“Marketing Management: A Study on LG Electronics”

A project report submitted as a part of

BUSINESS STUDIES Project
as per the guidelines by
Central Board of Secondary Education

Submitted by
MARIAM SADIQUE SHERULE
XII-COMMERCE

Under the guidance of

Ms. SAJINA B S

M P INTERNATIONAL SCHOOL
Affiliated to Central Board of Secondary Education, New Delhi
Shiribagilu, Kasaragod- 671124
THE
CONTENT
1. CERTIFICATE .......................................................................03

2. ACKNOWLEDGEMENT .......................................................... 04

3. MARKETING MANAGEMENT................................................... 05

4. MARKETING MIX.................................................................. 06

5. MARKETING MANAGEMENT OF ELECTRONICS......................... 07

6. WHAT IS A BRAND............................................................... 08

7. REASON FOR SELECTING ELECTRONIC APPLIANCES.................09

8. MY PRODUCT- LG................................................................ 10

9. COMPETITOTRS................................................................... 11

10. BRAND NAME, LOGO, TAGLINE.............................................. 12

11. LABELLING...........................................................................12

12. UNIQUE SELLING PROPOSITION (USP)................................... 13

13.RANGE OF PRODUCTS........................................................... 14

14. PERMISSION AND LICENSE................................................... 15

15. PACKAGING, WAREHOUSING & TRANSPORTATION....................16

16. CHANNEL OF DISTRIBUTION..................................................19

17. SWOT ANALYSIS...................................................................20

18. PROMOTION.........................................................................21

19. BRAND AMBASSADOR............................................................22

20.CONCLUSION....................................................................... 23

21. BIBLIOGRAPHY.................................................................... 24
 Certificate
This is to certify that the content of the project entitled
“Marketing Management: A Study on LG Electronics”,
presented by Mariam Sadique Sherule of XII Commerce,
is her bona fide work submitted to Ms.Sajina B S in
partial fulfillment of the requirements as per the CBSE
guidelines.

The original research work was carried out by her under

my supervision during the academic year 2024-25.
Based on the declaration made by her, I recommend
this project report for evaluation.

PLACE: KASARAGOD
DATE:

PRINCIPAL INTERNAL EXAMINER

 Acknowledgement
I am profoundly grateful to the Chairman, Dr. M A
Mohammad Shafi, for his visionary leadership and
unwavering support in fostering an environment of
academic excellence at M P International School. His
guidance has been a cornerstone in the successful
completion of this project.

My sincere gratitude extends to our Principal, Dr.

Abdul Jaleel P, for providing the encouragement,
resources, and support necessary for this endeavor
.
A special thank you to my mentor, Ms. Sajina B S, for
her insightful guidance, patience, and unwavering
encouragement throughout this journey. Her valuable
suggestions have greatly enhanced the quality of this
work.

Finally, I take full responsibility for the completion of

this project and affirm that it is the result of my own
efforts and understanding.

Mariam Sadique Sherule

XII Commerce
MARKETING
MANAGEMENT
Marketing management is a critical aspect A crucial element of marketing management is
of any business, focusing on the application strategic planning, which includes defining
of marketing principles to achieve pricing, promotional tactics, distribution
organizational goals. It involves analyzing channels, and long-term goals. Marketing
market opportunities, understanding management also ensures that the product or
customer needs, and creating strategies to service is communicated effectively to the
promote and sell products or services audience through advertising, public relations,
effectively. This process begins with market and social media campaigns. It integrates
customer feedback to refine offerings and
research, where businesses identify target
improve satisfaction, ensuring customer
demographics, trends, and competitors. By
retention and loyalty.
understanding these factors, companies
can design products that fulfill customer
expectations while staying competitive.

