Lg Branding

In: Business and Management

Submitted By gurjitsingh19
Words 3388
Pages 14

[pic] Presented By:
Gurjit Singh – 3022
Heman Makwana – 3023
G. Kalaiarasan – 3025
Kalpana Patel – 3026

We would like to thank Prof Sohan Mahanty for providing us with such an important and challenging opportunity of preparing a project report on Branding which has enabled us to learn a lot about the Branding strategies, LG’s product innovations and marketing tactics for the Indian market.

It is a matter of great pleasure to express our sincere gratitude and thanksgiving to our Director – Dr. Bigyan Prakash Verma.

Last but not the least, we extend our sincere thanks to all the people who helped us directly or indirectly in way of ideas and valuable thoughts for making this project, a grand reality.

History of LG Brand:
| LG's history dates back to 1947 when Lucky Chemical Industrial Company (LCIC), the first chemical company in South Korea, was |
|established. In 1958, LCIC started Goldstar Company to manufacture consumer durables. Within a year of its inception, Goldstar manufactured|
|South Koreas first radio, A 501. |
|In the 1960s, it started exporting radios to the US and Hong Kong and manufactured Korea's first telephone, refrigerator and black & white |
|television. With the consumer durables business picking-up, LCIC changed its name to Lucky Goldstar. |

Since South Korea was a small market, Lucky Goldstar expanded its operations to foreign countries and established its first overseas branch in New York in 1968. In the same year, it manufactured Korea's first air conditioner. By the 1970s, Lucky Goldstar became the first Korean consumer electronics company to get listed on the Korean stock exchange…...

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...Water 2. Toothpaste 3. Jeans 4. Beverages 5. Soft Drinks 6. Watches 7. Razor Blades 8. Cosmetics 9. Domestic Goods 10.Cigarettes Brand Schweppes Colgate Levi’s Nestle Coca Cola Omega Gillette Max Factor Hitachi Marlboro Date 1798 1806 1850 1866 1886 1894 1902 1909 1910 1924 N ot TNS - GLAKES C op y U.K. study 6 —  Not simply a product -- anything offered to a market for attention, acquisition, use, or consumption that might satisfy a need or want Kotler —  A product can be: D o — Physical good — Service — Retail Store — Person — Organization — Place — Idea N TNS - GLAKES ot C op y What is a Brand?- Kotler 7 What is a Brand? •  Heritage –  Old Norse “brandr” = to burn –  branding livestock •  AMA (technical definition – 2005 ) D o A name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers. The legal term for brand is trademark. A brand may identify one item, a family of items, or all items of that seller. If used for the firm as a whole, the preferred term is trade name N ot TNS - GLAKES C –  A means to distinguish goods from one producer vs another. op y 8 •  Derivation D o TNS - GLAKES N ot C •  AMA defines a brand vs a Brand. •  What does the AMA definition leave out? op y What is a Brand? 9 What  is  a  Brand?   –  A product, but one that adds other......

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