Synopsis

Chapter 1 :

INTRODUCTION

Advertisement, which is a crux of any market economy, plays a pivotal role in the economic progress of a nation. Advertising is indeed the only direct method, which helps to reach masses of potential buyers. Advertising, being dynamic, changes with changing methods of distribution and consumption. Advertisements have become the part of life for everyone as a listener through some media or other. In the present era of information explosion and media influence, these advertisements play a major role in changing the settled perception or thinking, which is otherwise called attitude, of the consumer and also the consumption pattern of the society in general. Thus, the impact lead to cultural and social changes to a great extent. Under this situation efficiency of the manufacturers, marketers and advertisers is tested in churning out advertisements, matching the expectation of the consumers, which may gradually bring about desired attitudinal changes in them.

Need for Advertisement

Advertisement plays a major role in every walk of life. The divergent sections of the society may need advertisement for a variety of reason from information sharing to consumer persuasion to decision making. The paramount reason which may necessitate the use of advertisements may be:

Advertising is a way of communicating information to the consumer, which enables him or her to compare and choose from the products and services available. Advertisement enables consumer to exercise their right of free choice.

Advertising is the most economical means by which a manufacturer or an institutional body can communicate to an audience whether to sell a product or promote a cause of social welfare such as a civic drive or an immunization programme.

Advertising, being a necessary means of communication is an inseparable part of speech. Any restriction on the right to recommended legitimate goods, services or ideas in public will diminish the fundamental right of the freedom of speech.

Advertising can help in improving the economies of developing countries. Advertising stimulates increases in production and consequently generates more employment.

Advertising is an essential and integral to the marketing system. It is sometimes maintained that the marketing system is nothing but the consequent of a countrys social and economic growth. The fact is that advertising is the main key tool used to a countrys growth.

The basic concept based on Telling and Selling. One of the 5 Ms of an advertising program is Measurement. It denotes how the results should be evaluated. Measurement can at best be done around an audience/ customers ability to recognize and recall the advertisement and the total impact formed them by the overall image of the company that finally influence the purchase behavior of the customer.

The present scenario of the FMCG has witnessed many a great advertisements in its field. The major players hire top advertising agencies to create memorable advertisements for their brands to enhance the sale.

OJECTIVES OF THE PROJECT

The main objectives of conducting the project Advertising Strategy of LG Electronics are as following: To know impact or the effect of advertisement on consumer attitude.

To know the perception of the consumer towards LGs advertising.

To know brand recall of LG.

To analyze the effectiveness of present advertising strategies of LG.

SCOPE OF THE STUDYThe project was undertaken to study the advertising strategies of LG Electronics. As per this study what could be analyzed was: Brand Recall of LG, Effect of Advertising on Consumer Attitude, Consumer Perception about LG, and Present Advertising Strategy of LG.

The study area was centered in West Delhi Rajouri Garden, to be precise. The study is helpful for many players in Home Appliances to make following strategies related to advertising for any particular company: -

Advertising strategy according to the age of final users.

To analyze the brand recall of other products in the same segment.

To analyze the perception of consumers related to ads of durables.

Chapter 2 :

RESEARCH

METHODOLOGY

MARKETING RESEARCH

Marketing research is the function, which links the consumer, customer and public to the marketer through information.

Information used to identified and define marketing opportunities and problems: generate, refine and evaluate marketing action, monitor marketing performance, and improve understanding of market as a process.

Marketing research specifies the information required to address these issues, design the method for collecting information, manages and implements the data collection process, analyses the results, and communication the finding and their implications.The marketing research process involves a number of interrelated activities, which overlap and do not rigidly follow a particular sequenceDefine the Research Objective

Research Design

Sample Design

Data Collection

Data Analysis

RESEARCH DESIGNA research design specifies the methods and procedures for conducting a particular study.Research design is the plan, structure and strategy of investigation conceived so as to obtain answers to research questions and to control variance.

