Analysis of Factors of Brand Boost

2010
BRAND AWARENESS & BRAND BOOST
Mayur Agrawal
Haier (Inspired Living)
8/4/2010
Summer Training Report
On
“BRAND BOOST”
Submitted by:
Mayur Agrawal
PGDM 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
2
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 dermatology
during 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.
3
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
4
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 20
4. 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 62
9 Bibilography 63
5
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 partial
fulfillment 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.
6
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 helped
me 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.
7
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.
8
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
9
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.
10
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
11
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
12
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
13
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 the
China 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.
14
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
GLOBAL SHARE IN PERCENTAGE

MARKET SHARE
LG, 4.3 Haier, 5.1

Haier
Whirlpool
Whirlpool, 4.5 LG
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.
15
MARKET PERCENTAGE
SHARE IN INDIA
Haier, 1.70%
5.00%
5.40% LG
7.40%
25.20%
Whirlpool
15.10%
23.40%
16.80% Godrej
Samsung
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.
16
2.5. INDUSTRY DEFINATION
2.6. GLOBAL ISSUE
17
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.
18
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
19
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.
20
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.
21
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.
22
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 laden
of product information.
This provided me with a better picture of the nature of the work to be done for Haier.
23
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.
24
SWOT ANALYSIS
25
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.
26
FINDING & ANALYSIS
27
Market size in Agra
8
8
7 7
7
5
4
4
3 3
3 Series1
2 2 2
2
1 1 1
1
0 0
0
Whirlpool
Onida
Llyod
voltas
LG
carrier
Ogeneral
Haier
Hitachi
Panasonic
Bluestar
Godrej
Videocon
Samsung
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.
28
Market size in Saharanapur, Muzaffarnagar, Deoband, Bijnore
16
14
12
10
8 15
6 11 Series1
9
4
2 4 4 4
3
2 2 2 2 2
1 1 1 1 1
0 0
voltas
carrier
Ogeneral
Samsung
Hitachi
Panasonic
Kenstar
Godrej
Whirlpool
Bluestar
sanyo
York
Onida
Toshiba
Llyod
Videocon
LG
Haier
SRE, DBD, BIJ, MZN
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 we
can see, Haier is equal to onida, carrier, ogeneral, sanyo and above few other
brands.
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.
29
Market size in Mathura
8
8
6
5
5
4 4 4
4
3
2 2 Series1
2
1 1 1 1 1 1 1
1
0
0
voltas
Ogeneral
Samsung
carrier
Haier
Hitachi
Panasonic
Godrej
Whirlpool
Bluestar
sanyo
Onida
Llyod
Videocon
LG
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.
30
Market size in Meerut
8
8
7
6 6
6
5 5
5
4
4
3
3 Series1
2 2 2 2
2
1 1
1
0 0 0 0 0
0
carrier
Kenstar
Godrej
sanyo
York
Onida
Toshiba
Llyod
voltas
Videocon
LG
Ogeneral
Samsung
Haier
Hitachi
Panasonic
Whirlpool
Bluestar
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.
31
Market size in Aligarh
9
9
8
7
6 6
6
5
4
4
3 Series1
2 2
2
1 1 1
1
0 0 0 0 0 0 0 0 0
0
York
voltas
Ogeneral
Samsung
carrier
Haier
Hitachi
Panasonic
Kenstar
Godrej
Whirlpool
Bluestar
sanyo
Onida
Toshiba
Llyod
Videocon
LG
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 market
leader.
In Aligarh, Samsung and Hitachi is second largest player.
32
Market size in Bulandshahar
4 4
4
3.5
3 3
3
2.5
2
2
1.5 Series1
1 1 1 1 1 1
1
0.5
0 0 0 0 0 0 0
0
voltas
Ogeneral
Samsung
carrier
Hitachi
Kenstar
Godrej
Whirlpool
Bluestar
sanyo
York
Onida
Toshiba
Llyod
Videocon
LG
Haier
Panasonic
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.
33
What makes dealers interested to the particular Brand?
6
6
5
5
4
3 3
3
2
Series1
2
1
1
0
Good Will Customer Good sales Attractive Availability All
of the prefrence promotion Sales of service
company Margin center
Agra
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 sales
promotion, attractive sales margin and availability of service center) fascinate them and are
required.
In Agra, 6% dealers consider all points are necessary.
Where, 5% dealers say, customer preference is the best part, which makes them the
dealers of the particulars brand.
34
10
10
9 8
8 7
7
6
5 4
4 3 Series1
3
2 1
1
0
SRE, MZN, BIJ,DBD
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.
35
7
7
6
5
5
4
3
3
2 2 Series1
2
1
0
0
Mathura
Interpretation
In Mathura, 7% dealers consider customer preference is the best part, which makes them
a dealer of the particular brand.
5% dealers say, good sales promotion is required.
36
8
8
7
6 6 6
6
4
3 3
3 Series1
0
Meerut
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%.
37
9
9
8
7
6
5 4 4
4
Series1
3 2 2
2
1 0
0
Aligarh
Interpretation:
Though, Aligarh is not a big market but in comparison of Bijnore, Muzaffarnagar, this is
quite big.
In Aligarh, Dealers and sales & service distributors focus on all point to be a dealer of the
particular brand.
Customer preference and availability of service center are at second priority of dealers.
38
5
5
4.5 4
4
3.5 3 3 3
3
2.5 2
2 Series1
1.5
1
0.5
0
Bulandshahr
Interpretation:
Customer preference and availability of service center are at first and second position
respectively.
In nut shell, considering all sample areas, Mostly dealers and sales & distributors focus
on customer preference and the availability of service center.
39
Comparison of Haier with other brands
Very Good Good

