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Haier Presention

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Haier Presention

  1. 1. Haier - Say NO to Detergent Hsin-Yi Tai Xiaofeng Wang
  2. 3. Haier Group <ul><li>build in 1984, entering US market in 1999 </li></ul><ul><li>3rd global appliance brand </li></ul><ul><li>over $12 billion worldwide sales </li></ul><ul><li>Product line </li></ul><ul><ul><li>beginning with refrigerators </li></ul></ul><ul><ul><li>now: general home appliances </li></ul></ul><ul><li>Trends </li></ul><ul><ul><li>Global Products Global Branding </li></ul></ul><ul><ul><li>Sponsorship of Beijing Olympics 2008 </li></ul></ul><ul><ul><li>“ Green Olympics, Nature Wash” </li></ul></ul>
  3. 4. Environmental concern (legal force) <ul><li>New U.S. Department of Energy Standards </li></ul><ul><ul><li>l ower rinse-water temperatures </li></ul></ul><ul><ul><li>r educe water consumption </li></ul></ul><ul><ul><ul><li>recycling the dirty wash w ater into clean rinse water </li></ul></ul></ul><ul><ul><ul><li>more enzymatic detergents , less foaming detergents </li></ul></ul></ul><ul><li>standards will become even stricter </li></ul><ul><li>in 2007 </li></ul>
  4. 5. Haier- Say No to Detergent <ul><li>1st detergent-free top-load washing machine was launched in Sept. 2003, </li></ul><ul><ul><li>Sales volume: 200,000 </li></ul></ul><ul><ul><li>Increase rate: 50% / month </li></ul></ul><ul><li>1st detergent-free front-load washing machine was launched in June, 2006 </li></ul>
  5. 6. How it works <ul><li>electrolysis technology: </li></ul><ul><li> </li></ul>H 2 O H + OH - + alkaline ion: blasts the dirt off fabric with millions of tiny bubbles acid ion: kills bacteria
  6. 7. Competition <ul><li>Main competitor </li></ul><ul><ul><li>Whirlpool </li></ul></ul><ul><ul><li>GE </li></ul></ul>68,000 $13.8 billion 2 GE 30,000 $12 billion 3 Haier 66,000 $14.3 billion 1 Whirlpool employment 2005 worldwide revenues global appliance brand rank
  7. 8. Haier “nature wash” vs. GE “ecomagination” <ul><ul><li>Front-load washer </li></ul></ul><ul><ul><li>Water savings </li></ul></ul><ul><ul><li>Energy savings </li></ul></ul><ul><ul><li>Front-load washer </li></ul></ul><ul><ul><li>Water savings </li></ul></ul><ul><ul><li>Energy savings </li></ul></ul><ul><ul><li>Detergent savings </li></ul></ul><ul><ul><li>Skin care </li></ul></ul><ul><ul><li>Environmental friendly </li></ul></ul>
  8. 9. strengths <ul><li>Innovative technology </li></ul><ul><li>Detergent saving </li></ul><ul><li>Skin care </li></ul><ul><li>Protecting clothing fabrics </li></ul><ul><li>Energy efficiency: water saving (60%) </li></ul><ul><li>Environmental protection </li></ul><ul><li>Consumers may not ready- their old habits </li></ul><ul><li>Brand awareness </li></ul><ul><li>Appearance design </li></ul>weaknesses
  9. 10. opportunities <ul><li>New market </li></ul><ul><li>Market development </li></ul><ul><li>Cooperate with Maytag </li></ul><ul><li>Sponsorship of 2008 Olympics </li></ul><ul><li>Match the new trend of environmental concern </li></ul><ul><li>High-competitive industry </li></ul><ul><li>Competitor intentions </li></ul>threats 9,405 9,345 8,832 8,146 7,745 (000) 2006 2005 2004 2003 2002 washers
  10. 11. 4P <ul><li>Product: 32 technology patents in 10 countries </li></ul><ul><li>Price: around $ 650 </li></ul><ul><li>Place: </li></ul><ul><ul><li>SEARS, Lowe's, Wal-Mart, Best Buy, Target, etc. </li></ul></ul><ul><ul><li>On-line </li></ul></ul><ul><li>Promotion </li></ul><ul><ul><li>“ nature wash” </li></ul></ul><ul><ul><li>“ say NO to detergent” </li></ul></ul>
  11. 12. Audience Analysis - age <ul><li>Fall 2005 Product Home: Household Appliances & Durables Automatic washing machine Bought in last 12 months </li></ul>68 11.1 3.1 1,067 34,856 65+ 89 11.7 4 1,134 28,516 55-64 104 19.8 4.6 1,914 41,262 45-54 108 21.8 4.8 2,109 43,806 35-44 124 22.6 5.5 2,182 39,399 25-34 100 12.9 4.5 1,248 27,962 18-24 100 100 4.5 9,654 215,800 Total Index Pct Down Pct Across Proj '000 Total '000  
