BỘ TÀI CHÍNH

TRƯỜNG ĐẠI HỌC TÀI CHÍNH – MARKETING

KHOA MARKETING

BÁO CÁO BÀI TẬP NHÓM

HỌC PHẦN: QUẢN TRỊ MARKETING (TA)
MÃ LỚP HP: 2431702073001

Nhóm sinh viên thực hiện:

1. Ngô Võ Thái Hà MSSV: 2221001561
2. Nguyễn Thị Cẩm Lìl MSSV: 2221001623
3. Nguyễn Thùy Linh MSSV: 2221001630
4. Lê Bá Cao Sơn MSSV: 2221001786
5. Nguyễn Phạm Minh Thy MSSV: 2221001833

TP.HCM – Học kỳ 3, 2024

 BỘ TÀI CHÍNH
TRƯỜNG ĐẠI HỌC TÀI CHÍNH – MARKETING
KHOA MARKETING

BÁO CÁO BÀI TẬP NHÓM

HỌC PHẦN: QUẢN TRỊ MARKETING (TA)
MÃ LỚP HP: 2431702073001

ĐÁNH GIÁ TỶ LỆ ĐÓNG GÓP

Họ và tên MSSV Phần trăm đóng góp

Ngô Võ Thái Hà 2221001561 100%
Nguyễn Thị Cẩm Lìl 2221001623 100%
Nguyễn Thùy Linh 2221001630 100%
Lê Bá Cao Sơn 2221001786 100%
Nguyễn Phạm Minh Thy 2221001833 100%

TP.HCM – Học kỳ 3, 2024

 EXECUTIVE SUMMARY
This 2025 marketing plan for LG Electronics addresses the growing demand for
modern and convenient household appliances in Vietnam, focusing on establishing LG’s
leadership in the dishwasher segment with the LG TrueSteam™ and the new LG
TrueSteam™ Mini. A global leader in technology and home appliances, LG Electronics,
a subsidiary of LG Group founded in 1958, has a strong brand presence worldwide.
Since launching its first dishwasher in Vietnam in May 2024, LG has effectively
captured consumer interest by leveraging advanced technology and a solid distribution
network.
Market Opportunity: Vietnam’s dishwasher market presents high growth
potential, driven by urbanization, rising disposable incomes, and a trend toward
lifestyle-enhancing products. With a projected annual growth rate of 4.27% (2024-2029),
LG is well-positioned to expand its presence by targeting urban families with mid-to-
high incomes seeking quality, time-saving appliances.
Key Objectives by End of 2025:
- Secure 6.5% of the dishwasher market in Vietnam.
- Engage with 820,000 target households, achieving a conversion rate of 3.6%.
- Attain 65.5 billion VND in revenue, reaching a break-even point with over
3,600 units sold.
Strategic Priorities:
- Product Innovation: In addition to continuing its current product, the LG
TrueSteam™, LG will expand its line with the compact LG TrueSteam™
Mini. This model is equipped with IoT and smart technology (via the LG
ThinQ™ app), specifically designed to cater to smaller households with a
strong emphasis on convenience.
- Pricing Strategy: LG’s value-based pricing emphasizes quality and brand
reputation, supplemented by promotions and bundled offers to attract various
consumer segments.
- Distribution: Through a multi-channel approach—including direct online
sales, authorized retailers, and e-commerce platforms—LG aims to maximize
accessibility and plans to open more showrooms in major cities.
- Promotion and Awareness: A comprehensive advertising campaign will focus
on digital and social channels, with influencer partnerships to increase
visibility. Marketing will highlight the TrueSteam™ Mini’s modern, space-
efficient design and health benefits.
Financial Projections:

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 - Revenue Goal: 65.5 billion VND, with the LG TrueSteam™ and
TrueSteam™ Mini models projected to generate approximately 38 billion
VND and 27.5 billion VND, respectively.
- Sales Volume and Break-Even: The TrueSteam™ series will be priced at
24.99 million VND (full size) and 11.99 million VND (Mini), with expected
sales of 1,920 and 1,728 units, respectively, to achieve a break-even in 2025.
- Profit Margins: Focused initially on reinvestment, the strategy prioritizes
market share growth and brand establishment, setting the stage for future
profitability.
With a commitment to innovation, consumer-focused solutions, and sustainable
growth, LG Electronics aims to capture a significant share in the premium appliance
market, establishing a foundation for long-term success in Vietnam.

