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Xiaomi Viral Marketing
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.
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Xiaomi Viral Marketing
- 1. Viral Marketing Strategy XIAOMI Presentedby : •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…? • XiaomiInc. 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 TOWORD 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 $5off $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 • FlashSales • Building a tech fan base • NO traditional advertising, YES to social media
- 8. • Reviews fromthe critics • Fans festival
- 9. TARGET GROUP • Xiaomiaims 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 • Thetarget 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 • Xiaomiearned 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 • Offlinemarketing • Collaboration with speaker brands • Adopt classic media channels
- 13. Possible Potentials • Sponsoringmega events • Guerrilla marketing
- 14. CONCLUSION • Viral marketingconcept 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
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