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    Marketing Management Final Report

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    Aditya Rathi
    Realme originated as a sub-brand of Oppo but has since become an independent company. It has directly targeted Xiaomi, the market leader in India, by focusing on online sales and matching Xiaomi's products, features, and marketing strategies. A survey showed Realme had established itself as a brand with better smartphone design, reliability, and service compared to Xiaomi. While Xiaomi remains the overall leader, Realme has grown rapidly through this frontal assault strategy and now competes fiercely with Xiaomi for the top spots in various segments.

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    Marketing Management Final Report

    Uploaded by

    Aditya Rathi
    59 views2 pages
    Realme originated as a sub-brand of Oppo but has since become an independent company. It has directly targeted Xiaomi, the market leader in India, by focusing on online sales and matching Xiaomi's products, features, and marketing strategies. A survey showed Realme had established itself as a brand with better smartphone design, reliability, and service compared to Xiaomi. While Xiaomi remains the overall leader, Realme has grown rapidly through this frontal assault strategy and now competes fiercely with Xiaomi for the top spots in various segments.

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    Realme originated as a sub-brand of Oppo but has since become an independent company. It has directly targeted Xiaomi, the market leader in India, by focusing on online sales and matching Xiaomi's products, features, and marketing strategies. A survey showed Realme had established itself as a brand with better smartphone design, reliability, and service compared to Xiaomi. While Xiaomi remains the overall leader, Realme has grown rapidly through this frontal assault strategy and now competes fiercely with Xiaomi for the top spots in various segments.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    59 views2 pages

    Marketing Management Final Report

    Uploaded by

    Aditya Rathi
    Realme originated as a sub-brand of Oppo but has since become an independent company. It has directly targeted Xiaomi, the market leader in India, by focusing on online sales and matching Xiaomi's products, features, and marketing strategies. A survey showed Realme had established itself as a brand with better smartphone design, reliability, and service compared to Xiaomi. While Xiaomi remains the overall leader, Realme has grown rapidly through this frontal assault strategy and now competes fiercely with Xiaomi for the top spots in various segments.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 2

    Competitive Strategy of Realme against Xiaomi

    Introduction
    India is the second largest smartphone market after China. There are currently close to 420
    million smartphone users in India which is expected to grow to 490million users by the end of
    2022 with an annual growth rate of 8%. So, India is a promising country for the brands to
    invest in and market their products.
    With a market share of 29% by the end of 2020 Q2, Xiaomi has established itself as a market
    leader in the smartphone segment. It has also diversified its products into the segments of
    television, smartwatches, and other electronic gadgets. Xiaomi is closely followed by
    Samsung, Vivo, Realme and Oppo with market shares of 26%,17%,11%, and 9% respectively.

    Realme vs. Xiaomi


    Realme originated as a sub-brand of Oppo in 2018, which later spun off into a standalone
    entity. Within a year, it achieved a staggering 600% YOY growth. Realme has been keen on
    colliding head on with the smartphone giant, Xiaomi. It directly focused on online
    distribution, unlike other brands like Oppo and Vivo, to compete against Xiaomi.
    Although Xiaomi dominated the online channel with 40% share, Realme had also started
    capturing online share and by 2019, it grew to 26.5% from 16.5%. Realme had developed a
    favourable image in the minds of consumers within a very short span of time. A survey by
    Mobile Industry Consumer Insight (MICI) revealed that Realme had established itself as a brand
    with better smartphone designs, better reliability, and ease of finding service centres.
    Moreover, as compared to Xiaomi, Realme had lower return rates.

    Attack Strategy
    Realme has adopted a Frontal Attack Strategy by taking Xiaomi head-on. It has been
    constantly matching Xiaomi’s products, features and adopting similar marketing and
    promotion strategies. This has not been restricted to just the smartphone segment. Both the
    companies have ventured into other segments of durables competing against each other.

    Comparable Smartphones

    Xiaomi Redmi 9A vs Realme C11 (Both were launched on 30th June 2020)

    Specifications Xiaomi Redmi 9A Realme C11


    Storage 32GB 32GB

    Battery 5000 mAh 5000 mAh

    RAM 2GB 2GB

    Processor Octa Core 2.3GHz, Cortex A53 MediaTek Helio G25

    Operating System Android v10 (Q) Android v10 (Q)

    Price Rs. 6390 Rs. 7590


    War of Words
    The spirit of competition has not been limited just to the market. The high level leaders of
    both the companies have constantly been seen taking a dig at each other on social media
    platforms as well. A recent occurrence was when both the companies claimed that they were
    the first to integrate the first indigenous navigation system developed by ISRO, NavIC, in their
    smartphones. Apart from this, there have been more such occurrences in the past.

    Future Prospects
    With the growth of smartphone users in India, the competition will only get more fierce with
    each brand trying to differentiate its product and provide more value to the consumers. Being
    the market leader, Xiaomi has the upper hand in driving change but the ability of Realme to
    adapt quickly has made it a dominant player in the market now and in the times to come.

    Exhibit 1 Exhibit 2

    Exhibit 3

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