• 
• 
• 

Besides, LG can avoid the price war in the home-appliance market and become more competitive.

Last year, LG devoted US$2.8 billion (Bt100 billion) to research and development of eco-friendly and healthy products. LG typically spends more on R&D in this area than its rivals, which earmark 5-7 per cent of their total investment, according to its officials.

Koh said the campaign would kick off in Malaysia early next month before moving to Thailand, where a press conference would be held on May 7. The next launches will be in Vietnam, Indonesia, Singapore and the Philippines. TV commercials will start airing next month.

"Only technology is not enough as consumers nowadays are concerned more about the health aspect. If we're successful in Asia, we may consider expanding this campaign worldwide in the future," Koh said.

Simon Hahm, vice president of the A/C sales management team at Air Conditioning Co, said LG expects the "Health +" campaign to boost its sales by 15 per cent this year.

Besides air conditioners, LG will promote home appliances - washing machines, refrigerators, vacuum cleaners, cooking appliances and dishwashers - all designed to reduce allergens with LG's advanced technology.

One of healthy appliances is a novel front-loading washing machine. LG equips this product with the world's first steam technology designed exclusively by the company.

This technology will remove allergens and kill germs that cause allergy-related illnesses.

Another example is a vacuum cleaner with a dust compression system, carbon HEPA filter and Sani Punch. The system was designed to prevent a dust cloud when the dustbin is emptied.

LG continues new technology development for each product.

For refrigerators, LG foresees new standards for energy use in real operating conditions, freshness and volume efficiency.

As far as LG's concerned, the selling points of this refrigerator are the highly efficient linear compressor, high performance heat insulation and stylish design.

Another challenge for LG is how to move washing machines from the laundry room to the living zone as a piece of furniture in the home.

LG is also developing true steam technology, high washing performance, and low vibration and noise technology for its washing machines.

Seong Jea Seuk, the super designer of home appliances and air-conditioning products at the HAC Design Research Lab, the design and research institute of LG, said LG's designers have to work closely with the company's engineering, marketing and other departments when they have to create new products.

All of LG's new products will be designed from research and consumer insight. So, the products will closely match consumers' desires.

"Stylish design and advanced technology have to go together. The products' appearance is quite important and influences some consumers when buying home-appliance products," he said.