Haier Ceiling Fan
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Transcript of Haier Ceiling Fan
Marketing strategies on haier ceiling fan
PRESENTED BY; GROUP 5
IRA JOSHI
RAHUL SINGH
HIMANSHU
PANKAJ JAGGI
RIVA ARORA
ROHIT GAUR
SANDEEP SANGWAN
SONIA ARYA
HAIER Industries is in
• Manufacturing Fans Appliances
• Marketing• Franchisee• Distribution
BRIEF INTRODUCTION:
www.HAIER.com
We aim to bring greater happiness to our customers by improving their quality of life, while enhancing stakeholder value.
MISSION AND VISION:
• Ceiling fans,• Portable fans,• Exhaust fans,• Cooler kit,• Industrial fans,• Air curtains &• Water heaters.• Air conditioners• Refrigeratiors
PRODUCT MIX OF THE COMPANY:
ELECTRICAL APPLIANCES:
SEGMENT:
In this segment the growth rate is higher for the companies which are emerging in this market ,And due to the growing needs of residential as well as commercial properties which directly and indirectly increase the prospective customer and demand for our entire product range.
WHY WE CHOOSE THIS SEGMENT:
SOCIETAL MARKETING: Providing economical products for the society people Provide products that consume less electricity
CUSTOMER MARKETING: Business method process control techniques for finding, making,
keeping and developing profitable customers by providing high qualtiy economical product.
INTERNET MARKETING: Will help customer to research & purchase product online.
NETWORK MARKETING: Haier will provide a commission based upon the volume of product sold.
PHILOSOPHY:
Anchor
Havells
Usha
Crompton greaves
Orient
COMPETITORS OF PRODUCT :
PORTER MODEL:
Low pricing- Giving higher margin to our dealers for there motivation
AdvertisementOrganizing dealer meet and felicitating them for good
performanceDistributors-two distributors in a regionBetter credit policiesImproving the quality of productLow electricity consuming goodsLong term sustainability and low maintenance cost
STRATEGIES TO OVERCOME COMPETITORS:
ADVERTISING:
Print ads, radio, television, billboard, motion pictures, Web pages, banner ads, and emails.
SELLING:
Sales presentations, sales meetings.
SALES AND MARKETING:
Coupons, sweepstakes, contests, product samples, rebates, tie-ins, self-liquidating premiums, trade shows, trade-ins, and exhibitions.
PUBLIC RELATIONS:
Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions, speeches, issue advertising, and seminars.
PROMOTIONAL MIX :
Company SWOT Analysis
• Strengths• Leading manufacture of appliances• Global availability• Setting the Standard
Company SWOT Analysis
• Weaknesses • Marketing
Company SWOT Analysis
• Opportunities • Expansion• Technology advancement
Haier Commercial
Company SWOT Analysis
• Threats • Competition• Global Expansion
StrengthBrandManagement
WeaknessUnrelated diversification
OpportunityExpansionTechnology advancement
ThreatscompetitionChinese products
SWOT ANALYSIS
Competitor Analysis
• Electrolux• General Electric• Whirlpool
Pest analysis
• Political Factors –Seems no effect• Socioculture Factor- easy availability, &
easy handling.• Economic Factor- Cost Cutting due to
recession.• Technical Factor-high quality machinery.
• Legal Factor- only ISI mark.
Segmentation targeting and positioning
• Basis of segmentation
Demographic – Occupation, lifestyle(for individuals),industry, company size
Operating variables – heavy users
Purchasing criteria- quality and price
• Targeting
Market specialization
S T P
`
• Positioning Positioned the products as “ECO FRIENDLY”
The concept creating product image is for middle or upper class
The brand name Haier in itself is supporting the
Positioning .
• PRODUCT features may be enhanced to differentiate the product from that of competitors.
• PRICING may be lower because of the new competition.
• DISTRIBUTION becomes more intensive and incentives may be offered to encourage preference over competing products.
• PROMOTION emphasizes product differentiation.
PRODUCT LIFE CYCLE:
Product Life Cycles and the Boston Matrix
• Product Life Cycle – shows the stages that products go through from development to withdrawal from the market
• Product Portfolio – the range of products a company has in development or available for consumers at any one time
• Managing product portfolio is important for cash flow
Product Life Cycles and the Boston Matrix
• Product Life Cycle (PLC):• Each product may have a different life cycle• PLC determines revenue earned• Contributes to strategic marketing planning• May help the firm to identify when
a product needs support, redesign, reinvigorating, withdrawal, etc.
