analysis of factors of brand boost

8/8/2019 Analysis of factors of Brand Boost

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2010

Mayur Agrawal

Haier (Inspired Living)

8/4/2010

BRAND AWARENESS & BRAND BOOST



2

Summer Training Report

On

“ BRAND BOOST ”

Submitted by:

Mayur AgrawalPGDM 2009-11

Under the supervision of: Faculty Guide:

Mr. Mudit Mathur Dr. Sapna Rakesh

Product Manager (Haier) Prof. Durba roy

In partial fulfillment for the requirement of the Two Year Full Time

Post Graduate Diploma in Management (PGDM)

At

I.T.S MOHAN NAGAR, GHAZIABAD



3

Preface

The New World order studies states that there is a difference between Educations, Knowledge

and Learning.

Vocational training is therefore provided to Management students to bridge the gap between

what we study into the classroom, our own knowledge and the actual business environment.

A study has been done on the market potential mapping of different products of dermatologyduring my summer training at Haier India Pvt Ltd., Ghaziabad.

This project gives me an opportunity to study the concepts of Marketing as a whole and interact

with the dealers and sales & distributors along with people in the market.

In this attempt all the significant and important data has been scripted down specifically. Hope

that the project will be able to provide whatever has been expected from me.



4

ACKNOWLEDGEMENT

This project was an insightful experience wherein I was made to realize the nuance and

dynamics of Brand Boost.

I would like to thank Mr. Mudit Mathur, Product Manager (Haier) for not only giving me the

opportunity to work on this project, but also providing me with sound guidance and the

necessary facilities to carry out the project. I thank him for giving me numerous assignments

beyond my project and expose me to the entire gamut of activities in the field of marketing and

made me to learn more beyond my project.

My sincere thank to Dr. Sapna Rakesh (Principal, UG, ITS) for his support and constant

guidance. His clarity of thought and penchant for details motivated me to work to the best of my

ability. My sincere thank to Prof. Durba Roy, who laid the stepping stone for me and gave

valuable guidance as a faculty guide whenever needed.

Last but not the least, thanks are also due to innumerable other people, including my faculties,

my friends and seniors whom I have not mentioned but nonetheless have played an important

role in making my summer training a memorable one.

Mayur Agrawal



5

TABLE OF CONTENTS

1. Executive Summary 6-8

1.1. Project Introduction

2. Company Profile 9-19

2.1. Haier Product Line

2.2. Product Profile

2.3. Services

2.4. Market Share

2.5. Industry Definition

2.6. Globe Issue

2.7. Growth Stages of Haier

2.8. Vision

2.9. Price

3. Objectives 204. Research Methodology 21-24

3.1 Primary Data

3.2 Research Design

3.3 Sampling Method

3.4 Sample Size

3.5 Sample Area

3.6 Research Process

3.7 Understanding the Project

3.8. Problem Definition and Research Design

3.9 Data Collection

4 SWOT 25-26

5 Finding And Analysis 27-54

6 Recommendations & Suggestion 55-57

7 Questionnaire 58-61

8 Limitation 629 Bibilography 63



6

1. Executive Summary:

In today’s market scenario there is dog bite dog competition therefor it is must for a company to

have full information about the opportunity and threat available in market. This enables the

company to exploit the fill potential of the market and to meet the customer’s need, want and

demand, so an effective research and analysis required on BRAND AWARENESS AND

BRAND VISION. After going through the complete profile of the Haier, I feel that company

required strong market survey on brand awareness and to boost the brand. It is always required to

have effective research to know the current position of the brand.

This project was undertaken for a period of around 5 weeks at Haier India Pvt. Ltd. for the partialfulfillment of the PGDM from ITS. The objective of the research is to find out the awareness,

market size, market potential, dealers and sales & distributors perception and the quality of the

Haier AC.

To complete this project a survey of dealers and sale & distributors are conducted in few city of

West Uttar Pradesh with the help of personal interview and designed questionnaire to get the

primary data for analysis.

In research, data was collected from Sahanapur, Deoband, Muzaffarnagar, Bijnore, Aligarh,

Bulandshahar, Meerut, Mathura and Agra interviewing dealers and sales & distributors in these

cities and questionnaire was filled by dealers and SSDs.

Once data was collected, analysis of the data in various terms such as market share , sales

volume , supply chain management , awareness, perception of dealers and SSDs along with

customers was done. We tried to figure out the problems and generated the recommendation for

those problems.



7

1.1. Project Introduction:

The challenge was not to track the market and collect sales data but to fathom the true perception

of the Dealers and sales & Distributors as well as Customers about the products and services

provided by the Haier India Pvt Ltd. and try to find out the perception in the context of Brand

Image, price and services. This project helped me to put a lot of bookish concepts into reality,

unlearn some and relearn others.

