After aggressive marketing & extended product portfolio, Haier has set out to attract eyeballs by having John Abraham as its brand ambassador. Haier is one of the few Chinese companies that have been able to create visibility in India largely due to innovative advertising and marketing strategies. John Abraham is said to personify Haier’s youthful image and exemplifies the same dynamism attached with the brand. When asked why he chose to be associated with the brand, John commented that “Haier is at a very good place when it comes to its product life cycle; it is always better to be associated with a growing brand which holds great relevance for me”. With this, John joins an elite list of endorsers like Ranbir Kapoor, Akshay Kumar and Ajay Devgan who too are endorsing firms in the consumer electronics segment. Haier’s planned marketing spend is about Rs 50 crore, of which about Rs 30 crore will be invested on above the line activities.

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Source : IIPM Editorial, 2010.

An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).

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