LDRP - Institute of Technology and

Research, Gandhinagar
MBA Department

A STUDY ON MARKETING MIX OF XIAOMI

TOWARDS CONSUMER SATISFACTION IN
HIMATNAGAR CITY
Submitted to
MBA Department
LDRP ITR, Gandhinagar
Under the Guidance of
Dr. Vinit Mistri Sir

Prepared by
Mihir Thakor MBA-I SEM-II
Introduction
 This research paper looks at the Xiaomi mobile phone's marketing approach in
Himatnagar and how it influences consumer satisfaction decisions.

 Marketing Mix of Xiaomi analyzes 7Ps Product, Place, Price, Promotion, Process,
People, and Physical evidence.

 There is a series of Xiaomi marketing strategies that helped the brand to flourish, such
as product/service innovation, investment in marketing, customer experience, etc.

 The information presented in this presentation is based on my summer internship

project report in which primary data was collect through questionnaire and secondary
data from internet.
Objective of the study
 The primary goal of this research is to look into Xiaomi's Marketing Mix
Strategy in Himatnagar city and how it influences customer satisfaction
decisions.
 The following are the secondary goals:

1. To analyze which marketing strategies are impact on customer making decision

towards Xiaomi mobile phone in Himatnagar City.

2. To study how the customers are satisfaction level of Xiaomi smartphone in

Himatnagar City.

3. To determine how relationship between marketing strategy and customer decision

making related to Xiaomi mobile phone.
Research Methology
 Sample Unit: In the context of my research marketing mix of xiaomi mobile, a sampling unit is a
Xiaomi user or buyer at Mi store. The term sampling unit refers to a singular value within a
sample database.

 Sample Size: I collected 80 samples from an offline Mi store at Himatnagar using my

convenience sampling technique.

 Data Collection Procedure: My research works with existing and new Xiaomi customers to
collect primary data without making them feel pressured. Since my project targets 3 Mi stores
in Himatnagar, the respondents in my survey are much more willing to share their experience.

 Geographical coverage: My research is restricted to the city of Himatnagar. However, I

collected data from three distinct areas of Himatnagar: Mahavir Nagar, Durga Bazar, and Nyay
Mandir.
Xiaomi – Company Highlights
Startup Name Xiaomi

Headquarters Beijing, China

Sector Consumer Electronics

Founders Lei Jun

Founded April 2010

Total Funding $7.4 Billion

Revenue/Turnover RMB 76.9 billion, YoY growth 54.7% (Q1 2021)

Adjusted Net Profit RMB 6.1 billion, YoY growth 163.8% (Q1 2021)

Parent Organization Xiaomi.Inc

Website www.mi.com
Vision & Mission of Xiaomi
 Xiaomi is a consumer electronics and smart manufacturing

company with smartphones and smart hardware connected by an

IoT(Internet of things) platform at its core.

 Xiaomi's mission is to relentlessly build amazing products at honest

prices to let everyone in the world enjoy a better life through

innovative technologies.
SWOT Analysis of Xiaomi
Strengths Weaknesses

• Offer competitive prices Performance issues in smartphone

• Large product portfolio Poor customer service

• Low profit margin, high volume

strategy

Opportunities Threats

Integration of 5g in AI Privacy and security concerns

Growing and developing trends in Increase in price of semi conductors

technology usage

US court’s halt on xiaomi ban Rise in Taxes and inflations

Data Analysis
Findings and Suggestions
 Findings: The findings of this study indicate that Xiaomi attempted to acquire
transnationality by adapting its localization tactics to acquire efficiency by
multiplying marketing efforts in other North Gujarat locations, including
Himatnagar.

 Suggestions: In this study, it was suggested that Xiaomi's offline marketing

strategy and techniques can be improved. It would be nice to have
distribution strategies in place, because the smartphones that can be
purchased on e-commerce websites are not available in Mi stores in small
towns such as himatnagar. In addition, I believe that Xiaomi should offer more
Emi options to customers, because there are a lot of buyers that cannot
afford the full price of a smartphone.
Conclusion
 This study concluded that in this modern business economy it is
very important to analyses the marketing strategy used in the
Xiaomi mobile phones. The study result shows the majority of the
consumers are satisfied with the Xiaomi mobile phones because of
affordable price and such other factor like design of the product
since it came in India.

 At the same time, Xiaomi mobile phone has dispensed with

marketing mix methods, which was fully engaged in utilizing
marketing for customer satisfaction.
THANK YOU
Presentation by Mihir Thakor