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    MKTNG Presentation

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    Kirtivardhan Bhalerao
    LG Electronics commenced operations in India in 1997 as a 100% subsidiary of the Korean conglomerate. It is now India's top consumer electronics company with a turnover of Rs. 125 crore in 1997. LG offers innovative refrigerators competitively priced with a wide array of options to serve all market segments. A brand is defined by its core values, promises, benefits, and personality that are delivered to consumers. LG values honesty and responsibility while promising innovative products that substantially benefit customers. This has helped LG become the most trusted brand and earn a high brand equity ranking in India.

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    MKTNG Presentation

    Uploaded by

    Kirtivardhan Bhalerao
    40 views11 pages
    LG Electronics commenced operations in India in 1997 as a 100% subsidiary of the Korean conglomerate. It is now India's top consumer electronics company with a turnover of Rs. 125 crore in 1997. LG offers innovative refrigerators competitively priced with a wide array of options to serve all market segments. A brand is defined by its core values, promises, benefits, and personality that are delivered to consumers. LG values honesty and responsibility while promising innovative products that substantially benefit customers. This has helped LG become the most trusted brand and earn a high brand equity ranking in India.

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    LG Electronics commenced operations in India in 1997 as a 100% subsidiary of the Korean conglomerate. It is now India's top consumer electronics company with a turnover of Rs. 125 crore in 1997. LG offers innovative refrigerators competitively priced with a wide array of options to serve all market segments. A brand is defined by its core values, promises, benefits, and personality that are delivered to consumers. LG values honesty and responsibility while promising innovative products that substantially benefit customers. This has helped LG become the most trusted brand and earn a high brand equity ranking in India.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    40 views11 pages

    MKTNG Presentation

    Uploaded by

    Kirtivardhan Bhalerao
    LG Electronics commenced operations in India in 1997 as a 100% subsidiary of the Korean conglomerate. It is now India's top consumer electronics company with a turnover of Rs. 125 crore in 1997. LG offers innovative refrigerators competitively priced with a wide array of options to serve all market segments. A brand is defined by its core values, promises, benefits, and personality that are delivered to consumers. LG values honesty and responsibility while promising innovative products that substantially benefit customers. This has helped LG become the most trusted brand and earn a high brand equity ranking in India.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 11

    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 India’s top consumer electronics
    company.
    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.
    Brand LG
    • What forms the brand.
    • Values, Promise, Benefits and Personality
    • Values : are at the core of Brand 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
    Brand LG values
    • We are honest and responsible.
    • We always keep the promises we make to
    our consumer in our bid to become the
    World’s most trusted brand
    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.
    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
    Brand LG Personality
    • Respect and Care for Consumer
    • Use of Brand Logo to show Consumer
    friendliness and approachability
    • LG : Goal oriented, Focused and Confident
    • Ready to accept change , creative and
    Global.
    Brand LG
    • According to The Economic Times Brand
    Equity Ranking LG is Ranked 25th overall.
    • In the consumer electronics it is ranked 1 st
    ahead of brands like Samsung, Kenstar
    Whirlpool etc
    Growing Turnover Shows Growing
    Market Share and Brand Equity
    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 the
    market. Promotions and finance schemes are designed to
    suit the needs of local customers. Hence a Satisfied
    customer.
    • The research for adaptations and innovations is done in-
    house. LG invests significantly in local R&D -the company
    spent over Rs 100 crore (Rs 1 billion) on research.
    • Strong Network of dealers and Hence excellent quality of
    sales and service.
    • Product is pushed on to customer from very beginning
    instead of doing it after consumer comes in the showroom
    • LG reaches into the hinterland through a pyramidal sales
    structure.
    • Branch offices in larger cities set up central area offices in
    smaller towns; these in turn reach out to even smaller
    towns and villages through remote area offices
    • At last count, the company had 51 branch offices, 87
    CAOs and 78 RAOs.
    • What this does for LG is that it helps it to stay true to its
    Brand Values and promise.
    • It delivers what it says and how it says. Thus providing it a
    high Brand Recognition, Loyalty and Equity.

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