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 TABLE OF CONTENT
EXECUTIVE SUMMARY .............................................................................. i
TABLE OF CONTENT ................................................................................. iii
1. MARKET AND BUSINESS OVERVIEW .............................................. 1
1.1. DISHWASHER MARKET OVERVIEW IN VIETNAM .................... 1
1.2. LG OVERVIEW ................................................................................... 1
1.2.1. Business overview........................................................................... 1
1.2.2. Vision, mission and core values ...................................................... 1
1.2.3. Logo, slogan .................................................................................... 2
1.2.4. Business performance ..................................................................... 2
2. SITUATION ANALYSIS ......................................................................... 2
2.1. MACRO ENVIRONMENT.................................................................. 2
2.1.1. Demographic ................................................................................... 2
2.1.2. Economic ........................................................................................ 3
2.1.3. Political – legal................................................................................ 3
2.1.4. Social – cultural .............................................................................. 3
2.1.5. Technological .................................................................................. 3
2.1.6. Environmental ................................................................................. 4
2.2. MICRO ENVIRONMENT ................................................................... 4
2.2.1. Company ......................................................................................... 4
2.2.2. Suppliers.......................................................................................... 5
2.2.3. Distributors...................................................................................... 5
2.2.4. Customers........................................................................................ 5
2.2.5. Competitors ..................................................................................... 5
2.3. SWOT ANALYSIS ............................................................................... 6
2.4. TARGET MARKET ............................................................................. 7
2.5. POSITIONING ................................................................................... 10
3. MARKETING OBJECTIVES ............................................................... 10
4. MARKETING STRATEGY AND TACTICS ........................................ 11
4.1. PRODUCT .......................................................................................... 11

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 4.1.1. Product mix ................................................................................... 11
4.1.2. Labeling ........................................................................................ 11
4.1.3. Packaging ...................................................................................... 12
4.1.4. Product support (service) .............................................................. 13
4.1.5. Product life cycle .......................................................................... 14
4.1.6. New product development ............................................................ 14
4.2. PRICE ................................................................................................. 15
4.2.1. Pricing method .............................................................................. 15
4.2.2. New-product pricing strategy........................................................ 15
4.2.3. Product mix pricing strategy ......................................................... 15
4.2.4. Final price ..................................................................................... 16
4.2.5. Price discount and allowances ...................................................... 17
4.3. PLACE ................................................................................................ 17
4.3.1. Channel design decision................................................................ 17
4.3.2. Channel integration and systems................................................... 18
4.3.3. New developments ........................................................................ 19
4.4. PROMOTION ..................................................................................... 19
4.4.1. Push strategy ................................................................................. 19
4.4.2. Pull strategy................................................................................... 20

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 1. MARKET AND BUSINESS OVERVIEW

1.1. DISHWASHER MARKET OVERVIEW IN VIETNAM

In Vietnam, as living standards improve and modernize, the demand for an
enhanced quality of life has increased. As a result, many households are opting for smart
devices to support daily activities, with dishwashers becoming essential tools in
optimizing the cleaning of dishes, kitchen utensils, and overall kitchen hygiene, while
also saving time for other important tasks.
According to Mordor Intelligence, Vietnam is among the countries with high
growth potential in the dishwasher market. Driven by urbanization and rising disposable
incomes, there is an increasing demand in Vietnamese households for energy-efficient
and compact dishwashing machines.
According to Statista, in 2024, the revenue in Vietnam’s dishwasher market is
projected to reach USD 0.43 billion. The market is expected to see an annual growth
rate of 4.27% (CAGR 2024-2029).
In 2023, the dishwasher market in Vietnam recorded an HHI (Herfindahl-
Hirschman Index) of 2800, a slight increase from the HHI of 1975 in 2017. This
indicates a highly concentrated market, with strong competition among major brands
such as Bosch (Germany), Hafele (Germany), Electrolux (Sweden), and LG (South
Korea).

1.2. LG OVERVIEW

1.2.1. Business overview

LG Corporation is a South Korean multinational company, founded in 1947 by
Mr. Koo In-hwoi under the original name “Lucky Goldstar”, which translates to “Golden
lucky star.” LG Electronics is a subsidiary of the LG Corporation, established in 1958,
and is renowned for its consumer electronics, home appliances, and advanced
technology solutions.
Currently, LG employs over 84,000 people across 112 business areas, including
81 subsidiaries worldwide.

1.2.2. Vision, mission and core values

Vision: To become a globally trusted and widely recognized leading brand.
Brand Mission: Innovation for a Better Life – LG creates a better life for people and
a better future for our planet through smart life solutions.

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 Brand Core Values: Uncompromising customer experience; Human-centered
innovation; Warmth leading to a powerful smile

1.2.3. Logo, slogan

Slogan “Life’s Good”: This slogan reflects LG’s commitment to enhancing
quality of life through its products and services, aimed at providing a better experience
for consumers.
In April 2023, LG unveiled a new brand identity featuring a dynamic and modern
design, along with livelier expressions tailored for digital platforms. This rebranding
marks a major step forward in LG’s journey to connect with younger consumers.

1.2.4. Business performance

In Q2 2024, LG achieved consolidated revenue of 21.69 trillion KRW (USD 16.4
billion) and a profit of 1.2 trillion KRW (USD 900 million). In the Home Appliance &
Air Solutions sector, LG recorded an annual revenue of 30.14 trillion KRW, marking its
eighth consecutive year of growth.
In May 2024, following the success of the LG TrueSteam™ dishwasher line in
Seoul, South Korea, since 2022, LG officially introduced this product in the Vietnamese
market. This expansion aims to grow its market share and meet the demand for premium
home appliances in Southeast Asia.

2. SITUATION ANALYSIS

2.1. MACRO ENVIRONMENT

2.1.1. Demographic
The average age at first marriage is shifting toward later ages. For men, the
average age at first marriage is 29.3 years, and for women, it is 25.1 years. Additionally,
urban women are having children later and fewer than women in rural areas.
Nationwide, the birth rate is trending below the replacement level, with a total fertility
rate of 1.96 children per woman in 2023—the lowest recorded level—and it is projected
to decline further in the coming years.
Census data from recent years also shows that the average household size in
Vietnam had decreased to 3.5 members per household by 2019. This shift influences
consumer demand and shopping patterns for household products, specifically affecting
the market for dishwashers.

