| Case Title |
LG in India: Reinventing the Brand |
| Case Author(s) |
Chattopadhyay, A; Paavola, N
|
| University |
INSEAD |
| Abstract |
The case describes the first decade of LG Electronics India Limited's (LGEIL) experience in India, a decade marked by incredible success from a sales point of view and outlines the challenges in 2007, which resonate with the key challenge back in 1997 - building a premium brand image for LG. The objective of the case is to discuss three issues: (1) how to build a brand as a late entrant in a new market; (2) the key challenges in managing the brand building process; and (3) how to manage a large product portfolio from a branding perspective, which raises the issue of brand architecture. The case lends itself for use in a variety of courses taught at the MBA and executive level. The case can be used to teach an introductory session for a marketing strategy course. In such a context the issues to focus on would be brand positioning and the marketing mix. It can be used as a capstone case in a marketing strategy course and be used to highlight the importance of managing the marketing process from an organisation-wide perspective to successfully deliver on the customer promise. It can be used to discuss market entry and expansion issues in an international marketing course. It can also be used in a brand management course to discuss issues of branding as an organisation-wide perspective and brand architecture.
*Abstracts reprinted with the permission of INSEAD* |
| Available In |
The INSEAD case collection at the European Case Clearing House |
| Publisher |
INSEAD |
| Publisher Case No. |
508-116-1 |
| Distributor(s) |
European Case Clearing House
|
| Pub/Rev Date |
2008 |
| ISBN |
|
| Case Length |
32 pgs |
| Teaching Note |
No |
| Pub TN Ref No. |
|
| Pages (TN) |
|
| Issues |
Marketing strategy; International marketing; Brand positioning; Brand architecture; Marketing mix; Emerging markets |
| Organisation(s) |
LG Electronics India Limited (LGEIL)
|
| Countries |
India |
| Industry |
Computers & Electronics |
| Period Covered |
1997-2007 |
| Level |
Undergraduate/Postgraduate |
| Links of Interest |
LG Electronics India Website
|
| Back |