Marketing Mix of XOLO and 4Ps (Updated 2023)

The Marketing mix of XOLO analyses the 4Ps of XOLO, including the Product, Price, Place, and Promotions. XOLO is an Indian-based mobile device brand that is well-known for Smartphone production. Its products are evident in India and the UAE. Founded in 2012, XOLO is headquartered in Noida, Uttar Pradesh, India.

It is a subsidiary of Lava International. XOLO’s business progress in India has been steady and impressive, making it a “game changer” in India’s domestic Smartphone market. The products have become a mid-to-high-end market stronghold, offering users new and innovative technologies and innovative, fresh design and marketing approaches, thus providing a new level of customer and performance experience.

Competitors

• Samsung
• HTC
• Apple
• LG
• HTC

About XOLO

• Type: Smartphone brand
• Industry: Consumer electronics
• Founded: 2012
• Founder: Ashok Chadha
• Headquarters: Gurgaon, Haryana, India
• Area served: India
• Key people: Ashok Chadha (Chairman) and Vikas Chadha (CEO)
• Number of employees: 30

XOLO Product Strategy

XOLO products offer various brands of smartphones, each with varying specifications and features.

The new Product Mix of XOLO in 2023 is as follows (Source).

1. XOLO Era series consists of various models like Era 2V, Era 3X, Era 1X Pro, and Era 2X. These phones are generally budget-friendly and cater to basic smartphone needs.
2. XOLO ZX and XOLO ZX 128GB are slightly higher-end models featuring MediaTek Helio processors, larger displays, and enhanced camera capabilities.
3. XOLO Black is known for its Snapdragon processor and dual rear camera setup.
4. Other models in their range include XOLO Era 4X, XOLO Era 1X, XOLO Era X, and several others, each offering different specifications regarding camera, storage, battery life, and display size.

In the dynamic landscape of smartphone marketing, XOLO stands out with its innovative Windows phones and black smartphone series. XOLO integrates the Era series tablets, leveraging a strategic marketing mix and showcasing their lightweight design and captivating features.

The prices of these smartphones vary, with options available for budget-conscious consumers and those seeking more advanced features. For more detailed specifications and pricing of each model, you can refer to websites like Gadgets 360, Gadgets 360 Again, and MySmartPrice.

XOLO Place Strategy

The XOLO products are mainly available through local companies in India and the UAE. The company hasn’t yet expanded to the market segments in other world regions. On the same note, its products can only be found in the online marketplace, with ordinary stores that stock them and companies such as Snapdeal, Flipkart, and the great Amazon online store. Around 2014/2015, the company had to restructure itself to improve and expand its presence in the local market.

Here’s a summary of XOLO’s place strategy:

1. Focus on Indian and UAE Markets: XOLO, an Indian-based company, primarily markets and sells its products in India and the United Arab Emirates. This geographical focus allows the company to leverage local market understanding and customer preferences in these regions.
2. Online Sales Channels: XOLO predominantly uses online marketplaces and e-commerce platforms to distribute its products. Websites like Snapdeal, Flipkart, and Amazon are vital channels for XOLO’s product sales, aligning with the growing trend of online shopping.
3. Diverse Product Portfolio: The company’s strategy includes offering products like smartphones, tablet weighs, and even a Chromebook. This product diversification helps cater to customer needs and preferences within their target markets.
4. Celebrity Endorsements for Brand Visibility: In 2013, XOLO signed Bollywood actor Ayushmann Khurrana to endorse its products. This use of celebrity endorsements aids in enhancing brand visibility and appeal, especially in markets where such endorsements hold significant influence.
5. Product Development and Customer Care Focus: XOLO strongly emphasizes product development and customer care. By focusing on these aspects, they aim to penetrate the market more effectively and meet their organizational goals and targets.

XOLO Pricing Strategy

XOLO uses a premium pricing strategy that targets the mid-market segment as well as the high-end market segment. The Black Smartphone series is the more expensive product, priced at Rs 10,000. On the other hand, the Era series smartphone production costs between Rs. 5000 and Rs 10,000 on average. Some people will not want to own a product that everyone in all the market segments owns. Such can uniquely have the Black series.

XOLO’s pricing strategy employs a multifaceted approach to pricing. Here are some key points that highlight their strategy:

1. Competitive Pricing: XOLO has positioned itself in a highly competitive market segment, often pricing its products lower than its direct competitors. This strategy is designed to attract cost-conscious consumers who seek value for money in their smartphone purchases.
2. Market Penetration Pricing: XOLO likely adopted a market penetration pricing strategy initially. By setting prices lower than its competitors, XOLO aimed to gain market share in the crowded smartphone market rapidly. This approach is efficient in price-sensitive markets like India.
3. Value-Based Pricing: XOLO’s pricing strategy also reflects a value-based approach. They price their products based on the perceived value they offer to consumers. This includes considering the features, specifications, and overall brand value in setting the price point.
4. Segmented Pricing Strategy: XOLO appears to segment its pricing based on customer groups and product categories. They offer a range of products from entry-level to mid-range smartphones, each priced according to its target segment. This allows XOLO to cater to a broad spectrum of customers, from budget buyers to those seeking more advanced features.
5. Dynamic Pricing: Given the fast-evolving nature of the smartphone industry, XOLO may also employ a dynamic pricing strategy, adjusting prices in response to market trends, competitor prices, and new product launches. This flexibility helps them remain competitive and relevant in the market.

XOLO Promotion Strategy

XOLO uses all promotion and marketing avenues to market its products. Press releases are frequently offered to alert the market of the impending release of a new product and the upgrade of existing ones. Similarly, the company uses digital marketing and print marketing platforms, where TV commercials, newspapers, magazines, websites, social media, billboards, etc, are regularly and frequently used in the promotion marketing mix.

The company has partnered with other global leaders who are more established and world-famous brands. These include NVIDIA, AMD, Qualcomm, MediaTek, Microsoft Broadcom, etc. This makes it easy for customers who have already established trust with such prominent market and technology leaders to start getting an inclination toward XOLO. The marketing mix of the Xolo products also strategically integrates Windows phones and tablet weighs, emphasizing seamless fusion and lightweight designs.

XOLO was the first company in India to become a marketing partner of Liverpool Football Club, with most of the other local companies having the reputation of being smaller clubs or partnering with smaller clubs. In addition to sports, XOLO is also on record for endorsing artists, especially within the Bollywood film industry. Such an endorsement includes that of Avvushmann Khurrana, who was the first company to endorse several brand products. Irrfan Kahna was signed in 2014 as the XOLO brand’s ambassador. With a focus on effective branding, XOLO’s partnership with Liverpool Football Club create its global presence, while its collaboration with Lava International enhances product visibility.

Some Recent Video ads and Print ads for the company XOLO are:

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