Haier Presention

Haier - Say NO to Detergent Hsin-Yi Tai Xiaofeng Wang

Haier Group ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Environmental concern (legal force) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Haier- Say No to Detergent ,[object Object],[object Object],[object Object],[object Object]

How it works ,[object Object],[object Object],H 2 O H + OH - + alkaline ion: blasts the dirt off fabric with millions of tiny bubbles acid ion: kills bacteria

Competition ,[object Object],[object Object],[object Object],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

Haier “nature wash” vs. GE “ecomagination” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

strengths ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],weaknesses

opportunities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],threats 9,405 9,345 8,832 8,146 7,745 (000) 2006 2005 2004 2003 2002 washers

4P ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Audience Analysis - age ,[object Object],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

Audience Analysis – gender (purchase) ,[object Object],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

Audience Analysis – gender (decision maker) ,[object Object],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

Audience Analysis – marital status ,[object Object],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

Audience Analysis - education ,[object Object],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

Audience Analysis - income ,[object Object],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

Target Audience ,[object Object],[object Object],[object Object],[object Object],[object Object]

growing consumer trends ,[object Object],[object Object],[object Object],[object Object],[object Object]

Survey ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Haier Presention

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Haier Presention