After consolidating its position in the market the whole of 2007, Haier Appliances is now reinforcing its product offerings in India with the launch of 16 split AC models, nine window AC models and nine refrigerator models in the market. This year, the company is targeting 7-8 per cent of the market share in refrigerators and 9-10 per cent market share in the AC segment by the year 2009.
The company has earmarked Rs 22 crore for its marketing and communication plans for the next two months and would be rolling out its nationwide campaign that includes TVC, print, radio and below-the-line activities. The TVC and print campaign would be launched simultaneously in the second week of March.
The TVC would highlight the new DC inverter AC model and bottom-mounted refrigerator (BMR). The TVC has been conceptualised by Vineet Bagga of Onion Films. The home appliances company would also use the radio medium in certain markets, besides aggressively undertaking some doing BTL activities to promote the products.
Pranay Dhabhai, Whole Time Director and COO, Haier Appliances (India), said, “Haier has always aimed at showing its commitment to inspire customers with the latest products. We are now set to enhance our range of cooling products, comprising air conditioners and refrigerators with one-of-a-kind features. The introduction of the frost free BMR refrigerator is a clear demonstration of our commitment towards providing products keeping user convenience in mind. These initiatives are aimed at further reinforcing Haier’s corporate philosophy of ‘Inspired Living’ and positioning Haier as a market-driven, consumer focused company manufacturing India-centric products.”
R T Rajan, Director-Sales and Marketing, Haier Appliances (India), said, “2007 was a year of consolidation for Haier. We are backed by our global experience and a strong technological bandwidth. Having established the distribution network and understood the requirements of the Indian market over the past three years, it is now time for us to get ready to get more aggressive in the Indian market. So far, we had been spending around 10 per cent of our revenues on promotions and brand building initiatives. We will be spending a lot more beginning this quarter.”
The price range for ACs is between Rs 11,990 and Rs 15,990, while the prices for refrigerators start from Rs 7,500 and go up to Rs 135,000. The entire new range would be available in retail outlets selling Haier products as well as in the company’s exclusive Planet Haier showrooms across the country.