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Nilesh parmar Marketing a report on lg electronics
MBA (Narayana Business School)
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SIP Report
Summer Internship at LG
Nilesh Parmar
Enrolment №: 5-20-014
2020 – 22
Undertaking
I, Nilesh Parmar, the author of the SIP titled Summer Internship at LG hereby declare
that this is an independent work of mine carried out towards partial fulfilment of the
requirements for the award of the PGDM-M diploma by Shanti Business School,
Ahmedabad, India. All views and opinions expressed in this report are my mine, and do not
necessarily represent those of the institute and LG Electronics.
Signature of the Student:

Name of student : Nilesh Parmar
Enrolment №: :
Date : 27 June 2021
Place : Ahmedabad
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Certificate
This is to certify that the Summer Internship Project (SIP) titled “ Summer Internship at
LG” has been submitted by Nilesh Parmar towards partial fulfilment of the requirements
for the award of PGDM-M diploma at Shanti Business School and has been carried out under
my/our supervision.
Guide (Name) :
Guide Signature :
Date :
3
Acknowledgments
I Nilesh Parmar , would like to take this opportunity to express my deepest gratitude to my
faculty guide Dhriti Bhattacharjee, for the continuous support and follow up during the entire
process of SIP without which the successful completion of SIP would not have been possible.
I would also like to express my sincere gratitude to my industry guide Siksha Rawat, for her
valuable support and guidance at the organisation and thus helping me in the successful
completion of the SIP.
I am also grateful to our institute Shanti Business School (SBS) and its director
Dr. Neha Sharma for providing us with this wonderful opportunity to work in the corporate
sector and thus providing us with the first-hand experience to understand the corporate sector
by being a part of it.
Finally, I would like to thank the placement team at SBS Mr. Kartik Iyer and Ms. Pooja
Konnar for working tirelessly to place us in our desired organisation with good project(s).
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Executive Summary
SIP which is an integral part of our PGDM/M Diploma at Shanti Business School.
As a student of PGDM, it is a part of study for everyone to undergo SIP . So, for this purpose,
I got the opportunity to work with LG Electronics for my SIP.
LG Electronics is a South Korean multinational electronics company headquartered in
Yeouido-dong, Seoul, South Korea. It is part of the fourth-largest chaebol in South Korea
(LG Corporation
LG has wide range of products in Home Entertainment. In this LG has an audio product,
TONE FREE Earbuds. The first earbuds in the world which has a UV nano charging
cradle that kills 99.9% of E. Coli & S. aureus bacteria on the speaker mesh of the earbuds in
ten minutes while charging.
I was closely associated with LG in project “TONE KA BADSHAH” to promote and sell
Tone Free Earbuds through social media and also through offline media. Our main focus was
on generating new leads and selling the product. Our target audience were the Millennials
and LG customers who were using our different products. Currently the product is new in
market and hence it requires more and more reach to every customer. In this scenario posting
content was a task so that people are aware of the product. Also, I had to generate my own
leads to convert sales for the company. This sometimes involve close interaction with
customers.
Tasks which were given were to interact with Old LG customers and take reviews of LG
Product and also give them exciting offers for new product. Try to generate the leads from
those calls. Cold calling, lead generation, posting content on social media were also the
initial tasks of our sip. Next task included on store dealing with Walk-in customers. Strategies
used to convert the leads was to give them free demo and cashbacks on their purchase.
This report consists of introduction of company, key learnings and the industry analysis.
The sip helped in improving my communication skills, my confidence to interact with
customers of different thinking. I came through many obstacles but my marketing skills
helped me in achieving my targets
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Table of contents
Chapters Page No.

1 Introduction 7-10
2 Learnings from SIP 11-12
3 Industry Analysis 13-15
4 Company Analysis 16-25
SWOT Analysis 26-28
PESTEL Analysis and competition analysis 29-34
5 Details of the Task/Research 35-39
Masterclass 40
6 Literature review 41-42
7 Research methodology. 43-49
8 Analysis of research. 50-55
9 Achievements 56
10 Limitations 57
11 Conclusion 58
12 Bibliography 59
13 Annexure 60-63
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Chapter 1
Introduction
LG Corporation, formerly Lucky-Goldstar from 1983 to 1995 is a South Korean

multinational conglomerate corporation founded by Koo In-hwoi and managed by successive
generations of his family. It is the fourth-largest chaebol in South Korea. LG makes
electronics, chemicals, and telecommunications products and operates subsidiaries such as
LG Electronics, Zenith, LG Display, LG Uplus, LG Innotek, LG Chem, and LG Energy
Solution in over 80 countries. LG Electronics acquired Zenith in 1995 and controls 37.9
percent of LG Display as of 2013. Since 2008, LG Electronics remains the world's fourth-
largest LCD television manufacturer.
LG is the brand that is Delightfully Smart. "Life's Good" slogan, and futuristic logo are a
great representation of what LG stand for. The ultimate goal of LG is to be recognized as the
market leader in business performance as well as in management practices
Mission & Vision of LG
Vision
LG is committed to the development of society and the community. LG aims to create the
values needed by society through constant interaction with society. LG continues to actively
play the roles needed to create a future society that is healthy and sustainable.
Mission
LG aims to achieve its vision of No. 1 LG by practicing People-oriented Management, and
Creating Values for Customers. LG is committed to providing electronic products that help
customers live better. To support this, LG wish to continue bringing added value to the lives
of a consumers. LG's Mission is to remain on number one by creating a better life with our
customers.
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Values
❖ Work life balance
❖ Open Communication
❖ VOE (Voice of Employees)
Products
LG comprises four business units in India :
• Home Entertainment,
• Mobile Communications,
• Home Appliances & Air Solutions
• Vehicle Components, with Starion India.
Product Range
❖ OLED TVs
❖ Projectors
❖ Audio (Tone Free and Home Theatre Systems)
❖ Smart Watches
❖ Washing Machine
❖ Refrigerator
❖ Microwave Ovens
❖ Dishwashers
❖ Vacuum Cleaners
❖ Water Purifiers
❖ Air Purifiers
❖ Fans
❖ Air Conditioners
❖ Computers (LG Gram)
❖ Monitors
❖ Optical Disks
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In the process of keeping company’s Vision, we were trained intensely to make customers a
part of our family. Firstly, the training was given about LG’s work culture. In the training we
got to know why LG is different and gives a tough competition to its competitors. In this
project we were part of newly launched earbuds LG TONE FREE which has 3 variants FN7,
FN6, FN5.
Tone free is the first of its kind of earbuds which has a UV nano charging cradle that kills
99.9% of E. Coli & S. aureus bacteria on the speaker mesh of the earbuds in ten minutes
while charging. The LG tone also has medical grade silicon ear gels. Medical ear gels allows
proper fit and comfort and are hypoallergenic reducing skin irritations. It comes with
Meridian sound which gives natural sound and is equipped with ANC and deep bass for best
sound experience.
LG tone is sold through both online and offline. This project was held both online and offline
which gave us deep insights of digital marketing and the conventional offline marketing
experience also. This internship helped us in building self-confidence.
The tone free were available in online mode and also in offline mode. In the offline at store,
we had to pitch directly to the customers who came for purchasing the earbuds or different
products of LG. If they were not aware of the product they were given brochure and full
specifications of the product were explained. The explanation requires live demo of each and
every specification of the product. The customer experiences the sound given by LG. The live
demo sometimes also requires connection with TV and also videos being played on that. This
gives customer a realistic experience of both tv and earbuds.
Objectives
• To create awareness about the product.
• Building a strong Customer relationship
• Selling the products through cold calling.
• Converting the lead generation through social media campaigns.
• Customer feedback towards LG .
• Direct approach to the customer and satisfaction
• To understand the various principle of marketing and applying them during sales
process.
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Chapter 2
LEARNINGS FROM THE LG TONE SIP
Training-
The sip started with introduction of LG and its products. The orientation included the key
specifications of different products.
In the starting of our SIP, we were trained to sell the earbuds online. In this we were provided
online trainings on how to create and generate leads. The key concepts on how social media
works and how to convince online clients. In this process the customer can get a home demo
of the product. We were given a Tele-calling pitch on how to interact through calls. The first
task was to take feedback from existing customers on how LG products are working. If any
problem was there, they were properly guided through the best possible solution. After that a
live Facebook ad campaign was explained that how we can post an ad. The training was
given by Digital marketer Mr. Tushar Joshi. This campaign gave us a deep-insights on how
social media works through ads. In these various types of investment are done in order to
reach
We were trained for both online and offline
In this training we got to learn about the products which are on the stores and which are high
in demand. Demand also depends on the basis of season. Like in monsoon season the demand
of washing machine increases. Before monsoon season the demand of AC remains on top.
While other products has a full yearly demand but increases on any festival. So, the basic
understanding was given how to identify customer’s need and satisfy customer with the best
product of their type. The training how to interact with customer when he walks up in the
store. Greeting them with a warm welcome and let them specify what they want. The best
way to give a perfect product to a customer is to ask questions according to their needs. When
customer agrees with a key point what they want the product specifications are pitched to
them.
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Tasks-
❖ Understanding the overall functioning of customer relationship Maintaining and expanding the
database through referrals.
❖ Cold calling
❖ Content creation.
❖ Social media campaigning.
❖ Had to perform tasks like interacting with customers and give them demo of our tone free and
converting leads.
Key learnings-
❖ Cold calling strategies
❖ Customer relationship management
❖ Sales pitch
❖ Social media promotion
❖ Content creation
❖ Using hashtags for better reach
❖ Paid campaigns
❖ Ad posting
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Chapter 3
Industry Analysis
Earbuds market in India

