Rahul Project Lg

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PRESENTED BY

RAHUL KUMAR


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DECLARATION

I Rahul Kumar hereby declare that this project report

entitled Designing andImplementing the

market strategy plan for retail salesof Lifes

Good (LG) Telecommunication in westNew

Delhimarketis a bonafide record of work done by me

during the course of summer project work and that it has not

previously formed the basis for the award to me for any

degree/diploma associate ship, fellowship or other similar

title, of any Institute/Society.

DATE RAHUL KUMAR


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PREFACE

It is indeed of great moment to pleasure to express my senses of

profound gratitude & indebtness to all the people who have been

instrumental in making my tanning a rich experience. I got the

opportunity to do a challenging project in dealer.

The project is the important part of our study and gives us a real

practical exposure to the corporate world and it is almost

impossible to do the same without the guidance of peoples in and

around us.

Practical study is the area which confirms the theoretical idea of a

subject. Both are essential tool in order to provide any marketing

strategy, design implementation and their uses.

The survey is nothing but gathering data of any theoretical

marketing strategy. These two aspects are in similarity to the

learning and knowledge.

I acknowledge the in depth guidance provided by Mr. Sourav sir.

They provided us the valuable information regarding

RESEARCH METHODOLOGY.

I am also thankful for providing me the computer lab as when

required in order to complete the project in time.

I feel very pleased to express my gratitude to all those people

who helped me out during the preparation of this project.


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At last but not the least I would like to thanks to my friends and

seniors for their valuable suggestions and encouragement.

ACKNOWLEDGEMENT

Managers are made or born. That is what I could learn through this

training. When I started my internship I had many concerns and

unanswered questions. But after completion of my project I came to

know that managers are made not born through rigorous training

and under supervision of different veterans.

It is with a sage sense of gratitude, I acknowledge the efforts of

whole hosts of well - wishers who have in some way or othercontributed in their own special ways to the success and completion

of this project.

First of all, I would like to thank Mr. Dinesh Sharma (Branch

manager) New Delhi, from the bottom of my heart, without his help

it would have been a dream only to carry out the project work. He is

the only person who takes all decisions by considering everyones

view. He is the person who takes care of the sales ofLGTELECOMDelhi state and always motivates people to increase sales. He also

makes new strategies time and again to give LGTELECOMsome edge

over competitors. One can say he is the one-man army of LG

TELECOMDelhi state.

My profound sense of obligation goes to Mr. Sourav Divyam (ASM)

who takes care of all management trainees and staff.

All the sales officers ofLGTELECOMDelhi state who have helped me

a lot during the course of my project. They were of great help to me

in every aspect and enlivened us to win the problem head that I

faced during this project.


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At last I convey my sincere thanks to LG telecom for their helping

hand that I always found extended to me whenever I needed.

TA

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S.NO. CONTENTS Page

no.

1. Industrial profile

2. Introduction about project

3. Company profile

4. New product

5. Research methodology

6. Market analysis

7. Analysis & findings

8. SWOT Analysis

9. Recommendation & suggestions

10. Planning marketing programs (strategies)

11. Questionnaires

12. Exhibit

13. Bibliography


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INDUSTRIALPROFILE

LG Electronics is the world's third largest handset maker. LG said it

expects a significant increase in mobile phone sales this year 2010,

while 20 new Smartphone present and aims to become one of the

leading manufacturers in the sector by 2012.

The Korean company hopes to sell 140 million phones in 2010, saidSkott Ahn, CEO of mobile phone unit. That would mean an increase

compared to the past year, where an estimated 117 million sold units.

Ahn said LG Electronics reported a global market share in double digits

in 2009 for the first time, despite a 5% contraction in the global market.

"In 2010 we will build the foundation to become the global number two in

2012," said Ahn.

Currently, LG is the third in the area of mobile phones behind leader

Nokia, and Samsung.LG mobile devices are made for GSM networks as well as for CDMA

networks worldwide. LG phones are available also in unlocked versions

that can be used on any GSM network worldwide and not just for a

specific carrier's network.


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LGINDIA

LG Electronics India Pvt. Ltd., a wholly owned subsidiary of LG Electronics ,

South Korea was established in January 1997 after clearance from the Foreign

Investment Board (FIPB).LG set up a state-of-the art manufacturing facility at

Grater Noida, near Delhi, in 1998,with an investment of Rs.500 Crore.

LG corporate office is located at Plot no.51Udyog Vihar, Kasna Road, Greater

Noida India. The facility manufactured Color Televisions ,Washing

Machine,Air-conditioners andMicro ovens.

Company is setting up a chain of exclusive premium showrooms. LG plans to

iaunch 60 premium Brand Shoppes by the end of the first quarter of this year,At present, LG has totals 83 stores across the country, of which 45 are shops

and 38 are exclusive stores. Brand Shoppes will be placed in the premium

segment and the target audience will comprise buyers interested in premium

and high end products.

LG Brand Shoppes goes beyond the concept of normal exclusive store by

having a more interactive environment and additional lifestyle orientation on

display so that the customer can actually experience the LG products in his or

her own home setting.

LG Electronics India Ltd. (LGEIL), consumer durables leaders with 27% market

share, is planning a brand new image. To attract inspiration and young

consumers across India, company will roll out a new marketing strategy. The

exercise will cost the company Rs.360 Crores.

LG Electronics India is the fastest growing company in the consumer

electronics, home appliances, and computer peripherals industry today.

LG Electronics is continually providing, superior technology products &

value for money to more than 50 Lakh households in India. LGEIL is

celebrating the 11th anniversary this year.


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LG Soft India the innovation wing of LG Electronics in Bangalore is LG

Electronics' largest R&D centre outside Korea. We at LGSI focus on niche

technology areas such as mobile application development, digital videobroadcast and biometrics software and support LG Electronics with our

expertise. Motivated by a passion for technology, a strong work culture and

loyalty to the organization, we are determined to see LG become one of the

top three brands globally.

