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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) INTRODUCTIONLaunched in 6 April 2010Its headquarter is in BEIJING CHINAOperating in countries like CHINA INDIA BRAZIL RUSSIA...Revenue 2013 $5.4 billionWorlds 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, AppleLow cost Fancy handset

WEE BIT OF ECONOMICSHigh -end specification, low price determining factors (stategies)- -branding -marketing -psycholography -pricingGPMT Strategy Aims for a GPMT of 50%

PRICING STRATEGY

Sells it product onlineShuns traditional model of advertisingDepends 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

MOBILE INTERNET CO.It looks to make money through:AppsGamesAndroid themesInternet servicesI phone 5SSamsung galaxyXiaomi Mi3Touch screencapacitivecapacitivecapacitiveBattery1570mAh2800mAh3050mAhRAM1 GB2 GB2 GBInternal memory16 GB16 GB16 GBexpandable64 GB54 GBOSIOS 7Android 4.4 kitkatAndroid 4.4 camera8 / 12 megapixels2.1/16 megapixels2/13 megapixelsPRICE42,50034,50013,999MARKABLE DIFFERENCE8 TARGET MARKETMiddle class section of society -price sensitive -feature specificityStudents -gadget freaks -price sensitive ITS NOT JUST SMART PHONES NOWXiaomi manufactures-Smart TVsWi-fi RoutersPower banksHeadphonesMiPadMi Band(fitness monitor & sleep tracker)

10India 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 ANALYSISStrength Launching of new products in market frequently. Innovative & Featured products. Low selling price of products. Effective promotion campaigns Most phones are Dual/Triple sim phonesWeakness Low brand Image Lack of quality in products Poor service after sales support Misunderstanding as a Chinese brandOpportunities Increasing growth rate selling of Smartphone's in Indian market. Entry into more international markets . Low-end phones market has becoming very compettive.ThreatsHigh competition from local & international players Eg:- Samsung, Nokia, Karbonn Entry of new players Eg:- Maxx, Gionee, Intex, etcLow price Smartphones from well known players

13CONCLUSION By following new product strategy of penetration,Xiaomi is capturing large market share in India.Ultimate Technology

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