LG Electronics India aims to capture 50% of the home appliances market in India by 2010. It targets the premium segment to achieve higher margins. Its main competitors are Samsung and Videocon. LG differentiates its products based on technology and health benefits. It positions itself as a young, premium brand through its 'Life's Good' tagline and celebrity brand ambassador Abhishek Bachchan. LG plans to focus on innovation and rural expansion to drive sales growth.

1. Marcom Plan of LG Home Appliances Presented to:- Ms. Ashita Agarwal Director ISMC Presented by:- Raj Kumar Singh Roll No. 5 th PGPIMC 06-08

19. LG Vs No.2 Player 13.8(whirpool) 34.8 Washing Machine 19.7(samsung) 41.1 Microwave oven 15.1(samsung) 25.5 CTVs 21.2(whirpool) 27.2 Refrigerator No.2 Player LG Market share in volume terms Category

29. The Marketing Background Worksheet MC helps LG to create a strong and positive brand attitude and influence consumer to do action. Marketing Communications 6 Focus on innovation to attract more technology savvy consumers and the company is aspiring for keep innovating. Marketing Objectives 5 Samsung positioned itself as a brand which offers freshness and technologically strong. Competitive Evaluation 4 LG business comes from Metros, II-tiers & III- tiers cities and Rural Areas Source of business 3 There are some global players in mkt. like Samsung, Videocon, BPL, Sony, Philips. Market Assessment 2 Home appliances Product Descriptions 1 Questions Key Considerations S. No.

31. The Decision Grid consumer Family members User Owner of the store Head of the family Purchaser Decision taken by self Head of the family Decider Offers and incentives children Influencer Future prospects of the product, Industry growth Housewives& Children Initiator Trade Consumer Role Target Audience

34. The Behavior Sequence Model --------------------- Company outlets, MBO’s ---------------- ------------------- Where purchase is likely to occur ---------------------- Offer discount Competitive product information ---------------- Timing of purchase ------------------------ -------------- Product information Brand Awareness How is it likely to occur Benefit of the product Purchase Facilitator Product Awareness Category Need Decision roles involved Usage Purchase Information search Need Arousal Consideration at each stage Decision Stages

35. The IMC Task Grid Brand recall By offer new product Family members Repeat purchase Usage Sales Promotion Company outlets, MBO’s Head of the family Motivate Purchase Brochures Brochures and TVCs Head of the family, decision maker Brand recognition Information Search/ Evaluation TVCs, Outdoor Print Ads, Pamphlets in Newspaper House wife, children Awareness in market Need Arousal List best IMC option for satisfying each communication task Determine best way of reaching primary target audience group at each stage Determine primary target audience group to reach at each stage List specific result desired from the appropriate communication effect needed at each stages From Decision Grid list appropriate decision stages IMC Options Where and When Target Audience Communication Task Decision Stage

36. Thank You