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Executive summary

Indian Consumer durables market used to be dominated by fewdomestic players like Godrej Voltas Allwyn and Kelvinator. Butpost liberalization many foreign companies have entered intoIndian market dethroning the Indian players and dominating

Indian market the major categories being CTV, REFRIGRATOR, AIRCONDTIONERS and WASHING MACHINES. India being the secondlargest growing economy with huge consumer class has resultedin consumer durables as the fastest growing industries in India.

LG, SAMSUNG the two Korean companies have been maintainingthe lead in the market with LG being leader in almost all thecategories. The rural market is growing faster than the urban

market, although the penetration level is much lower .The CTVsegment is expected to the largest contributing segment to theoverall growth of the industry. The rising income levels double-income families and consumer awareness are the main growth

drivers of the industries. Consumer durables major LG ElectronicsIndia Pvt Ltd (LGEIL) will invest nearly Rs 500 crore in India this

year in research and development, brand-building and othermarketing initiatives. The company, having a turnover of Rs 9,500

crore and market share of 26 percent, is investing Rs 360 crore

on brand-building and other marketing initiatives and around Rs140 crore on research and development, besides launching newplatforms in information technology and related areas, LGs

innovative 211 campaign to provide quality after-sales service,will also be expanded from the existing 22 to 40 cities by next

month, the campaign, for which IT infrastructure has been set up,includes the companys response to customer complaint within

two hours. The fixing time for complaints varies from one hour toa maximum of 24 hours.

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Scope of the project

This project gives us great exposure to the consumer durablemarket because it includes product knowledge and field surveyjob in which we visited the LG stores in Delhi. Incidentally Diwalitime was nearing during our survey period which exposed us toanother aspect of product promotion. LG always insist the 50%

display share of LG product because LG believes that JODIKHTA HAI WO BIKTA HAI.

While visiting the shops we

1. Calculated the display share of the LG product in every shop.2. Collected the data of actual monthly sale of the LG products infew shops.3. Checked the availability of LG catalogue and the POPs in thestore.4. Found out the problems that the dealer are facing while sellingthe LG products.5. Found out the customer response for LG products by asking

the owner of the shop.6. Found out the distributor name from who they werepurchasing their products and also whether they have directdealership and which brand.7. Checked whether demo calls are attended or not

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Key findings:-

1. By calculating the display share we found that in most of store

LG has 50% display share almost all categories.2. By the actual monthly sale of particular store we came to knowthe capacity of the store and how much product can they sell.3. It helps us to know that weather dealer is capable of being adirect dealer of LG or not and it also helps to find out the newdealers who are capable of being an LG dealer.4. We also came to know while visiting the shops that there wasbig problem of after sales service.5. Many dealers were facing the problem of after sale servicebecause there is no follow up calls from LG.

6. Demo calls also not done properly.

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INTRODUCTION

Before the liberalization of the Indian economy, only a fewcompanies like Kelvinator, Godrej, Alwyn, and Voltas were the

major players in the consumer durables market, accounting for noless than 90% of the market. Then, after the liberalization, foreign

players like LG, Sony, Samsung, Whirlpool, Daewoo, and Aiwacame into the picture. Today, these players control the majorshare of the consumer durables market. Consumer durables

market is expected to grow at 10-15% in 2010-2011. It is growing

very fast because of rise in living standards, easy access toconsumer finance, and wide range of choice, as many foreign

players are entering in the market With the increase in incomelevels, easy availability of finance, increase in consumer

awareness, and introduction of new models, the demand forconsumer durables has increased significantly. Products likewashing machines, air conditioners, microwave ovens, color

televisions (CTVs) are no longer considered luxury items.However, there are still very few players in categories like

vacuum cleaners, and dishwashers Consumer durables sector ischaracterized by the emergence of MNCs, exchange offers,

discounts, and intense competition. The market share of MNCs inconsumer durables sector is 65%. MNC's major target is the

growing middle class of India. MNCs offer superior technology tothe Consumers whereas the Indian companies compete on thebasis of firm grasp of the local market, their well-acknowledgedbrands, and hold over wide distribution network. However, thepenetration level of the consumer durables is still low in India.

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Classification of consumer durables sector

1. Consumer electronic include vcd/dvd, home theatre, musicplayer, color television (CTVs), cameras, camcorders, portable

audio, Hi-Fi, etc2. White goods include dishwashers, air conditioners, heaters,washing machines, refrigerators, vacuum cleaners, kitchenappliances, non-kitchen appliances, microwaves, built-inappliances, Tumble dryer, personal care product etc.3. Moulded luggage include plastics4. Clocks and watches5. Mobile phones

Scope

1. In term of purchasing power parity (PPP), India is the 4thlargest economy in the world and overtake Japan in the nearfuture become the 3rd largest.2. Indian consumer durable market is expected to reach $400billion by on 20113. India has the youngest population amongst the majorcountries. There are lot of people in the different income

categories nearly the two third population is below the age of35 and nearly 50% is below 25.4. There are 56 million people in middle class, who are earningus$4,400-US$21,800 a year. And there are 6 million richhousehold in India.5. The upper-middle and high-income household in urban areasare expected to grew to 38.2 million in 2007 as against 14.6million in 2000.

Opportunity

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1. In India the penetration level of white goods is lower ascompared to other developing countries.

2. Unexploited rural market.3. Rapid urbanization.4. Increase in income level, i.e. increase in purchasing power ofconsumers.5. Easy availability of finance.

Threats

1. Higher import duties on row materials.

2. Cheap imports from Singapore, China and from other Asiancountries.

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Brands in consumer electronics sector

MNCs NATIONAL

REGIONALLG ) ONIDA BUSHSAMSUNG ) KOREA VIDEOCON CROWNHYUNDAI ) BPL SALORA

TCL ) CHINA GODREJ T-SERIEHAIER ) VOLTAS WESTONIFB BELTAK

PHILIPS ) HOLLAND OSKAR

PANASONIC )SHARP )HITACHI )SANSUI ) JAPANAKAI )AIWA

WHIRLPOOL )

ELECTROLUX

TODAYConsumer durables sector is characterized by theemergence of MNCs, exchange offers, discounts, and intensecompetition. The market share of MNCs in consumer durables

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sector is 65%. MNC's major target is the growing middle class ofIndia. MNCs offer superior technology to the LG, SAMSUNG thetwo Korean companies has been maintaining the lead in theindustries with LG being leader in almost all the categories.