0% 0%
Satisfactory
15%
Very Good
Not Satisfactory
23% Good
Can Not say
62% Satisfactory
Not Satisfactory
Can Not say
Agra
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.
40
Very Good
0%
Satisfactory
Good 4%
13%
Very Good
Can Not say Not Satisfactory Good

57% 26% Satisfactory
Not Satisfactory
Can Not say
MZN,BIJ,SRE,
DBD
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.
41
Very Good Good

0% 0%
Satisfactory
18%
Can Not say
Very Good
46%
Good
Not Satisfactory Satisfactory

36% Not Satisfactory
Can Not say
Mathura
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.
42
Very Good
0%
Good
Can Not say 7%
27% Satisfactory
20%
Very Good
Good
Satisfactory
Not Satisfactory
Not Satisfactory
Can Not say
46%
Meerut
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.
43
Good
7%
Very Good
7% Satisfactory
7%
Can Not say
43% Very Good
Good
Satisfactory
Not Satisfactory
36% Not Satisfactory
Can Not say
Aligarh
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.
44
Very Good Good

0% 0%
Can Not say Satisfactory

25% 25%
Very Good
Good
Satisfactory
Not Satisfactory
Not Satisfactory
50% Can Not say
Bulandshahar
Interpretation:
In Bulandshahar also the percentage of satisfactory and cannot say opinion
dealers are at equal stage.
Even with the view of not satisfactory dealer’s percentage is higher than others.
45
Brand liking by dealers
Agra
7%
15%
Onida
Samsung
8% 23%
Videocon
Haier
8% LG
Llyod
carrier
8%
Hitachi
0%
31%
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.
46
BIJ,MZN,SRE,DBD
Onida
6% 0% 7%
Samsung
6%
Videocon
6%
22% Haier
3% LG
3% Llyod
carrier
6%
Hitachi
0% 6%
Godrej
Bluestar
Whirlpool
35%
Ogeneral
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.
47
Onida
Mathura Samsung
7% 7%
Videocon
7% 7%
Haier
7% LG
15% 0% Llyod
carrier
0% Hitachi
7% Goodrej
Bluestar
7% 36%
0% Whirlpool
Ogeneral
Panasonic
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.
48
Meerut
Onida
Samsung
0%
0% 6% 12% Videocon
Haier
17%
LG
12%
Llyod
carrier
Hitachi
12% 12% Goodrej
Bluestar
Whirlpool
Ogeneral
29%
Panasonic
Voltas
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.
49
Aligarh Onida
Samsung
0% Videocon
25% 25% Haier

