Summer Training Project Report

Undertaken at
LG Electronics India Pvt. Ltd.

Submitted in Partial Fulfillment of the Requirement for the Award of the

Degree of

Master of Business Administration

By
Saad Ahmed
Roll No. 49

Under the Supervision of

Mr. Ketan Mahendra Dave
Regional Marketing Manager

Centre For Management Studies

Jamia Millia Islamia, New Delhi - 110025

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DECLARATION

I, Saad Ahmed, hereby declare that the report entitled “Analysis of Sales
Promotion by LG India” in fulfilment of the requirements for the award of the
degree of Master of Business Administration (Full Time) which is submitted by
me to the Centre for Management Studies, Jamia Millia Islamia University, New
Delhi is a bonafide description of the summer training work carried out by me.
This is the original work and is the result of my own efforts.

Dated: 18th September 2019

Place: New Delhi Saad Ahmed

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ACKNOWLEDGEMENT
It would be prudent to commence this report with a silent tribute to all those who
have played an indispensable role in the accomplishment of this work.

This summer internship at LG Electronics has been an educational and

professionally satisfying experience. It has taught me many things about the
professional working experience that I did not have a chance to see before.

A special thanks to all those people who directly or indirectly extended their
invaluable support while imparting a broader insight into the subject as well
encouraged me.

First of all, I would like to thank my mentor, Mr. Ketan Mahendra Dave (Regional
Marketing Manager) for giving the opportunity to work with them and also for
giving me all the guidance, support and time I needed to learn and at the same
time answering all questions and encouraging me to work harder.

I am also extremely thankful and grateful to my professor Ms. Kavita Chauhan

for his valuable guidance and support on completion of this project. I extend my
gratitude to Centre for Management Studies for giving me this opportunity.

Saad Ahmed - MBA (Full Time)

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CERTIFICATE
On the basis of the declaration submitted by Saad Ahmed, student of MBA
(Full-Time), I hereby certify that the project report titled “Analysis of Sales
Promotion by LG India .” which is submitted to the Centre for Management
Studies, Jamia Millia Islamia University, New Delhi in partial fulfillment of the
requirements for the award of the degree of Master of Business Administration,
is an original contribution with existing knowledge and faithful record of
research carried out by her under my guidance and supervision.

PLACE: NEW DELHI

DATE: September 18, 2019

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TABLE OF CONTENTS

S.NO. CONTENTS PAGE

1.) Objective of the project 6

2.) Chapter 1-Company profile 7 - 28
a) Introduction 7
b) Significance of logo 8
c) Overview 9
d) History 10 – 12
e) Internal Culture of LG 13 - 14
f) Company's Vision and philosophy 15 – 18
g) Code of conduct 18- 19
h) Business Domain 20 – 22
i) LG India 23 - 24
j) Top Competitors 25 – 26
k) Corporate Social Responsibiltiy 27
3.) Chapter 2-Literature Review 28-35
a) Promotion and Consumption 28
b) Promotion and Consumer Preference 29-30
c) Sales Promotion and Advertising 31-32
d) Sales Promotion at different Levels 33-35
4.) Chapter 3-Research Design 36 – 41
5.) Chapter 4-Observation & Data Analysis 42 - 55
a) Observation 42 – 48
b) Data Analysis 49 - 55
6.) Chapter 5-Finding & Recommendation 56 -59
a) Consumer Survey Questionaire 60 - 61
b) References 62

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Objective of the project

Primary objective

 The main objective of research was to analyse proper

implementation of promotional offer on Flat Panel Display by LG.

 To find out the market share of the LG and also calculate the
display share.

 Find out Sales Promotion Schemes by different brands

 Find out the problem faced by the dealer in sales and the distribution.

Secondary objective

 The Objective was to find out that how far the Promotional
Schemes impacted the sales.

 While purchasing the consumer durables which parameter is

most important for the consumer?

 Do the consumers prefer the financial facility for buying consumer

durable?

 How frequently consumers change the consumer durable?

 To enhances the knowledge of consumer durable market.

 To enhances the knowledge about the marketing and branding activity

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Chapter 1. The Company Profile

1.1 Introduction:

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.

LG’s philosophy revolves around people, sincerity, and sticking to the

fundamentals. It is to understand our customers and to offer optimum solutions
and new experiences through ceaseless innovation, thus helping our
customers lead better lives. We are reaching out to discerning consumers with
keen sensibilities - people who continue to explore new activities and take on
new challenges to experience more and achieve a better life.

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1.2 LG -The Significance of Logo:

The letters "L" and "G" in a very circle symbolize the planet, future, youth,
humanity, and technology. Our philosophy relies on Humanity. Also, it
represents LG's efforts to stay shut relationships with our customers round
the world. The image consists of 2 elements: the LG brand in LG gray and
therefore the conventionalised image of a person's face within
the distinctive LG Red colour. Red, the most colour, represents our
friendliness, and conjointly offers a robust impression of LG's commitment
to deliver the simplest. Therefore, the form or the colour of
this image mark mustbe modified.

The One eye: Goal-oriented, focused, confident. Upper- right space: by

choice left blank and uneven, this represents LG’s ability and
adaptableness to changes. Colours: LG Red, the most colour, symbolizes
friendliness, and conjointly offers a robust impression of LG's commitment
to be the simplest. LG gray represents technology and dependability.

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1.3 Overview:

LG natural philosophy, Inc. may be a world leader and

technology originator in client natural philosophy, mobile
communications andresidential appliances, using 75,000 folks operating in
118 locations round the world. With 2017 world sales of USD fifty five.4
billion, LG includes four business units: household appliance & Air
Solutions, Mobile Communications, Home amusement and Vehicle parts ―
and is one amongst the world's leading producers of flat panel TVs, mobile
devices, air conditioners, laundry machines and refrigerators.

