23380699-LG-brand-positioning-ppt

Views:
 
Category: Entertainment
     
 

Presentation Description

No description available.

Comments

Presentation Transcript

Brand Positioning & Comparative Analysis of LG Products vis-à-vis the Market Competitors :

Brand Positioning & Comparative Analysis of LG Products vis-à-vis the 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

Methodology:

Methodology

Data Analysis:

Data Analysis Segment: Mobile Phones

Brand Awareness & Market Share:

Brand Awareness & Market Share Mobile Phones Market Leader: Nokia LG has a pie of 6% Close competitor of Samsung & Apple Segment: Mobile Phones

Brand Awareness & Market Share:

Brand Awareness & Market Share Mobile Phones Market Leader: Nokia Ad Recall of 97% High Popularity Segment: Mobile Phones

Brand Awareness & Market Share:

Brand Awareness & Market Share Mobile Phones Second Leader: Sony Ericsson Has a share of 17% Over 88% Ad Recall Popular in specific user segments Segment: Mobile Phones

Brand Awareness & Market Share:

Brand Awareness & Market Share Mobile Phones Segment: Mobile Phones Emerging Player Has a share of 6% Close competitor of LG & Apple

Brand Awareness & Market Share:

Brand Awareness & Market Share Mobile Phones Emerging Player Has a share of 6% Close competitor of Samsung & Apple Segment: Mobile Phones

Attributes affecting Purchase Decision:

Attributes affecting Purchase Decision Segment: Mobile Phones

Brands Evaluation Chart:

Brands Evaluation Chart Segment: Mobile Phones

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 Segment: Mobile Phones

SPSS Output:

SPSS Output Wilks ' 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 functions Variables ordered by absolute size of correlation within function. Segment: Mobile Phones

SPSS Output:

SPSS Output Segment: Mobile Phones

SPSS Output:

SPSS Output Classification Results a 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. Segment: Mobile Phones

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

Data Analysis:

Data Analysis Segment: Refrigerators

Brand Awareness & Market Share:

Brand Awareness & Market Share Market Leader- LG Godrej- Second most popular brand Samsung & Whirlpool lag behind Refrigerators Segment: Refrigerators

Image Profile Analysis:

Image Profile Analysis LG- Closest to the Ideal Product Whirlpool gets the Second preference Unstructured positioning pattern for other players Segment: Refrigerators

Perceptual Map:

Perceptual Map

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

Data Analysis:

Data Analysis Segment: Air Conditioners

Brand Awareness & Market Share:

Brand Awareness & Market Share Market Leader- LG Voltas- Second most popular brand Samsung commands the third position Air Conditioners Segment: Air Conditioners

Image Profile Analysis:

Image Profile Analysis LG- Closest to the Ideal Product Unstructured positioning pattern for other players Segment: Air Conditioners

Perceptual Map:

Perceptual Map Segment: Air Conditioners

Conclusions- Air Conditioners:

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:

Data Analysis Segment: LCD Televisions

Brand Awareness & Market Share:

Brand Awareness & Market Share Market Leader- Sony LG and Samsung close competitors Philips has a small market share LCD TV Segment: LCD Televisions

Image Profile Analysis:

Image Profile Analysis Sony- Closest to the Ideal Product LG and Samsung have very similar user perceptions Videocon has a declining market share Segment: LCD Televisions

Perceptual Map:

Perceptual Map Segment: Air Conditioners

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.

Recommendation:

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:

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:

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:

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:

Thank You

authorStream Live Help