...A PROJECT ON “BRAND LG” [pic] Presented By: Gurjit Singh – 3022 Heman Makwana – 3023 G. Kalaiarasan – 3025 Kalpana Patel – 3026 Acknowledgement We would like to thank Prof Sohan Mahanty for providing us with such an important and challenging opportunity of preparing a project report on Branding which has enabled us to learn a lot about the Branding strategies, LG’s product innovations and marketing tactics for the Indian market. It is a matter of great pleasure to express our sincere gratitude and thanksgiving to our Director – Dr. Bigyan Prakash Verma. Last but not the least, we extend our sincere thanks to all the people who helped us directly or indirectly in way of ideas and valuable thoughts for making this project, a grand reality. History of LG Brand: | LG's history dates back to 1947 when Lucky Chemical Industrial Company (LCIC), the first chemical company in South Korea, was | |established. In 1958, LCIC started Goldstar Company to manufacture consumer durables. Within a year of its inception, Goldstar manufactured| |South Koreas first radio, A 501. | |In the 1960s, it started exporting radios to the US and Hong Kong and manufactured Korea's first telephone, refrigerator and black & white | |television. With the consumer durables business picking-up, LCIC changed its name to Lucky Goldstar. ...
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...ASSIGNMENT OF MARKETING MANAGEMENT { LG MUSIC SYSTEM} 1. CONSUMER BEHAVIOUR PROFILE 2. IDENTIFY THE FACTORS AFFECTING CONSUMER BEHAVIOUR 3. EXPLAIN HOW BUYING TAKE PLACE SUBMITTED TO SUBMITTED BY: MS.GURDEEP SILKY ROLL NO. 52 SEC 319 MBA 1ST SEM INDEX 1) INTRODUCTION TO LG AND LG’S MUSIC SYSTEM 2) CONSUMER BEHAVIOUR PROFILE OF LG MUSIC SYSTEM 3) FACTORS AFFECTING CONSUMER BEHAVIOUR 4) EXPLAIN HOW BUYING TAKE PLACE 5) BIBLIOGRAPHY • INTRODUCTION TO LG The history of LG Electronics has always been surrounded by the company's desire to create a happier, better life. LG Electronics was established in 1958 and has since led the way into the advanced digital era by manufacturing many home appliances such as radios and TVs. LG Electronics has unveiled many new products, applied new technologies in the form of mobile devices and digital TVs in the 21st century and continues to reinforce its status as a global company. LG Electronics has set a new mid-term and long-term vision, aiming to achieve a position as one of the top three electronics, information, and telecommunication firms...
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...LG IN THE INDIAN COLOUR TELEVISION MARKET INTRODUCTION Ever since its inception in India 'LG India' has made an impressive beginning and has shown commendable progress on all parameters of keeping in touch with the market. This report aims to establish the factors included in the marketing plan of LG in India (in the colour television market) that has contributed to its rise to glory. This report begins by giving the origin and background of the company. Then the company and its environment have been studied. This includes the discussion of the PEST factors and Industry Analysis (Porter's Five Forces) followed by a SWOT Analysis. The next part involves the CSFS and competitive advantages followed by a discussion of the company's strategies. The last part then includes alternative strategic app and conclusion. BACKGROUND AND ASSUMPTIONS Origin The Lucky Group (now known as LG) has its origins dating late back to January 5, 1957 when founder Chairman Hwoi Koo had invested all his personal assets in its formation with great success isn many rounds of reinvestment by the late 1950s, Mr. Koo announced his intention to get into electronics after much painstaking research and planning the Goldstar Company (now known as LG Electronics) was founded on 1.10.1958. LG Electronics India Limited After being appointed one of the official sponsors of CTV kits for the Asian Games in New Delhi - 1982, LG disappeared for the next 12 years. Then in 1995 it came together...
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...1.0 Introduction of LG Electronics Inc. LG Electronics Inc. is a South Korea multinational electronics company which is also known as the global leader and technology innovator in consumer electronics. The LG Company was a merger of two Korean companies, Lucky and Goldstar, from which the “LG” abbreviation was derived. (Mariush,2012) The company’s headquarter is located in Yeouido-dong, Seoul and the flagship subsidiary of the LG Group. LG has a global sales of KRW (Korean Won) 54.26 trillion which is equal to USD 49 billion in the year 2011. The company operates its business with four business units: mobile communication, air conditioning & energy solution, home entertainment and home appliance. (LG, 2012) It has 75 subsidiaries operates around the world that design and manufacture its products. LG is the world’s second largest flat screen television-set maker after Samsung Electronics Co. (Lee, 2012) Home Entertainment The LG Electronics which is also known as the top global players in home entertainment produces flat panel displays, audio players, video products, monitors, commercial displays and security systems for the consumers and also the commercial markets. LG is not only focusing on creating full-features devices but it is also emphasizing on following the technology boundaries to improve the products. Mobile Communication LG has committed to provide the best ever user experience to expand the next generation of communication by inventing new technologies...