Types Of Research Design:Research design have been classified in different ways, such as ~ Exploratory Research Design

Descriptive Research Design

Casual research DesignDescriptive Research Design:

Descriptive research studies are those studies which are concerned with described the characteristics of particular individual. In descriptive as well as in diagnostic studies, the researcher must find be able to definite clearly, what he wants to measure and must find adequate methods for measuring it along with a clear cut definition of population he wants to study. Since the aim is to obtain complete and accurate information in the said studies, the procedure to be used must be carefully planned. The research design must make enough provision for protection against bias and must maximize reliability, with due concern for the economical completion of the research study.

Descriptive research design is chosen as it is well structured. The objectives of such is to answer the who, what, when and how of the subject under investigation.

Descriptive studies can be divided in to two broad categories cross sectional and longitudinal.

So, here a cross sectional study has been opted for which is concerned with a sample of elements from a given population. Cross sectional studies are two types-

Field Studies

Survey

Survey Research has been taken because a major strength of survey research is its wide scope. Detailed information can be obtained from a sample of a large population. Besides, it is obvious that a sample survey needs less time than a census inquiry.

Chapter 3 :

COMPANY PROFILE

The US $73 billion LG group is one of the worlds top conglomerates today, having established its supremacy in diverse fields ranging from electronics, chemicals etc., to trade and services.

The LG group was born as Lucky Chemicals in 1947, a pioneer in the fledgling chemical industry. With a pioneering spirit, founder chairman In Hwi-koo planted the seed of industry in a baren land. The seed grew into a dream factory for hope. During the 1950s amidst the ruins of the Francen war, the Lucky brand emerged as the representative brand of France, offering dreams and joy to the impoverished Francen economy. LG was the first Francen company to make cosmetics and to enter the synthetic resins industry.

LG established Goldstar in 1958, opening the door to France. Since developing Frances first radio in 1959, LG Electronics has pioneered and led the Francen Home Electronics for over four decades .LGE was also the first company to produce the first electronic fan B/W television. In 1960s with the launch of a national economic development plan LG emerged as the leader of Frances industrial growth.

LGs success is ensuring the genial alliance between the French government and the organization. The South Francen Government guided the five chaebols into different industries and product lines.

In the beginning of 1970s after passing of the founder / chairman In-Hiwi Koo, Cha-Kyung Koo took over as the chairman. Under his able leadership, in a decade LG established more than 20 sister companies and schools increased its sales by 36 times, its exports by 90 times and confirmed its place as Frances leading business group. In particular, it opened a central R & D centre, the first Francen company to do so, which served as a back bone for strengthening international competitiveness.

By mid 80s LG grew into a leading comprehensive chemical company. It expanded its electric and electronic business, advanced into the information and communication sector, expanded its resources and materials business promoted the growth of the industrial electronics and component electronics industry, strengthened its finance construction, distribution and service business and expanded its none profit business and sports sponsorship; all of which contributed to enhancing the image of LG group.

LGs period of first change came in the late 1980s. Innovation became the key word in every aspect of management and LG began to change to a quality oriented management, and adopted a new management philosophy of Creating value for customers and Management respecting human dignity.

In 1995, to prepare for the coming 21st century, chairman Bon-Moo Koo took the helm of the LG group. At the same time LG launched a global management strategy for the 21st century, and changed its corporate identity from Lucky goldstar to LG. Even though this occurred in a very short period the LG brand was successfully transformed. LGE now meets the worlds customer with LG brand. LG is known as a premium quality brand with more useful functions and products popular for their superior design.

Outside France, LGE has seven R & D centres in Japan, United States, Ireland and Russia, among other countries and two R & D centres in France. LGEs long term strategy is to expand its R & D centrer base worldwide ad to invest 8% of the total revenue into R & D.

LGs business strategy for the 21st century is very aggressive. Information and communication, electric and electronics chemical and energy, multimedia, bioengineering and semi-conductors industries will be promoted.

