Table of contents

S.NO PARTICULARS PAGE NO

Declaration
1 I

Internal guide certificate

2 II

Acknowledgment
3 III

4 Chapter 1: Overview of Industry

5 Chapter 2: Overview of Company:

 Introduction of company

 Organization Structure

 Product Line of Company

 Market Share of Company

6 Chapter 3: HR Policies of Company

7 Chapter 4: Marketing Strategies of Company

8 Chapter 5: Financial Aspect of Company

9 Chapter 6: SWOT Analysis

10 Chapter 7: Findings, Limitations and Recommendations

11 Chapter 8: Conclusion

12 Bibliography
 OVERVIEW OF INDUSTRY

INTRODUCTION
The electronics industry, especially meaning consumer electronics,
emerged in the 20th century and has now become a global industry worth
billions of dollars. Contemporary society uses all manner of electronic
devices built in automated or semi-automated factories operated by the
industry. Products are assembled from integrated circuits, principally by
photolithography of printed circuit boards.

The size of the industry and the use of toxic materials, as well as the
difficulty of recycling has led to a series of problems with electronic
waste. International regulation and environmental legislation has been
developed in an attempt to address the issues

HISTORY

The electric power industry began in the 19th century, and this led to the
development of all manners of inventions. Gramaphones were an early
invention and this was followed by radio transmitters and receivers and
televisions. The first digital computers were built in the 1940s with a
slow development in technology and total sales. In the 1990s the personal
computer became popular. A large part of the electronics industry is now
involved with digital technology.

The industry now employs large numbers of electronics engineers and

electronics technicians to design, develop, test, manufacture, install, and
repair electrical and electronic equipment such as communication
equipment, medical monitoring devices, navigational equipment and computers.
Common parts manufactured are connectors, system
components, cell systems, computer accessories, and these are made of
alloy steel, copper, brass, stainless steel, plastic, steel tubing and other
materials
Consumer electronics

Consumer electronics are products intended for everyday use, most often
in entertainment, communications and office productivity. Radio
broadcasting in the early 20th century brought the first major consumer
product, the broadcast receiver. Later products include personal
computers, telephones, MP3 players, audio equipment, televisions,
calculators, GPS automotive electronics, digital cameras and players and
recorders using video media such as DVDs, VCRs or camcorders.
Increasingly these products have become based on digital technologies,
and have largely merged with the computer industry in what is
increasingly referred to as the consumerization of information
technology.
The CEA (Consumer Electronics Association) estimated the value of
2007 consumer electronics sales at US$150 billion.

Effects on the environment

Electrical waste contains hazardous but also valuable and scarce materials
and up to 60 elements can be found in complex electronics.
The United States and China are the world leaders in producing electronic
waste, each tossing away about 3 million tons each year.[3] China also
remains a major e-waste dumping ground for developed countries.[3] The
UNEP estimate that the amount of e-waste being produced – including mobile phones
and computers - could rise by as much as 500 percent over
the next decade in some developing countries, such as India.
Increasing environmental awareness has led to changes in electronics
design to reduce or eliminate toxic materials and to reduce energy
consumption.
The Restriction of Hazardous Substances Directive (RoHS)
and Waste Electrical and Electronic Equipment Directive (WEEE) were
released by the European Commission in 2002
 COMPANY PROFILE

Name XIAOMI
Native name Beijing Millet Technology Co., Ltd.

Company Logo
Type Private

City Bangalore

Founded 6 April 2010; 15 years ago

Founder Lei Jun

Headquarters Haitian district, Beijing, China

Country India

Key people Lei Jun (CEO)

Lin Bin (president)
Hugo Bara (vice presidents)

Revenue Revenue US$20 billion (2015)

Website http://www.mi.com/en/

Products Mobile phones Smartphone’s Tablet

computers Smart home devices

Xiaomi was founded in 2010 by serial entrepreneur Lei Jun, who believes that
high-quality technology doesn't need to cost a fortune. At Xiaomi, we've
 brought together smart people from Google, Kingsoft, Microsoft, Motorola,
Yahoo, and other Internet and tech companies from around the world to bring
that vision to life. We create remarkable hardware, software, and Internet
services for – and with the help of – our MI fans. We incorporate their
feedback into our product range, which currently includes MI 4, MI 3, MI Pad,
MI Box, MI TV, Redmi 1S and Redmi Note, MI Power Bank and other
accessories. We sell direct to customers to keep our prices competitive. And
with more than 18 million handsets sold in China in 2013 and products
launched in Taiwan, Hong Kong, Singapore, Malaysia, Philippines, India and
Indonesia, we are ready to go global.

In August 2012 Xiaomi announced the Xiaomi Mi2 Smartphone. The phone
was powered by Qualcomm's Snapdragon S4 Pro APQ8064, a 1.5 GHz quad-
core Krait chip featuring with 2 GB of RAM and the Adreno 320 GPU. The
company said on September 24, 2013, that the company had sold over 10
million Mi2 devices over the preceding 11 months. Mi-2 Smartphone’s were
sold by wireless phone vendor Mobicity in Australia, Europe, New Zealand,
the UK and the US. On September 5, 2013, Xiaomi CEO Lei Jun announced
plans to launch an Android-based 47-inch 3D-capable Smart TV, which will be
assembled by Sony TV manufacturer Wistron Corporation of Taiwan. The
company explained the choice as to take advantage of Wistron's skill as a
supplier of Sony. In September 2013, Xiaomi announced its Mi3 phone, with a
version powered by the Snapdragon 800 (MSM8974AB) and another by
NVIDIA's Tegra 4 chipset. A 2.3 GHz quad-core Krait chip featuring with 2
GB of RAM and the Adreno 330 GPU.

