The Marketing mix of Gionee analyses the 4Ps of Gionee, which includes the Product, Price, Place, and Promotion of Gionee. Gionee is a private company of Chinese origins. It was founded in 2002 by its founder, Liu Lirong.
It is associated with the consumer electronics industry and deals with the manufacturing of Smartphones. By 2012, it occupied nearly 4.7% of the market share in China and had expanded its existence to several countries. Stylish designs and innovative features have helped the company maintain its position as one of the top ten leading mobile phone manufacturers in the country and the global market. It faces competition from rival companies like
- Intex
- Lava
- Micromax
- OnePlus One
- Xiaomi Mi4i
- Blackberry
- Apple
About Gionee
- Type: Smartphone manufacturer
- Industry: Communications equipment
- Founded: September 16, 2002
- Founders: Liu Lirong
- Headquarters: Shenzhen, Guangdong, China
- Area served: Worldwide
- Current CEO: Li Xuejian
- Number of employees: 20,000
- Major products: Smartphones, feature phones, and tablets
Table of Contents
Gionee Product Strategy
Gionee is connected to the telecommunication sector and is a high-tech organization that has put its onus on the production process, R & D, and selling of mobile phones. All its products are trendy, calm, and made to perfection.
One of their vital features is that they are incredibly slim and are very comfortable for usage. Gionee boasts of a good product portfolio in the Smartphone market, and some of them are as follows-
- S6 Pro- In the year 2016, on September 30th, the Company launched version S6 Pro in the Indian market with 64GB ROM and 4GB RAM. Its features included a fingerprint sensor and 13MP rear with a front camera of 8MP.
- Marathon M5 Plus- Its features include 64GB memory with an additional 3GB. Its display screen is 15.24 cm.
- S6s – Has selfie flash with rear 13MP, front camera of 8MP. It has a fingerprint sensor and is also damage-resistant.
- Marathon M5 Lite(CDMA)- Its features include a 4000mAh battery, 32GB memory with an additional 3GB and a display screen of 12.7cm
- P5W- Features include a 12.7cm display screen and are available in five colors
- The F103 model was the first Smartphone made by Gionee in India
The product mix of Gionee in 2023 is as follows(Source)
- Smartphones: Gionee primarily produces smartphones with various models catering to different market segments. These include entry-level, mid-range, and occasionally flagship devices.
- Feature Phones: Gionee has also manufactured feature phones, which are basic mobile phones without the advanced features of smartphones. These phones are often more affordable and focus on call and text functionality.
- Accessories: Gionee may offer a range of smartphone accessories, such as cases, screen protectors, chargers, and headphones.
- Power Banks: Some mobile device manufacturers, including Gionee, offer power banks to provide additional battery charging options for their customers.
- Earphones/Headphones: Gionee might have a lineup of earphones and headphones designed for use with their smartphones and other devices.
- Tablets: While Gionee primarily focuses on smartphones, they may also produce tablets, although this is less common than their smartphone offerings.
- Smartwatches or Wearables: Some smartphone manufacturers have expanded their product mix to include smartwatches or other wearable devices. However, this may not be a core product category for Gionee.
Gionee Place Strategy
Gionee is one of the largest manufacturing companies and serves a worldwide area. Its headquarters base is in Shenzhen, China. It has an international presence manufacturing plants in numerous countries like Algeria, the Philippines, Thailand, Nepal, Myanmar, Vietnam, Nigeria, Bangladesh, Taiwan, and India. It is helped by two processing facilities, Dongguan Jinzhong Electronics and Dongguan Jiming Electronics, and 20,000 square feet of factories. The company also has a very efficient workforce of nearly one thousand employees to handle all its work.
In August 2016, Gionee announced its decision to build a facility in India for manufacturing purposes. The company realizes that robust infrastructure is the key to capable and efficient handling. It relies heavily on its offline distribution policy by building its physical channel from one territory to another at a brisk pace. India’s well-planned distribution channel currently includes five significant South, North-East, West Bengal, Rajasthan, and Punjab distributors.
Here are five potential elements of Gionee’s place strategy:
- Global Distribution Network: Gionee had established an extensive global distribution network, ensuring its products were available in a wide range of markets, both in brick-and-mortar stores and online. This strategy aimed to maximize the brand’s reach and accessibility to consumers worldwide.
- Retail Presence: Gionee likely partnered with various retail chains, electronics stores, and mobile phone outlets to showcase and sell its smartphones. These physical retail outlets provided customers with hands-on experience and customer support.
- Online Presence: Gionee maintained a solid online presence through its official website and e-commerce platforms. This allowed customers to purchase products directly from the company and provided a platform for marketing and customer engagement.
- Strategic Alliances: The company may have formed strategic alliances with mobile carriers and distributors to promote and distribute their smartphones, potentially offering special bundles or deals to attract customers through these partnerships.
- After-Sales Support: Gionee likely had a comprehensive after-sales support system, including service centers and customer care, to provide assistance, repairs, and warranty services to customers, enhancing the overall customer experience and satisfaction.
Gionee Pricing Strategy
The smartphone market is price-sensitive; hence, Giomee has decided to adopt a value-based pricing system by offering the finest hardware and newest technology at reasonable prices to the potential market.
It also offers enhanced performance, innovative features, and beautiful design at reasonable prices. Affordability has been an essential aspect for any consumer, and by keeping prices pocket-friendly, the brand has ensured higher volumes and more significant revenues.
Moreover, the rational pricing policy will help penetrate further markets and keep a check on its competitors.
Gionee’s price strategy can be understood through several key principles and tactics employed by the company:
- Value-Based Pricing: Gionee may have adopted a value-based pricing approach, setting prices based on their smartphones’ perceived value to customers.
- Competitive Pricing: To remain competitive in the highly saturated smartphone market, Gionee likely monitored the pricing strategies of key competitors and adjusted their prices accordingly. This approach ensures that Gionee’s products are priced competitively, considering similar offerings from other brands.
- Product Segmentation: Gionee may have implemented a product segmentation strategy, offering a range of smartphones at different price points to cater to diverse customer segments.
- Promotions and Discounts: Gionee may have employed promotional pricing and discounts during key sales events, holidays, or product launches. These temporary price reductions can stimulate demand and encourage customers to make purchasing decisions.
- Bundling and Accessories: Besides smartphones, Gionee might have offered bundled packages or optional accessories to increase the average transaction value. This tactic can enhance the perceived value of their products while generating additional revenue.
Gionee Promotion Strategy
Gionee, as an international brand, is making its existence known in emerging markets with enormous scope for budget phones. It has taken the help of all three mediums, electronic, social, and print, to market its products effectively. Several ad campaigns have been released in newspapers, billboards, radio, and television. As social media has slowly and steadily become one of the most prominent advertising tools in the world in recent times, its ads are also displayed through various portals.
The company has an official website to provide related information and maintain direct contact with its consumer base. Gionee is not a very big fan of e-commerce and, hence, has put its sales promotion and onus more on traditional channels than social media to increase its brand visibility and create positive awareness about its products. Indian actor Alia Bhatt is its brand Ambassador in India.
Gionee’s promotion and marketing strategy most likely includes:
- Digital Marketing: Utilizing social media, online advertising, and influencer partnerships to reach a tech-savvy audience.
- In-Store Displays: Showcasing products prominently in retail stores with eye-catching displays and demonstrations.
- Special Promotions: Running periodic sales events and offering discounts to attract and retain customers.
Some Recent Video ads and Print ads of Gionee are
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