HUAWEI

A Product and Brand Portfolio

Presented to
The Faculty of College of Business and Accountancy
Marketing Management Program
National University - Manila

In Partial Fulfillment of the

Requirements for the course
PRODUCT AND BRAND MANAGEMENT

Presented by:

BALAJADIA, SIDNEY

DEGALA, JAMELA ARABELLA

PANGILINAN, RAFAELA

PLACIDO, AARON JOHN

MAR 212

Presented to:

MS. FRANCES PAULINE Z. AMISTAD, MBA

November 2022

1
 Chapter 1 – Company Overview

1.1 Introduction

Technology plays a vital role in this digital and modern world. Companies continue

to innovate and explore the digital world. Individuals tend to adapt to changes to all the

advancements needed right now.

Huawei, one of the leading global providers of information and communications

technology infrastructure and smart devices, is offering valuable products these times.

Huawei makes the life of its users easier because of its ecosystem. Since they offer

different gadgets such as smartphones, laptops, tablets, earbuds, and power

banks, they utilize the technology to create an ecosystem. Users can locate, transfer,

and view their files, use multi-screen collaboration with the MatePad Pro, and one-tap

audio sharing on different gadgets with the help of Huawei’s services like Huawei

Share (Wong, 2020).

Huawei is known to be a brand that does not have Google, yet it can maintain

and sustain its visibility in the market. Also, there are still ways to connect to Google

services and applications through having Huawei’s own App Gallery, wherein you can

download applications that the Play store has.

In this modern era, Huawei manages to maintain the loyalty of its customers by

knowing and determining who are their market. Huawei’s Customer Segment Analysis

uses Wi-Fi, big data analytics, and manageable cloud platforms to accurately

determine customer demographics — including their age, gender, interests,

occupation, and spending habits (Customer Segment Analysis, n.d.). Huawei focuses

more on the mid-market, wherein customers need technologies in their lives. Mostly,

2
students and professionals are their markets since they utilize and maximize the

features and advancements of the technology.

1.2 Company Background

Short History

When Ren Zhengfei was 44 years old, he established Huawei Technologies in

Shenzhen. As China's urban population increased between 1996 and 1998, Huawei

initially grew into major cities. In addition, Huawei is well recognized for having its own

ecosystem, called "Petal Search," in place of the Google Services features. With the

addition of User Interface (UI), restructured sections, optimized search results, voice

search, added more language support and feed customizations (Li, 2021)

With operations in more than 170 countries, Huawei is currently one of the top

telecommunications firms in the world. Since Huawei is already an established

technology company, they already have various locations worldwide, including the

Philippines. Nevertheless, their main headquarters is located in Shenzhen, Guangdong,

China. The legal structure of Huawei is that of a privately held firm; neither the

government nor any other third-party entity owns, controls, or is associated with

Huawei. Huawei is owned by our employees' thanks to the Employee Stock Ownership

Program (ESOP) that has been in existence since the start of the company.

Vision-Mission

Huawei’s Vision is to create a fully connected, intelligent world by bringing digital

technologies to every individual, community, and organization.

3
Goals

1. Integrity

 Openness is one of the critical factors in achieving success. With integrity,

Huawei can have many opportunities by building customer trust and

loyalty. Huawei's goal is to focus on customer Centricity as they want to

achieve this goal through inspiring dedication.

2. To enhance the customer value and strengthen their business performance.

3. Collaborate for mutual success, create an open ecosystem, and expand with

partners.

 Huawei's main objectives are to create scenario-based solutions tailored

to its client's specific needs, to aid developers in their efforts to offer

consumers a cutting-edge experience and to continue promoting and

defending unified international technological standards.

4. Enhance the business environment while creating social value and strengthening

security and reliability.

5. Continue strategic investment and create capabilities that are centered towards

the future.

6. Encourage change in an organization and help boost our customer-facing teams.

7. Attract exceptional global talent and maximize the potential of our current teams.

4
 Chapter 2 – Brand Portfolio

2.1 Product Offerings

Smartphones

Huawei offers smartphones in different series, from entry-level to flagship

devices. It focuses more on the affordability of the phone than the specifications. These

series have their features and specifications. Entry-level phones are those devices that

are affordable. Mid-range devices are those devices that primarily provide and balance

the price and the features of the device. On the other hand, flagship devices are

considered high-end or top-of-the-line products. Mostly, flagship devices have more

advanced processors and other features compared to entry-level to mid-range phones.

