This document outlines Xiaomi's viral marketing strategy. It discusses how Xiaomi uses word-of-mouth marketing through social values, triggers, and emotions rather than traditional advertising. The strategy focuses on building an engaged fan base through flash sales, fan festivals, and social media. Xiaomi's target group is the new middle class aged 20-34 who spend a lot of time on social networks. The marketing channels used include Chinese social media sites like Weibo and WeChat as well as collaborating with speaker brands and sponsoring events. The viral strategy has helped Xiaomi become the fourth largest smartphone manufacturer.

1. Viral Marketing Strategy
XIAOMI
Presented by :
•Gaurav Machave
•Vedant Kadam
•Prem Kumar

2. CONTENTS
• Why Xiomi?
• Viral Marketing Relevance
• Six STEPPS to word of mouth
• Marketing strategy
• Target group
• Target group online attraction
• Marketing channels
• Possible potentials
• Conclusion
• References

3. WHY XIAOMI…?
• Xiaomi Inc. also recognised as 'MI' is a Chinese electronics
company headquartered in Beijing, China.
• Designs, develops, and sells smartphones, mobile apps, and related
consumer electronics
• Began its operations in August 2010, now fourth largest smartphone
manufacturer in the world
• Valuation raised through initial US $1 billion to present
US $45 billion
• Ranked no. 2 by 'MIT Technology Review’ on ‘50 Smartest
Companies 2015‘ list.

4. VIRAL MARKETING RELEVANCE…
• No to celebrity endorses and media ads.
• Key to smartphone success is being friends with their
fans.
• Believe in world domination, but one country at a time
• Customer participation.
• Feedback is a key part of conversation with on-going
users.
• Organising campaigns, festivals like Xiaomi popcorn
festival.

5. SIX STEPPS TO WORD OF MOUTH
• SOCIAL VALUE: Making customers feel special
• TRIGGERS: Linking the product something existing in the
environment
• EMOTIONS: Positive and negative emotions

6. Practical value:
$20 $5 off
$2000 25% off
Public:
•People try to imitate what they see
•“Build to show, build to grow”
Stories:
•Building an amazing story which holds a powerful message
because people remember stories.
25% off
$500 off

7. MARKETING STRATEGY
• Flash Sales
• Building a tech fan base
• NO traditional advertising,
YES to social media

8. • Reviews from the critics
• Fans festival

9. TARGET GROUP
• Xiaomi aims for low end payer
• Acc. to Porter’s generic strategies, it is targeted to low
cost and broad scope category
Xiaomi
new
middle
class
adaptive
pragmatist
socio-
ecological

10. ONLINE ATTRACTION
• The target demographic segmentation is towards 20-34
years old range for both genders
• These segments spend 21.3% of time on social network
• Huge opportunity for manufacturers and vendors in this
sector

11. MARKETING CHANNELS
• Xiaomi earned lots of fans by Chinese social media like
Weibo, Wechat and Youku
• Xiaomi can earn brand name on different countries’
social media such as-
• Target the regional networking sites of developing
nations to explore market

12. POSSIBLE POTENTIALS
• Offline marketing
• Collaboration with speaker
brands
• Adopt classic media channels

13. Possible Potentials
• Sponsoring mega events
• Guerrilla marketing

14. CONCLUSION
• Viral marketing concept and relevance to Xiaomi
• Current marketing strategies
• Possible recommendations
• Best tool to boost company sales, popularise the
product and enhance overall growth of the
company.

15. REFERENCES
1. https://en.wikipedia.org/wiki/Xiaomi#Mi_series
2. https://www.quora.com/What-is-the-marketing-strategy-behind-
Xiaomi-mobiles
3. http://www.socialmediaexaminer.com/5-social-media-tips-for-
finding-and-engagingyour-target-audience-new-research
4. https://www.youtube.com/watch?v=GbhWGxFKSaY
5. https://en.wikipedia.org/wiki/List_of_social_networking_websites

16. Thank You!
Questions?