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2.1.2. Economic
As of December 2022, the average annual income per capita for households in
Vietnam reached USD 2,409.69, a significant increase from USD 2,178.78 in 2021. With
rising household incomes, consumers are increasingly inclined to enhance their quality
of life by purchasing modern home appliances. Additionally, the rapid urbanization, with
40.6% of the population residing in urban areas by 2024 (equivalent to 40.975 million
people), is driving the demand for such devices, particularly in major cities like Hanoi,
Ho Chi Minh City, and Da Nang, where the middle class with higher incomes and
modern lifestyles is concentrated. As a result, dishwashers are gradually becoming a
popular household appliance, becoming more accessible to a wider range of families.

2.1.3. Political – legal

Vietnam is a country with a stable political system, providing favorable
conditions for the formulation and implementation of economic policies, thereby
promoting a conducive environment for investment and business. As of May 2024,
Vietnam has signed, implemented, and is negotiating a total of 19 Free Trade
Agreements (FTAs). This has facilitated the import-export market, reduced trade
barriers, made the country more attractive to foreign investors, and boosted FDI flows,
contributing to sustainable economic growth. This creates a stable environment and
investment opportunities for foreign companies, including LG, to expand and develop
in the Vietnamese market.
Additionally, the Vietnamese market is adopting stricter regulations related to
energy savings and environmental protection for home appliances, requiring imported
products, such as dishwashers, to meet new standards. This impacts the production
process and product quality management for businesses.

2.1.4. Social – cultural

In Vietnamese culinary culture, meals typically consist of many small dishes,
served in small bowls, plates, and various types of traditional crockery. Additionally,
there are diverse cooking utensils such as pots, grills, and chopsticks, all varying in
material and shape. Furthermore, the kitchen sizes in Vietnamese households are
generally smaller compared to those in Western countries. This unique aspect
significantly influences the design and functionality considerations of dishwashing
machines when entering the market.

2.1.5. Technological
The integration of AI and IoT into home appliances is driving significant growth
in the global consumer electronics industry, including in the Vietnamese market.
According to a report by Research and Markets, the IoT market in Vietnam is projected

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to grow impressively from USD 6.23 billion in 2023 to over USD 13.1 billion by 2028.
Specifically, the smart home segment, with a focus on smart appliances, is forecast to
generate over USD 150 million in revenue by 2024 and continue to experience robust
growth in the coming years. This creates numerous opportunities for home appliance
brands, particularly in the dishwasher sector, to continuously innovate, enhance product
quality and features, and offer accompanying services to meet the growing demand for
personalized and modern consumer solutions.

2.1.6. Environmental
Vietnam’s tropical monsoon climate, with high temperatures and humidity,
creates favorable conditions for the rapid growth of microorganisms and bacteria on the
surfaces of dishes and kitchen utensils. Research has shown that dishwashers with
drying functions are highly effective in killing bacteria. According to a study by Rainer
Stamminger in 2022 (What science knows about our daily dishwashing routine),
dishwashers operating at temperatures of up to 65°C are more effective at eliminating
bacteria compared to handwashing. Additionally, the high-temperature drying process
helps reduce the presence of bacteria on dishes, ensuring higher hygiene standards. This
unique environmental factor contributes to the growth of the dishwasher market,
particularly for products with effective antibacterial features, meeting the health
protection needs of consumers in such a climate.

2.2. MICRO ENVIRONMENT

2.2.1. Company
Regarding the code of ethics, LG shares 2 key corporate principles: Creating
value for customers and Respecting human dignity. These guiding principles influence
LG’s approach to the dishwasher market in several key ways:
Responsibilities and Obligations to Customers: LG places customers at the center
of its operations, listening to and meeting their actual needs. This customer-focused
approach enables LG to develop high-quality dishwashers at reasonable prices, building
trust and fostering customer satisfaction. By prioritizing value for customers, LG
ensures its dishwashers are designed to meet the highest standards of quality and
functionality.
Corporate Responsibilities to Stakeholders: LG follows strict principles of fair
trade, providing equal opportunities for all suppliers. Through transparent and fair
business practices, LG builds partnerships with suppliers based on mutual trust and
cooperation, in full compliance with laws and regulations. For the dishwasher business,
this approach ensures a stable, fair supply chain that supports product quality and
efficiency, ultimately benefiting the end customer.

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2.2.2. Suppliers
Most of the materials and components used in assembling LG dishwashers are
produced in-house at LG Electronics' manufacturing facility in Vietnam, specifically at
the LG Electronics Vietnam Hai Phong (LGEVH) plant. As a result, LG is able to supply
many of the components for its own products internally, without relying on external
suppliers or being subject to price fluctuations from external sources.

