Presented By

C S BAVEESH
A S HARIPRASATH
Agenda
INTRODUCTION

MISSION AND VISION

PRICE AND MARKETING

STRATEGY
SWOT ANALYSIS

CONCLUSION
Introduction

• Xiaomi is a Chinese electronics company headquartered in Beijing established by Lei Jun in

2010.  It is currently one of the top four smartphone manufacturers in the world, just after Apple,
Samsung, and Huawei. 
• In 2010, Xiaomi was set up as a start-up with the purpose of producing mobile gadgets and
launched an innovative operating software product based on Android called MIUI in the Chinese
markets. Today, It designs and manufactures top-of-the-line smartphones, mobile phones, laptops,
home appliances, and many other products. 
• The smartphone entered the Indian subcontinent back in 2014, just three years of its existence
and went on to earn the tag, “India’s No.1 smartphone brand”.
MISSION AND
VISION
• To manufacture top quality products
with fair prices and to support
customers worldwide to enjoy a better
life through innovative technology.
• To let everyone in the world enjoy a
better life through innovative
technology.
Tuesday, February 2, 20XX Sample Footer Text 6
7
 Price Strategy of MI
• 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 2022, the price of Redmi’s
smartphone range from as low as
₹5,000 to as high as  ₹200,000.
Place and Distribution Strategy of MI
• MI 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
• Shifted its primary focus towards
expanding into offline markets as
well.
 Product Strategy of MI
• MI 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 MI’s
high offerings at affordable prices.
Promotion Strategy of MI
• In its starting years, MI 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. 
Marketing Strategy of MI
• From the very beginning, MI has attempted to save its costs by reducing marketing spends.
• From having almost zero budget for advertising to building a strong fan base, MI has
succeeded in making its marketing extremely unique and personal.  
  

HR Strategy by MI
• Applicant Tracking System to help to manage potential candidate’s experience better
• HRMS to allow to manage the full employee lifecycle from their entry to exit
• Paperless onboarding platform for all new hires
• Integrated messaging, video call, email and file collaboration platform – not just for HR but
for the entire organization.
 SWOT ANALYSIS
STENGTH WEAKNESS OPPURTUNITIES
• Largest smartphone • Focusing more on its
• Not everyone trusts
makers in today’s time offline stores which can
buying from online
• Very affordable and low platforms increase their sales
prices • Adapt to various
• Misses the chance to reach
• Variety of products on the high-income customers technological changes
shelf to offer quickly

THREATS
• Numerous competitors 

• Controversies and Rumors

Conclusion
• MI is an excellent example of how a

start-up business made it big. 

• It has had a unique blend of business
strategies and marketing strategies that
have transformed the business.
• From making flash sales to create
urgency to various other marketing
campaigns, the brand has made its
presence felt.