Prominent consumer electronic company, LG Electronics Inc. has said that it

expects the sale of its products in India to up by 15 per cent in 2008. Moon

Bum Shin, managing director of LG Electronics India has said that the

company has earmarked 4.8 billion rupees for investment purpose in India

this year. The said money will be used to market as well as manufacture new

products.

LG Electronics, which is originally a South Korean Company with branch in

India, informed that its sales of GSM mobile phones, color televisions, air

conditioners and other household goods in the Indian market was to the tune

of 95 billion rupees ($2.4 billion) in 2007. As per Shin's estimate, the sales in2008 would be around 110 billion rupees.

In order to achieve its target, Shin said LG Electronics will concentrate on

catering to the high-end consumer market which will help boost sales this year.

India churns out six (6) percent of LG Electronics global revenues of $42 billion.

The Indian branch of LG exports to 40 countries.


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COMPANYPROFILE

The history of LG Electronics has always been surrounded by the company's

desire to create a happier, better life.

LG Electronics was established in 1958 and has since led the way into the

advanced digital era thanks to the technological expertise acquired by

manufacturing many home appliances such as radios and TVs. LG Electronics

has unveiled many new products, applied new technologies in the form of

mobile devices and digital TVs in the 21st century and continues to reinforce its

status as a global company.

1958 Founded as GoldStar

1959 Korea first radios

1960S Produces Korea's first radios, TVs, refrigerators, washing machines,

and air conditioners 1995 Renamed LG Electronics

Acquires US-based Zenith

1997 World's first CDMA digital mobile handsets supplied to Ameritech and

GTE in U.S. Achieves UL

Achieves UL certification in U.S.

Develops world's first IC set for DTV


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1998 Develops world's first 60-inch plasma TV

1999 Joint venture with Philips

1999 Establishes LG Philips LCD, a joint venture with Philips

2001 GSM mobile handset Exports to Russia, Italy, and Indonesia

Establishes market leadership in Australian CDMA market

Launches world's first Internet washing machine, air conditioner, and

microwave oven

2002 Under LG Holding Company system, separates into LG Electronics and

LG Corporation

Full-scale export of GPRS colour mobile phones to Europe

Establishes CDMA handset production line and R&D centre in China

2003 Enters UK GSM handset market

2003 Enters Northern European and Middle East GSM handset market

Achieves monthly export volume above 2.5 million units (July)

Top global CDMA producer

2004 EVSB, the next-generation DTV transmission technology, chosen to be

the U.S./Canada


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Industry standard by the US ATSC

Commercializes world's first 55" all-in-one LCD TV

Commercializes world's first 71" plasma TV

Develops world's first Satellite- and Terrestrial-DMB handsets

2005 Develops 3G UMTS DMB handset

2005 Becomes fourth-largest supplier of the mobile handsets market

worldwide

Develops world's first 3G UMTS DMB handset, 3G-based DVB-Hand

Media FLO

DMB Phone with time-shift function and DMB notebook computer

Establishes LG-Nortel, a network solution joint venture with Nortel

2006 LG Chocolate, the first model in LG's Black Label series of premium

handsets, sells 7.5 million units

Worldwide.

Develops the first single-scan 60" HD PDP module and 100-inch LCD TV

Establishes strategic partnership with UL

Acquires the world's first IPv6 Gold Ready logo

2007 Launches HD disc player and drive


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2007 Launches the industry's first dual-format, high-definition disc player

and drive

Launches 120Hz Full HD LCD TV

Demonstrated the world-first MIMO 4G-Enabled technologies with 3G

LTE

Won contract for GSMA's 3G campaign

2008 Develops the world's first LTE mobile modem chip

2008 Introduces new global brand identity: "Stylish design and smart

technology, in products that fit our consumer's lives."

Posted No.1 spot in US frontloading washers in 5 consecutive quarters

Unveiled the world's first Bluetooth headset combined mobile phone

Unveiled the world's first Blu-ray network storage

Developed the world's first LTE mobile modem chip

Recorded over 100 million units of LG air conditioners in accumulated

sales.


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Vision

LG Electronics is pursuing its 21st century vision of becoming a true global

digital leader that can make its custmers happy throughout the world by means

of its innovative digital products and services.

LG Electronics has set a new mid-term and long-term vision, aiming to achieve

a position as one of the top three electronics, information, and

telecommunication firms in the world by 2010.

As such, we are embracing the philosophy of "Great Company, Great People,"

whereby only great people can create a great company, and pursuing two

growth strategies involving "fast innovation" and "fast growth." Likewise, we

seek to secure three core capabilities: product leadership, market leadership, and

people-centered leadership.

Growth Strategy

Fast Growth

Fast growth is the result of strategies designed to expand the market share and

earnings quickly, while improving the growth rate in terms of monetary value

rather than quantity.

Fast Innovation


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Fast innovation involves setting extremely high innovation goals and securing a

competitive edge, aiming for a target of 30% more than what our competitors

can achieve. Fast innovation also means 30% more sales and improvement in

our market share, new product development and unveiling such products 30%

faster, developing technology and establishing corporate value three years ahead

of our competitors.

Core Capabilities

Product Leadership

Product leadership refers to the ability to develop creative, top-quality products

using specialized new technologies.

Market Leadership

Market leadership refers to the ability to achieve the "LG brand is No. 1" goal,

thanks to its for-midable market presence worldwide.

People Leadership

People leadership refers to talented people, who perform extremely well by

internalizing and executing innovations.

Corporate Culture

Though a company may implement per-fect management strategies and boast

about its outstanding and talented em-ployees, it should adopt an appropriate

corporate culture in order to unleash the power of these capabilities.

NoExcuses

People leadership refers to talented people, who perform extremely well by

internalizing and executing innovations.

