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发表于 2010-6-21 01:28:42
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来自: INNA
Committing extended long warrant period is a successful marketing strategy for Littleswan, a local washing machine provider in China.
The common warrant period is 3-5 years for washing machines, and sometimes additional condition is added, such as the damage is not caused by the user intentionally. However, in a latest ads campaign, Littleswan promised 10 years warrant to any washing machine sold between the campaign launch date and Mar 31st of 2010. The buyers would get a VIP card as a certification of this premium service. Any damage in 10 years could be fixed for free, no element cost, no labor cost and even no home service fee. As for most family, Repairing household applications is costly and very inconvenient. Littleswan’s commitment really attracted a lot customers’ attention and proved to be a tempting reason for choosing this brand.
This warrant might turn to an empty one, because 10 years are such a long time. New technology will definitely replace old one, as a result, old model production may be ceased, so does its elements production. The skillful worker may retire in the meanwhile as well. Without the right material and man, how can Littleswan fixes customers’ machine then? Although I honestly doubt that Littleswan can really keep its word, for customers, this promise is fairly enough. Since the worse case they can foresee is that the machine breaks down in couple of years, and cannot be repaired, just the same as if they bought other brands. Same risk plus additional promise made the customers buy in the idea.
Littleswan must have considered the consequence of failing to provide the future service. Some customers may sue it. However, I believe very few customers would bother to do so in China, as it’s not cost-effective. You may be drown in an endless sue case, and wait for years before a sentence be achieved. Maybe, Littleswan can easily calm down such customers by providing a free new machine, which costs very little to the company.
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