MARKET SEGMENT

ANALYSIS
for Mi 11 Star
Diamond
Date submitted
25 April, 2021
Instructor
Mr. Andries Dreyer

Group 8

Lưu Trần Trọng Khôi [Link]

Dương Ngọc Minh Châu [Link]
Lê Thị Yến Nhi [Link]
Trần Nhựt Thanh [Link]
Hà Nguyễn Huyền Trân [Link]
Dương Thị Thảo Vy [Link]
Table of Contents

Contents
Table of Contents..................................................................................................................................................2
Executive Summary This is a brief (less than one page) overview of the project that should convince readers of
the importance of this document. You should outline the key elements of your paper.......................................4
Customer Profile....................................................................................................................................................5
Size (How large is the market and what is its growth potential?) [Link]
nam/2030/............................................................................................................................................................ 5
Size of the market.............................................................................................................................................5
Growth potential...............................................................................................................................................5
Relevant demographic variables...........................................................................................................................6
Lifestyle Characteristics.........................................................................................................................................6
Communication/media behaviour.........................................................................................................................6
Purchasing behaviour............................................................................................................................................7
Product/Service usage...........................................................................................................................................8
Relevant cultural influences and industry trends..................................................................................................8
Xiaomi participated in a campaign Subscription Phones together with Apple, Samsung, Verizon, T-mobile… with
some outstanding features:..........................................................................................................................8
Positioning Statement.........................................................................................................................................10
Marketing Mix Elements.....................................................................................................................................10
• Product/Service............................................................................................................................................10
• Distribution..................................................................................................................................................11
• Price............................................................................................................................................................. 11
Pricing Strategy...........................................................................................................................................11
Special Discounts........................................................................................................................................12
• Promotion (sustainable marketing, digital marketing, product endorsement) chapter 2,3 This section
should outline your choices related to promoting your product/service. Your plan should include general
media (i.e. television, magazine, billboard, online, non-traditional, etc.) you recommend as well as specific
outlets (e.g. It’s Always Sunny in Philadelphia, Men’s Health, Sports Illustrated, and online episodes of
Dexter). These choices should make sense based on the research you conducted about your target market’s
communication and media behaviour............................................................................................................12
Xiaomi’s online community........................................................................................................................12
Product Endorsement.................................................................................................................................13
Social Marketing.........................................................................................................................................13
Executive Summary
This is a brief (less than one page) overview of the project that should convince readers of
the
importance of this document. You should outline the key elements of your paper.
Customer Profile

Target market segment: women between the ages of 21 and 44 years old.

It is obvious that women from 21 to 44 is an attractive and potential target market segment
because of the following reasons:

 This segmentation makes up a huge and attractive market, both now and in the
future. The population of Vietnam is appropriate 97 million, in which Women from
21-44 account appropriately for 10 million people. For the next 10 years, this age
group will still be one of the most populous population in Vietnam.

 They are becoming more and more modern and fashionable these days. As a result,
they require devices with modern functions to meet their demands. Xiaomi is well-
known for satisfying customers so we can jump at this chance.

Size (How large is the market and what is its growth

potential?) [Link]
nam/2030/

Size of the market

Vietnam is the third most populous country in

Southeast Asia and fifteenth in the world. According to
the census results in 2019, the total population of
Vietnam is 96,462,108.
In which, the proportion of female population is
50.2%, and women ages 21-44 account for 19.8%,
which is appropriate 10 million.

Growth potential

For woman,

Predict Growth potential (financial independence, find a job, earn money, …..)
Fig.1: The population pyramid of Vietnam 2019
Relevant demographic variables (age, income, etc.—focus on variables you did NOT use to
segment the market initially)
Age
Born between 1977 to 2000, women ages 21-44 are Millenial (Philip Kotler, 2017). They
account for a huge number. Their comfort with digital technology is also a noticeable point.
They were the first generation to grow up in a world filled with computers, mobile phones,
satellite TV, iPods and iPads, and online social media. As a result, they engage with brands in
an entirely new way, such as with mobile or social media. They also seek authenticity and
opportunities to shape their own brand experiences and share them with others.

