Mini Case Code : CLIM017
Publication date : 2005
Subject : International Marketing
Industry : Consumer Electronics
Length : 03 Pages
Price : Rs. 100
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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
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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.
Questions for Discussion:
1. Comment on the strategy of LG Electronics India Ltd. (LGEIL) of banking heavily on promotional campaigns to increase sales of its products.
2. Comment on LG Electronics India Ltd (LGEIL'S) decision to foray into the rural market in India.
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