History
Introduction of true wireless earbuds has brought about a paradigm shift in the way people
listen to their music. These earbuds provide a user with a tangle free experience while
listening to music as there is no wire connecting the left and right earpieces. The earbuds are
compact and can be carried around in a charging case, making them extremely portable. The
styling and portability of these products have made them popular among the young crowd,
athletes, and fitness enthusiasts, which is expected to drive the market.
The very first truly wireless earphones were made by a Japanese company named Onkyo in
the year 2015. They made their first pair and launched it in September 2015, they called it
“Onkyo W800BT”. Onkyo wireless earphones went out and laid down a precedent and
pioneered in this category of a product which had major possibilities of being accepted by the
consumers.
Being the first in market earphones faced problems with its Bluetooth connectivity, short
battery life, with complaints from users about the uneven sound quality execution while some
others even felt that the wireless earphones were a cause of discomfort while using in
comparison to the wired earphones. The popularity of these truly wireless earbuds was so
much that it even inspired Apple, a top player in the market to come up with their own design
and once it did, the boom really came in this category, and with that, the other major players
in the competition understood and hopped on the trend bringing in the different set of features
on the table. With a bunch of options in hand people really started to come out of their
comfort zones and decided to experiment with the sound experiences.
Since then, new players have emerged in this industry and giving a tough competition to each
other.
Key players-
➢ Sony Corporation
➢ Bose
➢ Sennheiser Electronic
➢ GN Store Nord A/S (Denmark)
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➢ Apple
➢ Samsung Electronics
➢ Harman International Industries
➢ Phillips.
➢ Sony
➢ Skullcandy.
➢ JBL.
➢ Jabra.
➢ Beats.
➢ Boat.
➢ Noise
Many other players are also there in market with less market share.
Market for headphones is pretty good in India, but almost everyone still use cheap, unbranded
earphones. Surprisingly, only 2% per cent of the Indian population actually use branded
headphones or earphones for consuming music. The only challenge is to convince the
remaining 98% to use branded ones. The Indian market posted a massive 700 percent growth
in 2019 and the top three brands contributed almost half of the total shipments. The launch of
many affordable devices by players like Realme, Xiaomi and Noise immediately caught
consumers' attention with their audio quality and ease of use. Apple dominated the earbuds
market in India in 2020, driven by strong sales of its second-generation Air-Pods,. In 2019
Apple grabbed 35 percent share of the India hearables market, followed by an upstart brand
Noise at 12% and JBL at 8%. Samsung with a 7% market share was fourth, while Chinese
brand Realme grabbed 5th spot in just one month of launching its first Buds Air. Bose which
is also a premium had a good premium market share of 5.5% and the rest is captured by other
companies.. In value terms, currently Apple had close to 35 per cent share, followed by
OnePlus (12.5 per cent) and followed by Boat (13.9 per cent) and Realme (13.6 per cent),
Xiaomi (11.2 per cent). Considering that Apple has a substantially high average selling price,
OnePlus and Xiaomi have been able to make the perfect balance in earning both value and
volume market share of the earbud’s opportunity in 2020
Valuation & Growth

The global earphones and headphones market size was valued at USD 25.1 billion in 2019
and is expected to grow at a compound annual growth rate (CAGR) of 20.3% from 2020 to
2027. The global earphones and headphones market size is anticipated to reach USD 126.7
billion by 2027. Moreover, the advancement of technology has led to the development of
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smartphones without headphone jacks as the inclination of smartphone manufacturers to go

wireless has also led to an upsurge in the demand for wireless headphones, which is also
considered to be a major factor boosting the market growth; the growth of earbuds is up to
723%.
Asia Pacific dominated the earphones & headphones market with a share of 31.8% in 2019.
This is attributable to rising consumer disposable income and rapidly growing music industry
in the region
In 2020 the total Unit shipments of wireless headphones were 490millions.
Bluetooth headsets are the most popular wearable device worldwide, and are forecast to
maintain this leading position in the coming years.
While the pandemic slowed demand briefly during the first half of the year, sales rebounded
strongly during the second half. The Work from Home shift benefitted the entire Bluetooth
headset category in terms of sales volume growth. The 2020 market share penetration of
Bluetooth headsets is still low; less than one in ten people own a Bluetooth headset globally,
so there is still significant room for growth.
As leading vendors are no longer bundling wired headsets with new smartphones, we see
huge potential for Bluetooth headsets. New technologies will make grow this market. For
instance, in January 2019, Bose Corporation filed a new patent for earbud insertion sensing
method with infrared technology. The technology aims at extending the battery life of
earbuds by automatically deactivating it when not in use. Longer battery life; that is, Battery
capacity was a huge limitation in the past. Nobody likes charging the battery every couple of
hours. Modern headphones can last over 20 hours per charge—up to 10 hours for in-ear
headphones—which is plenty of time even for most demanding users. Increase in Bluetooth
range so that the limitation of keeping the phone near to earbuds goes off.
Increased integration of new technologies in headphones and earphones and increasing
ownership of mobile phones, tablets, and mp3 players is expected to drive the earphone and
headphone market during forecast period. However, high cost of wireless headphones and
earphones poses a challenge for the market during forecast period.
Chapter 4
Company Analysis
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Life’s Good
LG Electronics is a core company of South Korean conglomerate LG group, alongside LG

