LG projector distributor FROG AV enjoyed a record-breaking year in 2002 by increasing sales over the previous year by 100%. The company predicts continued success this year by doubling sales once again, by targeting the home entertainment market.
Since inception in 1997, LG Electronics has seen the brand go from strength to strength and they now enjoy the No2 spot in terms of brand awareness in the electronics market. Along with this positive brand perception, the Korean giants bring a range of reliable products to the market place. LG`s success can be attributed to the relationship they have with their distributors, like FROG A.V.
Based in Gauteng, FROG A.V. is the biggest distributor for LG data/video projectors in South Africa. LG appointed FROG as distributors because they are able to offer the full spectrum of services, including demonstrations, installations, repairs and consulting.
Adre` Joubert, Managing Director of FROG explains, "On the rare occasion that something should go wrong with one of the projectors we are able to provide a three day turnaround time on repairing the unit and we will even arrange for a loan unit in emergencies." It is this consumer-focused orientation that has differentiated LG projectors in the market. LG also ensure that they have all the necessary parts in the country beforehand, to ensure quicker repair times.
When asked about the secret sales ingredient, Adre` explains that, "In the consumer market, people want to get a feel for the home cinema from the comfort of their own living room and it is this experience that our sales team can provide. The synergy of their existing sound system and the LG Projector, offered by our sales executive, often leads to a sale."
What differentiates us is that we visit the actual site to understand the specific needs at that venue. This personal attention proves to be a key purchase motivation for consumers. This has seen the market asking for LG projectors specifically and even willing to pay a premium for the product.
Due to these factors, LG and FROG can realistically aim to double the sales figure from 2002, in 2003. JH Kim, LG IT Product Manager, sees the growth in 2003 coming from the expanding home user market. "We have identified a trend in the market, home users are investing in projectors to enhance their home cinema. This segment is estimated to make up 30% of our sales and this can be attributed to the falling cost of projectors and the advancements in picture quality technology."
FROG is also capable of providing and installing LG`s full range of AV solutions, including Plasma Screens, LCD TVs, Rear Projection Monitors and home theatre sound systems.
LG Electronics invites you to experience their Digital Leadership at Computer Faire 2003 (Hall 1, Stand C1-8, from 13th-16th May).
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