The document provides a summary of Haier's marketing campaigns and activities in Bangladesh from 2017-2018. It outlines their strategic approach which focused on building brand awareness through comparative statements positioning Haier as the number one global brand, then gaining consumer trust through brand messaging before showcasing products. Key activities included digital campaigns, press advertisements, dealer conferences, and expansion of showrooms. The budget breakdown shows 61% was spent on above-the-line activities like digital ads, 34% on below-the-line activities like promotional materials, and 5% on through-the-line activities. This resulted in 34.51% year-over-year sales growth.

1. Review so far
By: Arif Al Mamun Chowdhury
Business Development Department

2. Primary objective
Secondary objective
To drive sales
Raise Brand Awareness

3. Awareness
building
content
People who have
engaged
Show sales
driven
contents
LEAD
Strategic Approach
Target Audience
Max brand visibility through
comparative statement

4. Consumer Journey
• Building the brand with a
bold statement by
claiming as world’s no. 1
global brand
Building the
ground
• Once the base is
built, it’s time to
gain their trust
via our brand
essence which is
honesty
Gaining
consumer trust
• Once the trust is built,
people would like to
know more about the
product therefore we
show our products
Showcasing the
product
• Finally, with the help of
trust and product
visibility, consumers are
ready to the buy product
The Last Push
through
promotion

5. Engagement
Relevant
channels
Informativ
e
Targeted
promotion
to right TG
YouTube
pre-roll
ad
CTA ad
Display
ad
Awarene
ss
Press
Strategic approach to raise Awareness
Content
s

6. Campaigns to drive Awareness
The total amount of people our
entire campaign reached out to
online
8,749,838
People
Reached
Total number of times the
campaign communication
popped up in the newsfeed
16,035,038
Impression
served

11. More than one format
Videos

12. Brand building
Content
People who have engaged
Strategic Approach: How we did it?
Target Audience
Awareness
building Content
Max brand visibility through
comparative statement
No-1GlobalBrand
OurAcwillcoolyourroomby5minutes
butnotlessthanthat!
SalesDriven
Content
LEAD to query on FB
page/footfall/hotline no
Promote cheapest Ac pricePromotional campaign during
festival
Discount sms to 2.4 m
GP star subsciber
BestSummerdealofthe
town
DoubleBonusofferonEid
Fest:Buy1get1free!
B2bCampaignwithTelenor
(GrameenPhone)
FirstTimeInBangladesh
Haieroffers5yearsCompressorwarranty
Customer Query before
Purchase

13. Our designed creative and its
approach went head to head
with another top competitor
and was positively acclaimed
and got everybody talking
about it
Positive Acknowledgment

14. Awareness
building
content
People who have
engaged
Show sales
driven
contents
LEAD
Strategic Approach

15. Promotional Campaign to drive sales
The total amount of people our
entire campaign reached out to
online
19,741,171
People
Reached
Total number of times the campaign
communication popped up in the newsfeed
36,987,305
Impression
served

16. Facebook campaign
post
Facebook product centric
campaign post

17. Multiple format
promotion
Call to action Ads

18. Contents
Relevant
channels
Query
manageme
nt
Targeted
promotion
to right TG
YouTube
pre-roll
ad
CTA ad
Display
ad
To drive
sales
Awarenes
s
Movie
theater
Press

