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Brand Positioning & Comparative Analysis of LG
Products vis-à-vis the Market Competitors
Presented By:Nikhil Kumar Dhakha
081092FMG XVII
Company Profile
Established in 1997, LG Electronics India Pvt. Ltd., is a wholly owned subsidiary of LG Electronics, South Korea.
Impressive portfolio - Consumer Electronics, Home Appliances, GSM mobile phones and IT products.
Manufacturing facility at Greater Noida. LG has been able to craft out in ten
years, a premium brand positioning in the Indian market and is today the most preferred brand in the segment.
Project Objective To determine the positioning of LG
Products in the consumers’ mind
To determine the factors affecting purchase decision.
To carry out the comparative analysis to find out the closest competitors
Providing LG with valuable insights from the market helping it in further strategy formulation.
Scope of ResearchLG
Mobile Phones
Refrigerators
Air Conditioners
LCD TV
Central Brand
Product Categories
MethodologyStage 1
• Project Planning & Scheduling
Stage 2• Questionnaire
Designing
Stage 3 • Data Collection
Stage 4 • Data Analysis
Stage 5• Conclusions &
Recommendations
Data Analysis
Segment: Mobile Phones
Brand Awareness & Market Share
Mobile Phones
Market Leader: Nokia
LG has a pie of 6%
Close competitor of
Samsung & Apple
Segment: Mobile Phones
Brand Awareness & Market Share
Mobile Phones
Market Leader: Nokia
Ad Recall of 97%
High Popularity
Segment: Mobile Phones
Brand Awareness & Market Share
Mobile Phones
Second Leader: Sony
Ericsson
Has a share of 17%
Over 88% Ad Recall
Popular in specific user
segments Segment: Mobile Phones
Brand Awareness & Market Share
Mobile Phones
Segment: Mobile Phones
Emerging Player
Has a share of 6%
Close competitor of LG
& Apple
Brand Awareness & Market Share
Mobile Phones
Emerging Player
Has a share of 6%
Close competitor of
Samsung & Apple
Segment: Mobile Phones
Attributes affecting Purchase Decision
Segment: Mobile Phones
Brands Evaluation Chart
Segment: Mobile Phones
Brands Evaluation Chart
Image Profile Analysis
Nokia- Closest to the Ideal Product
Sony Ericsson gets the Second preference
Samsung & LG get similar user perception
Segment: Mobile Phones
SPSS OutputWilks' Lambda
Test of Function(s) Wilks' Lambda Sig.
1 through 2 .226 .000
2 .616 .000
Standardized Canonical Discriminant Function Coefficients
Function
1 2
Looks 1.524 -.750
ASS -2.543 -1.457
User Interface .045 .017
Battery Life -1.350 1.236
Camera Quality -.529 -1.681
Sound Quality 1.976 1.613
Business Utility 1.207 1.131
Connectivity Options -.103 .388
Structure Matrix
Function
1 2
Sound Quality .340* .282
Camera Quality .224* .182
Business Utility .017 .581*
Connectivity Options .070 .548*
User Interface .078 .515*
Battery Life -.039 .514*
ASS -.006 .324*
Looks .239 .254*
Pooled within-groups correlations between discriminating variables and standardized canonical
discriminant functionsVariables ordered by absolute size of correlation
within function.
Segment: Mobile Phones
SPSS Output
Segment: Mobile Phones
SPSS Output
Classification Resultsa
Brand
Predicted Group Membership
Total1 2 3
Original Count 1 48 2 0 50
2 14 36 0 50
3 12 2 36 50
% 1 96.0 4.0 .0 100.0
2 28.0 72.0 .0 100.0
3 24.0 4.0 72.0 100.0
a. 80.0% of original grouped cases correctly classified.
Segment: Mobile Phones
Perceptual Map
Conclusions- Mobile Phones
Nokia is the market leader, followed by Sony Ericsson
LG is an emerging player
Direct competition with Samsung, owing to similar user perception
Data Analysis
Segment: Refrigerators
Brand Awareness & Market Share
Market Leader- LG
Godrej- Second most popular brand
Samsung & Whirlpool lag behind
Refrigerators
Segment: Refrigerators
Image Profile Analysis
LG- Closest to the Ideal Product
Whirlpool gets the Second preference
Unstructured positioning pattern for other playersSegment: Refrigerators
Perceptual Map
Conclusions- Refrigerators
LG is the dominant player in the
market
Other Players have a segmented
market share
Unstructured Positioning of all
other Players
Data Analysis
Segment: Air Conditioners
Brand Awareness & Market Share
Market Leader- LG
Voltas- Second most popular brand
Samsung commands the third position
Air Conditioners
Segment: Air Conditioners
Image Profile Analysis
LG- Closest to the Ideal Product
Unstructured positioning pattern for other players
Segment: Air Conditioners
Perceptual Map
Segment: Air Conditioners
Conclusions- Air Conditioners
LG is the dominant player in the market
Closer user perception shared with Voltas
LG rated low on Technological aspects like Noise Levels
Hitachi was positioned high for producing low Noise Levels.
Data Analysis
Segment: LCD Televisions
Brand Awareness & Market Share
Market Leader- Sony
LG and Samsung close competitors
Philips has a small market share
LCD TV
Segment: LCD Televisions
Image Profile Analysis
Sony- Closest to the Ideal Product
LG and Samsung have very similar user perceptions
Videocon has a declining market share
Segment: LCD Televisions
Perceptual Map
Segment: Air Conditioners
Conclusions- LCD Television
Sony is the Market Leader in LCD TV segment.
Samsung – LG, very similar user perception, directly competing with each other.
Recommendation
Similar User perception needed to be carried on, in the Refrigerator & AC Segments.
LG needs to upgrade itself on technologies like Noise Level reduction, Power Consumption in the AC segment.
Innovations to be brought into the products in the Mobile Phone market, improving attributes like Battery Life, Camera Quality etc.
LG needs to bring in better strategies & technology to overtake the closest competitor Samsung in the LCD TV market.
Limitations
Sample Population- Delhi/NCR, covering narrow segment of total users
The sample size of 50 unable to cover the representative opinions of all users
Only four competing brands in every product category chosen
Attributes chosen to study the perception not exhaustive
Future Scope
Discriminant analysis for more than 3 brands in each category can be performed
Attributes can be increased in each product category
Non attributes based analysis can also be included compared with discriminant analysis.
References
Sengupta S , Strategies for competitive advantage , Tata McGraw-Hill Publishing Company Limited, New Delhi , 2003
Boyd, Harper W., Marketing Research : Text and Cases , McGraw-Hill Education,2005
Nargundkar R, Marketing Research: Text and Cases , Tata
McGraw-Hill Publishing Company Limited, New Delhi, 2005 http://wikipedia.org http:/gsmarena.com http://my3q.com
Thank You