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...PROJECT REPORT ON FACTORS AFFECTING CONSUMER PURCHASE INTENTION TOWARDS CONSUMER DURABLES (A COMPERATIVE STUDY OF LG & VIDECON) UNDER GUIDANCE Prof. S.k.Chadha In the partial fulfillment of the requirements of the Final Project for the degree of Masters in Business Administration Submitted By Navdeep MBA International Business University Business School Panjab University, Chandigarh ACKNOWLEDGEMENT I am overwhelmed with pleasure and deep sense of gratitude towards University Business School, Chandigarh for giving me such an opportunity to do the research project which has opened my vision towards rich experience of the theory implications and practical applications studied in the MBA course. I express a heartfelt thanks to my guide Prof. S.K.Chadha who has helped me in choosing and doing this...
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...------------------------------------------------- Market Analysis of Sony Corporation Introduction In the eventful year 1946, two Japanese, Masaru Ibuka and Akio Morita collaborated to establish the “Tokyo Telecommunications Research Institute” which later transformed into Sony Corporation in 1958 (Sony story n.d.) . The company heralded an era of user friendly innovative products into consumer product markets world over. With its stringent quality commitment and matching service provision, Sony became a formidable brand that won the hearts of people and ruled stock market charts for a long time. From creating the rice-cooker, magnetic recorder, Sony gave the world, Sony Walkman and the famous Blu-ray technology (Sony story n.d.). Other feathers in Sony’s cap included transistor radio, Trinitron color television, Sony Handy cam and PlayStation game series (Sony corporate info n.d.). In the present essay, a market analysis would be attempted of the multinational company that Sony is. Market analysis of Sony Corporation Market analysis of Sony Corporation would involve studying its customers across Asia, Europe, America, Australia, and Africa (Sony corporate info n.d.). Additionally Sony’s competitors like Apple, Matsushita, Samsung, Warner Brothers, and financial service providers would be analyzed to understand their impact on the market performance of Sony. Also, the market analysis would configure the electronic, gaming, music, entertainment and mobile industry and...
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...not enough as we need to be the market leader. It is important to place the product in the minds of our customers. Therefore we need to make it unique from the other products in the market. It is best that we concentrate on mainly on the youth and the house holds as market research has shown us that the most number of this product are bought by them. At present our prices compared to the competitors are higher. Our Sales are coming down, as similar products are available at cheaper price. Hence I would like to revise the prices or go for a promotion to increase the sales. The youth buy more iPods to listen to music and watch visual videos hence we can increase the sales buy having a sales promotion at our outlets. The households are interested in the hifi audio and visual systems with the large screen and more sounds affects. The sale of this particular product is constant but needs to be kept an eye on the price as to what LG, sharp and Panasonic is doing. It has come to my attention that the large audio and visual system is not available at some of our outlets. Hence it is important to place them in each and every outlet and shopping malls. As customers ask for the product and is not available with the outlets they will go for another brand which has also been an issue to reduce in sales. As per sales income it has come to my attention that the LULU hyper outlet is having the most sales out of all. Special cutouts and displays can be put up at the outlet where the product...
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...the Product Concept where the company will favour quality, performance and innovation features. This orientation is in line with Samsung’s billion dollar research investments and 40000 employees dedicated to develop the world’s greatest technology products (“R&D” Samsung.com 2010). Also their Marketing Concept is in line with their huge marketing budget starting with understanding customer needs, integrated marketing and customer satisfaction (Marketing Core Concepts and Applications, 2008). Business Review Weekly in November 2004 claimed that Samsung was the world’s 4th largest advertiser in the world. Also Samsung’s Total Quality Management approach drives Galaxy S II customer perception as a reliable product backed by a worldwide brand and huge media presence. One of the weaknesses of Samsung is that their costs are relatively high as compared to the competition. Also the fact that Samsung operates in a very competitive market, another weakness is lack of penetration in the Business Mobile market being outperformed by Blackberry an even Apple. With the rapid changes of technologies today, Samsung has to manage the company in a very efficient manner to be even more productive. (“Company Profile” Bloomberg.com, 2011) Although Samsung is already one of the most profitable and one of the leaders in the market, still the competition is huge; Samsung must take it into consideration. Opportunity for the Galaxy S II is that the current market is operating in a Full Demand environment...
