XIAOMI

How Should It Position

Itself In India When Launched ?
Presented By : Saumya
Mahajan(1443)
Saurav Dey(1444)
Sayoni (1445)
Shashank
Agrawal(1446)
Shikha Singh(1447)
Shivangi(1448)

INTRODUCTION
Launched in 6 April 2010
Its headquarter is in BEIJING CHINA
Operating in countries like CHINA INDIA
BRAZIL RUSSIA...
Revenue 2013 $5.4 billion
Worlds 3rd largest smartphone distributor

POSITIONING
Creating an identity in the minds of a
target market
Aims to make a brand occupy a distinct
position relative to competing brands
E.g. Samsung, Apple
Low cost
Fancy handset

WEE BIT OF ECONOMICS

High -end specification, low price
determining factors (stategies)-branding
-marketing
-psycholography
-pricing
GPMT Strategy Aims for a GPMT of 50%

PRICING
STRATEGY
Sells it product online
Shuns traditional model of advertising
Depends on Social media
Uses word of mouth
Selected retail channel covering few cities.
E.g - Croma electronics

Moores law
Unlike bigger players who discontinue
their models in stipulated time, Xiaomi
sells for longer period

CO.

MOBILE INTERNET

It looks to make money through:

Apps
Games
Android themes
Internet services

MARKABLE
I phone 5S
Samsung
DIFFERENCE
galaxy

Xiaomi Mi3

Touch screen

capacitive

capacitive

capacitive

Battery

1570mAh

2800mAh

3050mAh

RAM

1 GB

2 GB

2 GB

Internal
memory

16 GB

16 GB

16 GB

64 GB

54 GB

expandable
OS

IOS 7

Android 4.4
kitkat

Android 4.4

camera

8 / 12
megapixels

2.1/16
megapixels

2/13
megapixels

PRICE

42,500

34,500

13,999

TARGET MARKET
Middle class section of society
-price sensitive
-feature specificity
Students
-gadget freaks
-price sensitive

ITS NOT JUST SMART

PHONES NOW
Xiaomi manufactures Smart TVs
Wi-fi Routers
Power banks
Headphones
MiPad
Mi Band(fitness monitor & sleep tracker)

India mobile Internet

users

Xiaomi tried focusing on rural areas in early stages

with Smart phones in the price range of 3K-22K,
because when we consider Indian market major
population lies in rural area which is a huge market in
itself.

SWOT ANALYSIS
Strength

Launching of new products in

market frequently.

Innovative & Featured products.

Low selling price of products.

Effective promotion campaigns

Most phones are Dual/Triple sim

phones

Opportunities

Increasing growth rate selling of

Smartphone's in Indian market.

Entry into more international markets .

Low-end phones market has becoming
very compettive.

Weakness

Low brand Image

Lack of quality in products

Poor service after sales

support

Misunderstanding as a
Chinese brand

Threats
High competition from local &
international players

Eg:-

Samsung, Nokia, Karbonn

Entry of new players
Eg:- Maxx, Gionee, Intex, etc
Low price Smartphones from well
known players

CONCLUSION
By following new product strategy of
penetration,Xiaomi is capturing large
market share in India.
Ultimate Technology

Yesterday is not ours to

recover,
but today is ours