10 step marketing plan for haier

1
10 STEP
Marketing Plan for
Haier
Guo, Li
June 2013
http://lisalisaguo.blogspot.com/

This 10 Step Marketing Plan is part of the mandatory
requirements of Prof. Remigio Joseph De Ungria’s
AGSB marketing management class.
The data included in this report are based on publicly
available data such as those on internet websites,
news, package declarations, public reports.
When appropriate, data are “masked” so as not to
create unexpected conflicts.
The reports are posted and linked on slideshare, blogs
and facebook so that there is easier sharing among
students from different marketing classes.
Disclaimer

1. Identify your target (PTM)
2. What do they need, want, demand
(NWD)
3. What are they choices (competitors)
4. Where is the opportunity (gap)
5. How big is the market (3Cs)
Steps 1 to 5
Summary headline of your
PTM and market

6. Product
7. Price
8. Promo
9. Place
10. Generic Winning Strategy of Mix
Steps 6 to 10
Summary headline of the
marketing mix & strategy

1. Haier (PTM) goes for young
family
 25 - 50 Years old, Female and Male,
Social class A and B, Single and
Married.
 Working
 slow down the bacteria process so you
can keep your food for a longer period
of time.

PTM needs to have identity...
6
Reference: Maslow’s Hierarchy of Needs Marketing Management, 11th
ed, Philip Kotler
I feel convenience and can eat fresh food .
I am belonging to the social group and
Adapting modern world.

2. PTM’s needs, wants &
demands
Needs: need identity, social belonging, to gain self-
esteem and to be admired.
Wants: Choose Hair over other brands because of
after service, low noise, Durability, Save electricity
Demands: fresh food

3a. Competitors...
 Direct: Samsung, Toshiba, ELX,
Siements, Aucma,
 Indirect: Ice, Winter,
 Variables:
Price,Design, Availability, Variants available

Example of a 2x2 competitive
position map for Haier
Price/ Age
Matrix
18-24 yrs 25-39yrs 40 yrs up
P0-P13,000
P13,000 –
P26,000
P26,000 UP
ELXHaier
Siements
Price vs. Age Matrix
Haier
Haier ELX
ELX
Siements
Siements

Example of a benefit positioning
vs. brand map for toothpaste
Benefit Positioning vs. Brand Matrix
Benefit Positioning Haier Samsun
g
Toshib
a
ELX, Siement
s
Ronshen
Retain Freshness
Automatically adjust
optimal temperature
Eradicate Odor
Temperature Fresh
Keeping
Easy to Clean
Refrigerated transformation

4. Identify the gap between
customers and competition
Where is the marketing opportunity?
1. Benefit from China – Asean Free Trade Area.
2. Globalization
Weakness
1. The setting price is higher than Customers “wiil invest line”
2. Lack competency of Audio and Video and IT product.
3. Sales and promotion budget dispersing.
4. Lack of core technology
5. Limited by location network and brand influence
6. Low corporation operation competition.

5a. Haier Market share
1. Haier sold 12 million refrigerators worldwide.
2. Its market share reached 6.3% globally.
http://en.wikipedia.org/wiki/Haier
3. Haier’s small refrigerators have a market share of 25% in the
United States;
http://books.google.com.ph/books?id=hHvAi53-
F8cC&pg=PA63&lpg=PA63&dq=haier+refrigerator+market+share&source=bl&ots=aUwNn8Wnpc&sig=5PVwyZxUu04ofW
Pcc7S6HTucGlc&hl=en&sa=X&ei=TxuzUc27C-npiAftkYCYDA&ved=0CIQBEOgBMAk#v=onepage&q&f=false
4. Haier Group controlling 37% of the Chinese refrigerator
market
http://www.companiesandmarkets.com/News/Consumer-Goods/Haier-Group-controlling-37-of-the-Chinese-
refrigerator-market/NI6736

Haier Ranks #1 in Global Major
Appliances Brands Market Share
http://www.haierksa.com/global.php

6a. Photo of product category

6a. Show how product looks
vs. competition

6b. Product Description
 BRIGHT LED TOWER
 Haier Refrigerators now come equipped with Ultra Bright LED light giving fresh and clear
visibility of food items and also saving energy upto 20 times and lasting for 20000 hrs.
 COOLING TOWER AIR FlOW SYSTEM
 Cooling airflows out through multiple outlets on every shelf level to maintain optimal
temperatures to keep food fresh longer
 FRENQUENCY CONVERSION TECHNOLOGY
 with inverter compressor ,the refrigerator works on lower noise, lower energy
consumption and longer freshness keeping.
 Spill-proof Shelves
 The intelligently designed tempered glass shelves create a real barrier to prevent any
liquid spilled from flowing onto shelves and food below. Cleaning up spills is a breeze.
 No Frost
 The No Frost technology ensures that the freezer section remains frost free and provides
better cool air distribution throughout the refrigerator. Maintenance has never been
easier!

7. Price
TYPES MODELS PRICES
French Door HFD647WISS $1694
French Door HTD647ASS $1877
Side by Side BCD-649WE $820
Side by Side BCD-628WACW $1467
Top Mount BCD-206TASJ $345
Top Mount BCD-308W $750
Vertical BC-96A $165
Vertical BC-130A $155

8a. Which of these modes
does your product use?
** Pls. rank most used, 1-highest use

8a. Your products
Promotions
1. Brand Marking
2. Share Marking
3. Core Value
4. Relation Theme
5. Brand Voice

8a. Samples of Promo

8b. Competitor promo
1. Samsung Creating Experience
2. Identify with a particular target market or
lifestyle.
3. Increase awareness of company or product
name.
4. Enhance corporate image
5. Entertain key clients or reward key
employees.

8b. Competitor promo

9. Place
 Asia Pacific
 America
 Middle East and Africa
 Philippines: Eastwood Mall,
Greenbelt, SM
 Delivery: order online or through the
phone, delivery to home.

10. What is the generic
winning strategy?
Which of the 4 strategies are being used?
1. Porter’s Five Forces
2. Diversification Strategy
3. Concentration Strategy
4. Market development Strategy
5. Internationalization Strategy
6. Cost Leader strategy
7. Differentiation strategy
8. Forward integration strategy

25
SUMMARY

10 step marketing plan for haier

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