PRESENTED BY:

FOZAIB SHAHZAD
AHSAN MALIK
HARRIS WAHID
HARRIS QARI
JAWAD ARSHAD
SYED ABID SALAR HUSSAIN
ISMAIL ASAD RASUL
 HAIER

Haier was incorporated in 1984 producing

household refrigerators .
Haier now manufactures a wide range of house
electrical appliances in 86 categories with 13,000
specifications and exports products to more than 160
countries.
Haier’s international promotion framework
encompasses globalized trading, design, production,
distribution and after-sales service network.
SWOT ANALYSIS
 INSCHILL

Inschill is an electronic chilller which can chill all

sorts of drinks.
The timing and temperature can be set by the user
from 10 seconds to 10 minutes.
The mission of Inschill is to provide consumers with
instantly chilled drinks.
The goal of Inschill is to provide consumers with a
product that can not only chill various types of
drinks but is also economical and less bulky as
compared to freezers etc.
 SMART OBJECTIVES

Specific:
 TARGET MARKET

The target market consists of two basic users, households

and offices.
Households for the reason that INSCHILL is a home
appliance and soft drinks and other drinks like squashes,
juices, water are highly consumed by households.
INSCHILL can also be used in offices as there is shortage
of time and less place for freezers etc.
Time constraint is also a major consideration in choosing
INSCHILL not only at homes but also in offices
Target market can be further separate or divided on
the basis of demographics, geographic and
behavioral characteristics.
Demographics: segmenting on the basis of age,
gender, family size, family life cycle, income,
education and martial status.
INSCHILL’s target age bracket is individuals who are
below fifty years. The reason for this is that as people
grow older, they prefer tea, coffee etc.
Geographic: segmentation based on location.
Target market of INSCHILL cannot be segmented on
the basis of geography as people all over the world
prefer some drinks if they are chilled.

Behavioral: segmentation based on variables like

media usage, specific media usage, payment method,
loyalty status, usage rate, user situation.
For office the most suitable is magazine while for
households newspaper is the best front.
INSCHILL like other Haier product comes with the
feature of lease and easy installments.
For the ease of households credit cards are
entertained as well as cash payment.
Credit is allowed for offices to maintain long-term
relationships.
 POSITIONING

Positioning basically deals with making the right

image of the product in the minds of consumers at
large.

Proper positioning strategy is to be made so that

firm’s product is clearly distinguished from that of
competitors and more preference must be given to
company’s product.
Products can be positioned in five ways:
 by focusing on their superiority to competitive
products based on one or more attributes
 products can be positioned on the basis of use or
application
 on the basis of particular types of product users
 on the basis of product class and
 lastly on the basis of direct competitors.
INSCHILL’s positioning focuses basically on two
components of positioning types.

Firstly, superiority to competitive products and

secondly on the basis of use or application.

INSCHILL can be positioned on the basis of use or

application as well.
 COMPETITOR ANALYSIS

Inschill will compete in the electronic applianes

industry.

INSCHILL is a product new to the world and

consumers so it has no direct competitors at this
point in time.

The indirect competitors are basically refrigerators,

deep freezers or ice used by local consumers.
 FIVE COMPETITIVE FORCES

Existing competitive rivalry between

suppliers: Haier need a strong suppliers base for
promoting and increasing sales of INSCHILL
otherwise product can loose out in the initial stages.
Threat of new market entrants
Bargaining power of buyers
Power of suppliers
Threat of substitute products (including
technology change)
 MARKETING STRATEGY

A marketing strategy is a process that can allow

an organization to concentrate its limited resources
on the greatest opportunities to increase sales and
achieve a sustainable competitive advantage.

A marketing strategy should be centered around the

key concept that customer satisfaction is the main
goal
 SMART MARKETING OBJECTIVES

Specific: Our specific marketing objectives are to

reach out to potential markets as accurately as
possible and waste minimum time.
Measurable: We intend to achieve our measurable
objectives in terms of the sales revenue earned soon
after launch of INCHILL.
Attainable:The fixed cost must be covered by
attaining objectives of quick marketing, and effective
use of marketing skills to maximize sales.
Relevant: INSCHILL fits in perfectly with the
marketing objectives of Haier.

