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We wish to express our sincere thanks to
AND RESEARCH for giving us the opportunity to work on the
marketing plan of a company. This has given us the insight of
how the various theoretical concepts are applied in an
organization. I got the opportunity to do a challenging project in
LG ELECTRONIC (INDIA) The project is the important part of our
study and gives us a real practical exposure to the corporate
I also thank to Dr. Sachin S. Vernekar, Director, BHARATI
RESEARCH for giving me chance to get such an experience and
giving me chance to get an industrial experience.

1) Executive Summary
2) Preface
3) Introduction
4) Classification of Consumer Durables
5) Scope
6) Opportunity & Threats
7) History of Company
8) Global Operations
9) Business Areas & Main Products
10)Slogan & Symbol
12)Strategic Alliance
13)Internal Culture of L.G.
15)Product Leadership
16)Code of Conduct
17)L.G. India
18)R&D Potential
19)Major Key Success Factors
20)Marketing and Distribution
21)Customer Service

22)Objective of the Project
23)Research Methodology
25)Recommendations & Suggestions
26)Customer Survey Findings
28)Sources of Data Collected

Executive Summary
Indian Consumer durables market used to be dominated by few domestic players
like godrej Voltas allwyn and kalvinater. 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,

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

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

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

LG’s innovative ‘211 campaign’ to provide quality after-sales service, will also be
expanded from the existing 22 to 40 cities.

The campaign, for which IT infrastructure has been set up, includes the
company’s response to customer complaint within two hours. The fixing time for
complaints varies from one hour to a maximum of 24 hours.


This project gives me great exposure to the consumer durable market because it
includes product knowledge and the filed job in which I have visited the stores of
Delhi. This project helps me to know the market practically. My job was during
this project to see the market share and also the display share of the LG product in
the store. LG always insist the 50% display share of LG product because LG
believes that “JO DIKHTA HAI WO BIKTA HAI”.

Before the liberalization of the Indian economy, only a few companies like
Kelvinator, Godrej, Allwyn, and Voltas were the major players in the consumer
durables market, accounting for no less than 90% of the market. Then, after the
liberalization, foreign players like LG, Sony, Samsung, Whirlpool, Daewoo,
and Aiwa came into the picture. Today, these players control the major share of
the consumer durables market.

Consumer durables market is expected to grow at 10-15% in 2009-2010. It is

growing very fast because of rise in living standards, easy access to consumer
finance, and wide range of choice, as many foreign players are entering in the

With the increase in income levels, easy availability of finance, increase in

consumer awareness, and introduction of new models, the demand for consumer
durables has increased significantly. Products like washing machines, air
conditioners, microwave ovens, color televisions (CTVs) are no longer considered
luxury items. However, there are still very few players in categories like vacuum
cleaners, and dishwashers

Consumer durables sector is characterized by the emergence of MNCs, exchange

offers, discounts, and intense competition. The market share of MNCs in
consumer durables sector is 65%. MNC's major target is the growing middle class
of India. MNCs offer superior technology to the Consumers whereas the Indian
companies compete on the basis of firm grasp of the local market, their well-
acknowledged brands, and hold over wide distribution network. However, the
penetration level of the consumer durables is still low in India

Classification of consumer durables sector
1. Consumer electronic include vcd/dvd, home theatre, music player, color
television (CTVs), cameras, camcorders, portable audio, Hi-Fi, etc

2. White goods include dishwashers, air conditioners, heaters, washing machines,

refrigerators, vacuum cleaners, kitchen appliances, non-kitchen appliances,
microwaves, built-in appliances, Tumble dryer, personal care product etc.

3. Moulded luggage include plastics

4. Clocks and watches

5. Mobile phones

1. In term of purchasing power parity (ppp), India is the 4th largest economy
in the world and overtake Japan in the near future become the 3rd largest.
2. Indian consumer durable market is expected to reach $400 billion by on
3. India has the youngest population amongst the major countries. There are
lot of people in the different income categories nearly the two third
population is below the age of 35 and nearly 50% is below 25.
4. There are 56 million people in middle class, who are earning us$4,400-
US$21,800 a year. And there are 6 million rich household in India.
5. The upper-middle and high-income household in urban areas grew to 38.2
million in 2007 as against 14.6 million in 2000.

1. In India the penetration level of white goods is lower as compared to other
developing countries.

2. Unexploited rural market.

3. Rapid urbanization.

4. Increase in income level, i.e.increase in purchasing power of consumers.

5. Easy availability of finance.

Higher import duties on row materials.
Cheap imports from Singapore, China and from other Asian countries.

Brands in consumer electronic sector
LG )



TODAY Consumer durables sector is characterized by the emergence of MNCs,

exchange offers, discounts, and intense competition. The market share of MNCs
in consumer durables sector is 65%. MNC's major target is the growing middle
class of India. MNCs offer superior technology to the

LG, SAMSUNG the two Korean companies has been maintaining the lead in the
industries with LG being leader in almost all the categories.

