We want to keep our campaigns customer-centric, not celebrity-centric: Satish NS, Haier

Senior Vice President, Haier India, shares that their marketing budget for 2019 is Rs 100 crore

e4m by Anjali Thakur
Updated: Aug 28, 2019 8:36 AM



Consumer durables and electronic brand Haier has planned a new 360-degree marketing campaign for its latest offering, PuriCool AC. The campaign raises awareness on indoor pollution. Satish NS, Senior Vice President, Haier India, speaks to exchange4media about the campaign, their marketing budget & spends, association with shows such as Kaun Banega Crorepati, Mega Icons, Masterchef, and more. 

Edited Excerpts

Please tell us about your campaign for PuriCool air conditioners? What has been the rationale behind it?

Increase in temperature and air pollution has become a major concern, and customers now depend on air conditioners and air purifiers.

Our new 360-degree marketing campaign for Puricool ACs aims to raise awareness on indoor pollution among customers, who otherwise perceive pollution to be a concern only when outside. With this, we aim to build a strong connect with the customers and showcase how Haier understands the Indian household needs and addresses the challenges to enable the wellbeing of everyone in a family.

In this era, every brand has a celebrity face to it. What is stopping Haier India in keeping up with the trend?

The customer has been an integral part of all our marketing strategies. We are committed towards coming up with latest technologies and innovative products for our customers that are in line with our core brand philosophy of 'Inspired Living'. With research & development being one of the core areas of expertise at Haier, we design products while taking inspiration from the changing needs of our customers. We believe in keeping our campaigns customer-centric and all are campaigns resonate best with changing lifestyles of our customers.

Summer is the prime season for air conditioner and refrigerator brands, what kind of sales did Haier India had this season? Was it higher than the year before?

The summer season is an important time for us since it directly impacts the sales of our compressor products such as ACs and refrigerators. At Haier, air conditioners and refrigerators have been the key focus categories and we have been recording phenomenal y-o-y growth in the last few years.

In the year ahead, we expect to continue with the same momentum with our customer-inspired innovations and locally relevant products across portfolio. Our existing industrial park in Ranjangaon, Pune, and our recently commenced infrastructural work at our second industrial park in India at Greater Noida will give an impetus to our local production of key categories such as refrigerators, washing machines and air conditioners. 

Can you shed some light on Haier’s marketing strategy along with spends and budgets?

We follow a strong marketing strategy to promote our products across categories. With an aim to meet the choices and needs of our target audience, we have launched several brand and marketing campaigns over the last few years. We aim to ensure that all our marketing initiatives and campaigns are extensively focused at engaging with customers across platforms like TV, Print and Digital. In the first half of the year, we launched an integrated marketing campaign for our PuriCool range of air conditioners, which included a new TV commercial featuring the product.

Last year, we introduced some exciting consumer offers on all our products, including free installations and exciting extended warranties on certain categories. We collaborated with Unimoni Asia Cup 2018 as Official Global Partner & Associate Gold Sponsor, and also with India-West Indies home series.

Strategic brand sponsorships such as Kaun Banega Crorepati on Sony, Mega Icons on National Geographic, Masterchef on Star World, Mr. Punjab on PTC, and association with a host of other regional programmes has enabled the brand to forge a closer connect with the customers in all regions. All these initiatives are being driven to engage the audience and give them an ultimate product experience. Our marketing budget for the year 2019 is Rs 100 crore. Haier India aims to be a billion dollar company by 2020 and be among the top three brands in the consumer durables segment by then.

In the past, you have been associated with Unimoni Asia Cup 2018 as Official Global & Associate Gold sponsor. Whatyou’re your future plans? Any more such associations in the pipeline? 

At Haier, we believe in innovation, teamwork and dedication. These are values that resonate well with cricket and its sportsmanship spirit, and hence, we focus a lot on that platform as well. Last year, Haier associated with key cricket tournaments such as India vs. South Africa series in February, Nidahas Trophy in March, Indian Premier League in May, India vs. Ireland series in June, India vs. England series in Aug-Sept and Unimoni Asia Cup in Sept.

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