The company, having a turnover of Rs 9,500 crore and marketshare of 26 per cent, is investing Rs 360 crore on brand-buildingand other marketing initiatives and around Rs 140 crore onresearch and development, besides launching new platforms ininformation technology and related areas.

LG Electronics is one of the leading companies in the field ofelectronics with a global presence in many countries.Beforebriefing, we have divided the introduction part into three mainsub parts.

1. LG Global2. LG India3. LG

History of company:

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The company was originally established in 1958 as Gold Star,producing radios, TVs, refrigerators, washing machines, and airconditioners.

1958-1969-GoldStar The Electronics Industry Dream

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1970-79 GoldStar symbol of The Technolgoy

1980-88 :- INTERNATIONALIZATION

1989-94 INOVATION

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1995-98 GLOBAL LEADERS LG ELECTRONICS

1999-2003-DIGITAL MANAGEMENT

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2004-2006 GREAT PEOPLE GREAT DESIGN

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2007-THE PEOPLE COMPANY

The LG Group was a merger of two Korean companies, Lucky andGold Star, from which the abbreviation of LG was derived. Thecurrent "Life's good" slogan is a backronym. Before the corporate

Name change to LG, household products were sold under theBrand name ofLucky, while electronic products were sold underthe brand name of Gold Star. The Gold Star brand is stillperceived as a discount brand.In 1995, Gold Star was renamed LG Electronics, and acquiredZenith Electronics of the United States.

Global Operation:

LG Electronics is playing an active role in the world market withits assertive global business policy. As a result, LG Electronicscontrols 110 local subsidiaries in the world with around 82,000executive and employees.

LG Group1. LG.Philips LCD2. LG Chemical3. LG Telecom4. LG Powercom

5. LG Twins6. LG DacomBusiness areas and main productsMobile communications(a) CDMA Handsets,(b)GSM Handsets,(c) 3G Handsets,

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(d) Cellular PhonesDigital appliancea) Air Conditioners,b) Refrigerators,

c) Microwave Ovens,d) Washing Machines,e) Vacuum Cleaners,f) Home Net,g) Compressors for Air Conditioners and RefrigeratorsDigital displaya) Plasma TVs,b) LCD TVs,c) Micro Display Panel TVs,d) Monitors,

e) PDP Modules,f) OLED Panels,g) USB Memory,h) Flat Panel Computer MonitorsDigital mediaa) Home Theater Systems,b) DVD Recorders,c) Super Multi DVD Rewriters,d) CDRW,

e) Notebook PCs,f) Desktop PCs,g) PDAs,h) PDA Phones,i) MP3 Players,

j) New Karaoke Systems,k) Car Infotainment

VISION

Global Top 3 by 2010

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Global Top 3 Electronic/Telecommunication company

GROWTH STRATEGY

Fast innovation, Fast growth

CORE COMPETENCY

Product leadership, Market leadership, People

leadership

CORPORATE CULTURE

No excuse, we not I, Fun workplace

SLOGAN

"Life's Good" represents LG's determination to providedelightfully smart products that will make your life good.

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The LG Electronics Life's Good signature consists of the LG logo,

seal, and the slogan, "Life's Good" set in Charlotte sans typefacecurved around the LG symbol. The curving of the sloganreinforces LG's personality and uniqueness. The consistent usageof this signature clearly establishes the unique identity of thecompany and unifies every division and product from LGElectronics across the globe.

THE SYMBOL

The symbol of LG is the face of future. The letter L and G in acircle symbolizes world, future, youth, humanity & technology. LGphilosophy is based on humanity. It also represents LGs efforts tokeep close relationship with our customers around the world.

The symbol consists of two elements.

1. The logo in LG gray2. The stylized image of human face in the unique LG red color.

Red color represents our friendliness and gives a strongimpression of LGs commitment to deliver the best.

The circle symbolizes The Globe. The stylized image of a smilingface in the symbol conveys Friendliness andApproachability.

The one eye on the symbol represents Goal-oriented, Focused& Confident.

The slogan of LG is Lifes Good. It expresses BrandsValue , Promises, Benefits , Personality .

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THE PARTNERSHIP

LG Electronics chooses to promote harmony and buildconstructively on a labor-management relationship rather than anemployee-employer relationship. This illustrates thatmanagement and workers are not in a vertical relationship, but ina horizontal one.

This culture is necessary for LG Electronics as it strives to becomeone of the world's top companies. Such a relationship istransformed into a value-creation relationship whereby bothparties endeavor to address mutual problems andcreate new values together.

STRATEGIC ALLIANCE

LG Electronics is making technical advances andidentifying business opportunities through variousassociative relationships with some of the world's leadingcompanies.

LG Electronics is striving to become number one in the world bymingling in various business and technological fields and makingstrategic alliances with world famous companies. "Strategicassociation between corporations," in which companies withdifferent infrastructures cooperate in the fast-developing 21stcentury business field, is of key significance in terms ofstrengthening the existing industry and creating a new one.

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LG Electronics will do its best to create new products andservices with an open mind, while developing new technologiesand business fields through various associations with some of the

world's most successful companies.

1. 3M2. SUN3. YAHOO4. PHILLIPS5. TOYOTA6. MICROSOFT7. HP8. GOOGLE

9. GE10.INTEL11.NORTEL12.HITACHI13.PRADA14.RENESAS15.TOSHIBA16.BESTBUY

And the number follows many more..In Feb. 2007 LG Electronics and Yahoo formed a strategic alliance.

Yahoo mobile services will be available from LG mobile. Thisservice is targeting 10 million LG mobile phones in over 70countries.

In Mar. 2007 LG Electronics and Google formed a strategicalliance. Both companies will work together to release, market,and offer LG mobile phones with Google services (search engine,map, email, and blogs).

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LG BRAND IDENTITY:-

The brand of LG is delightfully smart. LG strives to enhance thecustomers life and lifestyle with intelligent features, institutivefunctionality and exceptional performance.

