BY, M.

SABITA, 1225110122

CONTENTS
INTRODUCTION OBJECTIVE OF THE STUDY

NEED OF THE STUDY

SCOPE OF THE STUDY ANALYSIS

FINDINGS
SUGGESTIONS CONCLUSION

INTRODUCTION
The LG Group was born as Lucky Chemicals in 1947. LG was the First Korean Company to make cosmetics and to enter

the synthetic resins industry.

It has laid out an extensive network of 77 subsidiaries across the

country employing a total of 72000 people.

In a short span of just 26 months, since its inception in May 1997, the

brand has attained a brand awareness level of about 90% in the consumer durable Indian market.

OBJECTIVE OF THE STUDY

To study the LGs advertising strategy vis--vis its competitors. To see how effective is the promotional and positioning strategy

of LG.
To find out the market share of products of LG.
To find out the most preferred brand in the market. To know the awareness level of consumers about the products of

LG.

NEED OF THE STUDY

To know about the competitorsposition in the market is an important

aspect of marketing strategy.

It will help them to know the problems of customers, reasons for their

dissatisfaction and ways to eliminate these problems.

This will also help the company to know how far they have been

successful in their brand building process.

This will help to find out the problems faced by dealers in selling the

LG products.

SCOPE OF THE STUDY

There is a wide scope of consumer electronics products to include

digital display, digital media and information technology.

LG to make a strong online promotion introduced LG community to its

customers.
There is a high scope to introduce typical and innovative accessories

based on the discussions.

There is scope of better and in-depth understanding of the product

because the information is sourced through the users of it

ANALYSIS

Total advertisements

Brand-wise classification of advertisement

40 30 20 10 0 5 4 7 32 19 8 6 18 Electrolux Godrej Hitachi LG Samsung Videocon Voltas Brands Whirpool

Brand recall for consumer electronic items

Samsung Whirlpool Panasonic

70 60 50 40 30 20 10 0

59
40

LG

Points

32 23 11 8 18 11

Sony
BPL

5
Videocon

Brand

Philips
Others

Age wise classification of consumers perception

80 70 60 50 Points 40 30 20 10 0 Factors
EFFECTIVE ADVERTIS EM ENT BETTER VARIETY TAKE CARE OF HEALTH BETTER QUALITY GOOD BRAND EQUITY BETTER AFTER S ALES S ERVICES EAS Y TO US E DURABLE M ORE FUCTIONS BETTER AP P EARANCE HIGH COS T

Age wise classification of recall of adv. for various products of LG

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

> 50 yrs

35 - 50
18 - 35

Findings of dealers perception

1.Sansui, 2. Samsung, 3.Crown, 4.LG, 5.Electrolux, 6. Whirpool, 7. Akai, 8.Godrej, 9.BPL, 10. Videocon, 11. Onida

12 10 8 Points 6 4 2 0 Brands Incentive POP Supply Employee behaviour Credit period After sales services Warranty period

FINDINGS
In Color Television, LG ranks along side Sony as a status symbol. It

also leads on willingness to recommend and product differentiation. On spontaneous recall, BPL and Videocon lead, and LG is at the next level along with Sony, Onida and Samsung. In refrigerators, Godrej leads by far on spontaneous recall. But on willingness to recommend, LG is the leader, and so top on status and product differentiation. In washing machines, LG doesnt lead on any parameter. On spontaneous recall, willingness to recommend and status connotation, the leader is BPL, while Whirlpool leads on product differentiation. Clearly, LGs brand building efforts have had exemplary success. What the company needs to do is to capitalize on it.

SUGGESTIONS
LG should try to counter by providing lower rates to certain users or

high end users . LG must try to come out with some specific plans and offers so that people get motivated and buy the product because of that specific offer. Emphasis on more effective Public Relation exercise should be given by sponsoring various events to expand its reach. In the interest of subscribers LG should take serious steps regarding the Customer satisfaction pre and post sale in consent with the regulatory bodies. LG should incorporate further innovations to outsmart the most potential competitors like Samsung, Whirlpool and Voltas.

CONCLUSION
The result of success in todays highly charged competitive market

depends not only in product innovation and level of productivity but also in hands of efficient service network with technological advancements and more adaptability towards information edge.
It has been seen that companies are trying to lower the cost of

production and trying to give more emphasis in creating value added customer base and customer service.
It has led to extreme innovation and cost reduction to the marketer.

THANKYOU