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    SBU's and Marketing STPD: Saira Mahmood (2382) Madiha Khan (2383) Rubab Zehra (2317)

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    Saira Mahmood
    LG operates several strategic business units including home appliances, IT products, mobile phones, and air conditioners. It targets upper-income consumers seeking quality products and aims to position itself as a young, vibrant brand focused on technology and improving consumers' lifestyles. LG analyzes its products in its BCG matrix and intends to develop new offerings like microwaves with preset Pakistani recipes to penetrate existing markets and diversify.

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    SBU's and Marketing STPD: Saira Mahmood (2382) Madiha Khan (2383) Rubab Zehra (2317)

    Uploaded by

    Saira Mahmood
    462 views18 pages
    LG operates several strategic business units including home appliances, IT products, mobile phones, and air conditioners. It targets upper-income consumers seeking quality products and aims to position itself as a young, vibrant brand focused on technology and improving consumers' lifestyles. LG analyzes its products in its BCG matrix and intends to develop new offerings like microwaves with preset Pakistani recipes to penetrate existing markets and diversify.

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    Swot Analysis

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    LG

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    LG operates several strategic business units including home appliances, IT products, mobile phones, and air conditioners. It targets upper-income consumers seeking quality products and aims to position itself as a young, vibrant brand focused on technology and improving consumers' lifestyles. LG analyzes its products in its BCG matrix and intends to develop new offerings like microwaves with preset Pakistani recipes to penetrate existing markets and diversify.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    462 views18 pages

    SBU's and Marketing STPD: Saira Mahmood (2382) Madiha Khan (2383) Rubab Zehra (2317)

    Uploaded by

    Saira Mahmood
    LG operates several strategic business units including home appliances, IT products, mobile phones, and air conditioners. It targets upper-income consumers seeking quality products and aims to position itself as a young, vibrant brand focused on technology and improving consumers' lifestyles. LG analyzes its products in its BCG matrix and intends to develop new offerings like microwaves with preset Pakistani recipes to penetrate existing markets and diversify.

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    Download as pptx, pdf, or txt
    of 18

    SBU’s and Marketing STPD

    Saira Mahmood (2382)


    Madiha Khan (2383)
    Rubab Zehra (2317)
    Agenda
    Introduction Of LG
    SBU
    Segmentation
    Target Audience
    Positioning
    BCG
    Ansoff
    SWOT
    Conclusion
    Introduction
     The company was originally established in 1958 as
    gold star, producing radios, TV, refrigerators,
    washing machines, and air conditioners.

     TheLG group Was merger of Two Korean


    companies Lucky and Gold star

     Is the second largest producer of TVs and third


    largest producer of mobile phones
    Intro Contd…
    • LG has set its mid-term and long-term goal to rank
    among the top 3 electronics, information, and
    telecommunication firms in the world by 2010

    • LG concentrates on staying a head of the technology


    curve and develop products that delver high value to
    consumers.
    SBU’s
    LG

    AIR
    HOME IT MOBILE
    TV AUDIO VIDEO CONDITIONE
    APPLIANCE PRODUCTS PHONES
    R
    Segmentation

    • Demographic: • Psychographic:
     Lifestyle
     Income  Personality
     Occupation
    • Behavioral:
    • Geographic:
     Value
     Urban areas  Benefit
     LSM 9-10
     LSM 11+
    Target Market
     LG has targeted its market on the
    basis of the products that they are
    offering to the consumers.

     They are targeting:

     Upper class & Upper end


     Lifestyle oriented people
     Premium segment
     Those who want quality product
    as the best.
    Target Audience

    Role Consumer
    Initiator House wives

    Influencer Children

    Decider Head of The Family

    Purchaser Head Of the Family

    User Family Members


    Positioning
     With the lag line Life’s Good, LG
    positioning is to differentiate their
    products on the basis of technology.

     With Tag line, its corporate philosophy


    is to make peoples life’s better,
    convenient and healthier.

     Talking about the value and changing


    life style in their positioning statement.

     Featuring that their brand is young


    vibrant and premium.
    Cell phones
    CRT-TVs
    Cell phones
    LCD’s
    CRT-TVs
    LG AC’s
    LCD’s
    Optical Storage
    LG AC’s
    DVD Player

    CRT-
    Optical Storage
    Washing Machines
    DVD Player

    CRT-
    Laptops
    Monitors
    Washing Machines

    Laptops
    Monitors
    systems
    (twin

    systems
    Audio
    Plasma
    (twin

    Audio
    Plasma

    Note books
    door)
    Microwaves
    Refregerators

    Note books
    TVTV
    door)
    Microwaves
    Refregerators
    BCG Matrix
    Ansoff’s Matrix

    Market Product
    Penetration Development

    Market
    Diversification
    Development
    Cont.. New Product Development
     IntroducingNew LG
    Microwave Oven with a
    variety of Auto fixed
    Pakistani Recipes
     A modern Touch to
    DESI FOOD

     Healthy cooking
     Nutritious & Delicious
     Easy to Clean Round
    Cavity
    Print ad
    Already In
    Market
    SWOT
    Strengths Weaknesses Threats Opportunities

    Market leader in Samsung provides Compared with Fast growth of


    home appliances similar products Samsung, its home appliances
    Korean rival
    Wide range of Lack of Price War with Shifting to rural
    products awareness in Samsung areas
    people
    Good after Sales Highest share in
    service home appliances
    mMarket
    Fast innovation
    Commercial
    http://www.youtube.com/watch?v=IDiKE
    0hxkUg
    Conclusion
    LG Electronics Digital Appliance Company is a global
    leader in the home appliance industry.

    Dedicated to enhancing consumer lifestyles through its


    stylish and advanced products by offering creative
    solutions for consumers’ everyday lives.

     LG’s home appliances play a critical role in promoting


    the core values of its corporate brand.

    To achieve the ultimate goal of enhancing its brand


    power by emotionally engaging consumers LG is taking
    fresh and even daring approaches to marketing.

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