'We' not 'I'

We pursue a corporate culture that encourages all employees to work together

and form a strong team.

Fun Workplace


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We create a workplace where individual's creativity and freedom are respected

and work is made fun.

SLOGAN

Life's Good" represents LG's determination to provide delightfully

smart products that will make your life good.

The LG Electronics LifesGood signature consists of the LG logo, seal,

and the slogan, "Life's Good" set in Charlotte sans typeface curved

around the LG symbol. The curving of the slogan reinforces LG's

personality and uniqueness. The consistent usage of this signature

clearly establishes the unique identity of the company and unifies every

division and product from LG Electronics across the globe.


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Different

Categories

Of

LG telecom

Mobiles


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The letters L and G in a circle symbolize the world,future, youth, humanity, and technology.

Company philosophy is based on Humanity. Also, it represents LGs efforts to keep close

relationships with our customers around the world.

The symbol consists of two elements: the LG logo in LG Grey and the stylized image of a human

face in the unique LG Red color. Red, the main color, represents our friendliness, and also gives a

strong impression of LGs commitment to deliver the best. Therefore, the shape or the color of

this symbol must never be changed.

Face

The stylized image of a smiling face is meant to convey company friendliness and

approachability. That the portrait is one-eyed conveys LGs profile as goal-oriented, focused,

and confident.

Circle

The circle represents the globe, symbolizing the world and all of humanity, as well as youth

and the future

Shape


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The upper-right corner of the LG logo, intentionally left blank, makes the design distinctly

asymmetrica nod to LGs creativity and adaptability to change.

Colors

LG Red, the main color, symbolizes friendliness, and is also meant to convey LGscommitment to delivering the best. LG Gray represents technology and reliability.

MISSION

"To provide world-class information technology solutions and

services to enable our customers to serve their customers

better"

LGE's mission statement explains that its goal is to become a top innovative

electronics company in the world. It takes pride in its company and employees

and believes that this is what will make it into one of the most innovative

companies of the 21st century.

Completion of Duty

SelfDevelopment

FairnessinPerformance

Avoidance of conflict with company interest

5 Corporate Responsibilities to employees

Respect for human dignity

Fair Treatment

Promoting Creativity


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6 Responsibilities to society and country

Rational Business Development

Protection of stock holder interest

Contribution to social development Environmental Conservation

INTRODUCTIONTOTHE

PROJECTTOPIC


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MARKETANALYSIS OF LGMOBILE IN WEST

DELHI

As per my project topic the company is looking to know about market

capturing of LG mobile and The marketing channel performs the work of

moving goods from Distributors to Dealer. It overcomes the time, place,

and possession gaps that separate goods from those who need or want

them.

The framework of market channel for an company will have a great

impact and influence on development.

The marketing channels have direct impact in the sales of products of

the company. There is every need to take extra care by the distribution

channel of the company. To study the impact of distribution channel a

suitably designed questionnaire has been made on which a pilot test

was carried out.


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OBJECTIVESOFTHESTUDY

To determine the extent to which a marketing Strategy would be

able to improve sale performance towards dealers.

To make recommendations on how Marketing strategy might be

implemented.

To find out the expectation of customers about the LG Mobile

products.

To study the effectiveness of marketing strategies in WEST

DELHI.

To identify the level of customer & Dealer satisfaction of LG

Mobile.

TO find out the related competitor in the mobile sector.


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Mobile Communications

LG Electronics supports all leading technologies that have the potentialto enrich lives and aid communication. The company will alwayssupport leading technologies that have the potential to reshape your

everyday life.

Today's networking allows for a truly wireless, universal environmentwith virtually unrestricted freedom where a wide range of information

can be accessed via diverse multimedia mobile devices.

Our mobile technologies in this all-encompassing networking era willenable limitless communication throughout the world and will developinto a customer-oriented, synthetic network service, merging audio

and data into one.

LG Electronics develops top-quality, core technologies such as CDMA,GSM, UMTS (WCDMA), and HSDPA, and offers services based on the

most advanced mobile communication environment.

LG is the frontrunner of the CDMA market thanks to its many years oftechnological research and product development. Also, the companyhas also achieved outstanding success in the GSM category in terms of

top-quality, unbeatable product development capability.

LG will continue to progress toward global market share and industry-leading competitiveness with its UMTS (WCDMA) and HSDPA handsets

using world-class technologies such as mobile TV and 3G technology.

With LG, the future is one step closer.

Major R&D Areas relating to Mobile Communications

CDMA

LG Electronics' major concerns in developing the CDMA (Code Division


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Multiple Accesses) terminal are in meeting customers' needs by

providing new state-of-the-art products. We are showcasing multi-functional devices, which support diverse multimedia including music,games, cameras, and TVs, and are developing various high-performance applications to meet the expectations of the CDMA

market in America and elsewhere.

GSM

GSM (Global System for Mobile communication) handsets are the

world's most widely used communication devices especially in Europe.To lead and exceed the requirements of the global market, LG isproviding state-of-the-art, premium handsets, fully equipped with

practical functions and applications, as well as stylish and emotivedesigns.

3G

Next-generation 3G technologies are also at the top of the list for LGElectronics' R&D department. Extensive research on effectivecommunication methods and the development of audio and videostreaming solutions to support real-time video communication is beingcarried out to provide industry-leading, world-class mobile TV

technologies.

Major R&D Achievements in Mobile Communications

2009

First successful demonstration of ATSC-M/H technology.

Successfully completed the trial for receiving live transmission of NorthAmerican mobile DTV broadcasting using ATSC-M/H technology-the

North American mobile digital TV standard-on various portable devicesincluding MP3 and portable DVD players. This achievement has

established a footing for pioneering North America's new mobile DTVtechnology standard and leading the converged media market.

The world's first successful demonstration of high-speed wirelesstransmission using an LTE device.Demonstrated two HD quality movies using the LTE modem chip


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embedded USB data card. A transmission speed of 60 Mbps was found

to be possible.

