M.Z.ZULFI
ASCO, AUR
New Delhi, June 2, 2010: Haier, one of the largest home appliances and consumer electronics brands, with a Global no.1 ranking in major appliances, announced the appointment of Bollywood actor John Abraham as its Brand ambassador in India. John will feature across all brand communications as well as product advertising for Haier’s wide range of consumer durables and electronic products. John personifies Haier’s youth full imagery and exemplifies value with the youth but also mirrors the dreams of millions of youngsters owing to the value and morals that he stands for. This association further looks at strengthening the bond between consumer and the brand.
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. Haier India launched BMR technology for the first time in India followed by the Double Drive which is a newly patented technology. 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 and as a result Haier achieved its 2009 turnover of Rs.350 crore by the month of May 2010.
As a part of its aggressive market strategy Haier continues to display its success stories of more that 200 % growth in 1st quarter of 2010. Targeting 100 Haier experience centers and zones in 2010, the company is also focusing on its service support through haier Insta cares. Haier has recently tied up with a new call center to further strengthen its customer response time.
Taking “you inspire us” forward, haier today forayed into a new product category – small kitchen appliances. These include blenders, toasters, citrus juicers and electric kettles. A film featuring John Abraham for LED TV’s was also launched. The film shows its Haier’s new LED TV with real life images and stylish aesthetics. LED Edge Light, Full HD, 120Hz with USB2.0, memory card reader and SRS Trusurround XT, are some of the features.
When asked about the appointment of a brand ambassador, Eric Braganza, President Haier India said, “Since, the last TVC revoked a great response and hence improving our rankings in the market, we were enforced to think for having a brand ambassador and John represents the Haier target audience, the youth with its many attributes that includes self-expression, excellence, confidence, style and technology know how. Moreover, John’s quality and depth of work as well as versatility as an actor have made him a much loved and respected actor in India today. Much like on all our brand communication, John has an impressive and unrivalled history but the best is still yet to come. We are indeed very proud and privileged to have him as our Brand Ambassador and welcome him to the Haier family and look forward to a long and successful association”
While talking about the association with the Haier, John Abraham commented, “Haier is one of the youngest brands globally that has made a mark in the industry by reaching the global number one position in a very short span of time. I feel proud to endorse the brand in India and help in contributing to its success. This youthful brand is known for its innovative product offerings and advanced technology worldwide.”
While answering to a query, John said, “Personally, I look for the brand growth, positioning, class and the status in the market. Haier had everything to my liking. For me Haier means Higher.”
The company also launched a special consumer offer for soccer fever ‘Free kick offer’. It is a scratch a card scheme where on purchase of any LED/LCD TV above 81cms, a customer can win 100% cash back or an Adidas track jacket with an autograph from John, worth Rs. 2290. This offer is valid from 5th June to 15th July.
Haier today also launched new models nation wide inspired by consumer experiences across product categories as a step forward in achieving its ambitious growth plans. These include the new range of ultra- slim 117 inch full HD LED backlit TV’s and a 140 cm LCD. Haier introduced a new refrigerator model in the side by side segment in red for the first time in India with glassy look. The company also launched new range of BMR Plus refrigerators, a 5-star AC model and 3 water heaters in economy segment. Haier launched a new and unique washing machine called ‘Tiana’, which means Princess in Greek. With its unique design, this machine stands tall and offers an effortless wash with a higher porthole. The ‘Tiana’ is equipped with Near Zero Pressure technology (NZP) which works at the lowest water pressure.
