Xiomi

Mobiles

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.
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India Mobile and Smartphone

Market

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India: Emerging Smartphone

Breaking out to Smartphone's from Featured phones

Market

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

India Mobile Users Landscape

Source: World Bank; Springboard Research

India Internet Audience

Source:
http://wwwIAMAI.In
There is a constant growth in Internet Audience and most of them are
accessing the Internet through their Cell phones

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Mobile Handset and Smartphone Market in India

In India two three major brands in Mobile phones are Nokia, Samsung and Micromax which
have a market share of 17%, 20% and 11.20% respectively
However, we see that there are other market players which have around 51% of market share
in mobile phones
The Smartphone market in India is captured mostly by brands like Samsung, Micromax and
Karbonn as they were the early launchers and presented budgeted Smartphones to
consumers
There are other brands like Maxx, Celkon, Gionee which have also launched their budgeted
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Smartphones in India and cover around 34% market share

India Mobile Internet Users

Source: IAMAI.IN

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What are the features used by Emerging Rural Distribution

a Rural India Consumer?
Models in India

Average Selling
Price of Mobile
Phones in India

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A look at the Competition

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Micromax
Micromax is the biggest competitor in India as it has a wide range of budgeted Smartphones. It
focuses on continuous innovation and has a big market share in India after Samsung.
Word Cloud
Social Media Fan Base

Facebook Fans: 2.1 M, Twitter

Followers: 42.4K
Sentiment

Pos= 10%

Neu=
87%

Neg=3%

The Word Cloud shows their association with their

association with Hugh Jackman and the movie X-men.
Micromax is associated with many events and
promotional activities. It also focuses on regular Digital
Media/Social Media campaigns
They sponsor a lot of Music, Movies and Sport events to
promote the brand

Branding: Micromax caught a

global attention by taking
Hugh Jackman as a Brand
Ambassador

Lava Mobiles

Social Media Fan Base

Word Cloud

Facebook Fans: 522 K, Twitter Followers:

5.5K

Sentiment

Pos= 11%

Neu=
88%

Neg= 1%

The Word Cloud of Lava Mobiles shows that people are

talking a lot about price, specifications and features of
their Smartphones. They are also talking about the price
of the new launched phone along with the latest
campaigns to promote these phones.
People also talking about its association with IIFA2014

Social Media Fan Base

Gionee Mobiles
Word Cloud

Facebook Fans: 482 K, Twitter Followers: 6.4 K

Sentiment

Pos= 5%

Neu=
94%

Neg=
1%

The Word Cloud of Gionee Mobiles shows that

people are talking a lot about price, specifications
and features and their new launch Gionee Elife
and it being the slimmest smartphone. People
want to know when will Elife be available in the

Karbonn Mobiles

Social Media Fan Base

Word Cloud

Facebook Fans: 421 K, Twitter Followers:

1.7K

Neu=
Neg= 2%
95%
The Word Cloud of Karbonn Mobiles show that
people are talking a lot about price, specifications
and features of the Smartphones along with its
association with Rajnikanths movie Kochadaiiyaan.
People are also talking about Its latest campaigns
and participating actively in them like Sunburn
Campaign #sunburnwitharmin

Sentiment

Pos= 3%

How to launch Xiomi Mobile in India?

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STP (Segment, Target & Positioning)

Segment

Low-Medium- Premium range Smartphones

Target

Low and Average income consumers

Youth (Teenager, School and College Going
Student)

Positionin
g

Replacing bigger players like Samsung,

Nokia through low-end phone market

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SWOT Analysis
Strength

Weakness

Launching of new products in market frequently.

Low brand Image

Innovative & Featured products.

Lack of quality in products

Low selling price of products.

