The
global consumer electronics maker currently controls 35 per cent of the
regional Home Appliances market.
The
company will be betting on the ability of its appliances in helping consumers
make huge savings on power and water in its efforts to maintain the market
leadership. Some of the latest appliances can realize up to 70 per cent savings
on electricity while the washing machines can save up to 60 per cent on water.
The
company is already enjoying a good market run in the region especially on its
Home Appliances such as refrigerators and washing machines.
Currently
an estimated 70 per cent of refrigerators and washing machines in the east and
central Africa market are LG products, a situation largely attributed to the
company’s flexibility in meeting changing consumer demands.
Managing
Director for East and Central Africa Mr Josep Kim said the company will
continue spending a considerable amount on research, innovation and development
to ensure that the company grows and maintains its market leadership both
regionally and on the global front.
“A
random check among Kenyan and regional households will reveal that about seven
out of every 10 refrigerators and washing machines in use are our products. As
a company, we take this as strong vote of confidence in our appliances and
commit to continue with the innovation journey to meet and even surpass
consumer expectations,” said Mr. Kim.
He
was speaking at a media event hosted to take stock of the changing regional
market trends in the home appliances portfolio. The event comes in the wake of
heightened market competition which Mr. Kim is confident that LG Electronics
will wither and continue with its market dominance.
“The
amount of investments we commit to research and development is unmatched. The
rising sales volumes are testimony that we are indeed on the pulse of the
consumer needs. We will leverage on this going forward,” he said.
The
company has also made substantial progress in patenting its products in the
wake of rising cases of counterfeit goods in the region. Although the company’s
Home Appliances category is not seriously affected by the menace, Mr. Kim said
the LG Electronics will continue working closely with government
anti-counterfeit agencies in concerted efforts to protect the market.
The
latest LG refrigerators come with an in-built Low Voltage Stabilizer which
guards against power fluctuations while the Washing Machines exclusively
have the Auto Restart function which picks from where is stops in
case of power outage, this accounts for the huge savings in time and energy.
The company’s Microwaves come with intelligent i-sensor function which
Cooks and Grills to the consumer’s taste without supervision.
“The
I-sensor actually enables the microwave to go off once the food is well
done. Basically it’s pre-programmed with preset menus for different foods of
the world,” said Angel Bisamaza, the Product Manager in the Home Appliances
business unit.
According
to Mr. Kim, one of the company’s major selling points is the availability of
products for various market segments.
“This
ensures that there is something priced for everyone. The performance however is
what sets us from the rest of the competition,” he said.
The
company also announced plans to engage in a vigorous consumer education to
create awareness on maximizing utility of its various products. This will be
done through existing avenues like the customer service centre situated along
Ngong Road and Mobile Service Bus which goes round the country attending to
customers in remote areas of the country.
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