  12. 13. Audience Analysis – gender (purchase) <ul><li>Fall 2005 Product Home: Household Appliances & Durables Automatic washing machine Bought in last 12 months </li></ul>115 33.5 5.1 3,235 63,138 Women 25-54 117 36.3 5.2 3,507 66,948 Women 18-49 121 18.8 5.4 1,818 33,509 Women 18-34 108 30.8 4.8 2,970 61,329 Men 25-54 102 31.1 4.5 3,006 66,142 Men 18-49 106 16.7 4.8 1,612 33,852 Men 18-34 100 100 4.5 9,654 215,800 Total Index Pct Down Pct Across Proj '000 Total '000  
  13. 14. Audience Analysis – gender (decision maker) <ul><li>Fall 2005 Product Home: Electric Appliances - Decision Maker Yourself (alone or with someone else) Total Adults </li></ul>125 36.6 16.5 10,432 63,138 Women 25-54 116 35.9 15.3 10,236 66,948 Women 18-49 103 16 13.6 4,548 33,509 Women 18-34 98 27.8 12.9 7,926 61,329 Men 25-54 93 28.4 12.2 8,088 66,142 Men 18-49 83 12.9 10.9 3,687 33,852 Men 18-34 100 100 13.2 28,478 215,800 Total Index Pct Down Pct Across Proj '000 Total '000  
  14. 15. Audience Analysis – marital status <ul><li>Fall 2005 Product Home: Household Appliances & Durables Automatic washing machine Bought in last 12 months </li></ul>124 6 5.5 583 10,504 engaged 76 14.2 3.4 1,375 40,335 all others 114 64.2 5.1 6,202 121,924 married 87 21.5 3.9 2,078 53,541 single 100 100 4.5 9,654 215,800 Total Index Pct Down Pct Across Proj '000 Total '000  
  15. 16. Audience Analysis - education <ul><li>Fall 2005 Product Home: Household Appliances & Durables Automatic washing machine Bought in last 12 months </li></ul>95 45.3 4.3 4,370 102,652 no college 110 9.3 4.9 895 18,109 post graduate 81 12.8 3.6 1,235 34,134 did not graduate HS 102 32.5 4.6 3,134 68,518 graduated high school 107 29 4.8 2,801 58,764 attended college 102 25.7 4.6 2,484 54,384 graduated college+ 100 100 4.5 9,654 215,800 Total Index Pct Down Pct Across Proj '000 Total '000  
  16. 17. Audience Analysis - income <ul><li>Fall 2005 Product Home: Household Appliances & Durables Automatic washing machine Bought in last 12 months </li></ul>84 9 3.8 866 23,059 HHI $30-39,999 103 10 4.6 961 20,935 HHI $40-49,999 123 10.6 5.5 1,026 18,693 HHI $50-59,999 112 12.5 5 1,204 23,998 HHI $60-74,999 115 28.7 5.1 2,770 53,890 HHI $75-149,999 133 9.6 5.9 928 15,639 HHI $150,000+ 100 100 4.5 9,654 215,800 Total Index Pct Down Pct Across Proj '000 Total '000  
  17. 18. Target Audience <ul><li>25-34 </li></ul><ul><li>Married or engaged </li></ul><ul><li>Female </li></ul><ul><li>College education or above </li></ul><ul><li>$40,000+ </li></ul>
  18. 19. growing consumer trends <ul><li>high-end </li></ul><ul><li>energy efficient </li></ul><ul><li>“ smart” </li></ul><ul><li>quiet </li></ul><ul><li>large capacity laundry equipment </li></ul>
  19. 20. Survey <ul><li>What characteristics do you value most about washing machine ? (Please rank in order of importance from 1 to 5 , 1 being most important and 5 being least important) </li></ul><ul><ul><li>Price </li></ul></ul><ul><ul><li>Energy/water saving </li></ul></ul><ul><ul><li>Environment-friendly </li></ul></ul><ul><ul><li>Detergent saving </li></ul></ul><ul><ul><li>Cleanliness </li></ul></ul>
  20. 21. <ul><li>There is a new product– detergent-free washing machine, which means it can clean clothes without using any detergent. How likely are you interested in it? Please check one. </li></ul><ul><ul><li>Not interested </li></ul></ul><ul><ul><li>A little interested </li></ul></ul><ul><ul><li>Somewhat interested </li></ul></ul><ul><ul><li>Quite interested </li></ul></ul><ul><ul><li>Very interested </li></ul></ul>
  21. 22. Questions and Comments!!

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