Chem. Founded in 1958, LG Electronics has led the country's electronics industry since its
early days as the first producer of radios, TVs and other appliances. Now, it is the second-
largest electronics maker after Samsung Electronics. It is a leading global brand in consumer
electronics, home appliances and mobile communications. More than 75000 people work for
LG in 118 locations
LG Electronics, Inc. engages in the manufacturing of display devices, home appliances,

multimedia goods, electronic parts and develops software. It operates through the following
business areas: Home Entertainment, Mobile Communications, Home Appliance, Air-
Conditioning, Energy Solution and Independent business area. The Home Entertainment
business area provides products such as televisions, monitors, personal computers for IT, Car
Infotainment and produces Chemical and Electronic Materials. The Mobile Communications
business area offers products such as handsets and tablets. The Home Appliance business area
provides products such as refrigerators, washing machines, cooking and cleaning and health
care appliances. The Air Conditioning and Energy Solution business area manufactures
products such as Light Emitting Diode (LED) lightings, residential and system air
conditioners. The Independent business area provides products such as compressors, storage
devices, PC, telematics and solar cells.
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Although LG Electronics lags far behind Samsung in semiconductors and smartphones, the
two companies are in close competition in areas such as TVs, washing machines and
refrigerators, at home and abroad. Headhunting and patent infringement suits are also
common between the two companies. LG Electronics is known for its more laid-back work
atmosphere compared to Samsung, which requires its employees to deliver results in a short
time.
Its affiliated companies, such as LG Display and LG Innotek, produce liquid crystal display
panels and electronic parts. Amid increased competition with its Chinese rivals in consumer
products, LG Electronics aims to boost sales of electronic parts outside the group. It has, for
example, set up a division specializing in research and development and supply to
automakers.
History
The company was founded by In-Hwoi Koo on Oct 1, 1958 and is headquartered in Seoul,
South Korea.
1958–1960s
In 1958, LG Electronics was founded as Gold Star. It was established in the aftermath of the
Korean War to provide the rebuilding nation with domestically-produced consumer
electronics and home appliances. The start of the country's national broadcasting that created
a booming electronics market and a close relationship it quickly forged with Hitachi helped
Gold Star to produce South Korea's first radios, TVs, refrigerators, washing machines and air
conditioners. Gold Star was one of the LG groups with a brethren company, Lak-Hui
(pronounced "Lucky") Chemical Industrial Corp. which is now LG Chem and LG
Households. Gold Star merged with Lucky Chemical and LS Cable on 28 February 1995,
changing the corporate name to Lucky-Goldstar and then finally to LG Electronics.
1970s–1990s
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LG Electronics earned US$100 million in revenue from exports for the first time in its
history. Rapid growth by globalization saw the company establish its first overseas
production, based in the United States, in 1982. In 1994, Gold Star officially adopted the LG
Electronics brand and a new corporate logo. In 1995, LG Electronics acquired the US-based
TV manufacturer Zenith and absorbed it four years later. Also in that year, LG Electronics
made the world's first CDMA digital mobile handsets and supplied Ameritech and GTE in the
US, the LGC-330W digital cellular phone. The company was also awarded UL certification
in the US. In 1998, LG developed the world's first 60-inch plasma TV and established a joint
venture in 1999 with Philips – LG. Philips LCD – which now goes by the name LG Display.
In 1999, LG Semiconductor merged with Hynix.
2000s–present
In order to create a holding company, the former LG Electronics was split off in 2002, with
the "new" LG Electronics being spun off and the "old" LG Electronics changing its name to
LG EI. It was then merged with and into LG CI in 2003 (the legal successor of the former LG
Chem), so the company that started as Gold Star does not currently exist.
LG Electronics plays a large role in the global consumer electronics industry; it was the
second-largest LCD TV manufacturer worldwide as of 2013. By 2005, LG was a Top 100
global brand and recorded a brand growth of 14% in 2006. As of 2009, its display
manufacturing affiliate, LG Display, was the world's largest LCD panel manufacturer. In
2010, LG Electronics entered the smartphone industry. LG Electronics has since continued to
develop various electronic products, such as releasing the world's first 84-inch ultra-HD TV
for retail sale.
Koo Bon-Joon, who was the CEO and the current vice chairman of LG Electronics, was
replaced by his nephew Koo Kwang-Mo in July 2018 as CEO and vice chairman. The move
came after the succession of Koo Kwang-Mo as the chairman of the parent company LG
Corporation who succeeded his adoptive father and uncle Koo Bon-moo after Bon-moo died
of a brain tumour on 20 May 2018.
LG announced in November 2018 that Hwang Jeong-hwan, who took the job as president of
LG Mobile Communications in October 2017, will be replaced by Brian Kwon, who is head
of LG's hugely profitable home entertainment business, from 1 December 2018. Also in
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2018, LG decided to stop smartphone production in South Korea to move production to

Vietnam, in order to stay competitive. LG said Vietnam provides an "abundant labor force"
and that 750 workers at its South Korean handset factory would be relocated to its home
appliance plant.
On 5 April 2021, LG announced its withdrawal from the phone manufacturing industry after
continuous loss in the market. In 2020, LG faced a loss of 5 trillion won (US$4.4 billion).
Board of Directors
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Koo, Kwang Mo
Chairman of the Board
Chairman and CEO, LG Corp.
Kwon, Young Soo

