Haier's Marketing Strategies in India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG112 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


International Marketing
Case Length : 22 Pages
Period : 2002 - 2005
Pub Date : 2005
Teaching Note : Not Available
Organization : Haier India
Industry : Consumer Durables
Countries : India


The case presents an overview of Haier's entry and expansion strategies into the Indian consumer durables market. Haier entered India by establishing its own subsidiary in late 2003. Contrary to its competitors, the company adopted the strategy of pricing the products at a premium and providing additional features.

Haier consistently worked towards building its brand and developing distribution network in India. Product innovation had been the core focus of Haier and the company flooded the Indian market with several new products like bottom mounted refrigerators and detergent free washing machines. Haier also launched mobile phones and unveiled plans to bring out laptops.

The case examines the marketing strategies of Haier in India and examines its expansion plans to achieve its goal of capturing 20% of the consumer durable market in India by 2010.


• Entry and expansion strategies of Haier in India.

• Marketing mix of Haier India.

• Challenges faced by Haier in the Indian consumer durables market.


  Page No.
Introduction 1
Background Note 2
Haier in India 4
Haier's Product Line 5
Premium Pricing 6
Distribution 8
Promotional Activities 9
Plans for India 11
The Challenges Ahead 11
Exhibits 13


Haier India, Marketing strategy, Marketing mix, Premium Pricing, Indian consumer durables market, Customization, Localization, Promotion, Distribution

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