Climbing high

BY:- ASHISH HARIYANEE

 Introduction:
Haier was a late entrant in the India. Its
competitors LG, Samsung, and Sony were here much
earlier. Nevertheless, Haier has slowly been making
its felt in the consumer durable space. It entered
India in 2004 with just refrigerators, but it has
gradually been expanding its portfolio of products
over time. Just recently, in addition to refrigerators,
air- conditioners, washing machines and televisions,
which it has been selling in the country. It has also
introduced its range of small kitchen appliances like
blenders, toasters, electric kettles etc. Two months
down the line, the company is planning to launch a
range of microwaves and ovens too.
 Results of year 2010
• In the year 2009 Haier’s turnover of Rs.350 cr.
• But in 2010, Haier has achieved that target
within only first 5 months.
• So we can say that the company has almost
doubled its growth rate this year.
 Reasons for good result:
• This year Haier has doubled its dealer network
to over 4,500 agents.
• While also introducing the concept of the
Haier Experience Centre.
• These exclusive stores display the entire range
of Haier products, so that consumer can come
in to touch and feel the products.
 Reasons for good result:
• Currently, 18 Experience Centres are
operational, which is expected to grow to 32
by the end of June.
• Company is targeting 100 Experience Centres
by the end of this year.
• The brand has done so well during this year
because indian consumers have started
appreciating the high quality products that
Haier has been bringing in.
 Focus on consumers
• The company has been focussing on its
customer care initiative termed INSTA CARE.
• They have expanded the no. of customer care
centres to 55 within the country in order to
increase the response time to customer
queries.
• The company will continue to build and
strengthen this area further over time.
 Star attraction
• Targeted at the high end of the spectrum,
Haier recently signed on John Abraham as the
brand ambassador to appeal to consumers.
 Business in India
• Globally, Haier is the numero uno refrigerator and
washing machine brand. In india too, it occupies
the number three position in the refrigerator
market, with a wide range of product.
• Last year, the company sold over 5,00,000
refrigerator- a jump of 80% over the previous year.
• This year, they are commissioning a second line to
manufacture refrigerators at their Pune plant,
which will boost the plant’s capacity to 1 mn units.
 Business in India
• Haier is planning to be amongst the top five
brands in India and targeting a growth of
100% this year in terms of turnover.
 Conclusion
• Haier is now very aggressive in the Indian
Market.
• Haier is about to launch more and more
products and also trying to focus on current
consumers and target market.
Thank you