The company, having a turnover of Rs 9,500 crore and market share of 26 per
cent, is investing Rs 360 crore on brand-building and other marketing initiatives

and around Rs 140 crore on research and development, besides launching new
platforms in information technology and related areas,

LG Electronics is one of the leading companies in the field of electronics with a

global presence in many countries. Before briefing, I have divided the
introduction part into three main sub parts.

1. LG Global
2. LG India
3. LG Pune

History of company
The company was originally established in 1958 as Gold Star, producing radios,
TVs, refrigerators, washing machines, and air conditioners.

The LG Group was a merger of two Korean companies, Lucky and Gold Star,
from which the abbreviation of LG was derived. The current "Life's good" slogan
is a backronym. Before the corporate Name change to LG, household products
were sold under the Brand name of Lucky, while electronic products were sold
under the brand name of Gold Star. The Gold Star brand is still perceived as a
discount brand.

In 1995, Gold Star was renamed LG Electronics, and acquired Zenith Electronics
of the United States.

Global Operation
LG Electronics is playing an active role in the world market with its assertive
global business policy. As a result, LG Electronics controls 110 local subsidiaries
in the world with around 82,000 executive and employees.

LG Group
1. LG Philips LCD
2. LG Chemical
3. LG Telecom
4. LG Powercom
5. LG Twins
6. LG Dacom

Business areas and main products

Mobile communications

(a) CDMA Handsets,

(b) GSM Handsets,
(c) 3G Handsets,
(d) Cellular Phones

Digital appliance

M icrowa
v e

W ashing

c) Vacuum Cleaners,

d) Home Net,
e) Compressors for Air Conditioners and Refrigerators

Digital display

a) Plasma TVs,

b) LCD TVs,

c) Micro Display Panel TVs,

d) Monitors,
e) PDP Modules,
f) OLED Panels,
g) USB Memory,
h) Flat Panel Computer Monitors

Digital media

a) Home Theater Systems,

b) DVD Recorders,

c) Super Multi DVD Rewriters,

d) CD±RW,

e) Notebook PCs,
f) DesktopPCs

g) PDAs,
h) PDA Phones,
i) MP3 Players,

j) New Karaoke Systems,

k) Car Infotainment


"Life's Good" represents LG's determination to provide delightfully smart
products that will make your life good.

The LG Electronics Life's Good signature consists of the LG logo, seal,

and the slogan, "Life's Good" set in Charlotte sans typeface curved
around the LG symbol. The curving of the slogan reinforces LG's
personality and uniqueness. The consistent usage of this signature
clearly establishes the unique identity of the company and unifies every
division and product from LG Electronics across the globe.

The symbol of LG is the face of future. The letter “L” and “G” in a circle
symbolizes world, future, youth, humanity & technology. LG philosophy is based
on humanity. It also represents LG’s efforts to keep close relationship with our
customers around the world.

The symbol consists of two elements.

1. The logo in LG gray

2. The stylized image of human face in the unique LG red color.
Red color represents our friendliness and gives a strong impression of LG’s
commitment to deliver the best.

The circle symbolizes The Globe. The stylized image of a smiling face in the
symbol conveys “Friendliness and Approachability”. The one eye on the
symbol represents “Goal-oriented, Focused & Confident”.

The slogan of LG is “Life’s Good”. It expresses “Brand’s Value, Promises,

Benefits, Personality.

LG Electronics chooses to promote harmony and build constructively on a labor-
management relationship rather than an employee-employer relationship. This
illustrates that management and workers are not in a vertical relationship, but in a
horizontal one.

This culture is necessary for LG Electronics as it strives to become one of the

world's top companies. Such a relationship is transformed into a value-creation
relationship whereby both parties endeavor to address mutual problems and create
new values together.

LG Electronics is making technical advances and identifying business
opportunities through various associative relationships with some of the
world's leading companies.

LG Electronics is striving to become number one in the world by mingling in

various business and technological fields and making strategic alliances with

world famous companies. "Strategic association between corporations," in which
companies with different infrastructures cooperate in the fast-developing 21st
century business field, is of key significance in terms of strengthening the existing
industry and creating a new one.

LG Electronics will do its best to create new products and services with an open
mind, while developing new technologies and business fields through various
associations with some of the world's most successful companies.

1. 3M
2. SUN
7. HP
9. GE

And the number follows many more…………………………..

In Feb. 2007 LG Electronics and Yahoo formed a strategic alliance. Yahoo mobile
services will be available from LG mobile. This service is targeting 10 million LG
mobile phones in over 70 countries.

In Mar. 2007 LG Electronics and Google formed a strategic alliance.

Both companies will work together to release, market, and offer LG mobile
phones with Google services (search engine, map, email, and blogs.)


