LG electronics is planning to sponsor the International Ski Federation's Snowboard World Cup for the 2008-2009 season. The reason for the sponsorship is to show LG's effort to market young and enthusiastic events and teams. Compared to Samsung's marketing strategy, which values classic and high-profile events or established teams, LG targets younger generations by supporting such events.
According to the article, the head of LG's Global Brand Marketing team explains that the sponsorship "...fits well with our image as a company that takes on new challenges to create electronics that are stylish, innovative and in tune with our customers' needs" (BusinessWeek).
The world cup will be held in 22 cities in 16 countries between September and next March, and LG assumes that all the broadcasting media around the world would show LG's logo on athletes' uniforms, billboard signs, and product experience booths that would open during the event.
LG's been sponsoring many other sporting events to show how interested they are on such energetic events that are similar to their marketing strategies as a enthusiastic challenger in the market. When Samsung has been supporting Chelsea Football Club, which is one of most famous teams in the English football league, placed 2nd, LG's been sponsoring Fulham from the leage.
In my opinon, since LG is doing its best to appeal their brand by supporting such events, it inspired me to see a big picture even at the fields that seem like nothing to do with what I'm concerning about. When I first saw the article, I was wondering why LG is sponsoring for Snowboarding World Cup that is nothing to do with electronics, but as I found out that it's to show their interests in such events as part of their marketing strategy, I was very surprised how marketing strategy can be differed for each time.
Reference;
http://koreatimes.co.kr/www/news/biz/2008/04/123_21972.html
20601008 - 4th Entry
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