1.4 History:

LG natural philosophy was established on Gregorian calendar month one,

1958 (As a non-public Company) and in 1959, LGE
started producing radios, operational seventy seven subsidiaries round
the world with over seventy two,000 staff worldwide it's one amongst the
foremost giants within the client sturdy domain worldwide. the
corporate has as several as 27 R & D centers and 5 style centers.
Its world leading product embrace residential air
conditioners, videodisk players, CDMA handsets, theater systems and
optical storage systems. LG globally believes within the philosophy of
"Great Company, nice folks," whereby solely nice folks will produce an
excellent company. The company's growth strategy relies on "fast
innovation" and "fast growth", through 3 core capabilities: product
leadership, market leadership, and people-centered
leadership. company} incorporates a robust corporate culture fostering
innovation, pioneering spirit and clear management across subsidiary and
believes in empowering staff to realize leadership. LG is that the third
largest Korean Company and it started its operation in Asian country twenty
one years back. LG has established its company workplace at
Noida beside having the assembly facilities there. it's a network
of seventeen branches in major cities unfold everywhere Asian country.

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LG may be a company wherever they believe that folks square
measure the foremost vital resource. it had been rated because
the eighth best leader to figure.

1.6 LG Electronics Timeline:

1947 ~ 1959- Birth of a new era for the chemical and electronics
industry:

LG cluster founder In Hwoi, Koo (penname: Yonam) established Lucky

Chemical Industrial corporation. (currently LG Chem.) in
1947, therefore setting the LG history in motion. LG at the start factory-
made a cosmetic known as Lucky Cream. In 1954, LG became the
primary Korean company to develop a complete of dentifrice exploitation its
own technology, beating the U.S. complete Colgate, dominating the
domestic dentifrice market. As such, as early because the Fifties, LG
already established the inspiration for its 2 major sectors, the chemical and
electrical/electronics businesses, thereby leading the event of Korea’s
industries

1960 ~ 1969: Establishing the foundation for key industries:

During this era, LG established Honam petroleum refinery Co (currently GS

Caltex) and absolutely entered the electrical/electronics business. In 1962,
LG established Hanguk Cable Industries (currently LS
Cable), therefore increasing its electrical and physical science business.
Moreover, Goldstar Co. (currently LG
Electronics) made Korea’s initial electronic merchandise like electrical fans
in 1960, refrigerators in 1964, black-&-white TVs in 1966, air conditioners in
1968, and laundry machines and elevators in 1969, Thus, LG became
Korea’s leading company within the chemical, energy, and

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electrical/electronicindustries, launching the NineteenSeventies with nice p
romise.

1970 ~ 1979: Solid business growth and expansion:

Koo Cha-Kyung was sworn in as LG’s second chairman. In 1972, Lucky

Chemical (currently LG Chem.) posted 1.1 billion won in sales and
surpassed the USD5.3 million mark in exports. In 1973, LG established an
academic foundation, Yonam Academy, with that it began endeavor social
community services through education

1980 ~ 1989: Age of globalization and development of cutting edge

technologies:

LG diode the event of with-it merchandise like color TVs, VCRs, and
computers, Goldstar Cable (currently LS Cable) shifted from ancient copper
cable communications to optical communications and from standard cables
to super-highvoltage special cables, thereby realizing speedy cable
replacement and manufacturing quality changes within the cable business.
In celebration of its 14 initiation day in 1987, LG engineered its building,
LG skyscraper.

1990 ~ 1999: Great innovations for the 21st century:

The company launched its company name, LG, and aimed to become
a best corporation cantered on four business fields like chemicals/energy,
electronics/information/communications, financing, and services. In 1995,
LG adopted a replacement company name, LG, to secure a powerful,
distinctive company identity. With this, it launched a all-out drive
towards globalisation. Koo Bon-moo was sworn in because
the third LG cluster Chairman, thereby gap a replacement LG era back-
geared towards a second wave of management innovations..

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2000 ~ today: Giant leap forward toward the future:

LG is nisus to understand the goal of changing

into a superior world company within the twenty first century through
innovation in thoughts and deeds. Its new visions ar to be converted into an
organization whose members will exercise their potentials to the
complete, an organization whose shareholders’ price is maximized
through clear management and corporation that satisfies and showing
emotion touches customers and edges the globe and society

1.7 The Internal Culture of LG:

LG practices four cultures

o Learning Culture

o Boundary less Environment

o A Carrier

o Growth

According to LG, the Learning Culture continuously helps the

employee to learn more and more to develop the habit of continuous
learning.

Boundary less Environment means that there is no difference

between the levels of employees. There is transparency between the
work and mutual understanding between all the employees.

A carrier is highly growing in LG and one who is the employee can

develop their carrier largely. A new comer will feel fully comfortable in
the company and for a new comer the company is very helpful in the
overall growth of personality.

Growth in LG is very high for those who are in the company and forthose

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who want to join in LG. The company is growing with fast innovation
and the BLUE Ocean strategy is one of the examples of growth.

1.8 Company’s Vision, Conduct and Management Philosophy:

LG's vision is to become the market leading company with broad market
recognition.

LG Electronics vision for the 21st century is to become a true global digital
leader through fast growth and fast innovation and to be known as a company
who can make its worldwide customers happy through its innovative digital
products and services. LG Electronics has set its mid-term and long-term goal
to rank among the top 3 electronics, information, and telecommunication firms
in the world

Quality Innovation:

The policy of quality assurance is to provide customers with utmost

satisfaction by supplying zero defects.

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LG proceeds in a hierarchal manner. It is named as “LG WAY”.

From top to bottom:

No.1 LG – is the VISION

“Jeong-DO” Management is LG‟s unique application to ethics. LG

will succeed through fair management practices and constantly
developing our business skill.

 Honest with our customer

 Providing great values to customer through constant

innovation & and development.

 Equal opportunities

 Equal Treatment

Management Principle - Creating value for customer

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Philosophy of LG

LG’s philosophy revolves around people, sincerity, and sticking to the

fundamental. They tries to understand their customers needs and tries to offer
optimum solution. They tries to give new experience through ceaseless
innovation. Thus helping their customers to lead a better lives.

LG focuses on innovation according to the customer needs. Research and

Development department always tries to come up with new product and update
to satisfy the customer needs.

For LG Electronics, innovation is not only about thinking new ideas. It is about
making ideas happen. Innovation is execution means ‘ Doing the task Right
Now’, ‘Doing it in any case’, ‘ Doing it till completion’, eventually the completion
of task leads to success.

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Marketing Strategy of LG:

3s Followed by LG:

 Segmentation: To work effectively segmentation is to done, since

everything cannot be sold everywhere.
 Scientific Analysis: Select Segmented task and analyse them deeply
using various scientific method.
 Strategic Investment: LG tries to investment according to the research
done previously.

