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    PREFACE

    This project report is on the MARKETING

    STRATEGY OF LG.

    Theories can be read but the perform it in the real

    life is different experience will together. Management

    courses are designed to produce future managers and

    unless you have practical knowledge the theoretical

    knowledge is not implicated. Hence this project is to

    give us the practical way of knowing how market

    behaves and reacts.

    This is also in part fulfillment of BBA Degree.

    NARGIS KUSHWAHA

    BBA IVthSemester

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    Preparing a project of this nature is an arduous task and I was

    fortunate enough to get support from a large number of persons I wish

    to express my deep sense of gratitude to all those who generously

    helped in successful completion of this report by sharing their

    invaluable time and knowledge.

    It is my proud and privilege to express my deep regards to

    respected Principal Sir Dr. J.P.N. Pandey, Head of Department Dr Anand

    Tiwari, Mrs. Shikha Urmil Khan and Mr. Shailendra Patel Departmentof Business Management , Govt. Autonomous Girls P.G. College of

    Excellence, Sagar, for allowing me to undertake this project.

    I feel extremely exhilarated to have completed this project under

    the able and inspiring guidance of Mrs. Shikha Urmil Khan . She

    rendered me all possible help and guidance while reviewing the

    manuscript in finalising the report.

    I also extend my deep regards to my teachers, family members,

    friends and all those whose encouragement has infused courage in me

    to complete the work successfully.

    NARGIS KUSHWAHA

    B.B.A.IVthSemester

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    I declare that the project report titledMARKETING

    STRATEGY OF LG. to prepare the marketing strategy

    and Advertisement is my own work conducted under the

    supervision of Mrs. Shikha Urmil Khan, Department of

    Business Management Govt. Girls P.G. College of

    Excellent, Sagar. To the best of my knowledge the report

    does not contain any work which has been submitted for

    the award of any degree, anywhere.

    NARGIS KUSHWAHA

    B.B.A.IVthSemester

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    The Project report titled" MARKETING

    STRATEGY OF LG"has been prepared the marketing

    strategy and advertisement by Miss.NARGIS

    KUSHWAHA student of B.B.A. IVth Semester under the

    guidance and supervision ofMrs.Shikha urmil khan

    for the fulfillment of the Degree of B.B.A.

    Signature of theSupervisor

    Signature of theHead of the

    Department

    Signature of theExaminer

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    INTRODUCTION

    Established in 1997, LG Electronics India Pvt. Ltd., is a

    wholly owned subsidiary of LG

    Electronics, South Korea. In

    India for a decade now, LG is

    the market leader in consumerdurables and recognized as a

    leading technology innovator

    in the information technology

    and mobile communications business . LG is the

    acknowledged trendsetter for the consumer durable

    industry in India with the fastest ever nationwide reach,

    latest global technology and product innovation. One of

    the most formidable brands, LGEIL has an impressive

    portfolio of Consumer Electronics, Home Appliances, GSM

    mobile phones and IT products. 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).

    The trend of beating industry norms started with the

    fastest ever-nationwide launch by LG in a period of 4 and

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    1/2 months with the commencement of operations in

    May 1997. LG set up a state-of-the art manufacturing

    facility at Greater Noida, near Delhi, in 1998, with an

    investment of Rs 500 Crores. This facility manufactured

    Colour Televisions, Washing Machines, Air-Conditioners

    and Microwave Ovens. During the year 2001, LG also

    commenced the home production for its eco-friendly

    Refrigerators and established its assembly line for its PC

    Monitors at its Greater Noida manufacturing unit.The

    beginning of 2003 saw the roll out of the first locally

    manufactured Direct Cool Refrigerator from the plant at

    Greater Noida.In 2004, LGEIL also up its second

    Greenfield manufacturing unit in Pune, Maharashtra

    that commences operations in October 2004. Covering

    over 50 acres, the facility manufactures LCD TV, GSM

    Phones, Color Televisions, Air Conditioners, Refrigerators,Microwave Ovens Color Monitors.Both the Indian

    manufacturing units has been designed with the latest

    technologies at par with international standards at

    South Korea and are one of the most Eco-friendly units

    amongst all LG manufacturing plants in the world. LG

    has been able to craft out in ten years, a premium brand

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    positioning in the Indian market and is today the most

    preferred brand in the segment.At LG, we believe that

    technological innovation is the key to success in the

    marketplace. Founded in 1958, we've led the way in

    bringing advanced digital products and applied

    technologies to our customers. With our commitment to

    innovation and assertive global business policies we aim

    to become a worldwide leader in advanced digital

    technology. VisionLGs vision is to deliver innovative

    digital products and services that make our customers

    lives better and easier happier, even through increased

    functionality and fun. LG Electronics plays an active role

    in world markets with its assertive global business policy.