It involved detailed research work and deep understanding of the consumer’s mindset. The

corporate experience at Haier India Pvt. Ltd. was also enriching. Overall this project has helpedme to inculcate an indispensable understanding of the Indian markets and its consumers.

Basically I was responsible for carrying out an exploratory research to trace dealers and sales &

distributor’s psychology and various decision influencers, which are vital for being a dealers and

sales & distributors and making dealers interested of the particular brand of Air conditioners.

This project was intriguing because it involved a detailed project analysis followed by a study of

dealers and sales & distributors as well as consumer behavior, which lead to various reasons of

purchases and rejections.

AIR CONDITOINERS have one more network to reach to the customers, through sales and

service distributors (SSD). The difference between dealers and SSD is later provides after sales

service to the customers themselves without taking the help of service centers of the companies.

They get service commission from the brands which all they are keeping in the store for

providing this service to the customers.

This service commission is different for window ac and split ac. usually they get Rs. 400 and

Rs.600 on window and split air conditioners respectively.



8

Objective

• Find out the Market size of Haier AC along with other brand.

• Customers’ Acceptance of Haier AC.

• Dealers Acceptance of Haier AC.

• Price Comparison of Haier AC with other brand.

• Market Potential for Haier AC.



9

2. Company Profile:

Haier Appliances (India) P. Ltd Haier India started its commercial operations in January 2004

and is a 100 per cent subsidiary of the Haier Group. The India launch was started with innovative

products which were designed keeping the day to day customer needs in mind -- products that

will transform the customer's everyday living into inspired living. 'Products that will make your

today better than yesterday. ' Haier India launched BMR technology for the first time in India

followed by the Double Drive which is a newly patented technology. Haier clocked revenue of

about Rs 325 crore in calendar year 2008. Haier India is set to achieve sales of over Rs. 400

crores in calendar year 2009. Haier India also aims to achieve a leadership position in the next 3-

4 years in India and aims to be among the top 3 brands in Refrigerators, ACs and washing

Machines categories. The India operations already has an established dealer network of

approximately 1600 dealers all over the country, which is backed by a strong service and after

sales service network. Haier Products are available at all major retail outlets and in most of the

modern retail chains. As part of the company's plans to expand operations in the country, Haier

in August 2007 had acquired a manufacturing facility, located at Ranjangoan in Pune district of

Maharashtra. Spread over 40 acres of land, the plant has capability to manufacture Refrigerators,

CTVs and Washing Machines. Haier is upgrading the new facility with state-of-the-art

equipments to create a Research & Development facility for refrigerators. The facility was

acquired as a part of Purchase of Appliances Business of Anchor Daewoo Industries Limited by



10

Haier India. About Haier Group The Haier group was set up in 1984 in Qingdao of China. In

just over two decades as per Euromonitor Statistics of 2003, Haier was ranked as the 2nd largest

Home Appliances brand in the world and as per Euromonitor Statistics of 2008, Haier branded

refrigerators have been ranked as number one worldwide. The group has emerged as a top

multinational, manufacturing a wide range of home appliances and consumer electronics

products with 15 Industrial Parks globally including USA, Europe, Middle East, Africa, and

South Asia other than its robust presence in China. The company has its marketing and sales

network in 168 countries around the world, and in 2008, the group turnover aggregated US$ 17.9

billion. The product range comprises of over 15,100 models in 96 categories. On January 31,

2004, Haier was named one of the world’s 100 most recognizable brands and a global brand

name, listed by the World Brand Laboratory, one of the world’s leading brand evaluation

organizations. Haier’s international promotion framework encompasses global network for

design, production, and distribution and after sales services. Haier has established 18 design

institutes, 10 industrial complexes, 22 overseas production factories and 58,000 sales agents

worldwide. Haier’s current domestic market share for refrigerators, freezers, air conditioners and

washing machines is around 30%. Haier products are marketed in all top European chain super

markets as well as in top chains in Americas. Haier’s management philosophy and corporate

culture are admired and are the subject of research by overseas scholars. Haier’s achievements

and experiences have been incorporated into the archives and used as MBA teaching material by

Harvard University, the European Business College and Laussane Management College.



11

2.1 Haier Products Range Refrigerators Mini Bar

Direct Cool

Frost Free

Frost Free, Empress

BMR

BMR, Emicura

Side by Side

Side by Side, French Door

Side by Side, Coupe

Wine Cellar

Air Conditioners Window AC

Split AC

Cassette AC

Tower AC



12

Color TV

LED Television

LCD Television

Washing Machines

Semi Automatic Washer

Top Load Washer

Double Drive Technology

(Patented)

Front Load Washer

Water Heater

M Series

P Series



13

2.2. PRODUCT PROFILE

At its eight large production bases in China, Haier uses the world’s most advanced automatic

flexible production lines to ensure the delivery of large quantities of highly reliable air

conditioners, which are exquisite in quality and free of defects.

