"Branding & Promotion": Project Report ON

PROJECT REPORT
ON
“BRANDING & PROMOTION”
SUBMITTED BY
ARUN . SINGH
(PGDM)
Department of Management & Social Research,
Tirpude College of Social Work
(BATCH 2010-2012)
Branding & Promotion

Page 1
Declaration
I, Mr. Arun Singh hereby declare that the project entitled

“Branding & Promotion” carried out at LG Pvt. Ltd. is a genuine
work of P.G.D.M. (Marketing) 2nd semester course.
To the best of my knowledge any part of this context has not been
submitted earlier for any Degree, Diploma or Certificate Examination.
Mr. Arun Singh

Page 2
ACKNOWLEDGEMENT
I owe my gratitude to LG Pvt. Ltd., Nagpur for providing me the opportunity to undergo 4
months summer training, especially Mr Ashish Mathur, Regional Manager for allowing me to
work on the project.
It is my foremost duty to express my deep sense of gratitude and respect to Branch Manager
Mr.Milind Lende for his valuable guidance as well as for mentoring me, taking active interest
throughout the project, sharing his insights on the topic and for being a constant source of
inspiration.
I would like to give sincere thanks to everyone in LG Pvt. Ltd., for their extreme help, self
guidance, cooperation and friendliness; they did it in one way or other for successful
completion of the project. I am greatly acknowledged by their kind help.
Arun Singh

Page 3
INDEX
SR.
TOPIC PAGE NO.
No.
1. Executive Summary 05
2. Objectives & Scope of the project 07
3. Company Profile 08
4. Introduction 13
5. Theoretical Background 18
6. Research Methodology 56
7. Data Analysis & Interpretation 65
8. Conclusions & Suggestions 74
9. Limitations of the Project 77
10. Bibliography 78
11. Annexure 79

Page 4
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,

Page 5
LG‟s 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
company‟s response to customer complaint within two hours. The fixing time
for complaints varies from one hour to a maximum of 24 hours.

Page 6
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.
 This will ease the dependence on the some big dealer like Maharashtra
and Mahaveer electronics.
 Find out the problem faced by the dealer in sales and the distribution.
Secondary objective
 The Objective was to find out that how far the exhibitions are helpful in
branding,
 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 enhances the knowledge about the marketing and branding activity.

Page 7
COMPANY PROFILE

Page 8
VISION
Global Top 3 by 2010
Global Top 3 Electronic/Telecommunication company
GROWTH STRATEGY
“Fast innovation, Fast growth”
CORE COMPETENCY
“Product leadership, Market leadership, People leadership”
CORPORATE CULTURE
No excuse, “we” not “I”, Fun workplace

Page 9
SLOGAN:
"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 E lectronics across the globe.

Page 10
THE SYMBOL:
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.

Page 11
THE PARTNERSHIP
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.
STRATEGIC ALLIANCE
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.

Page 12
INTRODUCTION

Page 13
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 2007-2008.

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 market
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.

Page 14
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
Scope:-
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
2010
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 are

expected to grew to 38.2 million in 2007 as against 14.6 million in 2000.

Page 15
Opportunity:-
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.
Threats:-
Higher import duties on row materials.

Cheap imports from Singapore, China and from other Asian countries.

Page 16
Brands in consumer electronics sector:
MNCs NATIONAL REGIONAL
LG )
SAMSUNG ) KOREA ONIDA BUSH
HYUNDAI ) VIDEOCON CROWN
BPL SALORA
TCL ) CHINA GODREJ T-SERIES
HAIER ) VOLTAS WESTON
IFB BELTAK
PHILIPS ) HOLLAND OSKAR
PANASONIC )
SHARP )
HITACHI )
SANSUI ) JAPAN
AKAI )
AIWA
WHIRLPOOL )
ELECTROLUX
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 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,

Page 17
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.
Page 18
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
a) Air Conditioners,
b) Refrigerators,
c) Microwave Ovens,
d) Washing Machines,
e) Vacuum Cleaners,
f) Home Net,
g) Compressors for Air Conditioners and Refrigerators

