...record for single-day transaction amount in independent e-commerce companies. 1.3 million smartphones, nearly 4.8 million pieces of accessories, all sold out in 12 hours. Xiaomi’s unique visit of the day hit 15 million. When Lei Jun founded Xiaomi in 2009, the first product was MIUI operating system. Lei Jun didn’t want to spend money on marketing, so his crew began building brand awareness in forums. Their staff spent a lot of time on forums, making comments, sending posts and advertising. And they also searched for senior users in forums and picked out 100 out of 1000 to join their operating system design and feedback. These 100 senior users were the base of MIUI operating system, and they also became the first batch of “Me Fan”, meaning Xiaomi fans. Later, Lei Jun decided to manufacturer smartphone. They used the same method to do marketing with zero budget. They set up MIUI mobile phone forum, which became the base camp of “me fan”. In 2010, MIUI forum already had 1 million registered users. Naturally, the 1 million users became the first “Me Fan” of MIUI smartphone. “Me Fan” participated in product research, development, test, spread, marketing and public relation. Except a variety of online activities, fans also organized offline city gatherings. 42% “me fan” bought 2-4 MIUI smartphones, they were extremely loyal to Xiaomi. Xiaomi fans city gatherings covered 31 cities in China, and Xiaomi official city gatherings would held every two weeks. Xiaomi would invite 30-50 users...
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...Principles of mARKETING APPLIED RESEARCH (SOCIAL MEDIA AS A MARKETING TOOL AROUND THE WORLD) Professor Paul Ford Park University Internet Campus A course paper presented to the School for Arts and Sciences and Distance Learning in partial fulfillment of the requirements for the degree of Baccalaureate Principles of Marketing Park University January, 2014 This paper or presentation is my own work. Any assistance I received in its preparation is acknowledged within the paper or presentation, in accordance with Park University academic honesty policies. If I used data, ideas, words, diagrams, pictures, or other information from any source, I have cited the sources fully and completely in a citation within the paper and also listed on the reference page. This includes sources which I have quoted or that I have paraphrased. Furthermore, I certify that this paper or presentation was prepared by me specifically for this class and has not been submitted, in whole or in part, to any other class in this University or elsewhere, or used for any purpose other than satisfying the requirements of this class, except that I am allowed to submit the paper or presentation to a professional publication, peer reviewed journal, or professional conference. This is not a draft, and is submitted for grading to satisfy in part the requirements for this course and the program(s) in which I am enrolled. In typing my name following the word 'Signature', I intend that this certification will...
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...Alibaba in the Emerging Chinese E-commerce Industry Yuexi Li1 Claremont McKenna College November 15, 2015 Abstract: Alibaba.com is one of the leading e-Commerce companies in China. It has grown admirably from its initial beginning as an e-Market connecting small suppliers and buyers to a giant emarketplace that has several operational platforms. Currently the heavy reliance on Chinese Economy, the counterfeit goods issues, and the competition from other emarketplace remain Alibaba’s greatest challenges. In this paper I evaluate Alibaba’s business model including its mission, vision, and values, revenue model, and its R&D structure. Alibaba’s strategy led to its competitive advantages in realizing network effect of scale and understanding the Chinese market. 1 yli17@cmc.edu 1. Introduction On November 11th, 2015, Alibaba Group Holding Ltd. (hereinafter, Alibaba) reported a record-breaking $14.3 billion in sales over just 24 hours during the “Singles Day”2, a shopping holiday. In recent years, Singles Day sales in China have out paced Cyber Monday sales in the US: According to the Reuters.com, on November 11th, 2014, Alibaba reported a $9.3 billion sales from 24 hours, which is $7.26 billion more than sum of US retail ecommerce on Cyber Monday 2014. The statistic shows the Chinese online shopping market’s power, as well as Alibaba’s leading position as the Chinese e-commerce giant. Reaching...
