Marketing Management for LG and Sony 55 inch 3D HD TV Models

This report compares and contrasts the marketing plans for LG and Sony's 55 inch 3D HD TV models. It includes a description of both companies and products, target consumers, marketing mix, value proposition, and more.

Running head: MARKETING MANAGEMENT
Marketing Management
Name of the Student
Name of the University
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Executive summary
The purpose of this report is to highlight the fact that LG and Sony has launched two 55inches
3D HD TV models which are rivals and therefore marketing plans have been incorporated for
both the products. In this report description of both the companies and products are incorporated
and apart from that value proposition and marketing mix of both the products have been included
in the solution in order to compare and contrast both the products.

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Table of Contents
Introduction......................................................................................................................................2
Product description, purpose of the report, format of the report.....................................................2
Target consumer..............................................................................................................................2
Description and insight, theory of marketing/ consumer behavior to structure..............................2
Marketing mix.................................................................................................................................3
Value Proposition............................................................................................................................7
Value Proposition for LG HD 3D TV.............................................................................................7
Value Proposition for Sony HD 3DTV...........................................................................................8
Marketing Mix elements for LG and Sony 3D televisions..............................................................8
References......................................................................................................................................10

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Introduction
Product description, purpose of the report, format of the report
LG 55inch TV is of pretty good quality and it is easy to access. It can be said that the
only area o improvement in the particular LG 55LA6620 model of the 55inch TV. It is a matter
of fact that LG is a business organization that has gained a huge popularity in the market of
Australia and due to the affordability of the product and due to the unique design and features of
the particular model of the 55 inch 3D HD TV. On the other hand, a 55inch TV manufactured by
Sony has particularly gained a major positive feedback from the consumers of Australia and the
particular model is Sony Bravia KDL 55W800D full HD 3D TV. The purpose of this report is to
compare and contrast both the products and to develop a marketing mix for the Sony TV in the
market of Australia. In this report initially with a brief introduction is provided that includes the
product description of both the TV models and in the next stage target consumers of the
company is mentioned where description and insight, theory of marketing/ consumer behavior to
structure the report will be incorporated. After that value proposition and marketing mix of the
nominated product which is the LG TV and the competitor product which is Sony Bravia will be
incorporated. After that a justification of the proposed marketing mix strategy for the competing
product will be incorporated in the report.

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Target consumer
Description and insight, theory of marketing/ consumer behavior to structure
Sony being top ranked American electronics company that has been operating in the
market of Australia for quite a long time successfully can be considered as a top rival of LG. In
this context it can be said that the major Rival company of Sony Electronics is LG and in this
particular report of compare and contrast in between two TVs of LG and Sony is Incorporated.
For the 55 inch LED 3D full HD TV the target customer base of Sony will be the niche
customers in between the age group of 25 to 50. The management of Sony has already assigned a
team of Executive in order to increase the sales of their product and to negate the competition
that the company is facing from LG TVs. Sony is a brand that has proven that capacity and the
quality of their products in the international market and has been experiencing comments
profitability due to the quality of the products they offered to their target customers. As opined
by Higgs, (2006), to be precise Sony's consumer segments are the individuals who are effluent
and who are early adopters and the Young professionals of generation Y. In accordance with
Irvine et al., (2011), as the economy of Australia in recent times are booming and therefore the
management of Sony has been experiencing huge increasing their profitability and they are also
getting some major positive feedbacks from their target customer base which is significantly
helping the management of the organization to expand their business for experiencing later
profitability and reputation in their market of operation. Earlier it has been seen that the
management of Sony did not cater to every income groups because for some products their
pricing range are significantly on the higher end and therefore it can be said that the management
of Sony targets only niche population of Australia to offer their products and services.

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Marketing mix
Product
To make the marketing mix for Sony Company in the product should fit the target
consumers as their requirement of the products should be of the highest priority. As stated by
Murala et al., (2010), the management of Sony will have to make sure that the product their
offering in this case which is a 55 inch 3D HD TV should satisfy the requirements of their target
customers. It has been seen that the product Sony is offering to the niche population of Australia
has proved its capability to complete the model of the television that LG is offering to the same
customer base.
Place
Place is another integral aspect of the marketing mix as the product that Sony is trying to
offer the target customer base should be sold from the central part of the cities to attract the
target customers. For this particular case the management of Sony should sell the TV on online
platform and apart from that they should sell those products from Aristocratic showroom and
shopping malls. As opined by Higgs, (2006), in short it can be said that the management of Sony
should sell their products in a place where the target customers of the organization would feel
free to shop. Therefore according to the spending capacity and the requirements of the target
customers showrooms and the shopping malls where Sony will be selling their products should
be located on the central region of the cities of Australia.
Promotion
For securing profitability and productivity promotional works should be given the highest
priority by the management of Sony. As stated by Murala et al., (2010), in order to compete with

