PRESENTED BY – KAPIL SUNIL GADEKAR

Roll No.: C-25

Div - C

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❑ INTRODUCTION

❑ COMPANY’S HISTORY

❑ VISION AND MISSION

❑ DISCOVERING KEY CATEGORY BARRIER

- LG’s INNOVATION

❑ PRODUCT LINE

❑ MARKETING MIX

❑ COMPETITVE ANALYSIS

❑ INNOVATIVE MARKETING STRATEGY

❑ OPERATION STRATEGY

❑ FACTORS FOR SUCCESS

❑ CORPORATE SOCIAL RESPONSIBILITY

❑ KEY STRATEGY OF LG

❑ AWARDS & ACHEIVEMENTS OF LG

❑ STANDING POSITION

❑ R & D POTENTIALS

❑ S.W.O.T ANALYSIS

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❑ CONCLUSION
o LG Corp. founder Koo In-Hwoi established Lak-
Hui Chemical Industrial Corp. in 1947.
o GoldStar was an electronics company
established in 1956.
o In 1958, Both companies Lucky
and GoldStar merged and formed as
Lucky-Goldstar in Seoul.
o Worlds second largest manufacturer of electronic
goods.

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• World wide -82,000(2015)employees
• Parent - LG Corporation
• Total revenue - ₩ 56.50 trillion (2015)
• Headquarters - Yeouido-dong
, Seoul, South Korea
• Joint ventures with Philips-led lights
• LG Electronics is public company.
• Slogans
➢ "LG, We put people first!" (1997–1999)
➢ "LG, Digitally Yours" (1999–2004)
➢ "LG, Life's Good" (2004–present)

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• Vision
LG’s Vision is to become a worldwide leader in
digital that ensures customer satisfaction through
innovative products and superior services.
• Mission
To create value for customers.
To respect human dignity.
To become best in its field.

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❑ Television –
➢ 55-inch OLED TV
➢ 65-inch and 77-inch OLED TV
➢ LG Smart TV
➢ Plasma TV
❑ Smart Devices and mobile phones –
A varied range of tablet devices and
smart phones like-
➢ G3,
➢ G Flex
➢ G2
A smart watch that is based on Android
wear
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❑ HOME ENTERTAINMENT
➢ Music systems
➢ Home theatre systems
➢ Blu ray players
➢ DVD players
❑COMPUTER PRODUCTS like
monitors
Home appliances
➢ Refrigerators
➢ Dishwashers
➢ Microwave ovens
➢ Vacuum cleaners
➢ Washing machines
➢ Water purifiers
➢ Air conditioners
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 Mobile Phones CookingAppliances&
RS 10000-48000 vacuum cleaner
RS 3500-30000

Air Conditioners TV / Audio / Video

RS-22000-90000 RS 14000-100000

Refrigerators WashingMachines
RS 15000-125000 RS 11000-85000

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• LG product available in LG
retail showroom, malls ,private
retail shop.
• The services of LG are available
in more than 110 countries of the
world.
• LG Electronics controls 114
local subsidiaries in India

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• LG promote its product s
through Newspaper, T.V.,
Radio, hording and taking
part in events etc.
➢ Global
➢ Newspaper
➢ T.V
➢ Hording
➢ Taking part in events like
ICC world cup, foot ball
leagues……etc

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➢ To make itself a known brand in the consumer electronics sector, LG has
taken innovative marketing and promotionalinitiatives:

• Launch of new technologies in consumer electronics and home appliances.

•LG was the first brand to enter cricket in a bigway, by sponsoring the 1999
World Cup, and followed it up in 2003 as well.
•LG brought in four captains of the Indian cricket team to endorse its
products. LG invested more than US$8 million on advertising and marketing
in this sport.
•LG has differentiated its products using technology and health benefits. The
CTV range has ‘Golden Eye’technology, air-conditioners have the ‘Health Air
System’ and microwave ovens have the ‘Health WaveSystem’.

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➢ To overcome high import duties, LG manufactures PC
monitors and refrigerators in India at its manufacturing facility
at Noida, Delhi.
➢ LGEIL had already commissioned contract manufacturing at
Mohali, Kolkata and Bhopal for CTVs. This has helped LGEI
to reduce costs.
➢ LGEIL is implementing a “digital manufacturing system”
(DMS) as a cost-cutting innovation.
➢ This system is a follow-up to the Six Sigma exercise LGEIL
had initiated earlier.

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• LG has adopted the regional distribution model in India.All
the distributors work directly with the company.
• LG also follows the strategy of stock rotation, rather than
dumping stocks on channel partners.
• LG has over 46 branch offices and another 110 area offices
across the country.
• LG had set a target of developing 2,000 dealers in 2004, in
addition to the existing 3,000 dealers all over India.

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• Recycling of Plastic Applications.
• Providing school meals in the 15 LG
Hope Schools through the slum
districts in Kenya.
• Supporting to develop local
infrastructure such as ponds and
road in Asia.
• Global Take-Back Policy
• Guidance on the Disposal of End-of-
Life Products
• Recycled Plastic Applications
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❑Product localisation is a key strategy used by LG.
•LG came out with Hindi and regional language menus on its
TV.

• Introduced the low-priced “Cineplus” and “Sampoorna”

range for the rural markets.

•LG was the first brand to introduce gaming in CTVs. In

continuation of its association with Cricket, LG introduced the
cricket game in CTVs.

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• 2008 Selected as the Most admired Multi- National
Company in India.
• 2009 Presidential Award for the Best Design in
Indonesia.
• 2009 Selected as the best 3G mobile handset maker in
China.
• 2009 Presidential Award for Korea IT Innovation.
• Since 2004,it honored with more than 130 CES
Innovation awards.
• 2013-it honored with 10 CES 2013 innovation awards
for smart innovations in U.S.

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2nd in home entertainment.
1st in air conditioners.
5th in mobile comm.
1st in home appliances.

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• LG has set up research and development facilities in
India at Bangalore and is in the process of setting up
another at Pune.

• Both the units carry out R&D work for the domestic
market as well as for the parent company. It also does
customised R&D for specific countries to which it
exports products.

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• Wide range of products to serve all categories.
• Widest distribution network in the world.
• Good after sales service offered.
• Market leader in home appliances.

• Samsung being its competitor provides similar products.

• Consumers compare L.G with Samsung its Korean rival not
with other global companies.
• Brand lacks influence in the segment of early adopters .

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• Fast growth of the home appliances market

• Shifting to rural areas

• Sponsorships with F.C teams

•Close competitors like Samsung are

compared to it.

• Price war with Samsung

• Global recession
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• LG is an emerging player Direct competition with Samsung,
owing to similar user perception

• Refrigerators LG is the dominant player in the market Other

Players have a segmented market share Unstructured Positioning
of all other Players

• Air Conditioners LG is the dominant player in the market Closer

user perception shared with Voltas LG rated low on
Technological aspects like Noise Levels Hitachi was positioned
high for producing low Noise Levels.

• LCD Television Sony is the Market Leader in LCD TV segment.

Samsung – LG, very similar user perception, directly competing
with each other.

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