Haier Marketing Strategy by Real Simple

HAIER MARKETING STRATEGYBY REAL SIMPLE

WHO ARE WE?Gregory Chi

Wanling ZhaoRuobing ChenYash Mehta

WHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS

COMPETITIVE ANALYSIS

TARGET AUDIENCE

INTEGRATED MARKETING CAMPAIGN

TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4

ADDITIONAL CAMPAIGNS

BUDGET & METRICS

RETURN ON INVESTMENT

CONCLUSION

QUESTIONS

HAIERWHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

HAIER Is A Chinese Multinational Consumer Electronics And Home Appliances Company

Famous For Providing White Goods To Its Consumers And Building An Eventful Experience

Designs, Designs, Develops, Manufactures And Sells Products Including Air Conditioners, Heaters, Kitchen Appliances, Washing Machines, Refrigerators And Televisions

OVERVIEWWHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

OBJECTIVESWHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

• Increase Brand Awareness & Customer Engagement For Each Target Audience • Deepen Penetration In The Market To Increase Market Share

• Increase Reach And Awareness Of Haier Products• Increase Haier’s Target Audience

• Integrate Multiple Media Channels In Order To Reach Larger Target Audiences• Build A Community Amongst The Target Audience

SWOT ANALYSISWHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

STRENGTHS

STRONG CUSTOMER BASESTRONG DISTRIBUTION NETWORKTARGET HAS HIGHEST HHI AMONG

WOMEN’S MAGAZINESSTRATEGIC PARTNERSHIP WITH RETAILERS

REACH AND EXPOSURE

WEAKNESSES

LIMITED TARGET AUDIENCEOUT-OF-DATE CONTENT

TOO MANY ADSLACK OF COUPONS

OPPORTUNITIES

MORE ACCESSIBLEINCREASE SOCIAL TRENDINCREASE SHARIBILITY

THREATS

CUT THROAT COMPETITIONCHANGE OF PUBLIC’S READING STYLE

SWOT ANALYSISWHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

STRENGTHS

LARGEST MARKET SHARE IN WHITE GOODSLARGE CUSTOMER BASE

NEW CULTURE OF INNOVATIONEXPERTISE IN HOME APPLIANCESGROWING INTERNATIONAL REACH STRONG BRAND NAME & IMAGE

WEAKNESSES

PRODUCT FAILURESPOOR CUSTOMER SERVICE

LIMITED DISTRIBUTION CHANNELSCANNOT PURCHASE ON WEBSITE

POOR CONSUMER AFFAIRS

OPPORTUNITIES

INCREASE REACH WITH REAL SIMPLETAP INTO DIFFERENT TARGET MARKETSBRANDED CONTENT WITH REAL SIMPLEINTRODUCE COUPONS AND DISCOUNTSMAKE PRODUCTS MORE ACCESSIBLE

THREATS

HIGH COMPETITION IN THE MARKETPRICE WAR WITH COMPETITION

LOW BRAND RECOGNITION AMONG MARKET

COMPETITIVE ANALYSISWHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

30%

23%12%

9%

8%

9%

9%

MarketShare

Whirlpool

HaierGroup

PrivateLabel

Electrolux

Samsung

LG

Others

TARGET AUDIENCEWHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

REAL SIMPLE

DEMOGRAPHICS:Women aged 30(35)-54

PSYCHOGRAPHICS:INCOME: $75k - $100k

EDUCATION: College Graduate Degree EMPLOYMENT: Professional/Managerial

MARITAL STATUS: Single/Married with kids

HAIER

DEMOGRAPHICS:College Students

Middle/Higher/Lower Income Young PeopleBaby Boomers (40s-60s)

Older People (>60s)

PSYCHOGRAPHICS:INCOME: $75k - $100k

EDUCATION: College Graduate Degree EMPLOYMENT: Professional/Managerial

MARITAL STATUS: Single/Married with kids

TARGET AUDIENCEWHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

COMBINED TARGET AUDIENCE

DEMOGRAPHICS:

WHO: Women & Men in the United States; College Students

Lower/Middle/Higher Income Young PeopleBaby Boomers (40s-60s)

Older People (>60s)

AGE: 18-60

PSYCHOGRAPHICS:Wellbeing-oriented: Highly educated, high income earning, environmentally health conscious, prioritize health when shoppingSocial-Dining Oriented: Prefer to eat out & show little interest toward kitchen appliances. Less sensitive to priceFamily Oriented: Prefer clean and neat kitchen and household appliances and are not reluctant to purchase new and large-sized appliancesInnovation Oriented: Strongest need to make improvements and changes in their lives. They take interest in large-sized kitchen appliances and value family and the environmentConvenience Oriented: They favor convenience in life over family health. Interested in modern and large kitchen appliances

INTEGRATED MARKETING CAMPAIGNWHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

4 Major Campaigns:

Online Cooking CompetitionTelevision Cooking Show

HotSpot and ChillSpot Event ExperienceMobile App – Community Based

TIMELINEWHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

March ’17 - June ’17 - “Star Chef” Online CompetitionMay ‘17 - Aug ’17 – “The Chill Spot”