Director
Vice Chairman, LG
Corp.
Ha, Beom Jong

Director
Executive Vice President,

Finance & Accounting Team, LG Corp.
JEONG-DO MANAGEMENT
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Mission & Vision of LG
Vision
LG is committed to the development of society and the community. LG aims to create the
values needed by society through constant interaction with society. LG continues to actively
play the roles needed to create a future society that is healthy and sustainable.
Mission
LG aims to achieve its vision of No. 1 LG by practicing People-oriented Management, and
Creating Values for Customers. LG is committed to providing electronic products that help
customers live better. To support this, LG wish to continue bringing added value to the lives
of a consumers. LG's Mission is to remain on number one by creating a better life with our
customers.
The ultimate goal of LG is to be recognized as the market leader in business performance as
well as in management practice.
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LG and its range of products.
Keep track of every move and let LG’s professional equipment leave a lasting impression
behind your back. The range includes LG commercial TVs, Commercial monitors,
projectors ,video conference call systems and security cameras. Breathe a sigh of relief and
experience bacteria-free purified air with LG India’s innovative air conditioner technology.
Be it the mosquito repellent split air conditioner or superior functioning of commercial and
floor standing air conditioners, ceiling cassette, ceiling concealed duct type and HRV cooling
solutions.
Products
Transform your TV viewing experience and enjoy the thrill of premium TV/Audio/Video,
with LG India’s superior TV viewing technology.
TV/Audio/Video
TVs
➢ OLED TVs
➢ NANOCELL TVs
➢ UHD 4K TVs
➢ SMART TVs
➢ LED TVs
➢ Ultra Large TVs
Audio
➢ Wireless Earbuds
➢ Active Noise Cancelling Earbuds
➢ UV Earbuds
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Sound Bars
➢ Wireless Speaker
➢ Multi Media Speaker
➢ Party Speaker
Being in touch with your loved ones is easier with LG’s stylish and advanced mobile phones
and accessories ranging from smartphones, tablets, mobile accessories and smart watches.
Mobile
➢ Mobile Phones
➢ Smartphones
(LG has quit from the smartphones market but it still has stock of its best featured
phones like LG wing)
Mobile Accessories
➢ Smart Watches
➢ LG Smart World
Your household chores will never seem a burden with LG’s premium home appliances.
Choose from microwave ovens , Side-By-Side Refrigerators, Dishwashers, top and front load
washing machines including the revolutionary Twin Wash machines, air conditioners, air
dehumidifiers, LED lighting and host of other efficient functional devices.
Appliances
Kitchen Appliances
Refrigerators
➢ Door-in-Door™ Refrigerators
➢ French Door Refrigerators
➢ Side by Side Refrigerators
➢ Bottom Freezer Refrigerators
➢ Double Door Refrigerators
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➢ Single Door Refrigerators

➢ Insta-View Door-in-Door™
Microwave Ovens
➢ Neo-Chef™ Smart Inverter Microwave
➢ Charcoal Convection Microwave
➢ Convection Microwave
➢ Grill/Solo Microwave
Dishwashers
Home Appliances
Washing Machines
➢ Front Loading Washing Machines
➢ TWIN-Wash
➢ Washer Dryers
➢ Top Loading Washing Machines
➢ Semi-Automatic Washing Machines
Air Conditioners
➢ Split AC
➢ Window AC
With LG’s efficient Water Purifiers and Vacuum Cleaners, you will always remain fit and
healthy, free from all harmful bacteria.
Water Purifiers
Air Purifiers
Vacuum Cleaners
➢ Cord-Zero
➢ Bagless Vacuum Cleaners
Browsing guilt free with powerful operating system to your rescue and shine professionally
with latest computer products powered by Blu-ray technology.
Computers
Monitors
➢ 21:9 Ultrawide Monitors
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➢ 4K Monitors
➢ IPS Monitors
➢ Medical Monitors
➢ TV Monitors
➢ Gaming Monitors
➢ Office Monitors
LG Computers
LG Gram
➢ Optical Disks
➢ PC-ON Monitors
Projectors
Cine Beam
➢ Home Cinema
➢ Home Cinema UST
➢ Battery Built In
Cine Beam Laser
➢ Home Cinema
➢ Home Cinema UST
➢ Cine Beam Laser 4K
➢ Home Cinema
Styler- The LG styler clothing steamer gives you the power to clean and refresh your clothes
without harsh chemicals, so you can keep them looking their best. The newly launched LG
Styler Garment Steam closet which make laundry day an easy day, specifically intended to
make your life easier by saving you trips to the dry cleaner. It is designed to care for your
clothes, washing and removing creases to keep them in top shape.
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SWOT ANALYSIS
SWOT Analysis is a strategic planning technique used to help a person or organization

identify strengths, weaknesses, opportunities, and threats related to business competition or
project planning. SWOT analysis can be used in any decision-making situation. SWOT
analysis may also be used in pre-crisis planning and preventive crisis management. SWOT
analysis can be used to build organizational or personal strategy. SWOT Analysis is a
technique for assessing these four aspects of your business.
❖ Strengths
❖ Weaknesses
❖ Opportunities
❖ Threats
SWOT assumes that strengths and weaknesses are frequently internal, while opportunities
and threats are more commonly external.
Strength is a characteristic of a business which give it an advantage over its
competitors. Basically, it describes what an organization excels at and what separates
it from the competition. Strengths are things that your organization does particularly
well. Strengths are an integral part of your organization. A motivation which
encourages to achieve more and more.
• Weakness is characteristics of a business which make it a disadvantageous relative to
competitors. Weakness is all about what you could improve, and the sorts of practices
you should avoid. Weaknesses are all those things you do not perform well.
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Weaknesses can prevent you from achieving company goals and objectives.
Weaknesses are negative and internal factors that affect your organizational successes.
• Opportunities are the Elements in a company’s external environment that allow it to
formulate and implement strategies to increase profitability. Opportunities are
openings or chances for something positive to happen. They usually arise from
situations outside your organization, and require an eye to what might happen in the
future. They might arise as developments in the market you serve, or in the
technology you use. Being able to spot and exploit opportunities can make a huge
difference to your organization's ability to compete and take the lead in your market.
• Threats are the elements in the external environment that could endanger the integrity
and profitability of business. This are basically the obstacles you face in getting your
product to market and selling. Threats refer to factors that have the potential to harm
an organization. Such threats are uncontrollable and are proven to be risky for the
stability and survival of the organisations.
SWOT Analysis of LG
Strengths of LG
• Trusted Quality: LG Products are of high quality. People have a blind faith on LG
Products.
• Extensive distribution system: LG is a fast-moving retailer sustainable business,
through its distributor partners, makes its products available on the markets. The
distribution channel of the company is fast-moving with durable goods available in
the global market.
• Through their continuous visibility in the market, they have acquired successful
branding efforts
• The company has a long-term presence in the market and has strong brand value.
Weakness
• The company does not have a strong online presence in the market.
• The advertising of newly launched products are not done at par.
• The company is not very active on social media platforms.
• The price war between its competitors. LG has a slightly costly product.
• LG Electronics is not promoting its products launch on Flipkart and Amazon. LG
Must launch new products by doing tie-up with e-commerce giants like Flipkart,
Snapdeal and Amazon.
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Opportunities
• Due to the change in lifestyle from rural to urban areas, there is an increase in demand
for the home appliances market which is growing at a fast rate.
• The company is accelerating its growth rate by emerging into new markets like UV
nano earbuds and new styler.
• Due to the advanced technology, it has been evolving and partnering with other
leading companies. This creates a better opportunity for LG to invent new things.
• Company must formulate strategies to sell its product in the market
• To enter in new market where it can create new developments for making human life
easier.
Threats
• LG fасes а huge соmрetitiоn in the market.
• Government regulation policies аffeсt the industry.
• Rising rаw mаteriаl соsts аnd therefоre shrinking the business орerаtiоn whiсh
mаkes it less рrоfitаble.
• Аs mоre аnd mоre businesses аre entering the mаrket, the demаnd in the
mаrket hаs fаllen.
• Cheap innovations with good quality has also been a new threat to LG.
• Low price goods available in the market.
PESTEL ANALYSIS
28
PESTEL Analysis of LG analyses the brand on its business tactics.