3c Followed by LG:

 Creativity: Not to do the same thing that their competitors do

 Continuity: Executing the innovative ideas continuously.
 Consistency: Maintain same level of commitment without stopping

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1.9 Code of conduct of LG:

1. Responsibility and obligations to customers :

• Respect for Customers

• Creating Value

• Providing Value

2 Fair competition

• Pursuit of Free Competition

• Compliance with Laws and Regulations

3 Fair Transaction :

• Equal Opportunity

• Fair Transaction Procedure

• Support and Aid for Business Partners

4 Basic Ethics for Employees

• Basic Ethics

• Completion of Duty

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• Self Development

• Fairness in Performance

• Avoidance of conflict with company interest

5 Corporate Responsibilities to employees

• Respect for human dignity

• Fair Treatment

• Promoting Creativity

6 Responsibilities to society and country

• Rational Business Development

• Protection of stock holder interest

• Contribution to social development

• Environmental Conservation

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1.9 Business Domains:

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1.9.1 Home Entertainment Company:

The LG natural philosophy Home diversion Company could be

a international prime in televisions, monitors, industrial displays, audio
video systems, personal computers and security systems. the
corporate perpetually pushes technological boundaries toform feature-rich
devices with trendy styles thatmeet international shopper desires.
LG's shopper product embody CINEMA 3D good TVs, OLED TVs,
IPmonitors, theater systems, Blu ray Disc players, automotive audio/video
systems, mouse scanners and storage device devices.
LG’s industrial product embody digital aggregation, video conferencing
systems and information processing security cameras.

1.9.2 Mobile Communication Company:

The LG natural philosophy Mobile Communications Company could be

a international leader and trailblazer in mobile communications. With its
breakthrough technologies and innovative styles, LG continues to
ascertain numerous variety of benchmarks with in the smartphone
market, whereas additionally servingto manufacture muchbetter style for s-
hoppers by entirely increased smartphone expertise.

As a pacesetter in 4G long run Evolution (LTE) technology, LG continues its

commitment to developing groundbreaking LTE technologies and
fulfilling shopper demands with differentiated LTE devices of the
best quality, all of that ar supported the company’s wealth of LTE patents
and technical information.

1.9.3Home Appliance Company:

The LG natural philosophy household appliance Company could be

a international leader within the household appliance trade, dedicated
to providing healthier and greener product, mixing good technology and

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trend-setting style and providing a whole answer for up lifestyle.
LG’s perceptive product, as well as refrigerators, laundry machines,
dishwashers, preparation appliances, vacuum clean appliances,
and aid product ar designed to resonate with shoppers round the world.
LG’s innovative technologies and convenient options, as well as the
world's initial good icebox, steam washer and light-weight wave kitchen
appliance, set new trends within the appliance trade

1.9.4Air Conditioning and Energy Solution Company:

The LG natural philosophy air-con and Energy answer Company could be

a complete heating, ventilation and air-con (HVAC) and
energy answer company, that providesResidential air-con (RAC),
System air-con (SAC), Lighting Solutions and Building Management
Systems (BMS) round the world. supported technological leadership, LG
AE has been progressively increasing into specialised B2B solutions with a
central specialize in eco-friendliness and energy potency. Through its
innovative technology, serious investments in R&D and
effective selling methods, LG AE provides the foremost economical and
pleasant HVAC and Energy solutions, applicable to
any quite atmosphere from households to giant sized businesses and
industries.

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LG INDIA:

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 Promotion Board (FIPB). LG set
up a state-of-the art manufacturing facility at Greater Noida, near
Delhi, in 1998, with an investment of Rs 500 Crs.

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

Greater Noida, India.

This facility manufactured Flat Panel Display, Washing Machines,

Air- Conditioners, Microwave Ovens, Air and Water Purifiers.

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

plans to launch 60 premium Brand Shoppes by the end of the first
quarter of this year. At present, LG has a total of 83 LG stores across
the Delhi Region, of which 45 are direct dealers and 32 are Brand
shoppes . 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 Shoppe goes beyond the concept of a 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 settings.

LG Electronics India Ltd (LGEIL), consumer durables leader with 27%

market share, is planning a brand new image. To attract inspirational
and young consumers across India, company will roll out a new
marketing strategy. The exercise will cost the company Rs 360 Cr.

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Challenges in India

The challenges faced by LG when entered in Indian market

 Low brand awareness about LG in India.

 One of the last MNCs entered in India (Samsung, Panasonic

entered in 1995 in India).

 High import duty

 Competition from local market players and other MNCs in

consumer durable segment.

 Price sensitiveness of the Indian consumer

LGEI over comes these challenges to emerge as

Innovative marketing strategy

 Launch new technologies in consumer electronic and home

appliances.

 LG was the first brand to enter in cricket in big way a way, by

sponsoring the 1999 world cup followed it up in 2003 as well.

 LG brought in four captains of the Indian cricket team to endorse

its products. LG invested more then US$ 8 million on advertising
and marketing in this sport.

 LG has differentiated its product using technology and health

benefits. CTV has “Golden eye technology” Air conditioner
has “Health air system” and microwave ovens have the
“Health wave system”.

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Local and efficient manufacturing to reduce the cost

To overcome high import duties LG manufactures TV refrigerator India

at manufacturing facility at Noida and Pune. LGEI had already
commissioned contract manufacturing at Mohali Kolkata and Bhopal for
CTVs. This has helped LGEI to reduce cost.

LGEI implementing the “Digital manufacturing system” (DMS) as the

cost cutting innovation this system is follow-up to the six sigma exercise
LGEI had initiate earlier.

R&D potential

LG has the research and development facilities in Bangalore and Pune.

Both the unit carry out R&D department for the domestic as well as the
parent company it also dose customize R&D for the specific countries
to which it export product.

Regional channel and wide distribution network

 LG has adopted the regional distribution channel in India. All the

distributers work directly with the company. This has resulted in
quicker rotation of the stock and better penetration into B, C, D,
class market.

 LG also follows the stock rotation policy rather then dumping

stock on channel partners.