The brand of LG is delightfully smart. LG strives to enhance the customer’s life

and lifestyle with intelligent features, institutive functionality and exceptional

The brand platform:-

The LG brand is composed of four basic elements –

1. Value
2. Promise
3. Benefits
4. Personality

The Brands core Value that never changes.

a. Trust,

b. Innovation,

c. People

d. Passion

The benefits that are consistently delivered to the customer includes

Reliable products

Simple design

Ease of use

Extraordinary Experience

Personality describes the human characteristic that are expressed to the customer

Trustworthy, Considerate

Practical, Friendly

The Internal Culture of LG:

LG practices four cultures

1. Learning Culture
2. Boundary less Environment
3. A Carrier
4. Growth

According to LG, the Learning Culture continuously helps the employee to
learn more and more to develop the habit of continuous learning.

Boundary less Environment means that there is no difference between the levels
of employees. There is transparency between the work and mutual understanding
between all the employees.

A carrier is highly growing in LG and one who is the employee can develop their
carrier largely. A new comer will feel fully comfortable in the company and for a
new comer the company is very helpful in the overall growth of personality.

Growth in LG is very high for those who are in the company and for those who
want to join in LG. The company is growing with fast innovation and the BLUE
Ocean strategy is one of the examples of growth.

The mission of LG is to provide the customers with utmost satisfaction through
leadership. The fundamental policy of development is to secure product
leadership that the Customers may have the utmost satisfaction.

Product Leadership

We are focusing on six development areas to become the product leader.

1. New Machine
2. Reliability
3. Conventional Installation
4. Environment Friendly Product
5. Low Noise & Vibration
6. Energy Saving

Code of conduct of LG:
1. Responsibility and obligations to customers :
• Respect for Customers
• Creating Value
• Providing Value

2 Fair competition
• Pursuit of Free Competition
• Compliance with Laws and Regulations

3 Fair Transaction :
• Equal Opportunity
• Fair Transaction Procedure
• Support and Aid for Business Partners

4 Basic Ethics for Employees

• Basic Ethics
• Completion of Duty
• Self Development
• Fairness in Performance
• Avoidance of conflict with company interest

5 Corporate Responsibilities to employees

• Respect for human dignity
• Fair Treatment
• Promoting Creativity

6 Responsibilities to society and country

• Rational Business Development
• Protection of stock holder interest
• Contribution to social development
• Environmental Conservation

LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics,
South Korea was established in January 1997 after clearance from the Foreign
Investment Promotion Board (FIPB). LG set up a state-of-the art manufacturing
facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500

LG corporate office is located at Plot no.51, Udyog Vihar, Kasna Road, Greater
Noida, India.

This facility manufactured Color Televisions, Washing Machines, Air-

Conditioners and Microwave Ovens.

Company is setting up a chain of exclusive premium showrooms. LG plans to

launch 60 premium Brand Shoppes by the end of the first quarter of this year. At
present, LG has a total of 83 LG stores across the country, of which 45 are shops
and 38 are exclusive stores. Brand shoppes will be placed in the premium segment
and the target audience will comprise buyers interested in premium and high end

LG Brand Shoppe goes beyond the concept of a normal exclusive store by having
a more interactive environment and additional lifestyle orientation on display so
that the customer can actually experience the LG products in his or her own home

LG Electronics India Ltd (LGEIL), consumer durables leader with 27% market
share, is planning a brand new image. To attract inspirational and young
consumers across India, company will roll out a new marketing strategy. The
exercise will cost the company Rs 360 crore.

LG Electronics India is the fastest growing company in the consumer electronics,
home appliances, and computer peripherals industry today.

LG Electronics is continually providing, superior technology products & value for

money to more than 50 lakh households in India. LGEIL is celebrating the 11th
anniversary this year.

LG Soft India the innovation wing of LG Electronics in Bangalore is LG

Electronics' largest R&D centre outside Korea. We at LGSI focus on niche
Technology areas such as mobile application development, digital video broadcast
and biometrics software and support LG Electronics with our expertise. Motivated
by a passion for technology, a strong work culture and loyalty to the organization,
we are determined to see LG become one of the top three brands globally.

Prominent consumer electronic company, LG Electronics Inc. has said that it

expects the sale of its products in India to up by 15 per cent in 2010. Moon Bum
Shin, managing director of LG Electronics India has said that the company has
earmarked 4.8 billion rupees for investment purpose in India this year. The said
money will be used to market as well as manufacture new products.
In order to achieve its target, Shin said LG Electronics will concentrate on
catering to the high-end consumer market which will help boost sales this year.
India churns out six (6) per cent of LG Electronics global revenues of $42 billion.
The Indian branch of LG exports to 40 countries.

