CUSTOMER RELATIONSHIP MANAGEMENT

Presented By Mayank Agarwal

Roll No: 12

LG Electronics is one of the leading companies in the field of electronics

Established in 1997, LG Electronics India (LGEI) is a wholly-owned subsidiary of LG Electronics, South Korea

It is one of the leading companies in consumer electronics, home appliances and computer peripherals in India

Introduction

Before the liberalization only a few companies like Kelvinator, Godrej, Alwyn, and Voltas were the major players in the consumer durables market

After the liberalization, foreign players like LG, Sony, Samsung, Whirlpool, Daewoo, and Aiwa came into the picture

Consumer durables market is expected to grow at 10-15%

Back In Time

Consumer durables sector is characterized by the emergence of MNCs, exchange, offers, discounts, and intense competition

Market share of MNCs in consumer durables sector is 65%

MNC‘s major target is the growing middle class of India

MNCs offer superior technology to the Consumers whereas the Indian companies compete on the basis of firm grasp of the local market

The penetration level of the consumer durables is still low in India

Market Overview

Consumer electronic include vcd/DVD, home theatre, music player, color television (CTVs), cameras, camcorders, portable audio, Hi-Fi, etc

White goods include dishwashers, air conditioners, heaters, washing machines, refrigerators, vacuum cleaners, kitchen

appliances, non-kitchen appliances, Microwaves, built-in Appliance, Tumble dryer, personal care Product etc.

Molded luggage include plastics Clocks and watches Mobile phones

Classification of Consumer Durable Sector

In term of purchasing power parity (PPP), India is the 4th largest economy in the world and overtake Japan in

the near future become the 3rd largest. Indian consumer durable market is expected to reach

$400 billion by on 2010 India has the youngest population amongst the major

countries. There are lot of people in the different incomecategories

nearly the two third population is below the age of 35 and nearly 50% is below 25.

There are 56 million people in middle class, who are Earning us$4,400-US$21,800 a year and there are 6

million rich household in India.

Scope

Introduction To LG Established in 1997, LG Electronics India (LGEI) is a

wholly-owned subsidiary of LG Electronics, South Korea. It is one of the leading companies in consumer electronics, home appliances and computer peripherals in India.

LG is the market leader in various segments like color TVs, microwave ovens, frost-free refrigerators, washing machines and air-conditioners, with market shares of 26.2 per cent, 41.2 per cent, 37.9 per cent, 34.1 per cent and 34 per cent respectively.

History of LG The company was originally established in 1958 as

Gold Star, producing radios, TVs, refrigerators, washing machines, and air conditioners

The LG Group was a merger of two Korean companies, Lucky and Gold Star, from which the abbreviation of LG was derived

The current "Life's good" slogan is a acronym

Before the corporate Name change to LG, household products were sold under the Brand name of Lucky, while electronic products were sold under the brand name of Gold Star.

Global Operation LG Electronics is playing an active role in the world

market with its assertive global business policy

LG Electronics controls 110 local subsidiaries in the world with around 82,000 executive and employees

LG Group1. LG.Philips LCD2. LG Chemical3. LG Telecom4. LG Powercom5. LG Twins6. LG Dacom

Global Operation LG Electronics is playing an active role in the world

market with its assertive global business policy

LG Electronics controls 110 local subsidiaries in the world with around 82,000 executive and employees

LG Group1. LG.Philips LCD2. LG Chemical3. LG Telecom4. LG Powercom5. LG Twins6. LG Dacom

Global Operation VISIONGlobal Top 3 by 2010

GROWTH STRATEGY “Fast innovation, Fast growth”

CORE COMPETENCY“Product leadership, Market leadership, People

leadership”

CORPORATE CULTURENo excuse, “we” not “I”, Fun workplace

The Symbol The symbol of LG is the face of future. The letter “L” and “G” in a circle symbolizes world, future,

youth, humanity & technology It also represents LG’s efforts to keep close relationship with

our customers around the world The symbol consists of two elements.

1. The logo in LG gray2. The stylized image of human face in the unique LG red color.

Red color represents our friendliness and gives a strong impression of LG’s commitment to deliver the best

The circle symbolizes The Globe. The stylized image of a smiling face in the symbol conveys “Friendliness and Approachability”.

The one eye on the symbol represents “Goal oriented, Focused & Confident”.