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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) Desktop PCs,
g) PDAs,
h) PDA Phones,
i) MP3 Players,
j) New Karaoke Systems,
k) Car Infotainment

Page 20
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
3. YAHOO
4. PHILLIPS
5. TOYOTA
6. MICROSOFT
7. HP
8. GOOGLE
9. GE
10.INTEL
11.NORTEL
12.HITACHI
13.PRADA
14.RENESAS
15.TOSHIBA
16.BESTBUY

Page 21
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.)
LG BRAND IDENTITY:-
The brand of LG is delightfully smart. LG strives to enhance the customer‟s life

and lifestyle with intelligent features, institutive functionality and exceptional
performance.
The brand platform:-
The LG brand is composed of four basic elements –
1. Value
2. Promise
3. Benefits
4. Personality

Page 22
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 through
Trustworthy, Considerate
Practical, Friendly

Page 23
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.

Page 24
Mission
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

Page 25
Quality Innovation:
The policy of quality assurance is to provide customers with utmost satisfaction
by supplying zero defects.
LG proceeds in a hierarchal manner. It is named as “LG WAY”.
From top to bottom:
No.1 LG – is the VISION

“Jeong-DO” Management is LG‟s unique application to ethics. LG will
succeed through fair management practices and constantly developing our
business skill.
A) Honest with our customer

b) Providing great values to customer through constant innovation & and
development.
c) Equal opportunities
d) Equal Treatment
Management Principle - Creating value for customer

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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

Page 27
LG INDIA:
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
Crs.
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
shoppes 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 products.
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 settings.
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 Cr.

Page 28
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 2008. 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.
LG Electronics, which is originally a South Korean Company with branch in
India, informed that its sales of GSM mobile phones, color televisions, air
conditioners and other household goods in the Indian market was to the tune of
95 billion rupees ($2.4 billion) in 2007. As per Shin's estimate, the sales in 2008
would be around 110 billion rupees.
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.
Page 29
Challenges in India
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. Compitition 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”.

Page 30
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.

Page 31
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
market.
4. LG was the first brand to introduce gaming in TVs in continuations of its
association with cricket LG introduce cricket game in CTVs
MAJOR KEY SUCCESS FACTORS

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

CTVs.
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

Page 32
development and support for ERP, SCM, CRM and IT-enabled
services for LG.
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.

Page 33
LG market share of consumer appliances and consumer
electronic:-
LG position of CTV in various states in India
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
10.0%
0.0% LG
KERALA
BIHAR
HARYANA
ORISSA
ASSAM AND NORTH EAST
DELHI
PUNJAB
KARNATAKA
JHARKHAND
WEST BENGAL
MAHARASHTRA
RAJASTHAN
TAMIL NADU
GUJARAT
MADHYA PRADESH
ANDHRA PRADESH
UTTAR PRADESH (EAST)

UTTAR PRADESH (WEST)
CHHATTISGARH
SAMSUNG
LG position of REF in various states in India
90.0%
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0% LG
10.0%
SAMSUNG
0.0%

Page 34
LG position of WM in various states in India
80.0%
70.0%
60.0%
50.0%
40.0%
30.0%
20.0% LG
10.0% SAMSUNG
0.0%
LG position of AC in various States in India
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
LG
10.0%
SAMSUNG
0.0%
VOLTAS
TAMIL NADU
ORISSA
BIHAR
PUNJAB
DELHI
HARYANA
JHARKHAND
KARNATAKA
WEST BENGAL
KERALA
GUJARAT
MAHARASHTRA
MADHYA PRADESH
RAJASTHAN
ANDHRA PRADESH

CHHATTISGARH
GODREJ

Page 35
LG position of Audio & Home Theater in various in India
100.0%
90.0%
80.0%
70.0%
60.0%
50.0%
40.0% PHILIPS
30.0%
LG
20.0%
10.0% SAMSUNG
0.0% VIDEOCON
LG position of DVD in various in India
70.0%
60.0%
50.0%
40.0%
30.0%
20.0%
LG
10.0%
0.0% PHILIPS
DELHI
KERALA
TAMIL NADU
GUJARAT
BIHAR
ORISSA
PUNJAB
HARYANA
KARNATAKA
JHARKHAND
WEST BENGAL
ANDHRA PRADESH
MADHYA PRADESH
CHHATTISGARH
MAHARASHTRA

