Abstract

The caselet turns the spotlight on the marketing strategies that LG Electronics’ (LG) adopted in India. It traces the path that LG took to achieve success after meeting with failure in its initial venture into the India market. It also describes how LG understood the Indian consumers and accordingly offered products and framed strategies that supplemented its offerings.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Why LG failed to attract the Indian market initially
• How market research helped LG in offering customized goods
• Role of promotional campaigns in LG’s success in India
• and Potential of rural market in India.

Keywords

LG Electronic Inc. (LG Electronics), LG group, consumer electronics industry, promotion strategy, customized products, needs and preferences, Indian consumers, in-house marketing research, price sensitive, competitive prices, promotional campaigns, promotional activities, brand recall, distribution and sales strategy, rural markets