Haier's Marketing Strategies in India
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Please note:
This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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Case Details:
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Price: |
| Case Code |
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MKTG112 |
For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Shipping & Handling Charges extraThemes
International Marketing |
| Case Length |
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22 Pages |
| Period |
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2002 - 2005 |
| Pub Date |
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2005 |
| Teaching Note |
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Not Available |
| Organization |
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Haier India |
| Industry |
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Consumer Durables |
| Countries |
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India |
Abstract:
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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.
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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.
Issues:
• Entry and expansion strategies of Haier in India.
• Marketing mix of Haier India.
• Challenges faced by Haier in the Indian consumer durables market.
Contents:
Keywords:
Haier India, Marketing strategy, Marketing mix, Premium Pricing, Indian consumer durables market, Customization, Localization, Promotion, Distribution
Haier's Marketing Strategies in India
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