introduction

Haier was incorporated in 1984 producing house hold refrigerators 800 employees and only one product line, Haier has grown to become a globally recognized name brand. Over the past 20 years, it has grown and prospered as a worlds 2nd Largest Home Appliances Company It is only Chinese brand that has been nominated in the list of top 100companies of the world

MISSION STATEMENT
MISSION STATEMENT To provide quality products & services to the complete satisfaction of our customers and maximize returns for all stakeholders through optimal use of resources. To focus on personal development of our Human Resource to meet future challenges. To promote good governance, corporate values a nd a safe working environment with a strong sense of social responsibility

vision STATEMENT

VISION To be a leading home Appliances business with strong brand and a team of exceptional people

SWOT Analysis
SWOT analysis is a simple framework for generating strategic alternatives froma situation analysis. It is applicable to either the corporate level or the business unit level and frequently appears in marketing plans. SWOT (some referred to as SWOT) stands for strengths, weaknesses, opportunities, and threats.

Strengths :
Strengths : Our product price is normal according its features. It will be the market leader as its a new product4 Financially strong very strong. It will provide high quality as compare to competitor so it will be a strong edge for the business to flourish. High tech production plant will be installed that will produce high quality product on a large scale

Weakness:
Weakness: Weak delivery chain. We will import few raw material items from other countries so dependence on imported raw material would be a hurdle in producing theca. People might misunderstand its operating functions.

Opportunities:

In Pakistan Refrigerator industry is growing at a high rate so there is an opportunity for the business to avail and become successful. A large market which can be captured. Operational efficiency can be attained once we start . Our capital resources are good.

Threats:

Threats: There is an expected rising competition in the market can occur. Load shading can effect our business. Economics crises can also a threat for us. In future there is a possibility of shortage of raw material.5

Marketing strategy:

Our marketing strategy is based on delivering a strong customer value positioning in a differentiate market. We have built a very strong relationship with the concerns. We will visit all the related areas. We will make our product and services to every home. We are building our public relationship so that we can reach additional cities with same offering. Our main focus is to meet our customer satisfaction

SEGMENTATION
GEOGRAPHICAL SEGMENTATION World region or country PAKISTAN Country region PUNJAB City MORE THAN 40 CITIES INCLUDING LAHORE, GUJRANAWALA Multan SibiClimate hot weather 6

SEGMENTATION
DEMOGRAPHICAL SEGMENTATION Age UNDER 30-50Gender MALES, female Family life cycle YOUNG SINGLES, MARRIED WITH CHILDERNS PSYCHOGRAPHICAL SEGMENTATION Social class Middle CLASS, Upper class Lifestyle Every type of lifestyle

SEGMENTATION
BEHAVIORAL SEGMENTATION Benefits CONVENIENCE,User status POTENTIAL USERS, 1sT TIME USERS Loyalty status NONE Readiness stage AWARE & TENDING TO BUYAtt itude toward product INDIFFERENT

TARGET MARKETING
TARGET MARKETING Target market is a set of buyers sharing common needs or characteristics that the company decides to serve. There are several target market segments including undifferentiated marketing, differentiated marketing, concentrated marketing, and micro marketing .The target marketing for the

POSITIONING
POSITIONING Haier has a very sound positioning of their products in the minds and hearts of the consumers. We will position our Refrigarator with quality and class. It is a premium product and thats why is charged a premium price.

Branding :

Recognition days almost every product is known by its brand name Brand name helps consumer to identify the product. Brand name also tells the buyer something13 about product quality in Haier Refagirator the world Haier reflect the elegant feature of the product .The brand name is Haier. And it is well known by all peoples

Promotion

We have a new product and it is in the stage of where we need to create awareness in of the product in the people. We will be launching a mass promotion campaign so that we can make the maximum of people aware of our product.

Promotion Strategy
Promotion Strategy HAIER promotion budget is around 1.75% of their turnover. 40% spending of their budget is Print Media, 20% goes on TV, 20% on Outdoor activity and balance 20% on Sales Promotion activity. They believe that print media and outdoor activity help them to reach to their target customer. Due to satellite transmission and having multi-channels, it does not pay one unless you have very huge budget to spend on this media. On promotion, their spending is more on consumer incentive schemes. Since it pays them and there is direct relationship between sales and consumer. Further, it gives customer a direct benefit in shape of price reduction. Company can use these tools for promotion purpose Advertising Sales promotion Personal Selling Direct Marketing

Product Advertising
Product Advertising In product advertising, advertisers are informed or stimulating the market about their products and services. This type of advertising is often adopted by HAIER Sale Corporation on various occasions. For instance when HAIER introduces anew article in the market, information is given to customers and through magazines and newspapers