India challenges
The challenges faced by LG when entered in Indian market

1. Low brand awareness about LG in India.

2. One of the last MNCs entered in India (Samsung, Panasonic entered in
1995 in India).
3. High import duty
4. Competition from local market players and other MNCs in consumer
durable segment.
5. Price sensitiveness of the Indian consumer

LGEI over comes these challenges to emerge as

Innovative marketing strategy
1. Launch new technologies in consumer electronic and home appliances.
2. LG was the first brand to enter in cricket in big way a way, by sponsoring
the 1999 world cup followed it up in 2003 as well.
3. LG brought in four captains of the Indian cricket team to endorse its
products. LG invested more then US$ 8 million on advertising and
marketing in this sport.
4. LG has differentiated its product using technology and health benefits. CTV
has “Golden eye technology” Air conditioner has “Health air system”
and microwave ovens have the “Health wave system”.

Local and efficient manufacturing to reduce the cost

To overcome high import duties LG manufactures TV refrigerator in India at
manufacturing facility at Noida and Pune. LGEI had already commissioned
contract manufacturing at Mohali Kolkata and Bhopal for CTVs. This has helped
LGEI to reduce cost.

LGEI implementing the “Digital manufacturing system” (DMS) as the cost
cutting innovation this system is follow-up to the six sigma exercise LGEI had
initiate earlier.

R&D potential
LG has the research and development facilities in Bangalore and Pune. Both the
unit carry out R&D department for the domestic as well as the parent company it
also dose customize R&D for the specific countries to which it export product.

Regional channel and wide distribution network

1. LG has adopted the regional distribution channel in India. All the
distributers work directly with the company. This has resulted in quicker
rotation of the stock and better penetration into B, C, D, class market.
2. LG also follows the stock rotation policy rather then dumping stock on
channel partners.

Product localization:-
1. Product localization is the key strategy used by the LG
2. LG came out with Hindi and regional language menus on its TVs.
3. Introduced the low-priced “Cineplus” and “sampooma” for the rural
4. LG was the first brand to introduce gaming in TVs in continuations of its
association with cricket LG introduce cricket game in CTVs


1. Innovative marketing - LG was the first brand to enter cricket in a big way,
by sponsoring the 1999 World Cup and followed it up in 2003 as well.

2. Local and efficient manufacturing to reduce cost - To overcome high import

duties, LG manufactures PC monitors and refrigerators in India at its
manufacturing facility at Noida, Delhi.

3. Commissioned contract manufacturing at Mohali, Kolkata and Bhopal for


4. Product localization - Product localization is a key strategy used by LG. It

came out with Hindi and regional language menus on its TV.

5. Regional distribution model - This has resulted in quicker rotation of stocks

and better penetration into the B, C and D class markets.

6. Leveraging India’s IT advantage - LG Electronics has awarded a contract to

develop IT solutions to LG Soft India (LGSI). The project involves
development and support for ERP, SCM, CRM and IT-enabled services for

Strategies adopted by the organization

LG follows 10 commandments which are as follows.

1. Foster working environment-5S Environment

2. Fast execution is key to success

3. Transparent and fast communication-open communication

4. Update market -knowledge –Demographics

5. Win –Win relationship with the trade partners

6. Customer is the king

7. Even Billing –Road to ach supplier A

8. Be in touch with the market (70% Market, 30% Office).

9. Plan and Execute annual marketing Calendar-Time to market

10.Display share of 50% -to get 50% consumer share.

LG Pune is the branch office of LGEIL. It is located in J.M Road.

In 2004 LGEIL opened second factory which is located in Ranjangaon. This plant
manufactures all product including DVD writers and GSM mobiles. Thus it
became first company to manufacture DVD writer in India. The ODP plant aims
to reach a manpower base of 1500 people and an investment of Rs 300 crore till

LG India will become the export hub for LG Worldwide, catering to the Middle
East and African markets. The company aims to touch an export turnover of $3
billion by 2010 from India, which will contribute to 30 per cent of the Indian
arm's turnover.

Pune, India, October 6, 2004 -- LG announced 3 growth strategies aimed at the

1.1 billion people of India making the Indian market the second largest global

Production base following China. Under this strategy LGE has projected 2007
revenues in India will exceed US$10 billion, 10 times that of 2004.

The three strategies for the Indian market that the global electronics giant
disclosed. included: penetrates the south-western market of India through the
new Pune plant near Mumbai, the second largest city in India, in addition to the

existing northern plant; installs a new GSM handset production line in the new
Pune plant and uses it as its second-largest global GSM handset production line
after the Qingdao plant in China; and expands the current 750 R&D staff in India
to 1,500 by 20010, striving to develop premium products and export 30% of
India-manufactured products to Asia, Middle East and Africa markets by 2010.

LG Electronics’ second new plant in Pune, India covers a total area of 211,200
square meters and is currently equipped with a production line to manufacture
600,000 TVs and one million refrigerators a year. The company is set to add
production lines of air conditioners, washing machines, monitors, and electronic
ovens, by 2010.