The ultimate aim of marketing

management is to create value not just
for the company but also for its
customers. By doing so, businesses
can strengthen their market presence,
increase profitability, and achieve
sustainable growth. For LG, marketing
management involves blending
technological innovation, customer-
oriented strategies, and robust
distribution networks to maintain its
leadership in the electronics sector.
01 Product 02 Price
LG is renowned for its diverse LG employs a competitive pricing
range of high-quality electronic strategy to make its products
appliances, including accessible to a broad audience
refrigerators, washing machines, while maintaining profitability. It
air conditioners, and smart TVs. offers premium products at
Its products are known for their higher price points for luxury
innovative features, such as customers and budget-friendly
energy efficiency and smart options for cost-conscious
connectivity, which cater to buyers.
modern customer needs.

03 Place 04 Promotion
LG products are available
LG uses a mix of advertising
through an extensive
channels, including television
distribution network, including
commercials, digital marketing,
online marketplaces, branded
and influencer endorsements, to
stores, and authorized dealers.
promote its products. Seasonal
This ensures availability across
discounts, trade fairs, and
urban and rural markets.
customer loyalty programs also
form a significant part of its
promotional strategy.
 MARKETING MANAGEMENT
OF ELECTRONICS

Marketing management of electronics involves creating strategies to

cater to a rapidly evolving market driven by technological innovation
and consumer demand. Electronics, as a product category, require
marketing approaches that emphasize quality, functionality, and
technological advancement. The management process includes
analyzing customer needs, designing products that meet these needs,
and ensuring effective communication through advertising and
promotional campaigns.

In the electronics industry, after-sales service is as critical as product

quality. Effective marketing management also includes offering
extended warranties, efficient service networks, and user-friendly
customer support. Moreover, companies LG uses digital platforms for
marketing its electronics, leveraging social media, email campaigns,
and interactive advertisements.

Additionally, in a competitive
market, electronics companies
adopt pricing strategies like
penetration pricing for new
products and value-based pricing
for premium models.
 BRANDS
What Is A Brand?
A brand is a name, term, design,
symbol or any other feature that
distinguishes one seller's good or
service from those of other sellers.
Brands are used in business, marketing,
and advertising for recognition and,
importantly, to create and store value
as brand equity for the object identified,
to the benefit of the brand's customers,
its owners and shareholders. Brand
names are sometimes distinguished
from generic or store brands.

Brands play a pivotal role in the

electronics industry, where
differentiation and consumer trust are
critical. Recognized brands are often
associated with quality, innovation, and
reliability, giving them a competitive
edge in the market. In the electronics
category, global giants like Samsung,
Panasonic, Whirlpool, Bosch, Hitachi,
and Haier dominate the industry due to
their advanced technology and robust
marketing strategies.
Reason for
Selecting
Electronic Gadgets

The choice of electronic gadgets as a product

category stems from their ubiquity and
relevance in modern life. Electronics have
become indispensable, whether for personal
use, households, or businesses. They cater to
a broad demographic, from tech-savvy youth
to homemakers, ensuring a wide market base.

Electronic gadgets also provide an excellent

platform for studying marketing management
due to their dynamic nature. With rapid
technological advancements, companies must
constantly innovate to stay competitive. This
creates opportunities to explore how brands
like LG position their products through
differentiation, pricing strategies, and
promotional efforts.

Another reason for choosing this category is

the increasing emphasis on sustainability in
electronics. From energy-efficient appliances
to recyclable components, brands are
adapting their marketing to highlight eco-
friendly initiatives. This reflects the changing
consumer preferences for products that align
with environmental values.

Moreover, electronic gadgets offer varied

price ranges, making it possible to study how
companies cater to diverse economic
segments. This category allows a detailed
analysis of customer-centric strategies,
distribution channels, and after-sales services,
all essential aspects of marketing
management.
MY PRODUCT-LG

LG (Life’s Good) is a globally recognized brand offering a wide range of electronic

appliances. Known for its commitment to innovation and quality, LG has consistently
delivered products that align with customer needs and modern technological trends.
Its product portfolio includes home appliances like refrigerators, washing machines, air
conditioners, microwave ovens, and smart TVs, among others.