Besides producing commercial air conditioners Haier offers a great product line in room air

conditioners. Which are divided as window and split air conditioners.

Haier split AC:

Ionizer Series (HSU)

UV Ray Series(HSU-CV03-Y)

Plasma series(HSU-CRY03)

Inverter series(HSU-HO)

Significant characteristics:

Ionizer

Sleep mode

Dry mode

Anti bacteria filter

Child lock

Constant Temperature Dehumidification



14

Haier window AC:

Window AC (.075,1, 1.5,2.0) tonnage

Significant characteristics:

Ionizer

Auto Restart

Sleep Timer

Rotary Compressor

Fully functional LCD Remote

Dry Mode

Auto Restart

On/ off Timer

2.3. Services

With the concept of “customers as the foundation of growth”, Haier provides a one-stop star

service to its customers. In a joint survey conducted by the China Consumer Association and theChina Enterprise Research Centre of Tsinghua University on China’s domestic durable

commodities for 2003 and 2004, 8 of Haier’s product categories were ranked No. 1 for customer

satisfaction and overall satisfaction. Best-of-breed service solutions to its customers. Haier’s

service system runs throughout the production process from product design, production,

manufacturing, to pre-sale, under sales and after sales service. Since 2002, Haier has successfully

established a network of over 5,000 domestic professional service suppliers to deliver timely

customized service.

The company has got a dealer network of more than 1600 dealers all over the country.



15

Has got its presence in all the major cities of the country. The company has a strong

network that comprises of 18 branch offices, 25 warehouses and over 4,000 retail outlets.

2.4. Market share

Interpretation:

When we consider Haier as on global market, its biggest player all over the world and

enveloped the market.

Graph depicts, Haier marketing strategy, promotion and brand image is quite effective to

fascinate the customers.

Whirlpool and LG are on 2nd

and 3rd

position.

Haier, 5.1

Whirlpool, 4.5

LG, 4.3

GLOBAL SHARE IN PERCENTAGE

MARKET SHARE

Haier

Whirlpool

LG



16

Interpretation:

Graph depicts:

Haier which is globally NO-1, could hardly make 1.70% market share and not able to

envelope the market as worldwide.

Somehow Haier is lacking in terms of creating brand image, awareness, customer

satisfaction and in service.

In India, LG, which is globally No-3, has enveloped the market and is on top position in

Indian market.

25.20%

23.40%16.80%

15.10%

7.40%5.40%

Haier, 1.70%5.00%

MARKET PERCENTAGE

SHARE IN INDIA

LG

Whirlpool

Godrej

Samsung



17

2.5. INDUSTRY DEFINATION

2.6. GLOBAL ISSUE



18

2.7. Growth Stages of Haier

2.8. Vision

To be the Most admired brand in India providing innovative, state of the art, user friendly

products of lasting value to our customers, to make their today better than yesterday.



19

2.9. Haier Price:

Product Material Description MRP

Color TV 14 INCHES- 21INCHES 3990-10890

LCD 16 INCHES-42 INCHES 9990-54990

LED 22INCHES-46INCHES 18990-109990

SEMI WASHING MACHINE 6 KG- 7.2 KG 6490-9390

TOP LOAD 6- 6.5 KG 9990-20990

FRONT LOAD 17690-24590

REFRIGIRATORS 75-331 LT 6850-22990

REF. CVD MODEL 330-703 LT 32990-100000

SPLT AC 0.75 – 2.0 TONN 16990-59990

WINDOW AC 0.75- 2.0 TONN 11490-22490



20

Objectives of Research

• Find out the Market size of Haier AC along with other brand.

• Customers’ Acceptance of Haier AC.

• Dealers Acceptance of Haier AC.

• Price Comparison of Haier AC with other brand.

• Market Potential for Haier AC.



21

4. RESEARCH METHODOLOGY

Customer Satisfaction business relation with the dealers and sales & distribution is the crux of

the success of any company. To achieve success, Few Foremost things are to be in pace with the

awareness of the brand in the customers and dealers mind. Clear, consistent and systematic

improvement is necessary to demonstrate that brand awareness in the mind of customers and

dealers and sales & distribution is a strategic Business Objective.

Hence, a research should be a step towards the awareness of the expanding the brand image in

the mind of dealers and sales & distributors and customers as well. Just as many dissatisfied

dealers and sales & distributors switch to dealing in other brand, satisfied dealers may have been

in the habit of blaming distribution channel but never take initiative to convert consumers mind

to a particular brand. Hence, a detailed research is required to know as to what is lacking in the

system and what can be done thereof.

