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Hisense Marketing

To deliver innovative consumer technology solutions by establishing Hisense as a premium global brand recognized for quality in every home.

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To deliver innovative consumer technology solutions by establishing Hisense as a premium global brand recognized for quality in every home.

Strengths

  • SPONSORSHIP: Strategic sports partnerships driving global visibility
  • PORTFOLIO: Diverse product portfolio across multiple price points
  • TECHNOLOGY: Proprietary ULED technology providing competitive edge
  • MANUFACTURING: Vertical integration enabling cost efficiency
  • EXPANSION: Successful market penetration in 160+ countries

Weaknesses

  • PERCEPTION: Brand premium positioning lags behind Samsung and LG
  • MARKETING: Inconsistent messaging across regional markets
  • DIGITAL: Underdeveloped direct-to-consumer online channels
  • CONTENT: Limited localized marketing materials for specific markets
  • ANALYTICS: Insufficient data infrastructure for marketing ROI

Opportunities

  • PREMIUM: Growing demand for high-end smart home ecosystems
  • ECOMMERCE: Expanding direct-to-consumer sales channels globally
  • SUSTAINABILITY: Consumer preference shift toward eco-friendly brands
  • PERSONALIZATION: Data-driven personalized marketing at scale
  • EMERGING: Untapped potential in developing markets

Threats

  • COMPETITION: Intensifying rivalry from established global brands
  • MARGINS: Price pressure from value competitors in key markets
  • SUPPLY: Ongoing semiconductor shortages and supply chain volatility
  • REGULATION: Increasing data privacy regulations affecting targeting
  • ECONOMIC: Consumer spending contraction in major economies

Key Priorities

  • POSITIONING: Strengthen premium brand positioning globally
  • DIGITAL: Accelerate direct-to-consumer digital transformation
  • INTEGRATION: Create cohesive cross-channel marketing ecosystem
  • LOCALIZATION: Enhance regional marketing relevance and impact
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To deliver innovative consumer technology solutions by establishing Hisense as a premium global brand recognized for quality in every home.

ELEVATE BRAND

Establish Hisense as a premium global technology leader

  • PERCEPTION: Increase premium brand association metrics from 42% to 55% across top 5 markets by Q2 end
  • AWARENESS: Achieve 70% aided brand awareness in 3 new target markets through strategic campaigns
  • ENDORSEMENT: Secure 5 new high-profile tech influencer partnerships with combined reach of 25M+
  • POSITIONING: Launch global brand positioning framework with 100% adoption across all regions
DIGITAL FIRST

Transform into a data-driven digital marketing powerhouse

  • COMMERCE: Increase direct-to-consumer e-commerce sales by 35% through enhanced digital experience
  • PLATFORM: Deploy unified marketing technology stack with 90% data integration across touchpoints
  • CONTENT: Implement AI-powered content personalization increasing engagement rates by 25%
  • ATTRIBUTION: Establish cross-channel attribution model with 85% accuracy for all major campaigns
ONE VOICE

Create seamless integrated marketing communications

  • ECOSYSTEM: Develop comprehensive cross-product marketing framework adopted by 100% of regions
  • CONSISTENCY: Implement brand governance system with 95% messaging alignment across channels
  • ASSETS: Create central digital asset management system with 10,000+ localized marketing materials
  • CALENDAR: Establish integrated global marketing calendar with 90% campaign coordination efficiency
LOCAL IMPACT

Amplify regional relevance while maintaining global brand

  • STRATEGY: Develop market-specific strategies for 12 key regions aligned to local consumer insights
  • TESTING: Implement A/B testing program across all regions with 30% campaign optimization impact
  • ACTIVATION: Execute 20 high-impact local marketing activations generating 50M+ impressions
  • ADAPTATION: Create regional marketing playbooks used by 100% of local marketing teams
METRICS
  • BRAND AWARENESS: 75% global aided awareness across primary markets
  • MARKETING ROI: 15% improvement in overall marketing return on investment
  • CONVERSION RATE: 4.2% e-commerce conversion rate across owned platforms
VALUES
  • Customer focus
  • Innovation excellence
  • Quality assurance
  • Global integration
  • Sustainable development
Hisense logo
Align the learnings

Hisense Marketing Retrospective

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To deliver innovative consumer technology solutions by establishing Hisense as a premium global brand recognized for quality in every home.

What Went Well

  • GROWTH: Revenue increased 11.3% YoY, exceeding market expectations
  • PREMIUM: High-end ULED TV product line saw 18.7% sales increase YoY
  • SPONSORSHIP: FIFA World Cup activation drove 24% brand visibility lift
  • EXPANSION: Successful entry into 4 new emerging markets with 9% share
  • SOCIAL: Doubled social media engagement metrics across all platforms

Not So Well

  • CONVERSION: E-commerce conversion rates fell 3.2% below targets
  • RETENTION: Customer loyalty program enrollment missed goal by 12%
  • CAMPAIGNS: Regional marketing campaign ROI varied by up to 38%
  • CPA: Customer acquisition costs increased 8.6% in mature markets
  • INVENTORY: Supply chain issues led to 14% product availability gaps

Learnings

  • INTEGRATION: Cross-channel campaigns outperformed single-channel by 32%
  • CONTENT: Video-based product demonstrations drove 28% higher engagement
  • DATA: Markets with integrated CRM systems showed 19% better conversions
  • DIGITAL: Mobile-first approach increased younger demographic reach by 24%
  • LOCALIZATION: Culturally adapted campaigns outperformed global by 22%

Action Items

  • PLATFORM: Implement unified marketing data platform by end of Q3 2025
  • CONTENT: Develop AI-powered personalization engine for all touchpoints
  • TRAINING: Execute cross-functional digital marketing certification program
  • ANALYTICS: Deploy advanced attribution modeling across all key markets
  • ECOSYSTEM: Launch integrated product ecosystem marketing strategy
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To deliver innovative consumer technology solutions by establishing Hisense as a premium global brand recognized for quality in every home.

Strengths

  • PRODUCTS: AI-powered product features driving consumer interest
  • ANALYTICS: Advanced customer data analysis capabilities
  • AUTOMATION: Early adoption of marketing automation platforms
  • INNOVATION: R&D investments in AI-enabled user experiences
  • TALENT: Growing technical AI expertise in key markets

Weaknesses

  • INTEGRATION: Siloed AI initiatives across marketing functions
  • DATA: Fragmented customer data across multiple systems
  • GOVERNANCE: Inconsistent AI ethics and compliance framework
  • PERSONALIZATION: Limited real-time content customization
  • TRAINING: Insufficient AI literacy among marketing teams

Opportunities

  • PREDICTIVE: AI-driven customer journey optimization at scale
  • CREATIVE: Generative AI for efficient content production
  • VOICE: Growing smart assistant integration in marketing
  • TARGETING: Hyper-personalization through predictive analytics
  • SERVICE: AI-powered customer support enhancement

Threats

  • PRIVACY: Increasing AI regulation impacting data strategies
  • COMPETITION: Aggressive AI adoption by competitor brands
  • TRUST: Consumer skepticism about AI-powered recommendations
  • TALENT: Fierce competition for AI marketing specialists
  • INVESTMENT: High cost of enterprise-grade AI implementation

Key Priorities

  • UNIFICATION: Create integrated AI marketing data platform
  • PERSONALIZATION: Deploy AI for real-time content customization
  • UPSKILLING: Develop comprehensive AI training for marketing
  • GOVERNANCE: Establish ethical AI framework for marketing