Aayush.docx

INTRODUCTION The electronics industry, especially meaning consumer electronics emerged in the 20th century and has become a global industry with billions of dollars. Today’s generation uses all manner of electronic devices built in automated or semi-automated factories operated by the industry ABOUT THE COMPANYLG is one of the Korean companies that has been maintaining the lead in the electronic industry after post liberalization period in India. The company was originally established in 1958 as gold star, producing radios, TVs, refrigerators, and air conditioners. The LG Group was a merger of two Korean companies, Lucky and Gold star, from which the abbreviation of LG was derived. The current “Life’s Good” slogan is a backronym. Before the corporate name change to LG, household products were sold under the brand name of lucky, while electronic products were sold under the brand name of gold star. In 1995, Gold star was renamed LG electronics, and acquired Zenith electronics of the united states. Currently, LG electronics has 110 local subsidiaries in the world with around 82,000 executive and employees.

OBJECTIVE OF THE STUDY 1. To understand why marketing mix is important for a company. 2. To understand about the vision of the company. 3. To understand company objectives. 4. To understand brand identity, brand platform and symbol. 5. To understand their product leadership qualities. 6. To know about their quality innovation. 7. To understand their marketing strategy. 8. To know their distribution channel. 9. To understand their pricing objectives. 10. To understand their promotional techniques. 11. To know their social and environmental responsibilities. 12. SWOT analysis.

HYPOTHESIS The main aim of the research is to understand the marketing mix of the company. This research will completely revolve around , that why is 4P’s of a company (namely; product , price, place , promotion) important for a company in marketing management . QUESTIONS RAISED1. Is marketing management important for a company? 2. What is the impact of PESTEL on a company? 3. Which main objectives of a company under marketing mix will provide advantage to a foreign company entering Indian market? CHAPETERISATION CHAPTER 1- INTRODUCTION  

ABOUT MARKETING MANAGEMENT ABOUT MARKETING MIX

CHAPTER 2- ABOUT THE COMPANY CHAPTER 3- ABOUT THE PRODUCT OF COMPANY CHAPTER 4- PRICING OBJECTIVES CHAPTER 5-DISTRIBUTION CHANNEL OF THE COMPANY CHAPTER 6- PROMOTIONAL TECHNIQUES CHAPTER 7-DIFFERENCE IN COMPETITORS OBJECTIVES CHAPTER 8-SOCIAL AND ENVIRONMENTAL FACTORS

NAME- AAYUSH BHANDARI SEM-2 SECTION-A ROLL NO- 1 SUBJECT-MARKETING MANAGEMENT AREA OF RESEARCH-MARKETING MIX