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LG Electronics India LTD.: "Innovations As Cutting Edge Solutions in Rural Marketing "
LG Electronics India LTD.: "Innovations As Cutting Edge Solutions in Rural Marketing "
LG Electronics India LTD.: "Innovations As Cutting Edge Solutions in Rural Marketing "
Presented By:
ASHISH JAIN
PUNEET AGARWAL
07-II-711
07-II-738
Re-defining the position of Indian Rural Poor by extending the boundaries for their activities (products and services) through Cutting Edge initiatives.
Can LG make energy saving products?? Can LG give him a washing machine which consumes less water?? Can LG give him access to buying products near by his location??
The Solution
Set up of a Life style Research Team which would analyze the needs & preferences of the consumer , In-depth..
Understand at length his comfort levels in terms of what they wants and what they would spend for what they wants.. Make products and service available for him to suit his needs & Preferences.. Have a deep pocket network to make products available for him at a close proximity from where they can access product easily..
4 As of Rural Marketing
Availability Affordability
65 Remote Area Offices under the branch offices that are empowered to directly link to the central billing system for orders. 230 service centers. 2,600 mobile authorized service personnel for villages having below 10,000 residents.
4 As
Acceptability Product localization is the key strategy used by the LG LG came out with Hindi and regional language menus on its TVs. Introduced the low-priced Cineplus and sampooma for the rural market. Awareness
Findings
The rural market accounts for 60% of new CTV buyers for LG
The rural market for LG grew at 25% over the last year, against a 15% growth in urban areas.
Sampoorna TVs sold in the Indian heartland and the semi urban belts, enforced a strong connection with India for LG.