Category List of Products included Description

Entry-level Y series The Huawei Y series is an

entry-level phone for

● Huawei Y6p
Huawei. Y series balances
● Huawei Y5p
the features in the camera,
● Huawei Y5 lite
battery life, processor, and

overall performance while

offering users an

affordable price.

Mid-range Nova Series The Nova series is the

● Huawei Nova Y70 mid-range smartphone of

5
 ● Huawei Nova Y90 Huawei. The Nova series

● Huawei Nova 9 balances the price and the

● Huawei Nova 9 SE features of the

● Huawei Nova 8 smartphones.

● Huawei Nova 8i The key features of the

Nova series are the

supercharge, ultra vision

camera, and curved

display.

These phones range from

Php10,000 to Php20,000.

Flagship P Series Huawei P series and

● Huawei P50 Pocket Mate Series are in the

● Huawei P50 Pro flagship category. With

● Huawei P50 these high-end

● Huawei P40 Pro smartphones, Huawei

● Huawei P40 provides the best features

● Huawei P40 Pro+ and specifications.

● Huawei P30 Pro Both series provide

● Huawei P30 improved battery life,

camera performance,

physical appearance, and

6
 Mate Series overall performance.

● Huawei Mate XS 2 These series ranges from

● Huawei Mate 40 Pro Php30,000 and above.

● Huawei Mate XS

● Huawei Mate 30 Pro

5G

● Huawei Mate 30 Pro

● Huawei Mate 30

Table 1. Smartphones

The smartphones of Huawei serve different segments from people who prefer phones that are affordable

and people who do not care about the price and focuses on the quality of the phones. Price range of the

smartphones are from Php 5, 000 to Php 40, 000 and above. These have different features and specifications

depending on the segment that it is serving.

Wearables

The wearables of Huawei are divided into two, the watch series and the band series

Category List of Products included Description

Watch Series Huawei Watch 3 The watch series is the

Huawei Watch GT Runner first series in their

Huawei Watch GT 3 Pro wearables. It offers many

features to its users, like

7
 Huawei Watch GT 3 long battery health, sports

Huawei watch GT 2 tracking, online music, and

Huawei watch GT 2e all-day health monitoring.

Huawei Watch GT 2 Pro Users can connect

Huawei Watch Fit 2 compatible applications to

Huawei Watch D access notifications on

Huawei Watch Kids 4 Pro their smartphones.

Huawei Band 7 These wearables range

Huawei Band 4 pro from Php 6,000 to Php

20,000.

Band Series Huawei Band 6 Band series connects

Huawei Watch fit new users to applications with

essential roles in their life.

It has all-day health

monitoring, workout

modes, sleep tracking, and

heart-rate monitoring.

These series can also be

connected to their phone to

access users' applications

that are also compatible.

Table 2. Wearables

8
 Huawei wearables provide different specifications and features to the customers and mainly focus on giving

them an extension of their smartphones and a handy gadget for monitoring their health. Huawei wearables price

range is between Php 5,000 to Php 20, 000 pesos depending on the unit.

Audio

Huawei also provides audio devices such as freebuds series, freelance series,

and speakers. These devices focus on the audio or sound aspect.

Category List of Products included Description

Freebuds series Huawei FreeBuds Pro 2 Huawei freebuds series is

Huawei FreeBuds SE an earphone device that

Huawei FreeBuds 4i can be connected through

Huawei FreeBuds Pro Bluetooth. It offers high-

Huawei FreeBuds 4 resolution sounds, swipe

Huawei FreeBuds Lipstick controls, intelligent audio

Huawei FreeBuds Studio connection, air-like

Huawei FreeLace Pro comfort, and open-fit active

noise cancellation. These

are the wireless type of

audio devices.

This series is around

Php3,000 to Php4,000.

Freelance series Huawei FreeLace Huawei FreeLace is like

the Freebuds series but

9
 has a wire on it. It is not

directly connected to the

users' smartphone but

supports the balance of the

earplugs. This is commonly

used for sports and other

physical activities. It also

has features like a

magnetic sensor, water

resistance, plug and pair,

and long-lasting battery life

with fast charging

capability.

This ranges from around

Php3,000 to Php4,000.

Speakers Huawei Sound Joy Huawei provided two

Huawei Mini Speaker options in the speakers'

category. These two

speakers have 26 hours of

playback, automatic

discovery, one-touch

transfer, stereo sound in a

10
 shake, and a stylish

design.