LG
Llyod
carrier
0% 0%
Hitachi
Goodrej
13%
Bluestar
25% Whirlpool
12% Ogeneral
0%
Panasonic
Voltas
Interpretation:
In Aligarh, Haier could not fascinate dealers.
Where, LG, Videocon and Voltas are market leaders.
50
Bulandshahar Onida
Samsung
0% Videocon
13%
19%
0% Haier
LG
13% Llyod
6%
carrier
Hitachi
6% 6%
Goodrej
0%
Bluestar
Whirlpool
37% Ogeneral
Panasonic
Voltas
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.
51
Customer liking about Haier AC
14
14
12
10
8 7 Very Good
6 6 6
Good
6 5 5 5 5
4 Satisfactory
4 3 3 3 Not Satisfactory
2 2 2 2 Can Not say
2 11 1 1 1
00 00 0 0 00
0
Interpretation:
This bar graph depicts:
In Agra, Mostly customers have no opinion about Haier AC as they don’t see
advertisement 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.
52
Customers interest in Haier Ac.
25
20
14
15 Can Not say
5 Not Satisfactory
10 11
9 4 6 Satisfactory
7 4 Good
5 4 2
2 1 Very Good
2 3
2 1 3 2 0
0 1 0 1
0 0 1
0
0
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 more
advertisements of Haier because it’s not a well-known brand between people. Haier
needs to do more advertisements of its brand.
53
Price comparison
25000
20000
Agra
15000
SRE,BIJ,DBD,MZN
Mathura
10000 Meerut
Aligarh
5000 Bulandshahr
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.
54
RECOMMENDATIONS
&
SUGGESTIONS
55
• 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.
56
• 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.
57
Questionnaire
58
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?
59
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?

…………….…………………………………………………………………………………………
60
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. …………………………………………
61
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.
62
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
63

Analysis of Factors of Brand Boost

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2010

BRAND AWARENESS & BRAND BOOST

Under the supervision of: Faculty Guide:

Mr. Mudit Mathur Dr. Sapna Rakesh

Product Manager (Haier) Prof. Durba roy

Post Graduate Diploma in Management (PGDM)

I.T.S MOHAN NAGAR, GHAZIABAD

dynamics of Brand Boost.

made me to learn more beyond my project.

valuable guidance as a faculty guide whenever needed.

role in making my summer training a memorable one.

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

• Customers’ Acceptance of Haier AC.

• Dealers Acceptance of Haier AC.

• Price Comparison of Haier AC with other brand.

• Market Potential for Haier AC.

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

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

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

Top Load Washer

Double Drive Technology

Front Load Washer

Haier split AC:

Ionizer Series (HSU)

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

2.4. Market share

GLOBAL SHARE IN PERCENTAGE

LG, 4.3 Haier, 5.1

2.6. GLOBAL ISSUE

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

• Customers’ Acceptance of Haier AC.

• Dealers Acceptance of Haier AC.

• Price Comparison of Haier AC with other brand.

• Market Potential for Haier AC.

4.2. Research Design

4.3. Sampling method

4.4. Sample size

90 dealers and sales & distributors in various city.

4.7. Understanding the Project:-

4.8. Problem definition and research design:-

4.9. Data Collection:

Opportunity Huge Indian market.

In Agra, Out of 41 dealers, only 2% dealers have Haier products.

SRE, DBD, BIJ, MZN

Very Good Good

Satisfactory, Not satisfactory, Cannot say.).