Also, LG Electronics is poised to install a GSM handset production line in the

new Pune plant by early next year. The Pune GSM handset line envisages a
capacity of manufacturing 2 million handsets annually, and the company expands
it to become a global GSM handset production base with a capacity of an annual
10 million units by 2010.

In connection with its three growth strategies for the Indian market, LG
Electronics will invest a total of US$150 million in establishing facilities and
boosting R&D efforts in India by 2010. Specifically, it will invest US$53 million
in the Pune second plant, another US$43 million in establishing the GSM line,
and US$54 million in securing R&D manpower and boosting other efforts.
Through these strategies, LG Electronics aims to penetrate the global market by
using China and India as its core production bases, while operating its plants in
Changwon and Gumi, Korea, as its main production bases. This way, the
company is pushing to penetrate the global home appliance market.

The present capacity of the facility is of 1 lakh unit per year and it shall cater to
the need of the domestic markets. LG plans to upscale its operations to a figure of
2.5 lakh units a year in the near future. The Pune plant in addition to its current

manufacturing facility at Greater Noida will enable the company to enhance its
consumer reach and reiterate it’s commitment towards providing superior
technology products to the India consumer.

The key strategies being implemented include increasing the number of its
regional offices from six to eight. LG has split its southern regional office into
two, one comprising the states of Tamil Nadu and Kerala and the other consisting
of Andhra Pradesh and Karnataka. In addition, it has split one of its northern
regional offices by making Uttar Pradesh a separate region after spinning it out
from Delhi NCR. The other four regional offices take care of East, Gujarat and
Madhya Pradesh, Maharashtra & Goa and Punjab, Haryana & Rajasthan

In the coming year, LG is also repositioning its marketing spends, resulting in a

significant increase in its mass media expenditure for better brand visibility. LG
had a marketing budget of Rs 320 crore in 2007 with a 60:40 split in favor of
below-the-line activities. Next year, the company plans to increase the share of
mass media even as overall marketing spends would be raised by just about 10-

Distribution and Marketing

The company has number of dealers and warehouses. They have LG exclusive
shopee. For the marketing of the products a number of activities are followed

1. Exhibitions are conducted from time to time.

2. Society and college activities are conducted.
3. Hoarding, Posters, banners are used so as to grab the attention of the

4. Day to day advertisement in leading newspaper.
5. Discount at festival time.
6. For dealer relationship they arrange dealer meeting at several time in the
7. LG divide dealer in gold silver bronze etc. category to know the
performance of the dealers.
8. They have their sales persons at various sub dealer store and at mordent
trade store for particularly for the promotion of the LG product.
9. LG also uses the radio FM for the promotion activities.
10.Also provide capon and scratch card for festive season.

5R’s of Logistic

Followed by LG:

1. Right Time
2. Right Place
3. Right Condition
4. Right Cost
5. Right Handling

LG Distribution
The LG Factory is located at NOIDA & PUNE. There are three types of

1. Mother Warehouse

2. Branch Warehouse

3. Spare part warehouse

The mother warehouse is that where the products from the factory are kept and
from that warehouse, the products are sent to the branch warehouse.

A warehouse is a commercial building for storage of goods. Warehouses are used

by manufacturers, importers, exporters, wholesalers, transport businesses,
customs, etc. They are usually large plain buildings in industrial areas of cities
and towns. They come equipped with loading docks to load and unload trucks; or
sometimes are loaded directly from railways, airports, or seaports. They also often
have cranes and forklifts for moving goods, which are usually placed on ISO
standard pallets loaded into pallet racks.

5 S of Warehouse, which the LG strictly follow.

1. Sweeping

2. Sorting

3. Systematic Arrangement

4. Simplification

5. Self- discipline

In warehouse, the products are pinup with 3-color paper to get the knowledge
about the delivery.

1. Red Card – To stop the product going into market,

2. Green card – To allow the product for delivery in market,

3. Yellow Card – After the product labeled with green, allow this to move in
Distribution Time:-

• Local delivery – 4 hrs.

• Upcountry delivery - 12 hrs.
• Within 200 km. – 24 hrs.
• Beyond 200 km. – 48 hrs.
The above distribution time is the time of delivery of products from warehouse to
the market place, which the logistic department follows to fulfill the demand in
the market at right time. In LG, we have the following process, which is followed
in logistic through ERP.

