Business Case Studies, Marketing Strategies / Strategic Marketing Case Study, LG Rural Marketing, in India

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Case Title:

LG: Rural Marketing in India

Publication Year : 2004

Authors: Dakshi Mohanty & T Phani Madhav

Industry: Telecommunications


Case Code: MKS0009

Teaching Note: Not Available

Structured Assignment: Not Available

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LG Electronics India Private Limited (LG) forayed into the Indian market in 1993. After two failed joint ventures and the subsequent de-licensing of the consumer electronics industry, LG Electronics India Private Ltd. was formed in 1997, at a time when the market was brimming with intense competition and new product activity. Under such tough conditions LG emerged as the market leader in washing machines, air conditioners and microwave ovens. The company then set its eyes on the untapped rural markets to grow further.

Pedagogical Objectives:

  • To discuss LG’s marketing initiatives to penetrate the rural market.

Keywords : LG Electronics India Private Limited (LG), Rural marketing, LG in India, Central area offices, Marketing Strategies Case Study, Sampoorna, CinePlus, Remote area offices, Roadshows, Rural areas, Semi-urban areas, Supply chain efficiencies, Product customisation


  • Introduction
  • LG's entry into India
  • Rural marketing

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