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Top Competitors

LG operates through different business domains like Home Entertainment,

Mobile Communications, Home Appliances and Air Solutions. In different
domains it faces stiff competition from other brands. Following are the top
competitor of LG in different domains

Samsung

Samsung electronics is another South Korean giant and main competitor of LG.
It operates through divisions like Consumer Electronic division, IT and Mobile
communication. It has market capitalization of over $250 billion. LG and
Samsung majorly compete in products like Flat Panel Display, Refrigerators,
monitors, smartphones and laptop. Samsung is in fact an all around LG
competitor and hence the toughest competitor LG has to beat.

Sony

Sony Corporation is a Japanese Company founded in 1946. It poses major

threat to LG in the Home Entertainment domain. Sony is famous for its quality

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and innovation. Sony has the most loyal customers. The pricing of Sony’s
products are high as compared to the competition.

Panasonic

Panasonic is a consumer electronics company that was founded by the

Matsushita Konosuke in the year 1914 with its headquarters in Osaka, Japan.
Some of the divisions through which it operates include; The Eco Solutions
division, AVC networks, the appliance division and automotive industrial
systems. The Appliance division produce goods like Television, Refrigerator,
washing machine. By May 2017, its Market Cap was estimated to be $26.2
billion and sales $66.56 billion.

Whirlpool

Whirlpool is a U.S. based Consumer Electronics company founded in 1898. It

manufacture home appliances. Some of its product include : Washing Machine,
Refrigerator, Microwave, cooking appliances. It has market capitalisation of
over $12 billion and sales $20.72 billion.

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Corporate Social Responsibility

Corporate Social Responsibility is a business model that helps the company to

be socially accountable to the itself, public and the stakeholder. Engaging in the
CSR means contributing positively to the social and environmental aspects. LG
Electronics, a consumer Durable major in India has been a frontrunner at
developing products that bring its core philosophy of Life’s Good to millions of
consumers. Along with this, LG has always shown a larger, undeterred
commitment to important national causes such as bolstering India’s economic
growth, boosting productivity and ensuring social progress. Some of the

Cleanliness drive on Environment Day

In Greater Noida where India’s operation is headquartered, LG employees

came out to carry out a number of activities like planting the tree, cleaning the
park near the facility, painting the old structures. More than 100 employees
participated in this drive. This was part of 24-hour program organised by LG
Korea.

Global IT Challenge for Youth with Disabilities

The event will be hosted by Ministry of Health and Welfare (Korea), Ministry of
Social Justice and Employment (India) and LG Electronics. It will have
participation from 300 people including 120 youth with disabilities from across
24 countries who are selected to compete across several IT categories.

Kar Salaam Activity for Indian Soldiers

The campaign invites the whole nation to come forward and send their wishes
to the Indian Armed Forces. Last year also, LG Electronics India launched this
campaign and contributed Ruppes One crore to CRPF Welfare Fund.

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CHAPTER 2 Literature Review

3.1 Promotion and Consumption

Consumption respond to Promotion. Many studies have focused on the effects.

Brand switching, purchase volume and stockpiling and promotion on the
documented that the promotion switches the brand to consumers and buys first
or more. Consumers' consumption decisions have long been ignored. It is
unclear how publicity affects consumption (Blutberg et al. 1995). Traditional
Choice models cannot be used to address this model because many of these
models are assume a constant consumption rate over time (usually defined as
total purchases over the entire sample periods divided by the number of time
periods). While the assumption may be appropriate for some product categories
such as detergents and Diapers cannot hold this for many other product
categories, such as packaged tuna, Candy, orange juice, or yogurt. For these
categories, promotion can really provoke Consumption due to brand switching
and stockpiling. Thus, for the product Categories with different consumption
rates, identification is important to identify Accountability to promote
consumption to measure effectiveness of Promotion on sales more accurately.

Various literature in behavioural and economic theory has provided supporting

evidence that usage of product categories respond to promotion. Using an
experimental approach, Wansink (1996) establishes holding cost to pressure
consumer to consume more of the product. Wansink and Deshpande (1994)
show that if the product is perceived as substitutable then the consumer will
consume it more in place of its substitute. Chandon and Wansink (2002) show
that stockpiling increases consumption of products

There are some recent empirical papers addressing the promotion effect on the
consumer stocking behaviour under price or promotion uncertainty. Erdem and
Keane (1996) and Gonul and Srinivasan (1996) establish that consumers are
moving forward. Erdem et al. (2003) explicitly model consumers' expectations
about future prices an exogenous consumption rate. In their model, consumers

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create future prices Expectations and decide when, what and how much to buy.
Sun et al. (2003) Demonstrates that ignoring forward-looking behaviour leads
to over-estimation of Promotion elasticity.

3.2 Sales Promotion and Consumer Preference

Consumer promotions are now more widespread than before. Witness 215
billion Manufacturer coupons were distributed in 1986, up to 500% over the last
decade (manufacturer) Coupon Control Center 1988), and the manufacturer
spends on trade incentives.A total of more than $ 20 billion in single-year
feature or performance brands, up to 800%.The Last Decade (Alsop 1986;
Kessler 1986). Not much work yet Identify purchasing strategies specifically
adopted by consumers in response Promotion, or to study how widespread
these strategies are. Blutberg, Peacock and Sen (1976) define procurement
strategy as a general purchase pattern that incorporates multiple dimensions
of buying behaviour such as brand Integrity, personal brand clarity and
behavioural clarity. More understanding of "A variety of consumer responses to
promotions can help managers develop Effective promotional programs as well
as provide new insights for the consumer Behaviour Theorists who want to
understand different types of influence Environmental signals on consumer
behaviour

Blattberg, Peacock and Sen (1976, 1978) describe 16 purchasing strategy

segments. Based on three purchase dimensions: brand loyalty (single brand,
single brand) Transfer, multiple brands), brand type preferred (both national,
national and private Labels), and price sensitivity (buy at regular price, buy at
bargain price). There are other variables that can be used to describe
purchasing strategies, examples are whether domestic purchase is a major or
minor (share) national brand, store brand, or general, or whether it is store-
loyal. McAllister (1983) and Neslin and Shoemaker (1983) uses Blatberg,
Peacock and some volumes derived from them Sen but add a purchase
acceleration variable to study the profitability of the product Promotion.

