History

 The company was originally established in 1958 as GoldStar, producing radios, TVs, refrigerators,

washing machines, and air conditioners

 The LG Group was a merger of two Korean companies, Lucky and GoldStar, from which the

abbreviation of LG was derived

Vision

Global Top 3 by 2010

Slogan

"Life's Good"

Represents LG's determination to provide delightfully smart

products that will make your life good
Symbol

LG Symbolizes

 Future
 Humanity
 Technology
Positioning

 Health Benefit

 Making people’s life better and convenient

 Young and Vibrant

Product Division

 Mobile communication

 Digital Appliance

 Digital Display

 Digital Media
Marketing Strategies
Product Strategy

Offers High Quality product with latest technology.

Target Market

Upper segment and Upper-Middle segment

Marketing Strategies conti…
 Pricing Strategy

Market Skimming

 Promotion Strategy

Planned at Korea

Sales Promotional offers made by local dealers of every country

Marketing Strategies conti…

 Place Strategy

Imported from China and Korea

Distributed through Dealers and Self owned Showrooms.

Selective Distribution
Tier 1 and Tier 2 cities
PEST Analysis
Political Factor Economic Factor

High import duty Increase in Per Capita income

Export promotion scheme of indian government like Growing GDP high disposable income
EPCG
Increase in spending power
Plants in Tax incentive areas like Pune and Greater
Nodia

Socio Culture Factor Technological Factor

They are manufacturing Eco friendly products Improvement in technology made the products
cheaper
Increasing life style
Quality of Product has been increased
SWOT Analysis
Strength Weakness

Marketing leader in Home Appliance segment Consumer compare LG products with its competitor
Samsung.
Manufacturing unit in Tax incentive area
Similar product categories as compare to its close
competitors Samsung
Wide range of product categories to tap the consumer of
Upper class and Upper-Middle class

LG have the widest distribution network in the industry

Opportunity Threat

Control over the white goods market ( The highest market Competition by Samsung
share in home appliance)
Competitions from local Indian brands and new entrants
Opportunity for LG to launch new product
Competitors

SAMSUNG

BPL LG SANSUI

ELECTROLUX