haier marketing strategy by real simple
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HAIER MARKETING STRATEGYBY REAL SIMPLE
WHO ARE WE?Gregory Chi
Wanling ZhaoRuobing ChenYash Mehta
WHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
HAIERWHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
HAIER Is A Chinese Multinational Consumer Electronics And Home Appliances Company
Famous For Providing White Goods To Its Consumers And Building An Eventful Experience
Designs, Designs, Develops, Manufactures And Sells Products Including Air Conditioners, Heaters, Kitchen Appliances, Washing Machines, Refrigerators And Televisions
OVERVIEWWHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
OBJECTIVESWHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
• Increase Brand Awareness & Customer Engagement For Each Target Audience • Deepen Penetration In The Market To Increase Market Share
• Increase Reach And Awareness Of Haier Products• Increase Haier’s Target Audience
• Integrate Multiple Media Channels In Order To Reach Larger Target Audiences• Build A Community Amongst The Target Audience
SWOT ANALYSISWHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
STRENGTHS
STRONG CUSTOMER BASESTRONG DISTRIBUTION NETWORKTARGET HAS HIGHEST HHI AMONG
WOMEN’S MAGAZINESSTRATEGIC PARTNERSHIP WITH RETAILERS
REACH AND EXPOSURE
WEAKNESSES
LIMITED TARGET AUDIENCEOUT-OF-DATE CONTENT
TOO MANY ADSLACK OF COUPONS
OPPORTUNITIES
MORE ACCESSIBLEINCREASE SOCIAL TRENDINCREASE SHARIBILITY
THREATS
CUT THROAT COMPETITIONCHANGE OF PUBLIC’S READING STYLE
SWOT ANALYSISWHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
STRENGTHS
LARGEST MARKET SHARE IN WHITE GOODSLARGE CUSTOMER BASE
NEW CULTURE OF INNOVATIONEXPERTISE IN HOME APPLIANCESGROWING INTERNATIONAL REACH STRONG BRAND NAME & IMAGE
WEAKNESSES
PRODUCT FAILURESPOOR CUSTOMER SERVICE
LIMITED DISTRIBUTION CHANNELSCANNOT PURCHASE ON WEBSITE
POOR CONSUMER AFFAIRS
OPPORTUNITIES
INCREASE REACH WITH REAL SIMPLETAP INTO DIFFERENT TARGET MARKETSBRANDED CONTENT WITH REAL SIMPLEINTRODUCE COUPONS AND DISCOUNTSMAKE PRODUCTS MORE ACCESSIBLE
THREATS
HIGH COMPETITION IN THE MARKETPRICE WAR WITH COMPETITION
LOW BRAND RECOGNITION AMONG MARKET
COMPETITIVE ANALYSISWHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
30%
23%12%
9%
8%
9%
9%
MarketShare
Whirlpool
HaierGroup
PrivateLabel
Electrolux
Samsung
LG
Others
TARGET AUDIENCEWHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
REAL SIMPLE
DEMOGRAPHICS:Women aged 30(35)-54
PSYCHOGRAPHICS:INCOME: $75k - $100k
EDUCATION: College Graduate Degree EMPLOYMENT: Professional/Managerial
MARITAL STATUS: Single/Married with kids
HAIER
DEMOGRAPHICS:College Students
Middle/Higher/Lower Income Young PeopleBaby Boomers (40s-60s)
Older People (>60s)
PSYCHOGRAPHICS:INCOME: $75k - $100k
EDUCATION: College Graduate Degree EMPLOYMENT: Professional/Managerial
MARITAL STATUS: Single/Married with kids
TARGET AUDIENCEWHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
COMBINED TARGET AUDIENCE
DEMOGRAPHICS:
WHO: Women & Men in the United States; College Students
Lower/Middle/Higher Income Young PeopleBaby Boomers (40s-60s)
Older People (>60s)
AGE: 18-60
PSYCHOGRAPHICS:Wellbeing-oriented: Highly educated, high income earning, environmentally health conscious, prioritize health when shoppingSocial-Dining Oriented: Prefer to eat out & show little interest toward kitchen appliances. Less sensitive to priceFamily Oriented: Prefer clean and neat kitchen and household appliances and are not reluctant to purchase new and large-sized appliancesInnovation Oriented: Strongest need to make improvements and changes in their lives. They take interest in large-sized kitchen appliances and value family and the environmentConvenience Oriented: They favor convenience in life over family health. Interested in modern and large kitchen appliances
INTEGRATED MARKETING CAMPAIGNWHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
4 Major Campaigns:
Online Cooking CompetitionTelevision Cooking Show
HotSpot and ChillSpot Event ExperienceMobile App – Community Based
TIMELINEWHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
March ’17 - June ’17 - “Star Chef” Online CompetitionMay ‘17 - Aug ’17 – “The Chill Spot”
Aug ‘17 - Oct ’17 - “Star Kitchen” TV ShowNov‘17 - Feb ’18 - “The Hot Spot”
Mobile App: Throughout The Year
Mar ‘17 - June ‘17
May ‘17 - Aug ‘17
Aug ‘17 - Oct ‘17
Nov ‘17 - Feb ‘17
REPEAT
CAMPAIGN 1WHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
