Xiaomi Redmi Note Series: Marketing Strategy

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Xiaomi Redmi Note Series: Marketing Strategy

Key Takeaways

  • Xiaomi runs Redmi Note Series marketing campaigns on their major social media platforms with a strong following totaling 235,314 followers across Twitter, Instagram, YouTube, and Facebook.
  • Samsung uses many different marketing strategies that come together in a marketing plan that includes brand ambassadors, digital presence (paid advertising), and community-oriented digital marketing campaigns.
  • Oppo is focusing its marketing strategy on a mix of quality products at affordable prices, however, they want to set themselves apart as a brand that has features other companies don't.
  • Realme entered the smartphone market as a direct competitor to Xiaomi and adopted a similar marketing strategy with a focus on marketing channels and offline distribution.

Intro

The key strengths, weaknesses, opportunities, and threats for Xiaomi's Redmi Note Series marketing strategy in the United Kingdom include a strong online reach, weak brand perception, expanding to offline markets, and volume of competitors, respectively. Details of our findings have been provided below.

United Kingdom Redmi Note Series Marketing Strategy

Strengths

Weaknesses

  • Brand perception is low when compared to high-end competitors such as Samsung and LG, especially after a "click-bait" campaign backlash for the product launched in the first United Kingdom campaign in 2018. Consumers stated that the campaign was unclear about the rules of the promotions which made them feel cheated.
  • Online sales have suffered in international markets including the United Kingdom because customers lack trust in online purchases. In addition, the company does not have a strong offline presence which impacted the sales from the Redmi line.
  • The company saves money on marketing by using a marketing mix model heavily focused on brand ambassadors, social media campaigns, and word of mouth. The marketing that they do have is inconsistent and, in the United Kingdom, has fallen flat.

Opportunities

  • Redmi products have room to grow in the market, in 2021 the company held roughly 2% of the United Kingdom smartphone market.
  • There is an opportunity for the company to market offline to improve credibility and brand perception.
  • Green brand marketing offers a huge opportunity in the United Kingdom market with 31% of consumers shopping sustainably.

Threats

  • The market is saturated with competitors offering similar products at similar prices.
  • Misinformation and damaged brand perception are a big threat to the company's growing reputation and could slow or reverse growth while entering the United Kingdom market.

Competitors

Samsung A Series

Products

Marketing Strategy

  • Samsung uses many different marketing strategies that come together in a marketing plan that includes brand ambassadors, digital presence (paid advertising), and community-oriented digital marketing campaigns. The company uses quality service, price comparison with large companies such as apple, consistent marketing campaigns, and consistent promotional offers throughout the year to effectively market their products.

OPPO

Products

Marketing Strategy

  • Oppo is focusing its marketing strategy on a mix of quality products at affordable prices, however, they want to set themselves apart as a brand that has features other companies don't. In addition, they use an integrated expansion plan that relies on local United Kingdom teams to penetrate the local market.

Realme

Products

Marketing Strategy

Research Strategy

For this research on Xiaomi Redmi Note Series, we leveraged the most reputable sources of information that were available in the public domain, including Forbes, IIDE, Pestle Analysis, Samsung, OPPO, Realme, and others. For the OPPO phones, according to the company website, the most current phone released in the United Kingdom market is the Reno 5 so we used this as a proxy for the Reno 6.

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