LG's Marketing Strategy in India

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Case Details:

Case Code : MKTG054
Case Length : 12 Pages
Period : 1997-2003
Pub Date : 2003
Teaching Note :Not Available
Organization : LG Electronics India
Industry : Consumer Electronics
Countries : India

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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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LG's use of the FMCG model was not limited marketing alone. Even at the retail and trade level, LG followed the strategies of FMCG companies. By 2002, LG was the market leader in Colour Televisions (CTVs), air conditioners, microwave ovens, semi automatic washing machines and frost-free refrigerators (Refer Table I).

Analysts felt that LG was able to achieve a leadership position in all these segments because of its aggressive marketing (Refer Exhibit II for LG's strategy in India).

Background Note

LG was established in 1958 as the Goldstar Co as part of the LG group founded in 1947. Initially, company was incorporated under the name Lucky Chemical Industrial Co. and was into the business of chemicals.

Over the years, LG group expanded its presence in the fields of energy, electronics & telecommunications, finance, services and e-business.

Within a year of its inception, LG (then Goldstar) manufactured Korea's first radio -A 501.

In the 1960s, the company manufactured Korea's first telephone, refrigerator and black & white television. In the mid 1960s, LG expanded its operations to foreign countries.

It established its first overseas branch in New York in 1968 and in the same year it manufactured Korea's first air conditioner...

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