Target Markets of Sony and LG

Everyone probably owns a product from or has at least heard about Sony and LG. These two companies are two multinational conglomerate corporations that sell home entertainment and appliances. Throughout their existence, both of the companies have managed to employ marketing strategies that led and continue to lead them to success. In this quest, the target markets of the companies have played a significant role. So, let’s unravel the secret behind the success of Sony and LG.

Let’s begin by discussing the marketing strategies and campaign examples of Sony.

One of Sony corporation’s recent campaigns is called “Boundless by Sony.” It was launched in the beginning but of January and spread across social media platforms. With this campaign, Sony wishes to establish strong relationships with professionals and creators.

This way, the collaboration will bring out a lot of inspiration for younger generations. The “Boundless with Sony” campaign shows how it is breaking barriers, pushing boundaries, and creating a future with Sony technologies.

This marketing campaign uses videos featuring creators who have been able to incorporate technology and creativity and, as a result, bring out the company’s brand purpose.

During the campaign, famous people like Zaytoven, Cory Barlog, Kiersey Clemons talk about the power of technology, how it can harness inspiration and an engaging atmosphere. Each one of them shares their creative journey and leaves a piece of advice for others.

As a result, in just a very short time, the campaign was able to outperform Sony’s performance benchmarks. Its purpose was to engage youngsters and showcase how the vision of creative minds can be combined with the vision of technology with Sony’s help. This will position the brand in consumers’ minds as an innovative entertainment company with a strong technology base.

Moving on, let’s speak about their targeting strategy and discuss their slogan.

As the company emphasized pushing boundaries, it also wanted its customers to be moved. Hence, at the moment, Sony’s slogan is “Be Moved.” This statement communicates the brands’ desire for consumers to feel this way about the brand.

This slogan means that the brand cares for artistry and innovations that will surprise its target market. Just like in the campaign, this slogan moves people emotionally by showing them how creative people from different fields can work together to turn impossible to possible.

One surprising fact about this slogan is how it is merely used at the end of movies while its previous slogans were utilized in television commercials and advertisements.

Now let’s discuss Sony’s segmentation strategy.

Sony is a brand that sells high-end technology, which is aimed at the high-end market. Considering the fact that it manufactures devices for everyone, we can assume they target all types of people. However, just like any other major corporation, they put their emphasis on only one.

To find out their primary target market, let’s look at this commercial by Sony.

The commercial is a representation of the introduction of Sony Xperia 1. In the video, we are introduced to the new smartphone with all of its groundbreaking features. Initially, the video tells that the smartphone is built for speed, reminding its slogan and marketing campaign where it connects to its customers emotionally and highlights the limitless boundaries of the brand.

The product in the commercial is differentiated by its photography, where a man is capturing pictures with up to 20 fps AF/AE, which was previously impossible. It mentions 5G speed, real-time eye AF not only for humans but for animals also, and fast focus in low light. All of these features are shown with examples by capturing moments of people, and animals both in normal and low-light situations.

The commercial then evolves with examples of cinematography. We see a man taking a video of a woman dancing near the ocean with Sony Xperia 1 with a 4K HDR display. Similarly, cinematography with a Sony smartphone comes with 5G, high-quality color reproduction, audio experience, and gaming.

Based on the preferences of the people featured in the video and how Sony provided them new impulses, we can assume that they belong to the Conscious Progressives segment. This means that Sony focuses on customers who mainly belong to this target segment.

So, who are Conscious Progressives?

The target market of Sony.

Lifestyle and Values

Conscious Progressives are intellectual and open-minded people.

These people are curious and crave information to be able to make decisions in life. Conscious progressives have a practical outlook on life, so they give equal priority to appearance and intellect. This is the reason why they have more of a casual and sophisticated sense of style. These grounded and down-to-earth people also value honesty.

Conscious Progressives are very socially active people that have a lot of friends who represent various inspirations. Their variety-filled life is an indicator of how their curiosity leads them to constantly meeting new people and discovering new places. This segment also shows interest in other cultures.

Attitude to Shopping

Conscious Progressives give equal significance to the functionality and image of the product when it comes to shopping. Like others, sometimes they are emotional buyers, too; however, they mask it with their casual style and prioritize what’s inside.

The majority of people from this target segment pay attention to advertisements. According to them, ads should be intellectual and captivating to attract them.

Some interesting facts about Conscious Progressives

• As they constantly seek curiosity in everything they do, they always go for unique and not mainstream activities.
• Conscious Progressives are devoted readers and purchase most of their books in their early years.
• Other than books, they enjoy spending their weekends with their friends doing some sports like football or cycling.
• Their favorite activity is exploring new places, foreign countries, new people, and ideas.
• They value education very strongly and believe that the brain drives success rather than work.
• From the media, they mostly enjoy the internet, radio, and newspapers. However, their primary media consumption is informational.

16 Personalities (what is for your business?)

As we can see, the key target audience for Sont is the Conscious Progressives segment, who are aged from 18-32, love to enjoy a free life of challenges. Bakeries have targeted these people, as they are generally open-minded ones, like gathering a lot with friends. And a bakery like Tartine is a perfect gathering place for a segment like Conscious Progressives. Appearance is not a priority for them, they are the kind of personalities who want to differ mainly with their mentality and intelligence. They are one of the most intellectual segments but are not authoritative as they love a quiet life and professional work. If they do business, then non-commerce is crucial, or other non-standard businesses.