The brand platform:-

The LG brand is composed of four basic elements

1. Value2. Promise3. Benefits4. Personality

The Brands core Value that never changes.

a. Trust,

b. Innovation,

c. People

d. Passion

The benefits that are consistently delivered to the customerincludes

a) Reliable products

b) Simple design

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c) Ease of use

d) Extraordinary Experience

Personality describes the human characteristic that are expressedto the customer through

Trustworthy, ConsideratePractical, Friendly

The Internal Culture of LG:

LG practices four cultures

1. Learning Culture

2. Boundary less Environment

3. A Carrier

4. Growth

According to LG, the Learning Culture continuously helps theemployee to learn more and more to develop the habit ofcontinuous learning.

Boundary less Environment means that there is no difference

between the levels of employees. There is transparency betweenthe work and mutual understanding between all the employees.

A carrier is highly growing in LG and one who is the employee candevelop their carrier largely. A new comer will feel fully

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comfortable in the company and for a new comer the company isvery helpful in the overall growth of personality.

Growth in LG is very high for those who are in the company and

for those who want to join in LG. The company is growing withfast innovation and the BLUE Ocean strategy is one of theexamples of growth.

Mission

The mission of LG is to provide the customers with utmostsatisfaction through leadership. The fundamental policy ofdevelopment is to secure product leadership that the Customersmay have the utmost satisfaction.

Product Leadership

We are focusing on six development areas to become the productleader.

1. New Machine

2. Reliability

3. Conventional Installation

4. Environment Friendly Product

5. Low Noise & Vibration

6. Energy Saving

Quality Innovation

The policy of quality assurance is to provide customers withutmost satisfaction by supplying zero defects.

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LG proceeds in a hierarchal manner. It is named as LG WAY.

From top to bottom:

No.1 LG is the VISION

Jeong-DO Managementis LGs unique application to ethics.

LG will succeed through fair management practices andconstantly developing our business skill.

A) Honest with our customer

b) Providing great values to customer through constant

innovation & and development.

c) Equal opportunities

d) Equal Treatment

Management Principle - Creating value for customer

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Code of conduct of LG

1. Responsibility and obligations to customers :

Respect for Customers Creating Value Providing Value

2. Fair competition

Pursuit of Free Competition

Compliance with Laws and Regulations

3. Fair Transaction :

Equal Opportunity Fair Transaction Procedure Support and Aid for Business Partners

4. Basic Ethics for Employees

Basic Ethics Completion of Duty Self Development Fairness in Performance Avoidance of conflict with company interest

5. Corporate Responsibilities to employees

Respect for human dignity Fair Treatment

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Promoting Creativity

6. Responsibilities to society and country

Rational Business Development Protection of stock holder interest Contribution to social development Environmental Conservation

LG INDIA

LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LGElectronics, South Korea was established in January 1997 afterclearance from the Foreign Investment Promotion Board (FIPB).LG set up a state-of-the art manufacturing facility at GreaterNoida, near Delhi, in 1998, with an investment of Rs 500Crores.

LG corporate office is located at Plot no.51, Udyog Vihar, KasnaRoad, Greater Noida, India. This facility manufactured Color

Televisions, Washing Machines, Air-Conditioners and MicrowaveOvens.

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''Company is setting up a chain of exclusive premium showrooms.LG plans to launch 60 premium Brand Shoppes by the end of thefirst quarter of this year. At present, LG has a total of 83 LG storesacross the country, of which 45 are shops and 38 are exclusive

stores. Brand shops will be placed in the premium segment andthe target audience will comprise buyers interested in premiumand high end products.

LG Brand Shoppe goes beyond the concept of a normal exclusivestore by having a more interactive environment and additionallifestyle orientation on display so that the customer can actuallyexperience the LG products in his or her own home settings.

LG Electronics India Ltd (LGEIL), consumer durables leader with

27% market share, is planning a brand new image. To attractinspirational and young consumers across India, company will rollout a new marketing strategy. The exercise will cost the companyRs 360 crore.

LG Electronics India is the fastest growing company in theconsumer electronics, home appliances, and computerperipherals industry today. LG Electronics is continually providing,superior technology products & value for money to more than 50

lakh households in India. LGEIL is celebrating the 11thanniversary this year.

LG Soft India the innovation wing of LG Electronics in Bangaloreis LG Electronics' largest R&D centre outside Korea. We atLGSI focus on niche technology areas such as mobile applicationdevelopment, digital video broadcast and biometrics software andsupport LG Electronics with our expertise. Motivated by a passionfor technology, a strong work culture and loyalty to theorganization, we are determined to see LG become one of the topthree brands globally.

Prominent consumer electronic company, LG Electronics Inc. hassaid that it expects the sale of its products in India to up by 15per cent in 2011. Moon Bum Shin, managing director of LGElectronics India has said that the company has earmarked 4.8

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billion rupees for investment purpose in India this year. The saidmoney will be used to market as well as manufacture newproducts.

LG Electronics, which is originally a South Korean Company withbranch in India, informed that its sales of GSM mobile phones,color televisions, air conditioners and other household goods inthe Indian market was to the tune of 95 billion rupees ($2.4billion) in 2010. As per Shin's estimate, the sales in 2011 would bearound 110 billion rupees. In order to achieve its target, Shin saidLG Electronics will concentrate on catering to the high-endconsumer market which will help boost sales this year. Indiachurns out six (6) per cent of LG Electronics global revenues of$42 billion. The Indian branch of LG exports to 40 countries.

India challenges

The challenges faced by LG when entered in Indian market

1. Low brand awareness about LG in India.

2. One of the last MNCs entered in India (Samsung, Panasonic

entered in 1995 in India).

3. High import duty

4. Compitition from local market players and other MNCs in

consumer durable segment.

5. Price sensitiveness of the Indian consumer

LGEI over comes these challenges to emerge as

Innovative marketing strategy

1. Launch new technologies in consumer electronic and home

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appliances.

2. LG was the first brand to enter in cricket in big way a way,

by sponsoring the 1999 world cup followed it up in 2003 as

well.

3. LG brought in four captains of the Indian cricket team to

endorse its products. LG invested more then US$ 8 million

on advertising and marketing in this sport.

4. LG has differentiated its product using technology and

health benefits. CTV has Golden eye technology Air

conditioner has Health airsystem and microwave ovens

have the Health wave system.

