Strauss Group is Launching Today the Sale of Strauss Water's Products in China. The Products Will be Marketed Through the Partnership Established in China: "Haier-Strauss Water"

TEL AVIV, Israel, May 18, 2011 /PRNewswire-FirstCall/ -- Gadi Lesin, President and CEO of Strauss Group, and Rami Ronen, CEO of Strauss Water, announced today that further to the partnership agreement signed in October 2010 between Strauss Water of the Strauss Group and China's home appliances giant Haier Group, the joint (50/50) water solutions company in China will now start marketing its new products for the Chinese market.

At the first stage, products will be launched in three maim cities: Beijing, Shanghai and Qingdao. At the second stage, they will be launched in Shenzhen and Guangzhou as well.

The launch event took place in Shanghai this morning, in the presence of senior officials from the local and global water industry, as well as key media and opinion leaders in China.

The product launch will be followed by an extensive media campaign entitled Smart Water-Safe Home, at an estimated cost of $4 million.

Gadi Lesin, President & CEO of Strauss Group, said today":"Strauss Group continues its global expansion journey by entering today a new, high-growth potential geography, and launching products that represent years of research, development and innovation by the best scientists and technologists working in Israel. This launch is the product of a tight collaboration between Strauss Group, that brings to the Chinese market cutting edge know-how and quality in global water purification solutions, and Haier Group, that possesses world-class marketing, distribution and support capabilities as well as excellent familiarity with the local market needs and consumer habits."

Rami Ronen, CEO of Strauss Water, said today: "Strauss Water is taking an important step in the realization of its vision to become a global water company. The company's entry into China is the product of continuous efforts of the people who developed a breakthrough water purification and treatment technology, and are responsible for the production of top-quality water purifiers perfectly tailored to meet the needs and life style of Chinese consumers. The product line we are launching today is based on ten various patents (pending). Our excellent partnership with the electronics company, Haier, enabled us to launch products within merely six months from its inception. The launch process, which will be gradual, will further consolidate the company's position as a top player in China within several years.

About the launch of Haier-Strauss Water products

The market launch follows extensive market research and pilot projects that helped us map areas with high socio-economic demographics in China, and collect data about Chinese consumer habits. Strauss Water's products sold in China are manufactured in a plant established by Strauss Water in South China. The joint company will be responsible for the marketing, distribution, sale, service and support of the products there. Sales will follow a rolling launch model, with products launched first in Beijing, Shanghai and Qingdao, and later on in Shenzhen and Guangzhou.

About the Chinese Market Campaign

The launch process will be accompanied by a local campaign focus on a local family of four (mother, father, child and grandmother) that conveys messages of "a non-compromise family" and lives by the highest available standards in China. The first stage of the campaign will target the digital platform, namely an internet-based series with 40 episodes about this family's life, with company products giving them a new meaning and quality. Additionally, a website named "Non-Compromise Family" will be constructed together with a blog channel where each character will broadcast its own video footage. Marketing communication will also include traditional print media, ads, billboards and promotional materials.

The launch budget stands at RMB 30 million (approximately $4 million).

About Strauss Water

Strauss Water of the Strauss Group is a world leader in providing safe and high quality drinking water. Strauss Water develops, manufacture and market drinking water solutions that purifies and provide hot and cold water, for in-home and away-from-home markets, guaranteeing its long-term commitment to customers.

Strauss Water has developed the MAZE technology, which is considered a global breakthrough in water purification and treatment.

Strauss Water currently operates in three geographical areas: Israel- with the Tami4 brand, England and China- through its newly-formed partnership with Haier.

Strauss Water plans to expand into additional geographies through further development of innovative water purification and treatment technologies, while maintaining its long-term commitment to customers and caring for people, water and the environment. Wherever it operates, the company will provide the basic need of clean safe drinking water.

About Haier

Established in 1984, Haier Group is a leading global brand of electrical and electronic home appliances, operating in various categories such as refrigerators, air-conditioning systems, home entertainment electronics, communication and cellular, personal computers, washing machines and electrical home appliances. Its global revenue in 2009 stood at $18.2 billion.

In its white appliances field, Haier ranks as the strongest and most valuable consumer brand in China for 8 consecutive years. With 28 manufacturing plants, 8 R&D centers, 19 overseas trading companies across the world and more than 60,000 global employees, Haier is an innovative corporation that owns 6,189 registered patents.

Haier is largely considered a world leader in quality, innovation, reliability and managerial excellence.

With 25,000 points of sale across China and other world regions, Haier has massive presence in the Chinese retail sector.

While Haier's home base is China, the company also operates in East and West Asia, Africa, Europe, Australia, the Middle East and the U.S.

A keen advocate of social responsibility issues, Haier is considered the greenest brand in China, and operates various environmental management programs,

    Contact:

    Ms. Mirit Cohen
    Director of External Communications at Strauss Group
    Tel: +972-3-6752462
    [email protected]

SOURCE Strauss Group Ltd