XIAOMI

CORPORATION

The "MI" in logo stands for “Mobile

Internet”. It also has other meanings,
including "Mission Impossible", because
Xiaomi faced many challenges that had
seemed impossible to defy in our early days.
 Product  Founded in April 2010 "Just for fans" – Xiaomi belief
Mobile phones
Smartphones MISSION STATEMENT: “ Making quality
Tablets technology accessible to everyone”
Smart home appliances
Laptops

According to GfK, in Q3 2019, Xiaomi

market share in October 2019 reached
10.03% in Vietnam market
 Demographic environment
•Average income of Vietnam population is about 2800 USD/per year,
increased by about 4.5 million compared to 2017. Customers are
becoming interested in the high-end market than the day before.
•Vietnam's population is more than 97 million people (2020), more than
70% of the population is under 40. The trend is converting to young
population generation (General Statistics Office of Vietnam)
MACRO
ENVIRONME
• 40% of Vietnamese
NT smartphone users are
"Millennial", the
typical occupation of
Vietnamese
smartphone users is
mostly office workers,
followed by engineers,
doctors, teachers,
business owners,
workers, students
(Nielsen Report)
 • GDP in 2019 achieved impressive results, the
economic growth in 2019 reached 7.02%,
exceeding the National Assembly's target of 6.6-
6.8%.

• In 2019, macroeconomic stability, inflation was

Economic under control in the past 3 years.

Environment • Import-export turnover of goods exceeded the

500 billion USD mark.

• Labor structure shifted in a positive direction.

• With rising disposable income, consumers have

more and more money to spend on smartphones.
Social Environment Technological Environment
• More and more customers are switching to smartphones • Smartphone trends in 2020 is the
and other electronic gadgets which is good news for Xiaomi. competition of brands in cameras, displays,
strong battery with fast charging,
• Customers in Viet Nam have a notion that any product
processors, and 5G connectivity, especially
labeled ‘Made in China’ is substandard and wouldn’t
in the high-end segment (Cnet).
perform as expected.
• The development of 5G wireless technology
is a great opportunity for Xiaomi concept
Political Environment smartphones in the future.
• Xiaomi has close ties with Chinese political systems. Xiaomi has
gained a big market share about smartphones in their country.
• Since 2017, Xiaomi has had official stores and service centers in
Vietnam. In the early days, users extremely worried about
privacy policy because of some bad news in foreign market in
2014. However, in 2017, at Xiaomi conference, the CEO of Xiaomi
has confirmed that they didn’t keep track of consumers on the
software.
 • The first smartphone has a 108MP camera sensor.

• High level of customer satisfaction, has loyal fans community

S
• High quality products at prices near costs, which is hard to beat.

• Highly skilled workforce through successful training and learning

programs.

• A great investment in training and developing employees.

• Have extensive retailers in Vietnam (FPT, TGDD,...).

• Variety of smartphone and other devices.

• Strong brand awareness and value.

 • Do not have advantages in high-end segment
• Mix Alpha is a "concept phone" and will be difficult in mass produced,
only produced on a small scale
• No easy shortcut for adjusting the volume.

W
• Difficult for consumers to find a case to protect their phones.
• Huge screen so it's hard to hold and use.
• Over reliance on the Chinese and India market rather than
international expansion. Xiaomi delayed effort to enter the Vietnam
market like its competitors Samsung and Huawei.
• Low global market share.
• Do not PR as well as they can
• Has been extreme diversification into non-core products which have
not been well received in the market have been unnecessary forays
(ex : Xiaomi Drone).
 • Viet Nam economy is developing, average income is increasing, so
living standards are also increasing.

• Smartphones are necessary devices nowadays (for works,

O
connection...).

• Advent 5g technology.

• Vietnamese customers like high quality smartphones associated

with reasonable prices.

• Vietnamese customers are trendy, willing to experience new things.

 • There are too many strong marketing rivals like Oppo or Samsung,
most recently Huawei have just attempted in VN’s market since

T
2017, still a new brand with customers.

• Chinese brands have so far been difficult to win the hearts of

users.

• Competitors have already had loyal-fan throughout the country.

• Standard about products change quickly.

• Liability laws in different countries are different and Xiaomi may be

exposed to various liability claims given change in policies in those
markets.
COMPETITORS
SEGMENTATION & TARGETING

Demographic Segmentation
• Millennials (1979 – 1994)
• High or even very high income and are
willing to pay a lot for technological devices Geographic Segmentation
• Occupation are CEOs, businessman, IT, • Urban, central cities (Hanoi, Ho Chi Minh…)
photographers, architect, managers or
• High-grade residential areas
equivalent professional jobs.
• Highly educated
• From the upper middle class to the upper
class
• Preferred single men, because their
willingness to pay for high-end technological
devices is always higher than others.
PSYCHOGRAPHIC SEGMENTATION BEHAVIORAL SEGMENTATION

