finallgruralmarketingpresentation-090320130958-phpapp01
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� Rural pop is about 73% of the total pop
� Total turnover of Rs.4500 Crore & share of 55 %
� corporate houses perceived great opportunity
� Urban ± 4%, Rural ± 11%
� long thought luxury -become a household sight
� With 128 million households, the rural population is
nearly three times the urban(MNC)
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� Availability
To tap these unexplored country markets, LG has set up 45 area offices and 59rural/remote area offices. 230 service centres.
� Affordability
Cineplus- Rs 4900Sampoorna- Rs 3000
� Acceptability
LG Electronics in 1998 developed a customised TV ³Sampoorna´ for the ruralmarket. It was a runway hit selling 100,000 sets in the very first year.
� Awareness-
Mobile Vans(Garam Garam Khana)
Exhibitions , Road Shows
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� inc in income
� growth in education
� enlarged media reach
� growing interaction with urban area
� marketers µs effort to reach rural areas
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� The growing oppurtunity, one main driver
� Heat of competition in the urban market
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� Bihar - Horlick
� Punjab - Washing Machine
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� LG is a South Korean MNC
� World¶s 3rd largest appliance maker
� LG electronics India was established in January
1997
� LG India deals in many products
� AC
� Flat Panel Display� Microwave Oven
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� Refrigerator
� Television
� Vacuum Cleaner
� Washing Machine
� Mobile Phones
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� LG India- tripled the number of its
retail & distributor outlets in rural
areas from 2004 to 2008.
� The avg. price of its Sampoorna
range of CTVs came down to about
the price so competitive that, thereby
bridging the gap between CTVs and
other local B/W TVs.
� It also tapped local forms of
entertainment like annual haats and
fairs and made huge investments in
infrastructure for distribution and
marketing.
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Mobile Van at Kasargod
1000 In StoreDemonstrators at Dealer
counters in Rural Cities
Promotion ofSampoorna TV·s
Cookery Classes at
different locations forRural Housewives
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Mobile phone market
penetration strategies
� LG-BSNL ±Reliance tie up for rural
market.
� Handsets which are cheap and with offers
are provided to the rural customers.
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� Customization
� Positioning
� Innovative marketing
� Product localization - Product localization is a key strategyused by LG. It came out withHindi and regional languagemenus on its TV.
Regional distribution model -This has resulted in quickerrotation of stocks and betterpenetration into the B, C andD class markets.
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� Population Number of Villages % ofTotal
� Less than 200 114267 18%
� 200-499 155123 24.30%� 500-999 159400 25.00%
� 1000-1999 125758 19.70%
� 2000-4999 69135 10.80%
� 5000-9999 11618 1.80%
� 10000 and above 3064 0.50%
� Total 638365 100%
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� LG·s turnover 2002 - 60%
Today ² 40% (urban)
� Turnover of 10,750 crore (2008)
13,000 crore (2009)� Sales contribution ² 35% (2008)
� Manufacturing capacity ² 30% by 2009
� By 2009-10, urban ² 4%rural ² 11%
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� Giving Hindi names to the products
� How have they reduced cost without affecting the
quality
� Videos
� Focus the Melas and focus them
� Play with their emotions with Ads
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� Introduction of finance schemes
� To roll out several new models in low-end segments
� Colour televisions and audio systems will have a
big market due to their low pricing policy.� Schemes like giving trial of products, and making
them aware of usage of products
�
The main challenge is electricity or power making
that kind of products in which there is less usage of
power
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� Launch more models in their ³Sampoorna television
range´.
� Rural market is less affected than urban market in
slowdown. Then makes distribution network morestrong.
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� Invest $ 40 million in 2009
� Expecting Rs 13,000 crore turnover in 2009
� 15% plus growth rate in rural marketing
� Decided to double business by 2010
� Launching 5 new Models in Flat Panel Display
� Form new kitchen appliance business group
� Focus on low-end products
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� Invest Rs 400 crore on Marketing this year
compared to Rs 350 crore in 2008
� Launching 2 by 10 Blue Ocean Strategy