INTRODUCTION

The electronics industry, especially meaning consumer electronics emerged in the 20th century and
has become a global industry with billions of dollars. Today’s generation uses all manner of
electronic devices built in automated or semi-automated factories operated by the industry
ABOUT THE COMPANY-
LG is one of the Korean companies that has been maintaining the lead in the electronic industry
after post liberalization period in India. The company was originally established in 1958 as gold
star, producing radios, TVs, refrigerators, 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.
In 1995, Gold star was renamed LG electronics, and acquired Zenith electronics of the united
states.
Currently, LG electronics has 110 local subsidiaries in the world with around 82,000 executive
and employees.

OBJECTIVE OF THE STUDY

1. To understand why marketing mix is important for a company.
2. To understand about the vision of the company.
3. To understand company objectives.
4. To understand brand identity, brand platform and symbol.
5. To understand their product leadership qualities.
6. To know about their quality innovation.
7. To understand their marketing strategy.
8. To know their distribution channel.
9. To understand their pricing objectives.
10. To understand their promotional techniques.
11. To know their social and environmental responsibilities.
12. SWOT analysis.
HYPOTHESIS
The main aim of the research is to understand the marketing mix of the company. This research
will completely revolve around , that why is 4P’s of a company (namely; product , price, place ,
promotion) important for a company in marketing management .
QUESTIONS RAISED-
1. Is marketing management important for a company?
2. What is the impact of PESTEL on a company?
3. Which main objectives of a company under marketing mix will provide advantage to
a foreign company entering Indian market?

CHAPETERISATION
CHAPTER 1- INTRODUCTION
 ABOUT MARKETING MANAGEMENT
 ABOUT MARKETING MIX
CHAPTER 2- ABOUT THE COMPANY
CHAPTER 3- ABOUT THE PRODUCT OF COMPANY
CHAPTER 4- PRICING OBJECTIVES
CHAPTER 5-DISTRIBUTION CHANNEL OF THE COMPANY
CHAPTER 6- PROMOTIONAL TECHNIQUES
CHAPTER 7-DIFFERENCE IN COMPETITORS OBJECTIVES
CHAPTER 8-SOCIAL AND ENVIRONMENTAL FACTORS
 NAME- AAYUSH BHANDARI
SEM-2
SECTION-A
ROLL NO- 1
SUBJECT-MARKETING MANAGEMENT
AREA OF RESEARCH-MARKETING MIX