On September 25, 2013, Xiaomi announced plans to open its first service center in
Beijing. By October 2013 Xiaomi was reported as the fifth most-used Smartphone
brand in China. In 2013 it sold 18.7 million Smartphone’s, and 26.1 million in the
first half of 2014. Xiaomi Mi 4i was the first Xiaomi phone to see its initial release
outside of China. In 2014 Xiaomi announced its expansion outside China, with their
first stop in Singapore. The international headquarters, which will coordinate all
activities including future product launches in the region, will also be set up there.
Xiaomi's Redmi and Mi3 phone were released in Singapore on February 21 and
March 7, 2014. On March 7, Xiaomi Mi3 batches sold out within 2 minutes of the
opening day sale in Singapore. Following Singapore, the company opened in
Malaysia, Philippines and India, and had plans to enter Indonesia, Thailand, Russia,
Turkey, Brazil and Mexico in the following months. On March 17, 2014, Redmi Note
phablet was announced by Xiaomi CEO Lei Jun. The Redmi Note has a 5.5-inch HD
display with OGS technology and an octa-core processor from MediaTek.

In December 2014 Xiaomi completed a round of equity financing led by Hong Kong-
based technology fund All-Stars Investment Limited, a fund run by former Morgan
Stanley analyst Richard Ji raising over US$1 billion, with a valuation of more than
US$45 billion making it one of the most valuable private technology companies in
the world. In April 2015 Xiaomi announced it would make its Mi devices available
through two of India's major e-commerce sites, and through offline retailers for the
first time. On 23 April 2015, Xiaomi CEO Lei Jun and VP Hugo Bara came together
to announce a new telephone named Mi 4i in India, the first phone to be launched in
India before any other country. Mi Band was launched at the same event.

On 30 June 2015, Xiaomi announced it expansion into Brazil with the launch of
locally manufactured Redmi 2, the first time the company sells a Smartphone outside
Asia or assembles one outside China

On 24 February 2016, Xiaomi launched the Mi5, with Qualcomm Snapdragon 820. It
has a power-efficient 5.15-inch HD 1080p display with a 16-LED backlight
technology giving a picture of brightness 600 nits. There are models in black, white
and gold cases, and available storage of 32 GB, 64 GB, and 128 GB. On 10 May
2016, Xiaomi launched the Mi Max, with Qualcomm Snapdragon 650/652 processor.
It has a power-efficient 6.4-inch Full HD 1080p display with 342ppi. With the
ultimate 4850 mAh battery, 4 GB of RAM, 16 MP back-facing camera, a 5 MP front-
facing unit, and includes a fingerprint sensor. Xiaomi later on launched the Mi Max
in India on 30 June 2016. In July 2016, Chinese artists - Liu Shishi, Wu Xiaobo and
Liu Haoran became the first ambassadors of Xiaomi's Redmi series in China.
COMPANY OVERVIEW
SUCCESS STORY
Xiaomi is no. 2 on the list of 50 Smartest Companies 2015 by MIT Technology
Review, which noted in the publication that "the fast growing Smartphone vendor is
maturing beyond its original 'cut-price Apple' model with ideas like flash sales over
its mobile messaging platform";] No. 3 in the list of Most Innovative Companies
2014 by Fast Company, "for reinventing the Smartphone business model in the
world's largest mobile market", and No. 35 in the list of the Most Innovative
Companies 2014 compiled by The Boston Consulting Group. Xiaomi's innovative
business model has been characterized as a disruptive force to the existing
Smartphone industry by a number of commentators. Stratechery writer Ben
Thompson notes in his article "Xiaomi's Ambition that Xiaomi's target consumer
base is the young population of China, especially college students and young adults
who just entered the workforce. As they get places of their own, they will need TVs,
air purifiers, etc., things that Xiaomi sells along with the Smartphone’s. He then
notes: This, then, is the key to understanding Xiaomi: they’re not so much selling
Smartphone’s as they are selling a lifestyle, and the key to that lifestyle is MIUI,
Xiaomi's software layer that ties all of these things together In fact, you could argue
that Xiaomi is actually the first "Internet of Things" company: unlike Google (Nest),
Apple (Home Kit), or even Samsung (Smart Things), all of whom are offering some
sort of open SDK to tie everything together (a necessity given that most of their
customers already have appliances that won’t be replaced anytime soon), Xiaomi is
integrating everything itself and selling everything one needs on Mi.com to a fan base
primed to outfit their homes for the very first time. It's absolutely a vertical strategy –
the company is like Apple after all – it's just that the product offering is far broader
than anything even Gene Munster could imagine. The services Lei Jun talks about –
MIUI and Mi.com especially – sell the products and tie them all together, but they are
all Xiaomi products in the end.

AWARDS

Guinness record achievement

Xiaomi celebrated its 5th birthday on 6 April 2015 with the Mi Fan Festival, which
includes an online shopping day with offers and discounts. Xiaomi managed to break
the world record for "most mobile phones sold on a single online platform in 24
hours", by selling 2,112,010 handsets through its direct-to-customer website Mi.com.

Cafe Killer
On 7 July 2016 several technology news sources reported a severe vulnerability in
the MIUI firmware developed by Xiaomi. The hack targeted a flaw in the MIUI OTA
"over-the-air" updating system. The vulnerability was quickly caught by Xiaomi
sometime in April and immediately patched soon after.

MARKETING MIX

What is marketing mix?

