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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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