Marketing Asgnt on Lg India

8/2/2019 Marketing Asgnt on Lg India

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MARKETING MANAGEMENT

ASSIGNMENT

Submitted by

ADHARSH.M

SECOND SEMESTER MBA

BANGALORE UNIVERSITY

KRUPANIDHI SCHOOL OF MANAGEMENT


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Bon-mo Koo | Chairman of LG

About LG

At LG, we believe that technological innovation is the key to success in the

marketplace. Founded in 1958, we've led the way in bringing advanced

digital products and applied technologies to our customers. With our

commitment to innovation and assertive global business policies we aim to

become a worldwide leader in advanced digital technology.


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Vision

LG Electronics continues to pursue its 21stcentury vision of becoming a worldwide

leader in digitalensuring customer satisfaction through innovative products and

superior service while aiming to rank among the worlds top three electronics,

information, and telecommunications firms by 2020.

On our way, we hold tight to a philosophy of "Great Company, Great People,"

underscoring our belief that only great people can create a greatcompany.

LG strives for greatness in what we've identified as our three core capabilities: Product

Leadership, Market Leadership, and People Leadershipeach strength a key part of

realizing our growth strategies for "fast innovation" and "fast growth".


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Core Capabilities

Product leadership refers to the ability to develop creative, top-quality products, using

specialized new technologies.

Market leadership refers to the ability to achieve top ranking, worldwide, thanks to a

formidable market presence in countries across the globe.

People leadership refers to the market dominance achieved by selecting and nurturing

talented team players able to internalize and execute innovation across the board.

Growth Strategies

Fast innovation calls for securing a competitive edge over the competition by setting

and meetingthe highest of goals in all realms of innovation, by at least 30%. This

applies to new-product development and unveiling, innovation in design and

technologyas well as product sales, market share, and corporate value.

Fast growth is the result of implementing strategies designed to swiftly expand marketsize and earnings, with and eye toward monetary growth.

Corporate Culture

Though a company can boast stellar management strategies and an outstanding and

talented pool of employees, it is still necessary to adopt a corporate culture that can

fully unleash the power of these capabilities.

No to Nos

At LG, we try to meet every road block with an alternate routebrainstorming and

working harder before saying no.


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We not I

LGs embraces a code of strong teamworkencouraging pride in achievement as goals

are met by many working together as one.

Fun Workplace

LGs workplace is one where the individuals creativity and freedom are respected, and

work is made fun.

History

The trajectory of LG Electronics, its growth and diversification, has always beengrounded in the company ethos of making our customers' lives ever better and easier-

happier, even-through increased functionality and fun.

Since its founding in 1958, LG Electronics has led the way to an ever-more advanced

digital era. Along the way, our constantly evolving technological expertise has lent itself

to many new products and applied technologies. Moving forward into the 21st century,

LG continues to on its path to becoming the finest global electronics company, bar none.

1958 Founded as GoldStar

1959 Produce Korea's first consumer

1958 GoldStar (todays LG Electronics) established

1959 Koreas first radio produced

1965 Koreas first refrigerator produced

1966 Koreas first black & white TV produced

1968 Koreas first air conditioner produced

1969 Koreas first washing machine produced

1974 GoldStar Communications went public


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1977 Color TV produced

1978 Exports surpassed US$100 million, a first for Koreas electronics industry

1980 First EU sales subsidiary in Germany (LGEWG) established

1982 Color TV plant established in the US in Huntsville, Alabama

1984 Sales surpassed 1 trillion Won

1986 European-standard VCR plant established in Germany

1989 Sales subsidiary and a joint production subsidiary established in Thailand

1990 Ireland-based design technology center established

1993 With the establishment of Huizhou subsidiary in China(LGEHZ), marketing in

China took full swing

1995 Company name changed to LG Electronics and US-based Zenith acquired

1997 40-inch Plasma TV and the worlds first IC set for DTVs developed India

production subsidiary (LGEIL) established

1998 Worlds first 60-inch Plasma TV developed

1999 LG.Philips LCD established

2000 LG Information & Communications merged The worlds first Internet-enabled

refrigerator launched Global sales of refrigerators reached the number one position

2001 Asynchronous IMT-2000 equipment commercialized The worlds first Internet

enabled washing machine, air conditioner, and microwave oven launched LG. Philips