Local and efficient manufacturing to reduce the cost

To overcome high import duties LG manufactures TV refrigeratorin India at manufacturing facility at Noida and . LGEI had alreadycommissioned contract manufacturing at Mohali Kolkata andBhopal for CTVs. This has helped LGEI to reduce cost. LGEIimplementing the Digital manufacturing system (DMS) as thecost cutting innovation this system is follow-up to the six sigmaexercise LGEI had initiate earlier.

R&D potential

LG has the research and development facilities in Bangalore and .Both the unit carry out R&D department for the domestic as wellas the parent company it also dose customize R&D for the specificcountries to which it export product.

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Regional channel and wide distribution network

1. LG has adopted the regional distribution channel in India.

All the distributers work directly with the company. This

has resulted in quicker rotation of the stock and better

penetration into B, C, D, class market.

2. LG also follows the stock rotation policy rather then

dumping stock on channel partners.

Product localization:-1. Product localization is the key strategy used by the LG2. LG came out with Hindi and regional language menus on its

TVs.3. Introduced the low-priced Cineplus and Sampooma for therural market.4. LG was the first brand to introduce gaming in TVs in

continuations of its association with cricket LG introduce cricketgame in CTVs

MAJOR KEY SUCCESS FACTORS:

1. Innovative marketing - LG was the first brand to enter cricketin a big way, by sponsoring the 1999 World Cup and followed

it up in 2003 as well.2. Local and efficient manufacturing to reduce cost - To overcome

high import duties, LG manufactures PC monitors andrefrigerators in India at its manufacturing facility at Noida,Delhi.

3. Commissioned contract manufacturing at Mohali, Kolkata andBhopal for CTVs.

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4. Product localization - Product localization is a key strategyused by LG. It came out with Hindi and regional languagemenus on its TV.

5. Regional distribution model - This has resulted in quicker

rotation of stocks and better penetration into the B, C and Dclass markets.6. Leveraging Indias IT advantage - LG Electronics has awarded

a contract to develop IT solutions to LG Soft India (LGSI). Theproject involves development and support for ERP, SCM, CRMand IT-enabled services for LG.

Strategies adopted by the organization:

LG follows 10 commandments which are as follows.1. Foster working environment-5S Environment2. Fast execution is key to success3. Transparent and fast communication-open communication4. Update market -knowledge Demographics5. Win Win relationship with the trade partners6. Customer is the king

7. Even Billing Road to ach supplier A8. Be in touch with the market (70% Market, 30% Office).9. Plan and Execute annual marketing Calendar-Time to market10.Display share of 50% -to get 50% consumer share.

LG market share of consumer appliances and consumerelectronic:-

LG position of CTV in various states in IndiaLG position of REF in various states in IndiaLG position of WM in various states in IndiaLG position of AC in various States in IndiaLG position of Audio & Home Theater in various in IndiaLG position of DVD in various in IndiaLG position of MWO in various states in India

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This analysis is based on the ORG survey conducted by LG whichrepresent the LG position of different consumer durables invarious states in India. We selected different brand in different

category as per the market share and the demand of product inmarket. This analysis represents the LG market position duringthe period of March 2011. It shows that LG has capturedmaximum market share almost in every category. LG andSamsung have the maximum market in consumer durable marketbut LG dominate the almost all the category in consumer durable.Prominent consumer electronic company, LG Electronics Inc. hassaid that it expects the sale of its products in India to up by 15per cent in 2011. Moon Bum Shin, managing director of LGElectronics India has said that the company has earmarked 4.8

billion rupees for investment purpose in India this year. The saidmoney will be used to market as well as manufacture newproducts. LG Electronics, informed that its sales of GSM mobilephones, color televisions, air conditioners and other householdgoods in the Indian market was to the tune of 95 billion rupees($2.4 billion) in 2010. As per Shin's estimate, the sales in 2011would be around 110 billion rupees. In order to achieve its target,Shin said LG Electronics will concentrate on catering to the high-end consumer market which will help boost sales this year. India

churns out six (6) per cent of LG Electronics global revenues of$42 billion. The Indian branch of LG exports to 40 countries. Shinremarked that the company was targeting an increase of exportsto $300 million in 2011 from $230 million in 2010.

LG PUNELG Pune is the branch office of LGEIL. It is located in J.M Road. In2004 LGEIL opened second factory which is located inRanjangaon. This plant manufactures all product including DVDwriters and GSM mobiles. Thus it became first company tomanufacture DVD writers in India. The ODP plant aims to reach amanpower base of 1500 people and an investment of Rs 300crore till 2010. LG India will become the export hub for LGWorldwide, catering to the Middle East and African markets. Thecompany aims to touch an export turnover of $3 billion by 2013from India, which will contribute to 30 per cent of the Indian arm's

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turnover. , India, October 6, 2004 -- LGE announced 3 growthstrategies aimed at the 1.1 billion people of India making theIndian market the second largest global production base followingChina. Under this strategy LGE has projected 2007 revenues in

India will exceed US$10 billion, 10 times that of 2004. The three strategies for the Indian market that the globalelectronics giant disclosed included: penetrate the south-westernmarket of India through the new plant near Mumbai, the secondlargest city in India, in addition to the existing northern plant;installs a new GSM handset production line in the new plant anduse it as its second-largest global GSM handset production lineafter the Qingdao plant in China; and expand the current 750 R&Dstaff in India to 1,500 by 2010, striving to develop premiumproducts and export 30% of India-manufactured products to Asia,

Middle East and Africa markets by 2011. LG Electronics secondnew plant in Pune, India covers a total area of 211,200 squaremeters and is currently equipped with a production line tomanufacture 600,000 TVs and one million refrigerators a year.

