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ALIGARH COLLEGE OF ENGINEERING & TECHNOLOGY,

ALIGARH

CASE STUDY

REALME

SUBMITTED BY:
HEMANT KUMAR
B.B.A. 2nd Year
Roll No: 37
SUBMITTED TO:
M.R. Dinesh Kumar Singh

ALIGARH COLLEGE OF ENGINEERING & TECHNOLOGY,

ALIGARH
Approved by RAJA MAHENDRA PRATAP SINGH STATE UNIVERSITY, ALIGARH

3 Km from Sasni Gate, Mathura Road, Aligarh

ACKNOWLEDGEMENT

I would like to acknowledge that this project was completed entirely by me not by someone else.

I would like to express my profound gratitude to MR. DINESH KUMAR SINGH of bachelor of

business administration department and for their contributions to the completion of my project on

case study of Realme.

I would like to express my special thanks to my teacher MRS. PRIYANKA SHARMA for her time

and efforts she provided throughout the year. Your useful advice and suggestions were really

helpful to me during the project’s completion in this aspect. I am eternally grateful to you.

Name: Hemant Kumar

DECLARATION

I hereby declare that the work, which is being presented in the project report entitled “Case

Study of Realme” is a bonafide recor of work carried by me, submitted to partial fulfillment for

the award of degree Bachelor of Business Administration from Aligarh College of Engineering

& Technology, Aligarh U.P. (India).

I have not submitted the matter embodies in this project for the award of any other degree or

diploma.
PREFACE

In the beginning, I would like to extend my heart-felt gratitude to my guide,

Mrs. Priyanka Sharma for her constant guidance and support that has help us

to complete the project.

In fact no project could be completed without her meaningful suggestions and

guidance, who helped me during my task and shared his precious time with

me. It is my pleasure to present this project work Assigned to us. It is my sincere

endeavor to express my gratitude towards all those who directly or indirectly

contributed to this project Work. I have found the reading material in the library

to be of great help in this respect.

Last but not the least we must excuse myself if in advertently I missed to thank

all those who have helped and inspired me in doing this Project actively.
Content
S. No Particulars Remarks
1 Introduction
2 Case Study
3 Background
4 History of Realme India
5 Ownership And Corporate Structure
6 Challenges In Indian Smartphone Market
7 Consumer Preference
8 Products
9 Pricing & Pricing Strategy
10 Challenges In Implementing The Price
11 Differentiate From Competitors
12 Collaboration
13 Marketing Strategy
14 Advertising Campaign
15 Product Strategies
16 Distribution Strategy
17 Industry Profile
18 Major Policy changes
19 Conclusion
20 References
INTRODUCTION

Realme India is a smartphone brand that was established in May 2018. It is a subsidiary of Oppo,

a Chinese electronics manufacturer. Realme's vision is to provide high-quality smartphones at an

affordable price. The company has quickly become one of the fastest-growing smartphone brands

in India.

Realme India targets young consumers who are looking for stylish and feature-packed

smartphones at an affordable price. The company has a wide range of smartphones that

cater to different segments of the market, including budget, mid-range, and premium

segments.

Realme India has a strong online and offline distribution network in India, with

partnerships with major e-commerce platforms and offline retail chains. The company has

also expanded into rural markets in India, which has helped it to reach a wider customer

base.

Realme India has been successful in creating a strong brand image in India through its marketing

campaigns, social media presence, and collaborations with popular influencers. The company has

received several awards and accolades for its products, including the Best Budget Smartphone

Award at the India Mobile Congress 2019. Before the rise of smart phones, brands such as Apple,

Nokia, Samsung, Motorola, Blackberry, Sony Ericsson had held fast to their leading position in
the mobile market. The official release of iPhone 4 in June 2010 marked the beginning of a smart

phone era for the mobile industry worldwide. In just a few years’ time, Nokia, Motorola,

Blackberry, Sony Ericsson, and other brands had withdrawn from market, or undergone merger

and acquisition one after another (Zhou, & Liu, 2017). Apple and Samsung held the majority of

the market share in the global smart phone market. In the past two years, China’s mobile industry

is getting increasingly mature due to the development of science and technology, particularly

communications technology. Chinese mobile brands such as Huawei, OPPO, VIVO and Xiaomi

have rapidly emerged, with the gap between them and brands including Apple and Samsung

gradually narrowing.

The International Data Corporation (IDC) released a report on the worldwide smart phone

shipments in 2017. According to the report, smart phone companies shipped a total of 1.4724

billion devices on a global scale in 2017 (Sohu.com, 2018). Of all the smart phones shipped, there

were 1.244 billion Android devices, accounting for the vast majority of the market share which

was 85.1%, and 215 million iOS devices, accounting for 14.8% of the market share (NewsKj.org,

2018). Compared to the smart phones with the two mainstream operating systems, only 2.2 million

smart phones running other platforms were shipped by the smart phone companies, accounting for

0.1% of the market share (NewsKj.org, 2018). In 2017, the top 5 mobile brands in terms of

worldwide smart phone shipments were: Samsung, Apple, Huawei, OPPO and Xiaomi. In the same

year, a total of 440 million devices were shipped in China’s smart phone market. Among them,

Huawei, OPPO and VIVO ranked top 3 in shipment volumes, accounting for 53.9% of the market

share in China’s market, while Xiaomi, Apple and other mobile manufacturers accounted for the

remaining 46%. The top smart phone maker by Chinese sales for the year was Huawei, with

shipments of 90.9 million and a market share of 20.4 percent, up from 16.4 percent in 2016;
second-placed OPPO had a market share of 18.1 percent, up from 16.8 percent in 2016; while

third-placed VIVO had a market share of 15.4 percent, up from 14.8 percent in 2016

(Chadwik,2018).