RAJASTHAN
SAMSUNG
VIDEOCON

Page 36
LG position of MWO in various states in India
70.0%
60.0%
50.0%
40.0%
30.0%
20.0% LG
10.0%
SAMSUNG
0.0%
KENSTAR
ANDHRA PRADESH
BIHAR
ORISSA
CHHATTISGARH
PUNJAB
HARYANA
DELHI
JHARKHAND
KARNATAKA
WEST BENGAL
KERALA
MAHARASHTRA
TAMIL NADU
GUJARAT
MADHYA PRADESH
RAJASTHAN

GODREJ
This analysis is based on the ORG survey conducted by LG which represent

the LG position of different consumer durables in various states in India. I select
different brand in different category as per the market share and the demand of
product in market. This analysis represents the LG market position during the
period of March 2008. It shows that LG has captured maximum market share
almost in every category. LG and Samsung have the maximum market in
consumer durable market but LG dominate the almost all the category in
consumer durable.
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 2008. Moon Bum
Shin, managing director of LG Electronics India has said that the company has

Page 37
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.
LG Electronics, informed that its sales of GSM mobile phones, color

televisions, air conditioners and other household goods in the Indian market was
to the tune of 95 billion rupees ($2.4 billion) in 2007. As per Shin's estimate, the
sales in 2008 would be around 110 billion rupees.
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. Shin remarked that the
company was targeting an increase of exports to $300 million in 2008 from
$230 million in 2007.

Page 38
LG PUNE
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 Cr
till 2010.
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 -- LGE 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 2007, striving to develop premium products and export 30%
of India-manufactured products to Asia, Middle East and Africa markets by
2007.

Page 39
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 2005.
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 2007. 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.

Page 40
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 respectively.
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 Cr 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-
15%.

Page 41
LG Pune is the branch office of LGEIL. It is located in J.M Road.
The organization structure is –one branch manager, one chief accountant, and
area sales manager of CE, HA separate for GSM, Marketing manager for CE,
HA and separate for GSM. The Pune branch has warehouse at wagholi.
B.M
Account SR.BSI
ASI
M.G I.T.Z.M L.H.D A.M CAC A.M AC AM M.T AMGSM BSI GSM BSI GSM
AM
DPT

Page 42
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
costumers.
4. Day to day advertisement in leading newspaper.
5. Discount at festival time.
6. For dealer relationship they arrange dealer meting at several time in the
year
7. LG divide dealer in gold silver 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.

Page 43
The logistics (Supply Chain Management)
Visit to warehouse of LG Pune at Wagoli
Logistics is the art and science of managing and controlling the flow of goods,
energy, information, and other resources like products, services, and people,
from the source of production to the marketplace. It is difficult to accomplish
any marketing or manufacturing without logistical support. It involves the
integration of information, transportation, inventory, warehousing, material
handling, and packaging. The operating responsibility of logistics is the
geographical repositioning of raw materials, work in process, and finished
inventories where required at the lowest cost possible.
Logistics Management is that part of the supply chain, which plans,

implements and controls the efficient, effective forward and reverse flow and
storage of goods, services and related information between the point of origin
and the point of consumption in order to meet customers' requirements.
5R’s of Logistic followed by LG:
1. Right Time
2. Right Place
3. Right Condition
4. Right Cost
5. Right Handling

Page 44
LG Pune Distribution
LG Pune comes under the western Distribution Region. This region has
following
1. Pune
2. Kolapur
3. Sholapur
4 Satara
5 Sangli
The LG Factory is located at NOIDA & PUNE. There are three types of
Warehouse-
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.