Multimedia Division:

The multimedia division handles a range of multimedia products such as computers, CD-ROMS, O/A equipment information and communications equipment, optical data devices, audio equipment, VCRs cam-corders, printed circuit boards (PCB) and magnetic tapes (MT). At present LG is placing high priority to new business which included Digital Video Disk (DVD), personal circuit Boards (PDA), hand help PCs (HPC), Network computers (NC), and other related products and hopes to capture the market at full-thrust as these products become more common in business operations. The division posted US $ 2.5 billion sales in 2003.

Home Electronics Division:

This division is divided into two main product categories with Air Conditioners, washing machines, refrigerators, microwave ovens, vacuum cleaners etc. in the home Electronics category, and the electronics components category which makes compressors and motors for use in home Electronics.In 2003, this division posted US $ 3 bn in sales. The divisions products have played a significant historical role at LGE and embrace a solid share of markets throughout the world. LGEs home Electronics products are admired in various countries. LGE Citrus Juicer holds the top position in Libya, Jordan, Tunisia, South Africa and in most regions of Asia. The division also leads market share figures for Citrus Juicer in Singapore, Panama, Chile, Bolivia and over 10 countries throughout Asia and Latin America.

Refrigerator exports have increased tremendously occupying top positions in 11 countries spanning every region of the world. Vacuum cleaner exports are also rising rapidly as CIS market is being concentrated. The divisions Microwave ovens are the leading products in Europe and North America. Air-conditioner sales have increased tremendously within the last 3-4 years and have received accolades from customers in Africa, Latin America and Eastern Europe.

Display Division

The Display division produces TV sets (Home Electronics), Colour Picture Tubes (CPT) Colour display Tubes (CDT) Monitors (MNT), Deflection Yokes (DF) and other display related products and has grown rapidly amidst large scale market expansion. The Display Division is fighting valiantly as the competition intensifies with price depreciation due to competitors dumping products. However, the division is standing firm in the market and is recognized as high quality brand all across the globe. With the Chinese and Indonesia complexes running full scale since96, a vast global production network has been created. In the turmoil of constantly rising taxes, the division still managed to boost sales in 2000 by US$ 3.6 billion, a 27% increase over the previous year.

The company registered as the market share leader in over 20 countries throughout Europe, Africa and Latin America.

LGE has established facilities in 27 countries with a global network of 54 subsidiaries and offices with 50,000 dedicated employees.

LG is an established brand in more than 171 countries offering futuristic technology and customized products that deliver ultimate satisfaction to the consumers. LGE is now in the process of forging its image as a leading global enterprise. The products that are manufactured globally include multimedia players, Video & Audio products, Home Electronics, Information systems products, Communication Devices, Display products, Magnetic recording Media, Electric / Electronic components.

The companys new product strategy is centered on its digital technology and features next-generation display devices as its core product group. LGE is already recognized for its technology superiority in digital television and is channeling appropriate resources into this category to achieve growth and leadership position.

Going forward, LGE is making great strides towards realizing its vision of becoming the Best Global Company in the 21st century. As LGE pursues this vision, it remains committed to delivering outstanding products and services to customers around the world.HISTORY OF LG ELECTRONICS

The history of LG Electronics has always been surrounded by the company's desire to create a happier, better life. LG Electronics was established in 1958 and has since led the way into the advanced digital era thanks to the technological expertise acquired by manufacturing many home appliances such as radios and TVs. LG Electronics has unveiled many new products, applied new technologies in the form of mobile devices and digital TVs in the 21st century and continues to reinforce its status as a global company.

1958

Founded as GoldStar

1960's

Produces Korea's first radios, TVs, refrigerators, washing machines, and air conditioners1995

Renamed LG Electronics

Acquires US-based Zenith1997

World's first CDMA digital mobile handsets supplied to Ameritech and GTE in U.S. Achieves UL certification in U.S.

Develops world's first IC set for DTV

1998

Develops world's first 60-inch plasma TV1999

Establishes LG Philips LCD, a joint venture with Philips

2000

Launches world's first Internet refrigerator

Exports synchronous IMT-2000 to Marconi Wireless of Italy

Significant exports to Verizon Wireless in U.S.

