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Case Studies by Eun-Ju Park

3 case studies

by Publication Date
published: 15 Apr 2016

  • Topic: Marketing
  • Industry: Household appliance
  • Region: North America

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Abstract:
The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player. The case presents extensive customer data and information on potential product features for a new washing machine and raises several questions: Which segment should LG serve? What features should the new machine contain? How should it be priced? How should it be marketed? The questions need to be addressed in light of LG's desire to be a premium brand. The case can be used with UG, MBA or executive audiences.

Pedagogical Objectives:
The objective of this case is to highlight how a clear understanding of customer segments and their needs, and designing innovative products around these needs, leads to developing a profitable business based on the ability to charge a premium price. Such an approach helps to build a strong brand that results in customer pull, which can help penetrate even the most powerful of distributors. The case also highlights that to do this successfully it requires the various facets of the organization be aligned around the customer.

Keywords:
Marketing Strategy, Distribution, Customer Focus, Premium Branding, Emerging Market, Asian Brand, Electronics, Appliances,

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published: 29 Nov 2007

  • Topic: Marketing
  • Industry: White goods
  • Region: North America

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Abstract:
The case focuses on LG Electronics' entry into the US market and its efforts to develop a premium brand, highlighting the specific instance of refrigerators which played a key role in the establishment of the firm's image. Entering the world's largest market proves to be a formidable challenge, particularly in a category that is mature and when the entrant is from a newly industrialized country in Asia, namely Korea.

Pedagogical Objectives:
The case reveals how LG Electronics went about trying to establish a premium brand image in the US, following a series of earlier failed attempts. It allows for a discussion of key issues around customer focus, organizational characterisitics and organizational alignment in successfully entering and establishing oneself in a new market.

Keywords:
Marketing, Branding, Nic, Marketing Strategy, New Product Development, Market Entry

published: 07 Jan 2007

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Abstract:
The LG brand was launched in the US in 2002 with the ambition to build it up as a premium brand. The case outlines LG's strategy in the washing machine category from 2002-2005, during which a series of successful launches has established LG as a strong player. The case presents extensive customer data and information on potential product features for a new washing machine and raises several questions: Which segment should LG serve? What features should the new machine contain? How should it be priced? How should it be marketed? The questions need to be addressed in light of LG's desire to be a premium brand. The case can be used with UG, MBA or executive audiences.

Pedagogical Objectives:
The objective of this case is to highlight how a clear understanding of customer segments and their needs, and designing innovative products around these needs, leads to developing a profitable business based on the ability to charge a premium price. Such an approach helps to build a strong brand that results in customer pull, which can help penetrate even the most powerful of distributors. The case also highlights that to do this successfully it requires the various facets of the organization be aligned around the customer.

Keywords:
Marketing Strategy, Distribution, Customer Focus, Premium Branding, Emerging Market, Asian Brand, Electronics, Appliances

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