Abstract

The caselet focuses on the direct marketing initiatives undertaken by LG Electronics India Pvt. Ltd. (LGEIL) to promote its range of microwave ovens. The caselet describes the use of home demonstrations and product customization, according to the needs of the target segment, as a means to build awareness for microwaves. It also throws light on similar moves adopted by Samsung Electronics. Finally, the case explores the importance of market research to understand consumer buying behavior.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Role of direct marketing as a marketing communication tool
• and Understanding consumer buying behavior through market research.

Keywords

LG Electronics India Pvt. Ltd., Samsung Electronics, Microwave ovens, Fabricare, Direct marketing, Indian Board of Alternative Medicine, Freshetarian and Consumer buying behavior