A recent study of the corporate world has clearly established the fact that only such of those

corporations which have given their dealers and sales & distribution as well as customers

maximum value for their money, have survived and further, only such of those companies that

have gone beyond the stage of satisfying the customers into delighting them by exceeding their

expectations have really grown beyond one’s wildest dreams.

This section of the project emphasizes on the procedure used to accomplish the project. To

accomplish the project some data have been collected. As i was assigned to collect data of the

dealers and sales & distributors mainly, the data collection was done on the basis of:

• Primary data.



22

4.1. Primary Data

Primary data generally means those raw data or data structures that are collected “first hand” and

have not had any previous meaningful interpretation. For my summer Internship Project Report,

I have collected such primary data through Questionnaire and through personal interaction with

dealers and sales & distributors.

4.2. Research Design

For this I have conducted structured interviews because my research topic could not have been

justified with an unstructured interviews cover.

4.3. Sampling method

For the structure interview, I have selected the judgmental sampling method because I got

various cities of West Uttar Pradesh.

4.4. Sample size

90 dealers and sales & distributors in various city.



23

4.5. Sample area

Saharanapur

Deoband

Muzaffarnagar

Bijnore

Meerut

Aligarh

Bulandshahar

Mathura

Agra

4.6. Research Process: - The project was completed in the following stages:

Stage 1:

4.7. Understanding the Project:-

Firstly I was enriched with the detailed information about the working procedure and the various

products of Haier India private limited. I was assigned for the Haier Air conditioner with ladenof product information.

This provided me with a better picture of the nature of the work to be done for Haier.



24

Stage 2:

4.8. Problem definition and research design:-

The objective was set and sampling, methodology was determined. In my research, Sample size

could not be set because I was assigned to meet sales and service distributors and dealers in the

various cities. And I could not predict about the number of sales and distributors and dealers in a

city until I met them. I prepared a well-defined questionnaire along under the guidance with my

project mentor.

Stage 3:

4.9. Data Collection:

Around 90 sales service distributors and dealers were visited with number of questions except

questionnaire. And data collection had done with the help of questionnaire and personal

interview. Respondents were actual sales and service distributors and dealers and few customers

were also noticed during buying air conditioners in showrooms.



25

SWOT ANALYSIS



26

Strength Globally No.1 brand in white goods. Advance and latest features.

Updated and latest technology.

Broad product line.

Diversified distribution channel.

Large number of sales outlet - 30 franchised stores & 5500 sales points.

Extensive sales network around the globe

Weakness Chinese Brand.

Unawareness about Haier products. Not much successful to establish as a brand in India.

Myth about quality and durability. Limited capture of Indian market. Not very effective distribution channel. Slow marketing and sales promotion. Quite less exclusive outlets in Indian market. Very less service center. Congruence is way off with dealers.

Opportunity Huge Indian market. High standard of living.

People accept and are aware of latest technology People believe in sales promotion and high marketing. Focus on push strategy.

Threat Other brands have already made their market. Competition with established brands. Threat of being Chinese brand.



27

FINDING & ANALYSIS



28

Market size in Agra

Interpretation

In Agra, Out of 41 dealers, only 2% dealers have Haier products. Haier could not make its presence in the market. Where in, Samsung is on top in terms of market size. LG and Videocon are on same position but second largest brand captured market.

Onida, Godrej, Carrier, Hitachi, Whirlpool and Llyod are also capturing market.

0

1

2

3

4

5

6

7

8

S a m s u n g

O n i d a

G o d r e j

c a r r i e r

v o l t a s

H a i e r

L G

H i t a c h i

P a n a s o n i c

W h i r l p o o l

B l u e s t a r

L l y o d

V i d e o c o n

O g e n e r a l

Agra

8

2

3

2

1 1

7

4

0

3

0

2

7

1

Series1



29

Market size in Saharanapur, Muzaffarnagar, Deoband, Bijnore

Interpretation

This chart carries the data of four cities, which have not a big market. Where,Saharanpur and Muzaffarnagar market is bigger than Deoband and Bijnore.

In these city also, Haier could not mark its presence but with the help of chart wecan see, Haier is equal to onida, carrier, ogeneral, sanyo and above few otherbrands.

In these cities, LG is a big player with 15% of dealers out of 65. Videocon and Samsung are second and third largest big player respectively.