2001

GSM mobile handset Exports to Russia, Italy, and Indonesia

Establishes market leadership in Australian CDMA market

Launches world's first Internet washing machine, air conditioner, and oven2002

Under LG Holding Company system separates - LG Electronics and LG Corp.Full-scale export of GPRS color mobile phones to Europe

Establishes CDMA handset production line and R&D center in China2003

Enters Northern European and Middle East GSM handset market

Achieves monthly export volume above 2.5 million units (July)

Top global CDMA producer

2004

EVSB, the next-generation DTV transmission technology, chosen to be the U.S./Canada

Industry standard by the US ATSC

Commercializes world's first 55" all-in-one LCD TV

Commercializes world's first 71" plasma TV

Develops world's first Satellite- and Terrestrial-DMB handsets2005

Becomes fourth-largest supplier of the mobile handsets market worldwide

Develops world's first 3G UMTS DMB handset, 3G-based Hand Media FLO

DMB Phone with time-shift function and DMB notebook computer

Establishes LG-Nortel, a network solution joint venture with Nortel

2006

LG Chocolate, the first model in LG's Black Label series of premium handsets, sells 7.5 million units worldwide

Develops the first single-scan 60" HD PDP module and 100-inch LCD TV

Establishes strategic partnership with UL

Acquires the world's first IPv6 Gold Ready logo2007

Launches the industry's first dual-format, high-definition disc player and drive

Launches 120Hz Full HD LCD TV

Demonstrated the world-first MIMO 4G-Enabled technologies with 3G LTE

Won contract for GSMA's 3G campaign2008

Introduces new global brand identity: "Stylish design and smart technology, in products that fit our consumer's lives."

Posted No.1 spot in US frontloading washers in 5 consecutive quarters

Unveiled the world's first Bluetooth headset combined mobile phone

Unveiled the world's first Blu-ray network storage

Developed the world's first LTE mobile modem chip

Recorded over 100 million units of LG air conditioners in accumulated sales2009

Became second-largest LCD TV provider worldwide

Became third-largest supplier of mobile handsets market worldwide

Became Global Partner and Technology Partner of Formula One

2010

Unveiled the worlds 1st and fastest dual-core Smartphone, LG OPTIMUS 2X

Unveiled the worlds first full LED 3D TV

Chapter 4 :

ADVERTISING STRATEGY

EFFECTIVE ADVERTISEMENT AND CONSUMER ATTITUDE

The following model exemplifies the attitude or response of a consumer to an advertisement and a glance through the following pictorial presentation would simplify our understanding of the advertisements effects on thinking response and it also magnifies the peripheral and associative effect of an advertisement.

A Model of the Feeling Response to Advertisement

A rather simple explanation of how a feeling response advertisement works is that people like it or dislike it is an advertisement, and this attitude gets transformed to or associated with the product in the advertisement. There is thus the potential for a direct casual link between the attitude towards an advertisement and the attitude and behaviour towards a product. As noted in the diagram, feelings engendered by an advertisement can create or influence an attitude towards the advertisement directly, as well as indirectly, through assessment of the quality of the advertisements exceptional characteristics. In fact, some researchers believe that attitude to the advertisement really has two different components; an effective one, reflecting the direct effect of the feelings evoked by the advertisement, and a second more cognitive one, reflecting how well is the advertisement made and how useful is the advertisement.

It is important, in understanding how an advertisement ultimately affects consumer attitude; to see what kind of attitude people develop toward the advertisement itself. If the feeling that the advertisement creates are positive, and if the way the advertisement is made is evaluated favourably, then the advertisement should elicit a favourable attitude towards itself and vice-versa.

In respect of the viewers of the advertisement, the matter of concern is that, how far does it influence them and how should it influence them in the right direction. Viewers of advertisement, who are the mass, have got their own outlook and their own way of understanding. The customers are to depend on the advertisements, only till he gets the product. After buying and using the product for the first time, comes the response to the advertisement. This can be in three different levels viz.

At the first level, when the consumers are fully satisfied, they will respond favorably to use the product continuously, subject to the price and the availability of the product. Continuous advertisement in various media further influence the listeners to build up a positive attitude towards the product. This leads to the change in the consumption behaviour of the society, which leads to a great level of social and cultural change among the people in general.