2.2.3. Distributors
For its dishwasher product, LG has established an extensive distribution network
in the Vietnamese market, including key intermediaries such as Điện Máy Xanh,
MediaMart, Nguyễn Kim, Pico, HC, CellphoneS, Mega, and Nguyễn Kim, among
others. Additionally, retailers leverage e-commerce platforms like Shopee, Sendo,
Lazada, and Tiki. With such a diverse range of intermediaries, LG has built a strong and
reliable distribution system in Vietnam.

2.2.4. Customers
LG Electronics’ dishwasher product line currently targets individual customers.
With the growth of the economy and social development, the demand for high-tech
home appliances tripled in 2021 compared to five years prior, as consumers seek
enhanced convenience and enjoyment. Features such as convenience, cost savings, and
energy efficiency are now key considerations for consumers. With the rise of the
Internet, customers have access to a wealth of product information and increasingly shop
online, including for household consumer goods. According to NielsenIQ Vietnam, 64%
of Vietnamese consumers indicated that they will continue shopping online even after
COVID-19. These new consumer trends influence LG’s planning and decision-making
in the dishwasher market.

2.2.5. Competitors
The key competitors in the dishwasher market, directly competing with LG,
include Bosch (Germany), Electrolux (Sweden), and Hafele (Germany).
Bosch Electrolux Hafele
Product Freestanding Freestanding Freestanding
line dishwasher, dishwasher, dishwasher,
Built-in Built-in dishwasher, Semi-built-in
dishwasher, dishwasher,
Compact Compact dishwasher Full-built-in
dishwasher dishwasher,
Tabletop dishwasher

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Strength High energy Wide distribution Diverse product range
efficiency, network
Established brand
in dishwashers
Weaknesses Lack of Smart App Products have not yet High cost of products,
integration, Limited explored modern Products have not yet
variety in design technologies like AI, explored modern
and color IoT technologies like AI,
IoT

2.3. SWOT ANALYSIS

STRENGTHS WEAKNESSES
S1: Strong, established W1: Lack of
brand reputation synchronization in
S2: Efficient R&D operation communication activities
across various channels.
S3: Extensive retailing
distribution network W2: Weak brand presence in
the dishwasher market.
S4: Strong commitment to
sustainability W3: Limited range of
dishwasher models
S5: Solid financial
foundation. W4: Lack of physical stores
for the brand.
OPPORTUNITIES S1,S4+O6: Leveraging W3+O2,O4: To align with
reputation for sustainability, the growing trend of smart
O1: Improved
so that LG can attract homes and energy efficiency,
household income
customers interested in LG could expand its product
O2: Trend of IoT and energy-efficient and line to include a wider
smart home solutions. environmentally friendly variety of IoT-integrated
O3: Trend of products. appliances.
consumption tied to S2+O2: Capitalize on its W1+O4: LG should enhance
enhanced customer efficient R&D operations to its integrated marketing
experiences. develop a line of smart efforts to capitalize on the e-
O4: Trend of dishwashers, aligning with commerce trend and digital
accessing information the growing trend of smart information channels,
and making purchases homes and IoT. thereby reaching a broader
on online platforms. S3+O4: With its extensive customer base.
distribution network, LG can

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 O5: Favorable enhance its presence on e- W4+O3: LG could establish
investment commerce platforms to physical stores and
environment in expand customer reach. experience centers to cater to
Vietnam. S5+O5: Backed by a strong the growing consumer trend
O6: Trend of energy- financial position, LG can of experiential shopping.
efficient and invest in production lines
environmentally and technologies to optimize
friendly consumption. its manufacturing operations
and expand its presence in
the Vietnamese market.
THREATS S2,S4+T4: LG will continue W1,W2+T1: LG should
to uphold its commitment to enhance the synchronization
T1: Intense
sustainable manufacturing of its multi-channel
competitions
practices and robust R&D marketing campaigns and
T2: Low market capabilities to develop bolster its brand visibility in
growth rate in products that comply with the dishwasher market to
dishwasher market increasingly stringent improve its competitive edge
T3: Traditional regulations. in the fiercely competitive
dishwashing practices S2+T5: By leveraging its landscape.
remain prevalent R&D capabilities, LG can W3+T1: LG needs to
among consumers develop additional products enhance and expand its
T4: Tightening that cater to the evolving product line to strengthen its
environmental and trends of smaller household competitive position in the
product safety sizes. market.
regulations S1+T1: LG can leverage its
T5: A growing trend established brand reputation
towards delayed as a springboard for
marriage and penetrating the dishwasher
childlessness market.
Based on the SWOT analysis, LG can capitalize on the following opportunities
in 2025: (1) Develop and refine dishwasher products to meet evolving consumer needs
and preferences; (2) Invest in a specialized retail network to enhance the customer
experience; (3) Strengthen brand visibility in the dishwasher market through leveraging
existing media channels and reputable brand platforms.

