The decision by LG to spend over $100 million dollars promoting an LCD TV called Scarlet is an interesting move. But to tease consumers into believing that there is a new TV series called Scarlet in an effort to sell a red backed LCD TV is a big risk that I doubt is going to work for the struggling Korean brand.
In all of their communication for the new TV LG talks about design. It's a bit like hello; we stuffed up in the past with boring black box TV's so now we are going to tart them up with a big red back.
Click to enlarge |
But for LG the issue is going to come down to consumer confidence. After a gimmick TV launch the consumer at the end of the day is going to have to make a few decisions let alone which colour TV they want. LCD Vs Plasma, 1080i Vs 1080p 42" Vs 46" ,100Hz or as of next month a TV from Samsung or Panasonic that also delivers Internet content.
In today's market design is about evolution and the development of new features and capabilities that further enhance a product. To see this at work in the market one only has to look at brands like Mercedes, BMW or Audi.
What they do is develop the next generation of their products by delivering enhanced performance, airflow and interior technology. They don't do what a lot of Asian manufacturers do when trying to break into the prestige end of the market and develop a brand new all dancing all singing motor car.
