23380699 LG Brand Positioning Ppt

Brand Positioning & Comparative Analysis of LG

Products vis-à-vis the Market Competitors

Presented By:Nikhil Kumar Dhakha

081092FMG XVII

Company Profile

Established in 1997, LG Electronics India Pvt. Ltd., is a wholly owned subsidiary of LG Electronics, South Korea.

Impressive portfolio - Consumer Electronics, Home Appliances, GSM mobile phones and IT products.

Manufacturing facility at Greater Noida. LG has been able to craft out in ten

years, a premium brand positioning in the Indian market and is today the most preferred brand in the segment.

Project Objective To determine the positioning of LG

Products in the consumers’ mind

To determine the factors affecting purchase decision.

To carry out the comparative analysis to find out the closest competitors

Providing LG with valuable insights from the market helping it in further strategy formulation.

Scope of ResearchLG

Mobile Phones

Refrigerators

Air Conditioners

LCD TV

Central Brand

Product Categories

MethodologyStage 1

• Project Planning & Scheduling

Stage 2• Questionnaire

Designing

Stage 3 • Data Collection

Stage 4 • Data Analysis

Stage 5• Conclusions &

Recommendations

Data Analysis

Segment: Mobile Phones

Brand Awareness & Market Share

Mobile Phones

Market Leader: Nokia

LG has a pie of 6%

Close competitor of

Samsung & Apple



Mobile Phones

Market Leader: Nokia

Ad Recall of 97%

High Popularity



Mobile Phones

Second Leader: Sony

Ericsson

Has a share of 17%

Over 88% Ad Recall

Popular in specific user

segments Segment: Mobile Phones


Mobile Phones


Emerging Player

Has a share of 6%

Close competitor of LG

& Apple


Mobile Phones

Emerging Player

Has a share of 6%

Close competitor of

Samsung & Apple


Attributes affecting Purchase Decision


Brands Evaluation Chart


Brands Evaluation Chart

Image Profile Analysis

Nokia- Closest to the Ideal Product

Sony Ericsson gets the Second preference

Samsung & LG get similar user perception


SPSS OutputWilks' Lambda

Test of Function(s) Wilks' Lambda Sig.

1 through 2 .226 .000

2 .616 .000

Standardized Canonical Discriminant Function Coefficients

Function

1 2

Looks 1.524 -.750

ASS -2.543 -1.457

User Interface .045 .017

Battery Life -1.350 1.236

Camera Quality -.529 -1.681

Sound Quality 1.976 1.613

Business Utility 1.207 1.131

Connectivity Options -.103 .388

Structure Matrix

Function

1 2

Sound Quality .340* .282

Camera Quality .224* .182

Business Utility .017 .581*

Connectivity Options .070 .548*

User Interface .078 .515*

Battery Life -.039 .514*

ASS -.006 .324*

Looks .239 .254*

Pooled within-groups correlations between discriminating variables and standardized canonical

discriminant functionsVariables ordered by absolute size of correlation

within function.


SPSS Output


SPSS Output

Classification Resultsa

Brand

Predicted Group Membership

Total1 2 3

Original Count 1 48 2 0 50

2 14 36 0 50

3 12 2 36 50

% 1 96.0 4.0 .0 100.0

2 28.0 72.0 .0 100.0

3 24.0 4.0 72.0 100.0

a. 80.0% of original grouped cases correctly classified.


Perceptual Map

Conclusions- Mobile Phones

Nokia is the market leader, followed by Sony Ericsson

LG is an emerging player

Direct competition with Samsung, owing to similar user perception

Data Analysis

Segment: Refrigerators


Market Leader- LG

Godrej- Second most popular brand

Samsung & Whirlpool lag behind

Refrigerators

Segment: Refrigerators


LG- Closest to the Ideal Product

Whirlpool gets the Second preference

Unstructured positioning pattern for other playersSegment: Refrigerators

Perceptual Map

Conclusions- Refrigerators

LG is the dominant player in the

market

Other Players have a segmented

market share

Unstructured Positioning of all

other Players

Data Analysis

Segment: Air Conditioners


Market Leader- LG

Voltas- Second most popular brand

Samsung commands the third position

Air Conditioners



LG- Closest to the Ideal Product

Unstructured positioning pattern for other players


Perceptual Map


Conclusions- Air Conditioners

LG is the dominant player in the market

Closer user perception shared with Voltas

LG rated low on Technological aspects like Noise Levels

Hitachi was positioned high for producing low Noise Levels.

Data Analysis

Segment: LCD Televisions


Market Leader- Sony

LG and Samsung close competitors

Philips has a small market share

LCD TV



Sony- Closest to the Ideal Product

LG and Samsung have very similar user perceptions

Videocon has a declining market share


Perceptual Map


Conclusions- LCD Television

Sony is the Market Leader in LCD TV segment.

Samsung – LG, very similar user perception, directly competing with each other.

Recommendation

Similar User perception needed to be carried on, in the Refrigerator & AC Segments.

LG needs to upgrade itself on technologies like Noise Level reduction, Power Consumption in the AC segment.

Innovations to be brought into the products in the Mobile Phone market, improving attributes like Battery Life, Camera Quality etc.

LG needs to bring in better strategies & technology to overtake the closest competitor Samsung in the LCD TV market.

Limitations

Sample Population- Delhi/NCR, covering narrow segment of total users

The sample size of 50 unable to cover the representative opinions of all users

Only four competing brands in every product category chosen

Attributes chosen to study the perception not exhaustive

Future Scope

Discriminant analysis for more than 3 brands in each category can be performed

Attributes can be increased in each product category

Non attributes based analysis can also be included compared with discriminant analysis.

References

Sengupta S , Strategies for competitive advantage , Tata McGraw-Hill Publishing Company Limited, New Delhi , 2003

Boyd, Harper W., Marketing Research : Text and Cases , McGraw-Hill Education,2005

Nargundkar R, Marketing Research: Text and Cases , Tata

McGraw-Hill Publishing Company Limited, New Delhi, 2005 http://wikipedia.org http:/gsmarena.com http://my3q.com

Thank You

23380699 LG Brand Positioning Ppt

Documents

market leader sony lg

nokia lg

players lg

market leader lg oltas

oltas lg

lg ntr

preference samsung lg

ideal product lg