Benefit sought: unique appearance, perform

personal branding, high efficiencies, professional
Confident and successful people, favour cameras, great customer services…
established products and services that show
Consumption behavior: having above average in
off their success to their peers.
usage of technology or even having high technology
Particular emphasis on new products and have usage as well as they are very tech-savvy.
a lot of energy.
User status: ex-users, potential users, regular users
Targeting customers are always early adopters or loyal members of Xiaomi.
of the latest and greatest thing, influential and
The loyalty status: truly fans of Xiaomi, who has
even very creative as well as trendy.
already used Xiaomi and been keen on Xiaomi
products as well as is willing to pay a huge amount
of money for this product.
 POSITIONING

Product characteristics
Pricing
MARKETING MIX (4Ps)
Product
Product line: High-end (Mi Mix series)
Branding
Name: Mi MIX Alpha
Term: Explore — Let the future contain more
possibilities
Logo: MIX Alpha (logo just have word, as this
phone logo is minimalist as possible, to
emphasize the screen)
Symbol: Unknown territorial ( like beyond the
universe)

Mi MIX Surround Display: The body is

surrounded by ONE display
 A Camera for Exploring the Future
The phone frame

Nano-silicon-based lithium ion battery

5G Super Flagship Performance
Pricing
Pricing objectives: Product - quality leadership
Xiaomi aims to become a leader in product
quality as well as features in the high-end
segment with Xiaomi Mi Mix Alpha.
Pricing method: Perceived-value pricing
Perceived value pricing is effective in pricing of
premium goods. Xiaomi Mi MIX Alpha has unique
features. Despite higher price, its values will
please Xiaomi fans.

58.890.000 VND
 Bundled gifts (Mi Pro power bank,
Mi True Wireless headphones,
Xiaomi Amazfit GTR smart watch) to
increase the perceived value of
customers for the product, express
gratefulness to Xiaomi fans without
reducing the value of the product
Place

Exclusive distribution
Promotion
Direct Marketing
•Used email marketing to promote the
product, send email to customers who
are fan of Xiaomi and who interested
with new products of Xiaomi.
•Send mail/email marketing to existing
Xiaomi customers.
Public Relation (PR) & Events
•Contact blogger and reviewer of
technology. Send them sample.
•Organizes an outdoor events to introduce
the product.
Advertising
• TV and cinema advertisements (TVC about unique and
attractive features of Mi MIX Alpha)
• Place LED screens in elevators of major shopping
centers (Landmark, Crescent Mall, Takashimaya, ..).
•Place billboards outdoors on major street (district 1, Phu
My Hung Villas…)
Personal Selling
• Let customers try Xiaomi Mi MIX Alpha at its
showrooms in Hanoi and Ho Chi Minh City: Mi Store. 
• Bringing the best customer service, solving
problems as quickly as possible for customers
Promotion
Sale Promotion
•When customers pre-order Xiaomi Mi Mix
Alpha will get a bundle gifts with a voucher of
10% off for the next purchase.
•Free shipping to customer door.
•Randomly select customers from the list of
email subscribers, customers like/share/review
products and services to give random gifts
(Bluetooth Speaker). 
Social media
•Telling story and organizing competitions on
Youtube, Facebook, Twitter...
•Promoting through MIUI (forum where Xiaomi
users - Mi Fans - update all information about the
company): to Introduce products and creating
discussions to collect Xiaomi fans opinions about
the product.
•Creating a contest on MIUI for Xiaomi fans
•Create fan votes, survey to know do they like Mi
MIX Alpha
•Create a discussion forum about new products
(Xiaomi Mi MIX Alpha)
•Initiate a series: "Future in one touch with
Xiaomi Mi MIX Alpha "confirming the quality and
position of Xiaomi Mi MIX Alpha to help
consumers receive a clear message on all media
platforms.
 •Putting billboard on major routes (district 1, Phu My Hung
Villas...), LED screen in elevators of shopping mall (for a month
since Mi Mix Alpha launched): 300.000.000 VND

PROMOTION • LED screen :  70.000.000 VND/1 month

COSTS • Billboard : 230.000.000/1 month 

•Collaborating with bloggers/ reviewers (3-5 people) :
200.000.00 VND
2.150.000.000 •Do marketing campaigns (first month when Mi Mix Alpha
VND launched): 400.000.000 VND
•Advertises on TV (TVC) : 550.000.000 VND
•Advertises on Facebook/Twitter/Youtube : 150.000.000 VND
•Organizing fans meetings, events : 350.000.000 VND
•Backup : 200.000.000 VND
TIMELINE Event launch ( September ) 
Send email to customers who are fan of Xiaomi and
who interested with new products of Xiaomi
Initiate a marketing campaign: “Future in one touch
with Xiaomi Mi MIX Alpha”
Organizing fans meeting, events to introduce product

Pre - event ( in June, July and August)  Mi MIX Alpha released

Make posts on social media, Continuing using email marketing to promote the products.
announcing the release day (in July) 
Let the bloggers/ reviewers share about product.
Contact influencers, blogger and
reviewer of technology. (In June)  Advertising on social media platforms.

Place LED screens in elevators of major Create a contest on MIUI for Xiaomi fans
shopping centers and billboards TVC ads
outdoors on major streets (in August)
Create a vote, discussion
Create discussion on forum (in August)
Let customers try product at showroom: Mi Store