MARKETING

PRESENTATION

PRODUCT
POSITIONING
TANU SARIN
INGH
SUSHIL SINGH
INGH
 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”
 T H E C O M PA N Y

TH E PR O D U C T
 “STARS OF INDIA”
A series of world class products
specially designed for India.
Equipped with advanced features
Will prove to be a real advantage
in every sense of the word for
the Indian consumer.
FACTS ABOUT
Type Public
Founded 1958
Full Name Lucky-Goldstar (“Life’s Good”)
Headquarters Seoul, South Korea
Key people Yong Nam, Vice Chairman & CEO
Industry Mobile Communication, Digital
Display, Digital Appliance and
Digital
Media
Revenue ▲ $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 1997
CEO – K R Kim
Known as LG Electronics India Pvt
Ltd. (LGEIL)
Contributes 5% of the global
operations of its parent LG
Localized manufacturing and
distribution channel
Achieved 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
STRATEGY OF POSITIONING
OF
LG PRODUCTS

PUSH STRATEGY

PULL STRATEGY

ASPIRE BRAND
CONTINUED……
 Intelligentfeatures, intuitive
functionality, and exceptional
performance.
 Self-expression and self-satisfaction
 Pride 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.
 JAZZ TELEVISION


 Entry in Indian market……...28th Sept.

2008
Aimed at …………………...audiophiles ,

 higher end
 consumers
Costs………………………..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

P R IN T M E D IA

A D V E R T IS E M E N T

S E R V IC E S
SERVICES
 PEOPLE INVOLVED IN
POSITIONING

MARKETING


PRODUCT PLANNING

RESEARCH AND DEVELOPMENT
COMPETITION :
 LG vs SAMSUNG
LO C A LIZ E D P O S IT IO N IN G
FO C U S O N LO C A L R & D
R A N G E O F P R O D U C T S IN A
W ID E R A N G E
D E A LE R N E T W O R K IS V E R Y
STR O N G
M A N Y P R O D U C T S S P E C IA LLY
FO R IN D IA
P O S IT IO N G O N A M U C H
G LO B A L B A S IS
C E N T R A LIZ E D R & D
LE S S E R R A N G E O F PR O D U C T S
D E A LE R N E T W O R K N O T A S
STR O N G
LE S S IN D IA N C U S T O M E R -
C E N T R IC P R O D U C T S
 ERROR FREE POSITIONING
 Dummy models for feedback
 Premium models:-
 - Survey done by agencies
 - Customer preferences are taken
 Monthly meeting for quality analysis
 Review of SCR (Service Call Rate)
 - PARTS (Customer knows the features)
 - NON-PARTS (Customer does not know the
 features)
 Time-to-time benchmarking



REPOSITIONING
 JAZZ
Initially launched as JAZZ LCD TV
Did not succeed in market
Re-launched as JAZZ 2
Same features and technology
New marketing strategy
Successful in market
The product has witnessed a
growth of 58% as against
category growth of 42%.
FUTURE STRATEGIES
The 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%
REFERENCES
Marketinginsights from A to Z
 - P. Kotler
Marketing Management
 - Kotler, Keller,
Itvoir.com
lgindia.com
wikipedia.com

 INDUSTRIAL VISIT:- R&D dept.,
sourcing and planning dept.,
THANK
YOU