LG's Marketing Strategy in India
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Case Code : MKTG054
Case Length : 12 Pages
Period : 1997-2003
Pub Date : 2003
Teaching Note :Not Available
Organization : LG Electronics India
Industry : Consumer Electronics
Countries : India
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
Of all the elements of marketing mix, LG seemed to have put more emphasis on promotion and advertising.
Some analysts are of the opinion that the cornerstone of LG's strategy was its heavy advertising.
In 2002, it spent around 1.3 billion on advertising. An ad agency which handled the account of one of the LG's rivals, commented: "Communication creates a mindspace among the consumers and LG has occupied that fairly well."
Unlike many Indian brands which advertised seasonally i.e., (two-three months of the festival season-September, October and November), LG advertised all round the year. According to analysts, this resulted in high brand recall and successful positioning.
In all the communications of LG, the USP remained the same for individual products. For refrigerators, it was "preserve nutrition;" for CTVs, it was "less strain on eyes;" for air conditioners, it was "healthy ambience and air quality;" for washing machines it was "fabric care;" and for microwave ovens it was "healthy cooking."...
Sustaining LG's Marketing Strategy
By the end of 2002, LG had emerged as one of the top 3 consumer durables players in India. Its success was largely attributed to its marketing strategy. Though analysts agree that LG's performance has been remarkable in India, they point out that it still has to enter the audio segment, which is the largest of the home appliance segment...
Exhibit I: LG's Cricket First Campaign
Exhibit II: LG's Strategy in India
Exhibit III: Product Range of LG*
Exhibit IV: LG Golden Eye Technology Television 'Lost Child' TVC