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...Action Program A company clearly stated that it will use it to achieve its marketing goals specific tactics precise details of the marketing strategy, also known as the marketing plan. Plan or strategy to take the best positioning and selling goods and services to specific customers. The plan or strategy that Hup Seng used to promote their product is advertising. Hup seng promote their product through television, radio, newspaper and social media. Television Hup Seng will put an advertisement to let people know about their product on television channels. For example: TV1. TV2, TV3, NTV7, Channel 8 and Channel 9. Not only local television channels because Hup Seng product also allocate to others countries such as Africa, United State, Russia and others Asia country . So that Hup Seng also will put an advertisement on foreign television channels. Radio Besides promote on television channels, Hup Seng also uses radio channels to promote their product. For example: Hitz FM, My FM, One FM, Ai FM, 988 FM, Hots FM, Melody FM and so on. Nowadays, people will listen to radio while they are driving, doing homework, working, doing housework and more. So that Hup Seng put an advertisement to promote their product by using this way can let younger generation know about them. It also gives others race to know about Hup Seng product such as Malay, India and not only Chinese. Newspaper Putting an advertisement on newspaper is another way to promote Hup Seng product. Hup Seng will...
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...[pic] Marketing MK 201 Marketing of Four Seasons Hotel Shanghai [pic] Lecturer: Kathryn Medico Student: Lu Yizhi [ luyi080789 ] Duy Hung Pham [ phdu271188 ] Class: 2A March 12th , 2012 Acknowledgement For the successful completion of our report, we would like to express our deep gratitude to all the people who give us help and advise. First and foremost, we are going to give our appreciation to Mr. Wang, the Assistant Sales Director of the Four Seasons Hotel Shanghai. He spent his personal time replying our email to answer our questions and gave us a lot of valuable information and instructions which keep our report going in the right direction. Secondly, we would like to thank our Marketing lecturer, Miss Medico, she provided us with many useful resources and guidance at every stage of writing the report. Clearly, we cannot finish this report smoothly without her help. Last but not least, we would like to thank all our friends for their suggestions and inspiring. Contents Aknowledgement 2 Introduction 4 Background of Four Seasons Hotel Shanghai 4 The Lifecycle Stages of Four Seasons Hotel Shanghai 5 Target Market 6 The Promotion Mix of Four Seasons Hotel Shanghai 7 Advertising 7 Publishing pamphlets and magazines 7 Online advertising 8 Public Relations 8 Communicating with public by Internet 8 Participate in public service 9 Sales Promotion 9 Hotel packages promotion 9 Discount 10 Conclusion 10 Reference...
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...Internet and Social Media Marketing Student’s name - Asmar Karimova Student’s Programme - International Management Module – Principles and Practices of Global Business & Academic Skills Seminar Leaders – Karl Zehetner & Gergely Tamasi Words count - 2550 MSc in International Management 2015-2016 Table of Contents 1. Intorduction………………………………………………………………………….1 2. Discrimination of internet and social marketing………………………………….2 2.1. Advantages of using social media to market business……………………………3 2.2. Risk of using social media to market business…………………………………….4 3. Internet and social media marketing in China…………………………………....4 4. Internet and social media marketing in Turkey ………………………………….5 5. Internet and social media marketing in Russia…………………………………...5 6. Internet and social media marketing in India……………………………………..6 Conclusion ……………………………………………………………………………….6 References 2 Abstract Nowadays developments in technology introduce many new ways for communication, such as, internet, social networks. Some developments in the global sense are very effective on social marketing’s demonstrating its prevalence and acceptance. All these new formats bring changes in cultural and economic areas. Today’s potential customers spending their time on the internet and social networks for purchasing their needs. Digital or online marketing is far from traditional ways to make marketing. Businesses use this popularity of social media for the marketing of their goods and...
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...big USP. By building its own Android-based OS called MIUI, XIAOMI phones got new exciting features not found on standard android devices as well as plenty of customization options. Xiaomi has also managed to harness the power of social media by not only broadcasting their messages and announcements but by actively engaging with their customers. In its early stages, the company pioneered flash style sales which were done with little or no advertising. Flash sales basically mean selling limited quantities during limited periods. These created a sense of anticipation and urgency – great factors to win consumers’ minds and hearts. Once it created a strong and loyal customer base it harnessed the power of active social media. Word of mouth marketing worked very well for Xiaomi and they continued to take full advantage of it. Xiaomi’s real invention is its business model....