It is a set of controllable tactical marketing tools - product, price, place & promotion -
that the firm blends to produce the response it wants in the target market.

THE FOUR P’S OF THE MARKETING MIX

Effective marketing would be blending the marketing mix elements into a

coordinated programme designed to achieve the company’s marketing objective by
delivering value to consumers. XIAOMI has always worked upon their marketing
mix tools since its entry into India and Xiaomi’s objective has been to strengthen
their brand in important segments of the market and to gain a competitive edge over
competitive brands.

Product in the Marketing Mix of Xiaomi:

Smart home devices

Smartphone & Mobile phones
Laptops
Tablet computers

The use of Facebook by Xiaomi to communicate to users on a regular basis, with the
aim of getting feedback, has played an important role in the development of new
products that would meet the consumer needs.
Such use of social media positions Xiaomi as a unique company as very few other
companies in the world do such a thing. In other words, the company is more
consumer oriented.

Price in the Marketing Mix of Xiaomi:

Most of the money spent on Xiaomi products is strictly spent on design and
production. The company tries to save as much as it can, thus offering products to the
market at an affordable rate. In other words, on average, Xiaomi products are low
priced. The company mainly employs marketing strategies that don’t cost a lot. In
addition, most of the products are sold online thus reducing the cost that would have
been spent to set up offline stores.
The company employs a pricing strategy that will help them get profits in the future.
It is a sell-low-today but gains later strategy. They, therefore, sell their devices at the
exact cost that only covers production costs. Their profit generation focus is on the
accessories, apps, and services that are to be used with their phones and computers
etc. Xiaomi has proven that cheap pricing doesn’t always mean cheap products.

Place in the Marketing Mix of Xiaomi

Xiaomi is Chinese company but for a wider market than just China. However, its
strong base is within its Homeland-China. As of now, the company is also emerging
in 11 other countries. These include Turkey, Malaysia, Mexico, Thailand, Philippines,
Russia, Singapore, Indonesia, Brazil, India, and Vietnam, with most of the countries
being found in the BRIC and Southeast Asia regions. Despite it trying to go
international, Xiaomi ‘s main focus is still on China as this is where it already has a
formidable consumer base.
Most of Xiaomi’s sales are done online rather than in the physical stores. As a result,
a win-win situation is realized by both the manufacturer and the consumer. The
company saves lots of money from building and managing stores as customers
easily access products without having to pay the distributor, wholesaler, and
retailer.

Promotion in the Marketing Mix of Xiaomi:

Xiaomi is an active use of social media among other marketing channels to not only
broadcast their messages and agenda but also to actively get and remain in touch with
their customers as well as potential customers. The company’s engineers also make
good use of social media especially Facebook, to routinely communicate to users for
feedback. Such feedback are used in the development of new products.

The use of flash sales helps the company to sell their smartphones and other products
in limited numbers and within very limited time periods. This is an important sales
strategy that enables the company to save money that would have been used in
advertisements as the strategy does create urgency and anticipation on consumers.
Just a limited number of products are produced and sold quite fast thus making others
wait for the next batch. The wait is always with a lot of anticipation and urgency.
Many people end up talking especially on social media thus unknowingly promoting
Xiaomi products

Xiaomi has a very big and formidable fan base that has successfully been able to
show their support for the Xiaomi products. These are fans that are always present
whenever a new product is being launched. The presence of such a fan base alone is
enough applause and noise to attract the attention of potential customers.

MARKETING STRATEGIES OF XIAOMI

In selling the Xiaomi Smartphone, Xiaomi employs a strategy very unlike other
Smartphone makers such as Samsung and Apple. Lei Jun, Xiaomi CEO, said that the
company prices the phone almost at bill-of-material prices, without compromising
the component quality and performance compared to another premium Smartphone’s.
It also profits by selling phone-related peripheral devices, smart home products, apps,
online videos and themes. According to Xiaomi's Hugo Barra in late 2014, the
company sees hardware sales as a means of delivering software and services in the
long term, "We are an Internet and a software company much more than a hardware
company." However, financial data available at the time indicated that this is either
wishful thinking or plans for the far future: 94% of the company's revenue came from
mobile phone sales, a higher proportion than even Apple

To further reduce overhead costs, Xiaomi does not own any physical stores, selling
exclusively from its online store. It also did away with traditional advertising and
relies on social networking services and word-of-mouth to publicize its products.

Furthermore, by keeping a tight control over its stock, Xiaomi is able to place
cheaper batch orders as demand dictates. Limited availability flash sales ensure that
supply never outstrips demand and helps create promote its products. In contrast
traditional OEMs incur large upfront productions costs, which must be recouped by
selling prices, in order to ship phones, some of which may not sell out to retailers all
around the world.

Xiaomi say that they listen closely to customer feedback, having them test out
upcoming features themselves, and building an extensive online community. Lei Jun
described it this way, "When I was with Kingsoft, I had the opportunity to work with
Nokia and Motorola, two mobile phone giants of their time. One day, I pointed out to
their R&D boss some inadequacies. After that, they merely acknowledged my input,
but never acted upon what I had said. So, I thought to myself, if I make a phone call,
you can tell me anything you wish for it or what's wrong. If it is justifiable, we will
work on it immediately. I'll give you an update every week and you may even see
your wishes come true within a week." In practice, Xiaomi's product managers spend
a lot of time browsing through the company's user forums. Once a suggestion is
picked up, it is quickly transferred to the engineers. Therefore, features can turn from
mere concept to shipping products within a week. The company then ships a new
batch of phones out every week on Tuesday at noon Beijing time, containing the new
software builds and possible minor hardware tweaks. Xiaomi calls this process
"design as you build."

