1. Lg electronics initiative towards
Rural India
By Vipin Kumar
M.B.A (M&S)

2. REASONS FOR ENTRY INTO
RURAL MARKETING
• The Indian rural consumer lives in over
600,000 villages across the country,
accounting for over 70% of the
population of the country.
• For several product categories, rural
markets account for well over 60 per
cent of the national demand.

3. LG’s understanding of RURAL
MARKET
• Increased branch numbers in the Rural
Market
• Posted 93 area managers across the
country
• Delegating Area managers with more
power
• Publicizing by means of road shows,
society demonstrations, and
localized shows in rural India

4. Rural market strategy- 4A
Approach
Affordability Availability
Awareness
Acceptability

5. • Affordability – Price
Sampoorna- Rs.3000;
Cineplus- RS 4900
• Availability – Place
65 Remote Area Offices;
230 service centers;
2,600 mobile authorized
service personnel

6. • Acceptability – Product
Product localization
LG came out with Hindi and regional language menus on its
TVs.
LG was the first brand to introduce gaming in TVs in
continuations of its association with cricket

7. Awareness – Promotion
Supporting India Cricket Team – ”LG ki Dua, All the
Best”
Direct engagement with Customers
Word of Mouth

8. Results of the Approach
• 20% of the company’s revenue comes
from rural India
• Largest Market share in Color Televisions
(CTVs)
• Positive Customer Perception

9. LG’S PRODUCTS FOR RURAL MARKET

10. THANKYOU