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Worldwide, consumers sales promotion are integral part of the Marketing mix
for many consumer products. Marketing managers use value-oriented
Promotions such as coupons, discounts, and price discounts to increase sales
and market encourage share, test to entice, and brand switching. Non-value
additions such as Sweepstakes often add excitement and value to user clubs
and premium brands And may encourage brand loyalty (eg, Acker 1991; Shia,
1996). In addition to this,Consumers love promotions. They provide monetary-
like utilitarian benefits Savings, added value, increased quality, and
convenience, as well as hedonic benefits,Such as entertainment, exploration
and self-expression (sandalwood, laurent, andWansink, 1997).

A large body of literature has examined consumer response to sales promotion,

most specifically coupons (eg .. Sawyer and Dickson, 1984; Bava and
Shoemaker, 1987 and 1989; Gupta, 1988; Blatberg and Neslin, 1990; Kirshan
and Rao, 1995; Leon and Srinivasan, 1996). Despite this, significant gaps
remain to be studied. it's usually agreed that it is difficult to promote sales due
to legal, economic and cultural differences (eg, Foxman, Tanushah and Wong,
1988; Kashani and Quelch, 1990; Huff and Alden, 1998). So multinationals
want understand how a consumer's response to sales promotion varies
between countries or State or Province.

3.3 Types of Promotional Blends:

1. Pull Blend.
2. Push Blend.

These two are closely related to the channel of distribution.

1. A Pull mix is one in which largely impersonal, sales efforts are most heavily
emphasized. The purpose of pulling the mix to pre-sell to end consumers. So
that they demand the product at the retail level of distribution. Firms adopting
this strategy will spend more on advertising and sales promotion rather than
individual sales. These efforts pull the product down from the manufacturer.

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2. A push mix emphasizes individual selling. Naturally, companies adopting this
method develop a strong sales force at both the distributor and dealer levels.
This method pushes the product through the distribution channel.

3.4 Sales Promotion and Advertising

There is no universally accepted distribution between these two words. A single

advertisement includes all types of mass communication directed at influencing
the end consumer. Sales promotion, on the other hand, involves the form of
mass communication directed to information and influencing channels of
distribution (eg distributors, retailers). Hence the price of product literature
distributed by retailers in sales incentives. These merge in one way in the sales
promotion advertisement and in the other the individual seller ships. This entire
salary is related to the dissemination of information to retailers, customers (both
real and potential, and to salesmen).

Sales promotion is concerned with creation. Application and dissemination of

content and techniques that complement advertising and personal selling.
Sales promotion uses direct mail, catalogs, trade shows, sales contests,
premiums, samples, Windows displays, and other aids. The aim is to increase
the willingness of salesmen, distributors, and dealers to sell a certain brand to
make consumers more eager to buy that brand. Personal selling and
advertising include these decision making possibilities. Sales promotion
provides an additional incentive.

Objective of Sales Promotion

1. To increase direct sales through promotional channels that complement

press and poster advertising.

2. To disseminate information through sales man dealers etc. so that the

product can be insured for satisfactory use by the end consumer.

3. Attracting new consumer.

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4. To face the competition effectively.

5. Helping retailers and consumers make more sales.

6. To check seasonal decline in sales. Generally speaking, the following

services are provided to boost sales:

(A) Services to dealers.

(b) Services of salesmen.

(c) Special Publicity.

3.5 Sales Promotion at Different Levels

Sales promotion at dealers level: -

This may include various schemes, some of which are discussed here.

(i) Advertising material: -

Company-generated advertising materials such as store signs, banners, shelf

signs, boards, etc. are all distributed to the sub dealer for display purposes, this
is actually a method of advertising.

(ii) Store Display: -

In the promises of the entire vendor or retailer, the product sales personnel will
perform a special performance for the products of the companies. A personal
display is good for presenting a good product, the peculiarity of it is that it can
be light and clear the doubts of the consumer. It can be used to restrict an old
product. A good display with a great dealer in action will draw huge crowds to
the store and draw attention to the product.

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(iii) Special performances and shows: -

These are seasonal in character, but can be elaborated and organized for all
products of a company. They are usually organized with trade fairs and
exhibitions. In addition to influencing sales, these shows typically affect the
company's name on the public.

Sales promotion at consumer’s level

1. Coupon (a picture of the stated value): -

These are given directly to the consumer. These coupons are in most cases
placed inside the package. Consumers receive a reduction in the price of the
coupon's declared values at the time of multiple purchases. The retailer
receives reimbursement for the value of the coupon as the manufacturer.
Coupons act as a small stimulus for product sales, as they are directly tied to
the purchase of the item. They encourage the retailer to stock the product.

It is important that a coupon offer does not impair the brand's designated price
nor does it add to the dealers' margins. But measuring the effectiveness of
coupon offers is not easy. A person knows how many customers would have
bought the product without encouragement. It is also difficult to find out how
many customers were held after the coupon offer expired.

2. Price-off-offer (also known as the deal's price pack): -

The purpose of this proposal is to encourage sales during the recession

season. In this method the customer is offered a deduction from the printed
price list. It is also used when an alternative to a competitive product enters the
market.

Many experts on sales promotion stated that 'off schemes' are among the
weaker and less desirable methods of promotion. These can be particularly
resentful when the retailer increases the price to maintain its margin. The

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second thing is that the brand is not conductive to build loyalty. Consumers can
only move products that offer this plan.

3. Samples: -

A customer may be given a sample (some quantity of product) in the hope of

converting a possibility. This helps the consumer to verify the actual quality of
the product. Various duo manufacturing companies offer this method. This
method is quite useful for developing brand loyalty. Sampling is a rapid method
of demand creation because no one knows the result as soon as the consumer
has time to use the sample and buy the brand.

4. Refund Offer: -

An offer usually stated on the package is that the manufacturer will return part
or all of the buyer's money over a specified period if it is not fully satisfied with
the product.

5. Trading Tickets: -

Consumers are given a premium in the form of a stamp when selling goods.
The number and value of the stamp the buyer gets depends on the purchase
price. These stamps are redeemed through premium catalogs at redemption
redemption centers.