Income
Target customers of the product are female groups from 21 to 44 years old, this is the main
working age of society. According to the main report on the employment situation in 2020,
the average monthly income will reach 5.5 million VND. This shows that Xiaomi products
have a price segment suitable for the average income level.

Lifestyle Characteristics (What are their values, motivations, and/or attitudes? How do they
spend their time—activities, hobbies, interests?)
Nowadays, the lifestyle of female ages 21 to 44 have a marked change significantly
compared to previous generations.
 They are now quickly absorbing new things and embracing global trends
 They increasingly show a civilized mindset when choosing for themselves active,
dynamic and responsive lifestyles in modern society.
 They are interested in taking selfies in different places.
 Exchange, sharing, and making friends on social platforms is also one of their current
living trends.

Communication/media behaviour (What do they listen to, watch, and read? How do they
communicate with one another and with the company? What are their preferred
technologies— e.g., email, twitter, Facebook, texting? What types of behaviours do they
engage in online?)
In the research report on Vietnamese social networking habits in 2019 by Vina research
shows that Social Networks are developing and dominating considerably.
 Facebook is the most popular social network in Vietnam today with absolute brand
awareness 100%. For every 100 people, up to 99 people register for a Facebook
account. Users purchase through Facebook more often than Zalo (3.2 times).
 Instagram - is a social network where the number of female users is 1.6 times more
than male (44.2% and 27.4%) while in most other social networks, the difference is
not large. Regarded to the aspect of social shopping, the survey results show that
shopping via social networks has been a popular activity. Up to 95.8% of the
respondents answered that they have ever bought by this method. In which 31.2%
have regular purchases and the proportion of female shopping through social
networks more often than male.
 Vietnamese users prefer the cash payment method after receiving goods (COD) the
most (93.3%). In addition, male prefer e-wallet payments than female (19.7% and
10.5%) and female prefer COD payments over male (96.4% and 89.6%).

Purchasing behaviour (Are consumers in your market brand loyal? Where do they shop for
this type of product—specific retail outlets? Online? How much are they willing to spend on
this product category? Are they responsive to price incentives?)

Sophisticated, sleek and small objects always have an irresistible appeal to women,
smartphones are no exception. When coming to a store selling certain phones, women are
less likely to learn about the configuration and parameters on the product display board.
Instead, they are more attracted by the design and cost of the smartphone. One of the more
important criteria in female’s choosing smartphone looks is easy to hold in a small hand and
convenient to carry in their carry-on bag.
With the limited knowledge about technology, women often choose products of famous
brands to convey their trust, especially devices that appear a lot on mass media or by
friends, relatives mentioned a lot.

Product/Service usage (How often do they buy this product? What benefits are they
seeking? How do they use this product/service?

Basically, customers usually want to upgrade or change to another cellphone in 2-3 years.

For female aged 21-44, selfie is not only a hobby but also a daily habit. Moreover, the front
camera also acts as a mirror in some necessary times, so choosing a smartphone with a
sharp selfie camera is always the number one urgent criterion for women in the process of
choosing to buy a phone. When social networks like Facebook, Instagram... develop
stronger today, posting a beautiful "selfie" photo is also an essential work for ladies.
Relevant cultural influences and industry trends (This section requires you to consider how
cultural contexts shape consumer behaviour. What cultural trends are relevant to your
market? You may also wish to include industry trends related to the product/service you’ve
selected that may impact the behaviour of your market.) dựa vào chapter 3 làm (sustainable
development)

Trong 1 năm qua, thì có những cái trend gì thay đổi (covid 19 impact.,,,,…) but sau đại
dịch……
Sustainable product:
Although many environmentally concerned people consider the emissions related to their
homes, cars, and food, what about the sustainability of your smartphone?

