TABLE OF CONTENT

Serial Topic Page

no.

1. Introduction 00

2 Significance of the study 00

3 Objective 00

4 Methodology 00

5 Analysis and Interpretation 00

6 Findings of the Study 00

7 Recommendation 00

8 Limitation 00

9 Conclusion 00
Bibliography
10 00
 INTRODUCTION

Digital marketing activities are search engine optimization (SEO), search engine marketing
(SEM), content marketing, influencer marketing, content automation, campaign marketing,
and e-commerce marketing. , social media marketing, social media optimization, e-mail
direct marketing, display advertising, e–books, optical disks and games, and any other form
of digital media.
Business development entails tasks and processes to develop and implement growth
opportunities within and between organizations. It is a subset of the fields of business,
commerce and organizational theory.
Marketing strategy has the fundamental goal of increasing sales and achieving a sustainable
competitive advantage. Marketing strategies cover everything from Pay per click, search
engine marketing, public relations (PR), Engineering with Marketing & the much more.
 COMPANY PROFILE

Xiaomi Corporation is a Chinese electronics company headquartered in Beijing. Xiaomi makes

and invests in Smartphone, mobile apps, laptops, and related consumer electronics. Xiaomi
released its first Smartphone in August 2011 and rapidly gained market share in China to become
the country's largest Smartphone company in 2014. At the start of second quarter of 2018,
Xiaomi was the world's fourth-largest Smartphone manufacturer, leading in both the largest
market, China, and the second-largest market, India. Xiaomi later developed a wider range of
consumer electronics, including a smart home (IoT) device ecosystem. Xiaomi has 15,000
employees in China, India, Malaysia, Singapore and is expanding to other countries including
Indonesia, the Philippines, and South Africa. According to Forbes magazine, Lei Jun, the
founder and CEO, has an estimated net worth of US$12.5 billion. He is China's 11th richest
person and 118th in the world. Xiaomi is the world's 4th most valuable technology start-up after
receiving US$1.1 billion funding from investors, making Xiaomi valuation more than US$46
billion.

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 HISTORY

Xiaomi was founded in April 2010 by Lei Jun. MIUI, the ROM made by Xiaomi, turned into an
immense achievement and has been ported to numerous gadgets. Since 2014, MIUI can be
downloaded and installed in more than 200 gadgets in both English and Chinese. By the end of
2013, Xiaomi had more than 30 million MIUI clients around the world, an impressive figure for a
youthful organization.

The MIUI ROM isn't as user-friendly as Apple's iOS and gives modern administrations, for
example, cloud reinforcement, simple to utilize music player, and an application store. The group at
Xiaomi joyfully takes on fan criticism using numerous channels and updates the ROM regularly
with bug fixes, improvement, and extra highlights.In 2011, Xiaomi launched the Mi One phone.
Xiaomi just doesn't make its own product, but it fabricates its own equipment. The Mi One was a
top-spec phone with signigicant features.

While commentators rush to call the Beijing-based organization "The Apple of China", Xiaomi
likes to contrast itself with Amazon. Xiaomi makes ground-breaking equipment which it sells and
depends on administration and substance to make up a greater part of its income.

Xiaomi's income in 2013 alone was over $5 billion, very noteworthy for a young organization.
There are comparisons between Xiaomi and Apple as both are equipment and programming
organizations, both have solid power over stock-chains, and both have a hot fanbase.

Aside from this, the two organizations don't share anything else practically. Apple prices its phones
at unbelievable costs and doesn't take on a lot of client input, whereas Xiaomi is polar opposite.

