PROJECT SYNOPSIS

ON

ADVERTISEMENT STRATEGY OF THE INDIAN

CORPORATE WORLD W:E LG ELECTRONICS

SUBMITTED TO: SUBMITTED BY:

PROF. A.K. MALVIYA ANIKET TIWARI

MONIRBA U1530102

UNIVERSITY OF ALLAHABAD MBA 3RD SEM

MOTILAL NEHRU INSTITUTE OF RESEARCH AND

BUSINESS ADMINISTRATION (MONIRBA)

UNIVERSITY OF ALLAHABAD

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TABLE OF CONTENTS

INTRODUCTION……………………………………………………………. 3

OBJECTIVES OF STUDY…………………………………………………..4

SCOPE OF STUDY…………………………………………………………..4

RESEARCH METHODOLOGY……………………………………….....5

REFERENCES………………………………………………………………….9

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 INTRODUCTION

Advertising Strategy

An advertising strategy is a campaign developed by a business to encourage potential

customers to purchase a good or service. An advertising strategy is generally tailored to
a target audience perceived to be most likely out of the population to purchase the
product.

Advertisement, which is a crux of any market economy, plays a pivotal role in the
economic progress of a nation. Advertising is indeed the only direct method, which
helps to reach masses of potential buyers. Advertising, being dynamic, changes with
changing methods of distribution and consumption. Advertisements have become the
part of life for everyone as a listener through some media or other. In the present era of
information explosion and media influence, these advertisements play a major role in
changing the settled perception or thinking, which is otherwise called attitude, of the
consumer and also the consumption pattern of the society in general. Thus, the impact
leads to cultural and social changes to a great extent. Under this situation efficiency of
the manufacturers, marketers and advertisers is tested in churning out advertisements,
matching the expectation of the consumers, which may gradually bring about desired
attitudinal changes in them.

LG Electronics

LG Electronics Inc. is a South Korean multinational electronics company headquartered

in Yeouido-dong, Seoul, South Korea. LG Electronics is part of the fourth-largest chaebol
in South Korea (LG Corporation) and in 2014 global sales reached $55.91 billion (₩
59.04 trillion), LG comprises four business units: Home Entertainment, Mobile
Communications, Home Appliances & Air Solutions, and Vehicle Components, with
Starion India as its main production vendor for refrigeration and washing machines in
the Indian sub-continent. LG Electronics owns Zenith and controls 37.9 percent of LG
Display and since 2008, LG Electronics remains the world's second-largest LCD television
manufacturer. The company has 128 operations worldwide, employing 83,000 people.

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 OBJECTIVES OF THE STUDY

The main objectives of conducting the project “Advertising Strategy of the Indian Corporate

World w:e LG Electronics” are as following:

 To know impact or the effect of advertisement on consumer attitude.

 To know the perception of the consumer towards LG’s advertising.

 To know brand recall of LG.

 To analyze the effectiveness of present advertising strategies of LG.

SCOPE OF THE STUDY

The project was undertaken to study the advertising strategies of LG Electronics. As per this

study what could be analyzed was: Brand Recall of LG, Effect of Advertising on Consumer

Attitude, Consumer Perception about LG, and Present Advertising Strategy of LG.

The study area is centered in Allahabad, Uttar Pradesh. The study is helpful for many players in

Home Appliances to make following strategies related to advertising for any particular

company: -

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  Advertising strategy according to the age of final users.

 To analyze the brand recall of other products in the same segment.

 To analyze the perception of consumers related to ads of durables.

RESEARCH METHODOLOGY

Marketing Research

 Marketing research is the function, which links the consumer, customer and public to

the marketer through information.

Information used to identified and define marketing opportunities and problems: generate,

refine and evaluate marketing action, monitor marketing performance, and improve

understanding of market as a process.

Research Design

A research design specifies the methods and procedures for conducting a particular study.

Research design is the plan, structure and strategy of investigation conceived so as to obtain

answers to research questions and to control variance.

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Sample Design

Market Area – Allahabad, Uttar Pradesh

Sample Size – 200 Respondents

This is done so as to receive a fair response to achieve our objectives and also so that the

research could be finished on time.

Type of Sample Design

The type of sampling that was carried out was probability (convenience) sampling due to limited

resources available.

In probability sampling, Random Sampling was chosen. This was the best sampling method to

do market survey. On the other aspect, to cover all consumers in West Delhi was a

comparatively easy task.

Data Collection

The study was conducted by the means of personal interview with respondents and the

information given by them was directly recorded on questionnaires.

For the purpose of analysis, the data is necessary to collect the vital information. There are two

types of data, these are -

 Primary Data

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  Secondary data

Primary Data

Primary data can be collected through questionnaire. For the market study, structured non

disguised questionnaire was selected as the questionnaire is well structured, listing of

questions is in a prearranged order and the object of enquiry is revealed to the respondents. To

make a well structured questionnaire, three types of questions have been adopted:

(a) Open ended questions

(b) Dichotomous questions

(c) Multiple choice questions

Secondary data

Secondary data means data that are already available i.e. they refer the data which have

already been collected and analyzed by someone else. When the researcher utilizes secondary

data, than he has to look into various sources from where he can obtain them, in this case he is

certainly not confronted with the problems that are usually associated with the collection of

original data. Secondary data may either be published data or unpublished data. Usually

published data are available in:

(a) Various publications of the central, state and local government

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(b) Various publications of foreign government or of international bodies and their subsidiary

organization

(c) Technical and trade journals

(d) Books, magazines and newspapers

(e) Reports and publications of various associations connected with business and industry, stock

exchanges, etc.

(f) Reports prepared by research scholars, universities, economists etc

Measurement Techniques

In the questionnaire most of the questions asked were based on attitude rating scale, which

consisted of rating scales and composite scales.

Tools of Analysis

The role of statistics in research is to function as tool in designing research, analyzing its data

and drawing conclusions there from. Most research studies result in a large volume of raw data,

which must be suitably reduced so that the same can be read easily and can be used for further

analysis.

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 REFERENCES

BOOKS:

 Kotler, Philip

Marketing Management, Eleventh Edition

WEB SITES:

 www.lge.com

 www.google.com

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