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...The Marketing Plan Karen Ingram BUS 330 Principles of Marketing Instructor: Rokesha (Kay) Green October 5, 2015 The Marketing Plan Marketing has been around for many years but it is always changing and progressing. Marketing is about communicating the value of a product to consumers to promote or sell a product or service. Marketing makes the product unique even though there are similar item offered by competitors. Some activities of the marketing department include product development, advertising, promotion, distribution of sale, customer service, and public relations. Value is the main concept on which marketing is based. Value refers to how good an item is. Value is driven by personal needs and desires. Customer value is the value a specific exchange has for the customer as opposed to for the company (White, 2012). Marketing function determines customer value because it refers to the value of an item the customer receives. A marketer’s job is to develop an offering and to price it in such a way that its value attracts customers, yet it still makes a profit. This paper will introduce and market the product iTunes using the STP approach, discuss major environmental facts and trends in China, and contain a marketing plan for iTunes using the four p’s of marketing. A product that is sold in the United States and has sales opportunities in China is the intangible service iTunes from Apple. ITunes is a store in the form of an app that can be downloaded to ay electronic...
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...r MGMT330 Strategic Management Final Project Xiaomi Entering India’s Mobile Market Analysis Content 1. Introduction ---------------------------------------------------------------------------------------------- 3 2. General Environment analysis of the Mobile Industry in India --------------------------------6 3. Business model of Xiaomi with India market analysis--------------------------------------------9 4. Comparison between Samsung and Xiaomi -------------------------------------------------------11 5. Recommendation---------------------------------------------------------------------------------------13 6. Conclusion ------------------------------------------------------------------------------------------------15 7. Reference ------------------------------------------------------------------------------------------------ 15 1. Introduction 1.1 Background information of Xiaomi Xiaomi, a leading smartphone brand in China, has been trying to enter India’s mobile market in this year. India is a developing country which has a potential market for smartphones. There will be a detailed explanation and analysis of how Xiaomi enters India’s mobile market. We will also evaluate its strategy and provide some opinions or recommendations. We will describe the business model of Xiaomi and the original strategy that Xiaomi used in mainland China first. Then talk about the mobile market of India and the general environment...
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...Consumers will through various channels to understand different brand and model which make consumer select the most suitable product for them. First, the customer will search the information through the internet or mobile magazine. In this time, the consumer can understand the information, review, and the dynamic of the latest mobile phone. If the consumer had chosen a good brand, they can learn more the detail product information from the official website. For instance, Meizu company has their own official website and offering a clear guideline on the website for the consumer to research, including function, pictures, prices and so on. Moreover, Meizu Company will promote their product in the social media such as TV, Facebook, and Weibo. Meanwhile, they also offer the promotional or latest products information in the pages to increase consumer’s awareness of Meizu...
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...------------------------------------------------- Course Title: Marketing Management Assignment Title: Observation Assignment Date Submitted: 25 October 2014 25 October 2014 Declaration of Originality: The work contained in this assignment, other than that specifically attributed to another source, is that of the author(s). It is recognised that, should this declaration be found to be false, disciplinary action could be taken and the assignments of all students involved will be given zero marks. In the statement of collaboration, I have indicated the extent to which I have collaborated with other students, whom I have named. CLEARLY PRINT Name: | Student ID No: | Signature: | Nisa Unothai | 566110520011 | | Lin Xiao (Rebekah) | 576110520002 | | QinXueFei (Sophie) | 576110520006 | | Li Minyi (Maple) | 576110520007 | | Zhou zhiyu (Jayce) | 576110520010 | | Padcharee Klahan | 576110520015 | | | | | | | | Tasks 1. Select the specific Brand of fast food chain or coffee shop chain e.g. KFC, Starbuck Group 3 selects Kentucky Fried Chicken (KFC in short name) which is an international brand providing fast-food restaurant in many countries. 2. Discuss the similarities and differences of their implementations of marketing mix strategies between two countries e.g. Thailand versus China or Australia. A comparison table format including texts, pictures and video link are recommended. Use components of marketing mix strategies below as...
