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8/14/2019 Lg Experience in Rural Market
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Presented By:Presented By:Raveendhar.kRaveendhar.k
IIPM, BangaloreIIPM, Bangalore..
LGs experience in Rural marketing
LG ElectronicsLG ElectronicsIndia Ltd.India Ltd.
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LG India- tripled the number of its
retail & distributor outlets in ruralareas from 2004 to 2008.
The avg. price of its Sampoorna rangeof CTVs came down to about the priceso competitive that, thereby bridgingthe gap between CTVs and other localB/W TVs.
It also tapped local forms ofentertainment like annual haats and
fairs and made huge investments ininfrastructure for distribution andmarketing.
LGs Rural ForayLGs Rural Foray
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Rural India: The ChallengesRural India: The Challenges
Electricity Shortage Sporadic Power
Supply Acute Water Shortage. Poor Transportation availability. Consumer Finance Options.
Can LG make energy savingproducts??
Can LG give him a washing machinewhich consumes less water??
Can LG give him access to buyingproducts near by his location??
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The SolutionThe Solution Set up of a Life style ResearchTeam which
would analyze the needs & preferences of theconsumer , In-depth..
Understand at length his comfort levels interms of what they wants and what they
would spend for what they wants..
Make products and service available for him tosuit his needs & Preferences..
Have a deep pocket network to make products
available for him at a close proximity fromwhere they can access product easily..
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4 As of Rural Marketing4 As of Rural Marketing
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Increased ChannelIncreased Channel
Networkin which ResultedNetworking which Resulted
Network/Channel Development The key to improvingNetwork/Channel Development The key to improvingRural reachRural reach
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Market
Re ional a roach in marketin isPurchasin ower b
1. Market is
Consumer Behavior- S/W : Shift to Mid-Hi h Se ment
NORTHS lit A/C, FTV, W/MTraditional
Market A riculture baseLG - N/E : Conservative,Extreme Tem .
Win.A/C, 2Tub W/M, 1Dr Ref
EAST 2. Different culture, life
MarketDiversity in lifestyleLG 8%WEST
- Food Habits / ClothingConservativeMarket 25% - Lan ua e :18 officialPoor Re ionLG 24% - Customs/Reli ionHumid
Cosmo olitanCommercialModern Trade
SOUTH High LiteracyIndustrial Zone
MarketModern TradeLG 28%
D
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BEST PRACTICE DISTRICT NETWORKING Exam le
B.O (Branch
- Profit
RAO -Headin & su ortinPo ulation - 21 -Equipped with Stock point,
-Equipped with Functional72 %
RAO (Remote Area- Sales & A/R
RAO - Enhance mkt penetration-Enhance Relationship
--Accounting Solutions
Equipped with Infrastructure
& ManpowerBO
RSO (Remote Sales
-Covers Sub-DealerNetwork. -PR & Motivation
- Enhance enetration &
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Sales & Service
Rural focus throu h excellent Reach
Branch Off : 40Jammu
RAO : 63Chandigarh
JalandharDehradunLudhiana
Kundli GhaziabadRural Sales ChannelGurgaon Delhi(2 GuwahatiPatna
LucknowVaranasi Dealers/SD : 9000Jaipur BANGLAsansolJodhpur Ranchi
D Distributors : 1100KolkataAhemedabad BhopalSurat Bhubaneshwer
Thane ChannelIndore
MumbaiRaipur ASC : 1Pune Nagpur
SSD : 600HyderabadGoa
ASP : 590Hubli
BangaloreChennai Statistics
KozikodeCoimbatore
MW : 5 ASC - Authorised Svc CentersCochin ASP -- Authorized Svc Provider Stock Point : 46
SSD - Sales and Svc Dealers Br Warehouse : 36 MW - Motherware House SRI LANKA
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Rural Marketin - Promotion Su ort initiative
LG Mobile Van at
ExhibitionExhibition atRajamundry
Cookery Classes atdifferent locationsfor Rural
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Rural Marketin - Promotion Su ort initiatives
at Dealer counters inRural Cities
Road showRoad Show at
1000 In Store Demonstrators
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FindingsFindings
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Improving the lives of the
billions of people at the bottom
of the economic pyramid is a
noble endeavour. It can also be alucrative one
- C.K Prahlad- C.K Prahlad