Aug ‘17 - Oct ’17 - “Star Kitchen” TV ShowNov‘17 - Feb ’18 - “The Hot Spot”

Mobile App: Throughout The Year

Mar ‘17 - June ‘17

May ‘17 - Aug ‘17

Aug ‘17 - Oct ‘17

Nov ‘17 - Feb ‘17

REPEAT

CAMPAIGN 1WHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

‘Star Chef’ Online Competition:Target Audience: Cooking Lovers

Time: March ’17 - June ’17 Focus: Haier’s Kitchen Appliances

Cost: $335,000Metrics: Conversion Rates, Online Interactions, Sales


HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

Summer Campaign: Chill SpotsTarget Audience: Everyone

Time: May ‘17 - Aug ’17 An event with a cool experience

To beat the summer heat, we install a spot & invite the audience to step inside and beat the heatThe focus will be on Haier’s air conditioners and coolersOnce they chill at our #CoolSpot, they will beat the heat With access to free Wi-Fi, they can download the app


HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

Winter Campaign: Hot SpotsTarget Audience: Everyone

Time: Nov‘17 - Feb ’17 Similar to the Summer campaign, we create the same event and experience to beat the winter cold It’s

time for our target to #TurnTheHeatUp Focus on Haier’s heaters


HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

Target Audience: Cooking Lovers/HousewivesTime: Aug ‘17 - Oct ’17, 7 P.M. every Friday on Times Warner

Focus: Haier’s Kitchen AppliancesCost: $6,000,000

Metrics: TRP’s, Sales


HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

Target Audience: Working Professionals with a healthy lifestyle, on-the-go

Time: Throughout the YearFocus: Build an online Community of #HaierHelpers

Cost: $750,000Metrics: App Downloads, Interaction Tracking on App


HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS


HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

ADDITIONAL CAMPAIGNSWHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

Social Media Promotion: Ad Campaigns On Facebook/Instagram/Twitter Promoting Haier’s Products

Website Integration: Blogs/Articles/Listicles/Diy Videos About Why And How To Buy Haier Products

Banner Ads On The Websites

Daily Content On All Social Media Channels

Print Ads In Real Simple Magazine

Ooh Advertising

SOCIAL MEDIAWHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

Social Media Promotion: Ad Campaigns on Facebook/Instagram/Twitter promoting Haier’s Products

Website Integration: Blogs/Articles/Listicles/DIY Videos about why and how to buy Haier products

Banner ads on the websites

Daily content on all Social Media Channels

PRINT ADSWHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

Print Ads in Real Simple Magazine:

Cost:Full Page Ad: $230,200 x 12 = 2,762,400

Cover 4: $310,800 x 6 = 1,864,800Cover 2: $287,800 x 6 = 1,726,800

Total: $6,354,000

OOHWHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

OOH Advertising:

Cost:New York - Times Square: $2.5 Million/year

Subway Ads (Interior + Entrance Ads): $50,000 x 12 = $600,000/year

LA: $271,920 x 4(summer) = $1,087,680

Chicago: $251,430 x 4(winter) = $1,005,720

Boston: $218,988 x 4(Winter) = $875,952

BUDGETWHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

28%

27%

22%

15%

3% 3%2%

BudgetAllocation

PrintAds OOH Events TVShow

MobileApp SocialMedia OnlineCompetition

Budget: $25,000,000/YearSpend: $22,818,352Savings: $2,181,648

Allocation:Print Advertising: $6,354,000

OOH: $6,069,352Events: $5,000,000

TV Show: $3,560,000Mobile App: $750,000

Social Media: $750,000Online Competition: $335,000

MEASUREMENT METRICSWHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

ONLINE COMPETITION:Views - Engagement Rate And CTR

Conversion Rates – LIKES, SHARES & COMMENTSSales - Count Sales

EVENTS:Registrations

App DownloadsPre-orders

Email Subscription

TV SHOW:Trp’sCTR

Sales

MOBILE APP:App Downloads

App Tracking

MEASUREMENT METRICSWHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

SOCIAL MEDIA:Web Analytics

Social InteractionsConversions

Enquiries

PRINT:Sales

OOH:Sales

RETURN ON INVESTMENTWHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

Yearly Spend: $22,818,352Savings: $2,181,648

ROI: 10%Profit: $2,281,835.2

CONCLUSIONWHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS

With The Integrated Marketing Campaigns, Haier Will Be Able To Reach A Larger Target Audience

Sales For Haier Appliances Will Increase Tremendously

Haier Will Penetrate Larger Markets Thereby Increasing Their Market Share

QUESTIONS?WHO ARE WE?

HAIER

OVERVIEW

OBJECTIVES

SWOT ANALYSIS


TARGET AUDIENCE


TIMELINE

CAMPAIGN 1

CAMPAIGN 2

CAMPAIGN 3

CAMPAIGN 4


BUDGET & METRICS


CONCLUSION

QUESTIONS