Xiaomi strategy to sustain on fist position and grow more in global market.How they able to conquer Indian market in 4 years?Defeating story of SAMSUNG giant in Indian Market.

1. XIAOMI
The Global Dream
1

2. THE ROAD LESS TAKEN –
RISKING THE FLASH IN THE
PAN
Circa: 3rd
July 2014
2

3. 22ND JULY 2014
3

4. AND THE RESULT ?
10,000
4

5. WHY WAS IT ABLE TO DO SO ?
E-CART
How it Hijacked the Nation - Amazon &
Flipkart
5

6. THE JOURNEY
SO FAR
6

7. AND TODAY
7

8. THE GREAT
INDIAN STORY –
HERALDING THE
DIGITAL YUG
8

9. THEY CAME THEY SAW AND THEY
CONQUERED! BUT BEWARE
9

10. BBK ELECTRONICS CORP.
One Company , 3 Segments
10

11. THE SOUTH
KOREAN GOLIATH
• 24 Quarters – King of Indian
Cellphone Ring.
• What we Learnt from the Ground
forces
• Samsung has stood the test of time.
• Super Amoled Display & Camera
• Superior Service Centre Spread
11

12. SAMSUNG STRATEGY - PRICING
• Besides the product, Samsung is famous
for its customer service (Samsung has
one of the fastest product services).
• Samsung Marketing Mix Pricing Strategy
– Skimming Price & Competitive Pricing.
12

13. THE THREAT FROM
THE COLONIAL
NEIGHBOR - HUAWEI
• Adopting Online &
Offline Sales
• Spec Matching
13

14. BUT WHAT ABOUT THE ?
14

15. HAVE YOU HEARD ABOUT THEM ?
•Transsion made its debut in the Top 5 with more than threefold annual
growth in shipments in 2018Q1. The China based group has four brands
under its umbrella – namely itel, Tecno, Infinix and Spice. With its
primary focus on offline channels, itel and Tecno branded phones are doing
well in the highly price sensitive India market.
• On the offline front, Transsion continued to drive growth through its brands
Itel and Tecno by expanding aggressively to smaller towns & cities by
focusing on channel management and after sales service.
15

16. THE SECRET SAUCE – ‘MI’LLET
• Vertical Integration
• Online – Pull based sale – Hunger Marketing – Cult Following.
• 2 pronged approach – Volume or Price.
• Bill of Material - Eighteen months rather than the six-month norm followed by
smartphone companies.
• 5 % Pledge - Both Xiaomi and HMD Global (the owner of the Nokia brand of
smartphones) are private companies, and therefore do not have to continually raise
profits to appease shareholders. That gives both companies the ability to spend way
beyond their means to gain market share
• Platform as a service – MIUI - $750 Million Revenue Generated.
• Strong User platform
• Publicity by Word of Mouth ( e – WOM )
16

17. 17

18. AND WHY ?
“We don’t want to make money by selling
phones. We want to monetize our software,”
he says.
Mi.com, the online selling platform of Xiaomi, is
the 8Th biggest e-commerce platform
in the world, the 3rd biggest in China and
the fourth biggest in India. “It’s a unique
business model, unparalleled in the world,” he
adds.
18

19. ONLINE TO OFFLINE – CLICK TO
BRICK
19

20. WHAT IS STRATEGY ?
Where are We now ?
Where do We wish to be ?
How are we going to get there ?
20

21. ANALYZING THE
INDIAN SPACE
21

22. ANALYZING THE INDIAN
SPACE
State wise Mobile Penetration
Treat Every State as a Separate
Promotional Entity e.g. Sales Offer for
Onam as well as for Bihu
22

23. STP OPPORTUNITY
• According to a Canalys report 27% of surveyed Indian millennials owned a
smartphone. That compares with 9% of non-millennial smartphone owners. In
India, only 7% people in the lower income category reported owning a
smartphone, as compared with 22% among wealthier people.
• The study found that only 13% of adult Indian respondents who owned a
smartphone were women.
23

24. INCREASE THE WALLET SHARE
The users of LAVA, Micromax,
Intex are up for Renewing
their Purchase
How Would you
entice so that you
get the sales
conversion
Exchange
Valuations & Buy
Backs through your
website &
Authorized Reseller
24

25. COULD THEY TAP INTO ?
A New segment which is
sturdy - Grandparents
spend most time with
Grand kids who are Tech
aficionados.
01
Plus features like NFC tags
which help them find their
phones easily.
02
25