Finally, by making its operating system MIUI open for download on other Android
phones, it has made Xiaomi's apps and content more easily accessible, widening the
potential to provide services to more users.

Xiaomi's products are manufactured by Foxconn and Inventec. According to the

report released by patent litigation consulting firm Lex Innova in May 2015, Xiaomi
has 101 U.S. patents with only 2 granted patents. Xiaomi's mascot is a rabbit wearing
an Ushanka (known locally as a "Lei Feng hat" in China) with a red star and a red
scarf around its neck.

PRODUCTS
Laptop

Mi Notebook Air:

Xiaomi forayed into PC space with the launch of its first-ever ultrabook Mi Notebook
Air in China. It features a 13.3-inch display, powered by Intel i5 processor, 8 GB
DDR4 RAM, 256 GB SSD storage and runs on Microsoft's Windows 10 operating
system. Xiaomi has priced this 13.3- inch laptop at RMB 4,999. A more affordable
variant of Mi Notebook Air with 12.5-inch HD display, Intel core m3 processor, 4
GB RAM and 128 GB SDD is priced at RMB 3499. Mi Notebook Air includes only
Chinese version Windows 10 without possibility to download English language pack.

Mobile phones
Mi series

Until January 2015, Xiaomi’s flagship mobile handset line was the Xiaomi Mi series.
The Xiaomi Mi 4 succeeded the Xiaomi Mi 3. It was initially launched in mainland
China, followed by Singapore, Malaysia, Thailand and India on March, May and July
2014 respectively. The Mi 3 uses a modified Qualcomm Snapdragon 800 and was
found on test to be the world’s fastest Android Smartphone according to benchmark
testing apps AnTuTu, Quadrant and Geek bench.

Announced at Xiaomi’s annual product launch at Beijing on 22 July 2014, the Mi 4

has a Qualcomm Snapdragon 801, 3 GB RAM and an 8-megapixel front camera. It
was reported in 2014 that Xiaomi had ordered 50,000 sapphire covers from South
Korean manufacturers, for a new premium Smartphone. Xiaomi showcased its
ceramic Mi 5 on 24 February at MWC 2016. It was one of the first Smartphone’s
with Qualcomm’s latest processor, the Snapdragon 820. It will retail for a price of
RMB 2699 in China. It has an IMX298 camera sensor with 4-axis OIS and a sapphire
lens. It’s also equipped with NFC and a mobile payment function Mi Pay launched in
April 2016. On 27 September 2016, Xiaomi unveiled the Mi 5s. The Mi 5s is
powered by Snapdragon 821 SoC and is offered in two different models, one comes
with 3 GB RAM and the other with 4 GB RAM. The 3 GB RAM variant comes with
64 GB of internal storage whereas the 4 GB variant comes with 128 GB internal
storage. The device features an ultrasonic fingerprint scanner which is based on
Qualcomm’s Sense ID technology. Other specs include 5.15-inch Full HD display,
12 MP rear camera with Sony IMX378 sensor, 4 MP secondary camera on the front
and 3200 mAh battery. On 27 September 2016, Xiaomi also unveiled the Mi 5s Plus
along with the Mi 5s. The Mi 5s Plus is a phablet device having a 5.7-inch Full-HD
display. It comes with Snapdragon 821 SoC under the hood which is coupled with 4
or 6 GB RAM. The 4 GB RAM variant comes with 64 GB internal storage whereas
the 6 GB RAM variant offers 128 GB internal storage. The Mi 5s Plus comes with 13
MP dual cameras at the back and a 4 MP secondary camera on the front. The
fingerprint scanner is the same found on the Mi 5s, however, the battery is bigger at
3800 mAh

PRODUCT LIST (MI SERIES)

Mi Note Series
Xiaomi Mi Note Pro
In January 2015 in Beijing, China, Xiaomi unveiled the Mi Note and Mi Note Pro at
about half the price of the comparable iPhone 6. Both devices have a 5.7-inch display
and use a dual-glass design with a 2.5D front and 3D rear glass. The Mi Note is
powered by hardware more than a year old at launch, the Mi Note Pro has the newer
octa-core Qualcomm Snapdragon 810 processor, Adreno 430 GPU, 4 GB LPDDR4
RAM and LTE Cat 9, giving it a higher performance than the Mi Note, with
approximately the same battery life

PRODUCT LIST (Mi Note Series Devices)

Redmi Series

Xiaomi Redmi Note 3, showing the dual SIM card tray and the fingerprint scanner.
The Xiaomi Redmi series is a lower-cost range than the Mi; the Redmi Note is the
second phone in the series. In India the Redmi Note comes in three variants, one with
4G, another with 3G and the other with LTE. It was available only on Flipkart until
Xiaomi announced its partnership with Amazon.com and Snapdeal on 7 April 2015.
Xiaomi Redmi Pro is the latest addition to Redmi Series which was unwrapped in
China on 27 July 2016. It is Xiaomi’s first ever Smartphone which features dual
primary cameras and MediaTek Helio X25 chipset. The 16 GB Redmi Note 2 and 32
GB Redmi Note 2 Prime were announced on 13 August 2015. The Redmi Note 2 has
a better 64-bit MediaTek Helios X10 Chipset, 2 GB RAM, and a fast-focusing 13-
megapixel camera. It is thinner and lighter than the original Redmi Note. The Redmi
Note 2 Prime has 4G LTE and a slightly faster CPU than the Redmi Note 2. It will
run MIUI 7. also supports 4G VoLTE.

