Betting big on new launches, Chinese consumer durables manufacturer, Haier Appliances, expects to cross a turnover of Rs 400 crore in India this year. Haier claims to have clocked in revenues of Rs 325 crore in 2008. The company has now entered a new business category with the launch of its Spa Water Heater, and has roped in Zenith to handle the account.
Speaking on the occasion, Pranay Dhabhai, Whole Time Director & CEO, Haier Appliances India, said, “At Haier, our primary focus is to bring consumer relevant innovation to Indian households with contemporary design. For the Indian market, our strategy is localised on R&D, manufacturing and marketing. As we are young brand in but big accepted day by day Indian consumers.”
Marketing plans for India
On the growth targets, Dhabhai said, “The market size of the water heater products is around Rs 3,000 crore and we are accepting to capture 3-5 per cent of the total market share of water heaters. This is our sales target for this year.”
Anurag Srivastava, AGM (Sales & Marketing) Water Heater, Haier Appliances India, added here, “We plan to market the Spa Water heaters through various channels of sales and distribution. We have sales teams in 11 branches across India. We have also appointed special services franchises to distribute the product.”
He further said, “Zenith is handling our account for the entire India operations. We are going for all branding activities through ATL and BTL activities. For ATL, we have press ads in premium magazines. For BTL, we are doing in-shop promotions, trade shows, display ads, brochures, and leaflets. We are also going to tie up with major chain stores at the national and regional levels.”