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 PRODUCTS

Xiaomi produces many products. Notably, it produces Smartphone which run on their own
version of Android MIUI firmware. Observers suggest that part of Xiaomi rapid success rests on
its ability to differentiate itself within the Android universe. The company has increased its range
of products; its Smartphone include: Mi Series, Mi Note Series, Mi Max Series, Mi Mix Series
and the Redmi Series. Redmi Note and MI mobile phones are two different products of two
different companies. As well as mobile phones, Xiaomi has started selling wearable’s, mobile
accessories, and appliances such as television and speakers. In 2018 it was selling tablets,
laptops, and smart-home devices.
Xiaomi operates on a vertically-integrated model that enables the company to sell hardware at
cost or below in order to attract users and earn money by selling content. Hugo Barra, a former
Google executive who served Xiaomi vice president from 2014 to 2017, characterized the
organization as "an Internet and a software company much more than a hardware company".
Xiaomi also keeps its prices low or close to "bill-of-material" by keeping most of its products in
the market longer, eighteen months rather than the six-month norm followed by many
Smartphone companies.
prices of key components of its products. It enables the company to sell hardware with
specifications comparable to high-end devices at a fraction of the cost.
The company's version of the Android operating system, the MIUI skin, with its design, app
marketplace, and functionalities, has established a community of users who form a crucial part of
Xiaomi customer base and contribute to the company's drive for market awareness. This
ecosystem is a massive source of revenue as indicated in 2015, when sales from the platform
reached $750 million
Xiaomi Redmi Note The company focuses on India, the world's second-largest Smartphone
market. Xiaomi announced on May 2, 2018, the launch of Mi Music and Mi Video to offer
"value-added internet services" in India. On March 22, 2017, Xiaomi announced that it planned
to set up a second manufacturing unit in India in partnership with contract manufacturer
Foxconn. On August 7, 2018, Xiaomi announced on its blog that Holitech Technology Co. Ltd.,

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Xiaomi top supplier, would invest up to $200 million over the next three years to set up a major
new plant in India.
Recently Xiaomi started to sell more simple goods such as sunglasses, caps, pillows, glass
lunchboxes, cups, filters, bags, backpacks, luggage’s, screwdrivers, umbrellas and etc.
In 2019, researchers at Check Point found a security breach in Xiaomi phone apps. The security
flaw was reported preinstalled.
Xiaomi Redmi Parent Company- Xiaomi
Category- Smartphone’s
Sector- Mobile Handsets
Tagline/ Slogan -“Accelerate your life”
USP- Low price tag
Xiaomi -Redmi STP
Segment- Smart touch phones
Target Group -Middle and lower middle class people
Positioning- Budget Smartphone

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 HIGHLIGHT & RECOGNITION

One of the Largest Smartphone maker – Xiaomi is one of the largest Smartphone makers in
the world. It is said to be the 5th largest Smartphone manufacturer as of 2017. Originating from
China, the Smart phones are manufactured in huge quantities and have wide acceptance across
the world.

Highest selling Smartphone – The REDMI Note 4 became the highest selling Smartphone in
India and China and practically in 50% of the Asian market. This shows that Xiaomi is strongly
rising in the Smart phone market and has already beaten several giants.

Huge China and Asia market available – Another benefit to Xiaomi is that the whole Asian
market is their playground. As China lies within Asia and as Chinese mobile brands are highly
penetrated in the Asian markets, Xiaomi still has a lot of ground to explore.

Penetrative Pricing – Xiaomi has the strongest penetrative pricing advantage because it
generally uses direct marketing techniques and avoids dealer and distributor margins.

Good Quality products – Even at such low prices, no one can doubt the quality of Xiaomi
phones. The Smart phones are regularly rated high on all E-commerce portals – a further proof
that Xiaomi does not compromise on quality even if lowers the price regularly.

Manufacturing Advantage – China has a huge manufacturing advantage because the country in
itself is known for manufacturing and exporting the products. China is also one of the largest
consumers in the Asian market.

Rising Brand Awareness – Xiaomi’s brand awareness is rising and more and more people are
getting to know about the brand thereby resulting in higher sales across the globe.

Growing year on year – The company which started manufacturing in 2011 has grown by leaps
and bounds and is regularly growing year on year.

E-commerce Advantage – The Flash sale model is a very popular model which has worked
wonders for Xiaomi. In this model, the product is made available only in limited quantities and
sold at a very low price. This model made the consumers crazy and each Xiaomi looked like a
price which was hard earned.
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 SIGNIFICANCE OF THE STUDY