2.4. TARGET MARKET

In the dishwasher segment, LG targets the following customer:
TARGET MARKET

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 Geographic Urban area type I, II: Residents in tier 1 and 2 cities often lead fast-
paced lives, juggling work and social activities. They tend to seek
dishwashers to save time and effort in cleaning dishes. Consumers
in large cities are also inclined towards adopting new technological
products that enhance their quality of life. This demographic not
only demands functional products but also seeks aesthetic appeal
and luxurious experiences. Moreover, purchasing power in tier 1
and 2 cities is substantial, with high incomes enabling residents to
invest in smart home appliances for optimized living.
Demographic Age: 25-35 Age: 35-55
Household income: 30 Household income: 50 million
million VND and above VND and above
Lifestyle: Newlywed couple, Lifestyle: Family with childrens
family with babies or/and grandparents
Family members: 2-3 people Family members: From 4 people
per household and above per household
Psychographic Personality: Personality:
Innovative and Value convenience and
experimentation - oriented: efficiency: They prioritize
This segment is typically open optimizing time and effort spent
to new experiences and on household chores.
creativity. They are not afraid Value products from reputable
to try high-tech products or brands: With high incomes, they
services as long as they can seek high-quality products from
provide exciting and unique established brands, prioritizing
experiences. durability, performance, and
Modern lifestyle-oriented: after-sales service.
This segment values modern Favor products from well-
conveniences and seeks to established brands: Given their
enhance their quality of life high income, this segment often
through the adoption of seeks out products that combine
advanced technologies. quality, durability, and excellent
Proactive and self-reliant: after-sales service from reputable
Those exhibits a proactive manufacturers.
approach to life, valuing self-
sufficiency and personal
management. They seek

8
 products that empower them
to streamline their daily
routines and enhance their
overall well-being.
Convenience-seeking and
time-sensitive: This segment
places a high value on time-
saving solutions and products
that streamline their daily
lives, enabling them to pursue
leisure activities.
Lifestyle: Lifestyle:
Busy: Newlywed couples and Health-concious: Consumers with
young families with children a health-conscious mindset
often juggle the demands of prioritize long-term well-being
marriage, childcare, and for themselves and their families,
careers, resulting in busy from young children to the
lifestyles. elderly. Consequently, they tend
Tech-savvy: quick to adapt to to opt for household products that
modern technologies and promote health benefits.
appreciate features such as Prioritize family benefit: They
automation, remote control, prioritize products that offer
and smartphone integration. practical benefits for all family
Health-concious: They seek members.
household products that offer Enhance family time and simplify
peace of mind in terms of chores: invest in automated
daily health and wellness for household appliances to reduce
themselves and their families. household chores and create more
quality family time.
Benefit Space saving: prioritize Convenience and functionality:
compact, modern designs and select products based on their
the product's ability to fit into ability to fulfill essential needs
small living spaces. while saving time and effort.
Smart features: seek products Durabilitytypically has high
with advanced technological expectations regarding product
features and multiple quality, particularly for household
functionalities. appliances designed to serve large
families over an extended period.

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2.5. POSITIONING
• POP: Overall, LG's dishwasher products are generally well-regarded for their
product availability and durability.
• POD: LG identifies a key differentiating feature that sets it apart from
competitors: the focus on "Smart and Convenient" attributes.
• Positioning map:

• Positioning statement:

3. MARKETING OBJECTIVES
By the end of 2025, LG Electronics aims to achieve a 6.5% market share in the
dishwasher industry, representing a 0.5% increase from the 6% share in 2024.
Reach 820,000 households in the 25-55 age range with a conversion rate of 3.6%
in 2025.
Aims to break even with a revenue of 65.5 billion VND through the sale of 1,920
LG TRUE STEAM dishwashers and 1,728 LG TRUESTEAM Mini dishwashers by the
end of 2025.

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 4. MARKETING STRATEGY AND TACTICS

4.1. PRODUCT

4.1.1. Product mix

LG TrueSteam™ LG TrueSteam™
LDT14BGA3 LDT14BLA4
Colour Beige Black

Dimension 600 x 850 x 600

(WxHxD)
Capacity 14 dish sets
Power 1600 - 1800W
Decibel operation 41 dB
Type Free standing dishwasher
Control panel Top Front

Smart Feature LG ThinQ™ app connection

4.1.2. Labeling
LG utilizes its brand logo as a label on dishwasher products to affirm the
following: The presence of the brand, allowing customers to easily recognize LG
products in comparison to competing products. This logo is associated with the
established brand image, which is known for the quality and durability of LG products,
thereby instilling confidence in customers when making a selection. It also asserts the
legitimacy of the product in the market and guarantees it under the brand's assurance.

11
 Descriptive label: The LG dishwasher products feature a descriptive label that
provides customers with information regarding the product's technical specifications.

4.1.3. Packaging
When purchasing the product, the LG dishwasher will be placed in a tertiary
package, consisting of a cardboard box and surrounding foam padding, to ensure that
the product remains undamaged during transportation. This packaging helps protect the
device from potential risks such as impacts, compression, and moisture during storage
and transit from the factory to the customer.

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4.1.4. Product support (service)
LG offers warranty policies and installation support for its dishwashers to
enhance customer experience and satisfaction.
User Manual: The user manual will be included with the dishwasher product,
providing customers with information on how to use the appliance, its functions, and its
power specifications.

Customer Support and Service: Customers can contact LG's customer service
center for inquiries and assistance.
Warranty policy:

Warranty period from BUT NOT Warranty period from Manufacture date
Purchase date OVER

24 months SW activated (*) or Without SW activated

valid invoice and no invoice

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 48 months 30 months

Free Shipping and Installation Program: Products will be delivered free of

charge by LG Vietnam directly or through a third party within 7 days from the
confirmation date, depending on the delivery area.
Out-of-Warranty Repair Policy: Out-of-warranty service applies to products
that are no longer covered by the warranty or fall under the scope of rejection.