Displays, a joint venture with Philips established

2002 Under the LG Holding Company system, the Company spun off to LG Electronics

(LGE)& LG Electronics Investment (LGEI) The first home network system

commercialized in the global market


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2003 Worlds first synchronous-asynchronous IMT-2000 mobile phone developed The

worlds first 76-inch Plasma TV developed CDMA mobile handsets took the largest

share in the US and world CDMA market Launched the worlds first Super Multi DVD

Rewriter

2004 EVSB, the next-generation DTV transmission technology, chosen to be the

US/Canada DTV transmission standard by the US ATSC All-in-one LG 55-inch LCD TV,

the worlds first and largest among LCD TVs, commercialized The worlds largest and

first 71-inch Plasma TV commercialized The worlds first terrestrial DMB phone

developed Developed Wireless Speaker Home Cinema System

2005 The worlds first DMB notebook commercialized The worlds slimmest TV

commercialized The worlds largest 102-inch Plasma TV developed LG and Nortel

Networks agreed to establish a joint venture for telecommunication network equipment

Satellite-based DMB phone commercialized The largest share seized in the global CDMA

market

2006 Launched the LG Shine, the second handset in the Black Label Series Globally

launched the steam washing machine and interactive TV refrigerator Developed the

world's first 100-inch LCD TV Launched the world's largest Full HD 102-inch Plasma TV

(1080p) Developed the world's first dual-format high-definition Disc Player& Drive

2007 Launches the industry's first dual-format, high-definition disc player and drive

Launches 120Hz Full HD LCD TV Demonstrated the world-first MIMO 4G-Enabled

technologies with 3G LTE Won contract for GSMA's 3G campaign

2008 Introduces new global brand identity: "Stylish design and smart technology, in

products that fit our consumer's lives."


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The Face of the Future: The meaning and inspiration behind LGs logo

design.

The letters L and G in a circle symbolize the world, future, youth, humanity, and

technology. Our philosophy is based on Humanity. Also, it represents LGs efforts tokeep close relationships with our customers around the world.

The symbol consists of two elements: the LG logo in LG Grey and the stylized image of a

human face in the unique LG Red colour. Red, the main colour, represents our

friendliness, and also gives a strong impression of LGs commitment to deliver the best.

Therefore, the shape or the colour of this symbol must never be changed

Face

The stylized image of a smiling face is meant to convey company friendliness and

approachability. That the portrait is one-eyed conveys LGs profile as goal-oriented,

focused, and confident.

Circle

The circle represents the globe, symbolizing the world and all of humanity, as well as

youth and the future

Shape

The upper-right corner of the LG logo, intentionally left blank, makes the design

distinctly asymmetrica nod to LGs creativity and adaptability to change.

Colours

LG Red, the main colour, symbolizes friendliness, and is also meant to convey LGs

commitment to delivering the best. LG Gray represents technology and reliability.


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JOINT VENTURE

LG-Nortel Co. Ltd., a joint venture ofLG Electronics Inc. (Korea) and Nortel Networks

Corporation (Canada) was established on November 3, 2005 to specialize in developing

and marketing telecommunications equipment and network solutions. With Nortel's

heritage of building world-class networks and LG's innovation in communication

devices, LG-Nortel is well positioned to deliver on its vision of 'providing the best

communication products to enrich the human experience' and is poised to deliver

differentiated value to customers by providing products which enable them to freely

communicate anytime and anywhere.

Since the announcement in January 2006 of a MOU (Memorandum of

Understanding) concerning the joint venture, Nortel and LGE have already successfully

collaborated to win significant contracts in South Korea. LG and Nortel have been

selected to deploy HSDPA/WCDMA networks for KTF and SKT, paving the way for the

joint venture to become a major 3G supplier in one of the most advanced

telecommunications markets in the world.