The company is set to add production lines of air conditioners,washing machines, monitors, and electronic ovens, by 2005. Also,LG Electronics is poised to install a GSM handset production linein the new plant by early next year. The GSM handset lineenvisages a capacity of manufacturing 2 million handsets

annually, and the company expands it to become a global GSMhandset production base with a capacity of an annual 10 millionunits by 2012. In connection with its three growth strategies forthe Indian market, LG Electronics will invest a total of US$150million in establishing facilities and boosting R&D efforts in Indiaby 2010. Specifically, it will invest US$53 million in the secondplant, another US$43 million in establishing the GSM line, andUS$54 million in securing R&D manpower and boosting otherefforts. Through these strategies, LG Electronics aims topenetrate the global market by using China and India as its coreproduction bases, while operating its plants in Changwon andGumi, Korea, as its main production bases. This way, thecompany is pushing to penetrate the global home appliancemarket. The present capacity of the facility is of 1 lakh unit peryear and it shall cater to the need of the domestic markets. LGplans to upscale its operations to a figure of 2.5 lakh units a year

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in the near future. The plant in addition to its currentmanufacturing facility at Greater Noida will enable the companyto enhance its consumer reach and reiterate its commitmenttowards providing

superior technology products to the India consumer. The keystrategies being implemented include increasing the number ofits regional offices from six to eight. LG has split its southernregional office into two, one comprising the states of Tamil Naduand Kerala and the other consisting of Andhra Pradesh andKarnataka. In addition, it has split one of its northern regionaloffices by making Uttar Pradesh a separate region after spinningit out from Delhi NCR. The other four regional offices take care ofEast, Gujarat and Madhya Pradesh, Maharashtra & Goa andPunjab, Haryana & Rajasthan respectively. In the coming year, LG

is also repositioning its marketing spends, resulting in asignificant increase in its mass media expenditure for betterbrand visibility. LG had a marketing budget of Rs 320 crore in2007 with a 60:40 split in favor of below-the-line activities. Nextyear, the company plans to increase the share of mass mediaeven as overall marketing spends would be raised by just about10-15%.

Distribution and Marketing:

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The company has number of dealers and warehouses. They haveLG exclusive shops. For the marketing of the products a numberof activities are followed:1. Exhibitions are conducted from time to time.

2. Society and college activities are conducted.3. Hoarding, Posters, banners are used so as to grab the attentionof the costumers.4. Day to day advertisement in leading newspaper.5. Discount at festival time.6. For dealer relationship they arrange dealer meeting at severaltime in the year7. LG divide dealer in gold silver etc. category to know theperformance of the dealers.8. They have their sales persons at various sub dealer store and

at mordent trade store for particularly for the promotion of the LGproduct.9. LG also uses the radio FM for the promotion activities.10.Also provide capon and scratch card for festive season.

The logistics (Supply Chain Management):-

Logistics is the art and science of managing and controlling theflow of goods, energy, information, and other resources likeproducts, services, and people, from the source of production tothe marketplace. It is difficult to accomplish any marketing ormanufacturing without logistical support. It involves theintegration of information, transportation, inventory, warehousing,material handling, and packaging. The operating responsibility oflogistics is the geographical repositioning of raw materials, workin process, and finished inventories where required at the lowestcost possible.Logistics Management is that part of the supply chain, whichplans, implements and controls the efficient, effective forwardand reverse flow and storage of goods, services and related

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information between the point of origin and the point ofconsumption in order to meet customers' requirements.5Rs of Logistic followed by LG:1. Right Time

2. Right Place3. Right Condition4. Right Cost5. Right Handling

The LG Factory is located at NOIDA & . There are three types ofWarehouse-1. Mother Warehouse2. Branch Warehouse3. Spare part warehouse

The mother warehouse is that where the products from thefactory are kept and from that warehouse, the products are sentto the branch warehouse. A warehouse is a commercial buildingfor storage of goods. Warehouses are used by manufacturers,importers, exporters, wholesalers, transport businesses, customs,etc. They are usually large plain buildings in industrial areas ofcities and towns. They come equipped with loading docks to loadand unload trucks; or sometimes are loaded directly fromrailways, airports, or seaports. They also often have cranes and

forklifts for moving goods, which are usually placed on ISOstandard pallets loaded into pallet racks.

In warehouse 7 locations is set up for the products.Loc 1, Loc 2, Loc 3, Loc 4 , Loc 5 ,Loc6, Loc 7Loc 1 sellingLoc 2 - second saleLoc 3 - insurance claimLoc 4 - write off materialLoc 5 destroy the itemLoc 6 - court case materialLoc 7 - for repair

5s of warehouse, which the LG strictly follow.

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1. Sweeping2. Sorting3. Systematic Arrangement4. Simplification

5. Self- discipline

In warehouse, the products are pinup with 3-color paper to getthe knowledge about the delivery.

1. Red Card To stop the product going into market,2. Green card To allow the product for delivery in market,3. Yellow Card After the product labeled with green, allow this

to move in market

Distribution Time:- Local delivery 4 hrs. Upcountry delivery - 12 hrs. Within 200 km. 24 hrs. Beyond 200 km. 48 hrs.

The above distribution time is the time of delivery of productsfrom warehouse to the market place, which the logisticdepartment follows to fulfill the demand in the market at righttime. In LG, we have the following process, which is followed in

logistic through ERP. Order Processing Invoicing Indenting ReportOrder Processing booking for dealers /distributorsInvoicing after billing process/bill generationIndenting requirement (Production Unit to branch unit)Report distributed to all

In warehouse, there are two mode of dispersion of product fromone place to another within.a) Hydraulic

b) ManualIn addition, there are 35 fire extinguishers to prevent theaccidental hazard within the warehouse due to fire. These fire

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extinguishers are valid up to year 2011. One has to follow the ruleof NO Smoking within the warehouse

Logistics Ten Commandments Golden Rules

1 - Warehouse 5S to be strictly followed FG 2, 5 & 7 to beproperly maintained.2 - 100% Bar-coding for all inward & outward transaction.3 - Follow standard pick ship process religiously.4 No inventory mismatch, shortage or excess monthly 100%physical stocktaking.5 Nil 30+ for FG 2, 3 & 5.6 Nil transit damage.

7 File insurance claim within 2 days. Settle all claim all within 30days.8 No inter branch transfer without HO clearance.9 PSI feeding into system by 25th of every month. Ensure 90%accuracy.10 Apply physical FMFO.

Problem

1- In transit material damage checking.2- Cost target achievement.3- Natural events tracking.4- Fluctuation in demand-supply Equipments1- 100% Bar code scanner.2- ERP Invoice Generation Process.3- Hydraulic Trolleys for material movement.4- Pallets for safety of material.