Table 3. Audio

Audio devices of Hauwei have different features that serve only one purpose. It is to provide high-quality

listening to the users. The prices of audio devices ranges from Php 3,000 to Php 5,000 depending on the unit.

Tablets

Category List of Products included Description

Entry Level The MatePad Series is a

- Huawei MatePad
tablet collection by Huawei.
T8 kids edition 8.0 inch
With a large 10.4-inch

- Huawei MatePad display, Sound by Harman

T8 8.0 inch Kardon, LTE connectivity,

expandable storage, and

- Huawei MatePad
compatibility with the
T3 8.0 inch
Huawei M-Pen, this tablet

is jam-packed with

features. Long-term

Huawei MatePad. This

MatePad Series price

ranges from 6,000 pesos

to 50,000 pesos. MatePad

is suitable for online

11
 classes, and Huawei also

offers a tablet for kids.

Mid-Range
- Huawei MatePad

10.4 inch

- Huawei MatePad

11 (10.95 inch)

- Huawei MatePad

10.4 inch

- Huawei MatePad

T10 9.7 inch

- Huawei MatePad

T10s 10.1 inch

Flag Ship
- Huawei MatePad

Pro 11 inch

- Huawei MatePad

Pro 10.8 inch

- Huawei MatePad

12
 pro 12.6 inch

Table 4. Tablets

Tablets of Huawei are called MatePad Series. They offer different kinds of tablets that best fit students, employees

and kids. The matepad Series price ranges from 6000 pesos to 50,000 pesos.

Laptops

Category List of Products included Description

Mid-Range The MateBook series is

- MateBook D16
the Laptop and PC

- MateBook D15 collection of Huawei.

Huawei manufactures
- MateBook D14
several laptops under the
- MateBook 16s
MateBook brand. They

- MateBook 14s were made available on

February 21, 2016, just

- MateBook 14 2021
before the start of the

Mobile World Congress.

The top model available is

13
 the Huawei MateBook X

Pro. Specifications for the

Huawei MateBook.

Huawei. On February 24,

2016, the original version

was archived. Obtained on

March 13, 2016. "Huawei's

MateBook is its take on the

Surface." Engadget.

February 21, 2016. The

MateBook Series price

ranges from 25,000 pesos

to 90,000 pesos

Flag Ship
- MateBook X Pro

2021

- Huawei

MateStation S (PC set)

Table 5. Laptops

Laptops from Huawei are called MateBook Series. It comes in different sizes that are best for students and

employees during this work from home and online class setup. the MateBook Series price ranges from 25,000 pesos

to 90,000 pesos

14
Accessories

Category List of Products included Description

Huawei's accessories are

- Huawei classic
the equipment that
backpack
supports other equipment

- Huawei Bluetooth to make it more efficient

Mouse and valuable—classic

backpacks for laptops and

- Huawei
other stuff to carry.
SuperCharge Wireless
Bluetooth mouse to
Charger
efficiently operate the
- Huawei M-Pencil
laptop and hassle-free.

- Huawei The wireless charger is a

SuperCharge Wireless device that charges

Car Charger wirelessly using

electromagnetic induction.
- Huawei Scale 3
The transmitting end coil
Pro
uses electricity to send an

- Huawei Scale 3 electromagnetic signal to

the outside world, while the

- Huawei Smart
receiving end coil receives
Scale
that signal and converts it

15
 into an electric current. M-
- Huawei Travel
Pencil to quickly and
Tripod (wireless)
hassle-free operate the

Matepad series. Wireless

car charger to quickly

charge and save space in

the car. Scales to measure

weight digitally. Tripod to

easily capture moments

individually.

Table 6. Accessories

Huawei Accessories are the wireless charger, travel tripod, and M-Pencil as well as any other item that you may

attach or use to your electronic gadget. This price ranges from 1000 pesos to 10,000 pesos.

2.2 Product Differentiation

Huawei is renowned for making its "smartphones" accessible to all customers globally

by providing a variety of product lines. However, Huawei has also expanded its various

products, including tablets, laptops, accessories, and technologies, across many lines.

This widens the opportunity to reach different market segments as these products are

sold at different price points and values.

16
1. Smartphones

● P Series

● P series smartphones are a flagship brand of Huawei and are

primarily marketed to mainstream users, improving and extending

technologies already offered in Mate series devices. The P series

is aimed at customers more concerned with aesthetics, fresh

colors, and photo-taking capabilities (camera performance). The

P series has had a significant focus on camera functionality.