4.1.5. Product life cycle

4.1.6. New product development

Based on the trend of increasing small household sizes in the Vietnamese market
and addressing the weakness of limited product variety, LG has launched a new product
line: the LG TrueSteam™ Mini, designed to meet the needs of consumers.

LG TrueSteam™ Mini

Colour Beige Black

Dimension (WxHxD) 450x550x500

Capacity 6 dish sets

Power 1600 - 1800W

Decibel operation 41

14
 Type Compact

Vị trí cảm ứng Front

Smart feature LG ThinQ™ app connection

LG's new product inherits advanced technology and design from existing product
lines, ensuring superior quality and performance. At the same time, the product is
equipped with comprehensive support features to enhance the user experience. During
transportation, the LG TrueSteam™ Mini utilizes a three-tiered protective packaging
system, optimizing protection and ensuring the product reaches customers in pristine
and secure condition.

4.2. PRICE

4.2.1. Pricing method

LG chooses a value-based pricing method to capitalize on its strong brand
reputation and high customer-perceived value. As a well-known and trusted brand, LG
has built a solid perception among consumers, who value its quality, aesthetic design,
customer service, and product innovation. This positive brand perception allows LG to
set higher prices, as customers are willing to pay more for the brand's products. By
capturing this willingness to pay, LG maximizes profit margins, which can then be
reinvested in marketing and product development.

4.2.2. New-product pricing strategy

LG has chosen a market skimming strategy for its new product, setting a high
initial price to reflect the premium quality of its offerings. For the upcoming LG
TrueSteam™ Mini dishwasher, the initial price is aimed at attracting customers who are
willing to pay more for advanced technology and unique features, including inherited
technology and cutting-edge design from previous product lines, with a particular
emphasis on high washing performance and connectivity through the LG ThinQ smart
app. This strategy is well-suited for high-tech products that require ongoing innovation.
As the mini dishwasher eventually faces competition from newer models, lowering the
price will be a practical step to maintain market competitiveness.

4.2.3. Product mix pricing strategy

4.2.3.1. Product line pricing

LG employs a product line pricing strategy for its dishwasher range to cater to
different customer segments effectively. Pricing varies between the LG TrueSteam and

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LG TrueSteam Mini models, addressing the needs of diverse households - from smaller
families seeking a compact, space-saving dishwasher to larger families requiring higher
capacity. This approach allows customers to select the product that best fits their needs
and budget, while LG maximizes revenue across both segments.

4.2.3.2. Captive product pricing

Category Description Price
Food residue Prevents odors and potential drainage issues, ensuring 760.000
filter optimal dishwasher performance VND

4.2.3.3. Product bundle pricing

LG implements a bundle pricing strategy by combining related products into a
package priced lower than the cost of purchasing each item individually. This approach
enhances the perceived value for customers, as they receive multiple devices or
accessories at a more attractive price.
Combo Price

LG TrueSteam™ Black Dishwasher LDT14BLA4 & Air 30% off

Purifier PuriCare360 Alpha PET Techonology

LG TrueSteam™ Beige Dishwasher Mini LDT06BGA3 & 24% off

Air Purifier PuriCare 360 HIT Multi-Filter System Blue|
AS60GHBG0

LG TrueSteam™ Black Dishwasher Mini LDT06BLA4 & 20% off

Black Microwave LG NeoChef™ MS2032GAS

4.2.4. Final price

After evaluating and considering various factors, LG has determined the final
price for its dishwasher product line.

LG TrueSteam™ LDT14BLA4 24.990.000 VND

LG TrueSteam™ LDT14BGA3 29.990.000 VND

LG TrueSteam™ Mini LDT06BLA4 11.990.000 VND

LG TrueSteam™ Mini LDT06BGA3 11.990.000 VND

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 Given the income level of the target customer segment for the LG TrueSteam™
Mini and LG TrueSteam™ dishwashers, the current pricing of these products is
considered appropriate and commensurate with the quality and superior features that LG
offers.
Specifically, the LG TrueSteam™ Mini, priced at 11,990,000 VND, is reasonably
priced to appeal to households with a monthly income of 30 million VND or more. This
price reflects a sound investment in a compact, efficient appliance that meets the needs
of young families or individuals living in moderate spaces.
For the premium LG TrueSteam™ range, which includes the LDT14BLA4
(24,990,000 VND) and LDT14BGA3 (29,990,000 VND) models, the pricing caters to
households with a monthly income of 50 million VND or more. Customers in this
segment typically seek home appliances that cater to the convenience of the entire
family.

4.2.5. Price discount and allowances

4.2.5.1. For intermediaries

LG has pricing strategies for intermediaries and dealers, including:
- Quantity Discount: When intermediaries and dealers achieve the agreed-upon
purchase volume, they will receive a discount based on the pre-negotiated rate at
the start of the quarter.
- Functional Discount: Based on purchase results and other collaborative
commitments, LG’s dealers will be offered pricing policies corresponding to their
dealer level.
- Promotional Allowance: Dealers are encouraged to expand their market presence
to increase the customer base and to become exclusive distributors in designated
regions within the system.