On 3 August 2016, Xiaomi launched the Redmi 3S and Redmi 3S Prime in India. The
device is powered by Snapdragon 430 SoC and features a 5- inch HD IPS display.
The difference between Redmi 3S and Redmi 3S Prime is that the former sports 2 GB
RAM and 16 GB internal storage whereas the latter features 3 GB RAM and 32 GB
internal storage and fingerprint sensor. Both the devices run on MIUI 7 based on
Android 6.0 Marshmallow and boast off a 4100 mAh battery. Other features include
a fingerprint The Redmi Note 3 (unlike its predecessor, it does not have a user-
changeable battery and does not support removable microSD storage) was launched
on 24 November 2015. It is powered by an octacore Helio X10 processor clocked at
2.0 GHz.

However, the Redmi Note 3 Pro has a microSD slot available in the form of a hybrid
SIM slot. The Pro version has slightly bumped up specifications than the normal
version. It uses a Snapdragon 650 (a hexacore chipset – maximum clock frequency
1.8 GHz) with an Adreno 510 GPU.

On 27 July 2016, Xiaomi unveiled the Redmi Pro, the company’s first 4G
Smartphone featuring a dual rear camera setup. There are two cameras at the back of
the device, 13 MP and 5 MP. Also, Xiaomi unveiled three variants of Redmi Pro.
One variant features Helio X20 SoC along with 3 GB RAM and 32 GB internal
storage, whereas the other two sport Helio X25 SoC along with 3 GB RAM + 64 GB
internal storage and 4 GB RAM + 128 GB internal storage. It features a 5-megapixel
front camera as well and scanner, infrared sensor, hybrid dual SIM and support for
4G VoLTE. On 9 August 2016, Xiaomi started selling the Redmi 3S Prime in India
through open sale. This is the first time that a Xiaomi Smartphone was sold directly
through open sale instead of selling the Smartphone through flash sales first.

On 25 August 2016, Xiaomi unveiled the Redmi Note 4. The Redmi Note 4 is
powered by MediaTek’s Helio X20 Deca-core processor which is clocked at 2.1
GHz. The device also has 2 GB RAM and offers 16 GB of internal storage. The
Redmi Note 4 boasts a 5.5-inch Full-HD display and features a camera combo of 13
MP rear camera and 5 MP front camera. It runs on Android 5.1 Lollipop and packs a
4100 mAh battery.
 PRODUCT LIST (REDMI SERIES)

REDMI NOTE SERIES DEVICES

Other MIUI Based Devices
MiPad: The Xiaomi MiPad is the first tablet by Xiaomi. First announced in the
Xiaomi New Product Launch Event 2014, the device is the first device to use the
NVIDIA Tegra K1 quad-core 2.3 GHz processor with 2 GB RAM and it is on sale in
mainland China at the price of CN¥ 1,499.

(Other Devices Table)

MIUI (operating system)

MIUI is a stock and aftermarket Android firmware for Smartphones and tablet
computers based on the open-source Android operating system. It is Xiaomi's earliest
known product. The global has started rolling out the MIUI 8 (stable) globally
starting August 23, 2016, which is the latest iteration of this operating system based
on Android 6.0 Marshmallow
MiWiFi (network router)

The Xiaomi Mi WiFi is a series network router initially launched on 23 April 2014.
The latest in the series is a corporate-class router with built-in storage of up to 6 TB.
It is said to have a PCB dual-antenna array supporting 802.11ac Wi-Fi standard, a
Broadcom 4709C dual-core 1.4 GHz processor and 512 MB of flash memory. The
router can be used as a wireless. For movies and photos, in tandem with Xiaomi's
apps that feature remote downloads, automatic backups, remote access to files and
other features.

Mi TV (Smart TV line)

The Mi TV is a line of Smart TVs designed and marketed by Xiaomi. It runs Android
and was initially announced in 2013. The latest in the series are Mi TV 3s 43 inch
and the Mi TV 3s 65 inch curved. The Mi TV 3s 43 inches has a 43-inch 1920p x
1080p from either LG or AUO. It has the 1.45 GHz quad-core MStar 6A908 Cortex-
A9 processor with Mali-450 MP4 GPU, and 1 GB DDR3 RAM and 8 GB internal
memory (eMMC 4.5). At 10.9 mm, it is pretty thin for a TV. The Mi TV 65 inch
curved has a 4K Samsung display. It has a 1.4 GHz quad-core MStar 6A928 Cortex-
A17 processor with Mali-760 MP4 GPU. For the memory, it has 2 GB DDR3 RAM
and 8 GB internal memory (eMMC 50). It is extremely thin at 5.9 mm thick, but it
has to have a sound bar for audio.

Xiaomi Mi Box

The Xiaomi Mi Box is a smart set-top box for televisions. From deals struck with
content providers, the set-top box offers films and TV shows with no user account
nor subscription required. The box can also access content via its USB port, such as
through an external hard disk. Due content licensing restrictions, it is currently only
available in mainland China.

Mi Cloud (cloud storage service)

Mi Cloud is a cloud storage and cloud computing service created by Xiaomi. The
service allows users to store data such as contacts, messages, photos and notes on
remote computer servers for download to multiple devices running MIUI. The service
also includes a feature that allows users to track the location of their MIUI device as
well as alarm, lock or reset it.

