Abstract

The case presents an overview of Haier’s entry and expansion strategies into the Indian consumer durables market. Haier entered India by establishing its own subsidiary in late 2003. Contrary to its competitors, the company adopted the strategy of pricing the products at a premium and providing additional features. Haier consistently worked towards building its brand and developing distribution network in India. Product innovation had been the core focus of Haier and the company flooded the Indian market with several new products like bottom mounted refrigerators and detergent free washing machines. Haier also launched mobile phones and unveiled plans to bring out laptops. The case examines the marketing strategies of Haier in India and examines its expansion plans to achieve its goal of capturing 20% of the consumer durable market in India by 2010.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Entry and expansion strategies of Haier in India
• Marketing mix of Haier India
• Challenges faced by Haier in the Indian consumer durables market.

Keywords

Haier India, Marketing strategy, Marketing mix, Premium Pricing, Indian consumer durables market, Customization, Localization, Promotion, Distribution