Chapter 9: Strategic Marketing Plan

9.1 Current Perception
Base on the study and research, current perception of consumer Malaysia purchasing electronic home appliance will base on three major considerations, first is product quality, second is service quality, third is price perception. Product quality is the most been consider the reason electric home appliance is a durable product, service quality been consider is because a product which use for a long period usually it need for repair or maintenance. For Malaysian consumer usually will base on the product price to judge a product good or bad and product price also the biggest reason influence the consumer making the final decision.

9.2 Marketing Objectives
• Change the perception of the consumer toward HAIER.
• Change the brand image to the trustable brand.
• To able to compare with other competitor brand.
• To able to increase the sale rate for HAIER.

9.3 Media Applications
Environmental Designs
• Create promotional booth do demo and testing for give the customer more close and understand the HAIER product.
TVC
• A TV commercial to reintroduce and promote HAIER to the public as it is one of the best ways to reach the consumer.
Packaging
• Recreate a more attractive look to the packaging and improve the design that will attract consumers to buy.