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    Group 11 MI

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    This document provides an analysis of the Redmi and POCO brands under Xiaomi Corporation. It outlines the consumer buying process, product lines for smartphones, and segmentation, targeting, and positioning strategies. Redmi targets young, budget-conscious consumers and positions itself as an affordable flagship killer. POCO targets young, value-conscious consumers interested in powerful performance and positions as an affordable gaming phone. Both brands use influencer marketing and loyalty programs. Pricing aims to increase market share through penetrative pricing while maintaining competitive prices through economies of scale from e-commerce and marketing through word of mouth. Future challenges may include consumer migration to premium products.

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    Group 11 MI

    Uploaded by

    pgp39303
    12 views13 pages
    This document provides an analysis of the Redmi and POCO brands under Xiaomi Corporation. It outlines the consumer buying process, product lines for smartphones, and segmentation, targeting, and positioning strategies. Redmi targets young, budget-conscious consumers and positions itself as an affordable flagship killer. POCO targets young, value-conscious consumers interested in powerful performance and positions as an affordable gaming phone. Both brands use influencer marketing and loyalty programs. Pricing aims to increase market share through penetrative pricing while maintaining competitive prices through economies of scale from e-commerce and marketing through word of mouth. Future challenges may include consumer migration to premium products.

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    This document provides an analysis of the Redmi and POCO brands under Xiaomi Corporation. It outlines the consumer buying process, product lines for smartphones, and segmentation, targeting, and positioning strategies. Redmi targets young, budget-conscious consumers and positions itself as an affordable flagship killer. POCO targets young, value-conscious consumers interested in powerful performance and positions as an affordable gaming phone. Both brands use influencer marketing and loyalty programs. Pricing aims to increase market share through penetrative pricing while maintaining competitive prices through economies of scale from e-commerce and marketing through word of mouth. Future challenges may include consumer migration to premium products.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pdf or txt
    12 views13 pages

    Group 11 MI

    Uploaded by

    pgp39303
    This document provides an analysis of the Redmi and POCO brands under Xiaomi Corporation. It outlines the consumer buying process, product lines for smartphones, and segmentation, targeting, and positioning strategies. Redmi targets young, budget-conscious consumers and positions itself as an affordable flagship killer. POCO targets young, value-conscious consumers interested in powerful performance and positions as an affordable gaming phone. Both brands use influencer marketing and loyalty programs. Pricing aims to increase market share through penetrative pricing while maintaining competitive prices through economies of scale from e-commerce and marketing through word of mouth. Future challenges may include consumer migration to premium products.

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    of 13

    BRAND ANALYSIS

    GROUP 11
    ANURAG, ANCHAL, ANKITA, GURNIKA, HITESH, JAYANTI, JEET
    CONTENT

    • CONSUMER BUYING PROCESS


    • PRODUCT LINE
    • SEGMENTATION, TARGETING, POSITIONING
    • BRANDING
    • PRICING STRATEGY
    CONSUMER BUYING PROCESS
    1. NEED RECOGNITION 2. INFO GATHERING 3. ALTERNATIVE EVALUATION 4. PURCHASE DECISION
    Few days to several Months Few days to several Months Within a week of evaluation
    About a week
    PRODUCT LINE
    SMART PHONES
    Redmi SKUs

    Redmi A2 series Redmi 12C series Redmi Note 12 series

    SMART PHONES
    POCO SKUs

    Poco X series Poco M series POCO F series


    BRAND GROWTH STAGE

    Current growth
    stage of Redmi

    Current growth
    stage of POCO
    SEGMENTATION

    Demographic Behavioral
    Redmi : Young, Students, budget conscious Existing users; to sell high end products, heavy
    phone users with Redmi ads, loyalty program
    POCO: Gamers, Tech enthusiasts
    users

    Geographic Psychographic
    Redmi: Rural Tier 2, 3 cities price sensitive Active, outgoing consumers for taking
    customers photos, introverts and homebody
    POCO: Urban metropolitan cities consumers for long battery usage, gaming
    performance oriented consumers
    TARGETING & POSITIONING
    Tactical Targeting:
    Offers the consumers selected by brand.
    Ignores ultra-premium range smartphone aspirers

    Redmi: Young, tech-savvy consumers looking for high quality smartphone at low price
    POCO: Young, Value conscious consumers for powerful performance and features

    Positioning:
    Redmi phones offer flagship-level features and performance at a fraction of the price
    POCO phones are for gamers who are looking for a powerful phone for heavy duty games

    Redmi: “Affordable flagship killer”- Flagship features at an affordable price


    POCO: “Affordable gaming phone” - Suitable for gamers and affordable
    BRANDING
    POD POP
    • Affordable with the latest technology • Internet access, wi-fi access
    • Online & word of mouth marketing • Web browser
    • Mi VIP App & Loyalty Programs • Embedded memory
    • Flash sales • Multiple account sync
    • 2 yr Warranty, less physical stores • Multiple app support
    • Mini brands • Digital camera
    • Batteries, better design for price • GPS
    MI VIP CLUB

    ONLINE
    CAMPAIGNS FLASH SALES
    BRANDING STRATEGY
    REDMI POCO
    Brand Ranveer Singh, Sonu Hardik Pandya
    Ambassadors Sood

    • YouTube Reviews • ‘Everything you need,nothing you don’t’


    Online
    Campaign
    • #SONUKISUNO • #POCOfor India

    Unique Rebranding Redmi


    Benefit
    REDMI VS POCO
    Current Pricing strategy
    Objective to increase market share and user base

    • Penetrative Marketing pricing


    • Competitive pricing
    PRICING
    • Economic value to customer pricing

    STRATEGY
    How
    • Less margin offered because of economies of scale
    • E-commerce platform to reduce distribution & WH cost
    • WoM strategy to spend less on marketing
    • R&D Team for tax benefits from Make in India policies

    Xiaomi market share - India


    30.0

    Future Challenges 25.0

    20.0

    • Econominc & discretionary income growth 15.0


    26.4 27.3 26.0
    • Migration to premium products 10.0
    22.7 24.0

    17.1
    • No speicific product for premium aspirers
    5.0
    8.7

    0.1 1.0 3.0


    0.0
    2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
    THANK YOU

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