DESK RESEARCH ON STP AND CHANNEL DESIGN OF LG ELECTRONICS

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DESK RESEARCH ON STP AND CHANNEL DESIGN OF LG ELECTRONICS.

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DESK RESEARCH ON STP AND CHANNEL DESIGN OF LG ELECTRONICS

  1. 1. DESK RESEARCH ON STP AND CHANNEL DESIGN OF LG BY- SHAHBAAZ AHMED SUNDRAM SINHA SALONI RAMAN MISHRA RAJNI VASHISHT SHRAVAN KUMAR SWATI SHARMA
  2. 2. INTRODUCTION 1. MARKET LEADER OF CONSUMER DURABLES. 2. INNOVATOR IN IT AND MOBILE COMMUNICATIONS. 3. LG ELECTRONICS INDIA PVT. LTD., SUBSIDIARY OF LG ELECTRONICS, S. KOREA, ESTABLISHED IN 1997. 4. MERGER OF 2 KOREAN COMPANIES , LUCKY AND GOLDSTAR.
  3. 3. INTRODUCTION 6. STARTED THE PRODUCTION OF ECO- FRIENDLY REFRIGERATORS AND ESTABLISHED ASSEMBLY LINE FOR ITS PC MONITORS AT G. NOIDA MANUFACTURING UNIT IN 2001. 7. 2ND MANUFACTURING UNIT IN PUNE IN 2004.
  4. 4. HOME ENTERTAINMENT • HOME APPLIANCES
  5. 5. MOBILE COMMUNICATION • AIR CONDITIONS & ENERGY SOLUTIONS
  6. 6. SEGMENTATION GEOGRAPHIC • URBAN •(TIER 1 TIER 2 CITIES) •RURAL DEMOGRAPHIC •INCOME •(HIGH, MIDDLE CLASS) •AGE GROUP •OCCUPATION PSYCHOGRAPHIC •LIFESTYLE •PERSONALITY BEHAVIORAL •OCCASION •BENEFITS
  7. 7. TARGETING ON THE BASIS OF THE PRODUCT THAT THEY ARE OFFERING TO THE CONSUMERS. CONCERNED OF SPECIFIC LIFESTYLE PRODUCTS. PLASMA TV, LCD, TV DIOS RFRIGERATORS UPPER CLASS WHO WANTS QUALITY PRODUCT AT THE BEST PRICE PREMIUM CLASS
  8. 8. POSITIONING 1. TAGLINE- “LIFE’S GOOD”. 2. DIFFERENCIATE THE PRODUCTS ON THE BASIS OF TECHNOLOGY WHICH APPEALED TO THE CONSUMER ON THE BASIS OF HEALTH BENEFITS. 3. CORPORATE PHILOSOPHY TO MAKE PEOPLE’S LIVES BETTER, CONVENIENT AND HEALTHIER. 4. YOUNG, VIBRANT AND PREMIUM. Eg- ABHISHEK AS BRAND AMBASSADOR, USE OF
  9. 9. POSITIONING 1. “HEALTH” AD CAMPAIGNS 2. “GOLDEN EYE TELEVISIONS” TO REDUCE EYE STRAIN. 3. “HEALTH AIR AC’S” AS ANTIBACTERIAL FILTER. 4. “HEALTHWAVE SYSTEM” IN MICROWAVE OVENS. 5. SPONSORSHIP OF INDIAN CRICKET TEAM IN ICC WORLD CUP 2003. 6. DISCOUNTS DURING DIWAALI FESTIVAL.
  10. 10. CHANNEL DESIGN 1. DIRECT DEALER CHANNEL- 2. SUB DEALER/ DISTRIBUTOR CHANNEL
  11. 11. DISTRIBUTION NETWORK 1. REGIONAL DISTRIBUTION MODEL- ALL DISTRIBUTORS WORK DIRECTLY WITH THE COMPANY. 2. 46 Branch Offices and Another 110 Area Offices Across the Country.
