Assignment 4. Created by Srujan Dasari, IIT Kharagpur, during an internship by Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com

1. GREY WORLDWIDEStrategic Repositioning Through CRM
IDEAS IN
INDIAN CONTEXT
INDIAOut-of-the-Box Marketing
- Presentation by Srujan Dasari

2. ElectronicGoodsmarket
Communicationsmarket
Media marketconditionsare…

3. PRESSUREON
MARGINS
INCREASED
BUT…
GREY WORLDWIDE
INDIA
AND
DIDN’TWANTTOCOMPETE ON COST
INSTEAD,THEY FOLLOWED ANEW STRATEGY

4. THENEW STRATEGY?
BUT…
WHAT
IS

5. Simple.
Offer high-end products
at a $Lowcost!!!

6. IT DO IT?
BUT…
HOW
DOES

7. 1.E-COMMERCE
EXCLUSIVELY
E-COMMERCE
NO WAREHOUSES! NO STORES! NO MAINTENANCE COST!

8. 2.ADVERTISING
NO TV ADS! VERY LOW COST! RELIABLE!

9. 3.MOTIVES
IT IS NOTTRYING TO MAKE MONEY ON IT’S HARDWARE!
BUT
BY SELLING APPS, GAMES
ON TOPOF
IT’S EXCLUSIVE

10. 3.MOTIVES4.DETERMINING
IT TAKESORDERSFIRST,
THENPRODUCES
THE PRODUCT
NO INVENTORY COSTS ! NO EXCESS RAW MATERIAL!

11. Being exclusively E-commerceis one of the most advantageous thing for MI-India
Xiaomi entered into deal with flipkart
- it’s only store.
Uses flipkart’s warehouses – NO WAREHOUSE COST!

12. It creates it’s own demand
through FLASH! SALES

13. OMG!
Look at those peaks!
Xiaomi more than doubled it’s products inless than an year!!

14. Xiaomi’s Marketis so successful that..
•It captured 1.5%of IndianMobiles Market
injust two Months!
•Itdoubled the numberveryquickly
•It now stands 5th place in India
•It is the world’s 3rd largest phone-maker

15. DISCLAIMER
Created by Srujan Dasari, IIT Kharagpur,
during an internship by
Prof. Sameer Mathur, IIM Lucknow.
www.IIMInternship.com