Haier's Marketing Strategies in India |
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» Marketing Case Studies Please note: This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source. |
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ExcerptsHaier in IndiaHaier entered the Indian consumer durables market in December 2003 as a 100% subsidiary of the Haier Group, after obtaining clearance from the Foreign Investment Promotion Board (FIPB) in June 2003. The official operations started in January 2004. Initially, Haier established its business operations in northern India...
Premium PricingSeveral Chinese manufacturers who entered India priced their products low by compromising on quality, thinking that Indian consumers preferred to buy low priced products irrespective of their quality. This gave Indian consumers the impression that anything "made in China" would be cheap and of poor quality...
Promotional ActivitiesHaier spent a considerable amount of time on deciding its brand strategy for Indian markets. Initially, the focus was on the fact that it was the second largest home appliances company in the world and a global brand delivering the latest technology... |
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