LG Final

AMISHA SHARAN 1904
ANMOL HINDWANI 1907

ANUSHKA GUPTA 1911
PARMESHWAR MAHATO 1923
PRATIKSHIT SRIVASTAVA 1925
INTRODUCTION
• LG Electronics, is a global leader and technology innovator
in consumer durables.
• The company was established in 1958 as Goldstar
producing radios, TVs, refrigerators, washing machines &
air conditioner.
• The LG group was a merger of two Korean companies
Lucky & Goldstar form which the abbreviation of LG was
derived.
• The global revenue of LG Electronics amounted to around
3,84,300 crore in 2018.
VISION:
LG’s vision is to become a worldwide
leader in digital that ensures customer
satisfaction through innovative products
and superior services.
VISION &
MISSION MISSION:
To provide products, services and
solutions of the highest quality and
deliver more value to our customers that
earns their respect and loyalty.
PRODUCT
4.55-inch OLED TV Music systems Refrigerators

5.65-inch and 77-inch Home theatre systems Dish washers
OLED TV
BLU Ray players Microwave ovens
6.LG Smart TV
DVD players Vacuum cleaners
7.Plasma TV
Washing machines
Water purifiers
Air conditioners
PRICE
• The pricing policy of LG consists of “cost

plus fixed markup”
• Entered in India as high end but now
following price competitiveness
• PROMOTION
• TVC throughout the year
• Sponsoring ICC events and formula-one
Present in 100+ countries.
Own manufacturing units in Noida,

PLACE Bhopal
Presence in all retailers, malls and

supermarts, own exclusive showrooms
and e-commerce websites
• DEMOGRAPHIC SEGMENTATION:
• INCOME: lower middle to high income group
• AGE GROUP: usually 30-50 yrs old for
electronics and home appliances and 15 above
for smartphones.
• GEOGRAPHIC SEGMENTATION:
• LG is present in 100+ countries at present.
• In India, LG is present in all, rural, suburban and
urban areas of the country.
SEGMENTATION • BEHAVIOURAL SEGMENTATION:
• LOYALTY STATUS: Loyal for home appliances
• USAGE RATE
• PHYSIOGRAPHICAL SEGMENTATION:
• LIFESTYLE: people who want a branded high
quality products with low prices.
• PERSONALITY: working professionals who want
innovative and tech savvy products.
Undifferentiated (mass)
POSITIONING
marketing
With tagline of “Life’s good” the
TARGETING
Their positioning is to be
corporate philosophy of LG is to
futuristic, innovative and
make lives of its customers better,
technologically advanced
healthier and convenient.
They position their brand to be

young and premium and vibrant
BCG MATRIX
QUESTION
STARS
MARKS
(LCD TV) (computers, watches)
BCG Matrix
CASH
COWS DOGS
(washing machine, microwave) (mobile phones)
• STRENGTHS
• Healthy growth in the Home Appliance Business Unit
• A Global Behemoth with Strong Brand Image
• An Extensive Distribution Network

SWOT • Straddle Positioning of the products
ANALYSIS OF LG
• Diverse length of products
• Advertise & sponsor even in Cricket Matches
• Good market strategy
• Reliable products that gives a tough business in the

market
Muted Overall Sales with Mobile Communications
Business Unit acting as a drag factor
In BCG Matrix Analysis, Cell Phone is in the Dog

Category and Smart Watch is in Question Mark
WEAKNESSES Less active through website & social media pages
Less stock rates as compared to the leading

companies
Less research & development of the products

Growing and Changing Technological Landscape
Market Expansion
Can capture more sales
OPPORTUNITIES
Can become more innovative to attract customers
Covert improved brand image and awareness in to

market share
Increase the already Wide product portfolio

Price war with close Korean competitors like Samsung
can disrupt growth in price sensitive markets
Highly competitive industry dynamics
Stagnant urban demand
THREATS
Instances of false green claims can erode brand value
and consumer trust
Changing consumer buying behaviour
New technologies developed by the competitor could

be a serious threat to the company
PESTEL ANALYSIS
Political Factors
The factor that affect LG include taxation policies, foreign trade regulation .
LG should follow compliances given by the government like the environment protection act.
LG’s one of the biggest market is Asia and because of the fractions between india and china the sale of LG is influenced.
Economical Factors
Creation of jobs is possible because of the big company’s like LG.
Current slowdown of the Indian economy also effect the profit of the big company's like LG.
In countries like India LG have started R&D facilities which brought products only for India and helps LG to grab the market share.
Social Factors
LG follows the CSR rule of the country and they also contribute 2 percent of their total profit.
LG have opened HOPE charitable center in Ethiopia to help people to cope up with the natural disaster’s.
Help in disasters relief camps in different country is also funded by the LG like Pakistan flood Russian wildfire etc .
Technical Factors
LG has introduced new mobile technology in the Indian market which supports 4G network which is convenient for
the customers.
LG has introduced new offers in the TV section and also collaborate with Airtel to provide HD set up box to the
customer.
10 years warranty is provided by LG on various home appliances products to the customers also after - sale service is
ace in LG.
Environmental
Factors
Electronic products which are made by the LG are more super electric efficient as per the need
of time.
Sustainable growth in the LG is in the roots of LG and they also train their employee to follow
more sustainable approach towards eco-friendly business practice.
LG has also started two different green projects LG and Tony go greener and Greenberg
Greentown.
Legal Factors
LG have to follow the different laws that are made by the country like Labor law and
environmental law.
• The brand slogan of LG is “Life’s Good”, The brand
defines itself as a smart brand that believes in bringing
surprising delights for the customers.
• The Life’s Good slogan is also represented in its logo
which is a red circle with the letter L & G. Its philosophy
is to connect with humanity.
• In its branding strategy, LG has focused on creating a
BRANDING strong and differentiated brand identity.
• LG focuses heavily on marketing and spends a large
STRATEGY amount on advertisement.
• LG is a futuristic brand focused on innovative technology,
bringing great and unique products to the market and
creating a great brand dedicated to the humanity.
• For better market branding it create a unique brand
identity it has focused on connecting with customers.
LG should enhance promotion
activities through social media by
making their Instagram and
Facebook page attractive
SUGGESTIO LG should focus on their watch and

computer segment as their market
NS share is low.
Air purifiers are in demand due to

high pollution and climate change,
LG should focus on its reach and
marketing.
THANK
YOU!

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AMISHA SHARAN 1904

ANMOL HINDWANI 1907

4.55-inch OLED TV Music systems Refrigerators

• The pricing policy of LG consists of “cost

Own manufacturing units in Noida,

Presence in all retailers, malls and

With tagline of “Life’s good” the

They position their brand to be

• Healthy growth in the Home Appliance Business Unit

• A Global Behemoth with Strong Brand Image

• An Extensive Distribution Network

• Advertise & sponsor even in Cricket Matches

• Good market strategy

• Reliable products that gives a tough business in the

In BCG Matrix Analysis, Cell Phone is in the Dog

WEAKNESSES Less active through website & social media pages

Less stock rates as compared to the leading

Less research & development of the products

Can capture more sales

Covert improved brand image and awareness in to

Increase the already Wide product portfolio

Highly competitive industry dynamics

Stagnant urban demand

Changing consumer buying behaviour

New technologies developed by the competitor could

Creation of jobs is possible because of the big company’s like LG.

SUGGESTIO LG should focus on their watch and

Air purifiers are in demand due to

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