CUSTOMER SERVICE:

The best and the biggest international brands are here in India but the irony if it all: where is the after-sales-service? So integralto a brand, so critical for its success and so taken for granted indeveloped markets! In India, after sales service is, for want of abetter description, the pits. So whats stopping the best

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companies from pulling out all the stops when it comes toproviding the best service? Do customers expect for too much? Oris it that in India they dont really care. Brand Equity fanned out toMNC as well as Indian consumer durable companies, stockiest and

dealers, analysts and market researchers to get feel of whatsreally keeping after sales from being used as a cutting edgemarketing tool in pushing products across categories. Customerssupport following the purchase of a product or service. In somecases, after-sales service can be almost as important as the initialpurchase. The manufacturer, retailer, or service providerdetermines what is included in any warranty (or guarantee)package. This will include the duration of the warrantytraditionally one year from the date of purchase, but increasinglytwo or more years maintenance and/or replacement policy, items

included/excluded, labor costs, and speed of response. In the caseof a service provider, after-sales service might include additionaltraining or helpdesk availability. Of equal importance is thecustomer's perception of the degree of willingness with which asupplier deals with a question or complaint, speed of response,and action taken.

LG also had a big problem of after sale service in India. During the

project we also came to know that after sale service becomes thebig issue in the region. Customers as well as dealer were facingthe problem of after sales service. Because of this problem manydealer in the region were not ready to sell LG product. So itbecomes the big issue. But LG has taken some solid stepstowards improving customers perception and experience of aftersales service. Because it very important in competitive market toprovide the best service. L G Electronics has signed amemorandum of understanding with 23 Industrial TrainingInstitutes to strengthen its after sales service in India. Thecompany aims to recruit 10,000 people by the end of this year asa part of its branding strategy to focus on service and move awayfrom discounting. L G Electronics has identified eight states withhigh after sales service call rates to ink the deals with the ITI. Y VVerma, director HR and management system, LG Electronics said,"The Company was trying to find a solution for effective after

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sales service since last two years. There is a huge need of trainedmanpower for the after sales service to align with the company'sexpansion and focus on the GSM mobiles and the personalcomputer segments."

1. In the initial phase the company has entered into agreementswith ITIs in the states like Maharashtra, Gujarat, Delhi, Punjab,Assam, and Karnataka and is in the last leg of signing with UttarPradesh.2. L G Electronics, with 1200 service centers, has alreadyrecruited 300 students and plans to beef up the number to 10,000by the year-end.3. "The company has offered a scholarship to the selectedstudents for the last six months of their training program,"

4. The company will invest Rs 8 crore (Rs 80 million) in employeedevelopment program this year with an aim to attain a 8 per centattrition rate.5. The company moved away from the discounting strategy sincelast year and is putting thrust on the quality and service in itsbrand communication to position LG as a premium consumerelectronics brand.6. At the top, the Service Division in Korea reports to the GlobalCMO. (as mentioned in Dermots public interview in ET on

Wednesday). This shows commitment that Service must be madeinto a marketing differentiator, and leveraged thus.7. LG has the widest service network across the country; someestimates put it at a significant multiple of service-infrastructurefrom our nearest competitor. While the sale size may also be anice multiple from nearest, it shows the company is ready to putour money where our mouth is.8. The company has introduced a 211 service - once you registeryour complaint, we will call you back in 2 hours (hence 2), set upan appointment for the next convenient day for you (hence thefirst 1), and show up in the promised 1-hour slot (hence thesecond 1). If the next convenient day for you is the next day,thats great too. Its a disruptive action in an industry (includingLG) having traditionally shied away fromits service responsibilities, and thus not leveraging any mileagefrom it.

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9. The company is promoting 211 through ATL, probably the firsttime after sales service is being communicated in this fashion byany product company. You may have seen the TV commercial orheard the radio advert or seen the newspaper ad or in-shop

posters, both of which revolve around prompt response.10.The first LG-owned service centre opened in Gurgaon. (Servicein India generally works through authorized service centers, inLGs case they work exclusively for LG.) A company-ownedservice centre tries that much harder, knows things better, andcan even contribute as a revenue center.

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Objective of the project

Primary objective

The main objective of filed survey during the project was tofind out the market share of the LG and also calculate the displayshare. Find out the positional dealer who can sale the LG product inlarge volume. The main objective of research was to identify potential dealerand development these dealer. So LG can make them their directdealer. This will ease the dependence on the some big dealer like

Maharashtra and Mahaveer electronics. Find out the problem faced by the dealer in sales and thedistribution.Secondary objective The Objective was to find out that how far the exhibitions arehelpful in branding, While purchasing the consumer durables which parameter ismost important for the consumer? Do the consumers prefer the financial facility for buyingconsumer durable? How frequently consumers change the consumer durable? To enhances the knowledge of consumer durable market. To increases the knowledge consumer durable product of LG.

To enhances the knowledge about the marketing and brandingactivity.

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Research Methodology

Research methodology is considered as the nerve of the project.Without a proper well-organized research plan, it is impossible tocomplete the project and reach to any conclusion. The projectwas based on the survey plan. The main objective of survey wasto collect appropriate data, which work as a base for drawingconclusion and getting result.

Therefore, research methodology is the way to systematicallysolve the research problem. Research methodology not only talksof the methods but also logic behind the methods used in thecontext of a research study and it explains why a particularmethod has been used in the preference of the other methods

Research design

Research design is important primarily because of the increasedcomplexity in the market as well as marketing approachesavailable to the researchers. In fact, it is the key to the evolutionof successful marketing strategies and programmers. It is animportant tool to study buyers behavior, consumption pattern,

brand loyalty, and focus market changes. A research designspecifies the methods and procedures for conducting a particularstudy. According to Kerlinger, Research Design is a plan,conceptual structure, and strategy of investigation conceived asto obtain answers to research questions and to control variance.