Xiaomi Offers a Great variety of mobile phones and its latest are Mi Note 10 Pro Poco
phone, Black shark and the and Redmi series along with Poco series. Its budget phone is
Note series.
 Its products are top end with latest technology, good battery back and functionality
 A lot of service centre are there to support the products
 A variety of models in every price range to cater to the customer’s need.
 Product is durable with dust and water resistant in higher category
 Support the latest android update
The price of Xiaomi is very competitive when compared to the quality and durability they offer.
The starting price of ‘Mi Note’ Series is Rs 7000 and latest phone (Black shark) can go up to Rs
70,000.
 Competitive pricing
 High end phones are launched at very premium price of Rs 60,000 and they generally
comes down to range of Rs 30,000 in a year
 Skimming price strategy is adopted in the case of high end smart phones.
Various distribution channels are available in today’s era and you need to decide on the
combination of single distribution channel.
Xiaomi has following different distribution channel to support it massive number of mobile
phones.
 Xiaomi sells its mobiles through online and offline channels.
 Xiaomi appoints distributors which sells to retailers and sub dealers
 Xiaomi sells directly thru its online site www.samsung.com
 Distributors also sells to e-commerce sites like Flipkart, Snapdeal or Amazon

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 OBJECTIVE OF THE STUDY

The main objective of the study is as follows:-

 To maintain Social media interactions with customers.
 To study how to visits Website and leads the customers
 To establish factors influencing Brand Loyalty of Xiaomi Corporation.
 To find out the factors influencing Buying Behavior of a Consumer towards Xiaomi
Corporation.
 To find out the relationship between brand and market share towards Xiaomi Corporation.
 To find out the brand perception of the consumer towards Xiaomi Corporation.
 To know the attributes that customer keeps in the mind while dealing Xiaomi Corporation.
 To study new products or services which is launched?
 To study the different criteria of digital marketing services.
 To analyze the approach which help them to get more business

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 METHODOLOGY

The purpose of the research is to discover answer to question through the application of scientific
procedure. The main aim of research is to find out the truth which is hidden and which is not been
discovered as yet. Through each research study has its own specific purpose.
The process used to collect information and data for the purpose of making business decisions.
The methodology may include publication research, interviews, surveys and other research
techniques, and could include both present and historical information.
The marketing strategy of xiaomi mobiles presents an interesting case due to the fact that the
company has an experience of pursuing both, cost leadership as well as product differentiation
strategies during its lifetime.
Very few of us know that in actual scenario Xiaomi isn’t selling a product it actually selling its
service in the form of a smart phone or I can say smart service. Even Xiaomi also a problem
solver and everyone know those who can solve the problem definitely reach on the top whether
he can innovate or copy it.

The entire dissertation report is based on secondary information collected from various sources
like books, magazines, journals, article publications, newspaper, websites and annual reports from
time to time. This secondary information helps me to construct, interpret as well as to conclude on
certain aspects important for this report. As a result of this, no sampling size, sampling frame,
sampling instrument will appear available in this methodology. I tried my best to execute and
explain my narration of the fact in my dissertation as closely as possible. While interpreting the
facts I took the help of graphical representations already available to me which I have shown with
proper references. The ultimate purpose for this project is to find out the various marketing and
promotional strategies that are being used by xiaomi throughout the years.
It has also explained the various issues that had been faced by the company and how they had been
tackling the issues and making the brand number one for decades among the people. Finally it had
shown a complete analysis between xiaomi and various other mobile brands and how well xiaomi
have over powered every other mobile brand and became one of the super powers of the mobile
industry.

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 METHODOLOGY

This dissertation carries out the comparative study of the following perspectives of marketing, related to
brands,

Consumer perception
Brand Awareness

A methodology is designed, implemented and followed to analyse the consumer’s perception about brands,
their awareness and loyalty towards these brands so that a comparison can be made between these both
brands.

Type of Study:

This is a descriptive study, as it is involved various explanation and vivid description.

Type of Data:

The methods opted for doing the dissertation are Qualitative and Quantitative.

Data Collection Sources

In order to acquire information for conclusions and findings during this dissertation, different sources are
used which include secondary data sources only:

Secondary Sources:

Also, some secondary sources will be used to obtain the Secondary data i.e.

1. Previous research data

2. Official sites of Coursera & Udemy

3. Brand Reviews/ Brand Official reports

4. Web information/ Internet Survey

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 ANALYSIS AND INTERPRETATION

MARKETING STRATEGIES ADOPTED BY XIAOMI

On June 6, 2010, eight partners came together to co-found a software startup that would create a
new custom ROM based on Android. The startup wanted to create an easy-to-use interface that
could provide added functionality to Android. This strong team was led by a CEO who had had
successful exits in the past. Lei Jun who founded it in 2000, which was later acquired by
Amazon in 2004.