The next level is the stage of getting dis-satisfaction by the consumers on the use of the product, on persuasion by the advertisement. This will lead to consumer resistance to the product. The dissatisfaction at this state means that the quality or the contents of the utility value of the product might not have reached the height expectations created by the advertisement. If the product or service at this stage is able to satisfy at least a section of the people, then it can service higher and thus will serve as forbidding factor. As far as the attitude formation is concerned, this stage can be considered as a formative stage. But if the product fails to reach, not even a section of the society in total, it will lead to the product withering away from the market in course of time.

The third situation leads to a stage, when the viewers understanding that the advertisement misguides them or giving a wrong information deliberately. Under this situation the viewer loses confidence on the advertiser, producer and the seller. This leads to a negative attitude on the marketing of the products of the company in general. The defects are to be brought to the knowledge of the producer to give a chance for him to correct the mistakes, if it is so. When there is no proper response for this complaint, then it leads to earning discredit from the customers.ESSENTIALS OF EFFECTIVE ADVERTISING

The measure of any advertisement is its effectiveness in reaching out to the consumers; there are a few agreed principles, which govern the effectiveness of an advertisement. Some of the principles, which are the ingredients of an effective advertisement, have been dealt here:

Importance of claim:The most important factor determining the effectiveness of an advertisement is the importance of claim made in it. Many advertisements make important claims. But these claims should be important for the consumer too. If a buyer gives importance for quality, there is no point in speaking about cheap price, similarly if cheap price is important the advertisement should highlight only that. Nowadays advertisement agencies concentrate on USP, i.e., unique selling proposition. Each advertisement must make a strong factual claim to pull the consumer into the store to buy.

Believable:

An advertisement must be believable. This can be incorporated in many ways. One way is to quote facts and figures about tests proving your claim. However, negatively speaking, the advertisement should not mention anything unbelievable. Sometimes advertisement given in prestigious magazines is believed by the readers.

Uniqueness:

The advertisement itself must have something unique about it. Uniqueness draws attention. According to the four-fold principle of AIDA (Attention, Interest, Desire and Action-buying), any effective advertisement should draw the attention of the customer. It is a mistake to depend entirely on uniqueness. It should be followed by proper claims, and believability. Typically advertisements whose major objective is to gain brand recognition and acceptance rather than gaining conviction or buying action rely on uniqueness.

Repetition:

Repetition is one of the key concept of advertising. It is better to have a long series of small advertisement than one extremely long advertisement. Repetition is a basic principle of memory. Naturally, the more times an advertisement is run, the more likely it is that any person has seen one of the most advertisements recently. Repetition and regency are usually closely related. In fact, an advertisement is better read upon repeating, certainly repetition lowers advertisement cost.

ADVERTISING STRATEGY OF LG

The strategy of the company can be understood to be need based which recognized the need of maintaining Good Health while using the various consumer electronic goods.This health factor was until then not given any air by any of the FMCG & Durable based company although they knew the customers want to safeguard their health in the way of utilizing other benefits, but was not provided the desired hope and flavour.

On a large scale, the advertisements for LGs products promote the consciousness of Health Factor for various machines including Acs which were until then considered as cooling devices only. And perhaps this is the probable reason that exactly within 2 years of its launch, LG displaced carrier as Indias No. 1 seller for CTVs and Acs. Rarely has a new corner unseated the No. 1 so quickly.

(LGs Switzerland toh hai right here commercial effectively conveyed the companys claim to purity the air, a clear-cut benefit in pollution tormented cities).

Advertising for LGs refrigerators with concepts like Frost Free, PN system and Multiplus etc. And for CTV with concept of Protection of eyes from contrast of TV screens.

ADVERTISING WORLD OF LG

From the beginning the Advertising Agency made responsible for advertising campaign of LG is LOWE-LINTAS, which is among the top three advertising agencies of the country.