6. Buy-back allowance:

This allowance after the previous trade deal does not offer a fixed amount for
new purchases based on the amount of purchase on the first trade deal. This
extends the life of a business deal and helps prevent the decline of a sales deal.
This greatly strengthens the buyer's motivation to collaborate on the first deal.

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7. Premium: -

There are various forms of premiums provided by the manufacturer in the form
of sales promotional devices: -

(a) Coupons are supplied to effect price reductions.

(b) Packs are popular in factory body food and tin foods in premiums, spoons,
cups, measurements, glasses, etc. and such other items are packed with the
product in the box itself. Factory in Pack Premium has items specifically for the
product for children. Binnaca toothpaste packs contain animal-shaped toys.
These are very attractive and quite popular among children.

(c) Self liquidation premium: -

The cost of the premium is collected from the buyer himself. But when buyers
pay for it, they only have to pay a very low price for the premium.

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Chapter 3. The Research Design:

Research methodology is considered as the nerve of the project. Without a

properly streamlined research plan, it is impossible to complete the project and
come to any conclusion. The project was based on the survey plan. The main
objective of the survey was to collect appropriate data, which serves as the
basis for drawing conclusions and obtaining results.

Therefore, research methodology is the method to solve research problem

systematically. The research method not only talks about methods but also
argues behind the methods used in the context of research studies and explains
why a particular method has been used in preference to other methods?

Research Design:

Research design is important mainly due to the increasing complexity in the

market as well as the marketing approach available to researchers. In fact, it is
the key to the development of successful marketing strategies and
programmers. It is an important tool to focus on buyer behavior, consumption
patterns, brand loyalty and market changes. A research design specifies the
methods and procedures for conducting a particular study. According to
Kerlinger, "Research design is a plan, conceptual structure, and investigative
strategy conceived to obtain answers to research questions and to control
variance

Types of research are:

Descriptive Research

The type of research adopted for the study is descriptive. Descriptive studies
are done in many situations when researchers want to know the characteristics
of some group such as age, gender, education level, occupation or occupation

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Income. A descriptive study may be necessary in cases when a researcher is
interested in knowing the proportion of people in a given population that occur
in a particular way, making estimates of a certain thing, or of two or more
variables. Determines the relationship between. The purpose of such a study is
to answer "who, what, when, where and how" under investigation. There is a
general feeling that descriptive studies are factual and very simple. This is not
necessarily true. Descriptive studies can be complex, demanding a high level
of scientific skill on the part of the researcher. The research studies are well
structured. An exploratory study needs to be flexible in its approach, but in
contrast a descriptive study tends to be rigorous and its approach cannot be
changed every now and then. It is therefore necessary, the researcher to give
sufficient consideration to formulate the research.

Deciding the type of questions and data to be collected and the process
used in this purpose. Descriptive studies can be divided into two broad
categories: cross-sectional and longitudinal sectional. A cross sectional study
is concerned with a sample of elements of a given population. Thus, it can deal
with domestic, dealers, retail stores or other entities. Data are collected and
analyzed on several attributes from the sample elements. Cross-sectional
studies are of two types: field studies and surveys. Although the difference
between them is not clear, there are some practical differences, which require
different techniques and skills. Field studies are pre-post-factor scientific inquiry
to find relationships and interrelationships between variables in an actual
setting. Such studies are carried out in living conditions such as communities,
schools, factories and organizations.

Another type of cross sectional study is the survey results, taken by me. A major
strength of survey research is its wide scope. Detail information can be obtained
from a large population sample. other than this; This is economical because
more information can be collected per unit. Furthermore, it is clear that a sample
survey requires less time than a census investigation. Descriptive research

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involves a variety of major objective investigations and fact finding. Descriptive
research describes the state of affairs as it currently exists. The main feature of
this method is that the researcher has no control over the variable; He can only
report what has happened or what is happening. Research methods used in
descriptive research are all types of survey methods, including comparative and
co-relational methods. The reason for using such needs is to be flexible in its
approach, but on the contrary a descriptive study becomes rigorous and its
approach can never and never be changed.

Objective of the Study

The objective was to find out the Sales Promotion Programmes by LG

and its competitor, to find out what problems stores are facing with the LG
products so that problems can be resolved to increase the sale.

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Pictures showing Product of LG in one of the stores

Methods of data collection:

Following the research problem, we have to identify and select what type of
data is for research. At this stage; We have to conduct a field survey to collect
data. An important tool for conducting market research is the availability of
necessary and useful data.

Primary data: For primary data collection, we have to plan the following four
important aspects.

Sampling

Research Tools

Secondary data - Company profiles, journals and various literature studies are
important sources of secondary data.

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Data analysis and interpretation

1. Questionnaire

2. Pie Chart and Bar Chart

Questionnaire:

It is the most popular tool for data collection. A questionnaire contains the
question that the researcher wants to ask their respondents who are always
guided by the purpose of the survey.

Pie chart:

It is a very useful diagram for representing data, which are divided into several
categories. This diagram consists of a circle divided into several regions,
proportional to the values they represent. The total value is denoted by
complete construction.

Bar chart:

This is another way to represent data graphically. As the name suggests, it

consists of several whispered bars, which originate from a common baseline
and are of equal width. The bards' lengths are proportional to the value they
represent.

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Preparation of report:

The report was based on the analysis and presented with the findings
and suggestions. The questionnaires is attached at the end of the
report.

Sampling Methodology:

Details of the sampling methodology, I have made questionnaire. The one is

made for the Customer

No. of questions in questionnaires for customer: 06

No. of question related to LG product: 03

No. of people met during the research: 100

No. of respondents during the research: 50

Sample Unit

Store Sales Executive, Businessman , Housewife, Employees, Working

woman, Students

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Chapter 4: Observations & Data Analysis:

Observations

In the project, Observation was done across the Delhi Region about the Sales
promotion by LG and its competitors. Photos were taken during the research to
compare with the competitors. Analysis of data collected during the research is
also done in this chapter.

During the project, it was found that LG performed sales promotion at both
Dealer and Consumer level.

Dealer Level Promotional Activity

Advertising Material

1. LG

LG uses POP and POSM to attract the customers coming in the store towards
the brand. LG uses different type of POSM a like standee, danglers to attract
the attention of the customers.

