In 1996 Haier, a Chinese manufacturer of home appliances, followed its stated purpose of "helping customers solve any problem they confronted", and decided to reach non-consumers by creating new products. To reach urban-dwelling singles market the company developed a small washing machine (Mini Magical Child) that could wash just one pair of underwear or socks. The machine used concentric washing technology and operated with high efficiency and low noise, saving water, electricity, weight, and s...

BPIR Categories

3.2.3 Develop&integrate technology/innovation into concept
4.1.4 Develop & implement marketing strategy
4.1.1 Identify market segments & target customers
2.2.4 Formulate and review business unit strategy

Unlock this article and 10,000+ more

To get the most out of our extensive resources, please login or become a member below.