StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...
Nobody downloaded yet

An Integrated Marketing Strategy for Xiaomi Brand - Essay Example

Comments (0) Cite this document
Summary
This work called "An Integrated Marketing Strategy for Xiaomi Bran" describes a new China-based company Xiaomi, traditional marketing tools proposed for the Xiaomi brand. The author outlines the Public Relations campaign and Customer Social Relationships, the Internet marketing campaign including online promotion and e-mail campaigns…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER94.6% of users find it useful
An Integrated Marketing Strategy for Xiaomi Brand
Read TextPreview

Extract of sample "An Integrated Marketing Strategy for Xiaomi Brand"

Download file to see previous pages Xiaomi is a China-based company, which manufactures smartphones. The company is relatively new, as it was established in 2010 (Loehnis, 2014). However, despite its “young age”, Xiaomi is already recognized to be one of the most exciting and fast-growing start-ups in China. Within a three-year period of its existence, the company has sold more than 20 million phones a year and expanded its business into Asian markets, including Indian and Indonesian markets (Loehnis, 2014; Cook, 2015). Despite its great potential and high quality but affordable smartphones, the company has not yet entered non-Asian markets (Cook, 2015). The aim of this paper is to develop an integrated marketing strategy for a Chinese company Xiaomi in order to build the overall image of the company in the international arena, with a specific focus on the Russian market (Ogden & Ogden, 2014). This strategy will utilize a combination of both traditional and digital marketing tools.
The company is the fastest-growing smartphone vendor in China (Xiaomi prefers WOM to advertise, 2014). The company offers a great balance of quality and price of its products, making smartphones available and affordable for a greater number of people (Cook, 2015). Due to these characteristics, the company is perceived to be “a hero for a generation of young Chinese” (Loehnis, 2014, n.p.). Thus, the company’s brand image should reflect the high quality of its smartphones but on the other hand, reinforce the affordability factor as well. A combination of these two aspects makes the brand especially attractive in contrast to such giants as Apple, Samsung, Nokia, and BlackBerry (Loehnis, 2014).
The company’s target market is the youth market living in Russia. Consumers of both sexes aged between 12-18 years old comprise the major demographic target audience of Xiaomi products. This specific category of people is willing to pay lower prices for Android smartphones but also to have a high-quality modern device (Cook, 2015). In terms of psychographics, this target market shares similar attitudes, values, and lifestyles as other teenagers in Europe or in the UK. They are tech-savvy; they spend a lot of time on social networks, listen to music and video, play games, etc. This target audience wants to have a cool smartphone like Apple, but it has limited budgets. ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(An Integrated Marketing Strategy for Xiaomi Brand Essay, n.d.)
An Integrated Marketing Strategy for Xiaomi Brand Essay. https://studentshare.org/marketing/1857873-omm-615-week-6-final-paper
(An Integrated Marketing Strategy for Xiaomi Brand Essay)
An Integrated Marketing Strategy for Xiaomi Brand Essay. https://studentshare.org/marketing/1857873-omm-615-week-6-final-paper.
“An Integrated Marketing Strategy for Xiaomi Brand Essay”. https://studentshare.org/marketing/1857873-omm-615-week-6-final-paper.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF An Integrated Marketing Strategy for Xiaomi Brand

Tourism city brand of integrated marketing communications

...An Integrated Marketing Strategy for Xiaomi Brand... An Integrated Marketing Strategy for Xiaomi Brand... BRUNEL BUSINESS SCHOOL COVERSHEET FOR ONLINE WORK S Module Module Module leader ID number I understand that the School does not tolerate plagiarism.  Plagiarism is the knowing or reckless presentation of another person’s thoughts, writings, inventions, as one’s own. It includes the incorporation of another person’s work from published or unpublished sources, without indicating that the material is derived from those sources. It includes the use of material obtained from the internet. (Senate Regulations 6.46) I confirm that I adhere to the School’s Policy on plagiarism.  Brunel Business School MSc in Marketing Academic Year: 2011 – 2012 City...
60 Pages(15000 words)Dissertation

Evolution of Integrated Marketing Communications to Integrated Brand Promotion

...An Integrated Marketing Strategy for Xiaomi Brand... An Integrated Marketing Strategy for Xiaomi Brand... Head: ABBREVIATED OF YOUR CHOICE (all caps) and Section # of Essay Exam 1. Explain the evolution of Integrated Marketing Communications to Integrated Brand Promotion over the last decade and why IBP is crucial to brand success Integrated marketing communication is the use of a range of promotional and marketing activities to communicate with the consumers about the product. As marketers become more sophisticated, they are recognize that IMC is more that just coordinating the various elements of the marketing and communications to have a 360 degrees approach to deliver a single message, as the concept of branding is emerging and more...
6 Pages(1500 words)Essay

Integrated Marketing Communcations and Customer Satisfaction Strategy

...An Integrated Marketing Strategy for Xiaomi Brand... An Integrated Marketing Strategy for Xiaomi Brand... Discuss the company’s advertising strategy and how it aligns with its marketing goals. The marketing goals of 360UP are to establish a strong brand value that will enable the company to optimize the profitability of the firm. The use of a branding strategy can be an effective tool to create brand loyalty. “Brand loyalty is a reciprocal relationship that begins with the business” (Disneyinstitutechollateral). It is the responsibility of the managerial staff and the employees of 360UP to demonstrate loyalty to its customers by offering great service, low prices, and value in every food purchase. The advertising strategy of the company will...
4 Pages(1000 words)Assignment