19. But these are just numbers

20. We went for true
Lead
Generation

21. Product queries

22. Location queries

23. Offer query

24. Turning lead into actual buyer

25. Toyoha Chowdhury asked us
about 1 ton AC on May 26th

26. We provided him the necessary
info and he went on to ask us the
location address

27. Then She actually bought our
product but then unfortunately experienced some
trouble

28. There were
positive consumer
response as well
Happy with our query
management

29. Some Complains
about showroom
managers

30. We tried to
negate the
negativity

31. Not just Facebook
Digital Media
Online portals
GDNFacebook
Press AD (Off line)
SMS
POSM
We
Covered
All!
1. Prothom Alo
2. Doinik Kaler kontho
3. Doinik Somokal
4. Doinik Jugantor
1. www.prothom-alo.com
2. www.bdnews24.com
3. www.kalerkantho.com
4. www.bd-pratidin.com
5. www.e-bdpratidin.com
6. www.inquilab.com
7. www.ittefaq.com.bd
8. www.atnbangla.com
9. www.ntvbd.com
10. www.nayadiganta.com
11. www.somokal.com
12. www.icetoday.net
13. www.notunbata.com
14. www.mzamin.com
15. www.bikroy.com
15MostlytraffickedOnlineNews&Websites
5MAX.circulated
NEWSPaperofBD
1. www.bdjobs.com
2. www.dse.com.bd
3. www.espn.com
4. www.crickinfo.com
5. www.clickbd.com
Google Drive
Local Websites & Networks
80 m×4= 320 m
Promotional SMS sent by
Grameen Phone
1. Boost new post among Target group
related to:
• Brand
• Awareness
• Product’s price & promotion
2. 6×12 hours query management to :
1. Answer audiences query
products, price, place,
promotions as well as service
queries
1. Booklets
2. Leaflets
3. Danglers
4. Buntings
5. X Banners
6. Cut out banners
1. You Tube: 5 TVC’s boost
to target group
• Haier Channel
• Pre-rolls Ads
Branding Materials
1. Stickers
2. Posters
3. Gum Tapes
4. T Shirts
5. Note book
6. Wall & Desk Calendar

32. Beyond
Digital Press ADs
Daily Circulation
Prothom Alo: 0.52 M/day
Kaler Kontho: 0.25 M/Day
Jugantor: 0.22 M/day
Ittefaq: 0.21 M/day
Samakal: 0.16 M/day
The Daily Star: 0.12M/day
Daily Bangladesh Protidin
Jugantor Prothom Alo
Ittefaq The Daily Star
Doinik Samakal

33. Most Popular Online press portal:
Mobile phone version
ProthomAloOnlineNewspaper
1.6millionvisitorperday
Spring OfferCKC PrimeNo-1 Global Brand 5 years warranty

34. Online press portal: Desktop
versionProthomAloOnlineNews
paper
1.6millionvisitorperday
Spring Offer CKC Prime
No-1 Global Brand

35. Online press portal: Desktop &
MobileBDNEWS24.COM
1.8millionvisitorperday
Qurbani Eid Promotion Mobile Sticky notes
BTD Prime (Desktop)
Qurbani Eid Promotion (Desktop & mobile)

36. Ads on some other popular online News portals
DAILYKALERKONTHO
DAILYNAYADIGONTO
DAILYBANGLADESHPROTIDIN
DAILYINQILAB

37. Digital
Marketing
Awareness Presence
Business to
Business
On Ground
Activities
Reinforce Expand New outlets, create B2c
channel with Grameen
Phone & Banks
GROWTH

38. Digital
Marketing
Awareness Presence
Business to
Business
On Ground
Activities
Reinforce Expand New outlets
GROWTH

39. Dealers
Conference
A day long session with all the Dealers of
Haier Bangladesh where they get to meet
each other and bond with fun filled
activities and reward over their previous
performance

40. Haier Dealer Conference 2017
Venue: Green Tek Resort
No of guest: 312
Objective: Dealer motivation
Awards: Certificate & rewards to best 10
dealers

41. Dealer Conference 2018
Venue: Bhawal Resort
No of guest: 523
Objective: Dealer motivation
Awards: Certificate & rewards to best 10
dealers

42. Haier Service partners training 2018
Total training session: 6
Total Attendance: 330 Technicians across the
country
Awards: certificate & Haier T shirts
Theoreticalsession
PracticalSessionCertificategivingceremony

43. Eid-Ul-Fitr 2018
The Biggest religious festival of
Bangladesh

44. Digital
Marketing
Awareness Presence
Business to
Business
On Ground
Activities
Reinforce Expand New outlets
GROWTH
360 Communication during Ramadan

45. Online Presence
Campaign Title: EID means Double Bonus
Buy One & Get One appliance FREE!
Daily Inqilab
Bangladesh ProtidinIttefaq

46. Apart from Online & Offline Ad :
Promotional POSM took place to all POS
X- BannerBanner
Eid-Ul-Fitr2018

47. Eid-Ul-Fitr 2018
Ramadan Time-Table Pamphlet
1,00,000 Distributed hand to hand

48. Bunting
Installedin22Showroomandnumberofdealerstocreatea
FestiveMoode.

49. Few Screen shots of POSM visibility

50. Dangler Price Tag
Installedin22Showroomandnumberofdealersto
createaFestiveMoodinPOS

51. Eid-Ul-Fitr 2018
4 page Leaflet

52. Eid-Ul-Fitr 2018
4 page Leaflet

53. Eid-Ul-Adha 2018

54. Promotional Ads on Online News portals
Campaign Title: BIG HAAT OF APPLIANCES
Promotion tools: Scratch Card
Consumer Promotion: 10% to 100% discount
Scratch Card