Mi Power Bank (external battery)

A 10400 mAh Mi Power Bank

Mi Power Bank is a battery charger with a built-in internal battery. The charger is
built with an aluminum case, and includes batteries rated at 5000/ 5200/ 10000/
/16000/ 20000 mAh. Through the use of a USB cable, it can be used to charge any
device that supports USB charging. The 16000 & 20000 mAh have two USB ports.
Silicone sleeves are available for all except the 20000 mAh version.

Mi Band (fitness monitor & sleep tracker)

The Mi Band was announced in August 2014. The Mi Band will be sold for US$13,
has a reported 30-day battery life, can act as an alarm clock and track your fitness and
sleep. The band also has the ability to unlock your phone based on proximity.Initially
available in China, it can now be purchased in Xiaomi's seven markets in Asia and —
courtesy of a recent extension of its Mi.com store — France, Germany, UK & US.
With 2.8 million Mi Band shipments in the first quarter of 2015, Xiaomi became the
world's second-largest wearables maker, accounting for 24.6% of the global market
share.

Smartwatch

On 30 August 2016, Xiaomi's sub-brand unveiled the first smartwatch named

AMAZFIT Watch.[126] This watch is powered by a single-core processor which is
clocked at 1.2 GHz. It has 512 MB of RAM and 4 GB of internal storage. The
smartwatch has a 1.34-inch circular display which boasts 300 x 300-pixel resolution.
It's powered by a 200 mAh battery and also comes with IP67 certification making it
ideal for use while raining. Other features include a heart rate monitor and built-in
GPS.

Mi Personal Transport
Electric Bikes

There are 4 kinds of bikes:

Xiaomi Yun Bike C1 Men`s (Benz White, Space Gray and Burning Orange) from
$439;

Xiaomi Yun Bike C1 Women`s (Fresh White, Elegant Red and Mint Green) from
$439;

Xiaomi QiCycle R1 Black from $3599;

Xiaomi Yun Bike X1 Black from $899.

Electric Scooters

2 kinds of scooters: Xiaomi Ninebot Mini Self Balancing Scooter White and Black
from $449.

Ninebot Mini Scooter Sports Protector Set Black

There are 3 sizes: Size S, Size M, Size L.

Smart Home products

Blood pressure monitor

Xiaomi launched a smart blood pressure monitor on 24 September 2014, in

partnership with health Labs of Silicon Valley, USA. Xiaomi says the blood pressure
monitor is easy to use and meets all the necessary professional medical standards and
certifications. The accompanying app, customized for Xiaomi Smartphones, tracks
blood pressure, heart rate, average pulse and other parameters on a real-time chart,
then makes recommendations for improvement.

Air purifier

Xiaomi released an air purifier on 9 December 2014 in Beijing. This CN¥ 899
devices has the capability to clean up to 406 m3 of air in an hour. The device uses
HEPA technology to reduce polluting particles from as high as 600 ppm to a clean
2.5 ppm. The device has a real-time air quality monitor. Users can synch the air
purifier with a Smartphone to control it remotely, receive air quality data, and be
alerted when the air filter is dirty.

Yi Smart Webcam

Xiaomi released the Yi (also called Ants or Xiaoyi) Smart Webcam for CNY 149 on
29 October 2014. It has 720p resolution, a 111-o wide-angle lens with 4x zoom, and
the ability to make two-way voice calls. Activated and viewable via the Smartphone,
it doubles as both a webcam for chatting and a security camera with recording
capabilities. The camera automatically records whenever it detects movement in
view. In June 2015, Xiaomi launched a night vision edition of the Yi Camera with a
940 nm infrared sensor.

YI Action Camera

YI Action Camera, sold by Xiaomi

Xiaomi began selling the YI action camera for CNY 399, which was created by YI
Technology. It comes with a 16 MP Sony IMX206CQC sensor which can record
videos at 1080p60 and 720p120. It is waterproof up to 40 m with a waterproof case.
Since it became very popular even outside China through its low price and same
physical dimensions like products from Hero, there exists some user-made tweaks for
features include shooting in RAW, customizable ISO and white balance In May 2016
the new YI 2 was introduced Compared to the popular GoPro brand of action
cameras, Xiaomi's motion camera, YI has electronic motion stabilization, an
integrated LCD display, dual microphones, bigger battery, Slow Motion mode, Timer
mode, lens geometry distortion correction and no overheat issues.

Mi Smart Scale

Xiaomi announced the Mi Smart Scale for CNY 99 on 31 March 2015. According to
Xiaomi, the smart personal weighing scale makes measurements ranging from 5 kg to
150 kg, with a 50 g precision, and shows weight in kg and lbs. When paired with the
Mi Fit app, which itself pairs with the Mi Band, users can track their weight and
BMI. The Mi Smart Scale is equipped with Bluetooth 4.0 and is compatible with both
Android and iOS. The maker of the scale is Huami, a company Xiaomi invested in.

Mi Water Purifier

Xiaomi announced the Mi Water Purifier for CNY 1,299 on 16 July 2015. It sits on a
kitchen surface and filters water for drinking by reverse osmosis. Xiaomi says the
purifier is able to dispense 1,800 liters a day with a 1:1 water production rate. The
device also pairs with a Smartphone and sends real-time data on filter effectiveness
and reminders to change filters. The R&D of the device is done by Yunmi
Technology, a part of the Mi Ecological System.