0

2

4

6

8

10

12

14

16

S a m s u n g

O n i d a

G o d r e j

c a r r i e r

v o l t a s

H a i e r

L G

H i t a c h i

P a n a s o n i c

W h i r l p o o l

B l u e s t a r

L l y o d

V i d e o c o n

O g e n e r a l

s a n y o

K e n s t a r

Y o r k

T o s h i b a

SRE, DBD, BIJ, MZN

9

2

4

23

2

15

4

1

4

10

11

2 21 1 1

Series1



30

Market size in Mathura

Interpretation

Mathura is a biggest market for AC in sample cities, where Haier is at bottom in terms of market share.

In Mathura also, LG emerges as a biggest Brand with the 8% market share out of 36.

0

1

2

3

4

5

6

7

8

S a m s u n g

O n i d a

G o d r e j

c a r r i e r

v o l t a s

H a i e r

L G

H i t a c h i

P a n a s o n i c

W h i r l p o o l

B l u e s t a r

L l y o d

V i d e o c o n

O g e n e r a l

s a n y o

Mathura

5

1

2

1

4

1

8

1 1

4

1

0

4

2

1

Series1



31

Market size in Meerut

Interpretation

Meerut is a class city for Air conditioner market. And in Meerut, Haier Air conditioner is lacking behind with 2% dealers out of 41. Where, LG is market leader with 8% dealers. Samsung and Videocon is second largest player and very close to LG. Carrier, Voltas, Ogeneral is following.

0

1

2

3

4

5

6

7

8

S a m s u n g

O n i d a

G o d r e j

c a r r i e r

v o l t a s

H a i e r

L G

H i t a c h i

P a n a s o n i c

W h i r l p o o l

B l u e s t a r

L l y o d

V i d e o c o n

O g e n e r a l

s a n y o

K e n s t a r

Y o r k

T o s h i b a

Meerut

6

2

0

5 5

2

8

3

0

1

2 2

6

4

0

1

0 0

Series1



32

Market size in Aligarh

Interpretation

Aligarh is not as big market as Meerut, here, Haier again leading with 2% dealers out of 32.

Where, out of 32 dealers, 9% dealers deal with LG successfully. LG again is a marketleader.

In Aligarh, Samsung and Hitachi is second largest player.

0

1

2

3

4

5

6

7

8

9

S a m s u n g

O n i d a

G o d r e j

c a r r i e r

v o l t a s

H a i e r

L G

H i t a c h i

P a n a s o n i c

W h i r l p o o l

B l u e s t a r

L l y o d

V i d e o c o n

O g e n e r a l

s a n y o

K e n s t a r

Y o r k

T o s h i b a

Aligarh

6

0 0

1

4

2

9

6

1 1

0 0

2

0 0 0 0 0

Series1



33

Market size in Bulandshahar

Interpretation

Haier is unable to make it presence in Bulandshahar market. In Bulandshahar, Samsung and LG are market leader along with 4-4% dealers out of 22. Voltas and Videocon are close to Samsung and LG.

0

0.5

1

1.5

2

2.5

3

3.5

4

S a m s u n g

O n i d a

G o d r e j

c a r r i e r

v o l t a s

H a i e r

L G

H i t a c h i

P a n a s o n i c

W h i r l p o o l

B l u e s t a r

L l y o d

V i d e o c o n

O g e n e r a l

s a n y o

K e n s t a r

Y o r k

T o s h i b a

Bulandshahar

4

1 1 1

3

1

4

1

0

1

0 0

3

2

0 0 0 0

Series1



34

What makes dealers interested to the particular Brand?

Interpretation

According to dealers and sales & service distributors surveyed, Mostly dealers and sales &distributors agree that all points (Good will of the company, customer preference, good salespromotion, attractive sales margin and availability of service center) fascinate them and arerequired.

In Agra, 6% dealers consider all points are necessary.

Where, 5% dealers say, customer preference is the best part, which makes them thedealers of the particulars brand.

0

1

2

3

4

5

6

Good Will

of the

company

Customer

prefrence

Good sales

promotion

Attractive

Sales

Margin

Availability

of service

center

All

Agra

2

5

3 3

1

6

Series1



35


Interpretation

This data is of four cities, which depicts:

10% dealers agree on all points Whereas, customer preference and good sales promotion is very important with the data

8% & 7% respectively.

0

1

2

3

4

5

6

7

8

9

10

Good Will

of the

company

Customer

prefrence

Good sales

promotion

Attractive

Sales

Margin

Availability

of service

center

All

SRE, MZN, BIJ,DBD

1

8

7

4

3

10

Series1



36


Interpretation

In Mathura, 7% dealers consider customer preference is the best part, which makes thema dealer of the particular brand.

5% dealers say, good sales promotion is required.

