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Campaign to promote Haier appliance brand in a crowded USA markrtplace by appealing to a certain demographic that values substance over style.

Campaign to promote Haier appliance brand in a crowded USA markrtplace by appealing to a certain demographic that values substance over style.

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  • New to the US; non-existent brand recognition; retailers won’t add products unless it is guaranteed Retail problem
  • All of these brands have strong brand recognition; strong retail presence; huge budgets; strong history with consumers Whirlpool (founded in 1911)-#1 selling brand appliance in the world, mktg strategy (bring passion to appliances), company strategy (fulfilling consumers needs via innovation),2006 revenues-12 billion in North America, bought Maytag in 2006 at an inflated price to prevent Haier from acquiring the brand and driving down prices across the industry; ads consist of a goddess being surrounded by flying shirts that look like birds/marching t-shirts that mimic penguins to evoke an emotional response Maytag (founded 1907) known for its lonely repairman brand icon that has been around for 40 years(strong brand equity); Maytag also owns these appliance brands (KitchenAid, Amana, Jenn-Air, Magic Chef, Admiral); their tag on their website is “Established 1907, Reestablished 2007” GE-(founded 1892) 2006 worldwide revenues-$163 billion;4 th most recognized brand in the world, Corporate slogan “Imagination at Work” and “ecomagination” (only for certain products). Ads promote style, design then the technology features. Appliances are being designed to mimic professional appliances, known for colored appliances LG (founded 1958 in Korea) 2006 worldwide revenues 48.5 billion; company slogan “Life’s Good”;#1 in front-loading washers just after 4 years in the market (result of innovative products and ads) Ads talk about wanting more from your appliance than “just keeping milk cold”
  • Tell product development story

Haier Presentation Presentation Transcript

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  • 3. Imagination at work Reliable and durable Innovation Self Expression
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  • 6. Source: Survey, Kitchen & Bath Business
  • 7. Source: Survey, Kitchen & Bath Business
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  • 17. Circular
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