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CHALLENGE:
Despite superior product quality, Haier was not growing in the refrigeration category against the market leader.
Haier wanted to become the preferred choice of brand in the category for both premium and standard product lines.
OBJECTIVES:
- Move up in the preference ladder and increase aggregate value share by 12%.
- Communicate and connect with the various target groups spread between low-end and hi-end/premium refrigerators range.
BIG IDEA:
- Eco-Fresh for Everyone!
- Smarter Life = Better Planet
- Derived from the corporate brand essence of Eco-Life.
- No matter who you are and what you do, there is a Haier Refrigerator designed specially for you.
RESULT:
- #1 place on preference ladder in hi-end range.
- Reduced the gap with market leader, Dawlance, in mid to low-end range.
- 14.7% increase in sales(value).
- overall becoming the #2 brand in the category.
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