0

1

2

3

4

5

6

7

Good Will

of the

company

Customer

prefrence

Good sales

promotion

Attractive

Sales

Margin

Availability

of service

center

All

Mathura

0

7

5

2

3

2 Series1



37


Interpretation:

In Meerut, Customer preference is at top with the 8% of choice. Whereas, Good sales promotion, Availability of service center is at 2nd choice with 6%.

0

1

2

3

4

5

6

7

8

Good Will

of the

company

Customer

prefrence

Good sales

promotion

Attractive

Sales

Margin

Availability

of service

center

All

Meerut

3

8

6

3

6 6

Series1



38


Interpretation:

Though, Aligarh is not a big market but in comparison of Bijnore, Muzaffarnagar, this isquite big.

In Aligarh, Dealers and sales & service distributors focus on all point to be a dealer of theparticular brand.

Customer preference and availability of service center are at second priority of dealers.

0

1

2

3

4

5

6

7

8

9

Good Will

of the

company

Customer

prefrence

Good sales

promotion

Attractive

Sales

Margin

Availability

of service

center

All

Aligarh

2

4

0

2

4

9

Series1



39


Interpretation:

Customer preference and availability of service center are at first and second positionrespectively.

In nut shell, considering all sample areas, Mostly dealers and sales & distributors focuson customer preference and the availability of service center.

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

Good Will

of the

company

Customer

prefrence

Good sales

promotion

Attractive

Sales

Margin

Availability

of service

center

All

Bulandshahr

3

5

3 3

4

2

Series1



40

Comparison of Haier with other brands

Interpretation:

Haier AC was compared with other brands on five bases (Very good, Good,

Satisfactory, Not satisfactory, Cannot say.).

In Agra, 62% of dealers have no opinion about Haier AC. As they have not dealt

in Haier brand. Considering this 62%, Haier has opportunity to capture these

dealers.

As Agra is “A” class city in terms of AC sale.

Very Good

0%

Good

0%

Satisfactory

15%

Not Satisfactory

23%Can Not say

62%

Very Good

Good

Satisfactory

Not Satisfactory

Can Not say

Agra



41


Interpretation:

In Muzaffarnagar, Bijnore, Saharanpur and Deoband 57% of dealers have no

opinion about Haier AC.

It shows, if Haier focus on these 57% dealers, it could be beneficial for Haier.

Very Good

0%

Good

13%

Satisfactory

4%

Not Satisfactory

26%

Can Not say

57%

Very Good

Good

Satisfactory

Not Satisfactory

Can Not say

MZN,BIJ,SRE,

DBD



42


Interpretation:

Again like other sample city, Dealers are unaware of Haier ACs, though Mathura

seems one of the biggest market for ACs in West Uttar Pradesh.

Mathura is “A” class city in respect of AC sale and market.

Where, 46% dealers have no opinion about Haier and 36% dealers says, the

product is not satisfactory.

Very Good

0%

Good

0%

Satisfactory

18%

Not Satisfactory

36%

Can Not say

46%Very Good

Good

Satisfactory

Not Satisfactory

Can Not say

Mathura



43


Interpretation:

Meerut is also one of the biggest market for AC. But Mostly dealers have

nagative perception about Haier.

Though, 7% of the dealers have positive image about Haier and they say, Haier is

better than other brand.

And 20% dealers says, Haier ACs are satisfactory in comparison of other brands.

Very Good

0%

Good

7%Satisfactory

20%

Not Satisfactory

46%

Can Not say

27%

Very Good

Good

SatisfactoryNot Satisfactory

Can Not say

Meerut



44


Interpretation:

In Aligarh, only 14% of the dealers have positive image about Haier and they have views

in terms of Good and Very Good.

Whereas, 43% dealers and sales & distributors have no opinion about Haier AC and 36%

dealers says, Haier AC is not satisfactory.

Overall, In Aligarh, Dealers and sales & distributors have almost mix perception about

Haier AC.

Very Good

7%

Good

7%

Satisfactory

7%

Not Satisfactory

36%

Can Not say

43% Very Good

Good

Satisfactory

Not Satisfactory

Can Not say

Aligarh



46

Brand liking by dealers

Interpretation:

If we consider Agra, one of the biggest markets for ACs, Dealers are not

interested in dealing with Haier brand.

In Agra, Dealers mostly deals in LG.

Samsung is on second position Hitachi is also very close to Samsung and LG.

7%

23%

8%

0%

31%

8%

8%

15%

Onida

Samsung

Videocon

HaierLG

Llyod

carrier

Hitachi

AAggrraa



47


Interpretation:

In nut shell, Saharanpur, Muzaffarnagar, Deoband and Bijnore are not so big

market and Even Haier is far behind of LG and Videocon but still Haier is

competing with few other brands like Samsung, Llyod, Hitachi etc.

