LG's Marketing Strategy in India

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Case Details:

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.

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"LG's success is more related to marketing than technological superiority."

- Francis Xavier, Managing Director, Francis Kanoi Marketing Services, in December 2002.

Cricket First!

In November 2002, LG Electronics India (LG), one of the leading consumer durables companies in India, launched advertising campaigns featuring cricketers.

LG announced that it would release 22 ad films featuring world-class cricketers to strengthen its association with cricket (Refer Exhibit I).

The campaign, 'Cricket First,' which featured captains of the 14 teams participating in World Cup 2003, highlighted the spirit of cricket with a tagline, 'Captains of Cricket World, for the Captain of Consumer Electronics and Home Appliances.'¹

The company announced that it would spend around Rs 400-500 million on advertising during the World Cup. Analysts felt that LG might reap rich benefits by associating itself with cricket in a cricket crazy country like India.

Since 1997, when LG entered India, it has emphasized on marketing. Analysts felt that LG was trying to sell a brand of consumer durables using an FMCG marketing model, and was trying to create a mass market for a brand, which had a premium image.

Like the marketing of FMCG products, LG's marketing was heavily dependent on advertising. Its ad spend to sales ratio at 5-6% of sales was very close to that of FMCG giant HLL.

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1] LG was one of the sponsors for the Cricket World Cup 2003 held in South Africa.


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