• Order Processing
• Invoicing
• Indenting
• Report
Order Processing booking for dealers /distributors

Invoicing after billing process/bill generation

Indenting requirement (Pdt Unit to branch unit)

Report distributed to all

In warehouse, there are two mode of dispersion of product from one place to
another within. a) Hydraulic b) Manual
In addition, there are 35 fire extinguishers to prevent the accidental hazard within
the warehouse due to fire. These fire extinguishers are valid up to year 2011. One
has to follow the rule of “NO Smoking” within the warehouse



The best and the biggest international brands are here in India –but the irony if it
all: where is the after-sales-service? So integral to a brand, so critical for its
success and so taken for granted in developed markets! In India, after sales
service is, for want of a better description, the pits. So what’s stopping the best
companies from pulling out all the stops when it comes to providing the best
service? Do customers expect for too much? Or is it that in India they don’t really
care. Brand Equity fanned out to MNC as well as Indian consumer durable
companies, stockiest and dealers, analysts and market researchers to get a feel of
what’s really keeping after sales from being used as a cutting edge marketing tool
in pushing products across categories.

Customers support following the purchase of a product or service. In some cases,

after-sales service can be almost as important as the initial purchase. The
manufacturer, retailer, or service provider determines what is included in any
warranty (or guarantee) package. This will include the duration of the warranty
traditionally one year from the date of purchase, but increasingly two or more
year’s maintenance and/or replacement policy, items included/excluded, labor
costs, and speed of response. In the case of a service provider, after-sales service
might include additional training or helpdesk availability. Of equal importance is
the customer's perception of the degree of willingness with which a supplier deals
with a question or complaint, speed of response, and action taken.

LG also had a big problem of after sale service in India. During my project I
also came to know that after sale service becomes the big issue in Pune region.
Customers as well as dealer were facing the problem of after sale service. Because
of this problem many dealer in Pune region were not ready to sale LG product. So
it becomes the big issue.

But LG has taken some solid steps towards improving customer’s perception and
experience of after sales service. Because it very important in competitive market
to provide the best service.

LG Electronics has signed a memorandum of understanding with 23 Industrial

Training Institutes to strengthen its after sales service in India.

The company aims to recruit 10,000 people by the end of this year as a part of its
branding strategy to focus on service and move away from discounting.

LG Electronics has identified eight states with high after sales service call rates to
ink the deals with the ITI. Y V Verma, director HR and management system,

LG Electronics said, "The Company was trying to find a solution for effective
after sales service since last two years. There is a huge need of trained manpower
for the after sales service to align with the company's expansion and focus on the
GSM mobiles and the personal computer segments."

In the initial phase the company has entered into agreements with ITIs in the
states like Maharashtra, Gujarat, Delhi, Punjab, Assam, and Karnataka and
is in the last leg of signing with Uttar Pradesh.

1. LG Electronics, with 1200 service centers, has already recruited 300 students
and plans to beef up the number to 10,000 by the year-end.

2. "The company has offered a scholarship to the selected students for the last
six months of their training programme,"

3. The company will invest Rs 8 crore (Rs 80 million) in employee

development programme this year with an aim to attain a 8 per cent attrition

4. The company moved away from the discounting strategy since last year and
is putting thrust on the quality and service in its brand communication to
position LG as a premium consumer electronics brand.

5. At the top, the Service Division in Korea reports to the Global CMO. (As
mentioned in Dermot’s public interview in ET on Wednesday). This shows
commitment that Service must be made into a marketing differentiator, and
leveraged thus.

6. LG has the widest service network across the country; some estimates put it
at a significant multiple of service-infrastructure from our nearest

7. Competitor. While the sale size may also be a nice multiple from nearest, it
shows the company is ready to put our money where our mouth is.

8. The company has introduced a 211 service - once you register your
complaint, we will call you back in 2 hours (hence 2), set up an appointment
for the next convenient day for you (hence the first 1), and show up in the
promised 1-hour slot (hence the second 1). If the next convenient day for you
is the next day, that’s great too. It’s a disruptive action in an industry
(including LG) having traditionally shied away from its service
responsibilities, and thus not leveraging any mileage from it.

9. The company is promoting 211 through ATL, probably the first time after-
sales service is being communicated in this fashion by any product company.
You may have seen the TV commercial or heard the radio advert or seen the
newspaper ad or in-shop posters, both of which revolve around prompt

10. The first LG-owned service centre opened in Gurgaon. (Service in India
generally works through authorized service centers, in LG’s case they work

exclusively for LG.) A company-owned service centre tries that much harder,
knows things better, and can even contribute as a revenue center.

Objective of the project

Primary objective

 The main objective of filed survey during the project was to find out the
market share of the LG and also calculate the display share.

 Find out the positional dealer who can sale the LG product in large volume.

 The main objective of research was to identify potential dealer and

development these dealer. So LG can make them their direct dealer.

 Find out the problem faced by the dealer in sales and the distribution.

Secondary objective

 While purchasing the consumer durables which parameter is most

important for the consumer?

 Do the consumers prefer the financial facility for buying consumer durable?

 How frequently consumers change the consumer durable?

 To enhances the knowledge of consumer durable market.

 To increases the knowledge consumer durable product of LG.

 To enhances the knowledge about the marketing and branding activity.

