SUMMER INTERNSHIP REPORT

ON

COMPARATIVE STUDY OF THE FOUR P’S OF

LG AND ITS COMPETITORS
IN THE
DIRECT COOLING REGRIGERATOR
SEGMENT

SUBMITTED BY
JONATHAN D’ROZARIO
ABSTRACT

With the increase in the level of competition it has become vital for every brand to focus on its
marketing mix, i.e. the four P’s of marketing namely product, price, place and promotion. It is
important that every band differentiate itself from the others in each of these Four P’s. This
report basically study’s and analyzes the Four P’s of marketing of LG and its competitors in the
direct cooling refrigerator category
ACKNOWLEDGEMENT

An understanding study like this is never the outcome of the efforts of a single person so I would
like to express a word of thanks to all those whose sincere advice and information made my
training period an educative and informative one. I want to thank Mr. Manish Raj,Mr. Sachin
goel, Mr. Rakesh Rana and Ms. Katha for guiding me through this project. I would also like to
thank all the individuals who have taken out time from their busy schedules and helped me
assimilate the data required for this report. I acknowledge the contribution of all those who
motivated me and guided me in carrying out this academic endeavor.
TABLE OF CONTENTS

1. EXECUTIVE SUMMARY 1
2. OBJECTIVE 3
3. RESEARCH STRUCTURE 3
4. LOCATION 4
5. MARKET OBSERVATIONS 4
6. PRODUCT 6
6.1. FEATURES 6
6.2. COLOURS 8
6.3. DISPLAY SHARE 13
6.4. COMPARISON 15
6.5. MARKET ANALYSIS 23
6.6. RECOMMENDATIONS 23
7. PRICE 24
7.1. OBSERVATIONS 29
8. PLACE 30
8.1. OBSERVATIONS 33
8.2. RECOMMENDATIONS 34
9. PROMOTIONS 35
9.1. RECOMMENDATIONS 36
10. FINDINGS 36
11. CONCLUSION 37
12. REFERRENCES 38