PESTEL Analysis examines the various external factors which impacts its business. The
PESTEL Analysis highlights the different extrinsic scenarios which impact the business of the
brand. PESTEL analysis is a framework which is imperative for companies such as LG, as it
helps to understand market dynamics & improve its business continuously. PESTEL is an
acronym for the six important forces that affect international businesses in the 21st century.
These forces are Political, Economic, Socio Cultural, Technological, Environmental and
Legal. They are important forces which can have a direct or indirect and deep impact on
businesses.
Let us start the LG PESTEL Analysis:
Political Factors:
The political factors in the LG PESTEL Analysis can be explained as follows:
29
The role of the political factors has grown more important in the 21st century. With LG being
the world leader in electronic home appliances there is also a risk involved. When the
business has grown in multiple parts of the world, its manufacturing units spread across the
world and mainly focusing in Asian region. The political situation of those regions becomes
very critical to be considered. Frequent change in political leaders of a nation causes the
changes in perspective of government in the way it looks at business. Government and
political regulation of businesses can have a deep effect on business and profitability. The
subsidies may be reduced, laws may become more labor centered etc. When goods have to be
moved from one place to another the tax is a major component in the financial transaction.
These laws that govern tax payment also gets revised with political scenario.
Such as in India in 2021 the government decided to impose a 5 percent customs duty. Whole
supply chain gets disrupted and the business finds it tough to be in the position of global
leader.
Economic Factors:
Below are the economic factors in the PESTEL Analysis of LG:
There are several economic factors which directly influence the business of LG Electronics.
The factors depending specific to country like their own taxation policy. Each country has its
own taxation policy in place and it is rigorously followed. Global scenarios like the global
recession of 2008 was a period when public lost its power to buy leisure and fancy stuff due
to cut in number of jobs and weak economy. Their spending power came down drastically.
Exchange rates of national current of South Korea with respect to dollar is critical. Being a
global brand, the currency fluctuations affect business of LG Electronics. More the value of
currency against unit dollar weaker is the indication of currency in international market.
Interest rates in that county also matter because there are many home appliances which user
buys by taking loan and if the bank offering loan at higher rates then it would be difficult for
user to willing fully opt for high loan rates. The rates of steel in international market affects
the overall cost of production of its products.
Social Factors
Following are the social factors impacting LG PESTEL Analysis:
30
People in 21st century have increasing amount of disposable income with them. Except in
times of recession people are in weak economic condition but except that the income strength
of public had increased. The desire to buy more and more advanced home appliance is made
possible with ease to take a loan for the same. They see luxurious brands and their products
as a sign of social status and they are in no compromising position to let their status come
down. LG Electronics as a brand is affected by such social factors. The educational level of
people in 21st century is increased tremendously. The ease with which they can intersect with
smart devises including smartphones, smart TVs etc. is impressive. The socio-cultural factors
also effect the marketing strategy of the firm. The advertisements that are carried out on
Television are seen encouraging by public since they see their favorite celebrity in it.
Technological Factors
The technological factors in the PESTEL Analysis of LG are mentioned below:
Electronic home appliances section has seen a huge surge in the technological advancements.
Starting from big box TVs we have now come to flat screen LED TV which are extensively
accepted and comfortably enjoyed by the crowd. Technology is ever changing and thus the
brand LG should also adopt the same in its products to be in active in the competitive market.
There are many stories like Kelvinator, BPL who couldn’t catch up with the technical
advancements and changing needs of consumer and thus they had to wind up their business.
People prefer cloud storage even for TV. The refrigerates are smart as well. They adopt
automatically with the surrounding temperature to keep the eatable items healthy and fresh.
The 21st century is all about coping up with new cutting-edge technology. Not adapting these
technologies make people lack behind from others which they don’t want. Sometimes social
factor is directly proportionate to technological factors. LG Electronics continuously invests
in R&D to improve product technology. As in 2020 LG spoke that the main goal would now
be on R&D.
Environmental Factors
In the LG PESTEL Analysis, the environmental elements affecting its business are as below:
The main reason and evident criticism that LG Electronics and all home appliance for that
matter face is the amount of carbon footprint they leave behind with each unit of product they
manufacture. The electronic waste that is generated was unregulated until some years.
But when the world as a whole noticed the major and severe issue it posed to the human
waste since it is non-biodegradable. Re-using its components is one way of reducing the
31
waste that is generated per part. Waste that is generated from the manufacturing plant should
be neutralized and then only be poured into water bodies or in air as well.
Legal Factors:
Following are the legal factors in the LG PESTEL Analysis:
Intellectual property is one of the main laws that should be taken care of. Technological
development is carried out via research and Development by all the firms in the sector of
home appliance. They have a separate division of R&D for this sole purpose. But when LG
discovers a new discovery and a breakthrough one like the flat screen TV it should protect the
technology in a way it can’t be illegally used by its competitors and take away their
competitive advantage. Taxation laws change from state to state and they are to be
incorporated to avoid heavy penalties.
Conclusion
To conclude, the above LG PESTEL Analysis highlights the various elements which impact
its business performance. This understanding helps to evaluate the criticality of external
business factors for any brand.
Current market and growth.

According to industry experts, from a strategic perspective, LG is positioned for long-term
success in its core business areas, including consumer electronics, as well as in moonshots,
such as affordable EVs, and in emerging opportunities in connected homes.
Major Competitors
❖ Apple
❖ Sony
❖ Panasonic
❖ Samsung
❖ Phillips
❖ Whirlpool
❖ Haier
❖ Toshiba
32
New competitors.
❖ Mi
❖ One plus
❖ Realme
Competition analysis
Sony
The biggest competitor of LG is SONY. Sony India is one of the most recognized consumer
electronic brand in the country, with a reputation for new age technology, digital concepts and
excellent after sales service. Sony is committed to ensuring that both the products and the
marketing activities employed truly make a difference to people’s lifestyles and offer them
new dimensions of enjoyment. Relentless commitment to quality, continuous dedication to
customer satisfaction and unparalleled standards of service is what differentiates us from
countless competitors and reflects a true image of all that is Sony. But still there are few
things which is not made by SONY and LG leads in this. Sony is a more of a premium brand
than LG. As a major technology company, it operates as one of the world's largest
manufacturers of consumer and professional electronic products, the largest video game
console company and the largest video game publisher. One of the most popular Sony
products was Sony PlayStation, created in 1995. With its help Sony became the leader in
videogames. Sony, with its 55 percent market share in the image sensor market, is the largest
manufacturer of image sensors, the second largest camera manufacturer, and is among the
semiconductor sales leaders. It is the world's largest player in the premium TV market for a
television of at least 55 inches (140 centimeters) with a price higher than $2,500 as well as
second largest TV brand by market share and, as of 2020, the third largest television
manufacturer in the world by annual sales figures.
Samsung
Samsung Group is a South Korean multinational conglomerate headquartered in Samsung
Town, Seoul. It comprises numerous affiliated businesses, most of them united under the
Samsung brand, and is the largest South Korean business conglomerate. Samsung has many
different businesses. It makes mobile phones, cameras and other electronics. 'Samsung
Electronics' who sell Samsung Galaxy products. Samsung is the best known South Korean
brand in the world. Samsung is a tough competitor for LG as it also produces all the products.
33
Samsung leads in smartphone market also. Samsung has been recognised globally as an
industry leader in technology and it is now ranked as a top 10 global brand.
Chapter 5
34
Details of the Task/Research

