Company 1:-
xiaomi
Xiaomi Inc. ([ɕjǎu.mì] ( listen);
Chinese: 小米) is a Chinese electronics company headquartered in
Beijing. Xiaomi makes and invests in smartphones, mobile apps,
laptops, and related consumer electronics.[2]
Xiaomi released its first smartphone in August 2011 and has rapidly
gained market share in China to become China's largest smartphone
company in 2014.[3] As of the start of Q2 of 2018, Xiaomi is the
world's 4th largest smartphone manufacturer. [4][5] Xiaomi has
expanded into developing a wider range of consumer electronics,
including a smart home (IoT) device ecosystem.[6][7][8][9]
The Marketing Mix of XIAOMI is:-
Product mix:
Xiaomi is one the fastest growing consumer electronics companies
based out of China. Xiaomi initially started off as a mobile brand but
now offers a wide range of consumer electronics products. Xiaomi’s
biggest seller are its smartphones with the MI and the RedMi range of
products. These products are mostly run on Qualcomm processors in
India due to a case pending with the court with Ericsson on the usage
of non-Qualcomm products in India. Similarly, it has customised the
products to the requirements of the region it operates in to incorporate
the local market and political conditions. This shows the strong
product portfolio in the marketing mix strategy possessed by Xiaomi.
Price mix:
Xiaomi sells at low price and offers high quality products. According
to the founder, chairman and CEO their main aim is to sell the
products at the price the product is produced without making any
profit. So, the strategy being followed by Xiaomi is sell at a low price
today and gain later strategy. Their profit generation focus is on the
accessories, apps, and services that are to be used with their products.
This is a unique pricing strategy in its marketing mix, mostly aimed at
gaining a substantial market share. The pricing strategy of Xiaomi has
enabled the brand to penetrate into a global market and have a
substantial market share. Initially, they started with low end feature
phones to enter the market. Now, gradually, Xiaomi has also
established itself as a leading smartphone player across the world.
Promotion mix:
Xiaomi promoted its products by selling high specs at lower price to
markets where technology savvy people could not afford high spec
products from Xiaomi competitors. They have distinguished
themselves by building a strong following around their custom
operating system. “Just For Fans”, Xiaomi’s unique initiative where
the Xiaomi loyal fans lead the development of the product in every
step. Most of the employees of Xiaomi are also previous loyal fans
who have become part of the team developing the product. In this way
Xiaomi has made sure there is a pull strategy than a push strategy of
the products produced by them. Xiaomi also leveraged social media to
the fullest and word of mouth. It promoted through micro blogging
sites and social networking sites like Facebook and Twitter. They
regularly organize flash sales which forced the people to buy them
due to the urgency. This caused a hype for the product and there has
been alleged reports that some of the products were sold out in 6
minutes. Xiaomi, has a well-established program under the VIP Users
Center. Being a Xiaomi VIP entails getting points with each new
purchase, which counts towards your status in the Xiaomi online
community as well as for discounts on future purchases. These VIP
members are also invited to these local meetups and fan festivals.
This conclude the 4Ps marketing mix of Xiaomi.
Place mix:
Xiaomi operates in China, Singapore, India and 27 other countries
mainly in emerging markets of south east Asia. It has a huge presence
in many of these countries but major turnover comes from mainland
China. Xiaomi mainly sells through online mode though it has made
some modifications in some of the emerging markets like India where
it uses retail outlets to sell its products. It operates through Flipkart in
the online space in India. Xiaomi also operates dedicated stores called
Mi home present in Beijing and now being opened in Bangalore. It
expects to open 100 Mi home stores in India. Xiaomi also operates
555 Mi authorised service centres across 356 cities in India alone.
Company 2:- apple
Apple Inc. is an American multinational technology company headquartered in Cupertino, California,
that designs, develops, and sells consumer electronics, computer software, and online services. The
company's hardware products include the iPhone smartphone, the iPad tablet computer, the Mac
personal computer, the iPod portable media player, the Apple Watch smartwatch, the Apple TV
digital media player, and the HomePod smart speaker. Apple's software includes the macOS and iOS
operating systems, the iTunes media player, the Safari web browser, and the iLife and iWork
creativity and productivity suites, as well as professional applications like Final Cut Pro, Logic Pro,
and Xcode. Its online services include the iTunes Store, the iOS App Store and Mac App Store, Apple
Music, and iCloud.
Product mix:Apple Inc is known for its innovation in the world. It has always
come up with new products that amazed the whole world. Some of its
popular products in the marketing mix of Apple explain its product
strategy as below:1. Mac: - Macintosh – generally branded as Mac, one of the premier
products of Apple Inc and the utmost reason for the existence of the
company. It was introduced by Steve job in Jan 1984. It was the first
personal computer made for mass that had mouse and graphical user
interface. It has come up with newer versions which are still famous
among the people of United States of America. Some of the models
that are currently present in the market are: Mac Pro, iMac, MacBook
Air, MacBook Pro, MacBook
2. Iphone: - Apple Inc was the first company to introduce smart
phones that had multiple touch i.e. iphone. It was basically a
combination of a smart phone and ipod. It has many version with the
latest one as iphone 7 and iphone 7 plus.