POSM of LG at one of the store

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1. Competitors i.e. Samsung, Sony
 Samsung

 Sony

Store Demonstration

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In this Sales promotion activity at Dealer level, activities are performed in the
store to increase customer interaction. Company used to organise cooking fest,
music fests to promote its microwave and music system respectively. These
Sales promotion help the customer to know the product in detail and its features
from the expert

Pictures of Store Demonstration at LG Shoppe, Dwarka

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Special Displays and Shows

In order to increase footfall of customers and increase market reach LG India,

used to organise activities at residential society, schools and colleges. It has
sponsored the K-POP Contest, resulting in drawing large crowd and impress
the company name generally on the public.

Brand Activity organised at Residential Society in Delhi

Home Demo for product like OLED TV, Music system and microwave are
performed by the sales team. During home demos sales executive show the
demo and left the product for 5 days if the customer show interest. This help
the customer of getting real time experience of the product and decision
regarding buying the product.

Home Demo of LG’s LED TV

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Sales Promotion at Consumer’s Level

 Price-off-offer

To increase the sales of Flat Panel Display in non-season, LG was

offering cash-back scheme on different range of LED TVs. It was offering
12.5% cashback on buying of OLED TV and Nanocell TV, the capping
of cashback was 15,000 INR. On buying other range of LED TVs,
cashback of 7.5% was offered with capping of 6,000 INR.

Like LG, other brands like Samsung was offering discount of upto 20%
on different range of LED TVs. Sony was offering cashback of 5% on all
range of LED TVs.

 Exchange offer
LG has collaborated with Paytm, offering Paytm wallet of worth 4,000
INR on exchange of any old product with purchase of LG LED TV. This
offer solve the problem of old product of customers

 Contests/ Lucky Draw

Lucky Draw / Contest are quite common Sales promotion schemes that
involve customer participation. Such schemes are useful in promoting
the goods and increasing sales. LG India, launched Hourly and Weekly
Lucky Draw during the month of May-July. In the Hourly Draw, on buying
any product of LG customer can win music system of worth 15,000 INR
every hour. In the Weekly Draw, the customer can won LG Home which
was worth 1,70,000 INR without any gift tax only one customer can win
in a week.
Similar to LG, Panasonic started Scratch N Win contest, customers can
win upto 50,000 INR.

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 Buy And Fly offer
This offer was particular to LG’s OLED TVs, in this offer LG was
providing assured round trip flight tickets to the couple. The ticket was
for domestic flight travel time upto 2hrs.

Financing

Financing is ingenious among different types of sales promotions. It is a combin

ation of various factors. Companies that have enormous resources typically act
as financiers. They allow customers to purchase products at EMI or various
financing options. All of this leads to a nominal processing fee and low interest.

As a result, the customer, who does not have full money to buy the product, will
likely purchase the product using financing options. This type of financing helps
the dealer liquidize the product faster and also helps the customer to make
purchasing decisions.

EMI Available from following banks on LG product:

American Express, AXIS CREDIT, AXIS DEBIT, BOB, CITI,HDFC CREDIT,

HSBC, ICICI_CREDIT, ICICI DEBIT, INDUSIND, J&K BANK, KOTAK, RBL,
SBI CREDIT, SCB CREDIT, UBI & YES BANK.

Following are the tenure up to which EMI are available on LG products

Tenure EMI Cashback

0 MONTHS NO NO

3 MONTHS YES YES

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6 MONTHS YES YES

9 MONTHS YES YES

12 MONTHS YES YES

18 MONTHS NO NO

24 MONTHS NO NO

Gifting

Gifting creates excitement in the mind of the customer and he received

something for “free”. He might visit again and again. This sales promotion
programs commonly used to increase the footfall during the non-season.

 LG
On purchase of OLED TV of LG, the customer will get AI Speaker of
25,000 INR free. While on buying 4k TV of LG, the customer will get
JIO Wifi Dongel worth 3,000 INR.
 Samsung
On purchasing Samsung QLED TV, the customer will get Amazon
Echo plus and Amazon Echo Dot depending on the size.
 Philips
On purchase of Phillips LED TV, one year warranty was free.

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Data Analysis

In this section, analysis and interpretation of the Data collected during the
project will be done. Following are the results from the surveys.

Q1. Have you purchased any consumer durable during Exhibitions?

 Yes

 No

Inferences

 65% of customers have not purchased any consumer durable from

exhibitions.

 Only 35% people have bought.

 It shows that consumers are coming to the exhibition for the knowledge
of the product and also wants to know if there is a real price difference
between the weather exhibition and the shop.

 Consumers also want to compare different brands available in the

exhibition.

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Q2.While purchasing consumer durable which parameter influences you?

 Price

 Product feature

 Brand

 Service

 Durability

Inference

 30% customer values value. So it shows that Indian consumers are

very price sensitive. They give more importance to the price of the
brand.
 26% value the brand. Hence price and brand mean a lot to costumers.
And they also want the best brand in the best price.
 19% product convenience service 16% and durability 9% service is
also a big factor for customers who are less interested in sustainability

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Q3. From where you prefer buying consumer durables

 Exhibitions

 LG shoppee

 Showroom

Inference:

 Most of the customers prefer to buy from the showroom. Very few
customers buy from the exhibition.
 47% of customers are preferred to showrooms as showrooms are more
convenient for customers. They also think that these shops offer more
discounts.
 People are less interested to buy from the exhibition they only visit the
exhibition for product price quotation and product comparison.

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Q.4. How frequently you change your consumer durables?

 1-3 years

 3-5 years

 5-10 years

 More than 10 years

Inference

 Customers prefer to replace consumer durables within 5–10 years.

People in India often do not change consumer durables.
 23% of customers do not change their consumer durability within 10
years.
 It shows that Indian consumers do not like to change their consumer
frequently

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Q 5.Do you prefer any financing scheme to purchase consumer durables?

 Yes

 No

Inference

Majority of customers do not prefer any financial scheme.

Q.6.You prefer to buy from the same as you have mentioned in Q.3
because of following reasons

 Attractive Price

 Service

 Demonstrations

 Offers

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Inference

 Customers buy from showrooms because of the service and

convenience. These are two main factors.

 Customers are preferred to buy from the showroom because of

they think that these convenient store may provide good after
sell service.

 Customer also thinks that there is more chance to bargain and

they can get more discounts in these showrooms.