In 2017, Realme had a worldwide shipment volume of 110 million, ranking fourth in worldwide

smart phone shipments and second in smart phone shipments in China. Through its marketing

strategy, OPPO has increased its share in the mobile market by a large margin. Although OPPO

mobile phones have continued their growth in brand awareness and market share in recent years,

they are still faced with fierce competition within the mobile industry: Apple and Samsung are

holding the majority of market share in the high-end market; in the mid-range market, they are

competing with Huawei, Xiaomi, VIVO and other competitors. In particular, Xiaomi mobile

phones became all the rage in the last quarter of 2017. While maintaining their steady development

in China, Xiaomi mobile phones have stepped up their efforts to develop overseas markets. In

2017, Xiaomi mobile phones rose to the world’s top 5 in sales for the first time. In the last quarter

of 2017, the shipment volume of Xiaomi mobile phones had a sharp increase of 96.6%, amounting

to 28.1 million, and leapt to fourth in terms of worldwide smart phone shipments of that quarter.

With the 5G era approaching, Huawei has already announced its release of 5G mobile phones in

2019. As early as 2009, Huawei began its study of 5G technology. On November 17, 2017 USS

local time, in the 5G short code scheme discussion, the Polar Code scheme recommended by

Huawei was recognized as the final solution for 5G control channel eMBB scenario coding

Realme India has emerged as a major player in the Indian smartphone market, thanks to its focus

on providing high-quality smartphones at an affordable price and its strong marketing

and distribution strategies.

The purpose of the case study is to analyze Realme India's success in the highly competitive

smartphone market in India. The case study aims to examine the company's business model,

marketing and distribution strategies, product portfolio, financial performance, and competitive

landscape.

By analyzing Realme India's success, the case study can provide insights into what has enabled

the company to become one of the fastest-growing smartphone brands in India. The case study can

also provide lessons for other companies operating in the Indian smartphone market and for

companies in other industries that are looking to enter emerging markets.

CASE STUDY

the case study can help to shed light on the factors that have contributed to Realme India's success,

as well as the challenges and risks that the company faces in the future. Currently, the mobile

market is seeing fierce competition with a multitude of mobile brands. Other than REALME, there

are Samsung, Apple, Huawei, Xiaomi, VIVO and others. IDC data shows that compared with the

worldwide smart phone shipments of 1.47 billion in 2016, the shipment volume dropped by 0.5%

in 2017. Although not by a large margin, it was the first decline ever occurred in the history of the

smart phone market. The smart phone market in China also experienced a 5% drop in shipment

volume. The smart phone market is going towards saturation: the consumers do not change their

mobiles as often, and no longer show much interest in replacing old phones with new models.

Mobile brands are faced with fierce competition within the mobile industry. Consumers are no

longer replacing their mobile phones as often. However, new models are coming out at an

increasingly high speed. In this context, if REALME wants to increase its market share together

with other brands, remain in the market without being easily eliminated, develop better, and
establish an upmarket and stylish brand image, its marketing strategy needs to be optimized.

Studying the marketing strategy of REALME mobile phones is beneficial to the development of

the brand itself and the mobile industry. The innovation of the mobile industry will contribute to

the development of China’s science and technology industry, while the growth of mobile sales will

contribute to the development of the China economy.

Academic research on the marketing strategy of REALME mobile phones, especially detailed

research on the overall marketing strategy, dated far back. In recent years, research on REALME’s

overall marketing strategy has been relatively sketchy. The newer detailed research mainly focuses

on one particular aspect of REALME mobile phones’ marketing strategy, such as their marketing

channel strategy, advertising strategy, marketing strategy in micro-film advertising and Weibo

marketing. In general, there is relatively limited academic research on the marketing strategy of

REALME mobile phones. Some research is relatively old. Old models of smart phones are rapidly

replaced with new ones. Some of the research done in the past is not in line with the development

of the brand of REALME anymore.

In just a few years’ time, mobile phones have leaped to the top of China’s smart phone brand and

become top 5 in terms of worldwide smart phone shipments. The reasons include REALME mobile

products themselves and their marketing strategy, which for other brands, are worth learning from.

Although REALME mobile phones have continued their growth in brand awareness and market

share, they are still faced with fierce competition within the mobile industry with a multitude of

competitors. This article in a study and summary of the marketing strategy of REALME mobile

phones. It discovers the problems and challenges of the marketing strategy of REALME mobile

phones, as well as offers advice for it. The author hopes that this article will contribute to the better

development of REALME mobile phones in this fierce competition among mobile brands, help
improve their competitiveness in the mobile market, or provide insights for other mobile brands to

draw on.