Research Methodology:
Research methodology is considered as the nerve of the project. Without a proper
well-organized research plan, it is impossible to complete the project and reach to
any conclusion. The project was based on the survey plan. The main objective of
survey was to collect appropriate data, which work as a base for drawing
conclusion and getting result.

Therefore, research methodology is the way to systematically solve the research

problem. Research methodology not only talks of the methods but also logic
behind the methods used in the context of a research study and it explains why a
particular method has been used in the preference of the other methods

Research design:

Research design is important primarily because of the increased complexity in the

market as well as marketing approaches available to the researchers. In fact, it is
the key to the evolution of successful marketing strategies and programmers. It is
an important tool to study buyer’s behavior, consumption pattern, brand loyalty,
and focus market changes. A research design specifies the methods and
procedures for conducting a particular study. According to Kerlinger, “Research
Design is a plan, conceptual structure, and strategy of investigation conceived as
to obtain answers to research questions and to control variance.

Types of research is:

• Descriptive Research
The type of research adopted for study is descriptive. Descriptive studies are
undertaken in many circumstances when the researches is interested to know the
characteristic of certain group such as age, sex, education level, occupation or
income. A descriptive study may be necessary in cases when a researcher is
interested in knowing the proportion of people in a given population who have in

particular manner, making projections of a certain thing, or determining the
relationship between two or more variables. The objective of such study is to
answer the “who, what, when, where and how” of the subject under investigation.
There is a general feeling that descriptive studies are factual and very simple. This
is not necessarily true. Descriptive study can be complex, demanding a high
degree of scientific skill on part of the researcher.

Descriptive studies are well structured. An exploratory study needs to be flexible

in its approach, but a descriptive study in contrast tends to be rigid and its
approach cannot be changed every now and then. It is therefore necessary, the
researcher give sufficient thought to framing research.

Questions and deciding the types of data to be collected and the procedure to be
used in this purpose. Descriptive studies can be divided into two broad categories:
Cross Sectional and Longitudinal Sectional. A cross sectional study is concerned
with a sample of elements from a given population. Thus, it may deal with
household, dealers, retail stores, or other entities. Data on a number of
characteristics from sample elements are collected and analyzed. Cross sectional
studies are of two types: Field study and Survey. Although the distinction between
them is not clear- cut, there are some practical differences, which need different
techniques and skills. Field studies are ex-post-factor scientific inquiries that aim
at finding the relations and interrelations among variables in a real setting. Such
studies are done in live situations like communities, schools, factories, and

Another type of cross sectional study is survey result, which has been taken by
me. A major strength of survey research is its wide scope. Detail information can
be obtained from a sample of large population .Besides; it is economical as more
information can be collected per unit of cost. In addition, it is obvious that a
sample survey needs less time than a census inquiry. Descriptive research includes
survey and fact finding enquiries of different kinds of the major purpose.
Descriptive research is description of the state of affairs, as it exists at present.
The main characteristic of this method is that the researcher has no control over
the variables; he can only report what has happened or what is happening. The
methods of research utilized in descriptive research are survey methods of all
kinds including comparative and co relational methods. The reason for using such
needs to be flexile in its approach, but a descriptive study in contrast tends to be
rigid and its approach cannot be changed ever now and then.


The objective was to find out the market share of LG products, advantages, and
disadvantages of LG products from dealers and to find out what problems they are
facing with the LG products so that problems can be resolved to increase the sale.


Data collection methods:

After the research problem, we have to identify and select which type of data is to
research. At this stage; we have to organize a field survey to collect the data. One
of the important tools for conducting market research is the availability of
necessary and useful data.

Primary data: For primary data collection, we have to plan the following four
important aspects.

 Sampling
 Research Instrument
 Secondary Data - The Company’s profile, journals and various literature
studies are important sources of secondary data.
 Data analysis and interpretation
1. Questionnaires
2. Pie chart and Bar chart


This is the most popular tool for the data collection. A questionnaire contains
question that the researcher wishes to ask his respondents which is always guided
by the objective of the survey.

Pie chart:

This is very useful diagram to represent data, which are divided into a number of
categories. This diagram consists of a circle of divided into a number of sectors,
which are proportional to the values they represent. The total value is represented
by the full create. The diagram bar chart can make comparison among the various
components or between a part and a whole of data.

Bar chart:

This is another way of representing data graphically. As the name implies, it

consist of a number of whispered bar, which originate from a common base line
and are equal widths. The lengths of the bards are proportional to the value they

Preparation of report:

The report was based on the analysis and presented with the findings and
suggestions. The sample of the questionnaires is attached with the report itself.

Sampling Methodology:

Details of the sampling methodology, I have made questionnaire. The one is made
for the Customer.

No. of questions in questionnaires for customer: 07

No. of question related to LG product: 03

No. of people met during the research: 50

No. of respondents during the research: 20

Sample unit

Professionals, Business man,

Employees, House wife,

Working women, Students

Q1. Have you ever purchased any consumer durable of L.G.?