From 2011 to 2018, smartphone ownership went from 35 percent of the population to 77
percent, according to Pew Research Center. Many people replace their cell phones every
year or two, and many cell phone plans encourage it.

Xiaomi participated in a campaign Subscription Phones together with Apple, Samsung, Verizon, T-
mobile… with some outstanding features:
 No external screw, case is fairly easy to remove

 Battery is easy to access and remove

Environmentally friendly product

The way that Xiaomi goes extremely into the heart of people is that it does not deprive
every customer of the right: Buying a phone must have a combination. The company does
not blindly follow the call of protecting environment but forget the interests of customers
like someone else.

There are two options that are offered to customers: One, you will buy the Xiaomi Mi 11
without attached with the cheaper price. Two, you will still just shell out that price but you
have both the Xiaomi Mi 11 and the GaN 55 W fast controller worth 360.000 VND
Positioning Statement

For ladies in need of a well-designed and high–quality mobile device, the Xiaomi Mi 11 Star
Diamond Gift Box is the best selection. This special limited edition for women emphasizes a
luxurious pattern and innovative technology. With the perfect front camera - 16 mp, 1/3.1-
inch sensor, and large aperture f/2.0, Xiaomi 11 Star Diamond lets ladies be their own kind
of beautiful. Xiaomi Mi 11 Star Diamond Gift Box, more than a phone – It’s a unique present
that every lady deserves.

Marketing Mix Elements

• Product/Service
This section should provide a description of the product/service and specify its features and
benefits. That is, how will your product fit into or match your consumers’ lifestyles? This
section also might include recommendations for packaging and/or service environment
elements that should be incorporated.
Xiaomi always believes that innovation is for everybody.

Xiaomi motto is “high-end products at affordable prices” - We make quality technology

accessible to everyone. Our high-quality products and our experiences in a pleasing
customer experience help us to obtain repeat clients, referrals and reputation. We are
applying this to several product range includes Mi and Redmi smartphones, Mi TVs, Mi
routers, and Mi Ecosystem products (Smart home products, wearables, and other
accessories).
Xiaomi Mi 11 Star Diamond Gift Box Edition truly represents its name, featuring a box
designed with millions of sparkling beads surrounded, even the phone case covered by an
iridescent diamond design. We would like to give our ladies a special version – that inspires
beauty and make a positive difference in women’s lives.
Star Diamond Special Edition does not only have the high-end QHD + 120Hz screen but also
the strongest configure of Mi 11. It includes a Snapdragon 888 chip, 12GB RAM, and 256GB
internal memory. Besides, studio-level cameras with 108MP and the front camera with 16
mp, 1/3.1-inch sensor, and large aperture f/2.0. All of them exalting the natural beauty of
women and meeting our ladies' meet – the selfie hobby.
Star Diamond Special Edition also improves the Wi-Fi 6 experience, which has a throughput
of up to 3.5Gbps and a 106% faster Internet speed than the previous version. For ladies who
are not very patient to leave their phone for a while, the large battery in a slim and
lightweight body 4600mAh powered up all day long. With Xiaomi 11 Star Diamond, ladies
can check in every time in every journey.
Xiaomi 11 Star Diamond is an environmental protection version, so the packaging is pretty
filmy, with no charger and charger cord. We are still considering giving these two
accessories to the user if they need to use them.
Xiaomi Mi 11 Star Diamond Gift Box Edition is equipped with the latest technology so it can
be used even 3-5 years later.

• Distribution
This section should outline information about where consumers can purchase the product
(e.g. specific retail outlets, online, etc.). You also may incorporate/propose potential
partnerships here, if applicable.

Unlike other companies having their outlets and selling their products from the distributor –
wholesalers - retailers, Xiaomi removes the intermediaries in their distribution channel and
mainly sells its goods through the e-commerce website. By based on research on buying
habits of customers, Xiaomi managed to apply a suitable strategy and save costs on staff,
maintenance, and real estate costs for 7 years of its incorporation.

