Haier is a public company of Chinese origins. It is associated with the consumer electronics and home appliances industry and has its headquarters base at Qingdao in China. Brand Haier was founded in the year 1984 and by the year 2014 had the largest share in the market in terms of white goods. Some of its main competitors are as follows –
- General Electric
- Samsung Electronics
- Type: Multinational consumer electronics and home appliances
- Industry: Consumer electronics, home appliances
- Founded: 1984
- Founder: Zhang Ruimin
- Headquarters: Qingdao, Shandong, China
- Area served: Over 160 countries and regions
- Key people: Zhang Ruimin (Chairman) and Yu Chunjiang (CEO)
- Number of employees: 130,000
Product in the Marketing Mix Of Haier :
Haier is a multinational organization that deals in selling, manufacturing, developing and designing several types of electronic goods. The brand started its operations as a manufacturing unit of refrigerators and with time has expanded its product range in ninety-six categories and includes nearly 15,100 models.
It is a world-class company that offers products in fields of large-scale and digital integrated circuits, logistics, bio-pharmaceuticals, network appliances and home integration. Following are some of the products in its kitty-
Consumer Products include
- Microwave Ovens
- Water Heaters
- Air Conditioner
- Washing Machine
- Mobile Phones
Commercial products include
- Commercial Freezers
- Commercial Air Conditioner
Place in the Marketing Mix Of Haier :
Haier has a strong international presence and it includes countries like Malaysia, Philippines, Indonesia, Japan, India, Australia, Pakistan, United Kingdom, France, Norway, Chile, New Zealand and the United States. Its first overseas production facility was established in Indonesia in the year 1996 and in the year 1997 at Malaysia and Philippines. Later production plants were also located in Italy, the United States, Asian countries and in some African countries like Egypt, Algeria, Tunisia and South Africa.
Haier has a strong distribution network that comprises of an efficient and capable workforce of nearly 70,000 employees, 5 centres of R & D, 8 designing centres, 24 industrial-parks, 1, 43,330 sales stores, 30 factories for overseas production and 66 trading companies. Its extensive sales network is dependent on that particular region, In China, it has a strategic alliance with chain stores, in Europe it works alongside with KESA, in Japan with top retailers and in America with cooperation from retailers like Best Buy, Home Depot and Wal-Mart. Haier products are easily available in supermarkets, malls and hypermarkets.
Price in the Marketing Mix Of Haier :
Haier has projected its estimated revenues at 32.8 billion and its net income at 2.45 billion US Dollars by the end of the year 2014. As it was a relatively new company it wanted to face its competitors successfully and moreover wanted to penetrate in deeper markets and create a strong customer base of its own. Haier adopted a strategy of competitor-orientated and penetrating pricing and hence set its product prices at marginally lower rate than its rival companies.
Low-price or economic-pricing helped the company in attracting a huge and successful customer base and increased its share in the consumer market. The actual production cost of Haier products is less than other brands because of cheap labour and hence they can easily afford economic pricing system and still generate good revenues.
Promotions in the Marketing Mix Of Haier :
Haier has adopted a global strategy of branding and marketing that has helped it immensely in creating a positive brand influence in the consumer market. It has been an enthusiastic partner in social works. It is a part of Project Hope and has taken the initiative to provide education to underprivileged and deprived children. Nearly one hundred and eighty-six schools have benefitted from this project.
Brand Haier has been quite vocal in expressing its concern over the ecological status of our world. It has promoted the concept of green ideas and has been a part of a community that actively supports planting trees. Haier has taken part in charity programs and sports events also. It promotes its products via several advertising campaigns.
Commercials are shown through electronic media on radio and different channels of television, through print media on billboards, household magazines and newspapers. It has started advertising through social media and taken help of several platforms like Twitter, Facebook and YouTube. It also has a personalised website to provide necessary information to its interested customers.
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