Introduced the world's first watch phone that enables video calls.It is the thinnest among all watch phone products at just 13.9 mm and

is the first model to apply 3G HSDPA technology. It also enables high-speed data transmission and video calls.

2008

Independently developed the world's first LTE device modem chip.Following the world's first successful demonstration of LTE technology

in 2007, LG Electronics has developed the world's first LTE devicemodem chip that incorporates all the 2008 LTE technology standards.This achievement is a milestone in the 4G LTE mobile

telecommunication eras.

Demonstrated 4G mobile telecommunication technology - live wirelessbroadcasting of an HD quality movie.Successfully demonstrated live wireless broadcasting of an HD qualitymovie using Long Term Evolution (LTE) technology, the standard 4G

mobile telecommunication technology.

2007

Demonstrated world's first Mobile TV based on 3G

successfully demonstrated MBMS (Multimedia Broadcast MulticastService) technology of Mobile TV using 3G network.

Developed MOBILE VSB technologyLG develops a MOBILE VSB technology that allows users to watchmobile broadcasting without additional equipment using current ATSC

digital broadcasting service

2006

LG introduces the world to HSUPA technologyLG establishes an upgraded uplink transmission speed, greater thanthat of existing 3G technology(HSDPA) for the real full-duplex

experience

2005


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LG develops the world's first WCDMA DMB phone

LG develops a mobile phone that allows users to watch mobilebroadcasting with 3G mobile communication configurations, and

provides mobile broadcasting services using WCDMA.

2004

LG develops the world's first terrestrial DMB phone and satellite DMBphoneLG develops mobile phones that support terrestrial & satellite DMBprotocols -- the two major protocols for Korean mobile broadcasting --and provides mobile broadcasting services.

2003

LG Develops the world's first synchronized / unsynchronized 3G DBDMmobile handsetLG combines the wide connection range of CDMA with the fast datatransmission speed of WCDMA into a single mobile phone, enabling the

phone to benefit from both technologies.

1996

LG releases the world's first CDMA digital mobile phone

LG develops mobile phones that support digital CDMA - a major mobile

communication technology - and provides advanced CDMA technology.


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Research Methodology

Research Approach

Research instrument

Contact method

How it was method

Research problem for the present study

The research plan

Data source

Primary data

Secondary data

Steps in research design process

Research plan

Area

Sample size

Respondents

Method of collection


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METHODOLOGY

The advanced learners dictionary of current English lays down the meaning of

research as a careful investigation or inquiry specially through search for new

facts in any branch of knowledge.

Readman and Mory defines research as A systematized effort to gain new

knowledge.

The project was to involve a detail study of the market based on the

consumers. The markets available for the study were the retail shops, hotels and

clubs. For estimating the market potential and our own brands market share

different methods of primary data collection were employed in the form of

questionnaire, structured and unstructured interviews and methods for

establishing facts about building marketing insights for packaging margins etc

were used.

Further to accommodate the additional factors such as competitor presence in

the market, seasonal factors, and promotional costs etc while calculating market

potential were taken care of.

An inter brand comparison as well as a brand awareness study to limited

extends was also carried away. When sorted and used properly, the data

collected in the field can form the backbone of later marketing campaigns.


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RESEARCH APPROACH:

There are different research approaches and the research instruments that were

employed during the research work. The common research approach for

collecting the primary data are observations, focus group, surveys and

experiments.

In this case, a general survey to gain knowledge about the market, commonly

known as the pilot survey was and undertaken where particularly information

was gathered

With respect to the brands, peoples / consumers perception so that it serves as

a foundation to prepare the questionnaire for collecting primary data and that it

helps in deciding other methods to be adopted which may be useful in gathering

the necessary information.

RESEARCH INSTRUMENTS:

Marketing researchers have a choice of two main research instruments in

collecting primary data questionnaire and mechanical devices. Mechanical

devices are used frequently in marketing research. Mechanical devices hold no

relevance for this study and thus only questionnaire was used.

A questionnaire consists of a set of questions presented to respondent for their

answers. Because of its flexibility, the questionnaire by far the most common

instrument used to collect the primary data.

Questionnaire had to be carefully developed, tasted and debugged before they

are administered on large scale.


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In preparing a questionnaire, the professional marketing researcher carefully

chooses the question and their form, wording and sequence. In addition, the

form of the question asked can influence the response.

Marketing researchers distinguish between open end and closed end

questions. Closed end questions pre specify all the possible answers, and

respondents make a choice among them. Open end questions allow

respondents to answer in their own words. Open end questions often reveal

more because they do not constrain respondents answers. Open end questions

are especially useful in the exploratory stage of research, where the research is

looking for insight into how people think a certain way.

The questionnaire should use simple, direct, unbiased wording and should be

pre tested before it is actually used.

In this case too, questionnaire method was followed to collect primary date with

respect to the project which was finally implemented after pre testing closed

end, multiple choice questions were followed after pre testing and two different

type of questionnaires were used (for details see appendix) closed end multiple

choice questions were used so that minimum time of consumers / respondents is

consumed.

(A)RETAILERS QUESTIONNAIRE: this questionnaire was designed for

various retailers, which pass on these types of items to the ultimate

customer.

(B)C & F QUESTIONNAIRE

(C)CUSTOMER QUESTIONNAIRE

CONTACT METHODS:

Once the sampling plan has been determined, the marketing researcher must

decide how the subject should be contacted.


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The choices are mail, telephone, or personal interviews. Telephone could not

be an effective medium for getting the first hand responses pertaining to the

study.

For the purpose of the market survey, I design the research based on primary

data. For the collection of primary data, I designed the structured questionnaire

for two levels first, for hotel industry/ restaurants and secondly, for retail shops

package drinking water, for filling the questionnaire. I will use method of direct

interview.

