lg into rural market

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lg into rural market

  1. 1. Lg electronics initiative towards Rural India By Vipin Kumar M.B.A (M&S)
  2. 2. REASONS FOR ENTRY INTO RURAL MARKETING • The Indian rural consumer lives in over 600,000 villages across the country, accounting for over 70% of the population of the country. • For several product categories, rural markets account for well over 60 per cent of the national demand.
  3. 3. LG’s understanding of RURAL MARKET • Increased branch numbers in the Rural Market • Posted 93 area managers across the country • Delegating Area managers with more power • Publicizing by means of road shows, society demonstrations, and localized shows in rural India
  4. 4. Rural market strategy- 4A Approach Affordability Availability Awareness Acceptability
  5. 5. • Affordability – Price Sampoorna- Rs.3000; Cineplus- RS 4900 • Availability – Place 65 Remote Area Offices; 230 service centers; 2,600 mobile authorized service personnel
  6. 6. • Acceptability – Product Product localization LG came out with Hindi and regional language menus on its TVs. LG was the first brand to introduce gaming in TVs in continuations of its association with cricket
  7. 7. Awareness – Promotion Supporting India Cricket Team – ”LG ki Dua, All the Best” Direct engagement with Customers Word of Mouth
  8. 8. Results of the Approach • 20% of the company’s revenue comes from rural India • Largest Market share in Color Televisions (CTVs) • Positive Customer Perception
  9. 9. LG’S PRODUCTS FOR RURAL MARKET
  10. 10. THANKYOU

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