Xiaomi managed to ‘crack’ India without going through the traditional route for smartphone brands i.e setting up a massive distribution network spanning rural and urban India and spending bucketloads of money on TV & print ads.
In this video, Manu Kumar Jain, Global VP of Xiaomi and MD, Xiaomi India, talks about the philosophy that drove the brand to success in India and how the correlates with global brands which focus on product innovation as opposed to marketing spend.
Traditional advertising = lazy way of building a brand.
Smarter & harder way of building a brand is making great products.
The most important P of the 5 P’s is Product.