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...OROTON International Marketing Report Student: Erin Burgess Student: Kellie Burmeister Student: Mark Bell Lecturer: Suzanna Mahinder Due date: 25th August 2013 OROTON page 2 TABLE OF CONTENTS INTRODUCTION ................................................................................................. 3 THE OROTON BRAND ....................................................................................... 3 OROTON PRODUCTS........................................................................................ 3 THE CHINESE MARKET .................................................................................... 4 OBJECTIVES ...................................................................................................... 4 TARGET MARKET .............................................................................................. 5 MARKET RESEARCH ......................................................................................... 5 ENTRY STRATEGY ............................................................................................ 6 PRICE STRATEGY ............................................................................................. 7 PRODUCT STRATEGY....................................................................................... 8 PROMOTION STRATEGY .................................................................................. 8 DISTRIBUTION STRATEGY ................................................................................
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...Digital Marketing As discussed in your chosen case study, outline the main strengths and limitations of the case’s digital marketing strategy. In the Unilever case study, the company decided to distribute samples of a new cereal bar, the Marmite, to drive awareness of the new product by increasing connections to the brand’s Facebook page by a Facebook sampling ads campaign. The activity on Facebook was part of an integrated campaign that included print media to raise awareness as well as additional sampling initiatives through digital transvision screens and escalator panels. The ad’s headline was “Free Marmite Cereal Bar”. Strengths One of the reasons why the campaign was so successful was the user-friendly set-up: Once users clicked on the call-to-action button in the ad, they were given the unique opportunity to fill out their shipping address within the ad, providing them with a quick and easy way to request a sample without leaving their newsfeed. It is less time consuming as one does not have to go to the store to buy the sample but just order it through Facebook. This also makes it convenient for the customer and therefore the probability of satisfaction towards the brand increases. Another success factor was Unilever’s use of Facebook Targeting to target its ads to mums and adults 16 to 44 years old. Targeting on Facebook allows the most likely customers to be reached based on information they list in their profiles. Unilever delivered 33,000 samples...
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...Case study : How IKEA adapted its strategies to expand & become profitable in China Executive Summary: IKEA is known globally for its low prices and innovatively designed furniture. In China, however, it faced peculiar problems. Its low-price strategy created confusion among aspirational Chinese consumers while local competitors copied its designs. This case study analyses how IKEA adapted its strategies to expand and become profitable in China. It also assesses some lessons the company learnt in China that might be useful in India, where it plans to open its first store by 2014 and 25 stores in 10 to 15 years. Swedish furniture giant IKEA was founded by entrepreneur Ingvar Kamprad in 1943. He began by selling pens, wallets and watches by going door to door to his customers. When he started selling his low-priced furniture, his rivals did everything to stop him. Local suppliers were banned from providing raw material and furniture to IKEA, and the company was not allowed to showcase its furniture in industry exhibitions. What did IKEA do? It innovated to stay in business. It learnt how to design its own furniture, bought raw material from suppliers in Poland, and created its own exhibitions. Today, IKEA is the world's largest furniture retail chain and has more than 300 stores globally. In 1998, IKEA started its retail operations in China. To meet local laws, it formed a joint venture. The venture served as a good platform to test the market, understand local needs...
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...understand the IKEA environment we will look at IKEA’s marketing strategy, beginning with its products, services, and other attributes that contribute to its value proposition. Following, exploring how IKEA creates a well-defined market position, and how they differentiate their offerings from competitor offerings. Included in this report is an assessment of IKEA’s strategy by analyzing its sources of value in its value chain, an explanation of its intangible products and benefits, and why IKEA considers its customers to be critical stakeholders. This report concludes with an establishment of several key performance measures that enables management to integrate IKEA’s values in its operations. Introduction In 1943 Swedish entrepreneur Ingvar Kamprad founded the now furniture giant IKEA. He began by going door to door selling pens, wallets, and watches. When he began selling his low priced furniture, his competitors immediately tried everything to stop him. The local suppliers were banned from selling him raw materials, and he was not allowed to showcase his furniture in industry expeditions. So Ingvar began to innovate, building his own furniture and buying raw materials from other countries. As the company grew globally, IKEA realized the need to adapt to the local needs of each country it was selling in. IKEA has identified and met the strategic barriers through a unique marketing and operational strategy. IKEA Marketing How do IKEA’s products, services, and related attributes...
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