海尔与广告haiera.ppt

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1、How Haier builds up its new brand through advertising.,-Xu Wenhan 2011.04,Background Information:,Location:,Qingdao,Starting year:,1984,Brand value (2000):,RMB 30 billion,Number of employees:,30,000,Market share:,Refrigerator: 31%; Washing machine: 29%; Air Conditioner: 20%; Microwave: 2%,1984 - 199

2、1,1992 - 1998,1998 -,Haiers development went through 3 stages:,Built a strong brand name in refrigerators through a well deve-loped TQC system,Diversified the product portfolio to avoid having all the com-panys eggs in one basket through mer-gers and acquisitions,To build an international brand name

3、 Aspires to become fortune 500,THE LOGO,The stroke is simpler,The letter “a” is different from a normal “a” in pinyin, a hook is missing stick to the goal and never hold back,The letter “r” shows a same feature, a branch is missing go straight and never got swayed.,The slogan of Haier brand is “海尔真诚

4、到永远”，in English it could be translated into ”Sincere Forever” or “Faithful/Loyal Forever”. The slogan is easy to be remembered because “海尔”rhymes with“永远” .,THE SLOGAN,海尔洗衣机：“海尔洗衣机，专为你设计”。 海尔冰箱：“海尔冰箱，为你着想”。 海尔燃气灶：“海尔燃气灶，安全最重要”。 海尔洗碗机：“享受生命，享受健康。” 海尔空调：“海尔空调，永创新高”。,Homophonic skills ARE USED,The cart

5、oon “Haier Brothers” proves to be a milestone in the history of the buildingup of Haiers new brand.,212 episodes 12years taken to shoot,HAIER BROTHERS,Haier gained a great reputation though the cartoon, known to allworthwhile,How Haier builds up its new brand through advertising.,-Xu Wenhan 2011.04,

6、Haier and the Olympic Games,The Olympic Games are the greatest sporting event in the world, and being associated with the five rings will inevitably raise Haiers brand profile on the national and international stage. From the companys beginnings in 1984, Haier has aimed at becoming a world-class bra

7、nd and a truly global company. Haier has now entered its globalization stage and is present in all key markets around the world. The sponsorship of the Beijing Olympic Games offers the opportunity to draw the attention of the worldwide audience to its brand and products.,Reputation is more important

8、 than sales volume The constant rule of market is constant change Build good impression Customer is always right Challenge is the drive of innovation Build good reputation Never say No to the market A complaint lodged by customer is the most precious gift The aim of our work is your satisfaction.,Service and Support,Thanks for watching!,