Page 45
The Pune warehouse is located near Wagoli. It is 13670 sq. feet in area.
In warehouse 7 locations is set up for the products.
Loc 1, Loc 2, Loc 3, Loc 4, Loc 5, Loc6, Loc 7
Loc 1 – selling
Loc 2 - second sale
Loc 3 - insurance claim
Loc 4 - write off material
Loc 5 – destroy the item
Loc 6 - court case material
Loc 7 - for repair
5’s of warehouse, which the LG strictly follow.
1. Sweeping
2. Sorting
3. Systematic Arrangement
4. Simplification
5. Self- discipline

Page 46
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
market
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

Page 47
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
Logistics Ten Commandments – Golden Rules
1 - Warehouse 5S – to be strictly followed – FG – 2, 5 & 7 to be properly

maintained.
2 - 100% Bar-coding for all inward & outward transaction.
3 - Follow standard pick – ship process religiously.
4 – No inventory mismatch, shortage or excess – monthly 100% physical

stocktaking.
5 – Nil 30+ for FG – 2, 3 & 5.
6 – Nil transit damage.
7 – File insurance claim within 2 days. Settle all claim all within 30 days.
8 – No inter – branch transfer without HO clearance.
9 – PSI feeding into system by 25th of every month. Ensure 90% accuracy.
10 – Apply physical FMFO.

Page 48
Problem
1- In transit material damage checking.
2- Cost target achievement.
3- Natural events tracking.
Equipments
1- 100% Bar code scanner.

2- ERP – Invoice Generation Process.
3- Hydraulic Trolleys for material movement.
4- Pallets for safety of material.
WAREHOUSE WITH THE EQUIPMENT.

Page 49
WAREHOUSE: REFRIGERATOR AND CTV SECTION

Page 50
CUSTOMER SERVICE
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.

Page 51
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.
L G 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.
L G 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."

Page 52
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. L G 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 Cr (Rs 80 million) in employee

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

Page 53
7. 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.
8. 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 response.
9. 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.

Page 54
CONSUMER SURVEY DURING EXHIBITION
From 16th to 25th May a consumer exhibition was organized at the college of
Engineering ground. The exhibition was sponsored by Sakal group in which
number of companies participated.
EXHIBITIONS PICTURES SHOWING THE PRODUCTS

Page 55
Research
Methodology

Page 56
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 are:
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

Page 57
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.

Page 58
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 organizations.
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.

Page 59
DEALER MANAGEMENT
Mapping of Pune region dealers.
In Pune region there were total 180 dealers including the up country side They
have been divided into three categories on the basis of their turnover and the
selling capacity.
 PUNE -1
 PUNE-2
 PUNE-3
PUNE
BRANCH
PUNE 1 PUNE 2 PUNE 3
PUNE-1 Includes the modern trade and they have direct billing from the branch
office. They have high turnover and the company depends heavily on them
PUNE-2 includes the distributors. They have direct billing from the branch
office.Their turnover is also high.
PUNE-3 Includes the sub dealers .They have direct billing from distributors or
from the branch office. Their turnover is not so high, but there are few sub
dealers whose potential is quite high. According to sales the branch has
designated as gold and silver sub dealers.
Page 60
OBJECTIVE OF THE STUDY
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.
PICTURE SHOWING THE PRODUCT OF LG IN ONE OF THE SHOP

Page 61
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

Page 62
Questionnaires:
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
represent.
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.

Page 63
No. of questions in questionnaires for customer: 07
No. of question related to LG product: 03
No. of people met during the research: 200
No. of respondents during the research: 50
Sample unit
Professionals, Business man,
Employees, House wife,
Working women, Students

Page 64
DATA ANALYSIS
&
INTERPRETATION

Page 65
Q1. Have you purchased any consumer durable during Exhibitions?
 Yes
 No
Inferences
1. 65 % of Customer have not purchased any consumer durable from

exhibitions.
2. Only 35 % people have purchased.
3. It shows that consumers are coming in the exhibition for knowledge of

product and also they want to know that weather there is actual price
difference in exhibition and shop or not.
4. Consumer also want to compare to the different brand which are available
in the exhibition.
5. So exhibitions are more useful to increases brand awareness.
6. People are less interested to purchase product from the exhibition.

