The Analysis of the Marketing Strategies of Xiaomi in India

Smartphones have become our daily necessities in the 21st century. Technology firms keep innovating new devices which provide customers variety of choices. Before buying a new smartphone, customers will usually search it online to watch some videos that evaluate each smartphone. To have a better idea of what how would customers consider before they purchase a smartphone, the authors have created a questionnaire with 45 respondents. The results show that Xiaomi benefits from its high-performance smartphones at a fair price. However, there are some drawbacks that Xiaomi does not satisfy people’s demand of vanity like apple did. Also, few places sell used smartphones as new phones and unauthorized smartphones which can damage brand reputation and lose customers. The results of this paper can help Xiaomi to have a better idea of how to improve its marketing strategies to satisfy more customers in India.