 Price also a factor that attract the customer in these showrooms.

Consumer Preference:

Through the data collected from various stores. Brand were ranked according
to the preference of the customers visting the store and past sales from April
to June.

Samsung:

It has been analysed that the customer preferred Samsung the most as their
product offer more value for money. They offer wide range of product. Their
Brand visibility was better than other brands. It was also observed that
Samsung maintain good relationship with the distributors.

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LG:

LG holds the second postion in terms of sales of TVs after Samsung. Lg are
leaders in OLED segment because of the technology and quality. Most of the
product of LG was easily available at most of the stores. Brand Store Sales
Executive have good pitching skill and able to convert customers preferring
other brands.

Sony:

Sony got the most loyal customer because of the quality and durablity their
product offers. But due to high price new customers get attracted to brands like
LG and Samsung. Brand Visiblity is less compared to LG and Samsung.

Inference drawn:

Customer Preference can be changed if the brands focus on the needs of

customer . Brands need to maintain their POSM & POP to grab the attention of
potential customers. Store Sales Executive plays vital role in increasing the
sales. Sales Executive must have good pitching skills, properly updated with
the product and the offers.

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Chapter 5: Findings and Recommendation

LG embraces the philosophy of “Great Company, Great People,” where as only

great people can create a great company, and pursue two growth strategies
involving “fast innovation” and “fast growth.” In order to boost sales and
awareness of the product the brand lauches festive offer, perform home demos
and activities in the residential society and its stores. They keep healthy
relationship with the distributors to increase availability of their product.

5.1 Dealer survey Findings

 By calculating the display share we found that in most of the store LG

has 30-40% display share in all categories.

 By the previous month sales we came to know the capacity of the store
and how much product they can sale.

 It helps us to know whether the sales team should focus on a particular

store or not.

 It was found that the Store Sales Executive do not complete the home
demo calls.

 The top competitor of LG in Delhi Region is Samsung in most of the

categories.

 Word of mouth plays an important role for customer awareness. This is

a factor, which can play a good role in the promotion of products as
well as the performance given by the shopkeeper plays an important
role for the customer.

 There is a problem of price difference of LG product at different stores.

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Recommendation and Suggestions

 LG should decrease the differences in prices of its products at different

stores.
 More detailed customary service is to be provided.
 Training of store performance should be given at frequent time
intervals and feed back should be considered positive.
 The company should look into the case of the person hired in the shop
display. A large LG showroom should have at least 2 types of person.
 LG should try new dealers who have capacity. So they can target more
markets.
 As there is a bottle neck competition between Samsung and LG, it is
necessary to take measures to remove the area of decline in LG in
relation to Samsung.
 Marketing managers must build better relationships with dealers and
the company's reputation.
 Customers consider quality as their first priority, so the company
should stress more on this.
 Customer swapping on another brand from LG product is caused by
bad after selling service in the shop.
 The product is well versed and is top of mind of the customer. So the
company should always improve the services and update its technolog

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Customer Survey Findings

 Secondary support plays an important role in the minds of customers

and creates awareness among customers. Secondary support includes
exhibits, exhibitions and even sponsors.
 The survey revealed that most customers do not buy consumer
durables from exhibitions. They go to exhibitions just to see
performances and latest Model.
 They want to buy from showroom or from co. Showroom. Service is
important to them. Convenience and other factors Service is the major
factor.
 Also most customers do not want any financing plan to buy durables.
 There was a huge crowd over the weekend, so a large number of ISDs
were appointed that day. Also helps in selling live demo calls.
Exchange offers also generate sales.
 Customers are also very busy in buying products and it is important for
the company to become a loyal customer of its brand.
 In the survey we found that LG captured the maximum market share in
each category. LG LED and refrigerator, and washing machine,
dominate the category.
 LG and Samsung have bottle neck competition in TV and REF.
category.
 The product is well versed and is top of mind of the customer.
 The Paytm offer was more successful compared to other offers as most
of the customer looking to upgrade used to throw their old appliance at
low rate. Paytm was offering paytm cash of Rs. 4400 in exchange of any
running product. Most of the customer buying the LED for the first time
availed this offer.Others offers like Win Every Hour and Weekly Lucky
Draw was unable to attract much of the audience as customer as the
chances of winning was less.

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 OLED offer was successful in converting customer buying UHD or
Nanocell into OLED TV. The offer resulted into increase of 10 % sales
of OLED TVs from the last two months sales

Recommendation and Suggestions

 Display should be atleast 40% at each stores. OLED TV are also not
available As the company believes "JO DIKHTA HAI WO BIKTA HAI".
 The company should strive to improve service. There is no doubt that
the company's products technically have an edge over competitors, but
in the long run the company's profits may be hampered.
 The company should also cater to the needs of sub dealers as some
sub dealers have high sales potential.
 LG should do aggressive promotion of its offers.Using offline channels
like Newspaper, Radio and TV and online channel like website, google
analytics can be used to reach the masses.
 Offers should not be complex and have less term and conditions.
 The Company should focus on Mobile Technology as India is second
largest smartphone user country

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Consumer Survey Questionnaire

Q1. Have you purchased any consumer durable during Exhibitions?

a) Yes

b) No

Q. 2. While purchasing consumer durable which parameter influences you?

a) Price

b) Product feature

c) Brand

d) Service

e) Durability

Q3. From where you prefer buying consumer durables

a) Exhibitions

b) Co.shoppee

c) Showroom

Q.4. You prefer to buy from the same as you have mentioned in Q.3
because of following reasons

a) Attractive Price

b) Service

c) Demonstrations

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d) Offers

e) Convenience

Q.4.How frequently you change your consumer durables?

a) 1-3 years

b) 3-5 years

c) 5-10 years

d) More than 10 years

Q.5.Do you prefer any financing scheme to purchase consumer durables?

e) Yes

f) No

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References

 www.lgindia.com

 www.google.com

 www.wikipedia.com

 LG magazine

 www.marketing91.com

 http://www.yourarticlelibrary.com/sales/sales-promotion-
meaning-definition-objectives-and-importance-of-sales-
promotion/25889

 https://accountlearning.com/7-important-promotion-tools-in-
dealer-sales-promotion-trade-promotion/

 Economics Times

 The Times of India

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