The company's sales and marketing departments are located in the GS Tower building

in Kangnam-gu, Seoul and its R&D center is in Anyang, Geonggi province. The totalnumber of company employees is approximately 1,400.
http://www2.nortel.com/go/news_detail.jsp?cat_id=-8055&oid=100190041&locale=en-UShttp://www2.nortel.com/go/news_detail.jsp?cat_id=-8055&oid=100190041&locale=en-UShttp://www2.nortel.com/go/news_detail.jsp?cat_id=-8055&oid=100201103&locale=en-UShttp://www2.nortel.com/go/news_detail.jsp?cat_id=-8055&oid=100201103&locale=en-UShttp://www2.nortel.com/go/news_detail.jsp?cat_id=-8055&oid=100187556&locale=en-UShttp://www2.nortel.com/go/news_detail.jsp?cat_id=-8055&oid=100200700&locale=en-UShttp://www2.nortel.com/go/news_detail.jsp?cat_id=-8055&oid=100200700&locale=en-UShttp://www2.nortel.com/go/news_detail.jsp?cat_id=-8055&oid=100187556&locale=en-UShttp://www2.nortel.com/go/news_detail.jsp?cat_id=-8055&oid=100201103&locale=en-UShttp://www2.nortel.com/go/news_detail.jsp?cat_id=-8055&oid=100201103&locale=en-UShttp://www2.nortel.com/go/news_detail.jsp?cat_id=-8055&oid=100190041&locale=en-UShttp://www2.nortel.com/go/news_detail.jsp?cat_id=-8055&oid=100190041&locale=en-US


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LIFES GOOD: LG ROLLS OUT SECOND PHASE OF BRAND MARKETING

CAMPAIGN

LG Electronics (LG), a global leader and technology innovator in consumer electronics,

launches the second phase of its Lifes Good brand campaign. Aiming to make

technology more accessible to consumers, by communicating how breakthrough

technology continually enriches consumers lives, the second phase of activity focuses

on bringing to life the new LG Optimus mobile family.

The new wave of brand activity includes the following touch points:

TV commercials during key lifestyle, sporting and entertainment programmes on ITV,C4, Five and Sky

Print ads in key national newspapers, supplements and lifestyle magazines A series of LG idents specifically created for Channel 4 and E4 The launch of the LGs Lifes Good Facebook Page

The new LG idents created for Channel 4 and E4, showcase how LGs innovative range of

handsets can enhance your life. The quirky idents are based on the spoof American soap

opera The Young & The Connectedwhich brings to life the drama that social networking

adds to modern life in a setting full of beautiful people, drama, revenge and skimpy

swimwear.

The idents can now be seen on Channel 4 and E4 on popular programmes such as The

Inbetweeners, How I met your Mother, Scrubs, One Tree Hill, The Cleveland Show, Big Bang

Theory and Beauty and the Geek.

Fans of the new LG idents are encouraged to visit The Young & The ConnectedYouTube

channel where exclusive content from the soap opera can be viewed such as the never-

before-seen opening title sequence and a ten minute behind-the-scenes documentary

featuring the shows stars.

To celebrate the launch of the social networking-focused campaign, LG has also

designed the the Secret Drama application, which allows you to find out how your

friends interact with your Facebook profile and reveals who are the gossipers, the

keenest and the slowest communicators of your online friends. The app can now be

found and downloaded from the Lifes Good Facebook page.


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Paul Meadows, Head of Brand, LG UK comments: The next wave of our Lifes Good

Brand campaign continues to educate and encourage consumers to get involved in

technology. These new initiatives highlight the growing popularity of social networking

and our increasing focus in that area. Young people today communicate with theirfriends and the world around them via social networks and the quirky The Young & The

Connected TV idents we have created are a fresh and fun way of dramatising that.

The overall aim of the campaign is to demonstrate how technology continues to

enhance consumers social lives either by connecting people with their social network

or giving people access to apps to make their lives easier.

The new campaign ties in with the launch of the new LG Optimus GT540 handset, which

runs on the ever-growing app-enabled Android operating system and the

announcement of the upcoming LG Optimus Series, which will include a line-up of

innovative smart devices featuring the latest in mobile technology.

The campaign has been created by Mindshare, RKCR/Y&R and LG ONE and will be

appearing across national TV stations and in print titles over the coming weeks.
http://www.lg.com/uk/mobile-phones/all-lg-phones/LG-touch-screen-phones-GT540.jsphttp://www.lg.com/uk/mobile-phones/all-lg-phones/LG-touch-screen-phones-GT540.jsphttp://www.lg.com/uk/mobile-phones/all-lg-phones/LG-touch-screen-phones-GT540.jsphttp://www.lg.com/uk/mobile-phones/all-lg-phones/LG-touch-screen-phones-GT540.jsp


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Marketing Asgnt on Lg India

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