Page 66
Q.2While purchasing consumer durable which parameter influences you?
 Price
 Product feature
 Brand
 Service
 Durability
Inference
1. 30% of customer gives importance to price. So it shows that Indian

consumers are very price sensitive. They give more importance to price
over the brand.
2. 26% give importance to brand. So price and Brand matter a lots for the
costumers. And they are also want best brand in best price.
3. 19% to product feature Service 16% and durability 9% Service is also a

big factor for the customer they are less interested in the durability.

Page 67
Q3. From where you prefer buying consumer durables
 Exhibitions
 Co.shoppee
 Showroom
Inference:
1. A majority of customers prefer to buy from showrooms. Very less

proposition of customers buys from Exhibitions.
2. 47% customers are prefer to by from the showrooms because the

showrooms are more convenient to customers they also think that these
shops give more discounts.
3. People are less interested to buy from the exhibition they only visit the
exhibition for price quotation of the product and the comparison of the
product.

Page 68
Q.4.You prefer to buy from the same as you have mentioned in Q.3 because of
following reasons
 Attractive Price
 Service
 Demonstrations
 Offers
Inference
1. Customers buy from showrooms because of the service and convenience.

These are two main factors.
2. Customers are preferred to buy from the showroom because of they think
that these convenient store may provide good after sell service.
3. Customer also thinks that there is more chance to bargain and they can
get more discounts in these showrooms.
4. Price also a factor that attract the customer in these showrooms.

Page 69
Q.5.Which consumer durable you have and of which brand?
 CTV
 LCD
 PLASMA
 REF
 WM
 MW
 AC
Inference
In CTV section maximum customers have Onida, in LCD Sony is the leader, In
plasma BPL is the leader, In Ref LG is the leader, MW LG is the leader. In WM
there are companies and in AC also.

Page 70
Q.6. How frequently you change your consumer durables?
 1-3 years
 3-5 years
 5-10 years
 More than 10 years
Inference
1. Customers prefer to change consumer durables within 5-10 years. In

India people do not change consumer durable frequently.
2. 23% customers do not change their consumer durable within 10 year.
3. It represent that Indian consumer do not prefer to change their consumer

durable frequently.

Page 71
Q.7.Do you prefer any financing scheme to purchase consumer durables?
 Yes
 No
Inference
Majority of customers do not prefer any financial scheme.

Page 72
Dealer survey Findings
1. By calculating the display share we found that in most of store LG has

50% display share almost all categories.
2. By the actual monthly sale of particular store we came to know the

capacity of the store and how much product can they sale.
3. It helps us to know that weather dealer is capable of being a direct dealer

of LG or not and it also helps to find out the new dealer who are capable
of being the dealer of LG.
4. We also came to know while visiting the shops that there was big
problem of after sale service.
5. Many dealers were facing the problem of after sale service because there
is no follow up calls from LG.
6. Demo calls also not done properly.
7. The top competitor of LG product in Pune is SAMSUNG.

8. In Pune area the performance of LG is in better position but the
competitor also hold closer margin.
9. There is high growth of sale in market due to booming in new technology

and better service.
10.Word of mouth plays a vital role in awareness among customer. This is
one factor, which can play a good role in promotion of products as well
as demonstration given by the shopkeeper also plays a vital role for
customer.

Page 73
RECOMMENDATIONS AND SUGGESTIONS
1. LG should improve it‟s after sale service because its hits badly LGs
market share in Pune region.
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
person.
5. LG should try new dealer who have the potential. So they can target more
market.
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.

Page 74
CUSTOMER SURVEY FINDINGS
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
factor.
4. Also majority of customers do not want any financing scheme for

purchasing the durables.
5. There was heavy rush on weekends so large numbers of ISD‟s were

appointed that day. Also the live demo calls helps in selling. Exchange
offers also generate sale.
6. Customers are also now very choosy in buying the product and it is
important for the company to make loyal customer of their brand.
7. In survey we found that LG has captured maximum market share in every

category. LG dominates CTV, LCD, and Refrigerator, and Washing
machine, category.
8. LG and Samsung have bottle neck competition in TV and REF. category.
9. The product is well aware and it is on top of mind of customer.