Secondary data will be used to supplement the primary research and in terms of

capacity and profile of package drinking water industry. Method was adopted to

collect the data related to the study.

HOW IT WASDONE

1. Research Problem for the presentstudy

Analyzing the market of LG telecom west New Delhi market.

2. The research plan

The research plan is designed for gathering the needed information.

Designing research plan calls for definitions on the information (data)

sources, research approach, research instruments, sampling plan and contact

method.

3. Data Source

The plan calls for gathering both the secondary and primary data. Secondary

data already exists, having been collected for some other purpose, while

primary data consists of original information collected for the specific

purpose.\


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Primary data: In order to have first hand information to know the

perception, preference and liking of the customers / consumers visiting

various retail shops. All these persons are also interviewed to know their

feelings and attitudes about the facilities (margins, discount) and the services

(promotional and other benefits) that the company people provide them.

Secondary data for the project were collected from:

1. Various publications on related subject.

2. Various publications on the area of work.

3.Newspapers, journals & Business Magazines.

STEPS IN RESEARCHDESIGN PROCESS

1. Define the research problem

Research problem definition involves specifying the information needed

by management.

2. Estimate the value of the information to be provided by the research

Descriptive research is characterized by a high degree of flexibility tends

to rely on convenience sample.

3. Select the data collection method (s)

Survey research, information directly from respondents shops.

4. Select the measurement technique

Questionnaires, instrument for asking information directly from a

respondents on the basis of question asked by interviewer.


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5. Select the sample (primary considerations)

Population, sample frame, sampling unit, sampling method (non-

probability),

Sample size, sample plan, and execution.

6. Select the analytical approach

Data analysis involves converting a series of recorded observations into

descriptive statement and/ or inferences about relationships.

7. Evaluate the ethics of research

Ethically sound research considers the interests of the general public, the

respondents, the clients, and the research profession as well as those of

the researcher.

8. Estimate time and financial cost

Time refers to the time needed to complete the project. The financial

requirement is the monetary representation of personal time, computer

time, and material requirements.

Research plan:

1. Area: since my research was pertaining to package drinking water and

soda and royal crown cola in retail counters, malls, multiplexes & hotels

of Jaipur markets. Therefore all the composite shops were included in the

area of my research.

2. Sample size: there are about 70 shops, 4 multiplexes, 40 hotels in the

different areas. On an average 350, 170 & 45 carats of water, soda &

royal crown cola respectively. My sample size was about 70 composite

shops.


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3. Respondents: I visited at least once every counter of the respective areas.

My respondents were the owner of the shops, salesman and purchase or

food and beverages managers of different hotels.

Method of collection:

for the collection of the data I adopted questionnaire method. For the

purpose I had prepared a questionnaire and went to the respondents with

that. My research was related to excise and package drinking water trade,

so that a some places a lot of problems in collection of data, therefore instead

of questionnaire I adopted interview method so that I could make my

respondents feel easy.

For appointment I used telephone in case of shops I have taken special

permission from the contractor to visit his shops.


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Mission

The mission of LG is to provide the customers with utmost satisfaction

through leadership.

The fundamental policy of development is to secure product leadership that

the Customers may have the utmost satisfaction.

Product Leadership

We are focusing on six development areas to become the product leader.

4. Environment Friendly Product

5. Low Noise & Vibration

6. Energy Saving Quality Innovation

The policy of quality assurance is to provide customers with utmost

Satisfaction by supplying zero defects.

MANAGEMENT IN ACTION (LG's management system)

Jeong-DO Management21

Procedure

Support and Aid for Business Partners

4 Basic Ethics for Employees

Basic Ethics Code of conduct of LG:

1. Responsibility and obligations to customers:

Respect for Customers Creating Value Providing Value

2 Fair competitions


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Pursuit ofFree Competition

Compliance with Laws and Regulations

3 Fair Transaction:

Equal Opportunity

Fair Transaction

Completion of Duty

Self Development Fairness in Performance Avoidance of conflict with company

interest5 Corporate Responsibilities to employees


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PLANNINGMARKETINGPROGRAMS:

To transform marketing strategy into marketing programs, marketing

managers must take basic decisions on marketing expenditures, marketing

mix, and marketing allocation.

First, one must decide what level of marketing expenditure is necessary to

achieve its marketing objectives. Companies typically establish their marketing

budget at a percentage of the sales goal. A particular company may spend

more than the normal percentage ratio in the hope of achieving a higher

market share.

Second, the company also has to decide how to divide the total marketing

budget among the various tools in the marketing mix. Marketing is one of the

key concepts in modern marketing theory.

MARKETINGMIX

It is the set of marketing tools that the firm uses to pursue its marketing

objectives in the target market.

4 Ps OFMARKETING:

This is a major concept in traditional marketing. It consists of Product, Price,

Place and Promotion. This is known as 4 Ps of marketing mix. It represents the

sellers views of marketing tools available for influencing the buyers to opt for

their products.

MARKETING IS BECOMING A BATTEL BASED MORE ON

INFORMATION THAN ON SALES POWER.


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4 Ps ofmarketing are shown in the following diagram:

Not all marketing-mix variables can be adjusted in the short run. Typically, the

firm can changes its price, sales force size, and advertising expenditures in the

short run. It can develop new products and modify its distribution channels

only in the long run.

Thus the firm typically makes fewer period-to-period marketing-mix changes in

the short run than the number of marketing- mix variables might suggest.

Finally, the marketers must decide on the allocation of the marketing budget

to the various products, channels, promotion media, and sales areas.

PRODUCT

WHO SHOULD ULTIMATELY DESIGN THE PRODUCT??????????

THE COUSTOMER OF COURSE.

The most basic marketing-mix tool is product the firms tangible offer to the

market, which includes the product quality, design, features, branding, and

packaging. Product can be defined as follows:

A PRODUCT is anything that can be offered to a market to satisfy a want or

need. Products that are marketed include physical goods (automobiles, books),

MARKETING

MIX.