  12. 12. MARKETING CHANNEL Manufacturer Direct Channels Indirect Channels Direct Sales Online Marketing Telemarketing Manufacturers’ Representatives Industrial Distributors Customer Segments
  13. 13. DIRECT CHANNEL 1. STORES THAT DIRECTLY SELLS TO END CONSUMERS. 2. EXCLUSIVE STORES OR SHOWROOMS- MORE FOCUS FOR PROFITABILITY AND LARGE VOLUMES. 3. MULTI BRAND SHOPS. 4. 34 % OF SALES . ADVANTAGES- a) NO LOSS OF MARGINS THROUGH INTERMEDIARIES. b) COMPLETE CONTROL OVER DISTRIBUTION PROCESS.
  14. 14. DISTRIBUTOR CHANNEL 1. SMALL RETAILERS WHO LACKS CAPITAL TO BUY DIRECTLY FROM LG. 2. DIRECT DEALERS HAVE ATLEAST ADDITIONAL 3 % MARGIN. 3. 49% OF SALES. ADVANTAGES- a) ALLOWS PENETRATION OF FRAGMENTED DISPERSED MARKET. b) EASES LOGISTICS FOR BUYERS WHO BUY DIFFERENT ITEMS.
  15. 15. PROCESS OF DISTRIBUTION GOODS ARE DISPATCHED TO C/F’S ON CONSIGNMENT BASIS. DISTRIBUTORS SOURCE THE ORDER OF GOODS FROM THE WAREHOUSES SERVED BY C/F’S RETAILERS ORDER THEIR REQUIREMENT FROM DISTRIBUTORS. GOODS ARE BOUGHT BY THE CUSTOMERS FROM RETAILERS.
  16. 16. MARKETING STRATEGY 1. OBJECTIVE- FOCUS ON INNOVATION TO ATTRACT MORE TECHNOLOGY SAVVY CONSUMERS. AND THE COMPANY IS ASPIRING FOR- KEEP INNOVATING. 2. SET ITS SHORT TERM AND LONG TERM TO RANK AMONG TOP 3 ELECTRONICS, INFORMATION AND TELECOM FIRMS IN THE WORLD.
  17. 17. E-CHANNELS 1. SOCIAL NETWORKS 2. VIDEO CHANNELS- YOUTUBE. 3. MOBILE APPS AND WIDGETS.
  18. 18. COMPETITIVE ANALYSIS
  19. 19. MARKET SHARE LG 26% SAMSUNG 23%VIDEOCON 17% ONIDA 9% OTHERS 25% Sales LG SAMSUNG VIDEOCON ONIDA OTHERS
  20. 20. MARKET SHARE AS CATEGORIES
  21. 21. 1. NO. 2 PLAYER IN MARKET SHARE (VOLUME TERMS) 2. SAMSUNG IS THE MAIN COMPETITOR OF LG ELECTRONICS IN INDIA. 3. SAME TARGET AUDIENCE AND PRODUCT CATEGORIES.
  22. 22. SWOT ANALYSIS STRENGTH •WIDEST DISTRIBUTION NETWORK. •WIDE RANGE OF PRODUCT CATEGORIES WEAKNESS •COMPARISON WITH RIVAL COMPETITOR SAMSUNG . •SIMILAR PRODUCT CATEGORIES AS COMPARED TO ITS COMPETITORS. OPPORTUNITIES •SHIFT TO RURAL MARKET •GROWTH OF HOME APPLIANCES MARKET TO LAUNCH NEW PRODUCTS THREATS •PRICE WAR BETWEEN PRODUCTS. •COMPETITION FROM NEW ENTRANTS.
  23. 23. BCG MATRIX QUESTION MARKS- LG COMPUTERS STARS- LG LCD TELEVISION CASH COW- WASHING MACHINES, REFRIGERATORS, MICROWAVE OVENS. DOGS- LG MOBILE

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