Post on 18-Nov-2014
MARKETING PRESENTATION
PRODUCT POSITIONING
ROHIT SINGH SUSHIL SINGH VINOD SINGH TANU SARIN
POSITIONING DEFINED
Process by which marketers try to create an image or identity in the minds of their target market for its product, brand or organization. It is the 'relative competitive comparison' their product occupies in a given market as perceived by the target market.
- Wikipedia“What you do to the minds of the prospect”
Volvo- “the safest car”
BMW- “the ultimate driving machine”
Porsche- “the world’s bets small sports car”
THE COMPANY
THE PRODUCT
“STARS OF INDIA”A series of world class products
specially designed for India. Equipped with advanced featuresWill prove to be a real advantage
in every sense of the word for the Indian consumer.
FACTS ABOUT Type PublicFounded 1958Full Name Lucky-Goldstar (“Life’s Good”)Headquarters Seoul, South KoreaKey people Yong Nam, Vice Chairman & CEO Industry Mobile Communication, Digital Display, Digital Appliance and Digital MediaRevenue ▲ $68.8 billion USD Employees 82,772 (29,948 in Korea/ 52,824 overseas) - as of 2006 Parent LG Group
LG INDIA :Entered Indian market in 1997CEO – K R KimKnown as LG Electronics India Pvt
Ltd. (LGEIL)Contributes 5% of the global
operations of its parent LGLocalized manufacturing and
distribution channelAchieved a turnover of Rs. 10,730
crore in 2008
BUSINESS DIVISIONS•Mobile communications LG Electronics is the world's third largest handset maker.•Digital appliance Refrigerators, air conditioners and washing machines. •Digital display Plasma TVs, LCD TVs, Micro Display Panel TVs, Monitors, PDP Modules, OLED Panels, USB Memory, Flat Panel Computer Monitors•Digital media Home Theater Systems, Blu-ray Disc players, DVD Recorders, Super Multi DVD Rewriters, CD±RW, Notebook PCs, Desktop PCs, PDAs, PDA Phones, MP3 Players, New Karaoke Systems, Car Infotainment
STRATEGY OF POSITIONING OF LG PRODUCTS
PUSH STRATEGY
PULL STRATEGY
ASPIRE BRAND
CONTINUED……Intelligent features, intuitive functionality, and
exceptional performance. Self-expression and self-satisfactionPride in owning the LG and take comfort in
knowing that he/she made a smart, informed decision.
Design and manufacture taking into consideration consumer insights
Creating value for customers by providing them the most innovative products and services.
Healthy relationship and establishing a robust distribution network
JAZZ TELEVISION
Entry in Indian market……...28th Sept. 2008
Aimed at …………………...audiophiles , higher end consumersCosts………………………..Rs. 50,000/- to 85,000
FEATURES :
IPS technology Full HD LCD TV 500W PMPO Sound output Auto Sliding Speakers 50000:1 Dynamic Contrast Ratio 4 ms response time 2X HDMI (Ver 1.3) USB2.0
POSITIONING OF JAZZ
For sound quality oriented customers
Higher end customers
Mainly for urban areas
Wholesome entertainment experience
MODES OF POSITIONING
PRINT MEDIA
ADVERTISEMENT
SERVICES
SERVICES
PEOPLE INVOLVED IN POSITIONING
MARKETING
PRODUCT PLANNING
RESEARCH AND DEVELOPMENT
COMPETITION :
LG vs SAMSUNG
LOCALIZED POSITIONING
FOCUS ON LOCAL R & D
RANGE OF PRODUCTS IN A WIDE RANGE
DEALER NETWORK IS VERY STRONG
MANY PRODUCTS SPECIALLY FOR INDIA
POSITIONG ON A MUCH GLOBAL BASIS
CENTRALIZED R & D
LESSER RANGE OF PRODUCTS
DEALER NETWORK NOT AS STRONG
LESS INDIAN CUSTOMER-CENTRIC PRODUCTS
ERROR FREE POSITIONING
Dummy models for feedbackPremium models:- - Survey done by agencies - Customer preferences are taken Monthly meeting for quality analysisReview of SCR (Service Call Rate) - PARTS (Customer knows the features) - NON-PARTS (Customer does not know the features)Time-to-time benchmarking
REPOSITIONING
JAZZInitially launched as JAZZ LCD TVDid not succeed in marketRe-launched as JAZZ 2Same features and technologyNew marketing strategySuccessful in marketThe product has witnessed a growth
of 58% as against category growth of 42%.
FUTURE STRATEGIESThe company has already lined up a
budget of Rs 600 crore for marketing and research development related activities.
Focus will be on launching more quality products in the LCD segment.
With IPS Technology in all LCDs, LG aims to establish itself as the technology leader attaining a market share of 33%
REFERENCESMarketing insights from A to Z - P. Kotler Marketing Management - Kotler, Keller,Itvoir.comlgindia.com wikipedia.com
INDUSTRIAL VISIT:- R&D dept., sourcing and planning dept., marketing dept
THANK YOU