Satish NS
Senior Vice President, Sales and Marketing,
Haier Appliances India.

Message – Brand to Retail

On the consumer schemes offered by the company

Haier has consistently focused on introducing offers which serve customers’ daily needs and provide them the best value for their money. For this festive season, we have launched exciting festive offers on our product range to ensure the three key parameters – facilitate ease of purchasing with attractive consumer finance schemes like a fixed EMI offer with Bajaj Allianz to bring home any product from its premium range at Rs. 2018 only; bring convenience to consumers with free installations and extended warranties on certain products; and add cheer to festivities with exciting gifts on purchase of Haier products during the promotion period. The promotion started in September and ran till November 7, 2018 across the country.

On the festive season special scheme

We are spending around Rs. 40 crore this year for the festive season. This budget is judiciously applied across all our initiatives in ATL, outdoor, print, radio, and digital, among others, to reach out to customers across the country.

On the festive sales expectations

We are optimistic of achieving more than 60 percent YoY growth across all categories.

On impact of promotional schemes

Through our promotional schemes, we aim to stand out of the league and create a top of mind recall amongst our audience. Through a 360-degree promotion strategy, we have started to see its positive impact on our sales this year. Across all our product categories, we have registered outstanding results. This festive season, Haier recorded highest ever sales of side by side, BMR, and top mount in the refrigerators category along with LED TVs, washing machines, water heaters, and microwave ovens.

On advertising strategy during the festive season

Our advertising strategy this year is designed to communicate two key aspects of our festive plan – highlight new product launches along with our existing premium range and generate excitement around our consumer offers. While the former is majorly led through an ATL and digital approach, we are extensively using print as a medium for the latter with digital providing an added impetus. We have recently launched a brand new TVC for our new range of Easy Connect LED TVs (B92OOWB series). The TVC fulfils the need to enhance brand visibility. It went live on October 18, 2018 online and across leading TV channels. The TVC is currently aired on key regional channels in languages like Bengali, Kannada, Malayalam, Punjabi, Tamil, and Telugu. We are also running other TVCs for our BMR range and Haier DUO front load washing machines across all key channels. We have focused on establishing extensive collaborations and associations to target our audience across age groups and geographies. Haier is an associate sponsor of season 10 of Kaun Banega Crorepati with its BMR line-up on Sony channel. Other key sponsorships include Mega Icons on National Geographic channel, Dance Plus Season 4 on Star Plus, Sa Re Ga Ma Pa on Zee TV, and Master Chef Australia on Star World. Haier also partnered with Unimoni Asia Cup 2018 as Official Global Partner and Associate Gold Sponsor this year. We are also sponsoring India-West Indies cricket series which started on October 4, 2018 till November 11, 2018.

On plans to introduce new models

With our exciting range of festive offers, we plan to highlight the premium range of the product line. We launched a new range of bottom, top mounted, and direct cool refrigerators; a Haier DUO double drum top load washing machine and a front load washing machine HWM85-678GNZP with innovative Oceanus Wave. We also announced a new range of Easy Connect LED TVs (B9200WB series). Our new TVC is designed to highlight this feature in the new TVs. In our premium range, we introduced the quantum dot 4K slim LED and quantum dot 4K curved LED.

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