Jun launched the startup’s firmware, called MIUI, in August, 2010 and soon realized that his
company had to build hardware to go with the MIUI experience. The first handset was launched
in August next year – the Mi One, a top spec phone with a great price way ahead of its time.
Since then a lot many things have changed for Xiaomi. For one, the 4-year-old ‘startup’ has
beaten Samsung to become the largest smart phone maker in the largest handset market of the
world.
In the second quarter of 2014, Xiaomi shipped more than 15 million of its devices, compared to
13.2 million of Samsung. The firm that terms itself a ‘mobile internet company’ rather than a
‘handset manufacturer’ shipped 18.7 million devices in 2013 and is already on its way to an
ambitious target of 60 million devices this year. Within four years of its inception, Xiaomi has
gone from being a startup to a $10 billion upstart and has every Smartphone-maker in its cross-
hairs, as it keeps undercutting on price and sells high-end specs at low prices.

From the very beginning, Xiaomi has attempted to save its costs by reducing marketing spends.
From having almost zero budget for advertising to building a strong fan base, Xiaomi has
succeeded in making its marketing extremely unique and personal.

With rising competition in the market as well as changing customer behaviours, the company has
started focusing on its marketing efforts by increasing its marketing spends year on year.

With that being said, let us go through some of the common as well as unique marketing
measures used by Xiaomi to maintains its relevance in the market.

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PRICE
Xiaomi solve the core problem of Indian consumer i.e. find the great product at a reasonable
price which none of the brands did before it and that’s it makes a mark in our country.

DURABILITY
Even I’m one of the consumers of the Xiaomi product and it’s been a great product and I can
say that it’s a complete package under the budget Ya I’m not a Die hard fan of any brand but I
can say you I hardly found any complaint about Xiaomi product at its price which is reversed
in case of Apple.

MEMORY
I think its the only reason why Samsung left behind Xiaomi because most of the smart phone
facing memory problems because we all know most of the apps get updated version and even
that half of the space covers by Google products so people start moving to Xiaomi instead of
moving their data to the data card.
FLASH SALE
That’s the marketing strategy that leaves everyone behind I don’t comment on the selling
quantities because I’m not sure whether they are correct or not but this strategy booms
Xiaomi products in the Indian market and other brands started to copy the same strategy.
CONNECT WITH COMMUNITY
This is what’s makes the Xiaomi NO.1 in India i.e connect with their consumers or
audience because a single company can’t solve the whole problem people involvement
make it easier to solve more quickly and accurately.
KEEP INVENTING
Xiaomi keeps inventing their produc
ts and I can say that if you want to be a leader in the Indian market every company has to
innovate because if you’ll not going to do it someone else will definitely do it so keep
inventing.
ALL RANGE AVAILABLE
Xiaomi products are available in all ranges now that helps the Indian customer choose as per

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their budget because you never be the leader if you only care about only a few peoples you
have to take care of all segments of people to be the No.1 which is done by Xiaomivery well.
OTHER TECH PRODUCT
With smart phone Xiaomi launches other products also like Power bank, Smart Band, Smart
TV, etc. that also reaches to high volume in selling and service.
We can say that Xiaomi for one has a very well defined target audience. They target the fast
growing but nascent middle class in emerging economies. So as the financial situation of the
middle class grows, they aspire to live a better life resulting in buying products which are
next to top brands.

Xiaomi products rank top notch in the industry despite having 60% less prices then premium
brands.It doesn't target premium customers, rather it targets teens who are willing to buy a
premium device at much lower cost. On average, a new version of a phone is launched every
265 days in the industry – down from 345 days in 2009. But Xiaomi doesn’t renew its product
for two years. Then, rather than charge high prices to cover the high cost of state-of-the-art
components, Xiaomi prices the phone just a little higher than the total cost of all its
components. As component costs drop over the two-year period by more than 90%, Xiaomi
maintains its original price, and pockets the difference. So essentially its profit formula is the
opposite of Apple’s, which collects its highest profits with the introduction of each model and
needs to come up with new model after new model to keep those margins up. Through an
online retailer called Flipkart, potential buyers preregister for a short sales window. They’re
required to stay online for at least two hours before the sale starts, and then only the first 20,000
lucky buyers get the opportunity to purchase. Human nature being what it is, after this awful

experience, buyers end up wanting the phone even more . Xiaomi is close to meeting its target
of selling 60 million phones in 2014 with a business model well suited to expansion into other
developing economies.

