Introduction• The abbreviation of LG brand means Lucky Goldstar,, merging

two south korean companies Lucky and Goldstar.

• In year of 2000, the manufacturer began to manufacture mobile phones.

• Globally, LG is third largest producer of mobile phones.

L.G INDIA• LG Electronics India Pvt. Ltd., a wholly owned

subsidiary of LG Electronics, South Korea was established in January, 1997 after clearance from the Foreign Investment Promotion Board (FIPB).

• LG set up a state-of-the art manufacturing facility at Greater Noida, near Delhi, in 1998, with an investment of Rs 500 Crores

• In 2004, LGEIL also up its second Greenfield manufacturing unit in Pune, Maharashtra

• LG plans to set up Rs 500-cr unit in South

Mobiles market in India

• The mobile phone market in India is highly competitive

• The big players like Sony, Samsung, and local players like Micromax own the majority of shares

• LG Mobile had little awareness among the customers.

• LG Mobile did not have the means to launch a massive advertising and communications campaign.

LG Mobile Mission & Objectives

• Competing with the big guys

• Building awareness cost efficiently and innovatively

• Increasing LG consideration when buying a mobile phone

• Increasing/creating online presence and buzz

• Creating positive sentiment towards LG products

PRODUCT DEVELOPMENT

FOCUSED ON DESIGN LG Electronics has

established design research centers in Italy, China, the U.S., Japan, and India, and is developing world-class design concepts in collaboration with design management centers in Korea.

LG's award winners include the LG G3, 77" curved flexible 4K OLED TV and EcoHybrid Dryer. With the latest recognition from the CES Innovation Awards panel, the company now boast 150 awards total received in the past 10 years.

Phase 1 – Targeting

Phase 2 - Targeting

Product Mix

Promotion Strategies

After a thorough research LG decided to focus on the blogosphere

•with the help of the bloggers(the opinion formers) LG hoped to reach the vast majority of people interested in design, technology, innovation and style.

Promoting Innovation

• LG created supporting profiles in social media websites to boost their online presence

• Facebook – Fan pages and groups for LG Mobile showcasing mobiles and creating interaction between the audiences and the brand/company

• Twitter – announcing news and following bloggers

• Wikipedia

• Flickr

• Youtube

• Events were held where technology savvy people were invited to share their opinion

THROUGH SOCIAL MEDIA

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Market Share & COMPETETORS

Biggest Competetors :

Apple,Samsung,Huwaai

• In N.A. LG raised market share from 7.3% to 16.4% for the same period last year.

Biggest Players : Samsung,Micromax,Karbonn

• 3.8 % market share in India