    As a result, LG Electronics controls 114 local subsidiaries

    worldwide, with roughly 82,000 executives and

    employees. To locate any of LG Electronics offices orsubsidiaries, click the relevant region on the map below.

    If no data appears once you have selected your region,

    click Ask. Brand IdentityLGs brand identity focuses on

    self-expression and a promise of satisfaction to its

    customers.

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    HISTORY

    LG Corp. founder Koo In-Hwoi established Lak-Hui

    Chemical Industrial Corp. in

    1947. In 1952, Lak-Hui

    (pronounced"Lucky", currently

    LG Chem) became the first

    Korean company to enter the

    plastics industry. As the company expanded its plastics

    business, it established GoldStarCo.Ltd., (currently LG

    Electronics Inc.) in 1958. Both companies Lucky and

    Goldstar merged and formed Lucky-Goldstar. Goldstarproduced South Korea's first radio. Many consumer

    electronics were sold under the brand name GoldStar,

    while some other household products (not available

    outside South Korea) were sold under the brand name of

    Lucky. The Lucky brand was famous for its line of hygiene

    products such as soaps and HiTi laundry detergents, but

    most associated with its Lucky and Perioe toothpaste. In

    1995, to better compete in the Western market, the

    Lucky-Goldstar was renamed "LG", the abbreviation of

    "Lucky-Goldstar". More importantly, the company

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    associates the letters LG with the company's tagline

    "Life's Good". This tagline came from Australia, where

    many of the products are tested first by LG. Since 2009,

    LG also owns the domain name LG.com. In 1996 LG

    formed a joint venture with IBM. This joint venture was

    later terminated. On 1 April 2000, LG Chemical was split

    into three separate companies, namely LGCI, LG Chem

    and LG Household & Health Care. Later, in July 2007, LG

    Chem merged with LG Petrochemical. Since 2001 LG has

    two joint ventures with Royal Philips Electronics: LG

    Philips Display and LG.Philips LCD, but Philips sold off its

    shares in late 2008.[9] In 2005, LG entered into a joint

    venture with Nortel Networks, creating LG-Nortel Co.

    Ltd.

    LG has a joint venture with Hitachi, Hitachi-LG Data

    Storage, which makes optical data storage devices likeDVD-ROM drives, CD writers, etc. LG acquired American

    television manufacturing company Zenith in 1999. LG

    has owned the LG Twins baseball club in Seoul, South

    Korea since 1989. The stocks are separated into four

    parts, 52% are owned by the CEO, 22% are distributed

    and the other 26% are owned by the next generation CEO

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    who's currently attending a university in Orlando,

    Florida getting her degree in business and Recording

    Arts.[clarification needed] The company logo of LG

    features the letters L and G, presented in the form of a

    smiling human face. Commodore Business Machines,

    rebranded products of GoldStar, Philips, Magnavox

    mostly monitor displays.

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    COMPANY PROFILE

    LG COMPANY PROFILE

    Type Public

    Traded as KRX: 066570 LSE: LGLD

    Industry Consumer electronicsHome appliancesTelecommunications

    Founded 1958

    Headquarters Seoul, South Korea

    Area served Worldwide

    Key people Koo Bon-joon(Vice Chairman andCEO)

