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“Measuring the effectiveness of display of LG product in dealer’s outlet “

A report submitted in the partial fulfillment of the requirements of MBA Program of M.P.Birla Institute of Management

Under the guidance of Faculty guide Prof. Sumitra sreenath

By
Ashish Singh 06XQCM6013 M.P.B.I.M, Bangalore

Acknowledgements

At the onset I would like to express my sincere gratitude to the management and staff of LG Electronics India Pvt. Ltd. for their immense cooperation, which made this project, happen. I am also thankful to Prof. Sumitra sreenath (faculty,M.P.B.I.M ) for her guidance and support and the faith which he had in me. This project would not have what it is now without his cooperation and support.

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TABLE OF CONTENTS

S.No. ABSTRACT 1 a) b) c) d) e) 2 a) 3 a) b) c) d) e) f) g) h) i) j) k) 4 5 6 7 8 INTRODUCTION

CONTENTS

Page No. i 6-10 6-7 7-8 8-9 9 9-10 11-13 12-13 14-29 14 15 15 15-16 16-17 17 18 18 18-19 20-24 25-29 30-31 32-33 34-39 40 41-42

Company Profile Project Objective Limitations Proposed Methodology CONSUMER DURABLE MARKET Opportunities and future VISIBILITY OF LG BRAND Product Knowledge Competitor evaluation Dealer Visit Survey Preparing Questionnaire Pre-test Questionnaire Conducting Survey Tabulation Analysis Graphs Observations CONCLUSION SUGGESTION AND RECOMMENDATION ANNEXURE REFERENCE GLOSSARY

ABSTRACT

5/12/2008

LG was established in 1947 as Korea’s first chemical company, also becoming the nation’s first electronics company with its expansion into home appliances in 1958. The new Corporate Identity was launched including the change of the group name from LUCKY-GOLDSTAR to LG in 1995. LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South Korea was established in January 1997 in India. It is one of the youngest consumer durable brands in the country today, encompassing an impressive portfolio, with the onslaught of numerous brands in the consumer durable market, differentiating as s brand has become a taunting task. Consumers are increasingly becoming more and more complex in their behavior. This study looks at improving the vital aspect of Brand Visibility of LG in the retail outlets. This includes studying the current status, the various methods used and polices followed by the industry majors to make their brand visible to the consumer. This study will have extensive data collection to get perfect quantifiable parameters. After compiling, analyzing and processing the data we reach at the parameters of evaluation. Then recommendations and suggestions to improve the visibility were made based on the parameters. After the analysis it came to light LG's POPs are able to attract the customers. But flow lies in the fact that POPs fail to make the customers to put the thinking cap on. ISDs are also doing a good job with most of the respondents able to reflect upon the experience they had. Couple of good observations from the customers about ISDs was taken note of. The in shop branding didn't really go good with the purpose. This could be accounted to the timing. These observations led to the suggestions and recommendations which largely urge to work on the POPs and ISDs.

5/12/2008

INTRODUCTION

1) Company Profile
LG was established in 1947 as Korea's first chemical company, also becoming the nation's first electronics company with its expansion into home appliances in 1958. The new Corporate Identity was launched including the change of the group name from Lucky-Goldstar to LG in 1995. The wide array of activities that LG conducts is coordinated within three highly

focused business sectors: Chemicals, Electronics and Telecommunications & Services. Each sector has undergone systematic changes, with improved financial compositions, restructured business portfolios and realigned equity investment structures. LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics, South Korea was established in January...
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