Type of research is Descriptive ResearchThe type of research adopted for study is descriptive. Descriptivestudies are undertaken in many circumstances when the

researches is interested to know the characteristic of certaingroup such as age, sex, education level, occupation or income. Adescriptive study may be necessary in cases when a researcher isinterested in knowing the proportion of people in a givenpopulation who have in particular manner, making projections ofa certain thing, or determining the relationship between two ormore variables. The objective of such study is to answer the

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who, what, when, where and how of the subject underinvestigation. There is a general feeling that descriptive studiesare factual andvery simple. This is not necessarily true. Descriptive study can be

complex, demanding a high degree of scientific skill on part of theresearcher.Descriptive studies are well structured. An exploratory studyneeds to be flexible in its approach, but a descriptive study incontrast tends to be rigid and its approach cannot be changedevery now and then. It is therefore necessary, the researcher givesufficient thought to framing research.Questions and deciding the types of data to be collected and theprocedure to be used in this purpose. Descriptive studies can bedivided into two broad categories: Cross Sectional and

Longitudinal Sectional. A cross sectional study is concerned with asample of elements from a given population. Thus, it may dealwith household, dealers, retail stores, or other entities. Data on anumber of characteristics from sample elements are collected andanalyzed. Cross sectional studies are of two types: Field study andSurvey. Although the distinction between them is not clear- cut ,there are some practical differences, which need differenttechniques and skills. Field studies are ex-post-factor scientificinquiries that aim at finding the relations and interrelations

among variables in a real setting. Such studies are done in livesituations like communities, schools, factories, and organizations.Another type of cross sectional study is survey result, which hasbeen taken by me. A major strength of survey research is its widescope. Detail information can be obtained from a sample of largepopulation .Besides; it is economical as more information can becollected per unit of cost. In addition, it is obvious that a samplesurvey needs less time than a census inquiry. Descriptiveresearchincludes survey and fact finding enquiries of different kinds of themajor purpose. Descriptive research is description of the state ofaffairs, as it exists at present. The main characteristic of thismethod is that the researcher has no control over the variables;he can only report what has happened or what is happening. Themethods of research utilized in descriptive research are survey

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methods of all kinds including comparative and co relationalmethods. The reason for using such needs to be flexile in itsapproach, but a descriptive study

BRANCH1 2 3 in contrast tends to be rigid and its approach cannot be

changed ever now and then.DEALER MANAGEMENTMapping of regional dealers.

They have been divided into three categories on the basis of theirturnover and the selling capacity.

-1 -2 -3-1 Includes the modern trade and they have direct billing from thebranch office. They have high turnover and the company dependsheavily on them-2 includes the distributors. They have directbilling from the branch office. Their turnover is also high.-3 Includes the sub dealers .They have direct billing fromdistributors or from the branch office. Their turnover is not so

high, but there are few sub dealers whose potential is quite high.According to sales the branch has designated as gold and silversub dealers.

OBJECTIVE OF THE STUDYThe objective was to find out the market share of LG products,advantages and disadvantages of LG products from dealers andto find out what problems they are facing with the LG products sothat problems can be resolved to increase the sale.

Data collection methods:After the research problem, we have to identify and select whichtype of data is to research. At this stage; we have to organize afield survey to collect the data.One of the important tools for conducting market research is theavailability of necessary and useful data.

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Primary data: For primary data collection, we have to plan thefollowing four important aspects. Sampling Research Instrument

Secondary Data - The Companys profile, journals and variousliterature studies are important sources of secondary data.

Data analysis and interpretation1. Questionnaires2. Pie chart and Bar chart

Questionnaires: This is the most popular tool for the data collection. Aquestionnaire contains question that the researcher wishes to ask

his respondents which is always guided by the objective of thesurvey.Pie chart:

This is very useful diagram to represent data , which are dividedinto a number of categories. This diagram consists of a circle ofdivided into a number of sectors, which are proportional to thevalues they represent. The total value is represented by the fullcreate. The diagram bar chart can make comparison among thevarious components or between a part and a whole of data.

Bar chart:This is another way of representing data graphically. As the nameimplies, it consist of a number of whispered bar, which originatefrom a common base line and are equal widths. The lengths of thebards are proportional to the value they represent.

Preparation of report:The report was based on the analysis and presented with thefindings and suggestions. The sample of the questionnaires isattached with the report itselfSampling Methodology:Details of the sampling methodology, I have made questionnaire.

The one is made for the Customer.No. of questions in questionnaires for customer: 07No. of question related to LG product: 03

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No. of people met during the research: 200No. of respondents during the research: 50Employees, House wife, Working women, Students

Data Analysis

Q1. Have you purchased any consumer durable duringExhibitions? Yes No

Inferences1. 65 % of Customers have not purchased any consumer durable

from exhibitions.2. Only 35 % people have purchased.3. It shows that consumers are coming in the exhibition forknowledge of product and also they want to know that weatherthere is actual price difference in exhibition and shop or not.4. Consumers also want to compare to the different brand whichare available in the exhibition.5. So exhibitions are more useful to increases brand awareness.6. People are less interested to purchase product from the

exhibition.

65%

35%

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Q.2While purchasing consumer durable which parameterinfluences you? Price Product feature Brand Service Durability

Inference

1. 30% of customer gives importance to price. So it shows thatIndian consumers are very price sensitive. They give moreimportance to price over the brand.2. 26% give importance to brand. So price and Brand matter alots for the costumers. And they are also want best brand in bestprice.3. 19% to product feature Service 16% and durability 9% Serviceis also a big factor for the customer they are less interested in thedurability.

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30%

19%26%

16%9%

Pri

Pr

Br

Se

Du

Q3. From where you prefer buying consumer durables

Exhibitions Showroom

Inference1. A majority of customers prefer to buy from showrooms. Veryless proposition of customers buys from Exhibitions.2. 70% customers are prefer to by from the showrooms becausethe showrooms are more convenient to customers they also thinkthat these shops give more discounts.3. 30% people are interested to buy from the exhibition they onlyvisit the exhibition for price quotation of the product and thecomparison of the product.

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30%

70%

Exhibi

Showr

Q.4.You prefer to buy from the same as you havementioned in Q.3 because of following reasons

Attractive Price Service Demonstrations Offers

Inference

1. Customers buy from showrooms because of the service andconvenience.These are two main factors.2. Customers are preferred to buy from the showroom because ofthey think that these convenient store may provide good after sellservice.

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3. Customer also thinks that there is more chance to bargain andthey can get more discounts in these showrooms.4. Price also a factor that attract the customer in theseshowrooms.

50%

20%

10%

20%

Price

Service

Demonst

Offers

Q.5.Which consumer durable you have and of whichbrand? CTV LCD PLASMA REF WM MW AC

Inference

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In CTV section maximum customers have Onida, in LCD Sony isthe leader, In plasma BPL is the leader, In Ref LG is the leader,MW LG is the leader. In WM there are companies and in AC also.

Q.6. How frequently you change your consumer durables?