55. Bunting
Qurbani Eid POSM
• Distribute to all POS including dealers channel
Dangler

56. Banner X-Banner
Available to all Haier retail shop

57. 4 page Leaflet

58. 4 page Leaflet
Distribute from all Haier retail shop & paper insertion to 24 retail locations

59. Promo materials live
Promotional Buntings to all POS

60. Promotional posters Promotional DanglarsX Banners
Distribute POSM to all POS channel

61. Poster Pasting at National Stadium Area

62. Poster Pasting at National Stadium

63. Eid-Ul-Adha 2018, Poster pasting at other retail areas

64. 50% Discount winner from Scratch Card
Uttara Showroom
Mohammadpur Showroom
Stadium Showroom

65. Digital
Marketing
Awareness Presence
Business to
Business
On Ground
Activities
Reinforce Expand New outlets, B2c
channel with GP and
Banks
GROWTH

66. Expansion
Stadium Showroom 2017

67. Bangabandhu Stadium Showroom 2017
3D design
Introduce Haier Brand themed showroom

68. No-1 Showroom in Sales
BangabandhuStadium
Showroom2017

69. Bangabandhu Stadium Showroom 2017 : Front View

70. BangabandhuStadiumShowroom
2017
Haier Brand themed interior on
Progress Showroom Opening Ceremony

71. Expansion
Sirajgonj Showroom 2018

72. Sirajgonj Showroom 2017
3D design

73. Sirajgonj Showroom 2018 Design layout

74. SirajgonjShowroom2017
Front View
Customized Product Corner

75. SirajgonjShowroom2018
Entrance
Customized Product shelf Briefing to walking customers

76. Other Branding/Promotional Materials 2017-18

77. Communicate product’s feature through POSM
X-Banner
Cut-Out
ProductwiseBranding
materials2017

78. Promotional/Branding materials 2017-18
ProductwiseBooklet

79. Note-Book
Promotional/Branding
materials2017-18
Distributed among 5,334 corporate officials, Dealers & Several
stakeholders
Wall Calendar 2017
Desk Calendar 2017-18

80. 5”X3” Sticker
Cater extra Brand millage during product movement
CKC Prime Sticker Haier Gum-Tape
MarginalBrandingmaterials
2017-18

81. Branding materials 2017-18

82. Head Office & Showroom Branding

83. Head Office & Showroom Branding
Showroom Entrance Office Lift
Work Station

84. Gift Item
Warranty Sticker (AC and Refrigerator) New Warranty Card Design
Promotional/Branding materials 2017-18

85. Dangler
POSM materials 2017-18

86. Dangler
POSM materials 2017-18

87. Dangler
POSM materials 2017-18

88. Marketing Budget of 2018@Glance
SL Particulars Cost BDT
1 Dealer meet 14,80,963
2 Press Ad 85,91,136
3 Digital Ad (E-News) 68,57,115
4 Website making & maintenance 12,05,700
5 New Showroom Branding 9,76,000
6 Promotional POSM materials 12,46,754
7 Agency Retainer (Creatives) 21,70,276
8 FB, GDN, GNR & Youtube 79,70,140
9 TVC & Photoshoot making 8,85,780
10 TVC Media Buying 18,93,450
11 Model Endorsement 4,00,000
12 Cinemahall(blockbuster and Cineplex ad) 3,51,120
Total 3,40,28,434

89. Budget Burning Proportion
ATL
61%
BTL
34%
TTL
5%
Expenses as per Marketing Channel
ATL: 2,91,19,017 BDT
BTL: 1,60,48,717 BDT
TTL: 21,81,700 BDT
Total:3,40,28,434BDT

90. What we get in return?
Year Marketing Expenses BDT
2018 3,40,28,434
Sales
GROWTH
34.51%
Year Total Sales BDT
2017 213,45,87,900
2018 287,12,34,184
Sales comparison

91. Thank You