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...COMPETITIVE STRATEGY MICROMAX –THE INDIAN INNOVATOR Can Micromax make the leap from Indian to global brand? Faculty Guide: Naveen Coomar SUBMITTED BY: ANKUR MAKHIJA ROLL NO .55 IIFT PT 12-15 What is Competitive Strategy? Competitive Strategy is defined as the long term plan of a particular company in order to gain competitive advantage over its competitors in the industry. It is aimed at creating defensive position in an industry and generating a superior ROI (Return on Investment). Such type of strategies plays a very important role when industry is very competitive and consumers are provided with almost similar products. Before devising a competitive strategy, one needs to evaluate all strengths, weaknesses, opportunities, threats in the industry and then go ahead which would give one a competitive advantage. According to Michael Porter, competitive strategy is devised into 4 types: 1. Cost Leadership Here, the objective of the firm is to become the lowest cost producer in the industry and is achieved by producing in large scale which enables the firm to attain economies of scale. High capacity utilization, good bargaining power, high technology implementation are some of factors necessary to achieve cost leadership. E.g. Micromax mobile phones 2. Differentiation leadership Under this strategy, firm maintains unique features of its products in the market thus creating a differentiating factor. With this differentiation leadership, firms...
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...jagwinpandher@yahoo.co.in B B Goyal University Business School, Panjab University Chandigarh-160014, India Tel: 91- 94173- 07276 Abstract E-mail: ubschd@yahoo.co.in The prime objective of the study was to understand the variation in the importance given by different age and gender groups to the select factors while buying mobile handsets in India. The study concludes that the mobile handset users of age group of 18-30 years are less price sensitive than consumers of other groups; rather they consider ‘physical appearance’, ‘brand’, ‘value added features’, and ‘core technical features’ more important than users of any other age groups. On the contrary, the consumers of age group 50 years and above have given greater importance to ‘price’ than consumers of other age groups. There were significant differences between different age groups as regards to the importance given to all the factors except ‘post - purchase services’. The difference was highest for the ‘brand’ closely followed by ‘core technical features’ of the handset. Gender differences have also existed for these factors. Keywords: Buying behavior, Mobile handsets, Age groups, Gender groups, Factors, GSM 1. Introduction India is the world’s 12th largest consumer market. It is projected that by 2025, it will be ahead of Germany and will become the fifth largest economy of the world. There is an explosive growth in almost all the areas of consumer goods and services. Communication that accounts for 2 percent of consumer’s...
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...Opportunities and Threats involved in a project or in a business venture. It involves specifying the objective of the business venture or project and identifying the internal and external factors that are favorable and unfavorable to achieving that objective. How iPhone 5 can able to stack up against its competitors, it can be evaluated by the SWOT analysis. Here I compare one of the competitors SWOT analysis with iPhone 5 SWOT analysis, to know is iPhone 5 is able to stack up against its competitor or not. The following are the SWOT analysis of iPhone 5 and Samsung Galaxy S4: iPhone 5 Samsung Galaxy S4 Strengths iPhone 5 Samsung Galaxy S4 1. Apple's brand is at the height of its powers. 2. Apple's ecosystem is better than that of its competitors. 3. The world’s most advanced mobile operating system (iSO 7) is in iPhone 5. 4. Best designed phone in the market resulting in novelty factor for the phone 5. Excellent branding and marketing 6. Bigger screen. 7. The glass and metallic materials used give it a high-class, sophisticated look. 8. Weight less compare to other smart phone. 9. Fingerprint scanner. 10. New and different processor than other competitors. 1. This is a product from Samsung is the biggest strength of it. 2. Samsung is the market leader in...
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...OLI model as discussed by Dunning. We tried to study the OLI advantages enjoyed by the Japanese firms that invest through FDI in India. We studied the Japanese firms in the white goods industry namely Sony, Daikin, Hitachi, Sharp, Toshiba and Panasonic. Ownership Advantage Most of these firms, when it comes to ownership or firm specific advantages score very high. They have a wide array of monopolistic advantages like patents, IPR, brand name as well as advanced technology advantages as a result of huge R&D facilities at home and other locations. These firms also enjoy economies of scale and scope. They also benefit from the international diversification of risks and assets. These firms have a global supply chain network in place along with the best managerial practices. These ownership advantages help these firms to compete with the local players and compensate for the advantages that the local players enjoy in terms of local market knowledge, cultural and language benefits, etc. Some of the ownership advantages are: * Global Brand Recognition:...
