The document discusses Xiaomi's Mi Band 3 fitness tracker. It provides details on the product's key features such as its OLED touch screen, water resistance, battery life, activity tracking, and more. It then analyzes how Xiaomi classifies and markets the Mi Band 3 as a "shopping good." The summary also compares it to competitors like Fitbit and discusses Xiaomi's product mix, branding strategy, packaging, warranty, and purchasing options for Mi Band 3. In conclusion, a strong product strategy is needed to define the product and meet customer needs across the lifecycle.

1. Product Strategy
Analysis

2. Mi Band 3’s Features
Let’s take a quick peek!

3. OLED touch screen
Larger and Clearer 0.78 inch
Instant Notifications – View
and reject Incoming calls and
App notifications at a glance
Water Resistant up to 50m
Battery Life -Up to 20 days
High Density Li-Polymer
Battery
Daily Step Count and Heart
Rate Monitoring over 24 hour
period
Monitor Sleep Quality with
data on deep and light sleep

4. Real Time Activity Tracking
like running, walking and biking.
Also check exercise pace, heart
rate and speed on the go
Secure Design, even after after
more than 2,000 insertion and
removal tests, the band remains
firm and solid.
View Weather Forecast for the
next 3 days. Get weather alerts
for major change
Set vibrating alarms and get
event reminders directly on the
band.
Mi Band 3 allows you to set
individual goals and will notify you
on completing the goals.
Idle Alert, the band will vibrate,
reminding you to get up and take a
walk.

5. Convenient Password-
Free Unlock
The All-New Mi Fit App
Soft, Skin-Friendly
Strap
30 Features Rolled Into One
Features like phone locator,
stopwatch, silent mode shuffle
etc.

6. Xiaomi classifies Mi Band 3 under Fitness Category in its
Product Mix

7. Xiaomi’s Classification of Mi Band 3
Mi Band 3 is classified as “Shopping Goods” in Marketing
But why “Shopping Goods”?
• Buying decisions are detailed considerations of price, quality and value for
products classified as shopping goods..
• Successful marketing of your shopping goods can come from positioning as a
better buy than your competitors
• Products in the shopping goods classification tend to rely on heavy advertising
and even trained salespeople to influence consumer choices.

8. Mi Band 3’s Competitors
Fitbit
Zip
Huawei
Band 2
Pro
Fitbit
Flex 2
Garmin
Vivofit 4
Misfit
Flash
Samsung
Gear Fit
2

9. Different from other competitors….How?
• Lets do the feature and rate check
• Xiaomi Mi 3 - Steps, sleep, heart rate, notifications, waterproof design,
contactless payments (on NFC models), automatic sports tracking, $26
• Samsung Gear Fit 2- Steps, silent alarm, heart rate monitor,
notifications, $199.98
• Huawei Band 2 Pro - GPS, 5ATM, sleep monitoring, heart rate
monitoring, notifications, $69.99

10. • Garmin Vivofit 4 - Steps, sleep tracking, calories, waterproof,
notifications, $79.99
• Fitbit Zip - Steps, distance, calories, $59.95
• Fitbit Flex 2 - Waterproof, swim tracking, sleep monitoring, activity
tracking, notifications, $59.95
• Misfit Flash - Steps, distance, sleep, smart button, $44.99

11. • The Xiaomi Mi Band 3 fitness tracker only has one truly unique selling point: its
price
• At ₹1,999, the Mi Band 3 offers the best-in-class features compared to any
other fitness band in market now. Hence, the aggressive pricing makes it a good
value-for-money offering as well
• Its feature set rivals Fitbits that cost significantly more, to the point that
they risk becoming almost obsolete
• Unlike other budget options, this tracker doesn’t feel cheap or poorly made
either

12. Let’s see some market analysis

13. Xiaomi’s Product Mix

14. Smart Phones
And
Accessories
Tablets, Laptops
and
Accessories
External
Batteries
Audio- Headphones, In-ear
plugins, FM transmitters,
Bluetooth headsets,
portable speakers
Fitness- Amazfit Bands,
Mi Bands, Smart
Watches, Smart Dog
Tracks
TV sets and boxes,
drones, VR glass, cameras
and sound systems

15. Smart Devices- socket,
sensors, smart lighting,
WIFI routers
Air and water purifiers,
appliances, power strips
and beauty care
Electric scooters and bikes
Toys, Games, Clothing,
Shoes, Backpacks and
bags, Travel Luggage and
gear
Office Supplies, Bedding
and Bath, Kitchen and
Dining Musical
Instruments

16. Product Line
Xiaomi Mi
Band
Xiaomi Mi
Band 1s
Xiaomi Mi
Band 2
Xiaomi Mi
Band 3

17. Ingredient Brands

18. Roborock Amazfit Yeelight Blackshark Mijia Aqara
Poco Roidmi VH Viomi Youpin

19. Labelling
Warranty
Packaging
Purchase
And
Delivery

20. The company ensures utter safety while packaging the product. The precision with
which it is done keeps it safe from any kind of damage or breakage.
• The transparent box(shows how much the band has changed) contains the capsule
along with the OLED display
• The strap is also carefully wrapped in a separate bubble wrap
• Of course it contains the charger.
• The warranty card and the user manual would most definitely be there inside the
packet. Manual is in both English and Chinese.
• If you are wishing to gift the product to someone and choose to have a gift
wrapping over it, you will receive a likewise package.

21. Scope of Warranty
• 1 Year (excluding strap)
• Labour and parts
Warranty Service
• Walk-in
Warranty Support Document
• Purchase Order No.
This limited warranty is only valid in India, and the product is not eligible for any
international warranty service..

22. • Xiaomi may conduct diagnostic tests on customers‘ products to identify the
causes of failures/defects.
• Manufacturing warranty applies on defects in materials and workmanship of the
product.
• Xiaomi will determine whether a product is "Out of Warranty" at the company’s
when,
o Violations against warranty
o Invalid warranty
o Expired warranty

23. STORE RETURN POLICY
• The original receipt to be provided
• Sealed and in its original condition.
• Product to be exchanged or returned within 15 days from the date of purchase.
• The product is to exchange with another product of the same or higher value in
which case the difference should be settled.

24. OMi Band 3 offers both
online and
in-store shopping
experiences

25. Summary
Mi Band 3 Features
Xiaomi’s classification of Mi Band 3
Mi Band 3’s competitors
Market Analysis
Product Mix
Product Line
Xiaomi’s Co-Brands
Packaging, Labelling, Warranty, Purchase and Delivery
Conclusion : A product strategy is the foundation for the entire product lifecycle.
As product leaders develop and adjust their product strategy, they zero in on
target audiences and define the key product and customer attributes necessary to
achieve success.

26. References
• https://www.amazon.in/Mi-XMSH05HM-Band-3-Black/dp/B07HCXQZ4P
• https://yourbusiness.azcentral.com/classification-products-marketing-
16806.html
• https://www.smartprix.com/bytes/mi-band-3-review-low-price-remains-the-
biggest-draw/
• https://phandroid.com/2018/09/15/xiaomi-mi-band-3-review-best-budget-
fitness-tracker-2018/
• https://www.mi.com/in/mi-band-3/
• https://gadgets.ndtv.com/wearables/reviews/xiaomi-mi-band-3-review-price-
in-india-1929531
• https://www.indiatoday.in/technology/reviews/story/xiaomi-mi-band-3-
review-price-in-india-specs-features-1373359-2018-10-23
• https://xiaomi-mi.com/categories/

27. Thank You
Presented By
Aashikka Roshan
(PGBA Batch 2018-2020)
Subject : Marketing Management