LG’s focus on smart technology, energy efficiency, and stylish designs makes it a
preferred choice among consumers. From AI-powered washing machines to ThinQ-
enabled smart TVs, LG ensures that its products offer convenience and intelligence.
Its ability to blend cutting-edge technology with affordability allows LG to cater to
both premium and budget-conscious segments, ensuring a broad market appeal.

In addition to product quality, LG emphasizes customer satisfaction through robust

after-sales services, including extended warranties and easy access to service
centers. This commitment has cemented LG’s reputation as a reliable and consumer-
friendly brand. With increasing demand for eco-friendly appliances, LG continues to
innovate with sustainable solutions, making it a market leader in electronics.
C O M P E T I T O R S
 B R A N D N A M E

The brand name LG stands for

“Life’s Good.” This simple yet
impactful name conveys positivity
and resonates with the brand’s
mission to enhance customer
lifestyles through innovative and
reliable products. The name is
globally recognized and
synonymous with quality and trust.

L O G O

The LG logo is a stylized human

face formed by the letters “L” and
“G” within a circle. It represents the
brand’s human-centered approach
and commitment to customer
satisfaction. The smiling face
symbolizes friendliness and the
assurance of quality, making it
memorable and approachable.

T A G L I N E

LG’s tagline, “Life’s Good,” reflects

the brand’s vision of improving
everyday life through its innovative
products. It communicates a
positive, customer-focused
message that aligns with the
company’s values of quality,
reliability, and technological
advancement.
L A B E L L I N G
LG’s product labels are designed to
provide comprehensive information to
consumers. They include details like
product specifications, energy
efficiency ratings, warranty
information, and eco-friendly
certifications. LG ensures its labels
are clear and informative, helping
consumers make informed purchasing
decisions.
UNIQUE SELLING
PROPOSITION
(USP)

Unique Selling Proposition (USP)

LG’s USP lies in its integration of cutting-edge
technology and customer-centric designs. Its
products stand out for their energy efficiency,
smart features, and durability. For instance, LG’s
ThinQ technology enables seamless connectivity
across devices, offering unparalleled convenience.
 RANGE OF PRODUCTS

Washing Machine Refrigerator Air Conditioner

Smart TV Microwave Dishwasher

Water Purifier Sound Bars Computer

PERMISSIONS
and Licenses of LG
To manufacture and market its products,
LG adheres to stringent regulatory
requirements. The company ensures it
acquires the necessary permissions and
licenses, which vary depending on the
country and region of operation. Some of
the key licenses and certifications
include:

1. Manufacturing Licenses: LG obtains

licenses from local authorities to operate
its manufacturing plants.

2. Product Safety Certifications:

Appliances are certified by organizations
like UL (Underwriters Laboratories), CE
(Conformité Européenne), and BIS
(Bureau of Indian Standards) to ensure
safety and compliance.

3. Environmental Compliance: LG
complies with eco-friendly standards,
including EPEAT and Energy Star
certifications, to promote sustainability.

4. Trade Licenses: LG secures trade

permits for selling products in different
regions.

5. Intellectual Property: Patents and

trademarks protect LG’s innovative
designs and technologies.
PACKAGING
Packaging is a crucial aspect of
LG's marketing strategy. The
company designs its packaging
to be both functional and
visually appealing, ensuring
customer convenience while
enhancing the brand’s image.

Durability
turdy materials are used to protect products
during transportation.

Eco-Friendly Designs
LG incorporates recyclable and biodegradable
materials to align with its sustainability goals.

Informative Labels
Packaging includes essential details like
product specifications, energy ratings, and
installation instructions.

Aesthetics
Modern and minimalist designs reflect the
premium quality of LG products.