Smart Home Kit

Xiaomi unveiled the Smart Home Kit for CNY 199 on 10 June 2015. The kit contains
a set of smart sensors, including the multi-function gateway, the door/window sensor,
the motion detector and the wireless switch, which can be combined to achieve over
30 different kinds of functions. For example, the motion detector can be paired with
the gateway to perform functions such as switching on a light at night when it detects
motion; the window sensors can start or stop a connected fan as windows are closed
or opened; in another example, users can set the gateway into alert mode with their
Smartphones as they leave the house, and the gateway would then send push
notifications and turn on the automatic recording of a Yi Smart Webcam when the
door/window sensor or the motion detector detects abnormal activity.

Ninebot Mini
Being a major investor in Ninebot, a Chinese company that acquired the self-
balancing scooter manufacturer Segway, Xiaomi released a self-balancing scooter
called Ninebot Mini for CNY 1,999 on 19 October 2015. The scooter has a maximum
speed of 16 kph (10 mph), a 15-degree incline climbing capability, a range of 30 km
on a single charge, and a recharging time of three hours. It weighs 8 kilograms (28
lbs.) and can fit in a suitcase. Users can monitor speed, check vehicle condition,
update firmware, receive theft alarms and remotely control the vehicle via a
Smartphone app. The scooter can learn and adapt to users' driving habits.

Smart Rice Cooker

Xiaomi launched the Mi Induction Heating Pressure Rice Cooker for CNY 1,999 on
29 March 2016. According to Xiaomi, the pressure rice cooker uses 1.2 atm to raise
the boiling point of water to around 105℃, resulting in the most flavorful rice. Users
can use their Smartphones to scan the barcode on the rice packaging, with the cooker
automatically adjusting its methodology to suit the particular rice type, brand, origin
and user preferred softness. The companion app also includes options to cook
steamed vegetables, crispy rice and cakes, and users can look up the recipe and set
the corresponding heating method through the app. The company had to deal with a
PR crisis when netizens found resemblances between the design of Xiaomi's rice
cooker and an earlier product by MUJI. Lei had to response in public to settle the
disputes.

Robotic Vacuum

Xiaomi announced the Mi Robot Vacuum on August 31, 2016. Priced at CNY 1,699,
the Mi Robot Vacuum is equipped with a 5200 mAh, 14.4V lithium-ion battery.The
vacuum includes 12 sensors, including an ultrasonic radar, cliff radar, gyroscope and
accelerometer. According to manufacturer specifications, the Mi Robot Vacuum is
able to vacuum for 2.5 hours on one charge, translating to approximately 2700 sq.
feet of floor space.

Drones
It has announced it plans to build two drones. One will be priced at CNY 2,499 and
will include a 1080p camera, and the pricier one 2,999 Yuan model will shoot 4k
video. Xiaomi said the drones will consist of 27 minutes of flying time to a range of 3
kilometers on their 5,100 mAh batteries. They will be making the drones in the
summer.

DISTRIBUTION CHANNEL

Distribution Channel Structure

WITHIN INDIA

OUTSIDE INDIA
Functions Performed by the Channel Member

The main functions of different channel members are to supply goods, to achieve
targets and to increase sales.
One of the main functions of C&F agents is to achieve the targets assigned to
them. They are responsible for all the activities in their area.
Maximum sale of the XIAOMI’S products comes from the Nankeens and other
packed products which is nearly Rs.250 crore yearly.
The sale of other goods including the sales of its entire outlet are around Rs.150
crore.

Selection of Channel members

Channels members are selected if the following facilities are available: -

Warehouse Facilities
Experience salepersons.
Van, truck, three-wheelers for transportation.
Registered office.
Proper computer facility for maintaining accounts.
Financially strong
Order processing

Salespersons of C&F agents and distributors go to the retailers of their areas and
bring the order daily. After that they give orders in the Corporate Office of XIAOMI
in road to the general manager. From corporate office general manager gives order in
the factory.
As the order is ready to be delivered and on confirmation from the corporate
office, the goods are delivered in trucks.
Orders within Delhi and the places near Delhi (like Meerut) are delivered within
24 hours.
Orders outside Delhi are delivered according to the distance. It takes from 24
hours to 72 hours.
Every distributor and C&F agent have a fixed day in a week to give an order
XIAOMI has its own warehouse, which is managed by its own staff.

Physical movement of the goods

The order of Xiaomi is delivered by truck. Xiaomi pays the expenses for
transportation of the goods.

Promotion

Xiaomi product promotion had been low key until competition intensified in the
snack foods market. The company tied with ‘Profile Advertising’ for promoting its
products. Attractive posters, brochures and mailers are designed to enhance the
visibility of the Xiaomi brand.

ELEVEN BRAND DEFINATIONS

Product

Xiaomi products are new high-quality Chinese based Smartphone manufacturing

company providing products at premium yet affordable price. They first Chinese
based company to take part in the MAKE IN

Brand

When it comes to Smartphone, the brand is trusted for its high-quality premium
products which they provide at affordably reasonably prices creating competition in
the Indian market.

Brand Name

The "MI" in our logo stands for “Mobile Internet”. It also has other meanings,
including "Mission Impossible", because Xiaomi faced many challenges that had
seemed impossible to defy in our early days

Brand Core Values

Making quality technology accessible to everyone.

Brand Character

The brand character of Xiaomi is a quality standardized company providing quality

products
Brand Personality

"Just for fans" – that's our belief. Our hardcore Mi fans lead every step of the way. In
fact, many Xiaomi employees were first Mi fans before joining the team. As a team,
we share the same relentless pursuit of perfection, constantly refining and enhancing
our products to create the best user experience possible. We are also fearless in
testing new ideas and pushing our own boundaries. Our dedication and belief in
innovation, together with the support of Mi fans, are the driving forces behind our
unique Mi products.