● Mate Series

● The Huawei Mate series is a line of premium phablet

smartphones powered by HarmonyOS and one of the company's

flagship models. The Mate series is primarily concerned with

pixels and processors, and it frequently has the newest chip

before other phones do. Primarily, this collection is for customers

who prioritize smooth performance with significant gaming and

editing tasks.

● Nova Series

● The Huawei Nova line of smartphones typically costs less than

the brand's flagship models. However, this collection provides an

average overall smartphone performance in terms of smoothness

and quality experience compared to the Mate and P series of

Huawei. This collection primarily wants a smooth performance

and camera quality without spending too much.

17
 ● Y Series

● The Y-series is where Huawei debuts inexpensive handsets yet

offer great specs and features. This line of Huawei is ideal for

customers who are new to smartphones because it does not

place a high priority on essential functions like gaming and

processing specifications.

2. Tablets

● Huawei tablets are incredibly adaptable, have excellent

performance, and support input with a pen. For workplace use, it

can be linked with a keyboard. Because it can play back, DRM

content (Digital Rights Management) is protected, and it can also

be utilized for media consumption.

3. Laptops

● Huawei laptops are portable and lightweight, offering an excellent

screen-to-device ratio, great memory, and good battery life and

ensuring the customers' long-term convenience. Additionally, it

can also be paired or shared content with other Huawei devices,

such as smartphones and tablets.

4. Wearables

● (Watch/Band Series)

● Huawei band series is capable of detecting and identifying the type

of workout. It tracks the precise workout metrics users require while

working out, running or swimming. It can monitor heart rate, as well

18
 as all-day Sp02 and can, track the hours of sleep, and has at least

two weeks of battery life.

● Vision (Huawei Vision S series)

● There are two models in the Huawei Vision S Series. Users can

choose the screen size they want based on preferences and needs

since one has a 55-inch screen and the other a larger 65-inch.

Huawei makes it easier to bring the whole family together with the

help through its feature built in camera, in addition to that It is made

to operate seamlessly with all of the Huawei devices.

● Router

● Huawei AR routers are multi-service routers intended for small,

medium, and large businesses. affordable option people might

need to consider buying. With stable bandwidth and low latencies,

Huawei's proprietary technology does a good job, and the AI Life

app provides a thorough overview of your Wi-Fi status. It is also

one of the most reasonably priced available in the market.

5. Accessories

● When purchasing a product from Huawei, they offer different

kinds of promos or free accessories along with the product.

Customers can also avail those accessories if they want

individually if not included.

6. Audio (Earbuds/Headphones)

19
 ● Huawei’s earbuds is a/an stylish wireless earphones with

outstanding sound quality, has long battery life. It Intelligently

recognizing the background noise, the noise cancellation mode

is modified to provide a better hearing experience.

Chapter 3 – Portfolio Roles

3.1 Objective of the Study

Huawei's portfolio aims to showcase a wide variety of product lines within

each category developed by the company. The Brand Portfolio will outline how

Huawei's products fit its overall objectives, additionally, how it continues to meet

clients' diverse necessities and Huawei's growth in the long run.

 Distinguish all features provided by product lines Huawei from smartphones,

tablets, laptops, accessories, etc.

 Outline the differences among product lines and align which type of customers

with the products' usage.

 Promote Huawei's goals about the importance of customer experience through

the product's distinct features products it offers.

3.2 Purpose of the Study

The purpose of the study is to provide more innovative and creative ideas about

how Huawei became one of the trusted brands in the market. In this digital generation, a

20
perfect and suitable gadget companion plays a vital role in one's life. Much competition

is going on in the market, but Huawei still maintains its products and brand. Discovering

and exploring the strategies behind the success of Huawei will amplify the

understanding of a business person in capturing and sustaining the company's market.

The portfolio aims to determine how one can apply to achieve the company's primary

goal while maintaining a profit.

Huawei aims to bring digital to every person, home, and organization to create a

fully connected, intelligent world. This includes reviewing Huawei's backgrounds,

offerings, purposes, market contexts, and business operations. Additionally, examining

how we can help them maintain their position in a highly competitive industry.

21
 Chapter 4 - Brand Scope

4.1 Product Concept

The product concept of Huawei is almost the same with each categories. It is

created to enhance and improve the experience of the users in each category. Most

of their products is being advertised through its website, different social media

platforms, and even posters anf flyers in the mall. Huawei also partnered with

different technology vloggers here in our country to explain and elaborate the use of

their devices. Huawei do this to create and sustain its visibility in the market. It is

also a way to make a noise in the social media to make their market curious and

interested.