Packaging not only protects

LG’s products but also serves
as a communication tool that
reinforces the brand’s
commitment to quality and
innovation.
WAREHOUSING
LG has a well-established
warehousing system to manage
its extensive inventory
effectively. The company
operates regional and central
warehouses equipped with
advanced inventory
management systems.

Centralized Storage
Products are stored in strategically located
hubs to ensure timely delivery.

Technology Integration
LG uses automated systems for inventory
tracking, reducing errors and enhancing
efficiency.

Climate Control
Warehouses are equipped with temperature
controls to preserve sensitive electronic
components.

Sustainability
LG incorporates green initiatives, such as solar-
powered warehouses, to reduce its
environmental footprint.

This efficient warehousing

network enables LG to maintain
product availability and
optimize its supply chain
operations.
TRANSPORTATION
Transportation is a critical
element in LG’s supply chain
management. The company
ensures that its products are
delivered efficiently and safely
through a multi-modal
transportation network, including
road, rail, air, and sea routes.

Reliability
LG partners with trusted logistics providers to
minimize delays.

Cost Efficiency
By optimizing routes and load planning, LG
reduces transportation costs.

Safety Measures
Special packaging and handling procedures
ensure product safety during transit.

Eco-Friendly Initiatives
LG uses fuel-efficient vehicles and promotes
sustainable practices, such as minimizing
carbon emissions.

An effective transportation
network allows LG to serve
diverse markets promptly,
enhancing customer
satisfaction.
Channel of Distribution
LG employs a multi-channel
distribution strategy to reach its
customers effectively. Its channels
include:

Direct Sales: Through LG brand

stores and online platforms.

Retail Partners: Authorized

dealers and retail chains.

E-commerce Platforms:
Partnerships with Amazon,
Flipkart, and other online
marketplaces.

By leveraging a combination of
traditional and digital distribution
channels, LG ensures product
availability across urban and rural
markets.
Strong global Higher pricing Growing demand Intense
brand compared to for smart competition from
reputation. some appliances. brands like
competitors. Samsung and
Wide range of Expansion in Haier.
innovative Limited market emerging markets.
products. share in budget Economic
segments. downturns
Excellent after- affecting
sales service. consumer
spending.

A SWOT analysis is a strategic planning tool that helps

organizations assess their internal strengths and weaknesses,
as well as external opportunities and threats. For LG, this
analysis provides valuable insights into its competitive
positioning in the electronics market. By understanding these
factors, LG can build on its strengths, address weaknesses,
capitalize on market opportunities, and mitigate potential risks
posed by external threats. This analysis plays a critical role in
shaping LG’s business strategies, ensuring it remains a market
leader while adapting to evolving consumer demands and
industry trends.
PROMOTION
BRAND AMBASSADORS
CONCLUSION
LG’s journey in the competitive electronics market highlights the importance of a
well-structured marketing management strategy. By leveraging its core strengths
—such as innovative technology, a wide product range, and a customer-centric
approach—LG has successfully established itself as a trusted and reliable brand
worldwide. The company’s ability to adapt to changing consumer needs, embrace
sustainability, and consistently deliver quality products sets it apart from its
competitors.
Through a comprehensive marketing mix, LG ensures that every aspect of its
operations, from product development to promotion, aligns with its mission to
improve lives. Initiatives like energy-efficient appliances, eco-friendly packaging,
and socially responsible campaigns reflect the brand's commitment to building a
sustainable future. Additionally, its focus on customer satisfaction, supported by
competitive pricing, robust after-sales service, and user-friendly schemes,
reinforces its strong market position.

This project on LG's marketing management demonstrates how the brand

remains resilient in the face of challenges, such as intense competition and
rapidly evolving technology. It offers valuable insights into the strategies that
global companies can employ to achieve growth and retain customer loyalty. As
LG continues to innovate and adapt, it exemplifies how a clear vision, strategic
planning, and a deep understanding of market dynamics can drive long-term
success.
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