Bus3003 Advertising Campaign Xiaomi

Topics: Advertising, Google, YouTube Pages: 11 (2841 words) Published: November 25, 2014


BUS3003 – Advertising and Promotion Management
Group Project

Xiaomi
Advertising Campaign

Executive Summary
Campaign Topic
Xiaomi
Company Background
Xiaomi is a mobile internet company dedicated to creating an all aspect user experience. Founded in 2010, Xiaomi has fast become one of the leading tech firms in China. The company is currently valuated at over 10 billion USD and has over 3000 employees. The “MI” in Xiaomi logo is short for Mobile Internet. But it also has other meanings, one of which is “Mission Impossible” because upon establishing Xiaomi, there were many barriers to defy and it seemed quite impossible at the time. Now, Xiamoi are going global which provide products liked Xiaomi Phones, MiTalk (Messaging application), MiBox (TV Set-top box), MIUI ROM (Customize ROM for android devices) and MiTV (Smart TV). Campaign Objective:

In this project, we are going to make a half-year campaign that aims to build up a brand image for Xiaomi. To achieve this objective, there will be two processes in the campaign: raise public awareness, promote public experience. Campaign Activities:

First of all, we will use internet power to promote their product like Facebook page or advertisement on Facebook and Xiaomi can advertise in Youtube. It is the most efficient way to enhance the public awareness of Xiaomi. For promoting public experience, we will use mobile publicity car in several region to provide trial usage. At the same time, number of Xiaomi will be sent to different famous bloggers and forum like Hong Kong Golden Forum, to give reviews on using Xiaomi. These kinds of actions will provide the public more actual product information and raise the buying intentions. 1. Introductions

In recent years, the competition of Smartphone market has become very keen. Apple and Samsung have become the market leader for few years. But recently, there are China mobile companies start entering the Hong Kong Smartphone market to challenge the positions of Apple and Samsung. The new challengers bring up a new trend to the market. And they are Meizu and Xiaomi. And Xiaomi has even become a very hot topic in recent months as it low price, $999. We think that Xiaomi has a great potential to gain a good position in the Hong Kong Smartphone market, so we decided Xiaomi as our target company. In this essay, we will introduce a half-year advertising campaign for Xiaomi. 2. Company Background

Xiaomi is a mobile internet company dedicated to creating a unique user experience. Founded in 2010 by their CEO and angel investor, Lei Jun, the company has fast become one of the leading tech firms in China. The company is currently valuated at over 10 billion USD and has over 3000 employees. The “MI” in Xiaomi logo is short for Mobile Internet. But it also has other meanings, one of which is “Mission Impossible” because upon establishing Xiaomi, there were many barriers to defy and it seemed quite impossible at the time. Now, Xiaomi are going global which provide products liked Xiaomi Phones, MiTalk (Messaging application), MiBox (TV Set-top box), MIUI ROM (Customize ROM for android devices) and MiTV (Smart TV). 2.1 Past Advertising

In the Hong Kong market, Xiaomi did not have too many advertising campaigns on that. In the past, Xiaomi mainly used sales promotion to attract the potential customer. For example, Xiaomi will provide the discount for customer on the period of time. Xiaomi also use hungry marketing to attract the customer. Hunger marketing is a kind of marketing strategy where the commodity provider reduces production in order to create demand. Moreover, Xiaomi relied on some IT websites to promote their new product, such as RINGHK, ePrice and others. In above the advertising, the result is not satisfactory and the advertising campaigns cannot raise the public awareness. Therefore, it needs to redesign the advertising campaign.

3. Key Competitors

In the figure above which is the Hong Kong...

References: 1. Xiaomi Official Web Site
http://www.mi.com/hk/
2. HK Golden – Mobile
http://www.hkgolden.com/articles/cover.aspx?catid=19&subCatID=14&start=1&end=5
3. DC Fever – Product Reviews
http://www.dcfever.com/news/reviews.php
4. YouTube- Official iPhone 5c Trailer
http://www.youtube.com/watch?v=s6m9wUSLeJs
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