Through consulting journals and other literature from libraries and the Internet, this article is

written based on previous established theories and in combination with specific cases. The research

methods adopted in this article include PEST analysis, Michael Porter’s Five Forces Model and

SWOT analysis. By combining the methods of literature analysis, case analysis and induction, it

analyzes the marketing strategy of REALME mobile phones and the problems it has, as well as

offers advice here are some additional details about the purpose of the case study:

1. To analyze Realme India's business model: The case study aims to examine

how Realme India is able to provide high-quality smartphones at an affordable

price. It will look at the company's cost structure, supply chain management, and

other factors that contribute to its ability to offer competitive pricing.

2. To evaluate Realme India's marketing and distribution strategies: The case study

will examine Realme India's marketing campaigns, social media presence, and

partnerships with influencers, as well as its distribution network, both online and

offline. It will assess how these strategies have helped the company to create a

strong brand image and reach a wide customer base.

3. To assess Realme India's product portfolio: The case study will examine Realme

India's product range, including its features and specifications, target

market, pricing strategy, and product differentiation from competitors. It will

assess how the company has been able to cater to different segments of the market

and meet the evolving needs of customers.

4. To examine Realme India's financial performance: The case study will analyze

Realme India's revenue growth, market share, profitability, and other financial

metrics. It will assess how the company's financial performance has contributed to

its success and its ability to invest in future growth.

5. To provide insights and lessons for other companies: The case study can provide

insights and lessons for other companies operating in the Indian smartphone

market, as well as for companies in other industries that are looking to enter

emerging markets. It can help to identify best practices and key success factors that

can be applied in other contexts.

REALME BACKGROUND

Realme is a smartphone brand that was founded in May 2018 by Sky Li, who was previously the

vice president of Oppo, another Chinese smartphone brand. Realme is a subsidiary of Oppo and

operates independently, with a focus on offering affordable smartphones with high-end features.

Realme initially launched in India, which is one of the world's largest smartphone markets, and

quickly gained popularity among consumers due to its aggressive pricing strategy and focus on

providing value for money. The company expanded to other markets, including Southeast Asia,

Europe, and Africa, and has become one of the fastest-growing smartphone brands in the world.

Realme's product portfolio includes a range of smartphones, wireless earphones, smartwatches,

and other accessories. The company places a strong emphasis on design, innovation, and customer

feedback, and regularly updates its products to meet the evolving needs and preferences of

customers.
Realme has also collaborated with other companies and organizations, such

as Dolby, MediaTek, Marvel, and National Geographic, to bring unique features and technologies

to its products and differentiate them from competitors.

Overall, Realme has become a major player in the global smartphone market due to its aggressive

pricing strategy, focus on innovation and design, and commitment to providing value for money

to customers.

HISTORY OF REALME INDIA

Realme India is a subsidiary of Realme, which is a smartphone brand that was founded in May

2018 by Sky Li, a former executive of Oppo. Realme India was launched in May 2018, shortly

after the global launch of Realme, with a focus on offering affordable smartphones with high-end

features to consumers in India.

Realme India's first product was the Realme 1, which was launched in May 2018. The Realme 1

was a budget smartphone that offered a 6-inch Full HD+ display, a MediaTek Helio P60 processor,

and up to 6GB of RAM at an affordable price point. The Realme 1 was well-received by consumers

in India and helped Realme India to gain traction in the highly competitive Indian

smartphone market.

Realme India quickly expanded its product portfolio and launched several other smartphones,

including the Realme 2, Realme 2 Pro, Realme C1, Realme U1, and Realme 3 Pro. The company

also launched wireless earphones, smartwatches, and other accessories to complement its

smartphone offerings.

Realme India's aggressive pricing strategy and focus on providing value for money to customers

helped the company to gain market share in the highly competitive Indian smartphone market. The
company also relied heavily on e-commerce sales channels, such as Flipkart and Amazon, to reach

a wider customer base and reduce distribution costs.

Realme India's success in India led to the company's expansion to other markets, including

Southeast Asia, Europe, and Africa. Realme has become one of the fastest-growing smartphone

brands in the world and is known for its innovative products, stylish design, and customer-centric

approach.

Realme India has become a major player in the Indian smartphone market and has helped the

parent company, Realme, to become a leading global smartphone brand. The company's focus on

affordability, innovation, and customer feedback has helped it to differentiate its products from

competitors and gain a loyal customer base in India and other markets.

OWNERSHIP AND CORPORATE STRUCTURE

Realme India is a subsidiary of Realme, which is a smartphone brand that was founded in May

2018 by Sky Li, a former executive of Oppo. Realme operates independently from its parent

company, Oppo, and has its own corporate structure.

Realme is headquartered in Shenzhen, China, and has regional offices in India, Southeast Asia,

Europe, and Africa. The company has a team of over 7,500 employees worldwide, including

engineers, designers, and sales and marketing professionals.

Realme India is a wholly-owned subsidiary of Realme and operates independently in the Indian

market. Realme India has its own corporate structure, which includes a management team, sales

and marketing team, and customer support team. The company has partnerships with major e-

commerce platforms in India, such as Flipkart and Amazon, to reach a wider customer base and

reduce distribution costs.

Realme's parent company, Oppo, is also a major player in the global smartphone market and is

headquartered in Guangdong, China. Oppo is a subsidiary of BBK Electronics, which is a Chinese

multinational technology conglomerate that also owns other smartphone brands, such

as Vivo, OnePlus, and iQOO.