• May help in new product development planning• May help in forecasting and managing cash flow
Product Life Cycles and the Boston Matrix
• The Stages of the Product Life Cycle:• Development• Introduction/Launch• Growth• Maturity• Saturation• Decline• Withdrawal
Product Life Cycles and the Boston Matrix
• The Development Stage:• Initial Ideas – possibly large number• May come from any of the following –
• Market research – identifies gaps in the market• Monitoring competitors• Planned research and development (R&D)• Luck or intuition – stumble across ideas?• Creative thinking – inventions, hunches?• Futures thinking – what will people be
using/wanting/needing 5,10,20 years hence?
Product Life Cycles and the Boston Matrix
• Product Development: Stages• New ideas/possible inventions• Market analysis – is it wanted? Can it be produced
at a profit? Who is it likely to be aimed at?
• Product Development and refinement• Test Marketing – possibly local/regional• Analysis of test marketing results and amendment
of product/production process• Preparations for launch – publicity, marketing
campaign
Product Life Cycles and the Boston Matrix
• Introduction/Launch:• Advertising and promotion campaigns• Target campaign at specific audience? • Monitor initial sales• Maximise publicity• High cost/low sales• Length of time – type of product
Product Life Cycles and the Boston Matrix
• Growth:• Increased consumer awareness• Sales rise• Revenues increase• Costs - fixed costs/variable costs, profits may be
made• Monitor market – competitors reaction?
Product Life Cycles and the Boston Matrix
• Maturity:• Sales reach peak• Cost of supporting the product declines• Ratio of revenue to cost high• Sales growth likely to be low• Market share may be high• Competition likely to be greater• Price elasticity of demand?• Monitor market – changes/amendments/new
strategies?
Product Life Cycles and the Boston Matrix
• Saturation:• New entrants likely to mean market is ‘flooded’• Necessity to develop new strategies becomes more pressing:
• Searching out new markets:• Linking to changing fashions• Seeking new or exploiting market segments• Linking to joint ventures – media/music, etc.
• Developing new uses• Focus on adapting the product• Re-packaging or format• Improving the standard or quality• Developing the product range
Product Life Cycles and the Boston Matrix
• Decline and Withdrawal:• Product outlives/outgrows its usefulness/value• Fashions change• Technology changes• Sales decline• Cost of supporting starts to rise too far• Decision to withdraw may be dependent on
availability of new products and whether fashions/trends will come around again?
The Boston Matrix
• The Boston Matrix:• A means of analysing the product
portfolio and informing decision making about possible marketing strategies
• Developed by the Boston Consulting Group – a business strategy and marketing consultancy in 1968
• Links growth rate, market share and cash flow
The Boston Matrix
• Classifies Products into four simple categories:
• Stars – products in markets experiencing high growth rates with a high or increasing share of the market
- Potential for high revenue growth
The Boston Matrix
• Cash Cows:• High market share• Low growth markets
– maturity stage of PLC
• Low cost support• High cash revenue –
positive cash flows
The Boston Matrix
• Dogs:• Products in a low growth
market • Have low or declining
market share (decline stage of PLC)
• Associated with negative cash flow
• May require large sums of money to support
Is your product starting to embarrass your company?
The Boston Matrix
• Problem Child:- Products having a low
market share in a high growth market
- Need money spent to develop them
- May produce negative cash flow
- Potential for the future? Problem children – worth spending good money on?
The Boston Matrix
Problem Children Stars
Dogs Cash Cows
Market Growth
Market Share
High
Low High
The Boston Matrix
• Implications:• Dogs:
• Are they worth persevering with?• How much are they costing?• Could they be revived in some way?• How much would it cost to continue
to support such products?• How much would it cost to remove
from the market?
The Boston Matrix
• Implications:• Problem Children:
• What are the chances of these products securing a hold in the market?
• How much will it cost to promote them to a stronger position?
• Is it worth it?
The Boston Matrix
• Implications:• Stars:
• Huge potential• May have been expensive to develop• Worth spending money to promote• Consider the extent of their product life
cycle in decision making
The Boston Matrix
• Implications:• Cash Cows:
• Cheap to promote• Generate large amounts of cash –
use for further R&D?• Costs of developing and promoting
have largely gone• Need to monitor their performance –
the long term?• At the maturity stage of the PLC?
THANKS
HAIER INDUSTRIES….......…………..……Geared for growth