LG 2012 Annual Report Download - page 28

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45
Malaria is a very huge health problem in Nigeria and the available
methods of mosquito control all have some inconvenience in one
form or another. The idea for an Anti-Mosquito Air Conditioner
came about after realizing this as a real need of consumers.
Our teams were empowered to answer the need in a way
that would create a big differentiation for LG in the highly
competitive Air Conditioner market. The Air Conditioner
business is tough because price and incentives are major purchase
considerations. We cannot profitably sustain competitiveness in
such an environment. To keep ahead we must create competitive
advantages for ourselves by developing products with strong
local relevance based on local market insights. These factors were
crucial in developing the Anti-Mosquito Air Conditioner for the
Nigerian market. We must continue to mine these local insights to
create products are both relevant to consumers, and differentiate
LG in the marketplace.
Air Conditioning &
Energy Solution
The bold marketer who develops new market opportunities and
drive consumers upon his leads,
LG Nigeria Limited / Product Marketing Deputy Manager
Peter Adegor
Special markets require
inspired solutions. The Anti-
Mosquito Air Conditioner,
created by LG for the Nigeria
market, uses inaudible
ultrasonic wave that are
harmless to people, yet 62.5
percent effective at repelling
the malaria-carrying insects.
Anti-Mosquito Air Conditioner
44