23380699 LG Brand Positioning Ppt

& Brand Positioning & Brand Positioning Comparative Analysis of Comparative Analysis of

- - LG Products vis à vis the - - LG Products vis à vis the Market Competitors Market Competitors

:Presented By Nikhil Kumar Dhakha

081092 FMG XVII

Company Profile 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 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 Research Scope of Research

MethodologyMethodology

Data Analysis Data Analysis

Segment: Mobile PhonesSegment: Mobile Phones

& Brand Awareness Market & Brand Awareness MarketShareShare

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



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 Attributes affecting PurchaseDecisionDecision


Brands Evaluation Chart Brands Evaluation Chart


Brands Evaluation Chart Brands Evaluation Chart

Image Profile Analysis Image Profile Analysis

- Nokia Closest to the Ideal

Product

Sony Ericsson gets the Second

preference

& Samsung LG get similar user

perception


SPSS Output 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


SPSS Output SPSS Output

Classification Resultsa

Brand Predicted Group Membership Total

1 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 Perceptual Map

- Conclusions Mobile Phones- 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


Segment: RefrigeratorsSegment: Refrigerators


- Market Leader LG

- Godrej Second most popular brand

& Samsung Whirlpool lag behind

Refrigerators



- LG Closest to the Ideal Product

Whirlpool gets the Second

preference

Unstructured positioning

pattern for other players



- Conclusions Refrigerators- Conclusions Refrigerators

LG is the dominant player in the

market

Other Players have a segmented

market share

Unstructured Positioning of all

other Players


Segment: Air ConditionersSegment: 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




- Conclusions Air Conditioners- Conclusions Air Conditioners

LG is the dominant player in the market

Closer user perception shared withVoltas

LG rated low on Technological aspects like Noise Levels

Hitachi was positioned high for .producing low Noise Levels


Segment: LCD TelevisionsSegment: LCD Televisions


- Market Leader Sony

LG and Samsung closecompetitors

Philips has a small market share

LCD TV

Segment: LCD TelevisionsSegment: LCD Televisions


- Sony Closest to the Ideal

Product

LG and Samsung have very

similar userperceptions

Videocon has a declining market

share Segment: LCD TelevisionsSegment: LCD Televisions



- Conclusions LCD Television- Conclusions LCD Television

Sony is the Market Leader in LCD .TV segment

– , Samsung LG very similar user, perception directly competing

.with each other

RecommendationRecommendation , 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

LimitationsLimitations

- / , 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 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

ReferencesReferences

, , 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 Delhi2005

:// .http wikipedia org

:/ .http gsmarena com

:// .http my3q com

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23380699 LG Brand Positioning Ppt

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