Xiaomi recently has planned to officially open more Mi Home Stores in Vietnam to raise its
brand recognition. Besides the current store located in the Crescent Mall of HCMC, these
new stores will be placed in many popular shopping malls and at the center of the city
where they can easily attract people’s attention.

• Price
This section should include your pricing strategy. Please give pricing information (including
any special discounts or rates for your market segment), and justify based on your research.
Pricing Strategy

Subject to the Market segment research, Xiaomi offers Mi 11 Star Diamond Gift Box Edition
price in Vietnam is 21.990.000 VND. This is a reasonable and affordable price for Xiaomi’s
potential customers.

Xiaomi depended on social media and word of mouth instead of investing in traditional
marketing strategy. This has helped us to save a considerable cost and keep their phones
prices low. Xiaomi is a mobile internet company, and we are looking to make money by
selling our apps, not by selling hardware. We were also able to reduce their hardware cost
as we were selling their phones for 18 to 20 months while big players discontinued their
products after 6 to 8 months of launch. By keeping selling our phones for 18 months, we
were able to procure hardware at lower cost.
Special Discounts

We will give 111 Mi band 6 for 111 customers who make a pre-order earliest in order to call
the attention of the potential customers and also to promote Mi band 6.

• Promotion (sustainable marketing, digital marketing, product endorsement) chapter 2,3

This section should outline your choices related to promoting your product/service. Your
plan should include general media (i.e. television, magazine, billboard, online, non-
traditional, etc.) you recommend as well as specific outlets (e.g. It’s Always Sunny in
Philadelphia, Men’s Health, Sports Illustrated, and online episodes of Dexter). These choices
should make sense based on the research you conducted about your target market’s
communication and media behaviour.

Xiaomi’s online community

Leveraging the power of social media marketing, Xiaomi didn’t invest a single penny in
traditional advertising. Our company employed more than 2000 people over social media
and online forums to manage its online community. We 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, so how did Xiaomi create its “fans”?

Step 1: Build a tech fan base

Their staff spent a lot of time on forums, making comments, sending posts, and advertising.
They used the same method to do marketing with zero budget, they set up MIUI (MI User
Interface, pronunciation: Me You I), the mobile phone forum, which became the base camp
of “me fan” with over 1 million registered users.

Step 2: Engage with the fans – make them ‘loyal’

Every week, Xiaomi releases a new version of MIUI, its customized Android skin, which is
then scrutinized by a few hundred thousand hardcore users.
“Me fans” participated in product research, development, test, spread, marketing, and
public relation. The company thus gained a whole lot of loyal fan-base by soliciting and
adding user feedback into the design of its latest sets and Android skins.

Step 3: Sell to your fans. Let them spread the euphoria via social sites.
Naturally, the 1 million “Me fans' ' users became the first buyers of MIUI smartphones.
People bought the phones, liked them and recommended them to other users. Just like
that, “Me fans'' will promote our brand’s name to their family, their friends and colleague.
Besides having fans doing the word-to-mouth strategy, Xiao also focus on other strategies
on social media like promote through microblogging sites and social networking sites like
Facebook and Twitter regularly organize flash sales which forced the people to buy them
due to the urgency.

Product Endorsement

Intending to attack the Asian market in general and the Vietnamese market in particular, we
decide to choose singer My Tam as our brand ambassador. She is believed to be the best
choice for this position of Xiaomi in Vietnam. She is outstanding for the values that Mi 11
Star Diamond want to express: successful, confident and luxurious. Moreover, she has a
great fan base. Thanks to her fan base, she can spread positive energy as well as our
messages to the community, and customers. On top of that, she is well-known for a clean
private life without scandals so we can reduce the risk of being negative affected by our
brand ambassador.

Social Marketing

sponsor for many KOLs to review our products (ex: vật vờ studio)
organize fan festivals and local meetups regularly. The fans are also encouraged to bring
their friends along to these meetings.

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Reference List
Please cite your sources internally and provide a full list of references at the end, using
either APA or
MLA formatting.
[Link]
[Link]
population ages 15-64