1-3 years 3-5 years 5-10 years More than 10 years

Inference1. Customers prefer to change consumer durables within 5-10years. In India people do not change consumer durablefrequently.2. 45% customers do not change their consumer durable within10 year.3. It represent that Indian consumer do not prefer to change theirconsumer durable frequently.

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10%

20%

45%

25%

1-3 year

3-5 year

5-10 ye

More thyears

Q.7.Do you prefer any financing scheme to purchaseconsumer durables? Yes No

InferenceMajority of customers do not prefer any financial scheme

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80%

20%

Dealer survey Findings

1. By calculating the display share we found that in most of storeLG has50% display share almost all categories.2. By the actual monthly sale of particular store we came to knowthe

capacity of the store and how much product can they sale.3. It helps us to know that weather dealer is capable of being adirect dealerof LG or not and it also helps to find out the new dealer who arecapableof being the dealer of LG.

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4. We also came to know while visiting the shops that there wasbig problemof after sale service.5. Many dealers were facing the problem of after sale service

because thereis no follow up calls from LG.6. Demo calls also not done properly.7. The top competitor of LG product in is SAMSUNG.8. In area the performance of LG is in better position but thecompetitor also hold closer margin.9. There is high growth of sale in market due to booming in newtechnology and better service.10.Word of mouth plays a vital role in awareness amongcustomer. This is one factor, which can play a good role in

promotion of products as well as demonstration given by theshopkeeper also plays a vital role for customer.

RECOMMENDATIONS AND SUGGESTIONS

1. LG should improve its after sale service because its hits badly

LGs market share in region.2. More detailed customaries service is to be provided.3. The training to in shop demonstration should be given atfrequent time interval and feed back should be consideredpositively.

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4. The company should look into the matter of person hiring for inshop demonstration. A big LG showroom should have at least 2such kind of person.5. LG should try new dealer who have the potential. So they can

target more market.6. As there is a bottle neck competition between Samsung andLG, it is necessary to take measure steps to overcome the area ofdownfall in LG with respect to Samsung.7. The marketing managers should make better relations withdealers and reputation of the company.8. Customer considers quality as their first preference, so thecompany should give more stress on this.9. The switching of customer from LG product to other brand isdue to the bed after sell service in shop.

10.The product is well aware and it is on top of mind of customer.

So company should always improve services and update theirtechnology.

CUSTOMER SURVEY FINDINGS

1. Secondary supports play an important role in the customersmind and create awareness among the customers. The secondarysupport includes Demonstration, Exhibition & Even Sponsors.2. From the survey it was found out that the majority ofcustomers dont buy consumer durables from exhibitions. They

just visit the exhibitions to see the co. latest model.

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3. They want to buy from the showrooms or from co. showrooms.For them service is important .Beside convenience and otherfactors service is key factor.4. Also majority of customers do not want any financing scheme

for purchasing the durables.5. There was heavy rush on weekends so large numbers of ISDswere appointed that day. Also the live demo calls helps in selling.Exchange offers also generate sale.6. Customers are also now very choosy in buying the product andit is important for the company to make loyal customer of theirbrand.7. In survey we found that LG has captured maximum marketshare in every category. LG dominates CTV, LCD, andRefrigerator, and Washing machine, category.

8. LG and Samsung have bottle neck competition in TV and REF.category.9. The product is well aware and it is on top of mind of customer.10.Customers are also now very choosy in buying the product andit is important for the company to make loyal customer of theirbrand.

RECOMMENDATIONS AND SUGGESTIONS

1. Exhibitions do not help to generate so much sells but theyshould be conducted regularly. This helps in generatingawareness regarding the product in customers which ultimatelyhelps in sales.

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2. Also it is helps in advertising for the new products. Like in thisexhibition new LCD SCARLET was advertised. Company shouldalways focus on service.3. Display share should be increased where there is less than 50%

as LG also believes that JO DIKHTA HAI WO BIKTA HAI.4. Company should try to improve service. No doubt the companyproducts have technically edge over competitors but in long run itmay hamper the companys profit.5. Company should concentrate more on its major drivers LCD, IT,and GSM. Branding and promotions should be done effectively asit creates a long lasting image in the mind of customers.6. Company should also cater to the needs of sub dealers as someof the sub dealers have potential of high sales.

LIMITATIONS

Every study has certain limitations. In our study, also there werecertain limitations, which I could not able to solve.1. The research was conducted in a very small area.2. Our research work period witness the biggest ups and downs inproduct sale of different brands, which affected the perception ofthe customer.

This was biggest drawback of my study.3. Time factor was also important for us. We had limited time forthe research, for which a full-fledged report was insufficient forme.4. The customer filled the questionnaire mostly in carelessmanner, so it was difficult to make them hold for time.5. We had only found the upper-middle class family to fill up thequestionnaire, but generally, an average middle class family wasrequired for the study.6. The sample size is also very small which represent my researchon consumer behavior

BIBLIOGRAPHY

www.lgindia.comwww.google.comwww.wikipedia.com

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Business world Business today LG magazine Economics times News paper

Times of India

Consumer survey Questionnaire

Q1. Have you purchased any consumer durable duringExhibitions?a) Yes

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b) No

Q.2While purchasing consumer durable which parameterinfluences you?

a) Priceb) Product featurec) Brandd) Servicee) Durability

Q3. From where you prefer buying consumer durablesa) Exhibitionsb) Showroom

Q.4.You prefer to buy from the same as you have mentioned inQ.3because of following reasonsa) Attractive Priceb) Servicec) Demonstrationsd) Offerse) Convenience

Q.5.Which consumer durable you have and of which brand?a) CTV -------------------b) LCD -------------------c) PLASMA -------------------D) REF -------------------E) WM -------------------F) MW -------------------G) AC -------------------

Q.6. How frequently you change your consumer durables?a) 1-3 yearsb) 3-5 yearsc) 5-10 yearsd) More than 10 years

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Q.7.Do you prefer any financing scheme to purchase consumerdurables?a) Yesb) No

ANNEXURE

A.S.I Area Service In chargeA.S.M Area sales manager

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B.S.I Branch Service In chargeCAC Commercial Air Conditioning SystemC.S NET Customer Service NetD.S.C. Direct service centre.

L.H.D Logistics Head of departmentR.E.F Refrigerator

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