mktng presentation

8/7/2019 mktng presentation

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LG Electronics. India Indian Operations Commenced in 1997

100 % subsidiary of the Korean Chaebol Turnover of Rs 125 crore (Rs 1.25 billion)

in 1997

Is Indias top consumer electronics

company.


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LG Refrigerators

Innovative Products suited to consumer

needs.

Competitively priced.

Array of Options to choose from.

Products to serve to all segments of the

Market.


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Brand LG

What forms the brand. Values, Promise, Benefits and Personality

Values : are at the core ofBrand and Never

change. Promise : What the Brand Promises to deliver

Benefits : Which are to be consistently

delivered to Consumer

Personality : Human characteristics being

displayed to consumer


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Brand LG values

We are honest and responsible.

We always keep the promises we make to

our consumer in our bid to become the

Worlds most trusted brand


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Brand LG Promise

Provide the most innovative products and

services.

Innovation not for technology sake but for

customers benefit

Give customers a substantial value

Technology for consumers not Engineers.


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Brand LG

Benefits

Customer gets what it wants.

Result of values and Promises Customers

benefit in Quality of service.

Carefully chosen Features and adapted to

Indian Consumer


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Brand LG Personality

Respect and Care for Consumer

Use ofBrand Logo to show Consumer

friendliness and approachability

LG : Goal oriented, Focused and Confident

Ready to accept change , creative and

Global.


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Brand LG

According to The Economic Times Brand

Equity Ranking LG is Ranked 25th overall.

In the consumer electronics it is ranked 1st

ahead of brands like Samsung, Kenstar

Whirlpool etc


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Growing Turnover Shows Growing

Market Share andB

rand Equity


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What LG does to command such

high brand equity. The advantage of an extended distribution network is that

marketing executives can keep a finger on the pulse of themarket. Promotions and finance schemes are designed to

suit the needs of local customers. Hence a Satisfiedcustomer.

The research for adaptations and innovations is done in-house. LG invests significantly in local R&D -thecompany spent over Rs 100 crore (Rs 1 billion) onresearch.

Strong Network of dealers and Hence excellent quality ofsales and service.

Product is pushed on to customer from very beginninginstead of doing it after consumer comes in the showroom


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LG reaches into the hinterland through a pyramidal salesstructure.

B

ranch offices in larger cities set up central area offices insmaller towns; these in turn reach out to even smallertowns and villages through remote area offices

At last count, the company had 51 branch offices, 87CAOs and 78 RAOs.

What this does for LG is that it helps it to stay true to itsBrand Values and promise.

It delivers what it says and how it says. Thus providing it ahigh Brand Recognition, Loyalty and Equity.

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