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The LG History starts in 1958, when the company was founded as GoldStar.

In the 60s, Korea produced the first radios, TVs, refrigerators, washing machines and air conditioners. In 1995, the company was renamed: the new name is LG. In 1997, the first CDMA digital wireless phones in the world were delivered by Ameritech and GTE in the United States. In 1998, the company developed the first plasma TV of 60 inches in the world. In 1999, LG formed a joint-venture with Philips. In 2000, the company was very successful in Italy, because Marconi Wireless started to promote LG products and also in the United States, thanks to Verizon Wireless, which managed to sell a great amount of LG products at that time. In 2001, GSM mobile phones started to be exported to Russia, more phones to Italy and a new market opens in Indonesia. LG becomes market leader in the Australian CDMA market. In that year also, LG launches their first washing machine, air conditioner and the first microwave oven.

In 2002, under the LG Holding Company system, the old company gets separated into LG Electronics and LG Corporation. Now is the time for extensive export of coloured GPRS phones to Europe. The new LG company establishes a production line of CDMA phones and a R & D center in China. In 2003, the GSM phone market penetration continues to Northern Europe and the Middle East. The company achievea a monthly export volume of over 2.5 million units (July). LG is the first manufacturer which sells CDMA worldwide. In 2004, the EVSB DTV transmission technology for next generation was chosen to be the industry standard in the United States and Canada by the US ATSC. LG developed the first mobile satellite and terrestrial DMB in the world. In 2005, it becomes the fourth largest supplier of mobile phone market in the world. It develops worlds first 3G UMTS DMB phone, a DVB-Hand Media, a FLO-based 3G DMB recording function and a DMB notebook PC. In 2005 also, LG-Nortel was set up as an association with Nortel solutions.

In 2006, LG Chocolate, the first model of LGs Black Label series of premium handsets, was sold in 7.5 million units worldwide. At that time also, LG develops its first HD PDP module and a 100-inch LCD TV. In 2006, LG sets a strategic partnership with UL. In 2007, it launches the first player and dual format disc drive, in high definition, of the industry. LG launches a Full HD LCD TV at 120 Hz. It demonstrates for the first time in the world that MIMO technology works and enables 3G LTE 4G to function. In 2007, LG won a contract for GSMAs 3G campaign. In 2008 LG introduces new global brand: Stylish and smart technology in consumer products that fit your lives. It was number one in the front-loading washing machines in the United States for five consecutive quarters. The worlds first Bluetooth device combined with a mobile phone was launched that year too. All these information come from the LG website, the place where you should go to face the highadvanced technologies of the present days. In 2008, it launched the first Blu-ray storage device in the

world and the first LTE modem chip.It recorded more than 100 million units of LG air conditioners in cumulative sales.

LG Electronics has reached its own powers over decades of technological advance by being a consistent leader in its field. In the 21st century, the companys continued growth was ensured for coordinating business opportunities with key relationships with partners, who are themselves leading players in their area on the world market. The strategic association between corporate entities companies with different infrastructures, which cooperate to advance mutual interests in a global market can be a vital factor of growth in each of the existing industries, but also for the new ones that just formed.

LG received CES Innovation Awards in 14 areas for their activities. LG has won 14 awards for design and technology at CES 2009, including the Grand Prize for Innovation in Wireless Communications with the product LG Dare (VX9700). Another important award was the one that rewarded the appliances for steam cleaning: Steam Washing Machine that fights against allergens and uses a steam dryer (WM3001H). LGs products have received accolades from several highly competitive categories, including video displays, audio components, video, home theater speaker systems, computer accessories, appliances and wireless communications. LG Electronics has received the iF Design Awards in seven areas. These include mobile Touchlighting (KF510), Renoir (KC910), Messaging (KS-360) PDP TV (PS80, PS70), stylish DVD player (DV4S) and 4-door refrigerator: 4Door French-Door (LMX25981). LG Electronics has received awards for design excellence also in seven areas: Bluetooth speakerphone (MSB-200), stylish DVD player (DVS 40), phone Secret (KF750), phone Watch (GD910), washing machine and dryer universal oven (UD A2) and RACs (AS-W126BMS0). Bluetooth speaker (MSB-200) was selected as Best of the best.

