Marketing Mix of Haeir

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A
REPORT
ON
-------------------------------------------------
“MARKETING MIX MAPPING FOR HAIER IN REFRIGERATORS, WASHING MACHINES AND AIR CONDITIONERS SEGMENT”

SUBMITTED BY
ROSHAN KUMAR CHOUBEY
ENROLLMENT NO: 07BS3117
BATCH OF 2009

A
REPORT
ON

-------------------------------------------------
“MARKETING MIX MAPPING FOR HAIER IN REFRIGERATORS, WASHING MACHINES AND AIR CONDITIONERS SEGMENT”

By
ROSHAN KUMAR CHOUBEY

A Report Submitted In Partial Fulfillment Of The Requirements Of MBA Program

Distribution List:
* Prof. Rajesh Rout
(Faculty Guide)
* Mr. Ashish Mohanta
(Company Guide)

CONTENTS:
SERIALNO.| CONTENTS| PAGE NO.| 1.| ABSTRACT| 7|
2.| INTRODUCTION: * ABOUT THE TOPIC * ALL ABOUT THE PROJECT * RESEARCH OBJECTIVES| 9| 3.| METHODOLOGY| 12|
4.| LIMITATIONS| 15|
5.| MARKETING MIX STARETEGIES * THE MARKETING MIX INGREDIENT FOR SUCCESS * APPLIANCES MARKET OPPORTUNITIES * INDUSTRIAL STRUCTURE AND DEVELOPMENT| 16| 6.| BRAND AWARENESS * CUSTOMER AWARENESS SURVEY ANALYSIS * DEALERS INTERACTION| 20| 7.| ANALYSIS AND PRODUCT MAPPING * REFRIGERATORS * WASHING MACHINES * AIR CONDITIONERS | 30| 8.| PLACE * COMPETITORS PRESENCE IN ORISSA * BRAND WISE MAJOR DEALER MAPPING IN BHUBANESWAR * SERVICE MAPPING| 64| 12.| PROMOTION * LG AND SAMSUNG INNOVATIVE PROMOTIONAL AND ADVERTISEMENT INITIATIVES * PRINT ADVERTISEMENT ANALYSIS OF DIFFERENT BRANDS * BTL ACTIVITIES OF ALL BRANDS IN BHUBANESWAR.| 72| 9.| PRICE| 82|

10.| CONCLUSION AND RECOMANDATIONS| 85|
List of figures
CONTENT PAGE NUMBER BRAND AWRENESS SURVEY
1. Currently Purchased Item20
2. Customer Preferred Brand In Last Purchase 21
3. Factors Affecting The Preference Of Preferred Brand 21 4. Brand Awareness For Haier22
5. Haier Influence On Purchase Decision24
6. Awareness Regarding The Product Lines Of Haier24
7. Awareness Regarding The Origin Of Haier25
8. Customer Perception For Haier26
DEALERS INTERACTION
1. Factors Affecting The Focus Of Dealers On Brands27 2. Interested To Trade With Haier28
3. Haier Perception Among The Existing Haier Dealers28 REFRIDGERATOR
1. Comparatative Model Mapping For Direct Cool Refrigerator31 2. Comparatative Model Mapping For Frost Free Refrigerator39 WASHING MACHINES
1. Semi Automatic Washing Machine Comparatative Model Mapping47 2. Fully Automatic Top Load Washing Machine Comparataive Model Mapping51 3. Fully Automatic Front Load Washing Machine Comparatative Model Mapping54 AIR CONDITIONERS

1. Compatatative Model Mapping For Window Air Conditioners58 2. Compatatative Model Mapping For Window Air Conditioners63 PROMOTION
1. Promotional campaign preferred by consumer durables73 2. Top ten players volume contribution74
3. Zone wise percentage ad contribution74
4. Print advertisement analysis of different brands76 List of tables:
CONTENT PAGE NUMBER REFRIGERATORS 1. Direct cool refrigerator capacity mapping 31
2. Direct cool refrigerator feature mapping segment(175-190 ltrs)34 3. Direct cool refrigerator feature mapping segment(190-230 ltrs)36 4. Frost free refrigerator capacity mapping39

5. Frost free refrigerator features mapping segment(200-235 ltrs)40 6. Frost free refrigerator features mapping segment(240-260 ltrs)42 7. Frost free refrigerator features mapping segment(275-300 ltrs)44 WASHING MACHINES

1. Semi automatic washing machine entry level features mapping...
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