TARGET MARKET & SEGMENTATION STRATEGY

Xiaomi’s market positioning is aimed at bridging the gap between the mass market and the
high-end segment of the market. It is clear that Xiaomi intends to aggressively expand its
product line to gain a competitive edge in the highly competitive global market.

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Over the years, it has enhanced its product portfolio and now offers a wide range in not just the
smartphone category but also in various other categories.

Now that you have an idea of what Xiaomi offers and who it targets, let us now understand more
about Xiaomi by going through its marketing mix.

MARKETING MIX XIAOMI

Marketing mix model is a practical way of conceptualizing how you should approach marketing
in a business. The framework of this model is based on the parameter of 4Ps: Product, Price,
Place and Promotion. This framework helps in understanding what a business is offering and

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how it is offering to its target audience and target market.So let us know go the first 4Ps in the
comings section concerning Xiaomi’s offerings.

PRODUCT STRATEGY OF XIAOMI

Xiaomi entered the Indian market through aggressive pricing and impressive product offerings
but has now found its niche in the sub-continent being first amongst the many to sell
smartphones that are feature-packed and priced at the level of entry-level smartphones.

This has led to a lucrative segment of the low-cost smartphone segment having a mass appeal
due to Xiaomi’s high offerings at affordable prices.

PRICE STRATEGY OF XIAOMI

The core business model of the brand is built on expanding its product offerings through
aggressive price reduction. This pricing strategy is aimed at gradually gaining a foothold in the
market by providing low-cost alternatives to more expensive products without compromising on
quality or features.

As of 2020, the price of Xiaomi’s smartphone range from as low as ₹5,000 to as high as
₹200,000. This affordable pricing strategy has been a crucial pivot for the company, making
them India’s no.1 smartphone brand.

PLACE & DISTRIBUTION STRATEGY OF XIAOMI

Xiaomi is now present in over 100 countries with an affordable range of smartphones, smart
TVs, laptops, wearable and gaming devices. With a global footprint, great product quality at
competitive prices, the company is expanding its reach to various new markets every year.

Most of the sales are done online rather than offline which has also proved to be beneficial for
the manufacturer and as well as the consumers. However, it has shifted its primary focus towards
expanding into offline markets as well. With substantial investments in product and technology
developments, Xiaomi aims to establish its presence in the lucrative international markets

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through heavy expansions and gaining market share through aggressive pricing tactics and
marketing strategies.

PROMOTION STRATEGY OF XIAOMI

In its starting years, Xiaomi relied very little on marketing. But now, it has shifted to a more
active approach in promotional activities as it focusing on key regions like the US and Europe,
India as well as China itself.

Xiaomi’s promotion strategy changed dramatically around 2016. The company realized that it
needed to expand beyond just selling its products and started focusing specifically on India and
China — two countries with large populations but limited disposable income.

Its recent marketing moves come after years of gradually gaining prominence in the mobile
phone market through its low-cost phones.

Xiaomi launched a new campaign #ScreenSahiTohSceneSahi that showcases the immersive

viewing experience delivered by their product – the Redmi Note 11 Series Super AMOLED
display.

The campaign film was released across social media platforms and has been conceptualized by
director Anurag Kashyap and features renowned Bollywood actress Vaani Kapoor.

Selling smartphones at affordable prices has helped Xiaomi gain a significant following in countries like
China and India previously and now it hopes to expand its influence across the globe through expanded
distribution and better marketing tactics.

BRAND AMBASSADOR OF XIAOMI

Brand ambassadors are the voice of your brand, your face and your ears as well. They’re the
ones that get to spread your message to a larger audience that most likely wouldn’t be aware of
your brand if it weren’t for them.

Xiaomi India has signed Ranveer Singh as its brand ambassador to promote its products in India.
It very recently signed Sonu Sood for promoting the Redmi brand of products.
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Signing Ranveer Singh is a master move as he’s the A-lister in the Bollywood scene currently
and this helps Xiaomi to distinguish itself from its competitors. The signing of Sonu Sood can
also be considered a master move given how Sonu Sood has been in the news for a while for his
good works during the pandemic.

Redmi has also previously collaborated with Katrina Kaif for the launch of Redmi Y2
smartphones.