Time: All this needs to be achieved within ten to

twelve months after launch of our product and it is
our desire and strong commitment to do everything
according to this time frame.
 PRICING

INSCHILL will make use of penetration pricing as it is

priced at Rs. 15000/.
Penetration pricing is the pricing technique of setting
a relatively low initial entry price, often lower than the
eventual market price, to attract new customers.
The strategy works on the expectation that customers will
switch to the new brand because of the lower price.
Penetration pricing is most commonly associated with a
marketing objective of increasing market share or sales
volume, rather than to make profit in the short term.
 PROMOTION

For promotion of our product we intend to use television

commercials, banners, personal selling, billboards,
brochures and direct selling.
As our target markets are households and offices
personal selling is very effective for offices.
Along with personal selling another way of marketing our
product are brochures for offices and households, both.
The services we provide with brochures are that we offer
delivery free of cost in major cities that are provincial
capitals across the country.
 DISTRIBUTION

Distribution of our product would be available

throughout Pakistan.
This includes free delivery in major cities but other
can also order at an additional cost equivalent to
transportation costs from the nearest major city.
INSCHILL will follow a push strategy.
Push strategy in marketing is used when there has
been developed or improved a new product which is
unknown to the consumer.
As there is no consumer demand in the product
launch, the product and the information are
"pushed" to the consumer by distribution and
promotion.
POSTERS
Billboard
TVC
 Marketing wing of Haier’s INSHILL

GM Marketing
Haier

Brand manager
Inschill

Manager marketing
Inschill

Asst Brand Asst Brand manager

manager(prod and fin) (marketing)

Junior
manager(marketing)
Supervisor (sales and
marketing)
BUDGETING of INSCHILL
FIRT MONTH
SALES AND PROFTS FORECAST:
RS
000's
SALES(@15000 each) 225000

Less:  

COST OF GOOD SOLD(@ 75000

5000 each)
   

GROSS PROFIT(margin 150000

66.7%)
   

EXPENSES:  

TOTAL MARKETING COST 45500

GENERAL EXPENSES 7500

Other 1500

   

NET PROFIT( for 1 month) 95500

 Marketing cost break-up
RS 000's

ADVERTISING(TVC and BILLBOARDS) 32000

Direct mkting 2500

Internet mktng 5000

Consumer Promotion 2000

Trade promotion 1000

salesforce expenses 500

public relations 500

customer service 1000

other 1000

TOTAL MARKETING COST 45500

ADVERTISING:

At (400000@10) 4000

at (450000@10) 4500

at & peshawer(300000@5) 3000

at (200000@5) 1000

at (150000@5) 750
First six months profit and sales break-up
Rs 000's

Sales(@15000 each) 1500000

   

Less:  

   

Cost of good sold(@5000) 500000

Gross Profit 1000000

Less:  

Marketing expenses 199000

General expenses 10000

others 2500

   

Net Profit 788500

Marketing cost for 6 months
RS 000's

ADVERTISING(TVC and BILLBOARDS) 175000

Direct mkting 4000

Internet mktng 5000

Consumer Promotion 3000

Trade promotion 3000

salesforce expenses 2500

public relations 3000

customer service 2500

other 1000

total marketing cost 6 months 199000

Advertsing cost : rs 000's

at (300000@20) 60000

at (400000@15) 60000

at islambad and peshawer(300000@10) 30000

at (150000@10) 15000

at (100000@10) 10000
 CONTINGENCY PLAN

Contingency plan is a plan made of what actions to

be taken if product fails in the market after its entry
to the market.
If INSCHILL fails in the market the first step which
company is likely to take are changing two of the P’s
out of total of four P’s.
The first P which is most likely to be altered is the
promotion.
Second P of the four P’s which will be likely changed
is the Price component.
 Recommendations

Advertise INSCHILL separately from other products

of Haier

Increase the number of cities in which INSCHILL is

sold

Produce INSCHILL in various colours to attract

various groups
Put greater emphasis on the channel of distribution

Increase expenditure on personal selling and direct

marketing

Make separate blogs and websites for INSCHILL so

that customers have a platform to raise the positive
and negative aspects of INSHILL