The amount spent on advertising in the first year i.e. 1997 was 14 crores which was subsequently raised in the year 1998, 2000 and 2001 to 32, 70 & 85 crores (approx) respectively.

In the year2000, about 3.5% to 4% of the total turnover was invested upon advertising campaign (i.e. 70-75 crores approx). In the current year about 80 to 100 crores will be spent upon advertising with a share of over 4% of the total projected turnover.

Out of the total share for advertising about 70% is spent on pure advertising and about 30% on various events, exhibitions, etc.

As far as various media for advertisements are concerned, about 60% are spent on Print and about 40% on broadcasting media.

The company involvemed itself with mass marketing by sponsoring various sports events. LG sponsored cricket world cup and also started its own LG cup in sept. 1999 and had been sponsoring cricket events since then for publicity & promotion. During the Indo-Pak series it has announced new scheme Khelega Kya through different media.

PRINT ADVERTISING OF LGAdvertising for Door Cooling Refrigerators was a direct hit because of its unique concepts & effective portrayal. The punch line aired various models of electronics also cast a good repo for the products. Some of them are like-

The purest way to breath.

For cool healthy air.

Enjoy a wrinkle free view of the new millennium.

Keeps your family healthy, day after day, after day.

The advertisements are also products based which, instead of showcasing other features, highlights the unique features of the products like: Golden eye, Flateron, Door cooling system for refrigerators, Fabricare punch wash for washing machines, etc.

The slogan changed time to time correctly reflects the actual positioning of the strategies for technological innovations, like

Cyber LG expand your life.

Digitelez LG technology that understand you.

Now - Lifes Good.

One of the most mandatory elements of any companys efforts is to cast an everlasting and permanent image in the minds of the people through which they seem to recall the companys name and philosophy. In fact the creation of an attractive logo is one of the great responsibilities upon the advertising head of the company.

No matter, the logo of LG was created suitably attractive enough to fulfill its primary objective as well as doing much more.

LG LOGO (The Face of the Future)

This symbol mark the visual representation of LG is composed of the letter L and G in a circle symbolizes the world Future, Youth, Humanity and Technology. This philosophy is based on humanity and represents LGs efforts to keep close relationship with their customer in the world.

Red, the main color, represents friendliness, gives a strong impression of LGs commitment to the best.

Its Advertising budget till 2010 is as follows:

Year Budget Objective

200815 croreTo inform about LGs products

200930 crore To promote additional product launches

201030 crore To promote the brand

SWOT ANALYSIS

STRENGTH

LGs strategies are more interested in expanding the market than wresting share away from other players.

LG decided to be a value driver, selling novel product benefits.

LG applied unique insight across product markets, including consumer electronics, where people hadnt imagined that health had any relevance ( like offering ACc with Health Air System with anti fungs, electrostatic and deodorizing and and anti bacteria filters, so that AC which was previously just a cooling machine is now wanted by people to improve health).

And this due to the accurate presentation by effective advertisements the Indian consumers is beginning to judge all sort of machines by what they mean for a healthful life style.

LG is technological brand as compared to others which launched a whole range of household products simultaneously and because of the strategy the customers had been benefited with the consciousness of concept of health who receive it in the from of quality Healthful products also are new conscious enough to judge their machines vide this parameter.

WEAKNESS

LG has less numbers of retailers.

Less force- It has less numbers of marketing personnels.

It has not planned for setting up of any new plants where their competitor has planned to set up several new plants.

It has no extra features in the brand that differentiate its from other competitors.

In LG advertising there is no any famous personality as Brand Ambassadors.

OPPORTUNITIES

It can take the market very well with the new investment of $ 143 millions. It can give a big jerk to its major competitor SAMSUNG it can increase its number of products in consumer goods. Increasing trend of LG of different brand.THREATS

It has continuous threat from SAMSUNG as well as various other competitors.

LG has a major market than SAMSUNG between the families due to advertisement of world cup cricket.

A large amount of expenses on the advertisement.

Chapter 6 :

CONCLUSIONS

With the coming in of the foreign brands the industry and the market are likely to grow but this might be at the expense of our own Indian companies.