Realme India operates as an independent subsidiary of Realme and has its own corporate structure

to cater to the Indian market. The company's parent company, Oppo, is also a major player in the

global smartphone market and is part of a larger conglomerate, BBK Electronics.

CHALLENGES IN INDIAN SMARTPHONE MARKET

Realme India faces several challenges in the highly competitive Indian smartphone market. Here

are some of the key challenges:

1. Intense competition: The Indian smartphone market is highly competitive, with

several established players and many new entrants. Realme India competes with

companies like Xiaomi, Samsung, and Vivo, which have a significant market share

in India.

2. Evolving consumer preferences: Consumer preferences in the Indian smartphone

market are constantly evolving, with customers demanding new features and

technologies. Realme India needs to keep up with these changing preferences to

remain competitive.

3. Dependence on China for manufacturing: Realme India's smartphones are

manufactured in China, which exposes the company to potential supply chain

disruptions, political risks, and other challenges.

4. Price sensitivity: The Indian smartphone market is highly price-sensitive, with

customers looking for affordable smartphones with high-end

features. Realme India needs to balance the need for affordability with the need to

offer high-quality features and specifications.

5. Dependence on online sales: Realme India relies heavily on online sales channels,

which may limit its reach in certain parts of the country where online shopping is

not as prevalent. The company needs to expand its offline retail network to reach a

wider customer base.

6. Regulatory challenges: The Indian government has implemented several regulatory

measures in recent years that have affected the smartphone industry, such as import

tariffs and data localization requirements. Realme India needs to navigate these

regulations to remain competitive.

The Theory of 4Ps

The theory of 4Ps is the basis for marketing strategy. In the concept of marketing mix, 4Ps refer

to product, price, place, and promotion. The 4Ps concept was proposed by an American marketing

specialist Jerome McCarthy in 1960.

“Product” refers to all kinds of tangible and intangible products that an enterprise provides to its

target markets to fulfill the consumers’ needs, which will create unique product value and brand

value for the consumers. It includes product specifications, styles, quality, packages, functions,

features, trademarks, brands and so on.

“Price” refers to the setting and changing of prices by an enterprise in accordance with the laws

of the market. It includes basic prices, discounted prices, allowances, payment terms, commercial
credit, as well as various pricing methods and techniques. Enterprises can price their products

based on three factors: costs, demand, and market competition.

“Place” refers to an enterprise’s reasonable choice of distribution channels and its organization of

commodity circulation. It includes channel coverage, commodity circulation, intermediate traders,

network settings, storage, and transportation.

“Promotion” refers to an enterprise’s utilization of various information dissemination measures to

communicate with its target markets, pass its product value and brand value to the consumers,

stimulate their desires to purchase and promote its product sales. It includes advertising, personal

selling, sales promotion, and public relations.

In 1986, Professor Philip Kotler, a renowned marketing specialist, proposed “mega-marketing”.

Based on the original 4Ps, he added another 2Ps, power and public relations. It was abbreviated as

6Ps. In 1990, Professor R.F. Lauterbur, an American marketing specialist, redefined the four basic

elements of marketing mix and proposed the theory of 4Cs: consumer, cost, convenience, and

communication.

METHODOLOGY

This chapter uses PEST analysis, Michael Porter’s Five Forces Model and SWOT analysis to

analyze the external environment and internal environment of REALME mobile phones.

PEST Analysis

PEST analysis (political, economic, social-cultural, and technological) describes a framework of

macro-environmental factors used in the environmental scanning component of strategic

management. It is part of an external analysis when conducting a strategic analysis or doing market
research, and gives an overview of the different macro-environmental factors to be taken into

consideration.

Political Factors

The world is mostly in peaceful time with no wars going on. People live and work normally in a

stable political environment and stable society.

In 2007, China revoked its mobile approval system. According to the current regulations, a mobile

phone can appear in the market using its own brand as long as it has obtained the Network Access

License from the Ministry of Industry and Information Technology of the People’s Republic of

China. In 2009, the General Office of the State Council of the People's Republic of China issued

the Planning on Adjusting and Revitalizing the Electronic Information Industry. The mobile

industry in China continues to loosen its management control until there is none. The political

environment of the mobile industry continues to improve.

Economic Factors

Stable economic growth and a good economic environment are favorable for the development of

the mobile market. The increase of per capital income has led to an increase of the purchasing

power and the level of consumption. Due to higher incomes as well as better living standards and

quality, people now have growing demand for mobile phones, and are more willing to purchase

better ones. More and more people own two or even more mobile phones. Since the reform and

opening-up, China’s comprehensive national power has continued to grow. In recent years, the

economic development of small and medium-sized cities as well as towns and townships in China

has enhanced people’s purchasing power. Chinese mobile enterprises have expanded their sales

channels to small and medium-sized cities, as well as towns and townships, which is beneficial for
them to compete for the mobile market in those places. In order to increase their competitiveness,

all major telecom operators are accelerating their development through measures such as raising

funds by listing, expanding business capacity, and developing value-added services. They will thus

increase their investments in infrastructure construction. Communications products will have new

Realmertunities for development ushered in. With the rapid development of China’s mobile

communications industry, the mobile penetration rate has been further increased, providing a

favorable space for the development of the mobile industry. Economic globalization is conducive

for REALME’s development of the overseas markets. Other than China, other developing

countries have experienced economic development in recent years as well. As the level of

consumption advances, the demand of mobile phones has increased.