LG and Videocon are on first and second position with 35% and 22%.

In other words, we can assume that people may be price conscious in these cities.

0% 7%

22%

6%

35%

0%

6%

3%

3%

6%

6%

6%Onida

Samsung

Videocon

Haier

LG

Llyod

carrier

Hitachi

Godrej

Bluestar

Whirlpool

Ogeneral

BIJ,MZN,SRE,DBD



48


Interpretation:

In Mathura, Haier is not marking its presence.

Where, LG is first most choice of Dealers and sale & distributors in biggest market of

West UP.

7%

7%

7%

0%

36%0%

7%

7%

0%0%

15%

7%

7%

Onida

Samsung

Videocon

Haier

LG

Llyod

carrier

Hitachi

Goodrej

Bluestar

Whirlpool

Ogeneral

Panasonic

Mathura



49


Interpretation:

In Meerut, Haier is at equal stage with Videocon, Samsung, Llyod etc. with 12% of

dealers liking.

Again, LG is leading in AC market.

0%12%

12%

12%

29%

12%

17%

0%0%0%0%0%0%6%

Onida

Samsung

Videocon

Haier

LG

Llyod

carrier

Hitachi

Goodrej

Bluestar

Whirlpool

Ogeneral

Panasonic

Voltas

Meerut



50


Interpretation:

In Aligarh, Haier could not fascinate dealers.

Where, LG, Videocon and Voltas are market leaders.

0%0%

25%

0%

25%

0%0%0%0%0%12%

13%

0%

25%

Onida

Samsung

Videocon

Haier

LG

Llyod

carrier

Hitachi

Goodrej

Bluestar

Whirlpool

Ogeneral

Panasonic

Voltas

Aligarh



51


Interpretation:

Haier is lagging behind in Bulandshahar market but still maintain its liking in the mind of

dealers.

LG, Samsung are respectively at first and second position.

0%

19%

6%

6%

37%

0%

6%

13%

0%0%0%0%0%

13%

Onida

Samsung

Videocon

Haier

LG

Llyod

carrier

Hitachi

Goodrej

Bluestar

Whirlpool

Ogeneral

Panasonic

Voltas

Bulandshahar



52

Customer liking about Haier AC

Interpretation:

This bar graph depicts:

In Agra, Mostly customers have no opinion about Haier AC as they don’t seeadvertisement and promotion in market.

And 5% customers says Hair AC’s performance is not satisfactory.

At the same point, 2% of customers are satisfied with Haier AC. If we consider all sample cities, we find customers have no information and opinion

about Haier except in Meerut and Bulandshahar.

0

2

4

6

8

10

12

14

0

1

0 0 0 00

1

0

1 1

0

2

5

3

2 2

1

5

3

2

7

5

4

6

14

6

5

6

3

Very Good

Good

Satisfactory

Not Satisfactory

Can Not say



53

Customers interest in Haier Ac.

Interpretation:

Almost every city except Aligarh, customers have no idea and opinion about Haier AC. But in Saharanpur, Bijnore, Deoband and Muzaffarnagar 1% of the customers have quite

positive image of Haier AC in their mind. At the second stage, Customers are not satisfied with the quality and performance of

Haier AC.

Dealers are not fully satisfied with Haier’s marketing Strategies and they want moreadvertisements of Haier because it’s not a well-known brand between people. Haierneeds to do more advertisements of its brand.

0

5

10

15

20

25

0 1 0 0 0 001

0 1 0 12

4

3 22 0

2

4

2 1

7

3

9

14

611

5

4

Can Not say

Not Satisfactory

Satisfactory

Good

Very Good



54

Price comparison

Interpretation:

Haier has low price strategy, which is appropriate for Indian market. Haier must promote its low price strategy to the Indian consumers. As Videocon is successfully promoting its low price strategy and

fascinating Indian consumers.

0

5000

10000

15000

20000

25000

Agra

SRE,BIJ,DBD,MZN

Mathura

Meerut

Aligarh

Bulandshahr



55

RECOMMENDATIONS

&SUGGESTIONS



56

• More service centers, Product and service go one after the other. Not only offering

quality product mere satisfy the customer. The service center network is rarely found in

Saharanapur, Muzaffarnagar, Bijnore, Meerut, Deoband, Bulandshahar, Aligarh,

Mathura, and Agra region.

As LG, Videocon, Samsung have made excellent service network in every possible city

and within 12 hours of a phone call, service is provided to the customer at their door step.

• Extensive marketing to create awareness about product, Haier is a globally successful

but not that success in India due to its wrong positioning in the minds of customer.

More and more promotional activates are required to create awareness. Brand

endorsements, recently Bollywood jam John Abraham is hired as a brand ambassador for

promoting LED Televisions.

