A Project Report On Market Analysis Of Lg Consumer Durables & Dealer Development

Scope Of Project

This project gave us great exposure to the consumer durable market because it included product knowledge and a field survey job in which we visited the LG stores in Delhi. Incidentally, Diwali time was nearing during our survey period which exposed us to another aspect of product promotion. LG always insist on the 50% display share of LG product because LG believes that “JO DIKHTA HAI WO BIKTA HAI”.

While visiting the shops we-

• Calculated the display share of the LG product in every shop.
• Collected the data of actual monthly sales of the LG products in a few shops.
• Checked the availability of the LG catalog and the POPs in the store.
• Find out the problems that the dealer is facing while selling the LG products.
• Found out the customer response for LG products by asking the owner of the shop.
• Find out the distributor name from whom they were purchasing their products and also whether they have a direct dealership and which brand.
• Checked whether demo calls were attended or not.

Key Findings:-

1. By calculating the display share we found that in most stores, LG has a 50% display share in almost all categories.
2. By the actual monthly sale of the particular store, we came to know the capacity of the store and how much product can they sell.
3. It helps us to know whether the weather dealer is capable of being a direct dealer of LG or not and it also helps to find out the new dealers who are capable of being an LG dealer.
4. We also came to know while visiting the shops that there was a big problem with sales service.
5. Many dealers were facing the problem of after-sales service because there were no follow-up calls from LG.
6. Demo calls are also not done properly.

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