Social Factors

Society has become more diversified, while culture is getting more open and varied. People’s

lifestyles are changing by degrees. They have increasingly high demand of materials. New and

fashionable lifestyles are more of what they are in pursuit of. They value the quality of life. With

higher demand of materials, people are in stronger need of socialization, self-esteem, knowledge,

and aesthetics. People’s preferences for consumption are changing as well. They wish to purchase

mobile phones that can embody their status, fashion, aesthetics, and quality. They are also putting

more emphasis on the quality of them. Mobile phones have become important tools in

contemporary society. Texting, making calls, chatting, videos and entertainment are not the only

functions of them. People use mobile phone to contact with one another, as well as for

entertainment, shopping, current news and information searching. In today’s society, lots of people

cannot live without the Internet and mobile phones. China also has an increasing number of

varieties shows, affecting people’s lives and values, as well as the marketing of enterprises.
Technological Factors

China encourages and supports scientific and technological innovations. The beginning of the 3G

and 4G eras marks a leap in the progress of mobile communications services. With the

development of mobile communication technology, mobile phones can combine wireless

communication, international Internet, and other multimedia communication technologies. The

manufacturing technology of mobile phones has reached a relatively mature stage where major

manufacturers can independently manufacture mobile phones of certain functionality with much

lower costs. The functionality of mobile phones is similar among different brands. When a mobile

phone with a new feature is introduced, other brands will soon catch up and come up with mobile

phones with the same feature. The development of technology has also affected the online sales

channels and online promotion of the enterprises.

As smart phones become more popularized and technologies increasingly transparent, the

threshold to get into the mobile industry is getting lower and lower. However, it is still very difficult

to come up with the perfect high-quality mobile phones. Faced with fierce competition within the

mobile industry, it is not that easy to obtain high market share. In addition to excellent products,

the correct marketing strategy, competitive strategy, and efficient operation of the company, among

other things, are also must-haves. Even some well-known mobile brands such as Nokia, Motorola,

Blackberry and Sony Ericsson did not end up with satisfactory performance in the smart phone

market. New entrants are not big threats. At present, the substitutes of mobile phones include smart

watches, tablets, and laptops. However, any of these products does not have all the advantages you

can find in mobile phones: moderate in size, convenient to use and powerful in functions.

Substitutes will not pose a threat to the mobile industry. However, substitutes from the same

industry, which are mobile phones of other brands, do pose a serious threat to REALME mobile
phones. The threat of such substitutes gets greater as their quality gets better, functionality gets

more diversified, prices of the same-quality products get lower, and products themselves get

greater value for money.

Cultural competitiveness

REALME has very simple shared value – returning to the nature of things, customer-orientation,

pursuit of perfection, result-orientation. It is simple and plain, meanwhile, it is close to the internet.

Internet industry just requires the product could be as perfect as possible, user-oriented, and result-

oriented. The basic mobile phone of REALME is particular popular within young generation,

simple and plain, and very restraint, not like other Chinese Smartphone companies launching tons

of mobile phones at the same time.

Terminal control power

This is about the Depth Distribution, as known as Area Roller Sales. REALME has built a giant

offline retail system. Four years ago, they had already got 250,000 retail stores. REALME put a

lot of work on terminal sales; it truly implemented the concept of “Omni-channel After-sale

Service.”

CONSUMER PREFERENCE

Realme India has adapted to changing consumer preferences in several ways. Here are a few

examples:

1. Launching new products with updated features: Realme India regularly launches

new products with updated features that cater to changing consumer preferences.
For instance, the company has launched phones with high-refresh-rate displays, 5G

connectivity, and large batteries, which reflect the latest trends in the market.

2. Offering customization options: Realme India offers customization options for

some of its products, such as the Realme X7 Pro, which allows customers to choose

from different color options and storage capacities. This allows customers to

personalize their phones to reflect their individual preferences.

3. Engaging with customers on social media: Realme India has a strong social media

presence and engages with customers regularly to understand their preferences and

needs. The company conducts polls, surveys, and other forms of engagement to

gather feedback from customers, which it uses to inform product development.

4. Partnering with popular influencers: Realme India partners with popular

influencers, such as Bollywood actors and social media celebrities, to promote its

products and reach a wider audience. These influencers often have a deep

understanding of consumer preferences and can provide valuable insights to

Realme India.

5. Offering affordable pricing: Realme India's pricing strategy is focused on offering

affordable smartphones with high-end features, which caters to the price-sensitive

Indian market. This allows the company to cater to a wider customer base and

capture market share from competitors.