‘Star Chef’ Online Competition:Target Audience: Cooking Lovers
Time: March ’17 - June ’17 Focus: Haier’s Kitchen Appliances
Cost: $335,000Metrics: Conversion Rates, Online Interactions, Sales
CAMPAIGN 2WHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
Summer Campaign: Chill SpotsTarget Audience: Everyone
Time: May ‘17 - Aug ’17 An event with a cool experience
To beat the summer heat, we install a spot & invite the audience to step inside and beat the heatThe focus will be on Haier’s air conditioners and coolersOnce they chill at our #CoolSpot, they will beat the heat With access to free Wi-Fi, they can download the app
CAMPAIGN 2WHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
Winter Campaign: Hot SpotsTarget Audience: Everyone
Time: Nov‘17 - Feb ’17 Similar to the Summer campaign, we create the same event and experience to beat the winter cold It’s
time for our target to #TurnTheHeatUp Focus on Haier’s heaters
CAMPAIGN 3WHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
Target Audience: Cooking Lovers/HousewivesTime: Aug ‘17 - Oct ’17, 7 P.M. every Friday on Times Warner
Focus: Haier’s Kitchen AppliancesCost: $6,000,000
Metrics: TRP’s, Sales
CAMPAIGN 4WHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
Target Audience: Working Professionals with a healthy lifestyle, on-the-go
Time: Throughout the YearFocus: Build an online Community of #HaierHelpers
Cost: $750,000Metrics: App Downloads, Interaction Tracking on App
CAMPAIGN 4WHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
CAMPAIGN 4WHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
ADDITIONAL CAMPAIGNSWHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
Social Media Promotion: Ad Campaigns On Facebook/Instagram/Twitter Promoting Haier’s Products
Website Integration: Blogs/Articles/Listicles/Diy Videos About Why And How To Buy Haier Products
Banner Ads On The Websites
Daily Content On All Social Media Channels
Print Ads In Real Simple Magazine
Ooh Advertising
SOCIAL MEDIAWHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
Social Media Promotion: Ad Campaigns on Facebook/Instagram/Twitter promoting Haier’s Products
Website Integration: Blogs/Articles/Listicles/DIY Videos about why and how to buy Haier products
Banner ads on the websites
Daily content on all Social Media Channels
PRINT ADSWHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
Print Ads in Real Simple Magazine:
Cost:Full Page Ad: $230,200 x 12 = 2,762,400
Cover 4: $310,800 x 6 = 1,864,800Cover 2: $287,800 x 6 = 1,726,800
Total: $6,354,000
OOHWHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
OOH Advertising:
Cost:New York - Times Square: $2.5 Million/year
Subway Ads (Interior + Entrance Ads): $50,000 x 12 = $600,000/year
LA: $271,920 x 4(summer) = $1,087,680
Chicago: $251,430 x 4(winter) = $1,005,720
Boston: $218,988 x 4(Winter) = $875,952
BUDGETWHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
28%
27%
22%
15%
3% 3%2%
BudgetAllocation
PrintAds OOH Events TVShow
MobileApp SocialMedia OnlineCompetition
Budget: $25,000,000/YearSpend: $22,818,352Savings: $2,181,648
Allocation:Print Advertising: $6,354,000
OOH: $6,069,352Events: $5,000,000
TV Show: $3,560,000Mobile App: $750,000
Social Media: $750,000Online Competition: $335,000
MEASUREMENT METRICSWHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
ONLINE COMPETITION:Views - Engagement Rate And CTR
Conversion Rates – LIKES, SHARES & COMMENTSSales - Count Sales
EVENTS:Registrations
App DownloadsPre-orders
Email Subscription
TV SHOW:Trp’sCTR
Sales
MOBILE APP:App Downloads
App Tracking
MEASUREMENT METRICSWHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
SOCIAL MEDIA:Web Analytics
Social InteractionsConversions
Enquiries
PRINT:Sales
OOH:Sales
RETURN ON INVESTMENTWHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
Yearly Spend: $22,818,352Savings: $2,181,648
ROI: 10%Profit: $2,281,835.2
CONCLUSIONWHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
With The Integrated Marketing Campaigns, Haier Will Be Able To Reach A Larger Target Audience
Sales For Haier Appliances Will Increase Tremendously
Haier Will Penetrate Larger Markets Thereby Increasing Their Market Share
QUESTIONS?WHO ARE WE?
HAIER
OVERVIEW
OBJECTIVES
SWOT ANALYSIS
COMPETITIVE ANALYSIS
TARGET AUDIENCE
INTEGRATED MARKETING CAMPAIGN
TIMELINE
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 4
ADDITIONAL CAMPAIGNS
BUDGET & METRICS
RETURN ON INVESTMENT
CONCLUSION
QUESTIONS
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