PRODUCT PRICE PLACE PROMOTION


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services (haircuts, concerts), persons (celebrities and film stars), places

(Hawaii), organization and ideas (family planning, safe driving).

Here our product is Packaged Drinking Water.

A) Core benefit-It is the fundamental service or benefit that the customer is really buying. The

customer purchase PDW to satisfy his thrust.

B) Basic Product-The second level the marketers turn the core benefit into a basic generic

product. You need basic infrastructure to satisfy your particular need. The

basic thing that customer want from any PDW is that the water is pure and

good for the health at the same time they are conscious about the price.

C) Expected Product-At the third level the basic product is turned into expected product, a set of

attributes and conditions that buyers normally expect and agree to when they

purchase this product. Buyer expected that water that he purchase is cold and

out of fresh stock.

D) Augmented Product-At the fourth level the marketers prepare an augmented product that meets

the customers desire beyond their expectations. The bottle is of good quality

and must be long life. It helps the customer to recall the product and that help

in Next Time Purchase.

E) Potential Product-Potential product is that product which company wants to provide their

customers in future. We will be planning to provide our customer in future

the following features.

1. More different size of water bottle.

2. Making of water bottle according to customer need requirement.

3. Direct home deliver as and when customer required.


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PRICE

THE BEST WAY TO ET AND KEEP CUSTOMERS IS TO

CONSTANTELY FIGURE OUT HOW TO GIVE THEM MORE FORLESS.

A Critical marketing-mix tool is price, the amount of money that customer pay

for the product.

CORE

BENEFIT

BASICPRODUCT

EXPECTEDPRODUCT

AUGUNANTPRODUCT

POTENTIALPRODUCT


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Price is the only element in the marketing mix that produces revenue; the

other element produce costs. Price is also one of the most flexible elements of

the marketing mix, in that it can be changed quickly, unlike product features

and channel commitments.

At the same time, pricing and price competition are the number one problems

facing many marketing executives. Yet, many companies do not handle pricing

well. The most common mistake is these:

Pricing is too cost oriented; price is not revised often enough to capitalize on

market changes; price is set independent of the rest of the marketing mix.

Companies handle pricing in a variety of ways. In small companies, Prices are

often set by top management rather by marketing or salespeople.

In large companies, pricing is typically handled by division and product-line

managers. Even here, top management sets the general pricing objectives and

policies and often approves the prices proposed by lower levels of

management.

In industries where pricing is a key factor (aerospace, railroads, oil companies),

companies will often establish a pricing department to set prices of assist

others in determining appropriate prices.

This department reports to the marketing department, the finance

department, or top management. Others who exert an influence on pricing

include sales managers, production managers, finance managers, and

accountants.

PLACE

THE MOST IMPORTANT THING IS TO FORECAST WHERE

CUSTOMERS ARE MOVING, AND TO BE IN FRONT OF THEM


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Place, another key marketing- mix tool, includes the various activities they

company undertakes to make the product accessible and available to target

customers. One must identify, recruit, and link various marketing facilitators to

supply its products and services efficiently to the target market.

A businessman must understand the various types of retailers, wholesalers,

and physical distribution firms and how they make their decision.

PROMOTION

SELL Value NOT PRICE

Promotion, the fourth marketing- mix tool, includes all the activities the

company undertakes to communicate and promote its product to the target

market. In today world where everyone ready to cut the throat of everyone

else, it is important to prepare for the starting because TODAY YOU HAVE RUN

FASTER TO STAYINTHESAME PLACE.

Modern marketing calls for more than a developing a good product, pricing itattractively, and making it accessible to target customers. Companies must

also communicate with their present and potential customers, retailers,

suppliers, other stakeholders, and the general public. The marketing

communications mix consists of five major modes of communication:

advertising, sales promotion, public relations and publicity personal selling,

and direct marketing.

PACE

THE FIFTH P OF MARKETING


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THEY ARE CALLING IT THE FIFTH P. As plans based on the four fundamental Ps

of marketing Product, Price, Promotion, and Place-prove increasingly

insufficient to survive in an intensely competitive and overcrowded brand

bazaar, smart corporate are discovering that pace is another stratagem by

which they can steal a competitive advantage over their rivals.

A manyedged weapon, speed is being wielded in virtually every front of the

marketing wars that have broken out:

To launch new products and re launch old ones, squeezing the average time

between launches.

To respond quickly to changes in consumer preferences by introducing brandvariations.

To maintain a high frequency of promotions, in order to keep consumer

interest in product high.

WHATIS PACE?

Increasing the speed of new product launches.

Cutting the gap between one launch and the next.

Responding quickly to changing customer needs.

Stepping up the frequency of promotions.

HOWIS PACEMANAGED?

By launching brands without elaborate trials.

By occupying new segment before rivals.

By creating systems designed for quick response.


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By compressing product- manufacturing cycles.

WHATIS THEPAY-OFFS?

The thunder is stolen from competitors launches.

Being first helps achieve leadership in a segment.

Quick launches make up for late entries.

Rivals are denied precious shelf- space.

.

PACKAGING

Packaging, Which is considered to be another very important element of the

marketing-mix, is defined as follows:

PACKAGING includes the activities of designing and producing the container orwrapper for a product.

The container or wrapper is called the package. The package might include up

to three levels of material. Thus, Old spice After-Shave Lotion is in a bottle

(Primary package) that is in a cardboard box (Secondary package) that is in a

corrugated boxing (shipping package) containing six dozens boxes of Old Spice.

In recent times, packaging has become a potent marketing tool. Well designed

packages can create convenience value for the consumer and promotional

value for the producer. Various factors have contributed to packaging growing

use as a marketing tool:


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Self-Service: An increasing number of products are sold on a self-service basis

in supermarkets and discount house. In an average supermarket, which stocks

15,000 items, the typical shopper passes by some three items per minute.