    http://en.wikipedia.org/wiki/Types_of_business_entityhttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Ticker_symbolhttp://en.wikipedia.org/wiki/Korea_Exchangehttp://eng.krx.co.kr/mki/stc/stc_d_001.jsp?isu_cd=A066570http://en.wikipedia.org/wiki/London_Stock_Exchangehttp://www.londonstockexchange.com/exchange/prices-and-news/stocks/prices-search/stock-prices-search.html?nameCode=LGLDhttp://www.londonstockexchange.com/exchange/prices-and-news/stocks/prices-search/stock-prices-search.html?nameCode=LGLDhttp://en.wikipedia.org/wiki/Consumer_electronicshttp://en.wikipedia.org/wiki/Home_appliancehttp://en.wikipedia.org/wiki/Telecommunicationhttp://en.wikipedia.org/wiki/Seoulhttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Vice_Chairmanhttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/CEOhttp://en.wikipedia.org/wiki/Vice_Chairmanhttp://en.wikipedia.org/wiki/South_Koreahttp://en.wikipedia.org/wiki/Seoulhttp://en.wikipedia.org/wiki/Telecommunicationhttp://en.wikipedia.org/wiki/Home_appliancehttp://en.wikipedia.org/wiki/Consumer_electronicshttp://www.londonstockexchange.com/exchange/prices-and-news/stocks/prices-search/stock-prices-search.html?nameCode=LGLDhttp://en.wikipedia.org/wiki/London_Stock_Exchangehttp://eng.krx.co.kr/mki/stc/stc_d_001.jsp?isu_cd=A066570http://en.wikipedia.org/wiki/Korea_Exchangehttp://en.wikipedia.org/wiki/Ticker_symbolhttp://en.wikipedia.org/wiki/Public_companyhttp://en.wikipedia.org/wiki/Types_of_business_entity
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    Products Computer monitorsFlash memoryTelevisions

    SmartphonesTabletsMobile phones

    Revenue US$48.23 billion (2011)

    Net income US$ 1.1 billion (2011)

    Employees 91,254 (2011)

    Parent LG Group

    Website www.lge.comwww.lg.com

    http://en.wikipedia.org/wiki/Computer_monitorhttp://en.wikipedia.org/wiki/Flash_memoryhttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Smartphonehttp://en.wikipedia.org/wiki/Tablet_computerhttp://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/US$http://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/LG_Grouphttp://www.lge.com/http://www.lg.com/http://www.lg.com/http://www.lge.com/http://en.wikipedia.org/wiki/LG_Grouphttp://en.wikipedia.org/wiki/Holding_companyhttp://en.wikipedia.org/wiki/Net_incomehttp://en.wikipedia.org/wiki/US$http://en.wikipedia.org/wiki/Mobile_phonehttp://en.wikipedia.org/wiki/Tablet_computerhttp://en.wikipedia.org/wiki/Smartphonehttp://en.wikipedia.org/wiki/Televisionhttp://en.wikipedia.org/wiki/Flash_memoryhttp://en.wikipedia.org/wiki/Computer_monitor
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    BOARD OF DIRECTORS

    Bon-Joon Koo

    Vice Chairman &

    CEO,

    LG Electronics

    Inside Director

    David Jung

    CFO of LGElectronics

    (Executive Vice President)

    Inside Director

    Yu-Sig Kang

    CEO of LG Corp.

    (Vice Chairman)

    Non-executive Director

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    Sang-Hee Kim

    Lawyer

    Outside

    Director

    In-Ki Joo

    Professor

    Yonsei University

    Outside Director

    Kyu-Min Lee

    Advisor SK Research Institute

    for Super Management

    Outside Director

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    MARKETING STRATEGY OF LG

    Marketing strategy is a process that can allow an

    organization to concentrate its limited resources on the

    greatest opportunities to increase sales and achieve a

    sustainablecompetitive advantage. Marketing strategies

    serve as the fundamental underpinning of marketing

    plans designed to fill market needs and reach marketingobjectives.Plans and objectives are generally tested for

    measurable results. Commonly, marketing strategies are

    developed as multi-year plans, with a tactical plan

    detailing specific actions to be accomplished in the

    current year. Time horizons covered by the marketing

    plan vary by company, by industry, and by nation,

    however, time horizons are becoming shorter as the

    speed of change in the environment increases. Marketing

    strategies are dynamic and interactive. They are

    partially planned and partially unplanned. See strategy

    dynamics. Marketing strategy involves careful scanning

    of the internal and external environments.Internal

    environmental factors include the marketing mix, plus

    performance analysis and strategic constraints. External

    http://en.wikipedia.org/wiki/Competitive_advantagehttp://en.wikipedia.org/wiki/Competitive_advantage
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    environmental factors include customer analysis,

