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Segmentation, Targeting, Positioning of LG

LG segments its customers based on demographics like age and gender, as well as behaviors and psychographics. Geographically, LG targets urban and semi-urban areas. It positions itself as a smart, customer-friendly brand focused on quality, reliability, and making people's lives better through technological advancement. LG uses both direct sales channels like exclusive stores, and indirect channels like distributors and retailers. It aims to efficiently distribute products from manufacturing to end users.

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559 views2 pages

Segmentation, Targeting, Positioning of LG

LG segments its customers based on demographics like age and gender, as well as behaviors and psychographics. Geographically, LG targets urban and semi-urban areas. It positions itself as a smart, customer-friendly brand focused on quality, reliability, and making people's lives better through technological advancement. LG uses both direct sales channels like exclusive stores, and indirect channels like distributors and retailers. It aims to efficiently distribute products from manufacturing to end users.

Uploaded by

parmeshwar mahato
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Segmentation, targeting, positioning of LG–

Starting with demographics LG target the people with the age of 20 to 65 and both males and
females as the brand has been segmented based on the product usage like smartphones are mostly
used by the tech-savvy millennial/ generation Y while the home appliances are used by the married
couples mostly.

Behavioral – Behavioral segmentation is a form of marketing segmentation that divides people into
different groups who have a specific behavioral pattern in common. Users may share the same
lifecycle stage, and of previously purchased particular products, so LG with its simplicity and high
quality products for competitive price influence and attract the customers which are easy going and
cost conscious.

Geographic- LG products is used in urban or semi-urban regions. Since the company have the
presence in such wide variety of product portfolio, therefore, it makes sure that it has a presence in
different segments like it has low end and high-end mobile phones, TVs, AC’s and other Home
appliances which helps the company to serve customers from different segments and target groups.

Psychographic- It is divided on the bases of social class and lifestyle influencing the consumers who
are aspirer and explorers. For Example, LG Electronics has named Lewis Hamilton a global
ambassador for its home solutions brand, LG Signature. Hamilton, the epitome of skill, style and
precision will be seen communicating the brand’s philosophy. In the new campaign, he will share
with audiences his thoughts on how to lead a stylish, sophisticated life, and what motivates him to
be the best in his field.

Positioning-

In 2014, the company has changed its tagline from Life’s Good to “It’s all possible” there highlighting
the ongoing technological advancement in the products of the company thereby making it digitally
advanced by offering artificial based solutions which are eco-friendly and consumes less power.

LG has positioned itself as a smart and customer friendly brand. Apart from that, the focus is on
reliability where LG always tries to provide its customers with products that  are safe and valuable. A
chief focus of the brand is quality.  This branding strategy has helped it create unique value for its
customers globally. It is working on making people’s life good and safe. 

Channel design of LG-

Channel design facilitates the flow of goods from the manufacturer to the end-user.

The purpose of the distribution channel is to distribute the product from manufacturer to the end
user to the right time to the right place.

LG channel design starts from its manufacturing units, then supplied to C&F Agents(one in each
state) and then to 2 different channels direct channel and indirect channel.

Direct channel stores are those stores that directly sells to end consumers. Exclusive stores or
showrooms which has more focus for profitability and large volumes and multibrand shops which
complete control over distribution process.
Online marketing and telemarketing through ecommerce stores and other social networks to
customer segment.

Indirect channel is in which distributor channel includes dealers and small retailers who lacks capital
to buy directly from LG. Direct dealers have approximately additional 3% margin.

Retail chains and franchised outlets in which LG operates at big shopping malls or at stores which
operates in the city which serves to the customers needs and full fills them. This kind of efficient
distribution channel design and administration can offer opportunities to develop sustainable
competitive advantage in the long term.

Recommendations

• LG should Exploit the potential of social media to promote the brand identity through taking
advantage of the buzz around the social side through blogs and marketing campaigns; which will
attract more people.

• LG faces stiff competition from the Market leader Samsung and closest rival Sony. It is because
they are not able to create reliable brand image among their customers. They need to focus on
developing their products that can give better experience to their consumer. The problem is that
consumers do not think that LG has that much value and hence prefer to buy other brands.

• LG need to offer more competitive pricing and better promotions to sell their products better.

• LG should improve it’s after sale service because its hits badly LGs market share in region

• The training to in shop demonstration should be given at frequent time interval and feed back
should be considered positively

• The marketing managers should make better relations with dealers and reputation of the
company to increase sales.

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