 Yes
 No


Q.2While purchasing consumer durable which parameter influences you?

 Price
 Product feature Price
15% 25%
 Brand 10% Product Feature
 Service Service
 Durability Durability

Q3. From where you prefer buying consumer durables

 Exhibitions
 Co. Stores 15%

 Showroom Showroom
Co. Stores
25% 60% Exhibition

Q.4.You prefer to buy from the same as you have mentioned in Q.3 because of
following reasons

 Attractive Price
 Service
 Demonstrations 30% Attractive Price
 Offers 55% Demonstration

Q.5.Which consumer durable of L.G. you have?


10% 5% 10%
 REFRIDGERATOR 10% Refridgerators


 MICROWAVE MicroWaves

 A/C A/C

Q.6. How frequently you change your consumer durables?

 1-3 years
1-3 years
 3-5 years 5% 15%
3-5 years

 5-10 years 45% 5-10 years

More than 10
 More than 10 years years

Q.7.Do you prefer any financing scheme to purchase consumer durables?

 Yes

 No

Can't Say


1. LG should improve it’s after sale service because its hits badly LGs market

2. More detailed customaries service is to be provided.

3. The training to in shop demonstration should be given at frequent time
interval and feed back should be considered positively.
4. The company should look into the matter of person hiring for in shop
demonstration. A big LG showroom should have at least 2 such kind of
5. LG should try new dealer who have the potential. So they can target more
6. As there is a bottle neck competition between Samsung and LG, it is
necessary to take measure steps to overcome the area of downfall in LG
with respect to Samsung.
7. The marketing managers should make better relations with dealers and
reputation of the company.
8. Customer considers quality as their first preference, so the company should
give more stress on this.
9. The switching of customer from LG product to other brand is due to the bed
after sell service in shop.
10.The product is well aware and it is on top of mind of customer. So company
should always improve services and update their technology.

1. Secondary supports play an important role in the customers mind and create
awareness among the customers. The secondary support includes
Demonstration, Exhibition & Even Sponsors.

2. From the survey it was found out that the majority of customers don’t buy
consumer durables from exhibitions. They just visit the exhibitions to see
the co. latest model.

3. They want to buy from the showrooms or from co. showrooms. For them
service is important .Beside convenience and other factors service is key

4. Also majority of customers do not want any financing scheme for

purchasing the durables.

5. Customers are also now very choosy in buying the product and it is
important for the company to make loyal customer of their brand.

6. In survey we found that LG has captured maximum market share in every

category. LG dominates CTV, LCD, and Refrigerator, and Washing
machine, category.

7. LG and Samsung have bottle neck competition in TV and REF. category.

8. The product is well aware and it is on top of mind of customer.

9. Customers are also now very choosy in buying the product and it is
important for the company to make loyal customer of their brand.


1. Display share should be increased where there is less than 50% as LG also
believes that “JO DIKHTA HAI WO BIKTA HAI”.

2. Company should try to improve service. No doubt the company products

have technically edge over competitors but in long run it may hamper the
company’s profit.

3. Company should concentrate more on its major drivers LCD, IT, and GSM.
Branding and promotions should be done effectively as it creates a long
lasting image in the mind of customers.

4. Company should also cater to the needs of sub dealers as some of the sub
dealers have potential of high sales.

Every study has certain limitations. In my study, also there were certain
limitations, which I could not able to solve.

1. The research was conducted in a very small area.

2. My research work period witness the biggest ups and downs in product sale
of different brands, which affected the perception of the customer. This was
biggest drawback of my study.
3. Time factor was also important for me.
4. I had only found the upper-middle class family to fill up the questionnaire,
but generally, an average middle class family was required for the study.
5. The sample size is also very small which represent my research on
consumer behavior


 Business world
 Business today
 LG magazine
 Economics times News paper
 Times of India

Consumer survey Questionnaire

Q1. Have you ever purchased any LG consumer durable?

a) Yes
b) No

Q.2While purchasing consumer durable which parameter influences you?

a) Price
b) Product feature
c) Brand
d) Service
e) Durability

Q3. From where you prefer buying consumer durables

a) Exhibitions
b) Co. Stores
c) Showroom

Q.4.You prefer to buy from the same as you have mentioned in Q.3 because of
following reasons

a) Attractive Price
b) Service
c) Demonstrations
d) Offers
e) Convenience

Q.5.Which consumer durable of L.G. you have?

A. CTV -------------------

B. LCD -------------------

C. REFRIDGERATORS -------------------

D. WASHING MACHINE -------------------

E. MICROWAVES -------------------

F. A/C -------------------

Q.6. How frequently you change your consumer durables?

a) 1-3 years

b) 3-5 years

c) 5-10 years

d) More than 10 years

Q.7.Do you prefer any financing scheme to purchase consumer durables?

a) Yes

b) No