Haier India, a hundred per cent subsidiary of Haier Group -China, has entered the mobile phone segment with seven models of GSM phones. The range include entry-level cost effective phones and high-end models that are priced between Rs 3,654 and Rs 14,940. "We are targeting a volume of half a million handsets in the first year," said President and CEO T K Banerjee said.
On the strategy, he said, "We are launching it in two phases this month. Today onwards the phones would be available in North India and by the second week the phones will reach East, West and South India." The phones will be distributed through its national distributor, Trust Telecom, he said, adding, "We are setting up nationwide after sales service network and are looking at expanding it even further." The seven models that have been launched are V100, V200, Z100, Z300, Z1100, Z3000 and P7.
Asked if the company is also planning to introduce the CDMA models, he said, "Haier has a product range of GSM and CDMA, as of now we are entering categories that sell the most." Interestingly, the phones are priced slightly higher than the prices offered by competitors in the market. On this, Banerjee said, "We are offering premium quality and the prices are in line with the quality being offered."
The advertisements are also in place. Asked on the promotional strategy, Pranay Dhabai, Director, Haier India, said, "We have a few commercials lined up for the GSM which will be on air from mid-February. As the products will be rolled out across the country, the commercials will also be visible." G3, an offshoot of Grey Worldwide, has made the commercials for Haier India's GSM range of phones.