This document discusses LG's marketing strategies for its OLED TVs in India. It provides background on OLED technology and its advantages. It then performs a SWOT analysis, Porter's 5 forces analysis, and discusses LG's marketing mix of product, price, place, and promotion for OLED TVs. Market research findings are presented that show consumers prioritize image quality and connectivity. The document recommends developing health-focused messaging, increasing digital/online influence, offering free OTT subscriptions, and creating sales demo videos in regional languages.

1. MARKETING
STRATEGIES
OF
LG OLED TV
By Group 7:
Shireen Iftkhar Ahmad(19DM196)
Shreyansh Singh (19DM206)
Sneha Shaw (19DM216)
Tanvi Mangal (19DM226)
Zaisha Chadha (19DM237)
Divya Singhal (19DM248)

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LG ELECTRONICS INC.
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ABOUT OLED
OLED TVs use a display technology called OLED (Organic Light Emitting
Diodes) that enables displays that are brighter, more efficient, thinner, flexible
and with higher contrast and faster refresh rates than either LCD.
Each pixel in an OLED TV emits light on its own eliminating a backlight
source (as in LED & LCD displays) making OLED TVs up to 10 times more
slimmer.
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Advantages of OLED

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SWOT ANALYSIS
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o Stable
government since
2014.
o Fall in basic
custom duty
o Rise in disposable
income.
o Fastest growing
economy.
o Low labour cost.
o Aspiration for
improved
lifestyle.
o Health
consciousness
o Pioneer of
technology .
o Trend of AI &
IOT.
o Implementation
of GST.
o Paris
Agreement
o Sustainability
shift under
CSR

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PORTER’S 5 FORCES ANALYSIS
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LOW
 LG is self-equipped
with its technological
innovations.
 Efficient supply chain.
MODERATE TO
HIGH
 Increased awareness
and choices.
 Incentives and good
after sales service.
LOW
 Pioneer of technology
in OLED.
 Operates in premium
category.
HIGH
 Low priced
products from
competitors
 Competition from
it’s own range of
UHD.
COMPETITIVE RIVALRY:
HIGH
 Competition from SONY &
SAMSUNG(aggressive
marketing promotions &
similar features)

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MARKETING MIX
PRODUCT
OLED TVs with OLED
displays.
Four models:
• W8
• E9
• C9
• B9
PRICE
• The price range
varies from 1.6 lacs
to 3.5 lacs.
PLACE
1.Brand stores
2.Multi brand outlets
3.Modern trade
4.Region speciality
stores.
PROMOTION
Non aggressive
promotional strategies.
eg: billboards and
hoardings, digital
platforms, print media.

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SEGMENTATION

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TARGETING

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A premium range of television series for the resourceful and the tech
freaks providing excellent picture quality, innovative design, a slim,
light and futuristic display, backed by the strong brand equity of LG.
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POSITIONING

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MARKET SURVEY
No. of Dealers Visited : 4 in Noida and Greater
Noida Region
No. of Customers Surveyed : 60 in Jagat Farm,
Mall of India and Ansal Plaza Mall

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There is a significant shift in the
technological awareness among
the consumers.
While only 3% respondents were
expert users who know all in and
out about the technology
Around 74% of the respondents
are well aware about the consumer
technologies in use and want to
keep up with the current
technology.
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SURVEYFINDINGS

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Around 37% of the respondents stated
that they consider Image Quality as the
most favorable feature while finalizing a
model.
Simplicity of use was the concern of
18% of the respondents while
Connectivity and synchronization were
the feature choice of 24% of the
respondents.
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SURVEY FINDINGS

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28% of the respondents prefer 55-inch
TV.
Around 43% of the respondents would
like to buy a TV which is more than 50
inch in size.
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SURVEY FINDINGS

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For 40% of the respondents TV
Advertisements is the most
effective channel.
Also for around 40% respondents
online communication channels
are most effective.
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SURVEY FINDINGS

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RECOMMENDATIONS
Develop a new positive intangible benefit for TV consumers
by focusing on healthy living trend .
Adopting digital influence and online tech reviewing once a
month.
Giving customers free subscription to the OTT platforms like
amazon prime and hotstar can help in luring new users.
A sales pitch demo video on how to pitch a product to a
customer in regional languages .

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