HAIER product are distribute to more than 100 country in the whole world wide, however in Malaysia we can easily found at hypermarket GIANT, JUSCO, MAKRO, or any of the electronic home appliance shop who sub division of HAIER.
2.4 Product Life Cycle
2.5 Brand Image & Implication
HAIER is today one of the world’s leading white goods home appliance manufacturers. The products of HAIER Group are now distributed to more than 100 countries. In October 2009, Fortune Magazine published 2009 “China’s Most Admired Companies”, HAIER ranks the first.
2.6 Product Packaging
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2.7 Strength & Weaknesses
Strength
• Product innovation.
• Speed to market of new product
• Passion of its people.
• Niche market strategy
• Strength in low-end appliances such as refrigerators for college dorm room.
• Decentralized sales and marketing allow flexibility in term of local market adaption.
• Ability to move the manufacturing plants away from China, to avoid the “Made in China” issues.
Weaknesses
• Country-of-origin issue. Even though products are manufacturered elsewhere and are selling relatively well in the United States, to a certain extent the country-of-origin issue may still affect the public's perception of their products.
• Consistency of product quality across all markets is still a bit suspect.
• To be really successful in the United States and other Western countries, Haier will have to take on the giant brands in mass-as opposed to niche-product categories, and some observers doubt its ability to do this globally.
• Possible loss of focus in the US market as the brand tries to defend its home market position, where the top world brands are now beginning to take away market share.
• Most design work is still done in china.
2.8 Advantages & Disadvantages
Advantages
• Experienced in manufacturing home appliance
• Easily accessible for consumers
• Provide affordable price
Disadvantages
• Is a china brand product, many people prefer not to chose a china made product.
• One of the reason is the price to economic, consumers tend to doubt the quality
• Too many competitors in this industry.
2.9 Distinctive Features
HAIER has create a legendary history from none body into somebody today, with the courage and braveness gone through the entire problem they have faced. Now are the world top 4 home appliance companies and No. 1 in china. Their reputation and their passion to the customer is the reason where they are today.
2.10 Unique Selling Proposition (USP)
Other brands all offer 1 year warranty, but HAIER offers 2 years warranty on its entire product. This proves that HAIER have absolute faith to their product. HAIER is one and the only one giving this promise or trust to their customer
2.11 Positioning Statement
HAIER is an electronic home appliance which provides 2 years warranty and with a very affordable price which suite to middle class people who hoping to have a better lifestyle.
2.12 Promotional History
Print ads:
TV commercial & Website:
Road shows:
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