By Laju Iren

In the fast growing world of consumer electronics services, cut throat competition and relentless marketing have been adopted by many brands to retain their share of the market. Although these are important qualities, LG electronics says collaborating strategically with other brands has helped the company remain a household name.

By cooperating with other firms, LG has been able to combine the knowledge and experience of other companies with its own technological know-how.   In Nigeria, beginning from 2011, LG Electronics has partnered with P&G on its washing machine. This co-marketing initiative involves consumers who purchase LG washing machine also going home with a giant pack of P&G’s Ariel washing detergent. Actively, both brands promote each other’s products; logos and messages belonging to both brands are deployed side-by-side on promotional materials, branding collaterals, websites as well as social media platforms-Facebook and Twitter.   In 2013, LG Electronics was able to reach an agreement with MTN Business, the business-to-business entity of MTN Nigeria to have MTN broadband internet services bundled with LG smart TVs sold in Nigeria. The deal made it possible for customers who buy LG Smart TV to also access MTN HyNet, the 4G broadband internet service offered by MTN Business.

Commenting on the partnership, the General Manager, Home Entertainment, LG Electronics West Africa Operations, Mr. Steve Ryu, said; “This unique partnership is ultimately about meeting the needs of our customers in a bid to provide cutting edge technological products and services to them in comfort and style.” Ryu further stated that with the LG Smart TV and MTN HyNet Internet service that comes with free 8GB data for 3 months, customers are bound to experience limitless online opportunities. “We are convinced that this partnership will go a long way to create the best of relaxation and fun time for our customers.”
Also in recent times, LG Mobile went into a co-marketing arrangement with leading telecommunications services provider, Etisalat on its miFi routers in Nigeria.