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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 Ceiling Fan

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Page 1: 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

Page 2: Haier Ceiling Fan

HAIER Industries is in

• Manufacturing Fans Appliances

• Marketing• Franchisee• Distribution

BRIEF INTRODUCTION:

www.HAIER.com

Page 3: Haier Ceiling Fan

We aim to bring greater happiness to our customers by improving their quality of life, while enhancing stakeholder value.

MISSION AND VISION:

Page 4: Haier Ceiling Fan

• Ceiling fans,• Portable fans,• Exhaust fans,• Cooler kit,• Industrial fans,• Air curtains &• Water heaters.• Air conditioners• Refrigeratiors

PRODUCT MIX OF THE COMPANY:

Page 5: Haier Ceiling Fan

ELECTRICAL APPLIANCES:

SEGMENT:

Page 6: Haier Ceiling Fan

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:

Page 7: Haier Ceiling Fan

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:

Page 8: Haier Ceiling Fan

Anchor

Havells

Usha

Crompton greaves

Orient

COMPETITORS OF PRODUCT :

Page 9: Haier Ceiling Fan

PORTER MODEL:

Page 10: Haier Ceiling Fan

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:

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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 :

Page 14: Haier Ceiling Fan

Company SWOT Analysis

• Opportunities • Expansion• Technology advancement

Haier Commercial

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Company SWOT Analysis

• Threats • Competition• Global Expansion

Page 16: Haier Ceiling Fan

StrengthBrandManagement

WeaknessUnrelated diversification

OpportunityExpansionTechnology advancement

ThreatscompetitionChinese products

SWOT ANALYSIS

Page 17: Haier Ceiling Fan

Competitor Analysis

• Electrolux• General Electric• Whirlpool

Page 18: Haier Ceiling Fan

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.

Page 19: Haier Ceiling Fan

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

Page 20: Haier Ceiling Fan

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 .

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• 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:

Page 22: Haier Ceiling Fan

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

Page 23: Haier Ceiling Fan

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

Page 24: Haier Ceiling Fan

Product Life Cycles and the Boston Matrix

• The Stages of the Product Life Cycle:• Development• Introduction/Launch• Growth• Maturity• Saturation• Decline• Withdrawal

Page 25: Haier Ceiling Fan

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?

Page 26: Haier Ceiling Fan

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

Page 27: Haier Ceiling Fan

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

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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?

Page 29: Haier Ceiling Fan

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?

Page 30: Haier Ceiling Fan

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

Page 31: Haier Ceiling Fan

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?

Page 32: Haier Ceiling Fan

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

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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

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The Boston Matrix

• Cash Cows:• High market share• Low growth markets

– maturity stage of PLC

• Low cost support• High cash revenue –

positive cash flows

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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?

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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?

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The Boston Matrix

Problem Children Stars

Dogs Cash Cows

Market Growth

Market Share

High

Low High

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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?

Page 39: Haier Ceiling Fan

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?

Page 40: Haier Ceiling Fan

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

Page 41: Haier Ceiling Fan

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?

Page 42: Haier Ceiling Fan

THANKS

HAIER INDUSTRIES….......…………..……Geared for growth