haier | Advertising | Retail

Group Members
•Ali Hashim •Asim Ali •Ahmed Zaheer •Awais Rafique •Awais Butt •Furqan Ahmed

Brand

Air Conditioner

9 billion and Haier brand.000 job opportunities • In 2004. providing a total of 230.000 contract service personnel.000 full time employees and hires 175. Shandong. valued at RMB61.6 billion . Haier’s global sales hit RMB100.History • Founded in 1984 in China • Head quarter in Qingdao. People's Republic of China • 4th largest in the world and top domestic electrical appliance producer in China • 51.

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 .

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

production. procurement. 8 design centers and over 58. Haier has established 15 industrial complexes. . • Diversification in the 1990s • Although Haier.000 sales agents worldwide. it found its way onto the Shanghai Stock Exchange through the listing of subsidiary Qingdao Haier Refrigerator. which it used to increase its production capacity--and especially to add capacity for production of refrigerators destined for the export market.Global Branding Strategy • Haier’s 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. as a government-controlled body. 30 overseas production factories and bases. Haier’s international business framework encompasses a global network of design. The company raised nearly RMB 370 million in the offering. Today. distribution and after-sale services. was barred from the stock exchange.

Sam's. WalMart. KOJIMA and JUSCO • Europe: Cooperation with KESA.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. BrandsMart and Target • Japan: Cooperation with TOP 10 retailers. YAMADA. Media Market and Carrefour . HOME DEPOT. PC-Richard. e. e. Costco.g. SEARS. Best Buy. Lowe's.g.

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 .

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.Positioning slogan of “Inspired living”. 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 .

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

Results of survey Cool the Enviorment 100 80 Percent 60 40 20 0 fan air conditioner other Cool the Enviorment .

G PEL Mitshubishi Waves Philipps Brand When we say AC .Brand When we say AC 30 25 20 Percent 15 10 5 0 General Haier Dawlance L.

G PEL Mitshubishi Waves Philipps When we Say Inspired Living .When we Say Inspired Living 40 30 Percent 20 10 0 General Haier Dawlance L.

G PEL Waves Mitshubishi Philipps no idea World's Second Largest Home Appliances .World's Second Largest Home Appliances 30 25 20 Percent 15 10 5 0 General Haier Dawlance L.

G PEL Mitshubishi Waves Better After Sales & Service .Better After Sales & Service 25 20 Percent 15 10 5 0 General Haier Dawlance L.

Quick Cool under high Temprature 25 20 Percent 15 10 5 0 General Haier Dawlance L.G PEL Mitshubishi Waves Philipps Quick Cool under high Temprature .

G PEL Waves Mitshubishi others no idea Consumes Less Electricity .Consumes Less Electricity 30 25 20 Percent 15 10 5 0 General Haier Dawlance L.

AC with Latest Features 25 20 Percent 15 10 5 0 General Haier Dawlance L.G PEL Mitshubishi Waves Philipps AC with Latest Features .

G PEL Mitshubishi Waves no idea Brand comes when we say Saath Umer Bhar Ka .Brand comes when we say Saath Umer Bhar Ka 40 30 Percent 20 10 0 General Haier Dawlance L.

G PEL Waves Mitshubishi others no idea Low Repair & Maintanance Cost .Low Repair & Maintanance Cost 30 25 20 Percent 15 10 5 0 General Haier Dawlance L.

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 C .

attributes of the Haier’s 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 0 strongly agree agree indifferent disagree Durable Air Conditioner Less Faulty Air Conditioner .

attributes of the Haier’s 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 Haier’s 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 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 .

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