LG tone is sold through both online and offline. This project was held both online and offline
which gave us deep insights of digital marketing and the conventional offline marketing
experience also. We were given tasks for both online and offline.
Online tasks
In Online mode, cold leads were provided which were from different modes. This included
old LG customers, social media leads and interested customers. Cold calling to these
potential customers and pitching them about LG tone free and convincing them to buy the
product. In this we were provided online trainings on how to create and generate leads. The
key concepts on how social media works and how to convince online clients. In this process
the customer can get a home demo of the product. We were given a Tele-calling pitch on how
to interact through calls. The first task was to take feedback from existing customers on how
LG products are working. If any problem was there, they were properly guided through the
best possible solution. Another task was also to convert these potential customers.
Tasks-
❖ Understanding the overall functioning of customer relationship Maintaining and
expanding the database through referrals.
❖ Cold calling
❖ Content creation.
❖ Social media campaigning.
❖ Had to perform tasks like interacting with customers and give them demo of our tone
free and converting leads.
❖ Monitor social media for trending topics to utilize on social media channels
Offline task-
35
LG has huge network of its own outlets and has partnered with various dealers and shops to
sell their product. LG has its own best shoppe according to sales and performance.
I was assigned at PRIYA SALES Best Shopee PVT. LTD. Indore Madhya Pradesh.
I was under Sales Support Executive (SSE) of LG to sell the product. I was given training by
our SSE on how to pitch to customers and when to pitch. I was specially assigned for the sale
of tone free earphones.
The training gave me a deep insight about the product. Firstly, I need to understand all the
functions of the product so that I can give them demo, as it was a new product and many of
the customers didn’t know about it. The product needs to be paired with the Mobile through
Bluetooth connectivity and then pairing with the LG tone free application which enables
36
extra functions of the headphones. I experienced the product on the first day and made myself
familiar with the sound quality and features.
Some of the features of tone free
• LG TONE Free has a spiral design that maximizes comfort and delivers MERIDIAN
sound for clear & spatial audio. It has Active Noise Cancellation (ANC) for a true
listening experience.
• It is world’s first Headphones with UV nano technology that kills Bacteria up to
99.9%. UV nano is combination of UV LEDs & nanometre. (The process only takes
place for the first 10 min when the case is closed). As Earbuds are one of the only
consumer electronics, we put in our bodies so LG innovated a product which should
be safe. UV LED light built into charging case reduces 99.9% of bacteria (Escherichia
coli and Staphylococcus aureus) on the tip with exposure. Medical Grade ear gels
allow for proper fit and comfort, and are hypoallergenic reducing skin irritations
• It has Meridian HSP sound (Headphone Spatial Processing) which delivers more
natural sound by providing full and proper sound to both ears at the time. It sounds
like you are listening two speakers in front of you.
• In the past, LG dominated the Bluetooth Market with Neckband TONE Products. LG
Neckbands were so successful in past because of their great call quality. Tone free
comes with the highest quality of mics in them. To increase more clear and advance
quality tone free has three mics inside them.
• Tone free comes with Wireless and Fast Charging. Charging your earbuds with up to
an hour of play time and the FN7/FN6 even allows you to charge your case using a
wireless charger.
• Earbuds Finder- You can Locate misplaced or lost earbuds quickly using the earbud
finder tool within the ‘LG TONE&Talk’ app. The app Displays the last location the
headset was connected. Simply click "Start" and the lost earbud will begin to make
noise allowing you to easily locate it. If there is no Bluetooth connection, the
37
Tone&Talk application will show you the last known location of the earbuds on a map
using GPS location.
We had to target potential customers on the shop. Tone free was also available in exciting
combo offers with OLED & NANO cell Tv, Washing Machines and SBS Refrigerators.
In the offline at store, we have to pitch directly to the customers who came for purchasing the
earbuds or different products of LG. If they were not aware of the product they were given
brochure and full specifications of the product were explained. The explanation requires live
demo of each and every specification of the product. The customer experiences the sound
given by LG. The live demo sometimes also requires connection with TV and also videos
being played on that. This gives customer a realistic experience of both tv and earbuds.
This were our everyday task. Sometimes for our premium customers giving home demo was
also a part of our task.
The product was slightly a premium product. The marketing of the product was not up to
mark in Madhya Pradesh region. People were not aware of the product. So, it was quite a
difficult task when it comes to cross selling the product with another product. The customers
usually walked in to purchase appliances and not specifically for headphones. So, the main
task was to sell the product with combo or without combo.
The customers were explained the exciting offers that they would get on the product. It
involves creating the need. The product was very handy and easy to use but still the class for
the tone free headphones were a bit premium.
At the store my work used to start when they were about to finalize the pricing. The offer was
given to customers while they purchased another LG product. Sometimes need to give demo
of the product and make them try themselves.
I was also given the task of registering users for pre-registration offers. This registration
involves customers name and phone number and then they would get an OTP which we need
to verify. Hence, they would get a unique code. This process made them eligible for free
vouchers provided by LG.
Tasks
❖ Research and generate lists of potential customers.
❖ Collaborate with experienced sales professionals.
38
❖ Practical experience with current marketing and advertising techniques.

❖ Perform research and analysis in support of operations.
❖ Perform additional work upon request, like registering customers for vouchers benefit
provided by LG.
❖ Enter contact information into LG’s management systems.
Master Class
The master class was held by DR. SEEMA GUPTA on How People Buy Online. The
masterclass helped us in finding the ways how people buy online. With the pandemic a lot of
customers have started to buy online. The growth of online shopping is simply impressive
39
and it doesn’t seem like it’s going to slow down any time soon. This is good news for us,
whether you’re an online buyer or an online seller.
The reason for choosing online shopping could vary from convenience to competitive prices.
In addition to that, online businesses are trying their best to make sure that the experience of
online shopping matches in-person shopping experiences. It comes as no surprise that the
needs of shoppers are constantly growing. Online shoppers are in demand of new products
constantly. In fact, 75 percent of consumers’ search queries each month are brand new
In this master class we came to know about different techniques what marketers do to attract
customers. How the product is shown to customers. This are the techniques which affect the
sales.
Chapter- 6
Literature review
First
A STUDY ON CONSUMER BEHAVIOUR TOWARDS TV BRANDS SPECIAL
REFERENCE TO LG TELEVISION by N. Bharathi (1 Assistant Professor of Commerce,
40
Padmavani Arts and Science College for Women, Salem-11) and V. Bharathi (M. Phil
Research Scholar, Padmavani Arts and Science College for Women, Salem-11)
In this research I found that Customer prefers a particular brand by judging what kind of
benefit they offer to him /her. Although there are several factors which directly and indirectly
affect the customer buying behaviour, but popularity becomes the dominant factor. Nowadays
customer prefer the brand which is more pronounced among the society and friends. In this
research it is found that the word of mouth plays a major role in high sales because as the
product becomes more popular the more is the demand. Popularity is created by introducing
high advertising tools by launching celebrity, famous personality as brand ambassadors for
their product. People are ready to pay high for such product and view their living style
differently from others. Certain other supportive factors like Brand name, Brand image,
Current trends and Availability also affect his decision of purchase. By analysing this
research paper, I also found that that company doesn’t have good after sales service
They should improve this to cope up with current market. The company is also lacking
behind in marketing of its various products.
SECOND
BRAND PREFERENCE: A STUDY WITH REFERENCE TO WASHING MACHINES by