Integrated marketing strategy

...An Integrated Marketing Strategy for Xiaomi Brand... An Integrated Marketing Strategy for Xiaomi Brand... Integrated Marketing Strategy North American Marketing VP Isla Driver Mr. X. Senior Brand Manager October 20, Integrating Marketing Communications Strategy for launching new car model in Eastern Canada Integrated Marketing Communication (IMC) Strategy can be defined as the process which is considered by modern day organizations in order to serve adequate information about the company, its products and/or its services to the customers generating brand awareness in the targeted market. The primary objective of IMC is to evaluate the various factors of marketing communication in order to relate the factors for representing simplicity,...
5 Pages(1250 words)Essay

Integrated Marketing Communications Strategy

...An Integrated Marketing Strategy for Xiaomi Brand... An Integrated Marketing Strategy for Xiaomi Brand... Integrated marketing communication strategy Table of Contents Introduction 3 Body 3 Conclusion 6 Reference 7 Business Memorandum ACME FOOTWEAR MEMORANDUM TO: SARAH SHUE, PRESIDENT FROM: VP, MARKETING DATE: 11/3/2013 SUBJECT: Integrated Marketing Communication Strategy Introduction Sneakers are the primary product with ACME Footwear. Now, it is also selling t-shirts, hoodies, and baseball caps with the same branding style. Our brand is more fashioned than athletics. Our core customers have been self described as hipsters but they generally shop at the mall. We sell through a 62 youth oriented stores in our sales region as well as through our...
4 Pages(1000 words)Assignment

Integrated Marketing Strategy

...An Integrated Marketing Strategy for Xiaomi Brand... An Integrated Marketing Strategy for Xiaomi Brand... Integrated marketing strategy Contents Introduction 3 Main Body 4 Price 4 Product 7 Place 11 Promotion 14 Conclusion 15 Reference 17 Introduction Apple has been a one of the dominating player in the technology market. Apple has revolutionized the technology market for a long time. It designs and develops well known hardware products like Mac computers, iPhone Smart phones, iPod music player and the iPad tablet computer. It has also developed soft wares like iOS Operating systems, Safari web browser and iTunes media browser. The company ranked 2nd position in largest information technology companies in terms of revenue followed by Samsung...
14 Pages(3500 words)Essay

Integrated Marketing Strategy

...An Integrated Marketing Strategy for Xiaomi Brand... An Integrated Marketing Strategy for Xiaomi Brand... Integrated Marketing Strategy The primary intention of this paper is to develop an integrated marketing strategy framework to promote bullet proof vest as the product to be launched in the market. Observably, marketing is quite an important approach in business, which should be conducted in a systematic process. Correspondingly, this paper has presented a marketing plan to promote bullet proof vest as the intended product to the ultimate customers, comprising mainly of security forces. To be noted, the product will be promoted with the help of proper promotional mix strategy rendering due significance when conveying a transparent message...
6 Pages(1500 words)Essay

Profitable Strategy of XIAOMI Company

...An Integrated Marketing Strategy for Xiaomi Brand... An Integrated Marketing Strategy for Xiaomi Brand... has changed the way in which the world operates, diminishing at the same time the existed barriers that hindered ability of people to communicate and interact with each other across the world (Lawlor, 2007). In addition, the advancements in information technology have given a valid impact on the global landscape increasing such demand as for mobile phones. There are many players in the mobile phone industry today, which represent their abilities to add many new features to the mobile services and are capable to enter new markets with new schemes, additional facilities, and also introduce varieties of handsets as models a healthy competition...
12 Pages(3000 words)Case Study

Developing an Integrated Marketing Communications strategy

...An Integrated Marketing Strategy for Xiaomi Brand... An Integrated Marketing Strategy for Xiaomi Brand... page DEVELOPING AN INTEGRATED MARKETING COMMUNICATION STRATEGY FOR JOHN LEWIS DEPARTMENTAL STORES Affiliation: Table ofContents Title page i Table of Contents i Introduction 1 Background of John Lewis Departmental Stores 2 The Offline Marketing Strategies 4 Autumn/Winter 2015 Campaign for the Offline marketing Strategy 4 Success of the offline strategy 6 The Online Website Strategy 6 Autumn/Winter 2015 Campaign for the Online Website Strategy 7 Success of the strategy 8 The Social Media Marketing Strategies 9 Autumn/Winter 2015 Campaign for Social Media Marketing 10 Success of the platform 11 The Mobile Marketing Strategy 12 Autumn/Winter 2015...
18 Pages(4500 words)Essay

Developing an Integrated Marketing Communications Strategy

...An Integrated Marketing Strategy for Xiaomi Brand... An Integrated Marketing Strategy for Xiaomi Brand... an Integrated Marketing Communication Strategy for Selfridges Departmental Introduction Developing an integrated marketing communication strategy involves a lot of activities that mainly focus on understanding the company. This will entail an in-depth understanding of company vales and ethics, history of performance, past and present trends in marketing channels, consumer behaviour, target customer for new products and industrial competition is critical in establishing a sound integrated marketing communication strategy. This paper will focus on developing an integrated marketing communication strategy for Selfridges, a departmental store loc...
18 Pages(4500 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic An Integrated Marketing Strategy for Xiaomi Brand for FREE!

Contact Us