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...put their names on the phone. HTC expanded their focus with Microsoft's Windows Mobile operating system (OS) software based devices to devices based on the Android OS. In the Bloomberg’s Tech news section the journalist reported that HTC loss half of its market share due to fierce competitions from the industry leaders such as Apple and Samsung. II. What are the marketing issues that lead to the strategy shift? Branding According to (Kotler and Armstrong et al. 2013, pp. 245-6) “Brand is a name, term, sign, symbol, design or a combination of these, that identifies the products or services of one seller or group of sellers and differentiates them from those of competitors.” However HTC do not have a clear and coherent brand strategy (Graziano 2013) “The problem isn’t HTC’s smartphones, which have all received acclaim from critics — it’s the company’s lack of brand recognition among consumers. HTC is a fresh player in the smartphone industry compared to Apple, Samsung and LG and it hasn’t done a good job of branding to stand out from competitors.” The branding strategy was not clear to the consumers. Without sending a strong and clear message to consumers they will not be able to connect the product and services to the seller. Market segmentation According to (Kotler and Armstrong et al. 2013, p. 203) “Market segmentation is how a market is divided into distinct groups of buyers who have different needs,...
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...Group 5 Table of Contents 1. Consumer Analysis 1.1 Consumer Insights 1.2 Inferences 2. Company Analysis 3. Competitor Analysis 4. Channel 5. Context References Marketing Management Report Deliverable 2 3 3 7 9 11 12 13 15 Category : Smartphones Market: India Submitted By Ganesh R Preethi Venkataraman Sarat Bose Rajendra Mohan Talele Mahavir Prasad Kumawat S. Madhuvanthi Table of Contents Content 1. Consumer Analysis 1.1 Consumer Insights 1.2 Inferences 2. Company Analysis 3. Competitor Analysis 4. Channel 5. Context 6. References 7. Annexure Page No. 3 3 7 9 11 13 14 15 16 I. Consumer Analysis A sample of 8 consumers was taken for an exploratory research, the objective of which was to identify needs, desired attributes, relative importance of attributes and how different competitors are rated on the attributes. The consumers were chosen in the following manner: • 4 existing smart phone users (1 Nokia, 1 Samsung, 2 Micromax) • 1 intending buyer of smart phone • 3 switchers – 2 from Nokia to Samsung; 1 from HTC to Nokia 1.1 Consumer Insights Consumers, belonging to the age group of 21 – 25 years, who were students from an urban background, were chosen. The following details the research done amongst this sample population. Consumer 1 (Existing Samsung User) Age 21 years Student Occupation Urban User Category Samsung Galaxy S Current Model of Phone Nokia Xpress (Feature Phone) Switched from? Touch Screen, Android, Applications, Need Processor Touch Screen, Android...
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...NOKIA – Market Analysis Marketing Management Project This document contains NOKIA’s detailed analysis in Marketing. Sundaram Vasudevan Abhishek Kadian Abhimanyu Chhikara Animesh Mukherjee Sanjay Agarwal Avika Sood 11/07/11 INDEX CONSUMER BEHAVIOR AND THE MOBILE EXPERIENCE ------ 1 ANALYSING EXTERNAL ENVIRONMENT ------------------------- 4 COMPETITORS AND ANALYSIS OF THEIR BEHAVIOR --------- 6 MARKET SEGMENTATION ------------------------------------------ 8 NOKIA BRAND POSITIONING -------------------------------------- 11 MARKETING MIX ----------------------------------------------------- 12 NOKIA – Market Analysis Consumer Behavior and the Mobile Experience The study included multiple behavioral factors using a sample of over 12000 subjects in India. Surprising to many, the old belief that teenagers don’t access the mobile Internet or buy mobile apps is false. In fact, 45+ year-olds are the fastest growing adopters of these mobile services. Mobile phones and other consumer electronics products impact consumer behavior for business and pleasure. Summary of Latest Mobile Consumer Behavior Results Smart-phones and the phones with fancy feature like music player, camera are changing mobile consumer behavior. The customer mostly found mobile Internet a great thing to use. Minorities who don’t own personal computers own mobile phones for texting, Internet access and taking photos. Mobile devices are their computers. This is...
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