DR. M. SELVAKUMAR ( Assistant Professor, Post Graduate and Research Department of
Commerce, Ayya Nadar Janaki Ammal College, Sivakasi). K.JEGATHEESAN ( Assistant
Professor, Post Graduate and Research Department of Commerce, Ayya Nadar Janaki Ammal
College, Sivakasi)
While reading the research paper I analysed that LG has the major market in washing
machines. LG has 31.58 % share in the sector. The study conducted showed that majorly
55.2% used washing machine to reduce the work load. I came to notice that media plays an
important role in buying products. They were influenced by the factor of quality of
advertisement. It is found that only washing machine with quality can have regular market.
It is seen that customers do not change their behaviour and also their brand preference and
these consumers with brand loyalty are ready to wait for their favoured brand, if it is not
available in the market. A strong technological advancement is needed with current scenario.
41
Third
THE IMPACT OF AFTER SALES SERVICES ON CUSTOMER SATISFACTION

SPECIAL REFERENCES TO LG ELECTRONICS PRODUCTS, SRI LANKA by
V.Nivethika Student Vavuniya Campus of the University of Jaffna and D. Yoganathan
Lecturer (Prob) Department of Economics and Management. Faculty of Business studies.
Vavuniya Campus of the University of Jaffna.
This research was carried out with the objectives of evaluating the impact of After Sales
services on customer satisfaction in LG electronics products, Sri Lanka
In the research it can be seen that retaining customers has a stronger impact on company
profit than does attracting new customers. Therefore, companies, so as to maximize profits in
the long term, should strive for zero defection through customer satisfaction. If companies
supply 20 products meeting their desires, customers will be satisfied. If companies give a
product surpassing their desires, customers will feel highly delighted and satisfied .
In that way, customers are necessary for the continuous existence of an organization. Since
the survival of any business is dependent on the customer, the main purpose of every business
should be in satisfying its existing customers and attracting a new customer. Hence, I can say
that in order to be successful, organizations have to continuously measure satisfaction level of
their customers in order to assure their existence in the market. Also, I noticed that whenever
the customer has to pay more than the purchase order value, the customer is dissatisfied.
While concluding this research can say that the after Sales services has strong positive effects
on the customer satisfaction in LG electronics, Sri Lanka
Chapter 7
Research methodology.
Research/Survey on earphone market
While performing our SIP I did a research on Earphones industry of India. This research was
conducted to find the customer need. This research gave an insight about what is trend of
42
India in using Bluetooth or wireless headphones. In today’s increasingly competitive wireless

headphone consumer market, consumers are highly influenced in their purchasing decisions
due to headphone form design. This study aims to study the form design methods of wireless
headphone that agree with consumer’s preference. This survey was done to identify the best
possible need of customer.
Objectives of research. As part of my project, I undertook the study of preference on usage
of headphones . The following are the main objective of my project.
➢ To understand the expectations of consumers towards premium earphones.

➢ To find out the usage pattern of headphones by people.
➢ To find out the reason behind selecting a particular brand.
➢ To find which is the most important thing customer considers while buying
earphones(like Style, Bass/sound quality, Battery life, Durability, Comfort,
Functionality, New Technology, & Connectivity etc.)
Research methodology describes how the research study was undertaken. This includes the
specifications of source of data, research design, and method of data collection, the sampling
method and the tools used.
For this research Technique used:

QUANTITATIVE RESEARCH- Quantitative research is the process of collecting and
analysing numerical data. It can be used to find patterns and averages, make predictions, test
causal relationships, and generalize results to wider populations. Research techniques that
seek to quantify data and, typically, apply some form of measurement and statistical analysis.
It deals with numbers and statistics and Surveys & Experiments. It collects information from
existing and potential customers using sampling methods and sending out online surveys,
online polls, questionnaires, etc., the results of which can be depicted in the form of
numerical. collects information from existing and potential customers using sampling
methods and sending out online surveys, online polls, questionnaires, etc., the results of
which can be depicted in the form of numerical.
To collect this information survey is conducted through online forms.
SAMPLE DESIGN
43
Sampling technique
A sampling technique is the identification of the specific process by which the entities of the
sample have been selected.
Geographical area
The study is conducted in Ahmedabad, Indore and Dewas.
Population
Population for this research is set of users who are either using earphones or not.
Sample units
The sampling units used by the researcher for this research, are those who are using
earphones.
Sample size
A total of 55 people were surveyed for this research.
SOURCE OF DATA
Primary data: Primary data is a type of data that is collected by researchers directly from
main sources through interviews, surveys, experiments, etc. Primary data are usually
collected from the source—where the data originally originates from and are regarded as the
best kind of data in research.
The sources of primary data are usually chosen and tailored specifically to meet the demands
or requirements of a particular research. Also, before choosing a data collection source, things
like the aim of the research and target population need to be identified.
The research was done by collecting data by direct survey from the customers through
questionnaire. This research was structured questionnaire.
RESEARCH INSTRUMENT:
Research instrument used for data collecting is online questionnaire and interview schedule.
Questionnaire
The questionnaire is prepared in a well-structured and non-disguised form so that it is easily
understandable and answerable by everyone. The type of questions include in the
questionnaire are open-ended questions, multiple choice questions and dichotomous
questions.
Interview Schedule
The interview method of collecting data involves presentation of oral-verbal stimuli and reply
in terms of oral-verbal responses. Then the responses are filled up in the online questionnaire,
for further analysis.
44
45
Headphone survey
46
47
48
Analysis of the research.
49
Responses on the research conducted.

