GREY WORLDWIDE Strategic Repositioning Through CRM

IDEAS IN INDIAN CONTEXT

INDIA Out-of-the-Box Marketing

- Presentation by Srujan Dasari

.CHAO.TIC.

Electronic Goods market

Communications market

Media market conditions are …

PRESSURE ON MARGINS

INCREASEDBUT…

GREY WORLDWIDE

INDIA

AND

DIDN’T WANT TO COMPETE ON COST

INSTEAD, THEY FOLLOWED A NEW STRATEGY

THE NEW STRATEGY?

BUT…

WHAT IS

Simple.

Offer high-end products

at a $Low cost !!!

IT DO IT?

BUT…

HOWDOES

1.E

-CO

MM

ER

CE

EXCLUSIVELY E-COMMERCE

NO WAREHOUSES! NO STORES! NO MAINTENANCE COST!

2.A

DV

ERTIS

ING

NO

TRADITIONAL ADVERTISING!!

Rely on SOCIAL MEDIA MARKETING

and WORD-OF-MOUTH

NO TV ADS! VERY LOW COST! RELIABLE!

3. M

OTIV

ES

IT IS NOT TRYING TO MAKE MONEY ON IT’S HARDWARE!

BUT

BY SELLING APPS , GAMES ON TOP OF IT’S EXCLUSIVE

3. M

OTIV

ES

4.D

ETER

MIN

ING

IT TAKES ORDERS FIRST, THEN PRODUCES THE PRODUCT

NO INVENTORY COSTS ! NO EXCESS RAW MATERIAL!

Being exclusively E-commerce is one of the most advantageous thing for MI-India

Xiaomi entered into deal with flipkart - it’s only store.

Uses flipkart’s warehouses – NO WAREHOUSE COST!

It creates it’s own demand

through FLASH! SALES

OMG! Look at those peaks!

Xiaomi more than doubled it’s products in less than an year!!

Xiaomi’s Market is so successful that..

•It captured 1.5% of Indian Mobiles Market in just two Months!

•It doubled the number very quickly

•It now stands 5th place in India

•It is the world’s 3rd largest phone-maker

DISCLAIMER

Created by Srujan Dasari, IIT Kharagpur,

during an internship by

Prof. Sameer Mathur, IIM Lucknow.

www.IIMInternship.com