LG India Opportunities 1. In India the penetration level of white goods is lower

as compared to other developing countries. 2. Unexploited rural market. 3. Rapid urbanization. 4. Increase in income level, i.e. increase in purchasing

power of consumers. 5. Easy availability of finance.

LG India Challenges

1. Low brand awareness about LG in India.2. One of the last MNC’s to enter India. (Samsung, Sony &

Panasonic entered in 1995 & LG in 1997.)3. High import duty.4. Competition from local players and other multinational

companies in the consumer electronics segment5. Price sensitiveness of Indian consumers.

LG India Threats 1. Higher import duties on row materials. 2. Cheap imports from Singapore, China and from other

Asian countries

Factors for success.LGEI has overcome these challenges to emerge as one of the prominent brands in the Indian consumer electronics and home appliances market by leveraging the success factors below.

1. Innovative marketing strategies.2. Local and efficient manufacturing to reduce cost.3. Product localization.4. Regional channel strategy and wide distribution network.5. Promotion .

Innovative Marketing Strategies.

To make itself a known brand in the consumer electronics sector, LG has taken innovative marketing and promotional initiatives:

Launch of new technologies in consumer electronics and home appliances.

LG was the first brand to enter cricket in a big way, by sponsoring the 1999 World Cup, and followed it up in 2003 as well.

LG brought in four captains of the Indian cricket team to endorse its products. LG invested more than US$ 8 million on advertising and marketing in this sport.

Innovative Marketing Strategies. CONTD….

LG has differentiated its products using technology and health benefits. The CTV range has ‘Golden Eye’ technology, air-conditioners have the ‘Health Air System’ and microwave ovens have the ‘Health Wave System’.

Local and Efficient Manufacturing.

To overcome high import duties, LG manufactures PC monitors and refrigerators in India at its manufacturing facility at Noida, Delhi.

LGEIL had already commissioned contract manufacturing at Mohali, Kolkata and Bhopal for CTVs. This has helped LGEI to reduce costs.

LGEIL is implementing a “digital manufacturing system” (DMS) as a cost-cutting innovation.

Product localizations.

Product localization is a key strategy used by LG. LG came out with Hindi and regional language menus

on its TV.

Introduced the low-priced “Cineplus” and “Sampoorna” range for the rural markets.

LG was the first brand to introduce gaming in CTV’s. In continuation of its association with cricket, LG introduced the cricket game in CTV’s.

Regional channel strategyand wide distribution network. LG has adopted the regional distribution model in India. All

the distributors work directly with the company. This has resulted in quicker rotation of stocks, and better penetration into the B, C, and D class markets.

LG also follows the strategy of stock rotation, rather than dumping stocks on channel partners.

LG has over 46 branch offices and another 110 area offices across the country.

Promotion. Of all the elements of marketing mix, LG seemed to have

put more emphasis on promotion and advertising.

In 2002, it spent around 1.3 billion on advertising. An ad agency which handled the account of one of the LG's rivals, commented: "Communication creates a mind space among the consumers and LG has occupied that fairly well."

Unlike many Indian brands which advertised seasonally i.e., (two-three months of the festival season-September,

October and November), LG advertised all round the year.

India’s IT Advantage For LG. LG Electronics has awarded a

contract to develop IT solutions to LG Soft India (LGSI). The project involves development and support for ERP, SCM, CRM and IT-enabled services for LG Electronics’ 60 overseas subsidiaries and manufacturing facilities worldwide.

LGSI has offices in San Jose, London and Seoul with over 300 professionals in the development facility at Bangalore. All its offices are networked for swifter communication and decision making.

R&D Potential. LG has set up research and development facilities in

India at Bangalore and is in the process of setting up another at Pune. Both the units carry out R&D work for the domestic market as well as for the parent company. It also does customized R&D for specific countries to which it exports products.

The R&D facility in India, where LG has been investing Rs

2 billion per annum, accounts for 90% of the

innovations.

LG India Today. Today LG is one of the top rated

electronics company in India, and its products are widely used by all sections of consumers in India.

LG India’s annual turnover was 10700 cr in 2008,which is an indication of tremendous growth of the company, since the day it was launched.

Conclusion. The following information tells us that proper marketing

skills and strategies are immensely important for any company to build and maintain its stand in a widely diversified country like India where customer satisfaction comes at a high cost.

LG has proved its mettle by providing its customer with value for money, along with maintaining and at times increasing its profit.

LG is surely the perfect example for other MNC’s who want to set their foot in India.

THANK YOU