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Haier launches new marketing campaign - Inspired by you

By VJ Media Bureau | Vjmedia Works | May 20, 2013

The brand launches 79 products across six segments of consumer durables with a marketing budget of Rs 55 crore for 2013.

Global Home Appliances & Consumer Electronics brand, Haier India, launched 79 products across six segments of consumer durables. The marketing strategy Haier is planning to focus on is all the 4 Ps of marketing while specifically investing in promotion this year with a marketing budget of Rs 55 crores for 2013. As part of their marketing strategy Haeir aims to highlight the brand's positioning in the mid and high-end segment market, innovate for better living customized to the needs of the Indian consumer and to give the best to its consumers.
 
Haier India launched 79 products across six segments including air conditioners, water heaters, refrigerators, consumer electronics, commercial freezers, 3-Door convertible refrigerator with a capacity of 410 liters with DC inverter. Haier also unveiled its new brand TVC Haier-'Inspired by you' sometime back.
 
Speaking on the launch, Eric Braganza, President, Haier India said, "Building on our global success we have launched these products as we move towards consolidating our position in the Indian market. In 2013 we aim to grow by 43% on year on year basis. We would be focusing on maintaining top notch standard of service and value added products in line with our brand strategy. We aim to reach a wider audience and cater to different markets with this new lineup of products. We would also be expanding our manufacturing plant at Ranjangaon near Pune to match our supplies and demand in the markets.”
 
In line with Haier's global branding strategy, the brand is positioning itself as a local brand in different world markets along with an enhanced product competitiveness and strong corporate operations.
"Our USP lies in constant innovation that we have come up with time and again. We have been innovating which has helped us staying ahead of our competitors and have helped develop the industry organically to a large extent. Haier is not only reaching the top spot in so many product categories but making significant gains each year is evidence of the world's growing trust and confidence in Haier's quality and value through the innovative, tailor made products and services it offers worldwide,” said Shanta Roy, Marketing Head, Haier India.
 
For new products the brand is initiating Product Experience Programs for customers to understand the benefits of their new launches through interesting and engaging in-store activities.
For the financial year 2013, Haier aims at creating a strong bond with its consumers, follow  a local strategy to address the Indian market as the Indian market needs are different than global market and focus on all the 4Ps of marketing. Haier believes that the most important aspect is to keep innovating with the point of purchase. Shanta Roy says that this is the reason the brand is expanding their dealers' network and focusing on the'Haier experience centres & zones'. The idea is to give the consumers a superior shopping experience at the best environment possible. Promotion remains one of the prime areas of focus in the year 2013. The marketing spend was boosted by 50% for this year and the brand has already kick-started the new campaign and launched the TVC in March.
 
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