LG operates across 6 divisions - home appliances, mobile communications, home entertainment, computer products, air conditioning, and business solutions. Within each division are various product lines. For example, in home appliances LG produces refrigerators, washing machines, dishwashers, and microwave ovens. LG tailors its wide-ranging product mix to increase market share and profits across industries like consumer electronics, appliances, and telecommunications. Managing such a diverse product portfolio requires constant evaluation and adjustment to customer demands.

1. Product Mix With Example
Of LG
 Presented By :-

3. Introduction
 LG Corporation formerly Lucky Goldstar
Established in 1997, LG Electronics India (LGEI) is a
wholly-owned subsidiary of LG Electronics, South Korea.
It is one of the leading companies in consumer
electronics, home appliances and computer peripherals in
India.
 LG is the market leader in various segments like colour
TVs, microwave ovens, frost-free refrigerators, washing
machines and air-conditioners, with market shares of
26.2 per cent, 41.2 per cent, 37.9 per cent, 34.1 per cent
and 34 per cent respectively.

4. The marketing is the
management process
responsible for IDENTIFYING
,ANTICIPATING and
SATISFYING customer
requirements profitably

5.  The bundle of utilities or the physical and
psychological satisfaction that the buyer
receives is provided by the seller when he
sells a particular product.
 Philiphs Kotler defines product as:
“A product is anything that can be offered to a
market for attention, acquisition use or
consumption that might satisfy a want or a
need.”
 A bundle of utilities consisting of various
product features and accompanying
services.
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7. Layers of product

8. Product mix is a combination of products
manufactured or traded by the same
business house to reinforce their
presence in the market, increase market
share and increase the turnover for
more profitability. Normally the product
mix is within the synergy of other
products for a medium size
organization. However large groups of
Industries may have diversified products
within core competency. Videocon, L.G,
are some examples.
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9.  Number of products: The amount of products
that is produced by a particular company.
 Range of product: A complete portfolio of
products that a company manufactures and/or
markets.
 Type of product: A group of items within a
product line that share one of several possible
forms of the product.
 Product consistency: It refers to how closely
related the various product lines are in end use,
product requirements, distribution channels.
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10. 10

11. Headquarters of lg
11
Greater
Noida,Delhi

12.  A Global electronics and Telecommunications
company.
 Second largest electronics manufacturer.
 Third largest appliance in the world.
 Worlds second largest manufacturer of television
sets and third largest producer of mobile phones.
 LG group is the merger of LUCKY and
GOLDSTAR, two Korean companies.
 By 2005, LG was among top 100 global brands
and in 2006, LG recorded a brand growth of
14%.
 LG‟s display is now the worlds largest plasma
panel manufacturer.
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13. Since its initial years in India, LG has focused on
bringing out new models regularly in its product
range. In its first year of operation in India, LG
launched 70 models across a range of products. In
1997, it introduced its Golden Eye Technology TV,
which had a light sensitive natural algorithm „eye‟.
The „eye‟ responded to the changes in lightening in the
room, accordingly and adjusted colour sharpness,
brightness, contrasting and balance them
automatically.
Thus, LG showed that it cared for customer health
through its products. LG‟s concern for health of
customers was its unique selling proposition(USP) in
the Indian consumer durable market.
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14. DIMENSION OF
PRODUCT MIX
LG operates its business through 6 divisions.
These are also the product width of LG
Electronics. These are:
1. Home appliances
2. Mobile communications
3. Home entertainment
4. Computer products
5. Air conditioning
6. Business solutions
The items that comes in the product width is
the product line. 14

15.  Home appliances: The home appliances make products like
refrigerators and washing machines. The various home
appliances are:-
1. Side by side refrigerator
2. Double door refrigerator
3. Single door refrigerator
4. Washer dryer combos
5. Front load washing machine
6. Top load washing machine
7. Semi automatic washing machine
8. Dish washer
9. Microwave oven
10. Vacuum cleaner
11. Air purifier
12. Water purifier 15

16.  Mobile communications: LG mobile devices
are made for GSM as well as for CDMA networks
worldwide. The various mobiles are:-
1. Smart phones
2. Touch phones
3. Multi media phones
4. Dual sim phones
5. Basic phones
6. All types of mobile phones
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17. Home entertainment: The home entertainment
makes products like TV‟s, DVD Players etc.
For example:-
1. LCD TV
2. Plasma TV
3. Color TV
4. Music system
5. DVD Player
6. LED LCD TV
7. Blue Ray Players
8. Home Theater System
9. USB Memory
10.DVD Records
11.MP3 Players
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18.  Computer products: LG provides following
computer products:-
1. Desktop
2. Flat panel monitors
3. LCD monitors
4. Projector
5. Optical media
6. Notebook
 Air conditioning: The various types of ACs are:-
1. Split AC
2. Window AC
3. Cassette AC
4. Ducted AC
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21.  Changes in demand of product.
 Change in purchasing power or behavior of the
customers.
 Change in company targets.
 The competitor‟s actions and reactions.
 Development of by-products at low cost.
 Spare marketing capacity.
 Financial influences of the firm.
 Goodwill of the firm.
 Advertising and distribution factors.
 Possibility of adding new product to its product line
at less cost.
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22. Managing the product mix for a
company is very demanding and
requires constant attention. Top
management must provide accurate
and timely analysis of their
company‟s product mix so the
appropriate adjustments can be made
to the product line and individual
product.
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