The festive season every year calls for exciting deals, encouraging the consumers to splurge on shopping and celebrate this auspicious period with lots of enthusiasm. The promise of a prosperous year ahead and the positive outlook of the consumer durables market has set the stage for the current festival season. From ecommerce platforms and supermarkets to high-end boutiques, the owners are losing no chance to attract shoppers in what could be one of the best reasons to celebrate Diwali in a joyous and cheerful manner.
At Haier, the festive season has always been a crucial time of the year, where we aim to transform the consumer choices and demands into sales. With the marketing dynamics changing to address the needs of the customers, the brand has always synchronized all its efforts and energies to fulfill its customers’ expectations and provide them the best value for their money.
Haier’s marketing strategy this year is designed to communicate three key aspects of its festive plan – highlight new product launches along with our existing premium range and generate excitement around the consumer offers and ensure ease of access to the customers.
This year, we have partnered with different banks like HDBFS, IDFC First bank, and SBI Credit Cards, thereby providing various purchasing options to the customers. While customers will be able to avail 20 percent cashback on SBI Credit Cards, there will be a flat 15 percent paper finance cash back offer for HDBFS customers and up to 15 percent cashback on purchase through IDFC First bank CD loans. Haier is also offering affordable EMIs at Rs. 2019 exclusively through Bajaj Finserv.
During the festive season, customers purchasing refrigerators, front- and top-load washing machines, will also be able to avail assured gifts like premium cutlery set, steam iron, dry iron, and more. Haier is also offering a no-cost EMI option along with lifetime warranty on the motor of front-load washing machines with direct motion motor.
With an aim to bolster its efforts, the brand plans to run a pan-India campaign through associate sponsorships with leading television shows – The Kapil Sharma Show and Kaun Banega Crorepati. Haier will also be an associate sponsor of the celebrity reality show Big Boss in North and Southern part of India and competitive culinary show MasterChef Australia.
During the festive season, creating brand recall amongst our customers is a very potent part of the brand’s marketing strategy. Citing the fervor of the festivities, Haier recently launched its flagship next generation series of smart AI-enabled Android LED TVs designed with advanced technology. This new range of TVs comes packed with AI-powered Google Assistant, where one can simply press the mic button on their remote to quickly find the latest blockbuster, check the score of the big game, or dim the room lights – all without missing what they are already watching.
The company has been at the forefront of revolutionizing the industry by introducing the latest innovations. Its state-of-the-art Puri Cool range of ACs and bottom-mounted refrigerators have been a testimony to the promise of providing customers with the products that coincide with our motto of Inspired Living.
Citing the current market scenario, the company is expecting a huge scope of touching the skies. The company has invested heavily in dealer training sessions for its in-shop demonstrators and staff, who interact with customers and can help them make an educated purchase decision. Through such customer-centric initiatives, Haier wants to create a win-win situation for itself as well as the dealers. With this festive season, the company is expecting to achieve a growth of around 35 percent across all categories.
We wish a happy Diwali and a prosperous year ahead to our customers and our dealers!