Smartphones

The smartphones of Huawei is divided into three categories, the entry-level, mid-

range, and the flagship level. Entry level smartphones consist of quality phones that

offers affordable prices compared to other phones. Mostly, these phones are built for

everyday use so it has a larger battery and limiting its other specifications like the

quality on the camera and the storage. Mid-range phones are the in the middle ones.

They are ranging around Php 20, 000 or less. The specifications being offered are

utilized and maximized the price and the qualities of the phones. Lastly, the flagship

phones. These phones are the top ties phones being offered by the Huawei

company. The prices ranges from Php 40,000 and above. It gives the users top

performance and high quality materials.

22
Audio

The audio devices of Huawei were created to give users high quality

performance of audio listening. It can be on their earbuds and the speakers.

Wearables

Wearables of Huawei company is created to make use of different application

while using an extension of your phone. It is created to make the lives of the users

easier with the comforts in their lifestyles.

Laptops

Huawei's lightweight laptops all have something to offer, such as high-quality

touchscreen displays, good keyboards, and admirable build quality. Huawei laptops

are good for students and employees. They hire youtubers and celebrities to

promote and used their products.

Tablets

The Huawei tablet is an excellent entertainment device, capable of playing music

and videos. Huawei Tablets are good for students and employees. They also offer

Huawei MatePad T8 for kids this is good for entertainment purposes. They hire

youtubers and celebrities to promote and used their products. They also offer free

testing in their products but only available in their physical stores.

Accessories

23
 Huawei offers different types of accessories that can support and used to their

products such as Huawei M-Pencil that can be used to any Huawei MatePad series.

Huawei Accessories ate good specially for Huawei Users. They rarely market their

accessories but they also hire youtubers and celebrities to promote and used their

products.

4.2 Industry Study

In this study, after the researchers provided the specific markets for each brand

(or product line) under Huawei products. The industry study’s role is to provide an

overview on what are the possibilities of offering to a new market after identifying the

product sub-brands (lines) and aligning to which market segment they fall into.

Additionally, the researchers will provide a recommendation in seeking a possible

new market to cater to expand the scope from the already given market. The

following potential new markets for Huawei’s products are: operating system

manufacturers, chip suppliers, content service providers, travelers and to creation of

a perfect and healthy terminal ecosystem (Xi, 2021).

1. Manufacturers of operating systems - Huawei is known for its strong R&D

team and continuous innovation for its products. Huawei's products (technology)

can be used by companies in the Philippines or by international manufacturers.

With Huawei's technology, companies can create (innovate) better products, and

24
 Huawei can overcome trade limitations and increase international market

competitiveness, especially in Western markets, by utilizing Huawei's technology.

2. Chip Suppliers - Though Huawei's initial entry into telecom chips cannot

produce advanced semiconductors as competitively as competitors, businesses

that invest in telecom chip development can collaborate to continuously improve

because Huawei's products are competitively priced and cost-effective.

3. Content Service Providers- Huawei empowers connections with innovative

solutions and building futuristic networks to connect the unconnected. Through

the huawei’s mobile services application that can be possibly be offer to other

brands to enhance their product to give solutions and satisfy the needs of the

consumers. Has easy access to consumers and for better performance of huawei

gadgets. The constant communication of consumers and the Huawei company

itself is able to easily to sell their products.

4. Travelers – Huawei also provides gadgets that are wireless and compact perfect

for on the go people. Also, travelers also fit as a new market as they use gadgets

that prioritizes large battery carrying equipment and large storage. Huawei’s main

gadgets: smartphones, tablets, laptops, and attachments: powerbanks, wireless

chargers carries the given features.

25
 Chapter 5 – Brand Portfolio Structure

5.1 Brand/s Description

In the brand description of Huawei’s portfolio distinguishes and provides a concise

overview to easily understand what product form each brand name is categorized to.

Below are the existing brands under Huawei from different categories from main

gadgets to gadget attachments. Each brand name is categorized accordingly to which

main product form they serve, whether it is a flagship brand, price range, and its main

description.

MAIN GADGETS

BRAND Flagship Smartphone Tablets Laptops Price Description

NAME s Range
Brand

P Series ✓ ✓     ₱13,000- Significantly

₱87,000 focuses on

camera

performance

Mate ✓ ✓     ₱30,000- Centers with

26
Series 140,000 smooth

processor

performance

Nova   ✓     ₱10,000- Averagely

Series ₱ 20,000 priced offers

 
fairly both

camera and

processor

performance.