Realme Products

Realme series

Model Model number Release date

Realme 1[1] CPH1859 May 2018

CPH1861

Realme 2[2] RMX1805 September 2018

RMX1809

Realme 2 Pro RMX1801 October 2018

RMX1803

RMX1807

Realme 3[3] RMX1821 March 2019

RMX1825

Realme 3 Pro[4] RMX1851 May 2019

Realme X Lite

Realme 3i[5] RMX1827 July 2019

Realme 5[6] RMX1911, August 2019

RMX1919

RMX1927

Realme 5 Pro[7] RMX1971 September 2019

RMX1973
Realme 5s RMX1925 November 2019

Realme 5i RMX2030 January 2020

RMX2032

Realme 6[8] RMX2001 March 2020

Realme 6 Pro RMX2061

RMX2063

Realme 6i RMX2040

Realme 6S RMX2002 June 2020

Realme 6i (India)[9] July 2020

Realme 7 (Asia) RMX2151 September 2020

RMX2163

Realme 7i (Asian)[10] RMX2103

Realme 7 Pro RMX2170

Realme 7 (Global) RMX2155 October 2020

Realme 7 5G RMX2111 November 2020

Realme 7i (Global)[11] December 2020

Realme 8 RMX3085 March 2021

Realme 8 Pro RMX3081

Realme 8 5G RMX3241 April 2021

Realme 8s 5G RMX3381 September 2021

Realme 8i RMX3151

Realme 9i RMX3491 January 2022

Realme 9 Pro RMX3471 February 2022

RMX3472

Realme 9 Pro+ RMX3392

RMX3393

Realme 9 5G Speed RMX3461 March 2022

Realme 9 5G (India) RMX3388

Realme 9 RMX3521 April 2022

Realme 9 5G June 2022

Realme 9i 5G RMX3612 August 2022

Realme GT series

Model Model number Release date

Realme GT 5G RMX2202 March 2021

Realme GT Neo RMX3031 April 2021

Realme GT Neo Flash RMX3350 June 2021

Realme GT Explorer Master July 2021

Realme GT Neo2 RMX3370 September 2021

Realme GT Neo2T RMX3357 November 2021

Realme GT2 RMX3310 January 2022

RMX3311

RMX3312

Realme GT2 Pro RMX3300

RMX3301

Realme GT Neo 3 RMX3560 March 2022

RMX3561

Realme GT Neo 3 150W RMX3563

Realme GT Neo 3T RMX3371 June 2022

RMX3372

Realme GT Master RMX3360 July 2022

RMX3363

Realme GT2 Explorer Master RMX3551

Model Model number Release date

Realme C series

Model Model number Release date

Realme C1[12] A1603 October 2018

Realme C1 (2019) RMX1811 February 2019

Realme C2[13] RMX1941 May 2019

Realme C2 2020 November 2019

Realme C2s January 2020

Realme C3[14] RMX2020 February 2020

Realme C3 (3 cameras) RMX2021

RMX2027

Realme C3i RMX2020 July 2020

RMX2027

Realme C11 RMX2185

Realme C20 RMX3061 January 2021

RMX3063

Realme C21 RMX3201 March 2021

Realme C25 RMX3191

RMX3193

Realme C20A May 2021

Realme C25s RMX3195 June 2021

RMX3197

Realme C11 (2021) RMX3231

Realme C21Y RMX3261 July 2021

RMX3263

Realme C15 RMX2180

Realme C12[15] RMX2189 August 2021

Realme C25Y RMX3265 September 2021

RMX3268

RMX3269

Realme C17 RMX2101

Realme C15 Qualcomm Edition RMX2195 October 2021

Realme C35 RMX3511 January 2022

Realme C31 RMX3501 March 2022

Realme C30 RMX3581 June 2022

Realme C33 RMX3624 September 2022

Realme C30s [16] RMX3690

Model Model number Release date

Realme Narzo series

Model Model number Release date

Realme Narzo 10 RMX2040 May 2020

Realme Narzo 10A RMX2020

Realme Narzo June 2020

Realme Narzo 20A RMX2050 September 2020

Realme Narzo 20 RMX2193

Realme Narzo 20 Pro RMX2161

Realme Narzo 30A RMX3171 March 2021

Realme Narzo 30 Pro 5G RMX2117

Realme Narzo 30 RMX2156 May 2021

Realme Narzo 30 5G RMX3242 June 2021

Realme Narzo 50A RMX3430 October 2021

Realme Narzo 50i RMX3235

Realme Narzo 50 RMX3286 March 2022

Realme Narzo 50A Prime RMX3516

Realme Narzo 50 5G RMX3571 May 2022

RMX3572

Realme Narzo 50 Pro RMX3395

Realme Narzo 50i Prime RMX3506 June 2022

Model Model number Release date

Realme X series

Model Model number Release date

Realme X[17] RMX1901 July 2019

RMX1903

Realme XT RMX1921 September 2019

Realme X2 RMX1991

RMX1992

RMX1993

Realme X2 Pro RMX1931 October 2019

Realme X50 5G (China) RMX2025 January 2020

RMX2051

Realme X50 Pro 5G[18] RMX2071 March 2020

RMX2075

RMX2076

Realme X50m 5G April 2020

Realme X50 Pro Player RMX2072 June 2020

Realme X3 RMX2081

RMX2083

RMX2085

RMX2142

Realme X3 SuperZoom RMX2086

Realme X50 5G RMX2144 July 2020

Realme X7 RMX2176 September 2020

Realme X7 Pro[19] RMX2111

RMX2121

Realme X7 (India) RMX3092 February 2021

Realme X7 Pro Ultra RMX3115 April 2021

Realme X7 Max 5G June 2021

Realme Q series

Model Model number Release date

Realme Q September 2019

Realme Q2 RMX2117 October 2020

Realme Q2 Pro RMX2173

Realme Q2i RMX2200

Realme Q3 RMX3161 April 2021

Realme Q3i

Realme Q3 Pro RMX2205

Realme Q3 Pro Carnival RMX3142 June 2021

Realme Q3s November 2021

Realme Q3t

Realme Q5 RMX3478 April 2022

Realme Q5 Pro RMX3372

Realme Q5i RMX3574

Model Model number Release date

PRICE

Realme India's premium smartphones are priced in the mid-range to upper mid-range segment.

