MARKET CONSUMER PRODUCT MARKETING

OVERVIEW INSIGHTS STRATEGY STRATEGY

TWS Industry Overview Customer Segmentation Competitor’s Share
Prognosis of TWS Market Growth in India New/ Non engaged customers Q4 2022 Market Shares
100
Need : Become part of evoked set in purchase 40
decision by introducing them to Flipkart experience
80 Communication Message : Showcasing the value 35
through affordable deals to increase sales
60 30
92.6 Existing low loyalty customers 25
40 76.5 Need : Make XIOMI first choice while looking for TWS
63.2 products on ECommerce websites 20
43 52.1
20 35.5 Communication Message : Communicating improved 34
customer experience to enhance engagement 15
0 Engaged customers 10
2023 2024 2025 2026 2027 2028
Need : Simulate repurchases to improve customer retention 5 11 8
All figures are in Million Units Communication Message : Personalized communication 7 6 5
 Over all TWS market in India tends to 35.5 Million units complemented with strategies like referrals 0
boAt Noise Boult Mivi pTron
All figures Xiaomi
are in percentages
 In next 5 years expected CAGR is 21%, dictating that the
Audio
market size would grow up to 92.6 million units
Competitor’s Analysis
 Overall Market size globally is 92 billion US dollars which is
expected to grow up to 352.89 billion dollar at rate of 21% by
2029
 In 1Q23, India's audio product market surged with 25.1 million  3rd year lead with 89% YoY  Ranked 2nd with double the  Ranked 3rd ,7% share and  Mivi achieved 544% YoY
units shipped, an 80.9% YoY growth. growth YoY growth. 167% YoY growth. growth, securing the 4th
 Boosted by domestic  Emphasis on VS series (<INR  Growth fueled by aggressive position in the topfive brands.
 Truly Wireless Stereo (TWS) earbuds dominated the earwear
manufacturing 2,000). marketing  The growth was propelled by
market at 63.9% share
 Multiple affordable launches  Introduced many new  Entered domestic its comprehensive
 Enhancements in audio quality, appealing designs, and health devices. manufacturing in 2022. madeinIndia TWS lineup,
 Aggressive promotions
tracking features are crucial for sustained growth in the audio numerous product launches,
 7 out of top10 bestselling  Expanded to local  Main sales in the INR
product sector. and strong presence in the
models production in 2022. 1,001INR 2,000 range.
 The audio product market is expected to continue expanding, entrylevel and lowprice
 Airdopes 131 top seller for  3rd largest brand for  Bestselling product: Airbass
with a focus on audio quality and additional functionalities. segments.
2nd year madeinIndia TWS devices. XPods in TWS portfolio.
 MARKET CONSUMER PRODUCT MARKETING
OVERVIEW INSIGHTS STRATEGY STRATEGY
Barriers to Buy TWS by Xiaomi Personas
Not E noug h Pr oduc t I nfor -
25% ma ti on Budget Audiophile Fitness Freak
20%
L a c k of Confi de nc e in Pr oduc t Conscious Ben Amy Frank
Ca pa bilit y
“Affordability matters, but I still want “Exceptional sound quality is a must for “My TWS earphones must endure
23% L a c k of Soc ia l Pr oof decent quality. Longer battery life and me. I crave immersive audio experiences intense workouts. They need to be
comfort are essential for everyday use.” with deep bass and crystalclear highs.” waterresistant with ample battery life.”
17% Se e king B e tt e r Pr ic e Demanded Features Demanded Features Demanded Features
Price Point Sound Quality Water Resistance
15% Ot he r s
Battery Life Noise Cancellation Battery Life
Sound Quality Battery Life Wireless Range
Key Consumer Insights
 Lack of sound and feel in online as well as offline stores is barrier for first Water Resistance Wireless Range Noise Cancellation
time buyers while actual usage of TWS product is important part in decision
making Quantitative Research Interpretation
 Comfort and fitment are major concerns for online customers Preference to Xiaomi: 5.3%
 Consumers want to feel more confident about their online purchases 15% 4%4% Others
5%
 Comfort and fitment are major concerns for online customers 30% Apple
 Shoppers desire more product information and social proof from the 10% 9%
Desired Samsung
websites they buy from Go To 46%
Qualities Brands Xiaomi
 85% of the buyers read online reviews before making a purchase. Out of
boAt
these 79% trust the reviews as much as personal recommendation 20% 15%
 Whereas reviews were once the easiest way to enhance credibility, the
32% Skullcandy
10%
internet is now a far more visual channel, and consumers want to see
products in action before committing to a purchase.
 Average Spending per customer can be increased by 60% through
encourage advocacy & connect strategy Focused Group Discussions InDepth Interviews Survey Responses
 MARKET
OVERVIEW
Objective: Enabling a step change in consumer experience and functionality of TWS products using “Research Through Design”
Phase 1 Implementation of Intelligent User Input
Implementing Intelligent User Input to enhance user
Points of Distinction interaction and immersive experience with TWS products.
Implementation of Intelligent User Input
Implementing Intelligent User Input to enhance user
interaction and create an immersive experience with
TWS products involves leveraging a range of
advanced sensors and technologies. These devices
play a crucial role in making TWS products more
intuitive and userfriendly. Here's an expansion of
how each device contributes:
 Microphones: Enable voice commands, noise
cancellation, and clear communication during
calls.