Y Series   ✓     ₱4,500- Inexpensive

₱15,000 line for daily

usage.

MateBook ✓     ✓ ₱25,000- Portable,

Series ₱90,000 lightweight

and long

battery life.

MatePad ✓   ✓   ₱6,000- Smooth and

Series ₱50,000 quickly

adaptable and

27
 link to other

Huawei

gadgets.

Table 7. Main Gadgets. Main product forms of Huawei sold in the market: smartphones, tablets and laptops.

GADGET ATTACHMENTS

BRAND Flagshi Audi Wearable Accessori Monit Price Descriptio

NAME p o s es or Range n

Brand

Freebud   ✓       ₱3,000-  

s Series ₱4,000

Freelanc   ✓       ₱3,000-  

e Series ₱4,000

Huawei           ₱650-  

28
Speaker ₱7,000

Watch     ✓     ₱6,000- Long

Series ₱35,00 battery life

0 notifies

health

related and

all around

access to

applications

Band     ✓     ₱ Long

Series 6,000-₱ battery life

20,000 and health

related

purpose

with linked

access to

smartphone

s.

Vision         ✓ ₱29,00 Smart TV

29
 (Hawei 0- and and

S ₱57,00 monitor with

Series) 0 4K

resolution.

Huawei       ✓   ₱1,500- Lightweight

Scale 4,000 digital scale

that shows

overall BMI

and fat

percentage,

Huawei       ✓   ₱1,000- Wireless

Super ₱9,000 charger that

Charge supports 27

Charger W of power.

Table 8. Gadget Attachments. Companion products that can be link to main gadgets or used separately: audio,

wearables, accessories and monitor. This table excluded the single products under Huawei attachments such

as the Huawei’s wireless charger, travel tripod, router, and M-Pencil as these products are sold as is without

any brand name under.

5.2 Brand Differentiation

Huawei is a Chinese multinational technology corporation based in China. It creates,

develops, manufactures, and sells telecommunications equipment, consumer

30
electronics, and smart devices. Their main competitor are Apple and Samsung these

two brands also offers smart devices. The uniqueness of Huawei to those two brands is

that Huawei offers dual-mode 5G connectivity, while Apple limits buyers to 4G LTE.

Huawei also has its own ecosystem wherein users can connect, create, upload, and

view their files and documents on their different Huawei products. Another feature that

Huawei offers the users is the operating system, the EMUI 9 to some of their

smartphones. It can optimize the performance of the phone of the user and also unveils

a number of new AI features. It provides realistic and innovative applications like the 3D

Live Object Modelling. The battery of Huawei also established its image in the market.

From all the android smartphones that are in the market right now, Huawei balances the

long-lasting battery health of the phone and the performance of the AI chip inside the

phone. It provides a better experience to the users.

Huawei may still have a lot to improve to keep up with Apple, the counterpart of the

android. Yet, it impacts the market already. Continuous innovation, product

development, and the constant modernization of the company in the digital world is a

huge factor in competing with its competitors. Huawei already have the technology and

the users still have a lot to experience from their products.

5.1 Brand Structure

  Below is Huawei’s product offerings ranking based on its popularity in the market,

From most buy product to least salable product. Top-ranked brands typically sell more

and have a greater chance of receiving reviews. Additionally, we can assert that the

31
ranking affects the number of recommendations. The customer experience is made

better by accurate product categorization, which also helps organizations in connecting

with the right customers.

SMARTPHONES

Rank based Brand Description

on Popularity Name

1 P considered as flagship smartphones, has modernized

series interior and exterior design that is eye catching to

customers . It also has great photo-taking capabilities.

2 Mate Along with the P series, Mate Series is also one of the

Series flagship smartphones of Huawei. Its primary focus is on

pixels and processors, and the Mate Series tends to have

the newest processor before any of the other phones.

3 Nova Although the Huawei Nova is a typical mid-range

Series smartphone, it has excellent build quality and functional

hardware.

4 Y Has decent performance and specs. In terms of price Y

Series Series is a budget-friendly smartphone that is good for

basic phone tasks.

32
Table 11. Smartphones, Huawei's main focused product. It is ranked based on its popularity in the market as

well its functionality for different categories of customers.

TABLETS

Rank based Brand Description

on Popularity Name

1 MatePad Given features that MatePad Series encourages

Series students and employees to be more productive, note

takings and multitasking along with their wireless

accessories that can be used to make work easier .