Much sweat Sense of adventure Visible muscle Passion of the players Shouts of the crowd And joint movement Sports is alive, its energy manifests itself before our eyes. This is a field which is very appreciated by LG. The excitement at sporting events always manages to open peoples hearts, to stir emotions and to provide inspiration. LG loves challenging spirit, passion and creative energy involved in sports. They believe that sports can unite peoples hearts. LG always sponsored sports that people love, so they encourage us also to share our inspiring passion and harmony. LG Electronics sponsoring sports events worldwide filled with energy the peoples lives, bringing passion and peace in their hearts.

LGs sports sponsorships are an important way for companies to contribute to society, acting as any responsible citizen. Sports is a valuable characteristic that shows the consumers that LG is passionate about supporting the athlets and players, just like them when they are in the field.

Title: MARKETING STRATEGIES OF LG Electronics India (Pvt.) Ltd.

Objectives:

To understand the marketing and advertising strategies of LG Electronics India (Pvt.) Ltd To analyze their strategies and its effect on the corporate profile of the company. To compare the strategies of LG Electronics India (Pvt.) Ltd with its competitors and to analyze its strengths. To realize the role being played by advertising and promotion on the sales volume of the company. To understand the future trends in advertising and marketing in LG especially electronic segment. To Analyse the Advertising and Marketing strategies of competitors.

Limitations:

While doing the project the following inevitable hurdles has come my way: Inability in meeting high marketing personnel in the concerned companies due to their busy schedule.

Information regarding stage of various products in the product life cycle is not available. The information base is limited due to resource constraints. The critical aspect like price could not be covered completely. The other hurdles which I had to face, the secrecy of the company policies due to which complete information regarding financial position & salary and wage structure could not fully covered.

Areas of marketing research are not revealed by the companys official.

Conclusions & Recommendations:

The Indian Consumer Electronics & Home Appliances Industry is traditionally dominated by the inferior quality and sub-standard products. People go for price while buying home appliances. They seem unaware of the features needed in a standard white good. Earlier mostly the white goods are manufactured to cater the present defined demand are need. The whole scenario got changed in the post liberalization era with the entry of multinationals like Samsung, LG, and Sony etc. LG is among the great chaebols (confederation of small industries) from Korea. It has started its operation in India in May 1997 by opening a 100 % fully owned subsidiary. LG is a company positioned as manufacturer of innovative and world-class products. Its growth strategy is based on sales and distribution network. It has penetrated in 1800 town with population of 1 lakh and above. They are planning to expand their dealer network to over 3000 dealers by the end of 2002. They are planning to penetrate towns with 50,000 populations and above. It means 7,000 more towns in its network. They have maintained a fast pace of growth since their entrance in the Indian market. It has products in the categories of CTV, Washing Machines, Refrigerators, Air conditioners and Microwave Ovens. It has established a strong brand name standing apart in the consumers mind. In the beginning of 1999 a survey by Taylor Nelson depicted LGs brand awareness at around 49 %, the Gall-up Survey conducted during Cricket World Cup 2002 demonstrated LGs brand recognition at 85 %. It has invested 100mn US $ in the manufacturing facility and is planning to invest US $ 289 mn over the next 3 years and is also planning to export product worth 100 mn US $. LG believes in honest pricing and not being gimmicks of discounts and price reduction as lure. Their strength of marketing is consumer pool, good products and pricing power.

Its product designs are centred on the middle & upper class and the ads screened highlight the product features. Its employees are totally committed to quality and innovation. They chant TPI 50 and TDR, which signifies, total productivity innovation and tear down re-engineering. Through this method the company is bringing down its costs & developed new products. LGs corporate image is that of being the Digital leader of the new millennium.

Marketing

v In case LG intend to have an entire range of washing machines to cater to all segments of the market, it should have a smaller capacity washing machine as Videocon ( 3 Kgs etc ) as the market for them is still very large.

v The colours of LG Semi Automatic Washing Machines (Off White, Pale Beige, and Light Grey) are very trendy and appeal to the customers.

v It has to give more warranty periods like other players do in the industry

v More Demonstrators are required for LG Products.

Instead of go for a limited distribution network it has to build a wide channel network.

Advertising & Public Relations:

The communication strategies for washing machines are not fruitful for the target segments. So, there should be developed a new communication strategy for it. Instead of going for clean clothes and longer life for clothes, the ad theme should target to the womens or females, which other players do like Videocon & Whirlpool. Because a lady in the family is the main buyer in purchasing the product. So, a new USP was to be developed.

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