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