FLASH SALE BY XIAOMI

Xiaomi is the brand that makes most sales on online shopping platforms through flash sales. The
Flash sales model has proved to be incredibly beneficial for the Chinese smartphone company
since it creates a sense of urgency.

People wait for weeks and days for the anticipated launches which also disguisedly promotes the
products online as people talk about them on various online forums.

Since the mobile prices and other electronic gadgets are cheap and affordable they run out of
stock shortly. Hence keeping potential customers hooked for the next flash sale.

MARKETING & ADVERTISING CAMPAIGN OF XIAOMI

Marketing campaigns are a great way to publicize your product or business. They can be used to
promote a website and its content, assist in the storytelling of products and services, or sell
products.

Let us go through some of the marketing campaigns done by Xiaomi in the coming sections.

#SonuKiSuno – A Marketing Campaign of Redmi India

“Sonu Ki Suno” is a recent marketing campaign of Redmi, which focuses on tapping into the
rising passion for smart devices in India. It was promoted with a tag line “#PowerPacked”. The
campaign revolves around showcasing how the basic elements in life that should be considered

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while buying a smartphone and how Redmi offers all these necessary features that are helpful in
day to day life.

COMPETITIVE COST & LARGE ECOSYSTEM

Xiaomi business strategy can be classified as cost leadership. According to its founder and CEO
Lei Jun, Xiaomi was founded on the belief that “high-quality technology doesn’t need to cost a
fortune.” Accordingly, the company offers smart phones and other internet-technology products
and services for affordable prices.

On a wider perspective, Xiaomi business strategy is based on the following four pillars:

1. Gathering and utilizing a large fan base. Xiaomi has a large fan base involving millions of
people across the globe. Fans spend countless hours online discussing Xiaomi products on
various forums, thus increasing the level of brand awareness with no extra cost for the company.
The mobile internet company enjoys cult-like following, the same way as its major competitor
Apple.

According to its business strategy, Xiaomi fosters, develops and encourages its fans via Mi Fan
Festivals that involves discounts and gifts. The motto of the company is “Just for Fans” and the
company is also known to recruit its new employees among Mi Fans.

2. Designing great products at a reasonable price. Xiaomi practices ‘design as you built’
philosophy, incorporating Mi Fans feedback in a constant manner at all stages of new product
development. Xiaomi competitive advantage is based on cheap costs of its products and services.
In simple terms, cheap costs of Xiaomi products and services is the main reason for consumers
buying those products and services.

3. Constant optimization of products through eco-chain. The mobile internet company is

aggressively increasing the ecosystem of its products and services. This is another important
aspect of Xiaomi business strategy. Currently, Xiaomi ecosystem comprises 55 companies
including 29 companies which were incubated from the ground up by Xiaomi. The ecosystem
produces ever-increasing range of products ranging from smartphones to rice cookers.

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4. Xiaomi Triathlon: Hardware+New Retail+Internet. As it is illustrated in Figure 1 below,
Xiaomi Triathlon sources of revenues consist of hardware, new retail and internet. Xiaomi
positions itself as an internet and software company to a greater extent than a hardware company.

The company perceives the sales of hardware as a means to deliver software and services in the
long-term perspective. Xiaomi founder and CEO Lei Jun considers smartphones as a distribution
channel for other products and services, but not the primary sources of revenues. Nevertheless,
currently around 80% of the company’s revenues are generated from selling smartphones.

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 SWOT ANALYSIS

STRENGTHS

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of

Xiaomi Redmi. Strengths are:

1. Budget Smartphone launched via flash sale model

2. Dual SIM 4G support , powered with 1GB RAM and 8GB onboard storage
3. Special launch iof limited edition 16 GB storage and 2GB RAM phones
4. Offers sharpest and best display among its competitor phones
5. Cameras one of the strongest features of Redmi smart phones with sharp and crisp pictures
6. Price has been a great strength for xiaomi models
7.
WEAKNESSES

Here are the weaknesses of Xiaomi Redmi:

1. Perception of the brand is still not at par with Samsung, lg etc

OPPORTUNITIES

Following are the Opportunities of Xiaomi Redmi:

1. Improve upon by increasing display size, and making phone lighter as compared
to competitors

2. Include latest OS with regular updates

THREATS

The threats of Xiaomi Redmi are as mentioned:

1. Many competitors in same price tag segment
2. In terms of offering, similarity in storage space and connectivity options
COMPETITORS

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The 4 main Xiaomi Redmi competitors: 1. RealMe 2. Oppo 3. Vivo 4. Motorola

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 FINDINGS OF THE STUDY

It reveals that 33% of the respondents came to know of Xiaomi Corporation through TV
ads, 24% of their respondents through magazines, 21% of the respondents through the
existing customers and 12% of respondents from friends, 10% of respondents through
internet. The above graph explained that majority of respondents are TV ads and
Magazines.