26. REVERSE
ENGINEERING –
MICROMAX WAY
Window of
Opportunity –
Can You Skim
The Flagship
Killer ?
26

27. NEED OF THE HOUR- TARGET &
POSITIONING
Product Wise
Segmentation : M1A1
– Camera . Note Pro
Series- Compact
feature rich .
Nokia – Carl Zeiss .
Xiaomi – Go Pro ?
Global Launch
Synchronized – No
Delay !
Build Your Amar
Akbar Anthony like
BBK Corporation
Treat your Influencers
Well – Tech Gurus,
Multi Lingual You
tubers.
Time for R&D – First
Mover shall get the
Global Pie esp in
Retaining Customers.
Increase Organic
Channels – Tata Cliq ,
Croma , Vijay Sales.
27

28. TECH TRIAD
Netflix & Amazon
Prime – Content
Shall be the King
Niche Segments -
Music , Camera ,
Aesthetics – Red
Dot Award.
Music &
Headphones –
The Battle for
Accessories .
28

29. LEAP FROGGING
1
They should
see India as
a global hub
and no
delayed
launches.
2
Missed
Opportunity
3
Short Term
Plan &
Long term
Plan .
4
How
sustainable
it is on the
longer run .
5
Stock
Android.
6
Market Research
– See which
markets are prime
. And check if
these countries
are 4G ready and
scale it up.
29

30. WORLDWIDE USAGE.
30

31. USA – HOLD THE
TRUMP CARD
• In fact, the only place in the
world that Xiaomi is not a
threat to Samsung and Apple
right now is here in the United
States. But that’s only because
Xiaomi is unable to sell
smartphones here due to
trade embargoes
• With the threat of Looming
Trade war , it would be
Prudent to have weigh in the
cost of Trade along with a
complete RISK management
Analysis.
31

32. SOUTH AMERICA
32

33. EUROPE
•Don’t stop A
SEHWAG !!!!
33

34. AFRICA
According to our estimates, the total number of 4G LTE subscribers in Africa in
April 2017 has reached around 15 million (out of 1.2 billion inhabitants) in 43
African Countries.
34

35. MIDDLE EAST
35

36. THE STAIRWAY TO DIGITAL HEAVEN.
36

37. CONQUERING
THE GLOBE
Android One – Program.
MIUI program how has it helped?
Global Channel of Sales , How they manage inventory
and warehousing (SCM)
How do they offset production cost. 12-18 months of
holding the product in market.
Global Piggybacking strategy – Wherever Ecommerce
Flourish , Enter.
Mi changed the way – It brought faith in Chinese
Products.
M&A- IoT world - A Whole New World
37

38. SNAKES &
LADDER
Travelling up the Value
Chain
38

39. Nokia Blackberry
39

40. ASS – AFTER SALES
SERVICE AND
INSURANCE
• Phone
• Accessories
• Battery
• Charger
• The real Inflexion Point
Today Tomorrow
40

41. 41

42. ITS BLUE OCEAN PAAS
Mi Community, an official forum for Xiaomi to interact with users, has over 2.9
million registered users since its launch in June last year. The platform not only
facilitates bonding with users, it also helps Xiaomi incorporate the feedback
from users in its products. Take dual-SIM smartphone Redmi Y1 with a micro SD
card. “Over 90% of Mi fans wanted such a feature,” says Jain, adding that
users can access two WhatsApp accounts on all dual-SIM smartphones of the
brand, the only company to offer such a feature..
42

43. IMPACT OF GST
• GST Impact on Xiaomi Mobile Accessories
• After the implementation of GST across the nation, it is found that selected
accessories of Xiaomi are now cheaper by some margin.
• Accessories like power bank of 10000mAh worth RS 1,199 is now available at
1,099 while the MI Power Bank Pro 10000mAh is now available at Rs 1,499
down from Rs 1,599. There is some other price slashing in the products lines
up of mobile covers. Overall, it is learned that the GST has made simple for
some of the handset and electronic.
43

44. CUSTOMER
CALLING
THE DAY YOU
STOP LISTENING
TO YOUR
COSTUMERS YOU
BECOME A
NOKIA OR A
BLACKBERRY
44

45. AND THE JOURNEY GOES ON
Companies like Xiaomi has helped empowered
the people who are at the Bottom of Pyramid
with technology at an affordable price thereby
Ushering a New Era of Digital Democracy
45

46. AND FOR THAT WE SHALL BE
THANKFUL
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