The exact price range varies depending on the specific model and its features, but generally, the
premium smartphones from Realme India are priced between Rs. 20,000 to Rs. 30,000

(approximately $270 to $400 USD).

For example, the Realme GT Master Edition, which is one of the company's premium

smartphones, is priced at Rs. 25,999 (approximately $350 USD) for the 6GB RAM and 128GB

storage variant, and Rs. 27,999 (approximately $380 USD) for the 8GB RAM and 128GB storage

variant. Similarly, the Realme X7 Pro, another popular premium smartphone from Realme India,

is priced at Rs. 29,999 (approximately $400 USD) for the 8GB RAM and 128GB storage variant.

Realme India's pricing strategy is focused on offering high-quality smartphones with premium

features at an affordable price, which has helped the company to capture market share in the mid-

range and upper mid-range segments. By offering competitive pricing for its premium

smartphones, Realme India has been able to compete with established players in the market and

attract a wide range of customers.

Realme India's pricing strategy is focused on offering high-quality smartphones with

premium features at an affordable price. The company aims to provide value for money to

customers by offering high-end specifications and features at a relatively lower price

compared to its competitors.

Realme India's pricing strategy has been successful in capturing market share in the mid-range and

upper mid-range segments. The company has become one of the fastest-growing smartphone

brands in India due to its aggressive pricing strategy and focus on providing high-quality products.

Realme India's pricing strategy is also driven by its focus on e-commerce sales channels. The

company has partnerships with major e-commerce platforms in India, such

as Flipkart and Amazon, which allows it to reach a wider customer base and reduce distribution
costs. By relying on online sales channels, Realme India is able to offer lower prices to customers

compared to traditional brick-and-mortar retail stores.

Realme India's pricing strategy has also helped the company to compete with established players

in the market, such as Samsung and Xiaomi. Realme India's smartphones offer similar or better

features and specifications compared to its competitors' smartphones, but at a lower price point,

which makes them an attractive option for price-sensitive customers.

Overall, Realme India's pricing strategy has been a key factor in the company's success in

the Indian smartphone market. By offering high-quality smartphones with premium features at an

affordable price, Realme India has been able to attract a wide range of customers and compete

with established players in the market.

here are some additional details about Realme India's pricing strategy:

1. Focus on cost optimization: Realme India focuses on cost optimization throughout

the value chain, from product design to manufacturing and distribution. By

optimizing costs, the company is able to offer competitive pricing while

maintaining product quality.

2. Competitive pricing for flagship features: Realme India offers flagship features,

such as high-resolution cameras, powerful processors, and high-capacity batteries,

at a lower price compared to its competitors. This allows the company to attract

customers who are looking for premium features but are price-sensitive.

3. Differentiated pricing for different segments: Realme India offers differentiated

pricing for different segments of the market. The company has a wide range of

products that cater to different price points, from budget to premium segments. This
allows Realme India to capture market share across different segments of the

market.

4. Partnerships with e-commerce platforms: Realme India has partnerships with major

e-commerce platforms in India, such as Flipkart and Amazon, which allows the

company to offer exclusive discounts and promotions to customers. This helps the

company to reduce distribution costs and offer lower prices to customers.

5. Aggressive pricing for new product launches: Realme India often offers aggressive

pricing for new product launches to attract customers and gain market share.

This pricing strategy has been successful in generating buzz and excitement around

new products, which helps to boost sales.

CHALLENGES IN IMPLEMENTING THE PRICE

Realme India faces several challenges in implementing its pricing strategy. Here are some of the

key challenges:

1. Profit margins: Realme India's aggressive pricing strategy can put pressure on

profit margins, especially when competing with other low-cost smartphone brands.

The company needs to balance the need for affordability with the need to maintain

profitability.

2. Perception of quality: The Indian market is highly price-sensitive, and customers

often associate higher prices with better quality. Realme India needs to ensure that

its lower prices do not affect the perception of quality of its products.

3. Distribution costs: Realme India's focus on online sales channels can reduce

distribution costs, but the company also needs to expand its offline retail network
to reach a wider customer base. This can increase distribution costs and

affect pricing strategy.

4. Competitor response: Realme India's pricing strategy can lead to competitors

lowering their prices, which can result in a price war that affects profit margins for

all companies involved.

5. Product differentiation: Realme India needs to differentiate its products from

competitors' products to justify its pricing strategy. The company needs to offer

unique features and specifications that customers are willing to pay for.

DIFFERENTIATE FROM COMPETORS

Realme India plans to differentiate its products from competitors in several ways. Here are some

of the key strategies:

1. Focus on design: Realme India places a strong emphasis on design, with a focus on

creating unique and stylish products that stand out from competitors. The company

collaborates with industrial designers to create products that are visually appealing

and innovative.

