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  • 1. 110 STEPMarketing Plan forHaierGuo, LiJune 2013http://lisalisaguo.blogspot.com/
  • 2. This 10 Step Marketing Plan is part of the mandatoryrequirements of Prof. Remigio Joseph De Ungria’sAGSB marketing management class.The data included in this report are based on publiclyavailable data such as those on internet websites,news, package declarations, public reports.When appropriate, data are “masked” so as not tocreate unexpected conflicts.The reports are posted and linked on slideshare, blogsand facebook so that there is easier sharing amongstudents from different marketing classes.Disclaimerhttp://lisalisaguo.blogspot.com/
  • 3. 1. Identify your target (PTM)2. What do they need, want, demand(NWD)3. What are they choices (competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)Steps 1 to 5Summary headline of yourPTM and markethttp://lisalisaguo.blogspot.com/
  • 4. 6. Product7. Price8. Promo9. Place10. Generic Winning Strategy of MixSteps 6 to 10Summary headline of themarketing mix & strategyhttp://lisalisaguo.blogspot.com/
  • 5. 1. Haier (PTM) goes for youngfamily 25 - 50 Years old, Female and Male,Social class A and B, Single andMarried. Working slow down the bacteria process so youcan keep your food for a longer periodof time.http://lisalisaguo.blogspot.com/
  • 6. PTM needs to have identity...6Reference: Maslow’s Hierarchy of Needs Marketing Management, 11thed, Philip KotlerI feel convenience and can eat fresh food .I am belonging to the social group andAdapting modern world.http://lisalisaguo.blogspot.com/
  • 7. 2. PTM’s needs, wants &demandsNeeds: need identity, social belonging, to gain self-esteem and to be admired.Wants: Choose Hair over other brands because ofafter service, low noise, Durability, Save electricityDemands: fresh food
  • 8. 3a. Competitors... Direct: Samsung, Toshiba, ELX,Siements, Aucma, Indirect: Ice, Winter, Variables:Price,Design, Availability, Variants available
  • 9. Example of a 2x2 competitiveposition map for HaierPrice/ AgeMatrix18-24 yrs 25-39yrs 40 yrs upP0-P13,000P13,000 –P26,000P26,000 UPELXHaierSiementsPrice vs. Age MatrixHaierHaier ELXELXSiementsSiements
  • 10. Example of a benefit positioningvs. brand map for toothpasteBenefit Positioning vs. Brand MatrixBenefit Positioning Haier SamsungToshibaELX, SiementsRonshenRetain FreshnessAutomatically adjustoptimal temperatureEradicate OdorTemperature FreshKeepingEasy to CleanRefrigerated transformation
  • 11. 4. Identify the gap betweencustomers and competitionWhere is the marketing opportunity?1. Benefit from China – Asean Free Trade Area.2. GlobalizationWeakness1. The setting price is higher than Customers “wiil invest line”2. Lack competency of Audio and Video and IT product.3. Sales and promotion budget dispersing.4. Lack of core technology5. Limited by location network and brand influence6. Low corporation operation competition.http://lisalisaguo.blogspot.com/
  • 12. 5a. Haier Market share1. Haier sold 12 million refrigerators worldwide.2. Its market share reached 6.3% globally.http://en.wikipedia.org/wiki/Haier3. Haier’s small refrigerators have a market share of 25% in theUnited States;http://books.google.com.ph/books?id=hHvAi53-F8cC&pg=PA63&lpg=PA63&dq=haier+refrigerator+market+share&source=bl&ots=aUwNn8Wnpc&sig=5PVwyZxUu04ofWPcc7S6HTucGlc&hl=en&sa=X&ei=TxuzUc27C-npiAftkYCYDA&ved=0CIQBEOgBMAk#v=onepage&q&f=false4. Haier Group controlling 37% of the Chinese refrigeratormarkethttp://www.companiesandmarkets.com/News/Consumer-Goods/Haier-Group-controlling-37-of-the-Chinese-refrigerator-market/NI6736http://lisalisaguo.blogspot.com/
  • 13. Haier Ranks #1 in Global MajorAppliances Brands Market Sharehttp://www.haierksa.com/global.phphttp://lisalisaguo.blogspot.com/
  • 14. 6a. Photo of product categoryhttp://lisalisaguo.blogspot.com/
  • 15. 6a. Show how product looksvs. competitionhttp://lisalisaguo.blogspot.com/
  • 16. 6b. Product Description BRIGHT LED TOWER Haier Refrigerators now come equipped with Ultra Bright LED light giving fresh and clearvisibility of food items and also saving energy upto 20 times and lasting for 20000 hrs. COOLING TOWER AIR FlOW SYSTEM Cooling airflows out through multiple outlets on every shelf level to maintain optimaltemperatures to keep food fresh longer FRENQUENCY CONVERSION TECHNOLOGY with inverter compressor ,the refrigerator works on lower noise, lower energyconsumption and longer freshness keeping. Spill-proof Shelves The intelligently designed tempered glass shelves create a real barrier to prevent anyliquid spilled from flowing onto shelves and food below. Cleaning up spills is a breeze. No Frost The No Frost technology ensures that the freezer section remains frost free and providesbetter cool air distribution throughout the refrigerator. Maintenance has never beeneasier!http://lisalisaguo.blogspot.com/
  • 17. 7. PriceTYPES MODELS PRICESFrench Door HFD647WISS $1694French Door HTD647ASS $1877Side by Side BCD-649WE $820Side by Side BCD-628WACW $1467Top Mount BCD-206TASJ $345Top Mount BCD-308W $750Vertical BC-96A $165Vertical BC-130A $155http://lisalisaguo.blogspot.com/
  • 18. 8a. Which of these modesdoes your product use?** Pls. rank most used, 1-highest usehttp://lisalisaguo.blogspot.com/
  • 19. 8a. Your productsPromotions1. Brand Marking2. Share Marking3. Core Value4. Relation Theme5. Brand Voicehttp://lisalisaguo.blogspot.com/
  • 20. 8a. Samples of Promohttp://lisalisaguo.blogspot.com/
  • 21. 8b. Competitor promo1. Samsung Creating Experience2. Identify with a particular target market orlifestyle.3. Increase awareness of company or productname.4. Enhance corporate image5. Entertain key clients or reward keyemployees.http://lisalisaguo.blogspot.com/
  • 22. 8b. Competitor promohttp://lisalisaguo.blogspot.com/
  • 23. 9. Place Asia Pacific America Middle East and Africa Philippines: Eastwood Mall,Greenbelt, SM Delivery: order online or through thephone, delivery to home.http://lisalisaguo.blogspot.com/
  • 24. 10. What is the genericwinning strategy?Which of the 4 strategies are being used?1. Porter’s Five Forces2. Diversification Strategy3. Concentration Strategy4. Market development Strategy5. Internationalization Strategy6. Cost Leader strategy7. Differentiation strategy8. Forward integration strategyhttp://lisalisaguo.blogspot.com/
  • 25. 25SUMMARYhttp://lisalisaguo.blogspot.com/
  • 26. 1. Identify your target (PTM)2. What do they need, want, demand(NWD)3. What are they choices (competitors)4. Where is the opportunity (gap)5. How big is the market (3Cs)Steps 1 to 5Summary headline of yourPTM and markethttp://lisalisaguo.blogspot.com/
  • 27. 6. Product7. Price8. Promo9. Place10. Generic Winning Strategy of MixSteps 6 to 10Summary headline of themarketing mix & strategyhttp://lisalisaguo.blogspot.com/