8. 4.Godrej is giving extra profit margin as compare to other competitors i.e. dealer price +scheme of 3% + 3% distributors margin+ FOC , and there is enough possibilities of large sell according to them because of launch of new product line series in appliances segment. With this the company better support in the form of marketing efforts, recently company gave 5 A.C display panel stands and other POP material to many dealers.
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10. Not confining itself to cricket, Samsung sponsors the Indian contingent to the Olympics and the Asian Games. It also ran training programmes for deserving Indian athletes under the Olympic Ratna banner. Samsung has also helped bring to India, for the first time, the Olympic torch relay. Samsung also brings every year to India - the World Cyber Games, which is regarded as the Olympics of the Cyber world.
11. Samsung also launched a series of innovative below-the-line activities. In mobile phones, Samsung tied up with noted painter Satish Gujral for his paintings to be available as downloads on Samsung mobile phones.
12. Product placement was done in movies and popular television serials like ‘Jassi’ where Samsung products were set in lifestyle environments.
13. For Microwaves, Samsung ran a Kitchen-on-Wheels programme where mobile kitchens with microwave ovens went to various localities demonstrating the advantages of microwave cooking.
14. Samsung branded its products as superior technology and environment friendly ones. The Samsung refrigerators and ACs incorporate a revolutionary new technology called Silver Nano Health System that ensures freshness and bacteria free environment. It launched the “Bio” range of products. In microwave ovens, features like the bio-ceramic coating and 3D shower waves keep in mind the health conscious public of today.
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16. Through its research done on consumer preferences in India, Samsung has concluded that Indian consumers want more sound oriented products. Thus, the Samsung televisions for India have a higher sound capacity than their foreign counterparts.
17. For the semi-automatic segment of Samsung washing machines, Samsung has introduced for the first time in India a feature called Super Dry. It is present in three of Samsung’s semi automatic models and dries the clothes better than the rest.
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19. LG was the first brand to enter cricket in a big way, by sponsoring the 1999 World Cup, and followed it up in 2003 as well. LG brought in four captains of the Indian cricket team to endorse its products. LG invested more than USS 8 million on advertising and marketing in this sport.
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21. LGEIL is implementing a “digital manufacturing system”DMS) as a cost-cutting innovation.
25. Haier needs to increase the number of BTL (below the line) activities to generate common awareness and visibility at grassroots level, because it can be understood from the figures of their competitors BTL activities that Haier BTL activities is not up to the that mark in comparison to other competitors.
26. In Ahmedabad market dealers don’t want to put direct push effort on brands that’s why unlike other cities market where if a dealer deals in LG they prefer not to deals with its direct competitor Samsung, but in Gujarat every dealer is having collection of brands, they want to be ready for everything like whatever customer demands they can easily find out in their store. Currently Haier is available with most of the major dealers in Ahmedabad, Haier needs to focus on those dealers also where it will not face direct competition with LG and Samsung , a small and dedicated brand dealer will work not only for margins but they also can see the future opportunities in form of Haier.
27. Good thing about Haier is that they got somehow success in positioning themselves as a quality brand the customer survey and the dealer’s survey tells the story about it. People perceived Haier as a good product quality brand. If this can be associated with better pricing also there will be immense possibilities for Haier. Need to create a value for money brand image which can give good product quality at affordable prices.
28. Company product range is inappropriate especially in refrigerators whereas every company is having 165 liters segment as an entry level refrigerator. Haier is having 190 liters. If company will launch a new refrigerators in entry level with less pricing it can attract those customers who want to opt for a refrigerator in the entry level segment in less pricing there are much more scope for selling.
29. Haier needs to build strong dealer relation in order to provide better “place” strategies for the brand. Haier lacks in company support factors and most of the existing dealers in the dealer survey said that. Like most of the companies are having their regular company dealers meet to get together with their dealers, Haier lacks needs to do this in order to regain dealer support
30. Service arrangements need to be strengthen, still people thinks that because the company is having foreign origin and it is new too, if they will purchase any product they will face service problem in future . Like Haier is having 6 service centers whereas its competitor’s whirlpool, LG, Samsung, Godrej is having 14, 9, 9, 6 service centers respectively. Service policy of Haier is that a customer complaint has to go from dealers, which give unnecessary work burden on them. Customers in rural Gujarat not aware of the service call center facilities and don’t know how do it, company is not having the service centers also there in those area , customers passes the complaints to dealers, and dealers to distributors, and finally distributors has to log this complaints to the call center, which creates overburden for them.
31. Any one accepts that as a fully fledged brand, Haier can only compete with the Korean giants LG and Samsung. Product lines and variants in the refrigerators should be increased to give wider option to choose from to the customer because the Haier refrigerators could be proved as a benchmark product for Haier because of its unique differentiation with others as a BMR refrigerator.
32. Most of the products are not attractive, looks simple and not represents the brand quality, mostly in refrigerators segment even the logo on refrigerators are not attractive as compare to others.
33. Haier should adopt aggressive marketing strategies to cut down competition and visibility at market place.
34. Appropriate product knowledge should be given by the company to dealers and to dealers to create awareness towards quality.
35. Overall there is much scope for Haier in Gujarat market. But Brand visibility should be increased so it can convince dealers and customers like LG and Samsung are more customers driven, where company demand is initiated by the customers, these company products pulls demand from the market.
36. Company must have to focus on print ads, because where in the TV ads, a person can see only if he/she open the TV and if the ads is getting broadcast that time, whereas print ads any person can see going through the news paper throughout the day.
37. Products should be more attractive refrigerators looks very simple and ordinary especially direct cool refrigerators Entry level Refrigerators can do better because of price and 190 capacities.
38. In the semi automatic washing machine segment one of the findings is that Haier needs to build a powerful USP for its semi automatic washing machines like they did it for Refrigerators (BMR) so it can clearly differentiate with others. Currently Haier is focusing more on fiber body, timer and powerful motor, which is almost same for all the present brands, other competitors like LG despite of all these features focusing more on technology ,like Punch Plus Three, for whirlpool its 1-2,1-2 Hand wash, for Godrej it is Force Four, and for Samsung it is Silver Nano.