Given that 53% of all purchases are made on impulse, the effective package

operates as a five second commercial. The package must perform many of

the sales tasks. It must attract attention, describe the products features,

create consumer confidence, and make a favorable overall impression.

Consumer affluence: Rising consumer affluence means consumers willing to

pay a little more for the convenience, appearance, dependability, and prestige

of better packages.

Company and brand image: Companies are recognizing the power of well

designed packages to contribute to instant recognition of the company or the

brand.

Innovation opportunity: Innovative packaging can bring large benefits toconsumer and profits to producers. The first companies to put their soft drinks

in pop-ton cans and their liquid sprays in aerosol can attracted many new

customers. Even the company which first introduces sachets in the Indian

market attracted many customers and formed and important medium of

reaching the Indian rural market where the purchases are based on daily

wages.

Developing an effective package for a new product requires several decisions.

The first task is to establish the packaging concept. The packaging concept

defines what the package should basically be or do for particular product.

Should the package main function (s) be to offer superior product protection,

introduce a novel dispensing method, suggest certain qualities about the

product of the company, or something else?


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Therefore, once the packaging concept has been determined, decision must be

made on additional packaging elements- size, shape, materials, color, text, and

brand mark. Decision must be made on how much or little text, cello phone or

other transparent films, a plastic or a laminated tray, and so on. Where a

product safety issue is involved, decision must be made on tamperproof

devices. The various packaging elements must be harmonized. Size interacts

with materials, colors, and so on. The packaging elements must also be

harmonized with decisions on pricing, advertising, and other marketing

elements.

After the packaging is designed, it must be tested. Engineering tests are

conducted to ensure that the package stands up under normal condition;

visual tests, to ensure that the script is legible and the colors harmonious;

dealer tests, to ensure that the dealers find the packages attractive and easy to

handle; and consumer testes, to ensure favourable consumer response.

Developing effective packaging may cost several hundred thousand rupees and

take from a few months to a year. The importance of packaging cannot beoveremphasized, considering the functions it performs in attracting and

satisfying customers.

Companies may pay attention, however, to growing environmental and safety

concerns about packaging. Shortages of paper, aluminum, and other material

suggest that marketers should try to reduce their packaging.

The growth of non-returnable glass containers has resulted in using up to 17

times as much glass as with returnable containers. Many packages end up as

broken bottles and crumpled cans littering the streets and countryside. All of

this packaging creates a major problem in solid waste disposal, requiring huge

amount of labour and energy. Fortunately, many companies have gone

green in their packaging. Companies must take decisions that serve societys

interests as well as immediate customer and company objectives.


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LABELING

Labeling is a subset of packaging. Sellers must label their products. The label

may be a simple tag attached to the product or an elaborately designed

graphic that is a part of the package.

The label might carry only the brand name or a great deal of information. Even

if the seller prefers a simple label, the law may require additional information.

Labels perform several functions. First, the label identifies the product or

brand- for instance, the name Maggi stamped on packet of noodles. The label

might also grade the product; thus the Dabur honey small glass containers are

grade labeled A.

The label might describe the product: who made it, where it was made, when

it was made, what it contains, how it is to be used, and how to use it safely.

Finally, the label might promote the product through its attractive graphics.

Labels eventually become outmode and need freshening up. The label on

Orange Crush soft drinks was substantially changed when its competitor labels

began to picture fresh fruits, thereby pulling in more sales. Orange Crush

developed a label with new symbols to suggest freshness and with much

stronger and deeper colors.

Note that the 4Ps represent the sellers view of the marketing tools available

for influencing buyers. From a buyers point of view, each marketing tool is

designed to deliver a customer benefit. Robert Lauterborn suggested that the

sellers 4Ps correspond to the customers 4Cs.


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4Ps 4Cs

Product Customer needs and wants

Price Cost to the customer

Place Convenience

Promotion Communication

Thus, winning companies will be those who can meet customer needs

economically and conveniently and with effective communication.


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Michael E-Porters five-force industry analysis

Potential entrants

Big target population

High profitability

Very few players

High growth prospect of

industry due to increase in

awareness related to health.

Intense price war Superior technologies of

competitors

More profit margin given by

local producer

Loyalty towards

competitors brand

Industry CompetitorsSuppliers bargaining

power

Fast

technological

changes

Rising demand

of safe and

pure drinking

water

Buyers bargaining

power

Availability ofmany

competitors

in this field.

Low price

offered by

local

competitors.

Additional

value added

services

offered by

competitorsto retailer. Conventional methods to

save cost

Local player providing

solution with unhygienic

water

Other drinks like Cola, Juice

etc.


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MARKET POTENTIAL is the limit approached by the market demand as industry

marketing expenditures approach infinity; for a given environment.

The phrase for a given environment has great significance in the concept of

market potential. Consider the export market potential for the steel industry in

India in a period of recession when there was South Asian economic

breakdown versus a period of prosperity when earlier to that, the market was

all the time bullish. Even for that matter the market potential of automobiles in

a period of recession can be compared with the period when a most of foreign

automobile majors invested in Indian automobile industry. Companies cannot

do anything about the position of the market demand function, which is

determined by the prevailing conditions and environment in the market, for

example, the cultural political, economic, natural, technological and

demographic features that affect the maximum market demand.

Therefore, potential being the measure of capability of a thing to exist,

according to me, Market Potential can be termed as Latent Talent.

A very important confusion must be cleared before we understand otherfeature. Many people confuse market potential with potential market, where

the latter is the measure a sufficient level of interest shown, for a product /

thing offered by the market; by a set of consumers. Consumer interest only

does not have enough income for the product provided the product itself is

distributed well enough as within the reach of the customers.


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Now let us get ourselves aware of the practical methods of estimating market

potential. The two approaches generally applied (as followed in this case also)

are total market potential and Area market potential.