2 Media Pad Old category of Huawei tablets. Its price is cheaper and

Series for basic use.  

Table 12. Tablets are somewhat Laptop style but easier to handle and carry around than laptops because they

are smaller and lighter. It has all the features that an Android phone would have, but it also has a keyboard and

can function as a laptop. MatePad series is the latest version and more functional than Mediapad Series.

LAPTOPS

Rank based Brand Description

on Name

Popularity

1 MateBook Unquestionably a good choice if you're looking for a

D Series device that's worth your money. It provides a premium-

33
 looking design, a generous selection of ports, slim

bezels, and a promising powerful performance for its

price range which is good for students and employees.

2 MateBook No doubt Matebook is prepared for expert creation and

Series maximum productivity. It is recommended for more

professional use.

3 MateBook Top of the line, It has an industry-leading processor. Yet,

X Series the Matebook X is pricier of course and due to its price

not everyone can afford to buy the product.

Table 13. Laptops. It is ranked based on its competitiveness and performance despite its price range. 

WEARABLES

Rank based Brand Description

on Name

Popularity

1 Fit/Band The wearable, Watch Fit, is very appealing. While there

Series are some areas where it falls, such as heart rate accuracy

while exercising, it still has a great screen, generally

reliable sports tracking, and a strong, week-long battery

life. Overall, it's a smart-looking fitness tracker.

2 WATCH Elegant looking watches, good for everyday use and

34
 Series fitness use. more expensive than fit series. 

Table 14. Wearables. Both series are quite similar based on what it can do, but their differences are shown in

its interior design as well as its price range differences . 

AUDIO

Rank based Brand Description

on Name

Popularity

1 Freebuds Wireless earphones which are very compatible with

Series latest phones that don't have earphone jack. Active noise

cancellation is taken to new heights with the addition of

all-new adaptive ear-matching technology for enhanced

audio immersion.

2 Freelace a bluetooth wireless wired earphones that is preferred

Series when doing workouts. 

Table 15. Audio. It's almost always more convenient to use wireless earphones instead of wired ones because

they can connect wirelessly to phones, tablets and laptops. They also allow for more flexibility and they are

more portable. Based on the popularity of the two series, Freebuds is more salable. 

MONITOR

Rank based Brand Description

on

35
 Popularity Name

1 Vision "Future TV," supported by a sense of seamless

S collaboration and intelligently delivered entertainment, has

Series numerous smart features never before seen from competing

companies. compared with other brand Vision S series

categories offers a cheaper yet futuristic quality

Technology. 

Table 16. Monitor, Latest launch product of Huawei. Vision S series is a smart android television. 

Gadget Attachments/Accessories

Rank based Brand Name Description

on

Popularity

1 Huawei A wireless charger (max 27w) can charge the

Supercharge phone for minutes due to its super fast charging

Charger features. It improves the charging speed by 80%. 

The downside is not all Huawei smartphones are

capable of using it. 

2 Huawei Scale Human Scale that is Wifi/ Bluetooth operated. It can

measure your weight then direct it to the phone

application of Huawei (Huawei Health). it is

36
 compatible with phones running Android 6.0 or

later. 

Table 17. Accessories. useful and compatible for Huawei devices.   

Chapter 6 – Product/Brand Suggestion

In this chapter, the researchers have proposed a new product for Huawei, by

extending its product category and providing additional products for the mid-market of

Huawei. The “Snap Series: VlogCam” is a vlogging (mirrorless) camera under the new

brand “Huawei Snap Series” catering individuals within the mid-market that has leisure

for photography and vlogging. The camera’s physical design is sleek to carry and has a

built -noise-canceling microphone for better audio and a camera flip screen to allow

users to monitor and manage visuals. Additionally, it has a long battery life with a

maximum of 400 shots and 150 minutes of recording usage when fully charges, and is

expandable to 1TB of storage. Internal features focus on 4k high definition image and

1080p video resolution, also it is operated by “Huawei Share” with its built-in ecosystem

allowing it to easily transfer files to other Huawei devices. The camera is perfect for

beginners in vlogging or photography with high-quality outputs.

Figure 1: Huawei Vlog Features

37
6.1 Segment

This section focuses on Huawei’s market segmentation, categorized accordingly

to Philippines’ market setting. Its purpose is to allow Huawei to adapt and understand

more about the specific market and apply current and future approaches to align

campaigns better for the long-run (Yueyuan, 2021). Divided into four parts:

demographic, geographic, psychographic, and behavioral segments of the Filipino

market.

