Published by MBA Skool Team, Last Updated: December 18, 2017
Marketing Strategy of Gionee analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Gionee marketing mix, help the brand succeed.
Gionee marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Gionee Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Gionee Product Strategy:
The product strategy and mix in Gionee marketing strategy can be explained as follows:
Gionee is a leading consumer electronics company, which has built a strong presence in the smartphone market segment. Gionee’s motto is to offer the best in the class smartphone experience in a stylish and trendy manner. It released a number of flagship model that came with different specifications. Some were performance oriented with high octane processors and RAM speeds. Some were targeted towards the teenage audience that love to click picture. Gionee targeted the millennials by offering 10+ pixels rear cameras and front cameras as a part of their marketing mix product strategy. The brand did not restrict itself to simply the hardware, they even their own customized version of Android and integrated a number of applications that met their customer’s needs. Gionee worked really hard to nail the most perfect design for their smartphones. They managed to keep smartphones as thin and as light as possible.
Image: company website
Gionee Price/Pricing Strategy:
Below is the pricing strategy in Gionee marketing strategy:
Gionee smartphones are made for the masses.
They are affordable and offer great value for money. Hence, offer a great value to the customer as a part of competitive pricing in their marketing mix. The specifications offered are competing with some of the most competitive brands like Apple and Samsung, yet the price point is much lower. Gionee made use of its Chinese resource and managed to manufacture durable and stylishly forward smartphones at a low cost, or we can call them high-tech budget smartphones. Within a matter of a decade the Gionee brand managed secure some 5% market share in the world’s biggest smartphone, China and similarly made its name in the second most potential market – India.
Gionee Place & Distribution Strategy:
Following is the distribution strategy in the Gionee marketing mix:
As it is an economical offering, the presence needs to be maintained heavily in retail. There are a number of competitors out there that can eat into the market share of Gionee, simply by serving at predatorial pricing. What Gionee needed, and what it did was clearly in tandem to the required strategy of a 360 degree presence of products. Gionee sold its smartphones online and erected a number of Brick and Mortar stores in targeted areas. Smartphones were also available in a number of retail outlets where it shared shelves with other brands. It recently started a manufacturing plant in India that caters to the distributed demand from 5 territories across the country.
The brand enjoys a good customer base in a number of developing nations in South-East Asia.
Gionee Promotion & Advertising Strategy:
The promotional and advertising strategy in the Gionee marketing strategy is as follows:
As Gionee’s core offering is budget smartphones, it has a huge potential customer base. To reach the masses Gionee designed a 360 degree plan which can interact with the potential customer at every stage of Smartphone buying. The brand practiced a number of vanilla marketing means like newspaper advertisement, magazine promotions, social media marketing, and endorsement by a number of High Net Individuals and celebrities. The results have proven successful, ofcourse print being more successful than digital. That is one front that Gionee is yet to work on. More traction is require on the e-commerce front. Hence this completes the marketing mix of Gionee.
The brand Gionee is the story of a Chinese brand piercing the global smartphone market. Founded in the year 2002, Gionee has managed to compete with some of the very best brands in existence.
Ranging from Apple, Samsung, Sony, and even the India Based Micromax. Gionee invested heavily into producing some of the most high tech and technologically forward smartphones which formed the bottom chunk in the price pyramid of the smartphone sector.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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