Abstract

The caselet gives an overview of the leading global consumer appliances major Haier’s marketing communication strategy for its entry in India. The caselet illustrates the importance of a planned marketing communications strategy to overcome the tag of being a ‘Chinese’ company. The caselet also elaborates on the different elements present in Haier’s marketing communications mix.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Importance of trade and consumer promotions. Multinational companies and their marketing communication strategies. Marketing communication mix.

Keywords

The Haier Group, Chinese, Premium brand, Distribution system, Sales promotion campaign, Trade promotions, Exclusive Outlets, ‘Planet Haier’, Product bundling, Sourcing hub, Direct marketing and Euromonitor