Marketing Blunders

Topics: Advertising, Marketing, International Cricket Council Pages: 2 (603 words) Published: May 6, 2013
LG first attempted to enter India during early 1990s floundered as a result of difficulties encountered mainly working with the local importers. The company’s fault was that it did precisely what other white goods brands were doing such as some half-hearted advertising and pushing the products only when the consumer entered the store. But, it again entered the market in January, 1997 after the Indian Government’s light for establishing state-of-the-art white goods factory in Greater Noida and it was named as LG Electronics India Private Ltd. . Low brand awareness among consumers was another challenge for LG in India. Secondly, it had to take care of high levels of import duty, the high levels of competition from the local players and other MNCs, and the sensitivity of Indian consumers towards pricing issues.The company overcame all challenges by using innovative marketing strategies, specifically planned for Indian markets. In order to develop a stronger connect with the Indian audience it initiated a close tie-up with cricket that included signing on leading Indian cricketers and launching cricket games on its television models. It was recognized as the first major MNC that forged very strong tie-ups with cricket by sponsoring the World Cups in the year 1999 and 2003. It focused on products which took care of the health of the Indian consumers only with launches like “Golden Eye” colour television, ACs using the “Health Air System” and the microwave ovens with “Health Wave system” etc. They also came up with localized products like CTVs which had Hindi and regional language menus as options. For the price conscious customers it introduced low priced “Cineplus” and “Sampoorna” range for the rural markets. This shows that how LG became successful global brand in the Indian market the second time. 2.INITIAL BLUNDERS AND SUFFERINGS FOR COCA-COLA INDIA:

Coca-Cola Initially...
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