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With competing giants like GE and Whirlpool not having an eye for minor details/ trends in the market and with Haier’s strategy to offer simple innovations to their products using market research and R&D facilities, Haier believed that they could have their own separate position in the market which would enable them to increase penetration, brand awareness and revenues.
Similar to how Dell started selling customized laptops, it is recommended that Haier too should offer customers the option to customize their refrigerators. Customers must be allowed to select add on features as per their needs like ones mentioned below: * Color, capacity (small, medium or large) and door style (French, double, etc.) of the refrigerators based on standard options. * Placement of drawers, bins and containers from standard size options. * Placement of freezer at the top or the bottom along with its standardized capacity. * Option to include water and ice dispenser/ blast chiller/ fresh food de-humidifier/ coffee maker. * Option to include ‘smart’ tablet to store messages and suggest recipes based on ingredients inserted. Tablet could also be used to view contents inside the refrigerator via camera without having to open the door thereby conserving energy.
This formula of providing customers with what they need has worked in the past for Haier in Europe, Pakistan and Japan. Implementation of this recommendation would enable Haier to continue to cater to needs of individuals specifically without enforcing new features/ designs to the market as a whole. This would provide significant product differentiation to them thereby increasing brand awareness. Also consumer trust will increase considering consumers know that they will be paying only for what they need. As for manufacturing, all these features are already being provided by Haier in one form or the other

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