Poor service after sales support

Effective promotion campaigns

Misunderstanding as a Chinese brand

Most phones are Dual/Triple sim phones

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

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The TG
Youth (Teenager, School and College Going
Student)
Low and Average income consumers
TG Behavior: Young, Dynamic, Enthusiastic, Tech
Savvy, Outgoing, Adventurous and Fun-loving,
Traveling and Hanging out with friends and love
exploring new places, Love to try new things

We can target the youngsters and students at different colleges and start the promotions from their colleges
when the new session starts

We can do activation at Malls, Restaurants and Coffee shops where teenagers and students visit often
Talking Points:
TG Constraints:

No Job
No Income
Love to own new gadgets
within their budget
Main source of finance
Pocket Money
Few students also work
part time

What is the best use of your

Pocket Money?
#MostEfficientUseOfPocketMon
ey
What would you like to
purchase next with your Pocket
Money?
What would you love to gift to
your best friend using your

The Proposition

The smartphone that not only fits in your pocket,

but in your pocket money as well
The Pocket Money Smartphone

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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

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Launch
Ideas

Mall Activation in Tier 1 : SEC B and Tier 2 : SEC B cities across India

Social Media Promotion and Sponsored Ads

Dealers (Mobile Dealerships and Stores)

Build Up

College Association (Fests,

Events in College)
Mobile Activation (Give a Missed Call to become the first user of Xiomi Smartphone)
Select Campus Ambassadors
Leverage Social Media to
Content Portal + Social Media : Pocket Money Smartphone
promote the Smartphone in
Colleges (e.g. We are coming to
College Activation (During the start of new session in July-Aug)
your college. Are you Ready?)

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

Social Media (Facebook/Twitter) Campaign Ideas

Hash Tag contest #MostEfficientUseOfPocketMoney and then chose 5 winners with most Tweets, RTs 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
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Objectives
Present objectives:
1. 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.
2. 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:
3. Focus on Indias Rural and Urban market at large : On capturing major share of rural and urban youth market, for
next two years Xiomi needs to focus on rural and urban market at large like senoor citizens, physically
handicapped etc.
2. 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:
3. To start new plant and reach market share of 20% : To increase market share, it is essential to increase
production capacity. Xiomi should plan to start a new plant in India. With the help of this new plant, it will be able
to reach a market share of 20%.
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Conclusion

India, is one of the markets where Internet growth has continues unabated. However, Indian market is difficult to monetize.
Overall, the number of Internet users grew by less than 10 percent, while in India, the growth was 27 percent, with a total of
154 million users. A large portion of rural India lacks Internet services, which shows in the low penetration numbers. Only 13
percent of India has Internet connectivity, which shows just how much of an untapped market there is.

When it comes to smartphone subscribers in the world, India has managed to make a strong impact. Indian markets are
flooded with numerous smartphones that are priced competitively. Hence Internet usage on smartphones and mobile devices
has risen dramatically. On average, Indians spent nearly three hours (162 minutes) on their smartphones, by far the most
engaged device, followed by TVs, PCs and tablets.

The Indian smartphone market grew by close to 55 percent, but that represents just 10 percent penetration. So once again, a
huge opportunity for manufacturers and vendors. This possibly could lead to major launches happening in developing
nations first, as manufacturers attempt to gain traction in growth markets.

India as being one of the developing Big smartphone markets. According to the report, India recorded 117 million
smartphone users in 2013. Meeker estimates that in 2014, the Indian smartphone markets growth rate might decline, but
the size would grow by 45 percent.

While smartphones have bloomed, tablets are struggling to make a mark in Indian markets. It was recently reported that the
tablet market here recorded a decline of over 32 percent as it still struggles to attract buyers. Tablets had an initial
introductory growth of over 52 percent but then as the trend of owning tablets declined, sales dipped in many countries
around the world, including in India.
In India, the average tablet owner used their device for just over half an hour every day, whereas the figure was nearly triple
for PCs, so India is still very much a PC market, even though tablets have made inroads. Thus, Xiomi can target these Tablet
users with new innovations in Phablets Smartphones.
As for data traffic, thanks to the availability of cheap Android powered smartphones, India has become quite a large
contributor with regards to 2G and 3G penetration. India expects 811 million 2G subscriptions,
which is still widely
used and
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Thank
You

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: iAbhishhek