This research was conducted through online questionnaire and the responses have been noted.
Fig.-1
This research was mainly conducted between young generation. The headphones are majorly
used by young audience. The conclusion we can draw from here is that 18-25 is the range of
age which uses more headphones.
Fig.-2
In the research conducted maximum people use headphones. The conclusion can be drawn
that young generation use headphones majorly. They don’t want people to listen what they
are hearing.
50
Fig.-3
In the above research we can see that Men are the major consumer of headphones.
Fig.-4
The above analysis shows that the headphones have both type of markets. People prefer
wired and wireless both type of headphones.
Fig.-5
In the above research it can be seen that most of the people prefer in ear headphones the ratio
says 47.3% people are interested in in ear headphones while 34.5% people prefer neck band
type headphones.
51
Fig.-6
Fig.-7
With the above both graphs it can inferred that whether it is wired or wireless around 85%
(approx) people prefer branded headphones.
all of the above;

5.69% In
the
Entertainment ;
For listening music; 29.57%
22.18%
Gaming; 12.99% 52
Work/calls; 29.57%
Downloaded by chandana Gowda (chandanargowda206@gmail.com)
below graph it can be analysed that Entertainment and work call have the major usage for
headphones while 22% people use it for listening music. 13% people use for gaming and 6 %
use it for all the above
Fig.-8
Fig.-9
In the above graph it can be seen that 50% of people prefer price range between 1000-2000
which is the most affordable range. 27.3% people can spend around 2000-5000 maybe
because they want premium headphones. Around 27.3% people prefer under 1000rs as they
didn’t want to spend more.
Fig.-10
Majorly 72.7% of people buy headphones yearly and 20% people buy it twice.
53
Fig.-11
Around 74.5% people were ready for advancement in technology and 20% said that would
try and maybe they will accept it.
Brands recalled while purchasing

R ed m i 1.8
Bo at 10.9
JBL 21.8
Bo se 3.6
LG 1.8
R ea l - m e 12.7
On e p l u s 20
Sam sun g 5.5
Sony 5.5
Ap p l e 10.9
Fig.-12
When people buy headphones the above graph shows that which brands they recall. One plus
and JBL were the top most headphones which were considered more. Apple and realme were
also priority of some customers.
54
Premium headphones purchasing expectations.

40
35
30
25
20
15
10
5
0
Fig.1
3
When people purchased premium headphones the expectations were longer life and good
ROI Comfort and style, good quality, good calling quality, better connectivity and sound
effects, and durability.
Basically, they see if the product is valuable for them.
Chapter 7
Achievements
While working in offline mode at the store I got the opportunity to deal with customers
directly.
The work involved explanation of product to potential customers who would buy the product.
While performing my tasks I completed MY FIRST SALE OF FN-5 to a customer who

bought a front load washing machine. The first sell-out made me qualify for the internship
program called TONE KA BADSHAH.
The first sell out gave me confidence and to sell more and excel in sales.
My Second achievement was selling the top model of tone free FN-7 with a combo of
Washing Machine.
55
My Third achievement was selling the Third FN-5 to a customer with a combo of Side-by-
Side refrigerator.
While selling the tone free products when our SSE’s were quite busy due to more footfall
during festival, I used to give to give demo of LG tv and refrigerators. I was successful in
converting sales of 3 customers for television and 2 customers for refrigerators.
• One 43inch tv
• Two 32inch tv’s
• 2 Refrigerators
Chapter 8
Limitation(s)
• The study is limited only to a particular area in Indore, Dewas, and Ahmedabad and
therefore, the findings of the study cannot be the same for other areas.
• All the findings and observations made in the study are drawn only on the information
supplied by the respondents’ which is based on their preference, ideas and hence there
is a chance of bias.
• The response of the respondents may vary depending upon the knowledge and
awareness.
• The time limit was also a barrier because the research was conducted in very less
time.
• Due to covid-19 the research was done in online mode.
56
57
Chapter 9
Conclusion
LG electronics has become a household name in consumer durables. Within a span of time
the company has achieved market leadership. Being vertically integrated, it had access to
some great technology and products, but go-to-market strategy and right portfolio is what
seemed missing. LG is positioned for long-term success in its core business areas, including
consumer electronics, as well as in moon-shots, such as affordable EVs, and in emerging
opportunities in connected homes
LG Electronics that was once the world's third-largest handset maker and saw its feature
phone business peaked some 10 years back, was never a serious contender in the fastest-
growing India market.
Talking about tackling competition the TV business is one of LG’s core strengths and the
brand has been able to maintain market leadership in this space. But with the launch of new
Chinese tv like MI covered the market very quickly. Due to its extensive presence in the
white & brown goods market they are not able to focus on every single product category
properly due to which they are losing their market share in several products like T.V,
Refrigerator etc. In financial year 2020, the leading washing machine brand in India was LG
with more than 29 percent of the total shipped units. Samsung followed not far behind with
18 percent of the market share.
The poor marketing strategy is the biggest factor. Company’s marketing is not up to the mark.
As everyone know advertising creates a good brand image and its helps in boosting sales.
This is also a reason why LG has been losing market share.
New entries have also been making it loose market share as the share is getting divided by
them.
WHAT’S NEXT
LG Group has established an artificial intelligence (AI) research hub to explore growth
opportunities and secure future technologies related with human-like algorithms. LG expects
its AI centre to help solve problems related with their affiliates’ businesses, including
calculating life expectancy for rechargeable batteries and discovering new drug material
candidates
58
Bibliography
http://www.dynamicpublisher.org/gallery/49-s34-s35.f.pdf
https://www.researchgate.net/profile/Marimuthu-
Selvakumar/publication/288503542_BRAND_PREFERENCE_A_STUDY_WITH_REFERE
NCE_TO_WASHING_MACHINES/links/568198f808ae1e63f1eddbb6/BRAND-
PREFERENCE-A-STUDY-WITH-REFERENCE-TO-WASHING-MACHINES.pdf
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=2699838
59
Annexure
.
Digital marketing- The first post
The Second post
60
The third post
61
The fourth and fifth post respectively
62
63
Thank you.
64

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Nilesh parmar Marketing a report on lg electronics

MBA (Narayana Business School)

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LG Corporation, formerly Lucky-Goldstar from 1983 to 1995 is a South Korean

Mission & Vision of LG

LEARNINGS FROM THE LG TONE SIP

Earbuds market in India

Valuation & Growth

smartphones without headphone jacks as the inclination of smartphone manufacturers to go

LG Electronics is a core company of South Korean conglomerate LG group, alongside LG

LG Electronics, Inc. engages in the manufacturing of display devices, home appliances,

2018, LG decided to stop smartphone production in South Korea to move production to

Kwon, Young Soo

Ha, Beom Jong

Executive Vice President,

Mission & Vision of LG

LG and its range of products.

➢ Single Door Refrigerators

SWOT Analysis is a strategic planning technique used to help a person or organization

PESTEL Analysis of LG analyses the brand on its business tactics.

Let us start the LG PESTEL Analysis:

Current market and growth.

Details of the Task/Research

❖ Practical experience with current marketing and advertising techniques.

BRAND PREFERENCE: A STUDY WITH REFERENCE TO WASHING MACHINES by

THE IMPACT OF AFTER SALES SERVICES ON CUSTOMER SATISFACTION

India in using Bluetooth or wireless headphones. In today’s increasingly competitive wireless

➢ To understand the expectations of consumers towards premium earphones.

For this research Technique used:

Analysis of the research.

Responses on the research conducted.

all of the above;

Brands recalled while purchasing

Sam sun g 5.5

Premium headphones purchasing expectations.

While performing my tasks I completed MY FIRST SALE OF FN-5 to a customer who

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