    competitor analysis, target market analysis, as well as

    evaluation of any elements of the technological,

    economic, cultural or political/legal environment likely

    to impact success. A key component of marketing

    strategy is often to keep marketing in line with a

    company's overarching mission statement.Once a

    thorough environmental scan is complete, a strategic

    plan can be constructed to identify business alternatives,

    establish challenging goals, determine the optimal

    marketing mix to attain these goals, and detail

    implementation.A final step in developing a marketing

    strategy is to create a plan to monitor progress and a set

    of contingencies if problems arise in the implementation

    of the plan.[1] Marketing strategies serve as the

    fundamental underpinning of marketing plans designedto fill market needs and reach marketing objectives.Plans

    and objectives are generally tested for measurable

    results. Commonly, marketing strategies are developed as

    multi-year plans, with a tactical plan detailing specific

    actions to be accomplished in the current year. Time

    horizons covered by the marketing plan vary by

    http://en.wikipedia.org/wiki/Marketing_strategy#cite_note-0http://en.wikipedia.org/wiki/Marketing_strategy#cite_note-0http://en.wikipedia.org/wiki/Marketing_strategy#cite_note-0http://en.wikipedia.org/wiki/Marketing_strategy#cite_note-0
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    company, by industry, and by nation, however, time

    horizons are becoming shorter as the speed of change in

    the environment increases. Marketing strategies are

    dynamic and interactive. They are partially planned and

    partially unplanned. See strategy dynamics. Marketing

    strategy involves careful scanning of the internal and

    external environments.Internal environmental factors

    include the marketing mix, plus performance analysis

    and strategic constraints. External environmental factors

    include customer analysis, competitor analysis, target

    market analysis, as well as evaluation of any elements of

    the technological, economic, cultural or political/legal

    environment likely to impact success. A key component of

    marketing strategy is often to keep marketing in line

    with a company's overarching mission statement.

    Once a thorough environmental scan is complete, astrategic plan can be constructed to identify business

    alternatives, establish challenging goals, determine the

    optimal marketing mix to attain these goals, and detail

    implementation.

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    The main objective of project is to prepare the

    marketing strategy and Advertising of LG are as under :-

    To know availability and durability of the productand services of LG .

    To know whether products are feasible. To know about best quality of LG. To know about very good services of LG.

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    As said a basic research was conducted at the company

    to enables the company to assess how far the customers

    are satisfied with product and services of LG.During the

    course of the study the following limitations were

    observed:

    (a) The method will be unsuitable if the number of personsto be surveyed is very less as it will be difficult to draw

    logical conclusions regarding the satisfaction level of

    customers.

    (b) Interpretation of data may very from individualdepending on the individual understanding the product

    features and services of the company .

    (c) The method lacks flexibility.In case of inadequate onincomplete information the result may deviate.

    (d) It is very difficult to check the accuracy of theinformation provided.

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    (e) Since all the products and services are not widely used byall the customers it is difficult to draw realistic

    conclusions based on the survey.

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    The following suggestions are offered to the LG:-

    1. As the LG thus company should launch effectivepromotional.

    2. Wide advertisement showing utility of their product andfeatures of their product should be made.

    3. Company may offer gifts scheme from time to time sothat he product may attract the masses.

    4. The company should lower the price5. The company should come up with attractive

    advertising plants.

    6. The company should improve its distribution network.7.

    The company should also think and implement somepublic relation programme.

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    1.Customer's priority is on the price, mileage, and lookwhile purhasing LG. They are not much affected y

    promotional programs.

    2.Dealers expect some promotional schemes/ offersfrom the company.

    3.There are many promotional offers available to thecustomers like:

    Company hired many cricketers and actors for

    promoting the product.

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    BIBLIOGRAPHY

    Marketing Management by Sir Kotler Philip Marketing Research by Sir Sharma D.D. Websites :

    oWww LG .comowww.google. Como www.marketing stratergy of LG.com

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    ADVERTISING OF LG

    http://www.google.co.in/imgres?imgurl=http://www.techshout.com/img/lg-divx-logo.jpg&imgrefurl=http://www.techshout.com/software/2009/01/lg-gw620-and-chocolate-phones-now-deliver-divx-capabilities/&usg=__rxald1cxe_f3RNNPfzrQxjZHTr0=&h=300&w=450&sz=23&hl=en&start=8&zoom=1&tbnid=ldBOPg-mAj_XdM:&tbnh=85&tbnw=127&ei=Q91-T7maLonMrQeNsIXoBQ&prev=/search?q=lg+company+logo&hl=en&sa=X&biw=994&bih=636&tbm=isch&prmd=imvns&itbs=1