It reveals that good perception comes from 45%, 25% have ordinary perception about the
Xiaomi Corporation and rest by 25% have No Comment, 5% have poor perception.

It is observed that 35% of respondents strongly agree Xiaomi Corporation have good
Quality, 45% agree, 15% neither agree and 5% of respondents disagree.

It reveals that 35% of people says excellent about selling scale system of Xiaomi
Corporation, 25% Good, 16% Fair, 12% Poor and rest 12% says very poor.

It is observed that Xiaomi Corporation are economical. 15% of public is extremely agreed
with this statement, 20% is highly agreed, 45% is agreed and rest of peoples answer is
negative.

It reveals that 65% of respondents says Xiaomi Corporation. are more quality and
beneficial than others. Only 35% of respondents Says No.

It is observed that 65% of respondents satisfied with Xiaomi Corporation Services.

Only 15% of respondents dissatisfied with its Services.
It reveals that 87% of customer says yes advertisement influence decision in choosing a
Xiaomi Corporation
Majority (37.5 %) of their retailers area wise of the Xiaomi Corporation. The next majority
(35 %) of the retailer awareness is about the XIAOMI CORPORATION Services.
Majority (55%) of the retailers have opinioned that they are satisfied with the sales Xiaomi
Corporation. A considerable proportion of the retailers have opinioned only neutral about
their satisfaction level. 8. It reveals that Most of the respondents purchase Electronic
items & Gifts from Online.
It reveals that Face book Business Pages (24%), Free Webs (36%), Google ad words (16%)
& SMS Marketing use 24% marketing applications in present.
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 CONCLUSION

Xiaomi is a new company compares to Apple or Samsung such popular companies.

However, its development shocks the world. And according to its development and
company’s history, we can notice that it is possible that Xiaomi will overpass these
companies. Even some people think that Xiaomi copies the techniques from other
companies, such as Apple. But, we should not that they did have their advantages; their
products are coming into people’s life. And since the media, electronic product, even some
technologies are relevant to our life, thus Xiaomi will have very large region to improve and
keep continue their development.
Digital Marketing is not only concerned with placing ads in portals, it consists of integrated
services and integrated channels. Marketers want to use these components in an effective
way to reach target groups and to build a brand. In this digital era marketer is not the
custodian for a brand, people who are connected across the digital platforms are the
custodians.
The ability to interact with the customers of the company should be viewed as a very
positive aspect by any business. It offers very real insight into how the company’s are
viewed.
The feedback shared on the review social networking sites such as Face book, LinkedIn,
Twitter, Google+, holidayiq.com & Trip Advisor is an opportunity to improve the service
offering.
Measuring the affects that reviews, Wall-posting, Blog, Photo Video, Pop-up, tweets and
posts can directly have on bookings could be quite difficult.
Digital Media creates a real Connection between companies and customers; that
connection creates a trend for purchase intensity.
Digital Networking provide ample of opportunities for interacting with any industries
partners.
Digital Marketing provides a platform to innovative advertising to be effectively used for
business growth of any industries.
Industry with use of Social Networking Sites can gain competitive advantage by reducing
advertising cost , create awareness, capture large market, able to transact globally can
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improve customer service quality and acquire new customers.

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 BIBLIOGRAPHY

o BOOKS- Weber L (2009). Marketing to the Social Web. Second Edition.

o Zarrella D (2013). The Social media marketing. O‘Reilly Media
o Website:https://www.mi.com/in/about/
o https://en.wikipedia.org/wiki/Xiaomi

o https://www.digitalvidya.com/blog/how-xiaomi-making-effective-use-of social-media-
to- target-Indian- consumers/
o https://www.marketmechina.com/6514-2/
o https://en.wikipedia.org/wiki/Social_media
o http://whatis.techtarget.com/definition
o https://iide.co/case-studies/xiaomi-marketing-
strategy/

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