4.2.5.2. For customers

LG has pricing strategies for its customers as follows:
- New Member Offer: Receive a 5% discount on the first order when customers
become loyal members of LG.
- Loyal Customer Offer: Customers receive a 2% discount on all LG products upon
becoming LG members.

4.3. PLACE

4.3.1. Channel design decision

Channel design decision: Selective strategy

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 LG adopts a selective distribution strategy for its LG TrueSteam™ dishwasher,
which not only allows the company to maintain tight control over product quality but
also supports brand positioning and strengthens partnerships with distributors and
dealers. By selecting reputable distribution partners and setting specific regulations for
dealers, LG ensures that products are displayed and distributed according to high
standards at retail points, delivering optimal product quality to consumers. To support
its business partners, LG regularly updates them with information on new products and
attractive promotional programs, ensuring that dealers and distributors provide
customers with a wide range of choices and the most professional services.

4.3.2. Channel integration and systems

Channel integration and systems: Multi-Channel
LG has implemented a well-structured multi-channel distribution system,
combining both indirect and direct channels in a flexible manner, with a focus on
utilizing modern distribution channels. Specifically, in addition to direct sales through
the official online platform (LG's official website), LG has built an extensive network
of authorized distributors and brandshops. This approach provides customers with more
flexible shopping options, ranging from online ordering with home delivery to
experiencing products in-store.

4.3.2.1. 0 – level channel

LG has effectively leveraged its online sales channel through its official website
to meet the growing shopping demands of customers. By requesting detailed
information about customers' residential areas, LG can accurately determine the
inventory status at the nearest retail locations and ensure fast, free home delivery. This
model not only provides maximum convenience for customers by allowing them to
easily search for product information, compare options, and place orders online, but it
also aligns with the evolving consumer trends. To stay competitive, LG will need to
continuously innovate and refine its online sales channel.

4.3.2.2. 1 – level channel (online and offline)

The authorized dealer network (LG Brand Shop) plays a critical role in LG's
distribution strategy. Stores such as Thịnh Phát, Điện Máy Xanh, and Nguyễn Kim not
only serve as display and sales points but also provide professional experience spaces
where customers can directly interact with the products and receive personalized advice
from staff. Through this, LG not only builds trust and strengthens brand reputation but
also actively contributes to brand image promotion while enhancing the overall
customer shopping experience.

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 E-commerce platforms: In addition, LG's products are available on major e-
commerce platforms such as Shopee, Lazada, and Tiki, as well as being widely
distributed through the official websites of reputable electronics retailers like Điện Máy
Xanh, MediaMart, Nguyễn Kim, and Pico. Leveraging these e-commerce platforms with
their massive traffic has opened up opportunities to reach a large number of potential
customers, contributing to increased sales and expanded market share.
In 2025, LG will continue to maintain strong relationships with distribution
channels for both existing and newly launched dishwashers, ensuring that customers can
easily access the products quickly and conveniently.

4.3.3. New developments

In 2025, LG will expand its showroom network within shopping centers to
showcase its current kitchen appliance lineup, including refrigerators, microwaves,
dishwashers, and more, allowing customers to experience LG products. This initiative
aims to strengthen LG's brand presence in the kitchen appliance sector, with a particular
focus on dishwashers. The showrooms will be strategically located in major shopping
centers in Hanoi and Ho Chi Minh City, targeting LG’s primary customer demographic
in these key urban areas.

4.4. PROMOTION

4.4.1. Push strategy

LG will use personal selling and sales promotion in the push strategy.

4.4.1.1. Personal selling

LG will organize in-person training sessions or exclusive workshops for the sales
teams of distributors, focusing on providing detailed knowledge about the standout
features of TrueSteam™ technology, its unique benefits, and how to use the products
effectively. This initiative ensures that sales personnel at distribution channels fully
understand the products and are well-equipped to offer the best advice to customers,
thereby enhancing the product and brand reputation.
LG’s personal sales team will continue to maintain regular and proactive
communication with key managers and leaders at distribution partners. Through one-
on-one meetings and periodic updates, LG will present promotional strategies, introduce
new product information, and share long-term business objectives. This approach will
strengthen trust and commitment between LG and its distribution partners.

4.4.1.2. Sales promotion

LG encourages dealer and partner engagement with the “2025 Lunar New Year
Purchase Reward” program. To drive and support sales growth, LG Electronics Vietnam
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will offer rewards to dealers and partners who achieve specific sales targets after selling
the products featured in the program (from January to March 2025).

To further support sales growth and express gratitude for the collaboration of
dealers and intermediaries, LG is launching the "Travel to Europe with LG
Dishwashers" program. This program offers free European travel tickets as a reward to
sales partners and dealers who meet the specified sales targets. Partners and dealers will
have the opportunity to enjoy up to two weeks in Europe, with the trip scheduled to
depart in November 2025.

