INTERNATIONAL MARKETING

Kunal Shete

Sameer Parab

Ranjit Yadav

Ashutosh Shende

Karan Parmar

Kartik Mehta

Nilesh Singh

Xiaomi(SHA-OMI)

Established in 2010

CEO – Lei Jun

Already a $10 billion company

Speciality is high-end phones for low prices

Products sold directly via company website

Hugo Barra – Major acquasition

Currently in a trial and error process

XIAOMI STRATEGY IN INDIA

Adapting China marketing & sales strategy

Solely relies on announcement made on social networking sites

Quietly rebranded as “MI”

Registration necessary to be eligible to buy

Exclusive Flip Kart tie-up

Create hype before every Tuesday

Founding team carefully put together to take on Apple

Flipkart fakes buzz ? Customers are unhappy with Xiaomi Mi3 sale

Xiaomi is turning out to create a huge buzz for its debut smartphone Mi3’s launch in India. E-commercial website Flipkart collaborated with Chinese tech-giant and hosted three sale events of Mi3 and has crashed a couple

of times

At the first time when Flipkart announced the next date of sale, the customers were online since morning just to grab the device from the

initial stock. But they complained about being unable to order the device

Is Flipkart the culprit behind mounting fake buzz of Xiaomi Mi3? Are they on the way to hoard the device and over hype it to ensure a humongous

sale?

How its strategy of High-end phones at low prices is loved

The company has made a killing in China and has now got other markets in its crosshairs. The 'Apple of China' has recently

launched operations in India

An array of Chinese manufacturers have been headed to India recently, with Lenovo, Gionee and Oppo all boasting a good

portfolio of smartphones already. But none of these companies are known as the Apple of China and none of them are known for

producing ‘high-end phones for low prices’

That is exactly what Xiaomi has been known for in the four years that it has been building its business. The manufacturer, which was till very recently confined to China, already has some impressive numbers to

show

The numbers gameTo start with, Xiaomi is already a $10 billion company, which is pretty impressive considering that the firm is only four years old and was

confined only to the Chinese market. In 2013, Xiaomi missed its target of selling 20 million units by a mere 1.3 million, while the company is well

on its way to selling 40 million units, which is its target for this year. The company has claimed that it has sold over 10 million smartphones in

China in the first quarter of 2014

Jun though also had strong words for Apple’s strategy in China, saying that the American firm doesn’t care about its consumers and makes what

it thinks consumers want. Jun’s mission, in his own words, is to make products that “make the consumer scream”

Sell products through own web site

Separate the product from ‘Chinese Tag’

Establish service centers in Metros

Create a Niche market

IMPROVEMENTS FOR THE CURRENT STRATEGY

Create experimental product for US, Europe market

DO WE THINK THEY HAVE A SUSTAINABLE STRATEGY?

Does not have own sales base or online retail channel

2 Seconds a hype

Building up the demand, not able to deliver

Avoid monopolizing

Consumers feel a part of marketing scam

Thank You