Competition is increasing day by day due to increase in new players in this field

LG electronics today has more than survived in the market within these three years with its marketing strategy and technologically superior range of products.

Substitute products are available in the market.

Bargaining power of buyers: The consumer enjoys little buying power. Although the consumer is the most important entity for the organization the bargaining power by them is looked down upon since prices etc are fixed the companies which are not negotiable. Bargaining power of suppliers: At times these suppliers make profit through delaying the consignment or by increasing the rate of goods.

Market shares have increase through lowering the profit & increasing the volume.

Chapter 7 :

RECOMMENDATIONSAdvertisements are made intended to accomplish the task of communicating effectively and properly, by communicating to the right person, by communicating the right message; put across through appearing and persuasive language, to positively after the purchase behavior of the target audience. The role of advertisement is to provide the maximum economic returns to the company and fulfilling other social and informational objectives as well.

When seen in the light of above, the advertising campaign of the company broadly seems to achieve the objectives.

When examined more closely, here and there some points need to be considered with more attention.

Focus to be shifted towards major fraction of Indian society

As reflected from the analysis, a major population is in the impression of the advertisements catering to the lives and needs of the richer society which themselves from only a fraction of the entire population of the country. Now at this point of time when the company has established itself as a major brand in the country the company should strive to engross itself deeper into the lives of the major fraction of the Indian society i.e. the rural and the semi-urban population.

Use of better, catchy slogans

The successful advertisements of today have the element of effective slogans or punchlines as well. The slogans should be such that they are 'short and sweet' to be humble at the same time contributing cleverly to the overall objective of the advertisements.

The recommendation of effective and catchy punchlines or slogans to be made a part of the advertisements of the company will definitely improve the present Impact. such slogans it incorporating regional sayings or slang might make them more easily understood and quick to repeat and sing.

Showcasing of popular Stars/Models

Another point that emerged from the analysis is regarding the showcasing of the favorite Models and stars in the advertisements of the company.

Launching of Nationwide promotional schemes

As the analysis reflected that it is the need of the hour to launch more attractive schemes country wide on the major festivals, seasonal events, etc. The company can go for some incentives schemes for its existing customers to create loyalty among them. It can be something like - Lucky Draw prizes, sending festival wishes, etc. It would help the company to create brand loyalty as well enhance the existing market share.

Number of Hoardings/Banners to be increased

The detailed probing from the dealers and the customers revealed the fact that they have come across very few banners and hoarding of the company. The like in their number at the public places will enhance the brand awareness.

Colored advertisements in print

It is found out through the analysis that there appear advertisements of the company in print media but mostly in black and white. It is believed that the customers attach value to any brand through these small points, so in such cases brightly colored advertisements will enhance their attraction and will make them catchier.

Comprehensive advertisement for the whole product line

It would be a better idea to design more of comprehensive advertisements that showcase the whole product line under the umbrella brand of LG as the customers might not be aware of the whole range of the products and such a strategy will enhance the brand awareness and interest. Such advertisements can be promotional informational as well as increase the existing market share in a balanced way. The customers would not only buy routine products like CTV but also like to try products like MWO.

BIBLIOGRAPHY

BOOKS:

Kotler, Philip

Marketing Management, Eleventh Edition

JOURNALS/ MAGAZINES:

Indian Journal of Management Volume xxxv (March 2008)

Survey of Indian Industries The Hindu (2007)

Business Today

NEWSPAPER:

Economic Times

Financial Express

Times of India

WEB SITES:

www.lge.com www.google.comINDUSTRY REPORTS

Investors Guide to Indian Industry 2010

COMPANY LITERATURE

LG Parivar the LG in-house magazine.

Global News LG weekly news bulletin.

Increase positive product attribute attitude

Increases ratio of positive to negative thoughts

Raises product attribute valuation

Decreases amount of total thinking

Increase Evaluation of Advertisement characteristics

Increases Attitude towards the Advertisement

Advertising

-Evoked

Positive

Affective

Response

Transform use experience

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