DEMOGRAPHIC Age: 17 years old and above

Gender: Male and Female

Income: ₱20,000-₱130,000 (per month)

Occupation: College students and

professionals

38
 GEOGRAPHIC Location: Philippines (Luzon-Mindanao),

International (includes 170 countries)

Density: Urban and Suburban

Climate: All Climates

Language: Filipino And English

PSYCHOGRAPHIC Lifestyle: Academic,

Professional/Career-Driven

Interests: Tech-Savvy

Social Class: Lower-Upper Middle Class

(Mid Market)

BEHAVIORAL Purchasing Behavior: Determined

Physical-Online Shoppers

Benefits Sought: Innovative-Competitive

Environment User Interface And

Experience

Customer Status: New, And Regular

Huawei Users

Table 18. Market Segmentation for the Huawei-Philippines.   

39
6.2 Market Share

In this section the researchers have not accessed an up-to-date data for the market

share accordingly to Philippine customers of Huawei. Instead, the researchers have

conducted a survey to determine how much demographically the Huawei customers in

the Philippines differ in preferences-accordingly to the segmentation provided. The

survey covers 20 participants of college students and professionals ranging from 17-45

years old.

Figure 1: Market Share by Age-Philippines

By Age
10% 18-24 years old
45 years old and
10% above
Under 17 years old
10% 50% 25-34 years old years
old
35-44 years old

20%

Figure 2: Market Share by Income-Philippines

40
 Income per month
5%
Student
20% Less than ₱20,000
Between ₱20,000-
₱44,000
50% Between ₱44,000-
₱77,000

25%

Figure 3: Market Share by Customer reason for purchasing Huawei

Customer reason for purchasing

Huawei
Battery Camera Display
Memory Operating System Storage

20% 22%

12%
18%

18%
12%

After conducting the short survey the researchers concluded that Huawei’s Philippine

market share is highly aligned to the global target market and segmentation of Huawei. The

majority of responses are college students, and professionals in ages from 18-24 years old and

is within the middle income range that is less than ₱20,000- which are considered to be lower

middle class, followed by between ₱20,000 – ₱44,000(Chua, 2020). while other participants

are labeled as students. Additionally,

41
6.3 Product Viability

As Huawei continues to innovate in technology, a vlogging camera has a big

potential in the market. Huawei already has the technology, software, and even the

materials they needed in creating the camera on the line. This vlogging camera suits the

lifestyle of their market, professionals, and students. People nowadays tend to

document every event or situation they are into and compile them for their own

purposes. This product will enable the users to utilize the ecosystem of Huawei. One

can transfer files from the camera to other devices that Huawei have through its Huawei

share. It also enables wireless printing with printers that enable WIFI printing. This

product will surely be a trend in the market since this will be the first time that Huawei

will release a vlogging camera. This vlogging camera is good for beginners in vlogging

or photography. They can get this product at a very affordable price, perfect for starters.

As we all know Huawei is collaborating with different tech vloggers through this, they

can help Huawei to market this new product easily. This product is great for future

vloggers, videographers, and photographers.

42
 Chapter 7 – References

Customer Segment Analysis. (n.d.). Huawei Enterprise. Retrieved September 8, 2022,

from https://e.huawei.com/en/solutions/industries/retail/digital-store/customer-

segment-analysis.

Li, D. (2021, March 11). Retrieved from Huawei Petal Search vs Google Search: A new

search engine is now launched. Huawei Central.

https://www.huaweicentral.com/huawei-petal-search-vs-google-search-a-new-

search-engine-is-now-launched/

Wong, A. (2020, August 19). Here are 5 cool Huawei Share features that you probably

don’t know. TechNave. https://technave.com/gadget/Here-are-5-cool-Huawei-

Share-features-that-you-probably-don-t-know-19845.html

43
Xi, W. (2021). Analysis of Huawei’s International Marketing Strategy Based on the

SWOT Analysis. 2021 2nd International Conference on E-Commerce and

Internet Technology (ECIT). https://doi.org/10.1109/ecit52743.2021.00041

Yueyuan, Y. (2021, March 22). Analysis on the Customer Segmentation of HuaWei

Company. Www.atlantis-Press.com; Atlantis Press.

https://doi.org/10.2991/aebmr.k.210319.024

Chua, P. (2020, September 22). Here’s What Makes You Poor, Middle Class, or Rich in

the Philippines. Esquiremag.ph.

https://www.esquiremag.ph/money/wealth/filipino-income-class-a00297-

20200922

44