Shaping up as a Lifestyle Brand

Xiaomi India started operations in 2014 in India with the vision– ‘Innovation for Everyone’. We are a
consumer electronics and smart manufacturing company with smartphones and smart hardware
connected by an IoT platform at its core. The company relentlessly builds amazing products with
honest prices to let everyone enjoy a better life through innovative technology.

Xiaomi India has successfully completed 7 years and has been the No.1 smartphone brand in India
for 15 consecutive quarters with a market share of 29.2% in Q2 2021 as per IDC. We are also the
number one Smart TV, Smart Band brand in India making it the most loved technology brand in the
country. Within 5 years, we shipped over 100 million smartphones in India becoming the fastest
brand to ever do so in the country. The company emerged as the largest exclusive brand retail
network in India in 2019, as per a study conducted by Channelplay and continues to expand its
footprint in the country. We are currently the world’s third-largest smartphone brand and have
established the world’s leading consumer IoT platform, with 351 million connected smart devices,
excluding smartphones and laptops. Currently, our products are present in more than 100 markets
around the world. In July 2019, the company made the Fortune Global 500 list for the first time and
was featured again in 2021.

At Xiaomi India, we are committed to continuous innovation, with an unwavering focus on quality and
efficiency.

Xiaomi Offline Landscape

After making a mark in the online channels, Xiaomi ventured into the offline business. The offline
channel is divided into Retail (exclusive outlets, no other brand present), General Trade (Multi-brand
outlets) and CE & IT channel (consumer electronics and IT outlets).

Retail Channel:
- MI Homes (FOCO/COCO format experience stores in top 20 cities)

- MI Studios (FOFO format in top 50 cities)

- MI Stores (FOFO stores in tier 2 and lower cities)

FOFO- Franchisee Owned Franchisee Operated

COCO- Company Owned Company Operated

General Trade:
- MI Preferred Partner Program (Unlike competitors who focus on expanding reach to as many
retailers as possible, Xiaomi focuses on limited width of distribution, i.e. top performing
outlets in each cluster)
 - LFRs - Large Format Retail outlets; eg: Reliance, Croma
CE and IT Channel
- MBOs - Majorly non-smartphone selling outlets looped in to Xiaomi’s distribution network to
scale ecosystem and lifetsyle products

Xiaomi Lifestyle / IoT Products

Xiaomi’s products portfolio is not just restricted to smartphones but spreads across a wide range of
lifestyle and ecosystem products (Please refer to appendix 1).

However the Indian consumer today majorly associates Xiaomi with smartphones and the reach and
acceptance of lifestyle products still has bridges to gap.

Phase 1

You as a group of young consultants have been hired to understand consumer perception, mine
insights and present a proposal for the way ahead for this problem statement.

The proposal should be a 5 slide power point presentation covering the following:-
 Conduct primary and secondary research of existing users of Xiaomi’s lifetsyle products and
draft a detailed consumer journey capturing the key awareness, consideration, purchase and
advocacy triggers.
 How can we position Xiaomi as a lifestyle brand apart from just a smartphone brand? Define
the positioning strategy which can be used?
 Device a channel strategy considering all retail formats and chalk out an offline marketing
plan.
 Analyze the competition landscape and assess best practises of them
Appendix 1

Products
Air Purifier
Air Purifier(Filter)
Backpack
Camera
Car Accessory
Charger
Earphones
Earphones (Bluetooth)
Earphones (TWS)
Light
Luggage
Mask
MI Band
Mi Band Charger
MI Band Strap
Mobile case
PC acc.
Pen
Pen refill
Phone Stand
Pillow
Power Bank
Router
Selfie Stick
Shoes
Smart Speaker
Smart Watch
Smart Watch Charger
Smart Watch Strap
Soap Dispenser
Speaker
Sunglass
T shirt
TDS Tester
Tempered Glass
Tool
Toothbrush
Toothbrush head
Toy
Trimmer
USB Cable
Vacuum Cleaner
Water Purifier