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Group Members

Ali Hashim Asim Ali Ahmed Zaheer Awais Rafique Awais Butt Furqan Ahmed

Brand

Air Conditioner

History
Founded in 1984 in China Head quarter in Qingdao, Shandong, People's Republic of China 4th largest in the world and top domestic electrical appliance producer in China 51,000 full time employees and hires 175,000 contract service personnel, providing a total of 230,000 job opportunities In 2004, Haiers global sales hit RMB100.9 billion and Haier brand, valued at RMB61.6 billion

Haier Pakistan
joint venture between Ruba General Trading Company and Haier Group of China in 2000 investment about US$35 million Covering vast area of 63 acres

Products
15,100 varieties of items in 96 product lines, and exports products to more than 100 countries refrigerator, microwave, dish drier, clothes washer, and exhaust fan, cell phone, ACs, PCs, TVs.

Global Branding Strategy


Haiers global branding strategy aims at positioning the company as a local brand in different world markets in conjunction with enhanced product competitiveness and strong corporate operations. Haiers international business framework encompasses a global network of design, procurement, production, distribution and after-sale services. Today, Haier has established 15 industrial complexes, 30 overseas production factories and bases, 8 design centers and over 58,000 sales agents worldwide. Diversification in the 1990s Although Haier, as a government-controlled body, was barred from the stock exchange, it found its way onto the Shanghai Stock Exchange through the listing of subsidiary Qingdao Haier Refrigerator. The company raised nearly RMB 370 million in the offering, which it used to increase its production capacity--and especially to add capacity for production of refrigerators destined for the export market.

Partners
Haier has established an extensive sales network around the globe. Key partners in perspective markets include: China: Strategic alliance with Suning and Gome chain stores America:Cooperation with TOP 10 retailers, e.g. SEARS, Lowe's, HOME DEPOT, Best Buy, PC-Richard, WalMart, Sam's, Costco, BrandsMart and Target Japan: Cooperation with TOP 10 retailers, e.g. YAMADA, KOJIMA and JUSCO Europe: Cooperation with KESA, Media Market and Carrefour

Service Policy
18 sales & service centers in all over the Pakistan & 76 dealers Reputation is more important than sales volume The constant rule of market is constant change Build good impression Customer is always right Challenge is the drive of innovation Build good reputation Never say "No" to the market A complaint lodged by customer is the most precious gift The aim of our work is your satisfaction

Benefit Segmentation
Quick cooling Cooling with economy Cooling with style Cooling with durability

Target Market
two streams of Middle class i-e upper and middle middle class

Positioning
slogan of Inspired living. By this slogan Haier intends to create a position in the mind of the customers of a brand with which they can associate their values and beliefs.

Unique Selling Proposition:


the best in their after sale & service in Pakistan

Marketing Mix
Product
Air conditionar in all range of size Price Penetration strategy Place Selective distribution Promotions Billboards Ads TV ads Point of Sale Ad Print Media (Newspaper) Outdoor Advertising

Brand exploratory
Sample Size: A sample of 50 people selected. Convenient sampling was the strategy for getting information.
Our respondents belong to different age groups but most of the respondents belong to age group of 25-30yeas old. Our samples include respondents from the different areas of Gujranwala. These people are selected from the areas of Shaheen Abad, Nowshera Road and Wapda Town. Nowshera road and Shaheen abad areas are consisting of people which belongs to the middle class and upper middle class those people which are from wapda town. Mostly people have an AC in their homes.

Results of survey
Cool the Enviorment
100

80

Percent

60

40

20

0 fan air conditioner other

Cool the Enviorment

Brand When we say AC

30

25

20

Percent

15

10

0 General Haier Dawlance L.G PEL Mitshubishi Waves Philipps

Brand When we say AC

When we Say Inspired Living

40

30

Percent

20

10

0 General Haier Dawlance L.G PEL Mitshubishi Waves Philipps

When we Say Inspired Living

World's Second Largest Home Appliances

30

25

20

Percent

15

10

0 General Haier Dawlance L.G PEL Waves Mitshubishi Philipps no idea

World's Second Largest Home Appliances

Better After Sales & Service

25

20

Percent

15

10

0 General Haier Dawlance L.G PEL Mitshubishi Waves

Better After Sales & Service

Quick Cool under high Temprature

25

20

Percent

15

10

0 General Haier Dawlance L.G PEL Mitshubishi Waves Philipps

Quick Cool under high Temprature

Consumes Less Electricity

30

25

20

Percent

15

10

0 General Haier Dawlance L.G PEL Waves Mitshubishi others no idea

Consumes Less Electricity

AC with Latest Features

25

20

Percent

15

10

0 General Haier Dawlance L.G PEL Mitshubishi Waves Philipps

AC with Latest Features

Brand comes when we say Saath Umer Bhar Ka

40

30

Percent

20

10

0 General Haier Dawlance L.G PEL Mitshubishi Waves no idea

Brand comes when we say Saath Umer Bhar Ka

Low Repair & Maintanance Cost

30

25

20

Percent

15

10

0 General Haier Dawlance L.G PEL Waves Mitshubishi others no idea

Low Repair & Maintanance Cost

Stylish AC Designes

40

30

Percent

20

10

0 General Haier Dawlance L.G PEL Mitshubishi Waves Philipps

Stylish AC Designes

Beijing Olympics 2008

40

30

Percent

20

10

0 General Haier Dawlance L.G PEL Mitshubishi Waves no idea

Beijing Olympics 2008

Do you Know Haier brand?

100

80

Percent

60

40

20

0 yes no

Do you Know Haier brand?

G en er al A on di LG t io ne Ai r Da rC wl on an di tio ce ne Ai r rC on Ha di t io ie rA ne r ir C W on av di t io es ne Ai r rC on di PE tio L ne Ai r M rC its on ub An di is tio hi y ne ot Ai he r rC r_ on __ di __ tio __ ne __ r __ __ __ __ __ ir

1000 900 800 700 600 500 400 300 200 100 0

attributes of the Haiers Air Conditioner.


Durable Air Conditioner Less Faulty Air Conditioner
50 40

40 30

Percent

Percent
strongly agree agree indifferent disagree

30

20

20

10 10

0 strongly agree agree indifferent disagree

Durable Air Conditioner

Less Faulty Air Conditioner

attributes of the Haiers Air Conditioner.


Less Electricity Consumption Low Repair & Maintance Cost
40

40

30

30

Percent

20

Percent

20

10

10

0 strongly agree agree indifferent disagree

0 strongly agree agree indifferent disagree

Less Electricity Consumption

strongly disagree

Low Repair & Maintance Cost

attributes of the Haiers Air Conditioner.


Stylish Air Conditioner

Excellent After Sale & Service

30

40

25

30
20

Percent

15

Percent
strongly agree agree indifferent disagree strongly disagree

20

10

10
5

0 strongly agree agree indifferent disagree strongly disagree

Stylish Air Conditioner

Excellent After Sale & Service

Affordable Price

Available in your Region

40

50

40

30

Percent

20

Percent

30

20

10
10

0 strongly agree agree indifferent disagree strongly disagree

0 strongly agree agree indifferent disagree

Available in your Region

Affordable Price

Strong Associations
Inspired Living Cooling under high temperature Consumes Less Electricity Durability (saath umer bhar ka)

Beijing Olympics 2008

Valuable Factors among Target Market (Favorability)


Quick Cooling After Sale & Service Durability Stylish Look Less Energy Consumption

Conclusion
Corporate dealing Intensive distribution Strategic alliance