39101532-LG

8/7/2019 39101532-LG

http://slidepdf.com/reader/full/39101532-lg 1/18

SBU·s and Marketing STPD

8/7/2019 39101532-LG


AAgendagenda

y Introduction Of LG

y SBU

y Segmentation

y TargetAudience

y Positioning

y BCG

y Ansoff y SWOT

y Conclusion

8/7/2019 39101532-LG


IntroductionIntroduction

y The company was originally established in 1958 as

gold star, producing radios, TV, refrigerators,

washing machines, and air conditioners.

y The LG group Was merger of Two Korean

companies Lucky and Gold star

yIs the second largest producer of TVs and thirdlargest producer of mobile phones

8/7/2019 39101532-LG


� LG has set its mid-term and long-term goal to rank

among the top 3 electronics, information, and

telecommunication firms in the world by 2010

� LG concentrates on staying a head of the technology

curve and develop products that delver high value to

consumers.

IntroIntro ContdContd««

8/7/2019 39101532-LG


8/7/2019 39101532-LG


SBU·sSBU·s

LG

TV

PLASMATV

LCD TV

CRT TV

AUDIO

HOMETHEATRESYSTEM

VIDEO

DVDPLAYER

HOMEAPPLIANCE

REFRIGERATOR

MICROWAVE OVEN

WASHINGMACHINE

ITPRODUCTS

CRTMONITOR

LCDMONITOR

OPTIOCALSTORAGE

MOBILEPHONES

GSM

AIRCONDITIONER

RESIDENTIAL AC

COMMERCIA

LAC

8/7/2019 39101532-LG


8/7/2019 39101532-LG


SegmentationSegmentation

� Demographic:

Income

Occupation

� Geographic:

Urban areas

LSM 9-10

LSM 11+

� Psychographic:

Lifestyle

Personality

� Behavioral:

Value

Benefit

8/7/2019 39101532-LG


Target MarketTarget Market

y LG has targeted its market onthe basis of the products thatthey are offering to theconsumers.

y They are targeting:

3 Upper class & Upper end

3 Lifestyle oriented people3 Premium segment

3 Those who want quality productas the best.

8/7/2019 39101532-LG


Role Consumer

Initiator House wives

Influencer Children

Decider Head of The Family

Purchaser Head Of the Family

User Family Members

TargetAudienceTargetAudience

8/7/2019 39101532-LG


PositioningPositioning

y With the lag line Life¶s Good, LGpositioning is to differentiate their products on the basis of technology.

y

With Tag line, its corporatephilosophy is to make peoples life¶sbetter, convenient and healthier.

y Talking about the value and changing

life style in their positioningstatement.

y Featuring that their brand is youngvibrant and premium.

8/7/2019 39101532-LG


BCG MatrixBCG Matrix

Refregerators (twin door)

Microwaves

Plasma TV

Note books

Audio systems

Cell phones

CRT-TVs

LCD¶s

LG AC¶s

Optical Storage

DVD Player

Washing Machines

Laptops

CRT-Monitors

8/7/2019 39101532-LG


8/7/2019 39101532-LG


Cont..Cont.. New Product DevelopmentNew Product Development

y Introducing New LG

Microwave Oven with a

variety of Auto fixed

Pakistani Recipes

y A modern Touch to DESI FOOD

Healthy cooking

Nutritious & Delicious

Easy to Clean Round

Cavity

8/7/2019 39101532-LG


Already

In Market

Print ad

8/7/2019 39101532-LG


SWOTSWOT

Strengths Weaknesses Threats Opportunities

Market leader in

home appliances

Samsung provides

similar products

Compared with

Samsung, its

Korean rival

Fast growth of

home appliances

Wide range of

products

Lack of awareness

in people

Price War with

Samsung

Shifting to rural

areas

Good after Sales

service

Highest share in

home appliances

mMarketFast innovation

8/7/2019 39101532-LG


CommercialCommercial

y http://www.youtube.com/watch?v=IDiKE0

hxkUg

8/7/2019 39101532-LG


ConclusionConclusion

y LG Electronics Digital Appliance Company is a globalleader in the home appliance industry.

y Dedicated to enhancing consumer lifestyles throughits stylish and advanced products by offering creative

solutions for consumers¶ everyday lives.

y LG¶s home appliances play a critical role inpromoting the core values of its corporate brand.

y To achieve the ultimate goal of enhancing its brandpower by emotionally engaging consumers LG istaking fresh and even daring approaches tomarketing.

39101532-LG

Documents

Transcript of 39101532-LG