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Consumer durable and home appliances brand Haier has unveiled an aggressive marketing strategy to make its newer products click with consumers.
Haier has been experimenting with a new medium called “Parallel Marketing” which involves machine learning to better understand the consumer’s psychology.
For instance, if a consumer is watching an advertisement on TV during any time of the day, when he/she next goes online and visits any of their social media accounts or any other digital platforms they are fed with advertisements from Haier, this is done using machine learning. Haier’s market strategy has now evolved over the years and the brand has expanded the focus to reach tier II and III cities.
The advertisement campaigns cater to 18-20 cities including cities such as Chennai, Chandigarh, Ludhiana, Jalandhar, Kanpur, Varanasi, Jaipur, Kolkata, Ahmedabad and Vijaywada.
On the traditional marketing front, Haier has been running a campaign focused on the Bottom Mounted Refrigerators on the narrative “UltekoSeedha” since last year.
As a continuation to this campaign, a sequel of the “Ulte to Seedha” TV commercial was also introduced recently.
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