• Feedback, Customer Relationship Management (CRM) need to be maintain with the help

of consumer feedback, so that Haier can have the direct/indirect feedback from the

consumer. And company can work upon and R&D to quality, price, promotion,

distribution, supply chain management, etc. better.

• Durability, considering the mind of Indian consumers, Product durability is quite major

factor. Heavy products are demanded in India.



57

• Rural market, as Videocon ACs are cheaper than other brand and middle class generally

focus on cheaper brand. Haier has option to penetrate in rural market also. Videocon has

done and successful to capture this segment of customers.

• Distribution channel, thought Haier has effective distribution channel but it needs to to

be improved more. Good tuning with the dealers are required in order to spread their

availability of the products in every nooks and corner.

Considering Saharanapur, Muzaffarnagar, Bijnore, Meerut, Deoband, Bulandshahar,

Aligarh, Mathura, and Agra, region the tuning with the dealers and SSD are not as

effective as other brands have.

• Chinese brand, being a Chinese product, Haier has a less demand in India as compared

to its worldwide share. Indian customers have negative image and perception of products

in their mind due to Chinese background. Few steps are required to reposition the image

of the brand in customer’s mind.

• More R&D Centre Continuous research and development is important for a product to

survive in the market and cater the customers need. More research centers need to be

established by Haier to improve the quality of product and find out the reasons of less

market.



58

Questionnaire



59

YOUR SUGGESTION VALUES TO US

1. What are the brands of AC you keep in your store?

1) SAMSUNG 8) VIDEOCON

2) ONIDA 9) OGENERAL

3) GOODREJ 10) PANASONIC

4) CARRIER 11) HITACHI

5) VOLTAS 12) WHIRLPOOL

6) HAIER 13) BLUE STAR

7) LG 14) OTHERS (specify)………………

2. What type of air conditioners you keep in your store?1) WINDOW A.C 3) TOWER A.C

2) SPLIT A.C 4) CASSATTE A.C

3. How much tones of window A.C are available?

1) .75 3) 1.5

2) 1.0 4) 2.0

4. Which ton of window A.C is mostly sold?

5. How much ton of split A.C is available in your store?

1) .75 1.5

2) 1.0 2.0

6. Which ton of split A.C is mostly sold?

7. Do you provide after sales services also?

1) YES NO

8. For which brands you provide after sales services?



60

9. What made you to become a sales and service distributor of this brand?

1) GOODWILL OF THE COMPANY

2) CUSTOMER PREFRENCE

3) GOOD SALES PROMOTION

4) ATTRACTIVE SALES MARGIN

5) AVALIABILTY OF SERVICE CENTER ALL OVER

6) ALL OF THE ABOVE

10. How would you rank “HAIER” as compare to other brand of AC?

1) VERY GOOD 4) NOT SATISFACTORY

2) GOOD 5) CAN’T SAY

3) SATISFACTORY

11. What is customer’s feedback about HAIER?



3) SATISFACTORY

12. What is customer’s prospective about HAIER?



3) SATISFACTORY

13. What do customers prefer while buying AC?

1) PRODUCT 3) PRICE

2) QUALITY 4) AFTER SALE SERVICE

3) SERVICE CENTRE 6) ALL OF THE ABOVE

14. What do other brands provide, which HAIER does not provide?

………………………………………………………………………………………………………

………………………………………………………….……………………………………………

15. In your point of view, what HAIER should do to increase its sales?

………………………………………………………………………………………………………

………………………………………………………….……………………………………………

16. What Brand of AC do you recommend to the customers? Why?

…………….…………………………………………………………………………………………



61

The above given details will be kept confidential; no misuse of any information will be done as they are

just a part of survey. THANKS FOR YOUR KIND COOPERATION. (Brand Boost)

THANKS A LOT.

NAME OF THE SALES & SERVICE DISTRIBUTOR (SSD)

………………………………………………………………………………………………………………

LCOATION: ………………………………………………………………………………………………

CONTACT NO. …………………………………………



62

Limitation

1. Respondents were not that influenced to give proper information, about the brands they are

keeping in their store.

2. Nobody was ready to reveal the dealer price, which was required for research.

3. Dealers and sales and service distributors were not reluctant to have Haier products.

4. Dealers and sales & distributors are merely interested in providing details about the products.



Bibliography

WEBLINKS

www.haierindia.com/product/air conditioners

www.//HAIER/ACs/Haier Air Conditioner Price Cost in India.htm

www.wikipedia.com/haier

BOOKS

MARKETING MANAGEMENT - PHILIP KOTLER

MARKETING RESEARCH – Naresh k Malhotra

analysis of factors of brand boost

Documents