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Motives behind brand
building
Began in mid 1990’s when CEO
Zhang was dissapointed with
Chinese markets:Price
wars,shrinking profits
He felt China’s entry into WTO in
2001 was more a challenge than
opportunity due to competition
from MNC’s,critical anti-dumping
regulations & non-trade barriers
on global markets
Strategic Branding
decisions while going
international
Market first,profits second
Three phases of brand building:
seeding,rooting & harvesting
Difficult things first,easier steps
later
Balanced growth
Observe & digest-imitate-design
them independently
Focus on quality
Break in with 1 product
Niche marketing
Haier American Trading as a JV
Brand Innovation
Product Mass Customization:
Compact rerigerators in college
dormitory rooms
Sensitive to needs along with
providing aesthetic value.E.g-
Wine cooler
Quick cycle of product
development
Innovation with Brewmaster &
refrigerater with fold-out table
for students
Some Innovative Products
Wine cellars
Beer Dispensers
Beverage centres
Cellular telephones
Water dispensers
Dish Washers
Refrigerators
Freezers
Fans
Rangehoods
All have good design & space utilization to
create value
Brand distribution
Internationalization strategy
Haier’s position in FDI
overseas
Technology Strategies For Successful
Internationalization
Trip to china
It attempts to blend the best of east and the
west in employee relations
The Future?????
Future…………
Haier has plants in 13 countries and sells its
products over 160 countries
Haier brand is on TV sets, air conditioners, mobile
phones, pc peripherals, restaurant chain, haier
brothers cartoon……
Goal is to get 10% of US market for standard-
sized refrigerators
Company is learning much from Nike and Dell
If it can survive in the united states and not dilute
its brand equity too much by trying to be all
things to all people, then a global brand will
emerge
Brand Strengths
Product innovation
Speed to market of new products
Passion of its people
Niche market strategy
Strength in low-end appliances
Decentralized sales and marketing
Ability to move the manufacturing plants away
from china
Brand weaknesses
Country of origin issue
Consistency of product quality across the markets is
still a bit suspect
Haier will have to take on the giant brands in mass-
as opposed to niche-product categories
Loss of focus in US market
Most design work is still done in china
Brand Architecture
Mainly Corporate branding
Shared branding