3. IPod: - A unique kind of portable digital music player. Various
variations have come up in the market as iPod Nano, iPod touch, iPod
shuffle and many more.
4. Apple watch: - Watch where you can keep a track of your fitness
schedules.
5. Apple TV: - One of the biggest failures for apple is the
introduction of apple TV.
6. Software and Services
Price mix:
Apple Inc products are premium products and they do not target all
the sections of the society. Being a market leader in its segment, the
marketing mix pricing strategy of Apple is that of a market leader.
However, competition also influences its pricing. Apple is always
know for its innovation and innovation comes up with cost. So, they
follow premium pricing policy in order to delight their customers.
Most of its products such as Mac book, iphone, iPad are all comes
under premium products category. Apple products are costly and are
also considered as a status symbol. It is always argued that why these
products are so costly. One of the reasons for it is the technology that
is being used in the products. Once you get addicted with these
products, you won’t think about other brands.
Promotion mix:
Apple Inc targets specific segment of people. So during promotional activities,
its main focus is on its products and the differentiating factors that make its
unique from the competitors. The promotional strategy in the marketing mix of
Apple focuses on aggressive advertising using various channels like TV, print
media, online ads, billboards etc. If we closely see the ads that Apple has come
up with, it has always tried to focus on how different it is from the competitors.
It has always believed that ads should be simple and gets connected to the heart
of the people. These ads are to the point and no irrelevant information. These
ads will came during any one of the product launch and will run for a very long
time. Apple Inc hardly comes with any sales offers or gives discounts to any
other people except students. Hence, this summarizes the marketing mix of
Apple.
Place mix:
Apple adopts an aggressive strategy in reaching out to premium customers.
There are various channels that are being used by Apple Inc to target the end
consumers. Apple came up with the idea of opening its own outlets i.e. Apple
stores where it could sell its products. They also brought the concept of trade
partners. They collaborate with such trade partners to maintain the distribution
channel. They have firm believe that keeping lesser number of trade partners
can increase the efficiency of distribution channel. These products are then
sending to authorized retailers for apple products. These are premium retailers
who are given targets as set by the company. Another channel of selling is
through online portals. Most e-commerce portals have apple products and it is
one biggest point of sale for apple. One of the differentiator factors for apple is
that they have lots of staff in the apple stores because of its complexity. Staffs
are there to make you understand well about the products.
Comparison between xioami
& apple:
BASIS
COMPANY 1XIOAMI
COMPANY 2APPLE
1.PRODUCT MIX
These products are mostly run on
Qualcomm processors in India due
to a case pending with the court
with Ericsson on the usage of nonQualcomm products in India.
Similarly, it has customised the
products to the requirements of the
region it operates in to incorporate
the local market and political
conditions.
Xiaomi sells at low price and
offers high quality products.
According to the founder,
chairman and CEO their main aim
is to sell the products at the price
the product is produced without
making any profit.
Apple Inc is known for its
innovation in the world. It has
always come up with new
products that amazed the whole
world. Some of its popular
products are MAC, IPHONE,
APPLE WATCH, APPLE TV.
2.PRICE MIX
3.PLACE MIX
Xiaomi operates in China,
Singapore, India and 27 other
countries mainly in emerging
markets of south east Asia..
Xiaomi also operates dedicated
stores called Mi home present in
Beijing and now being opened in
Bangalore. It expects to open 100
Mi home stores in India.
4.PROMOTION
. “Just For Fans”, Xiaomi’s unique
initiative where the Xiaomi loyal
fans lead the development of the
product in every step. Most of the
employees of Xiaomi are also
previous loyal fans who have
become part of the team
developing the product. It
promoted through micro blogging
sites and social networking sites
like Facebook and Twitter.
MIX
Apple Inc products are premium
products and they do not target
all the sections of the society.
Apple is always know for its
innovation and innovation
comes up with cost. So, they
follow premium pricing policy
in order to delight their
customers.
Apple came up with the idea of
opening its own outlets i.e.
Apple stores where it could sell
its products. They also brought
the concept of trade partners.
They collaborate with such trade
partners to maintain the
distribution channel. Another
channel of selling is through
online portals. Most ecommerce portals have apple
products and it is one biggest
point of sale for apple
Apple Inc targets specific
segment of people. So during
promotional activities, its main
focus is on its products and the
differentiating factors that make
its unique from the competitors.
The promotional strategy in the
marketing mix of Apple focuses
on aggressive advertising using
various channels like TV, print
media, online ads, billboards etc