Trade promotion & consumer promotion for LG part of the marketing lab: “marketing plan to increase LG TV’s product category premium perception by end consumers”

Detalhes bibliográficos
Autor(a) principal: Yan, Rian
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/142466
Resumo: The current challenge for LG is its low premium position in the Portuguese TV market. LG must adapt its segmentation, targeting, and positioning (STP); brand identity; and marketing mix to the specific demands and preferences of the Portuguese premium target. This paper will mainly discuss possible strategies that LG could implement among its channel members and end consumers so that the communication effect could be converted into sales. Keywords: LG, Portugal, Premium Perception, Upgrade Positioning, TV market, Re-Positioning, Channel Marketing, Trade Promotion, Consumer Promotion, In-store Display, Omnichannel Strategy
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spelling Trade promotion & consumer promotion for LG part of the marketing lab: “marketing plan to increase LG TV’s product category premium perception by end consumers”MarketingIntegrated marketing communicationsB2c marketingConsumer promotionTrade promotionP&L analysisDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe current challenge for LG is its low premium position in the Portuguese TV market. LG must adapt its segmentation, targeting, and positioning (STP); brand identity; and marketing mix to the specific demands and preferences of the Portuguese premium target. This paper will mainly discuss possible strategies that LG could implement among its channel members and end consumers so that the communication effect could be converted into sales. Keywords: LG, Portugal, Premium Perception, Upgrade Positioning, TV market, Re-Positioning, Channel Marketing, Trade Promotion, Consumer Promotion, In-store Display, Omnichannel StrategyVelosa, JorgeLourenço, CarolinaRUNYan, Rian2022-01-172021-12-172025-12-17T00:00:00Z2022-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/142466TID:203021517enginfo:eu-repo/semantics/embargoedAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:20:10Zoai:run.unl.pt:10362/142466Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:50:19.859612Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Trade promotion & consumer promotion for LG part of the marketing lab: “marketing plan to increase LG TV’s product category premium perception by end consumers”
title Trade promotion & consumer promotion for LG part of the marketing lab: “marketing plan to increase LG TV’s product category premium perception by end consumers”
spellingShingle Trade promotion & consumer promotion for LG part of the marketing lab: “marketing plan to increase LG TV’s product category premium perception by end consumers”
Yan, Rian
Marketing
Integrated marketing communications
B2c marketing
Consumer promotion
Trade promotion
P&L analysis
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Trade promotion & consumer promotion for LG part of the marketing lab: “marketing plan to increase LG TV’s product category premium perception by end consumers”
title_full Trade promotion & consumer promotion for LG part of the marketing lab: “marketing plan to increase LG TV’s product category premium perception by end consumers”
title_fullStr Trade promotion & consumer promotion for LG part of the marketing lab: “marketing plan to increase LG TV’s product category premium perception by end consumers”
title_full_unstemmed Trade promotion & consumer promotion for LG part of the marketing lab: “marketing plan to increase LG TV’s product category premium perception by end consumers”
title_sort Trade promotion & consumer promotion for LG part of the marketing lab: “marketing plan to increase LG TV’s product category premium perception by end consumers”
author Yan, Rian
author_facet Yan, Rian
author_role author
dc.contributor.none.fl_str_mv Velosa, Jorge
Lourenço, Carolina
RUN
dc.contributor.author.fl_str_mv Yan, Rian
dc.subject.por.fl_str_mv Marketing
Integrated marketing communications
B2c marketing
Consumer promotion
Trade promotion
P&L analysis
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Marketing
Integrated marketing communications
B2c marketing
Consumer promotion
Trade promotion
P&L analysis
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description The current challenge for LG is its low premium position in the Portuguese TV market. LG must adapt its segmentation, targeting, and positioning (STP); brand identity; and marketing mix to the specific demands and preferences of the Portuguese premium target. This paper will mainly discuss possible strategies that LG could implement among its channel members and end consumers so that the communication effect could be converted into sales. Keywords: LG, Portugal, Premium Perception, Upgrade Positioning, TV market, Re-Positioning, Channel Marketing, Trade Promotion, Consumer Promotion, In-store Display, Omnichannel Strategy
publishDate 2021
dc.date.none.fl_str_mv 2021-12-17
2022-01-17
2022-01-17T00:00:00Z
2025-12-17T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/142466
TID:203021517
url http://hdl.handle.net/10362/142466
identifier_str_mv TID:203021517
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/embargoedAccess
eu_rights_str_mv embargoedAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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