4.4.2. Pull strategy

4.4.2.1. Advertising
• Outdoor (OOH) & Indoor Advertising:
OOH and indoor advertising play a crucial role in enhancing reach to a diverse
range of customers, including the target audience. By strategically placing ads in high-
traffic areas such as bustling urban areas, main roads, shopping malls, and residential
neighborhoods, LG not only attracts consumer attention but also builds brand awareness
regarding its involvement in the dishwasher market. This helps create a strong
impression and solidifies the brand’s presence in the minds of consumers.
• Social platforms:
LG will launch a robust online marketing campaign to maximize the brand
recognition of its dishwasher product line. The campaign will include the release of TV
commercials (TVCs), product images, and short videos (reels) optimized for effective
display across popular social media platforms such as YouTube, Facebook, TikTok, as
well as news websites and on-demand video platforms.
• Collaborating with KOLs and KOCs for product evaluation:
LG will partner with influential KOLs (Key Opinion Leaders) and KOCs (Key
Opinion Consumers) who have a strong presence on social media to conduct product
evaluations and real-life experiences, particularly for the LG TrueSteam™ Mini.
Through sharing articles and review videos, these collaborations will impact their
followers (including the target customer group) and increase product visibility across
digital platforms.

4.4.2.2. Direct marketing

• Email and Zalo Marketing: Email marketing has the ability to personalize content
and deliver it to the right target audience, enhancing the decision-making process
and speeding up purchasing decisions. Both email and Zalo allow LG to maintain
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 long-term engagement with customers and provide valuable information when
customers need it to make informed decisions.
o Email Marketing: Personalize content based on customer behavior and
preferences analysis. The emails will provide detailed information about
the products, including key features, advanced technologies, and
accompanying promotional offers. These emails will be sent directly to
the inboxes of targeted customers to encourage the purchasing decision-
making process.
o Zalo Marketing: Send direct messages to users, informing them of special
offers and the latest news related to mini dishwashers. Zalo enables quick
information delivery and supports message personalization, enhancing
effectiveness in customer engagement. New features in Zalo Ads, such as
excluding irrelevant audiences and preventing junk leads, help optimize
the quality of customer outreach.
• Brochure, Catalogs: Brochures and catalogs are used to provide a comprehensive
overview of products, from features to offers and key benefits, with the aim of
building awareness and enhancing customer trust. They enable customers to
easily access detailed product information, thereby supporting the purchasing
decision-making process.
o Method: Brochures and catalogs can be distributed in-store, at trade
events, or included with product deliveries. This format allows customers
to absorb product information in a visually appealing and easy-to-
understand manner, and they can carry or refer to the materials at any time.
After the first six months, brochures and catalogs continue to support
marketing campaigns by maintaining customer engagement and
encouraging more thoughtful consideration during the buying decision
process. They focus on providing detailed information about long-term
offers, promotional programs, or new product improvements to sustain
interest and drive purchases.

4.4.2.3. Sales promotion

• For LG TrueSteam™ Mini: During the initial launch phase (3 months),
customers who purchase the LG TrueSteam™ Mini will receive complimentary
Optional Products and discounts on Captive products.
• Promotional programs throughout the year: LG will introduce promotional
campaigns during key events such as mid-year sales, Black Friday, holiday
seasons, and year-end shopping periods to stimulate consumer demand and
attract hesitant customers.

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 Promotional methods include: discounts, free installation programs, extended
warranty periods, product maintenance, and bundled savings offers with other LG
products.

4.4.2.4. Public relation (PR)

• Press Releases: LG will primarily focus on the LG TrueSteam™ Mini in press
releases to boost product awareness and enhance brand visibility in the market.
• Launch Phase: LG will implement activities to increase product visibility.
Official announcements will be uploaded on LG’s website, trusted news outlets,
and social media channels, enabling the public and business partners to access
detailed information about the product’s standout features, pricing, and launch
date. LG will also host a launch event for the LG TrueSteam™ Mini at Another
Saigon, where the product will be displayed in a modern living space, offering a
firsthand experience for media, KOLs, and influencers. The event space will be
highly interactive and welcoming, allowing guests to explore the product’s key
features and share live insights.
• Participation in Major Exhibitions: The LG TrueSteam™ Mini will be
showcased at prominent industry events like VMARK, a leading annual
exhibition in the design and technology sector, which will strengthen LG’s
presence and reach new customer segments.
• Post-Launch Phase: LG will sustain and expand media coverage in both general
and specialized industry publications, reinforcing brand awareness and keeping
the product top-of-mind with both media and customers. LG will collaborate with
publications on long-term features covering relevant topics such as modern
lifestyles and smart home trends. Additionally, in-depth PR articles focusing on
the mini dishwasher’s unique features will be published in home and technology
magazines to attract targeted readership.
• CSR Initiatives: LG will continue its corporate social responsibility activities to
build a responsible, relatable, and trusted brand image among consumers. CSR
activities include upgrading facilities and donating products to underserved
communities (e.g., “Village of Hope”), recognizing acts of heroism with the
“Kindness Vietnam” awards, supporting the growth of baseball in Vietnam, and
offering KOCHAM scholarships to students in financial need.

4.4.2.5. Personal selling

At LG showrooms, staff will focus on introducing the designs and key features
of LG dishwashers in detail. They will listen to each customer's specific needs, provide
advice, and recommend the most suitable product solutions. This creates an opportunity
for customers to directly experience the product, appreciate its quality and convenience,

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and ultimately build trust. This approach helps strengthen LG's brand image as a
provider of smart and advanced home appliance solutions in the eyes of consumers.

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