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LG the management of Sony should focus on advertising personal selling promotion of sales and
Public Relations and as in today’s world the competition in the market has become fierce. In this
particular case the management of Sony should emphasize on using marketing tools in order to
effectively enhance the promotional works of the business organization. In this context when the
management of Sony will be competing with another business organization named LG, they
should emphasize on the content of the advertisements as those advertisements should include
relevant information regarding the products and the features of the products that they will be
offering to the target customers.
Price
In accordance with Irvine et al., (2011), the pricing of the TV that is competing LG’s 55
inch 3D HD TV the management of the business organization should consider on the pricing that
LG has kept for their particular product. For competing in the market he’s not necessary that the
management of Sunny should keep their pricing as much as low they can but they should focus
on one thing that the product should be affordable enough for their target customers in order to
experience greater profitability. To address the extended Ps of the marketing mix of Sony people
Physical evidence processes are the most integral aspects of that marketing mix.
Physical evidence
It can be said that all the services provided by the business organization should have some
physical elements if the bulk of what are the customer base are paying for is intangible. It is a
matter of fact that just like a Hair Parlor volte provide their customers with a complete hair do or
just like in insurance company will provide a document for the insurance that their customers
have made if that particular materials are not being physically printed pod digitally provided to

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the customer base the customer base of the business organization would not be able to rely on the
business organization.
Processes
The delivery of the services that Sony generally offers to their target customers are in
generally performed with the customer present so that they can see how the TVS are getting
installed and they can ask the executives of the business organizations regarding how to operate
those and any relevant questions. As opined by Higgs, (2006), in this way the management of
Sony would be able to maintain the transparency of the transactions for the process of doing
business with their target customers.
People
People are the most important aspect of any business organization got the process of
doing business as they are the consumers and their buying preferences contributes significantly
to the profitability of any business organization. As stated by Murala et al., (2010), it has been
seen that the management of business organization should satisfy the requirements of the target
customer base so that they can stay loyal with the business organization and in order to enhance
the productivity and the profitability of the organization satisfying the target common base
should be one of the major aspect of the process of doing business in a market full of rivalry.
Therefore, it can be said that the management of Sony should consider the marketing
strategies for increasing the productivity along with the profitability of the business organization
and to compete with LG which is the major competitor of Sony.

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Value Proposition
A value proposition is the value that a company or an organization promises to deliver
the customers after the purchase of certain products or service. The following is believed to be
the ultimate thing that makes the product much more attractive to the customers of the
organization. Each and every product and services manufactured and promoted by the business
enterprises must have a certain value of its own so that they are readily acceptable to the
different customers. The absence of value will lead to a product failure in the market. The
perfection of the value proposition will help to increase in the conversion rate and improve the
different types of the marketing strategies that are adapted for the different products and services
of the company. it is important to learn about the present value of the company and the products
delivered by them in a compelling way. This particular activity is considered to be one of the
highest values and is followed by different higher reached marketing activities.
Value Proposition for LG HD 3D TV
LG HD 3D TV is one of the best Televisions in its category and has a great demand for
its superior quality and a large range of modern features. The value proposition of any product
can be determined by three main characteristics namely;
 How can the product or service solve the problems?

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 The advantages of performing business operations with the company over the different
types of the competitors. What can be expected if the consumers purchase the products and services?
The particular Television promises to offer an integrated range of services that are technically
and commercially much more superior to other televisions in the same range. This includes the
likes of the 3d television features which enable the screening of modern 3d pictures and videos.
Apart from this the product is also Wi-Fi enabled and can support computer enabled systems.
Value Proposition for Sony HD 3DTV
In the competitive market place of the modern world Sony has created a unique value
proposition of its own. The features of the following television is more or less equal in nature to
that of LG but its smart picture quality and capability to support all different forms of video
formats and other types of different formats. The different advantages of Sony Bravia 55 inch
TV includes the likes of Wi-Fi enabled services, video support, inbuilt home theatre and most
importantly the brand value of SONY Televisions.
Marketing Mix elements for LG and Sony 3D televisions
The marketing mix elements for LG and Sony television are as follows;
Marketing mix of LG
1. Place- The management of LG has made the product available at all the leading market
where the company is operational. Asia has been set as the main target area of the
company as the expanding economy of the Asian market especially the South East Asian
countries forms the main market place of the organization.

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2. Product- The product is a 55 inch LED 3D enabled television with multitasking features
that helps the organization to capture a massive amount of market share.
3. Price- The price of the following television has been set at $1600 on an average in
different markets.
4. Promotion- The Company has appointed an eminent celebrity to promote the brand on
online and Television medium. Apart from this the company has also used different
forms of other mediums to market and promote the following product.
5. People-The sales and the marketing staff of the organization is an important part of the
business and the management of LG has ensured to recruit the most able people from the
market.
6. Processes- The delivery of the products and the services are done in presence of the
customers. This helps the company to build reputation.
7. Physical Evidence- The TV provided by the organization is itself a physical device for
the organization.

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References
Murala, J. S., Singappuli, K., Swain, S. K., & Nunn, G. R. (2010). Digital video recording of
congenital heart operations with “surgical eye”. The Annals of thoracic surgery, 90(4), 1377-
1378.
Higgs, B. (2006). Consumers are the new kings of content. Marketing Magazine, 72-73.
Dawson, S. (2009). How Things Work: Thin, Black and Wireless. Connected Home Australia,
(July/Aug 2009), 56.
Irvine, B., Richardson, D., Fear, J., & Denniss, R. (2011). The rise and rise of online
retail. Technical Brief, (8).
Seel, P. B. (2012). Digital television and video. Communication technology update and
fundamentals, 65-82.
Seel, P. B. (2010). Digital TV in 3D: a passing fad or the next step in the evolution of digital
television?. International Journal of Digital Television, 1(3), 309-325.
Young, P. (2013). Assessment of SEAD Global Efficiency Medals for Televisions.