Acing the Premium Smartphone Segment

Mi India started operations in 2014 in India with the vision– ‘Innovation for Everyone’. We are an internet
company with smartphones and smart hardware connected by an IoT platform at its core. The company
relentlessly builds amazing products with honest prices to let everyone enjoy a better life through
innovative technology.

Mi India has successfully completed 6 years and has been the No.1 smartphone brand in India for 13
consecutive quarters with a market share of 29.4% in Q2 2020 as per IDC. We are also the number one
Smart TV, Smart wearables and power bank brand in India making it the most loved technology brand in
the country. Within 6 years, we shipped over 100 million smartphones in India becoming the fastest brand
to ever do so in the country. The company emerged as the largest exclusive brand retail network in India
in 2019, as per a study conducted by Channelplay and continues to expand its footprint in the country.
We are currently the world’s fourth-largest smartphone brand and have established the world’s leading
consumer IoT platform, with 252 million connected smart devices, excluding smartphones and laptops.
Currently, our products are present in more than 90 markets around the world. In July 2019, the company
made the Fortune Global 500 list for the first time and was featured again in 2020.

At Mi India, we are committed to continuous innovation, with an unwavering focus on quality and
efficiency.
Xiaomi Offline Landscape

After making a mark in the online channels, Xiaomi ventured into the offline business. The offline channel
is divided into Retail (exclusive outlets, no other brand present) and General Trade (Multi-brand outlets).

Retail Channel:
- MI Homes (FOCO/COCO format experience stores in top 20 cities)

- MI Studios (FOFO format in top 50 cities)

- MI Stores (FOFO stores in tier 2 and lower cities)

FOFO- Franchisee Owned Franchisee Operated

COCO- Company Owned Company Operated

General Trade:
- MI Preferred Partner Program (Unlike competitors who focus on expanding reach to as many
retailers as possible, Xiaomi focuses on limited width of distribution,i.e, top performing outlets in
each cluster)

- LFRs- Large Format Retail outlets; eg: Reliance, Croma

Xiaomi in the >Rs. 20,000 segment

Xiaomi has launched highly rewarded smartphones in this segment like Mi Mix, Redmi K20, Redmi K20
Pro and recently launched Mi 10. These devices has the best specification in this price range.

Sales and Market Share in the >Rs.20,000 segment

Sales in Units Market Share

Brands Q1 Q2 Q1 Q2
Brand S 662624 477340 35% 42%
Brand V 546781 241980 29% 21%
Brand A 285445 162252 15% 14%
Brand O 223495 145392 12% 13%
Brand OP 110322 59807 6% 5%
Xiaomi 50878 39347 3% 3%
Others 30554 17158 2% 2%
Total 1910099 1143275 100% 100%

Source: GFK
Xiaomi, in the next quarter, wants to grow in the >Rs.20,000 segment of smartphones. A group of young
consultants (you) have been given the task to propose the optimal go-to-market strategy to achieve this
target.

The proposal should be a 4-slide PowerPoint presentation or 2 page Word Document which covers the
following:
1. What should be the communication strategy for Xiaomi for the >20,000 segment? How should it
differ from the lower priced products?
2. Analyze the competition landscape and assess the best practices of them.
3. How should the strategy differ from Retail and GT arms of Xiaomi? How should each component
of the Retail (MI Homes, MI Studios, and MI Stores) and GT (LFR and MIPPP) arms be treated?
4. Identify the major markets for >Rs.20,000 smartphones. Would reverse urbanization caused by
COVID-19 impact your strategy?

Always believe that something wonderful is about to happen.