LG Electronics in India: Reinventing the brand

The case describes the first decade of LGEIL's 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 in 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 the 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 organizationwide 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 organization wide perspective and brand architecture.