 Proximity Sensors: Detect when the TWS devices
are in or out of the user's ears, conserving
battery life and pausing playback.
 Motion Sensors: Track head movements for
gesture controls and gameplay enhancements.
 Inertial Measurement Units (IMUs): Measure
device orientation and motion for spatial
awareness and augmented reality applications.
 LiDARs: Provide depth perception and
environmental mapping for advanced spatial
audio and AR experiences.
CONSUMER PRODUCT MARKETING
INSIGHTS STRATEGY STRATEGY
Phase 2 Using Context Aware Gesture Control Phase 3 Accessing Information through TWS
Accessing information and immersive interactions to enrich
Context aware privacy and gesture control improve user
the user experience, integrating TWS devices to internet and
comfort and security based density of crowd in surroundings
seamlessly into daily life.
Beyond Audio : Evolving TWS into Interaction and Sensing Devices
Accessing Information through TWS
The potential to offer users contextrich information and
 Points of Distinction (PoDs): enable intuitive, immersive interactions with their devices
and surroundings goes beyond conventional buttonbased
controls, enhancing overall user engagement and
experience.
 Seamless Internet Integration: TWS devices connect
effortlessly to the internet, enabling instant access to
online content, streaming services, & cloud data.
 Realtime Information: Users can receive realtime
updates, weather forecasts, news, and traffic alerts
directly through their TWS earbuds.
 IoT Integration: TWS products can interface with other
Using ContextAware Gesture Control Internet of Things (IoT) devices, allowing users to
Context aware privacy and gesture control in TWS devices enhance user comfort and security. control smart home appliances or access IoTdriven
Features like automatic volume adjustment and adaptability cater to varying crowd densities in services like health monitoring.
different surroundings.  Voice Assistants: Integration with voice assistants such
 Automatic Volume Control: TWS devices adjust audio output dynamically based on the as Siri, Google Assistant, or Alexa provides handsfree
surrounding crowd density, ensuring users can hear clearly without manually adjusting settings. access to web searches, voice commands, and
information retrieval.
 Adaptability: These smart earbuds adapt to various noise levels, providing an uninterrupted
listening experience while maintaining user privacy.  WebBased Services: TWS devices serve as a gateway
to webbased applications, facilitating tasks like online
 Gesture Control: Users can manage privacy settings and audio controls through intuitive gestures,
shopping, navigation, and remote work seamlessly.
enhancing convenience in crowded environments.
 MARKET CONSUMER PRODUCT MARKETING
OVERVIEW INSIGHTS STRATEGY STRATEGY
Unique Selling Points Market Strategy
Consumer Pain Addressing Pain Branding Objectives: Customer Engagement and Loyalty:
Feature
Point Point  Establish a personal connection with the audience.
 Lifestyle essential and fashion statement
Audiophiles seek Enhanced Bass Exceptional sound positioning.  Maintain an engaging social media presence.
superior sound quality and Acoustic quality with a 12mm  Increase brand visibility.  Encourage user generated content (photos, music)
and deep bass. Experience dynamic driver.
 Emphasize product quality and features awareness.  Build a loyal customer base through offline events like
Outdoor enthusiasts Xiaomi ensures City music meets.
need clear Clear Voice uninterrupted
communication during Transmission communication in Influencer and Partnership Strategy:
activities. outdoor environments.  Use Instagram influencers due to GenZ Omnichannel Presence and SEO:
preferences.  Optimize SEO to direct tech blog visitors to
Budgetconscious Up to 30 Long battery life for
daily commutes and  Employ brand ambassadors from Music, Movie, MI.com/app.
commuters require Hours of Total fast charging
longlasting battery. Playback Time sports, and Fashion.  Create an omnichannel presence.
functionality.
 Partner with IPL, BPL, music events, for regional  Conduct offline events like City music meets for
Easytouse touch influence. community building.
Remote workers need controls for seamless
convenient controls Touch Controls  Collaborate with corporates, startups for bulk  Maintain regular online customer engagement on
during work hours. work and music deals.
playback. social media platforms.
 Capitalize on product's synergy with smartphones,
Onthego users need Compatibility Fast and hasslefree tablets, and laptops. Promotion and Gifting:
quick and hasslefree with Google's device pairing with
device pairing. Fast Pair Android devices.  Showcase products as fashion accessories at events  Explore partnerships with corporates, startups, and
like Bangalore Fashion Week. beauty events.
Audiophiles seek stable Stable Bluetooth 5.3
Bluetooth for Bluetooth 5.3 connection for
uninterrupted music. uninterrupted music. Pricing and Promotion: User Generated Content in Social Media Platforms:
 Offer discounts and bundles during - Indian festive  Encourage user generated content (photos, music,
Budgetconscious season (August – October)
commuters need IPX4 water resistance short films).
headphones that IPX4 Water for durability against  Provide student discounts for eLearning.
Resistance  Provide awards, mentorships, and knowledge transfer
withstand sweat and sweat and light rain. 
rain. Promote gifting options for Indian weddings, sessions.
parties, and corporate events.