational. This was recently manifested in Petra University, which hosted a specialized lecture on the art of marketing, highlighting its role in promotion, innovation and business inspiration.
LGE Marketing Manager in Jordan, Mr. Zaid Nabulsi gave the lecture, which was attended by H.E Dr. Adnan Badran, president of Petra University, and Dean of the Administrative and Financial Sciences Faculty, Dr. Rafiq Omar. The lecture focused on fundamental principles of LG's marketing strategy which it undertakes to enhance its leading position in the local, regional and international arenas.
The event was organized in cooperation with the Marketing Department in Petra University, under the supervision of Dr. Ilham Tummaleh, head of department, and Director of the Evening Studies in the University, Dr. Raed Momani.
Mr. Nabulsi pointed out that LG is focused on the interests and needs of consumers and endlessly working to meet their demands by developing and inventing ground-breaking techniques and products that access consumers to the real sense of modern lifestyles. "LG is basically satisfying customer's needs by adopting effective and practical plans, as well as modern marketing approaches, that are persistently applied on market trends and consumer's purchasing power," he said. "LG has acquired a substantial market share in Jordan, thanks to the successful marketing and promotional policies launched in the recent years, a fact that helped in raising awareness among Jordanians towards LG's advanced and creative technology and products."
Mr. Nabulsi cited several examples on the success stories that LG has scored through its thriving promotional campaigns in Jordan, including the one launched in November 2008, in cooperation with the Lebanese singer Wael Kfouri, to promote its stylish (KF510) phone. What made the campaign booming is LG's insistence to help motivate Jordanian and Arab youth to win tickets for Kfouri's concert in Amman, once they buy the new phone. The Concert, which was held late November 2008, also featured Kfouri's fellow singer, Rula Saad.
LG's interactive campaign with Kfouri was also characterized with the distinctive launch of its third phase on the Internet. Titled "Be a Star with LG", the endeavor was oriented towards Arab youth who are keen to display their creativity and innovation in music writing, singing and composing, under the supervision of the Lebanese megastar.
LG, meanwhile, is always keen to conceptualize new and unique ideas each time it releases a new product, in a way to catch the attention of its consumers and encourage them to experience the hottest products. A true example of this was LG's marketing campaign in May 2008, which revealed a range of sophisticated TV lineup, "Scarlet", being the first of its kind in the world equipped with unique and cutting-edge technologies. At the event, however, surprised guests learned that the premiere was actually, for the new full HD LCD TV, and that LGE had cleverly manipulated the meaning of "TV Series" in order to increase interest and impact.
Other LG campaigns had also received the same level of success, particularly the ones involving LG mobile phones, including "PRADA", "Shine", Viewty", and "Venus". These phones have conformed to the wishes of LG's customers in Jordan and the region, given that their outstanding performance, technical creativity and classy design were the motive. More to the point, LG promotional campaign for its "Netbook" laptop was another hit, being the core of attention for both the economic and social segments, from the time when it was released in the Jordanian market earlier this year.
Mr. Nabulsi pointed out that "understanding consumer needs is very important and sensitive bedrock for success in promoting any product or service. And by focusing on the visible needs alone, the company could, inadvertently, disregard or overlook the invisible ones. That's why LG is now embracing three levels of marketing: The Responsive Marketing which handles the task of finding and filling needs; The Anticipative Marketing which recognizes an emerging or latent need; and, The Need-Shaping Marketing which introduces products or services that often are inconceivable."
It is worth mentioning that Mr. Nabulsi holds MBA degree in Marketing from New York Institute of Technology, Amman, and B.Sc. degree in Economics and Administration Sciences from the Applied Sciences University. He joined the Marketing Department of LG Electronics in 2005, with immediate responsibility over local and regional markets.
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About LG Electronics, Inc:
LG Electronics, Inc. (KSE: 066570.KS) is a global leader and technology innovator in consumer electronics, home appliances and mobile communications, employing more than 82,000 people working in 114 operations including 82 subsidiaries around the world. With 2007 global sales of USD 44 billion, LG is comprised of five business units - Home Entertainment, Home Appliance, Air Conditioning, Business Solutions and Mobile Communications. LG is the world's leading producer of mobile handsets, flat panel TVs, air conditioners, front-loading washing machines, optical storage products, DVD players and home theater systems. For more information, please visit www.lge.com.
© Press Release 2009