TOTAL MARKET POTENTIAL: Total market potential in the maximum amount of

sales that might be available to all firms in the industry during a given period

under a given level of industry marketing effort and given environmental

conditions.

QUESTIONNAIRE

TOC&F and industry-:

What strategies or steps are you taking to establish a distinguished

image of your product?________________________________________________________________________

________________________________________________________________________

________________________________________________________________________

What promotional activities do you undertake to spread awareness

among mass?__________________________________________________________________________________

__________________________________________________________________________________

________________________________________________________________

What are the steps undertaken to strengthen company logistic

network?____________________________________________________________________________________________________________________________________________________________________

_________________________________________________________________________

What are the tactics adopted for brand positioning?__________________________________________________________________________________

__________________________________________________________________________________

_________________________________________________________________________


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What sort of problems company faces during the launch of a new

product?__________________________________________________________________________________

___________________________________________________________________________________________________________________________________________________________

What strategies a company can formulate to explore the local

untapped market?__________________________________________________________________________________

__________________________________________________________________________________

________________________________________________________________________

What are the future plans of the company?__________________________________________________________________________________

___________________________________________________________________________________________________________________________________________________________

Are you looking forward to add values in remote areas?__________________________________________________________________________________

__________________________________________________________________________________

_________________________________________________________________________

By what measures company can increase its market share?

__________________________________________________________________________________

__________________________________________________________________________________

__________________________________________________________________________________

_______________________________________

TODEALER-:

Are you satisfied with the supply facility of C&F with regard to final

delivery?__________________________________________________________________________________________

__________________________________________________________________________________________

_________________________________________________________


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How is the customer response?__________________________________________________________________________________

__________________________________________________________________________________

_________________________________________________________________________

Are you satisfied with the offered margin?

____________________________________________________________________________________________________

____________________________________________________________________________________________________

_____________________________________________________________________________________

TOCUSTOMER-:

How important is brand name to you?

Most important Important

To some extent not at all

Which brand do you prefer?

LG NOKIA

SAMSUNG MOTOROLA

Our brand is visible to you through?

Advertisement Retail store

Hoardings Leaflets

What changes you want us to work on?

Packaging Price

Quality Taste


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RECOMMENDATIONS AND LIMITATIONS

In todays world Telecom market is facing a hard competition

from their competitor. LG has done a good job to stay in the

competition but from our point of view some steps are there to

be taken.

Word of mouth is the most potent form of publicity for this

product. Hence, the importance of satisfying initial users

increases many folds. It is of utmost importance therefore, that

the users are not only buyers of LG, but educated buyers who

can educate and persuade other potential users.

Lack of any sales force to tap the petty but numerous

requirements of mobile set coming from the various largeclasses of person operators in WEST DELHI.

Some limitations were due to assignable causes and some were

due to random causes. Assignable causes are attributable to a

specific function but the random causes were out of control.

Some of the limitations during the execution of research study

were.

y A sample size of 190 for the dealers survey may be

insufficient to represent the population under study.

y Some of the respondent didnt reply to selected questions

mentioned in the questionnaire.

y Casual approach was observed from some respondents

while collecting the primary data.


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SUGGESTIONS

y Company should make better relation with Distributor and

motivate the employee.

y Distributors should visit the Dealer outlets frequently andas when required.

y Distribution channel needs immediate some improvement.

y Awareness of the new products needs to create among

Dealer.

y Innovative promotional schemes and offers to Dealer.

y Danglers and display board should be provided to Dealer.

y Proper attention to big counter and loyal outlets.

y Company should be provided latest models l dummy toDealer to attract the consumer quickly and easily.

y Company should be creating better employee for bettersale &service.

y Company should recruit new pay role employee(executive) to catch the market fast.


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CONCLUSION

y The future of telecommunications will be determined by

the customer demand.

y Customers want to view technology as an all that helps

them have better lives and do their jobs better.

y Word of mouth publicity play major role to improve the

sale according to my survey I analyze that company

should be provided better benefit to dealer.

y Company should be make better team for sale &service

becauseIn recent time service play major role to interact the

customer.

Company should be provide latest dummy for promote the

product.

y The company should appoint good number of sales personin the region of West Delhi. This will help in generating

secondary as well as primary sales.

The company has to be careful regarding quality control

for its products

On the basis of the study done and the before said

analysis i may conclude that the distribution management

has emerged from the back-benches of the marketing

discipline and is all set to become a specialized area of

expertise, critical to the success of any brand.


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BIBLIOGRAPHY

Websites:-

Indian Telecom Sector Update for June 2007,

http://voicendata.ciol.com/content/vndtoday/107072501.asp

www..co.

www.lg.com

www.google.com

www.wikipedia.com

Importantbooks:-

Research Methodology written by C.R.Kothari.

Marketing Management written by Philip Kotler


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CASE STUDY

THE LEADER BECAME IMMITATOR

This is a story of how Motorola, a local brand company, is threatening LG

Telecom, the leader and almost forcing it to become an imitator in the market.

For several years, the market leader, the LG Telecom has been enjoying a

dominance role.

But now it is admitted that the market leader is now under threat with the

entrance of Motorola, a local brand.

Motorola has first entered in rural areas of south new Delhi and captured the

whole market because of its lower prices and effective and energetic team work

along with strong distribution network .

After capturing the rural areas it started spreading its network in urban areas.

Although it was a new and local brand, customer showed their interest in

Motorolas products because of low prices and design and even retailers

welcomed it because of high margins of profit.

LG Telecom Company was in dilemma how to overcome this situation because

it was impossible for him to cut down the prices due to high advertisement cost

and large employees network.

LG Telecoms sales were declining on monthly basis and no solution seemed to

appear.

Motorolas products were capturing the market of LG rapidly.

Now there were no alternative for LG Telecom except to imitate the strategy

adopted by Motorola

Documents

Rahul Project Lg