Professional Documents
Culture Documents
Ali Hashim Asim Ali Ahmed Zaheer Awais Rafique Awais Butt Furqan Ahmed
Brand
Air Conditioner
History
Founded in 1984 in China Head quarter in Qingdao, Shandong, People's Republic of China 4th largest in the world and top domestic electrical appliance producer in China 51,000 full time employees and hires 175,000 contract service personnel, providing a total of 230,000 job opportunities In 2004, Haiers global sales hit RMB100.9 billion and Haier brand, valued at RMB61.6 billion
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
Products
15,100 varieties of items in 96 product lines, and exports products to more than 100 countries refrigerator, microwave, dish drier, clothes washer, and exhaust fan, cell phone, ACs, PCs, TVs.
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, e.g. SEARS, Lowe's, HOME DEPOT, Best Buy, PC-Richard, WalMart, Sam's, Costco, BrandsMart and Target Japan: Cooperation with TOP 10 retailers, e.g. YAMADA, KOJIMA and JUSCO Europe: Cooperation with KESA, Media Market and Carrefour
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
Positioning
slogan of Inspired living. 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.
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
Brand exploratory
Sample Size: A sample of 50 people selected. Convenient sampling was the strategy for getting information.
Our respondents belong to different age groups but most of the respondents belong to age group of 25-30yeas old. Our samples include respondents from the different areas of Gujranwala. These people are selected from the areas of Shaheen Abad, Nowshera Road and Wapda Town. 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. Mostly people have an AC in their homes.
Results of survey
Cool the Enviorment
100
80
Percent
60
40
20
30
25
20
Percent
15
10
40
30
Percent
20
10
30
25
20
Percent
15
10
25
20
Percent
15
10
25
20
Percent
15
10
30
25
20
Percent
15
10
25
20
Percent
15
10
40
30
Percent
20
10
30
25
20
Percent
15
10
Stylish AC Designes
40
30
Percent
20
10
Stylish AC Designes
40
30
Percent
20
10
100
80
Percent
60
40
20
0 yes no
1000 900 800 700 600 500 400 300 200 100 0
40 30
Percent
Percent
strongly agree agree indifferent disagree
30
20
20
10 10
40
30
30
Percent
20
Percent
20
10
10
strongly disagree
30
40
25
30
20
Percent
15
Percent
strongly agree agree indifferent disagree strongly disagree
20
10
10
5
Affordable Price
40
50
40
30
Percent
20
Percent
30
20
10
10
Affordable Price
Strong Associations
Inspired Living Cooling under high temperature Consumes Less Electricity Durability (saath umer bhar ka)
Conclusion
Corporate dealing Intensive distribution Strategic alliance