Brand Position

Xiaomi is focused on being the most user-centric mobile internet company, and we
aim to constantly exceed expectations through innovations in software, hardware and
services. Many of our employees were initially fans of Mi products, before they
decided to join us. Our team is not only passionate about technology, but also
relentlessly pursues perfection to break tradition and push boundaries, all just to
ensure that our products remain unique and offer an unparalleled user experience.
Xiaomi is headquartered in Beijing, China and has offices in Asia-Pacific, India, and
Brazil.

Brand Positioning

Xiaomi Inc. is a privately owned Chinese electronics company headquartered in

Beijing. It is the world's 4th largest Smartphone maker. Xiaomi designs, develops,
and sells Smartphone’s, mobile apps, laptops, and related consumer electronics.

Mnemonic

Whenever one thing of a brand, the first thing that comes to the mind that reminds us
of just the brand and not the features attached to it is considered as the mnemonic for
that brand. In Xiaomi’s case it is not available as yet but is under consideration. For
the time being the logo, itself could be taken as the mnemonic for the brand.

Brand Property

It is the memory device, which not only reminds the consumers of the brand name
but also its core values. In the case of Xiaomi’s, the brand property would be its
orange and white stylized logo which is reminiscent of the fact that the brand is an
established one with top of the mind recall.

Brand Equity

According to IDC, in October 2014 Xiaomi was the third largest Smartphone maker
in the world, following Samsung and Apple Inc., and followed by Lenovo and LG.
Xiaomi became the largest Smartphone vendor in China in 2014, having overtaken
Samsung, according to an IDC report.

RESEARCH METHODOLOGY

The study is an exercise involving estimation of parameters as regard to

organizational requirements- Research was designed so as to get the relevant
information that can be used for various organizational purposes.

OBJECTIVES

The objective of our project is:

To study the marketing strategies and brand loyalty of Xiaomi.
To study the marketing mix of Xiaomi.
To analyze Xiaomi competitor and compare their strategies and come up with
recommendations for any problem being faced by it.

DATA COLLECTION

Data collection helps your team to assess the health of your process. To do so, you
must identify the key quality characteristics you will measure, how you will measure
them and what you will do with the data collected. Data Collection is nothing more
than planning for and obtaining useful information on key quality characteristics
produced by your process. However, simply collecting data does not ensure that you
will obtain relevant or specific enough data to tell you what is occurring in the
process.

TYPES OF DATA COLLECTION

A. PRIMARY DATA
Primary data is information collected by a researcher specifically for a research
assignment. In other words, primary data are information that a company must gather
because no one has compiled and published the information in a forum accessible to
the public. Companies generally take the time and allocate the resources required to
gather primary data only when a question, issue or problem presents itself that is
sufficiently important or unique that it warrants the expenditure necessary to gather
the primary data. Primary data are original in nature and directly related to the issue
or problem and current data. Primary data are the data which the researcher collects
through various methods like interviews, surveys, questionnaires etc.

B. SECONDARY DATA
Secondary data are the data collected by a party not related to the research study but
collected these data for some other purpose and at different time in the past. If the
researcher uses these data, then these become secondary data for the current users.
These may be available in written, typed or in electronic forms. A variety of
secondary information sources is available to the researcher gathering data on an
industry, potential product applications and the marketplace. Secondary data is also
used to gain initial insight into the research problem. Secondary data is classified in
terms of its source – either internal or external. Internal, or in-house data, is
secondary information acquired within the organization where research is being
carried out. Secondary external data is obtained from outside sources. There are
various advantages and disadvantages of using secondary data.

ANALYSIS
SECONDARY DATA: The data which has already been collected by secondary
data.

LIMITATIONS
1. As such a result may not give an exact representation of the population.

2. Most of the data being secondary can be biased towards the company.
3. There was time constraint while making the data
4. The data collected is secondary so it may be outdated.

FINDINGS
Xiaomi should aim at constructing better after sales services and different types of
retail services.
All the products manufactured by the company are not launched in India. So, to
maintain the trust among the consumers, Xiaomi should build upon its selling
strategies.
It could venture into corporate tie-ups with different selling departments.

Set up mini outlets inside the multinational office complexes.

Cash in the call center wave and have tie-ups with business process outsourcing
companies.

Conduct road shows on various campuses nationwide

Whatever tools and methods the company chooses to employ, interactive
communication should be given high priority.

CONCLUSION
 The market is clogged with dominant players such as Apple, Samsung’s
Smartphone’s arm, which has almost brought in a Smartphone revolution in the
country,
Motorola and the Chinese based Smartphone retailer Huawei etc. Even the U-
Eureka has a presence in the category. With the entry of companies such as VIVO
and LeEco into this industry, it is getting tough for companies such as XIAOMI to
compete in the market with tough competition.
With the increase in the demands of the people for technology at fewer prices, the
Smartphone manufacturers have to face the problem with up gradation of their
device.
Xiaomi has the capability of meeting these demands and only requires a certain
revision in its strategies to be able to do so successfully, which it already has begun
to consider.
Also, the study concludes that consumer behavior towards brand loyalty is quite
positive as a maximum of they are used by large amount of youth population.

BIBLOGRAPHY
Book Material

Marketing Management by Philip Kotler

Sales & Distribution Management by Tapan K Panda & Sunil Sahadev
Service marketing, Pearson Education Pvt Ltd., New Delhi by Lovelock,
Christopher H.

Websites

www.mi.com/en/
www.wikipedia.org
www.google.co.in

www.xiaomiindia.com
The Hindu(www.hinduonnet.com)