Eric Braganza
Haier Appliances India

The Growth Strategy

Marketing has been one of the key aspects for Haier and over the past few years, we have evolved our marketing strategy in order to build a stronger connect with the Indian consumers at a personal level. With the ever-transforming technology and the continuously developing lifestyle of the Indian consumers, it has become imperative for a brand to have online engagement with its consumers. The core focus lies on 360-degree integrated marketing campaigns. The significant target of all our marketing efforts is to build the range of Haier products and make Haier a well-known brand throughout the nation.

Distribution strategy

To display and demonstrate the diverse range of its products, Haier’s focus has always been on its distribution networks. Haier India currently has a distribution strength of more than over 12,000 outlets including Haier experience centers and zones across the country. Additionally, we are also present in multiple large retail chain outlets and the modern retail formats.

Advertising and communication strategy

Haier has always aimed at showing its commitment to inspire customers with the latest products. These initiatives are aimed to further reinforce Haier’s corporate philosophy of Inspired Living and position Haier as a market-driven, consumer focused company. This year we launched two new TV commercials based on our iconic bottom mounted refrigerator and the self-cleaning technology air conditioner. Both TVCs were created with an aim to highlight the product benefits of the recently launched products with consumers’ lifestyle at the core.

The TVC for air conditioners focuses on the USP of the new range – self-cleaning inverter technology (SCIT). Through the TVC Haier aimed to reinforce and strengthen the brand connect with the consumers and educate them regarding the benefits of SCIT. The second TVC based on the bottom mounted refrigerators, with a tagline India, Ab Seedhe Ki Aadat Daal Lo, focused on the product design and how it brings more convenience in a user’s life by minimizing the need to bend by 90 percent. Haier has been a pioneer of the BMR technology in India and around the world. With this TVC, the aim was to reiterate the benefits and value proposition of the newly launched Haier 8-in-1 BMR range as opposed to traditional refrigerators in a more engaging and thought-provoking manner with our prospective target audience.

Plans for the Indian market

Haier today offers a host of world class products and has a presence in almost all segments of home appliances and consumer durables. The brand will further strengthen its position as a front-runner in the industry with technologically advanced products to cater to the diverse needs of the consumers in the country. Haier aims to be amongst the top five brands in the industry by 2018 and to be a 1 billion dollar company along with being the third largest player in our segment by 2020.

Key achievements

This year, Haier registered a robust growth of 55 percent in the first half of 2018. Haier yet again bagged the title of the world’s leading consumer electronics and home appliances company for the ninth consecutive year by Euromonitor International Survey. In September 2018, Haier signed a MoU with the Government of Uttar Pradesh to invest `3069 crore for setting up its second industrial park in the country. The new plant will have an annual production capacity of 2 million refrigerators, 1 million air conditioners, 1 million washing machines, and 1 million LED TVs.

Company’s vision

We envision to be the most admired brand in India providing innovative, technologically advanced, and user friendly products, to blend with the evolving needs of our customers. Our aim is to become a 1 billion dollar company in India and the third largest player in the consumer durables segment by 2020.

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