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Group 11 MI

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 for each brand. Redmi targets young, budget-conscious consumers seeking affordable flagship features. POCO targets young, value-conscious consumers looking for powerful performance and features, especially for gaming. Both brands use online campaigns, flash sales, and loyalty programs for branding. Pricing strategies aim to increase market share through penetrative and competitive pricing while maintaining economic value through economies of scale and reduced distribution costs. Future challenges may include consumer migration to premium products and lack of offerings in the premium segment.

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32 views13 pages

Group 11 MI

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 for each brand. Redmi targets young, budget-conscious consumers seeking affordable flagship features. POCO targets young, value-conscious consumers looking for powerful performance and features, especially for gaming. Both brands use online campaigns, flash sales, and loyalty programs for branding. Pricing strategies aim to increase market share through penetrative and competitive pricing while maintaining economic value through economies of scale and reduced distribution costs. Future challenges may include consumer migration to premium products and lack of offerings in the premium segment.

Uploaded by

pgp39303
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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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
POCO: Gamers, Tech enthusiasts users with Redmi ads, loyalty program users

Geographic Psychographic
Redmi: Rural Tier 2, 3 cities price sensitive customers Active, outgoing consumers for taking photos, introverts

POCO: Urban metropolitan cities performance oriented and homebody consumers for long battery usage,

consumers gaming
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 Sood Hardik Pandya
Ambassadors

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


Online
Campaign
• #SONUKISUNO • #POCOfor India

Unique Benefit
Rebranding Redmi
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 22.7 24.0
10.0
17.1
• No speicific product for premium aspirers
5.0 8.7

3.0
0.0 0.1 1.0
2014 2015 2016 2017 2018 2019 2020 2021 2022 2023
THANK YOU

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