Mi business done by setting up level

2. Xiaomi Inc. is a Chinese electronics and software company
headquartered in Beijing. Xiaomi designs, develops, and sells
smartphones, mobile apps, laptops and related consumer electronics.
It was set up on 6 April 2010 and released its first smartphone
in August 2011 and has rapidly gained market share in China to
become China's largest smartphone company in 2014
As of 2017 Xiaomi is the world's 5th largest smartphone
company. Xiaomi has expanded into developing a wider range of
consumer electronics, including a smart home

3. OUR LOGO
The "MI" in our 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.

4. FOUNDER
LEI JUN
 Lei Jun was part of the founding team of Kingsoft
in 1992 and became CEO in 1998.
 Lei Jun stepped down from his position and
became Vice Chairman at Kingsoft.
 In the early 2000’s, he invested in many successful
start-up companies like YY, UC and Vancl as an
angel investor
 April 6, 2010, he founded Xiaomi. In July 2011,
he returned to Kingsoft as Chairman of the Board.
 Lei Jun is currently the Chairman and CEO of
Xiaomi.

5. Brand Strategy
Xiomi is trying to focus in earlier stages in rural areas with
Smartphones in the price range of 3K-22K, because when we
consider Indian market major population lies on rural area which
is a huge market in itself. We can focus and align our strategy by
focusing towards Smartphone's which have great response over
the entire Indian market.

6. India Mobile and Smartphone Market
India: Emerging Smartphone Market
 Breaking out to Smartphone's from Featured phones
 When there are about 650 million mobile users in India, only
12 per cent of them are Smartphone users. So the headroom to
grow is tremendous.
 Focusing the youth
 Younger generation are so fascinated towards Smartphone's.
 They depend more on it, rather than PC for most of the work

7. Mobile Handset and Smartphone Market in India
In India major brands in Mobile phones
are Nokia, Apple,Mi,Samsung and
Micromax which have a market share of
10%, 20% ,32%,30% and 11.20%
respectively
However, we see that there are other
market players which have around 51%
of market share in mobile phones
There are other brands like Maxx,
Celkon, Gionee which have also
launched their budgeted Smartphones in
India and cover around 34% market
share

8. A look at the Competition

9. How to launch Xiomi Mobile in India?
STP (Segment, Target & Positioning)
• Low-Medium- Premium range Smartphone’sSegment
• Low and Average income consumers
• Youth (Teenager, School and College Going Student)
Target
• Replacing bigger players like Samsung, Nokia through
low-end phone marketPositioning

10. SWOTAnalysis
Strength
 Launching of new products in market
frequently.
 Innovative & Featured products.
 Low selling price of products.
 Effective promotion campaigns
 Most phones are Dual/Triple sim phones
Weakness
 Low brand Image
 Lack of quality in products
 Poor service after sales support
 Misunderstanding as a Chinese
brand
Opportunities
 Increasing growth rate selling of Smartphone's in
Indian market.
 Entry into more international markets .
 Low-end phones market has becoming very
compettive.
Threats
 High competition from local & international
players Eg:- Samsung, Nokia, Karbonn
 Entry of new players
Eg:- Maxx, Gionee, Intex, etc
 Low price Smartphones from well known
players

11. MOBILE'S
MI REDMI

12. The Approach
Announce
- Activation by installing pre-
launch posters and standees at
Mobile Dealerships, Mobile
Stores, Malls, Colleges, Institutes
and other places where youngsters
visit often
Engage
- Social Media contests
- Start a Blogger Management
Program for the build up so that
the Bloggers start talking about the
new phone to be launched in the
market. They can talk about Tips
and Tricks, Specs, Features, Price
and other comparison with the
competition brands to create a buzz
about the product
Promote
- Social Media Campaigns and
Sponsored Posts and Stories to
promote the brand and do a Fan
Acquisition on Social Media
Platforms like Facebook and
Twitter

13. Launch Ideas
• Mall Activation in Tier 1 : SEC B and Tier 2 : SEC B cities across India
• Social Media Promotion and Sponsored Ads
• Mobile Activation (Give a Missed Call to become the first user of Xiomi
Smartphone)
• Content Portal + Social Media : Pocket Money Smartphone
• College Activation (During the start of new session in July-Aug)
• Contact Top Mobile/Tech Websites to talk about the Pocket Money
Smartphones by Xiomi
• Collaborate with Popular Bloggers and Influencers on Digital and Social
Media to talk about the brand and its launch
• Create a microsite to “Pre Order” the Smartphone and make effective use
of Digital Media and Social Media to promote the same

14. Social Media (Facebook/Twitter) Campaign Ideas
• Hash Tag contest #MostEfficientUseOfPocketMoney and then chose 5 winners with
most Tweets, RT’s and Favorites
• We can promote our brand on Facebook by a #MyCrazySelfie contest by asking the
participants to post their Craziest Selfie and choose 5 winners by
• maximum Likes/Shares/Comments on his/her pic
• Do a #MyLowestBid contest in which we will ask participants to bid on our new
phone and Xiomi will give a brand new phone as a gratification to the winner

15. Objectives
 Present objectives:
• Focus on urban and rural markets in India specially youth 18-25 years : To increase presence in rural and urban
market, Xiomi is focusing on rural and urban youth of age group 18-25 years.
• Focus on Smartphones : As Smartphone is going to be the future of mobile market, Xiomi should start focusing on
Smartphones. It has decided to launch more smart phones in the market.
 For 2014-2016:
• Focus on India’s Rural and Urban market at large : On capturing major share of rural and urban youth market, for
next two years Xiomi needsto focus on rural and urban market at large like senoor citizens, physically handicapped
etc.
• Focus on Smartphones as well as Tablets : Xiomi needs to continue focus on Smartphones and launch more
products and also it needs to focus on tablet market.
 For 2016:
• To start new plant and reach market share of 20%'
• Focus on international markets
• Fans club