Acknowledgement

The satisfaction and joy that accompanies the successful completion of a task is
incomplete without mentioning the names of those who extended their help and support
in making it a success.

First and foremost I express my thanks to my entire respondent who helps me in

completing my project report.

I want to thank Preeti Dhingra (Faculty of Management, SGI) for her in-valuable
guidance and support and for encouraging me at every step.

I especially thank To Dr. Partap Chahal, Associate professor, Deptt. Of Management

Studies who has supported me with the valuable insights into the completion of this
project.

(BALRAJ)

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 DECLARATION

I BALRAJRoll No.1512054 MBA 3rd semester student of SAMALKHA GROUP OF

INSTITUTIONS hereby declare that the report entitled Sales Promotion at LG
Electronics India Pvt. Ltd (LGEIL), Panipat. is an original work and same has not
been submitted to any other institute for the award of other degree.

(BALRAJ)

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 Executive summary

Indian Consumer durables market used to be dominated by few domestic players like
Godrej, Voltas Allwyn and Kelvinater. But post liberalization much foreign company have
entered into Indian market dethroning the Indian player and dominating Indian market
the major categories in the market CTV, REFRIGRATOR, AIR CONDTIONERS AND
WASHING MACHINE

India being the second largest growing economy with huge consumer class has resulted
in consumer durables as the fastest growing industries in India LG, SAMSUNG the two
Korean companies has been maintaining the lead in the industries with LG being leader
in almost all the categories.

The rural market is growing faster than the urban market, although the penetration level
is much lower .The CTV segment is expected to the largest contributing segment to the
overall growth the industry. The rising income levels double-income families and
consumer awareness are the main growth drivers of the industries.

Consumer durables major LG Electronics India Pvt. Ltd (LGEIL) will invest nearly Rs
500 Cr in India this year in research and development, brand-building and other
marketing initiatives.

The company, having a turnover of Rs 9,500 Cr and market share of 26 per cent, is
investing Rs 360 Cr on brand-building and other marketing initiatives and around Rs
140 Cr on research and development, besides launching new platforms in information
technology and related areas,

LGs innovative 211 campaign to provide quality after-sales service, will also be
expanded from the existing 22 to 40 cities by next month, The campaign, for which IT
infrastructure has been set up, includes the companys response to customer complaint
within two hours. The fixing time for complaints varies from one hour to a maximum of
24 hours.