Conscious Progressives are just 1 of 16 Personalities that you may meet during your daily business and marketing activities. Behaviors of these segments are described in detail in the book, the study of which is very important so that we can have the right ideas about their

1 / Motivations

2 / Fears

3 / Desires

4 / Preferred ways of standing out

The answers to these insights will give you an opportunity to find your ideal customer.

All these types of clients are included in the book called “16 Personalities”, which will open a new Marketing world for you. This book will give you a key to the heart of your dream client. By recognizing all 16 Personalities, you will easily find a target customer that matches your brand.

Now it’s time to switch gears and discuss LG and their campaign strategy.

Back in 2014, when LG was the one and only company with OLED technology, the company launched an advertising campaign that managed to create assets to meet the company’s goals.

This was the OLED Advertising Campaign.

Since OLEG TVs came with incredible image quality, LG needed an excellent approach to be able to showcase the world its technology that generated the best in its kind contrasting colors. During this process, LG used such deliverables as TVCs, mobile, rich media and Digital HTML5 banners, underground adverts, OOH advertising, etc.

LG’s strategy was to showcase the brand’s new, breathtaking technology that highlighted the color contrast between vivid colors and pure black. Since the company decided to display the campaign on banners and television commercials without OLED TVs, they needed to come up with a commercial that would highlight the concept of “Perfect Black Creates Perfect Color.” Under these circumstances, LG proposed the idea of a slick black panther as the main lead.

One important thing to note is that instead of using a computer-generated panther that would make their lives easier, LG employed a real panther who soon became the perfect black symbol. Furthermore, the commercial was shot with a 4K RED camera with slow motion and green screen.

With the help of Cinema 4D and Photoshop, they managed to create the color stream and the invigorating panther eyes. Other than that, the jellyfish featured in the commercial was shot in the London Aquarium. These creatures became yet another embodiment of the perfect color that LG introduced with its OLED TVs.

This marketing campaign was a significant success, considering the nine million views that were generated while on air. Finally, to make people associate LG with colors and make a thematic link, LG increased its presence during events like the Color Run.

Now let’s have a identity the target market of the LG and discuss its slogan.

LG constantly tries to remind people of what they stand for through its campaigns, slogan, and innovative logo.

Its slogan is “Life’s Good” which is ingrained in the subconscious minds of its customers. This slogan represents the brand acronym LG. This way, it tries to assure its target market that life is good with LG.

This slogan was initially proposed by the Australian LG team, but overtime it became so popular and liked by people that it ended up being adopted globally. Additionally, previously LG stood for Lucky Goldstar but after the adoption of the new slogan, LG now means “Life Is Good.”

Now let’s explore and analyze the segmentation strategy of LG.

To do so, I am going to discuss the LG commercial that features its X series smartphones.

The commercial starts with a scene where a group of friends is celebrating Jisoo’s birthday. Jisoo is a member of the group Blackpink. This was a smart approach from LG to use influencer marketing to have a social influence on people.

During the party, one of the boys named Jinhwan admires Jisoo on his LG stylus two and shows his feelings for her by drawing hearts and “I love yous.” However, he can’t confess his feelings because he knows that the girl likes someone else. In the other episode, we see a bund of youngsters partying and taking selfies with their LG x Screen.

Meanwhile, Jisoo notices the guy he likes named Hanbin dancing with another girl. This was the guy that liked her but pretended not to since he was afraid to lose her. Finally, in the last episode, we see Bobby reminiscing the old days on the beach where they would hang out, take photos, and laugh out loud.

He is the only one that confesses his feelings for Jinsoo. We hear him say that all the love he had, he felt alone in the beautiful moments they shared that were immortalized with LG x Cam.

People that were featured in the commercial, their dynamic lifestyles lead us to only one conclusion. Here we are dealing with a segment called Carpe Diems.

So, who are Carpe Diems?

Lifestyle and Values

Carpe Diems are people who enjoy life to its fullest. They are very outgoing and often visit upscale places with their friends. They love their independence and money for them is a part of their freedom. When it comes to a career, they will be willing to make sacrifices to improve in their careers.

These people are very adventurous and spontaneous, and just like their name, “Carpe Diem” indicates they live for the day. They always seek new challenges and trends when it comes to music, fashion, and sports. Carpe Diems enjoy standing out from the crowd that why they stay on track with all the trends. They give priority to health and try to stay fit by eating healthy and exercising regularly.

Attitude to Shopping

When it comes to brands, this target segment enjoys high standards of living; that’s why they prefer quality products. They are more brand-oriented than average. Carpe Diems are loyal customers who don’t switch between brands. If the brand fulfills their expectations, they will stick to it forever. This approach is connected to their belief that earlier choices are the best.

As they are huge “live for the moment” people, they try to find personal pleasures in their purchases. It’s vital for Carpe Diems to know that their investment was not just cheap but the best deal they could get. Overall, they enjoy shopping and spending a lot.

Here are some interesting facts about Carpe Diems

• They are active party people who enjoy visiting cafes and pubs with their friends. They also enjoy cinemas and other cultural events like museums, exhibitions, or wine events.
• They read books in their free time about lifestyle, biographies, and sports.
• They enjoy the internet and use it for entertainment and communication. They listen to the radio more than average but are not active TV users.

To conclude, I hope you could grasp a good understanding of the target markets and the meaning behind the logos and slogans of LG and Sony. Other than that, I hope you enjoyed and learned something new from their marketing campaigns. For more posts like this, click on the homepage of the site.