10.Customers are also now very choosy in buying the product and it is
important for the company to make loyal customer of their brand.
Page 75
RECOMMENDATIONS AND SUGGESTIONS
1. Exhibitions do not help to generate so much sells but they should be

conducted regularly. This helps in generating awareness regarding the
product in customers which ultimately helps in sales.
2. Also it is helps in advertising for the new products. Like in this exhibition
new LCD SCARLET was advertised. Company should always focus on
service.
3. Display share should be increased where there is less than 50% as LG

also believes that “JO DIKHTA HAI WO BIKTA HAI”.
4. 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.
5. 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.
6. Company should also cater to the needs of sub dealers as some of the sub
dealers have potential of high sales.

Page 76
LIMITATIONS
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. I had only 60 days to complete
my research, for which a full-fledged report was insufficient for me.
4. The customer filled the questionnaire mostly in careless manner, so it was
difficult to make them hold for time.
5. 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.
6. The sample size is also very small which represent my research on
consumer behavior
My study is not recognizable in whole INDIA as well as outside Ranchi due

to the above limitations and less area coverage.

Page 77
BIBLIOGRAPHY
 www.lgindia.com
 www.google.com
 www.wikipedia.com
 Business world
 Business today
 LG magazine
 Economics times News paper
 Times of India

Page 78
Consumer survey Questionnaire
Q1. Have you purchased any consumer durable during Exhibitions?
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.shoppee
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

Page 79
Q.5.Which consumer durable you have and of which brand?
a) CTV -------------------
b) LCD -------------------
c) PLASMA -------------------
D) REF -------------------
E) WM -------------------
F) MW -------------------
G) AC -------------------
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

Page 80
APPENDIX
A.S.I Area Service In charge
A.S.M Area sales manager
B.S.I Branch Service In charge
CAC Commercial Air Conditioning System
C.S NET Customer Service Net
D.S.C. Direct service centre.
L.H.D Logistics Head of department
R.E.F Refrigerator

Page 81

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PROJECT REPORT

“BRANDING & PROMOTION”

Branding & Promotion

I, Mr. Arun Singh hereby declare that the project entitled

Mr. Arun Singh

Branding & Promotion

Branding & Promotion

2. Objectives & Scope of the project 07

7. Data Analysis & Interpretation 65

8. Conclusions & Suggestions 74

9. Limitations of the Project 77

Branding & Promotion

Indian Consumer durables market used to be dominated by few domestic

The company, having a turnover of Rs 9,500 Cr and market share of 26 per

Branding & Promotion

Branding & Promotion

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

 While purchasing the consumer durables which parameter is most

 Do the consumers prefer the financial facility for buying consumer

 How frequently consumers change the consumer durable?

 To enhances the knowledge of consumer durable market.

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

Branding & Promotion

Branding & Promotion

Global Top 3 by 2010

Global Top 3 Electronic/Telecommunication company

“Fast innovation, Fast growth”

“Product leadership, Market leadership, People leadership”

No excuse, “we” not “I”, Fun workplace

Branding & Promotion

"Life's Good" represents LG's determination to provide delightfully

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

Branding & Promotion

The symbol consists of two elements.

1. The logo in LG gray

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

Branding & Promotion

LG Electronics chooses to promote harmony and build constructively on a

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

LG Electronics is making technical advances and identifying business

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

Branding & Promotion

Branding & Promotion

Consumer durables market is expected to grow at 10-15% in 2007-2008.

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

Consumer durables sector is characterized by the emergence of MNCs,

Branding & Promotion

1. Consumer electronic include Vcd/Dvd, home theatre, music player, color

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

3. Moulded luggage include plastics

4. Clocks and watches

1. In term of purchasing power parity (ppp), India is the 4th largest

5. The upper-middle and high-income household in urban areas are

Branding & Promotion

2. Unexploited rural market.

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

5. Easy availability of finance.

Higher import duties on row materials.

Branding & Promotion

TODAY Consumer durables sector is characterized by the emergence of

The company, having a turnover of Rs 9,500 Cr and market share of 26 per

Branding & Promotion

In 1995, Gold Star was renamed LG Electronics, and acquired Zenith