2. Innovation and new technologies: Realme India invests heavily in research and

development to bring new technologies and innovations to its products. For

example, the company was one of the first to offer a high-refresh-rate display on

a budget smartphone in India, which helped it to differentiate its products from

competitors.

3. Customer-centric approach: Realme India places a strong emphasis on customer

feedback and uses it to inform product development. The company engages with
customers regularly to understand their needs and preferences, and incorporates this

feedback into its products.

4. Partnerships and collaborations: Realme India partners with other companies and

organizations to bring unique features and technologies to its products. For

example, the company has partnered with Dolby to offer advanced audio

features on some of its smartphones.

5. Brand image and marketing: Realme India has created a strong brand image in India

through its marketing campaigns and social media presence. The company often

collaborates with popular influencers and celebrities to promote its products and

reach a wider audience.

COLLABORATION

here are some examples of Realme India's collaborations with other companies and organizations:

1. Dolby: Realme India has partnered with Dolby to bring advanced audio features to

some of its smartphones. The company's flagship smartphones, such as Realme X7

Pro and Realme GT Master Edition, feature Dolby Atmos and Hi-Res Audio

certification, which enhances the audio experience for users.

2. MediaTek: Realme India has collaborated with MediaTek, a semiconductor

company, to bring advanced processors to its smartphones. The company's mid-

range and budget smartphones, such as Realme Narzo 30 Pro and Realme 7,

feature MediaTek processors that offer high-performance and energy efficiency.

3. Marvel: Realme India has collaborated with Marvel, the entertainment company,

to launch special edition smartphones that feature iconic Marvel superheroes. For
example, the company launched the Realme X7 Pro 5G Marvel Edition, which

features a design inspired by Captain America.

4. National Geographic: Realme India has partnered with National Geographic,

the media company, to launch a special edition smartphone that features National

Geographic's iconic yellow border. The Realme 8 Pro National Geographic Edition

also features a custom wallpaper and ringtones inspired by National Geographic.

5. Flipkart and Amazon: Realme India partners with major e-commerce platforms in

India, such as Flipkart and Amazon, to offer exclusive discounts and promotions to

customers. The company often launches new products exclusively on these

platforms, which helps to generate buzz and excitement around its products.

Realme India offers a range of product lines that cater to different segments of the market. The

company's product portfolio includes smartphones, wireless earphones, smartwatches, and other

accessories.

Smartphones: Realme India's smartphone portfolio includes a range of products that cater to

different price points and feature sets. The company offers budget smartphones, mid-range

smartphones, and premium smartphones, with features such as high-resolution cameras, powerful

processors, and high-capacity batteries. Realme India's smartphones are targeted at customers who

are looking for high-quality products with premium features at an affordable price.

Wireless earphones: Realme India offers a range of wireless earphones that cater to customers who

are looking for a high-quality audio experience. The company's wireless earphones

feature advanced audio technologies, such as active noise cancellation and high-quality drivers,

and are designed to provide a comfortable and secure fit.

Smartwatches: Realme India also offers a range of smartwatches that cater to customers who are

looking for a wearable device that can track their fitness and health. The company's smartwatches

feature advanced sensors and fitness tracking capabilities, as well as notifications and other smart

features.

Accessories: Realme India offers a range of accessories, such as phone cases, chargers, and cables,

that complement its smartphone and other product offerings. These accessories are designed to

provide a seamless and integrated user experience for customers.

Realme India's target market is primarily young, tech-savvy consumers who are looking for high-

quality products with premium features at an affordable price. The company's focus on design,

innovation, and customer feedback has helped it to differentiate its products from competitors and

gain a loyal customer base in India and other markets. Realme India's product lines cater to a wide

range of customer needs and preferences, from budget to premium segments, and the company's

partnerships with major e-commerce platforms in India help it to reach a wider customer base.

MARKETING STRATEGY

Marketing is a process in which an enterprise discovers and taps consumer demand, designs

products or services to fulfill such demand, sets product prices, produces, and packages products,

distributes and controls sales channels, promotes products so that the consumers will understand

the value of the products or services as well as whether they can fulfill their own demand, and

gains profits through the purchase of the products or services.

Philip Kotler defined marketing as “a social process by which individuals and organizations obtain

what they need and want through creating and exchanging value with others” (Kotler&Keller,

2012). The most important point of his definition is that he believes the core of marketing is
exchange, that is, meeting the needs of both parties. Therefore, needs are permeated in every link

of marketing. Marketing centers around the needs of the consumers. Through the activity of

exchange, the needs of both parties concerned will be met. Generally speaking, it is the exchange

of products and money. We can also call it trade.

The American Marketing Association (AMA) has given marketing four different definitions in

different periods of time. The first official definition of marketing was adopted in 1935 by the

National Association of Marketing Teachers, a predecessor of AMA, and was formally adopted by

AMA in 1948. In 1960, AMA reviewed the first definition and decided against any revisions. At

the time, marketing was defined as “the performance of business activities that direct the flow of

goods and services from producers to consumers” (Erin Kocyigit,Phd, Phd, 2015). With the

development of the times, AMA gave marketing a more comprehensive definition in 1985, which

was “the process of planning and executing the conception, pricing, promotion, and distribution of

ideas, goods and services to create exchanges that satisfy individual and organizational objectives”

(Erin Kocyigit,Phd, Phd, 2015). In 2004, AMA gave a new definition and defined marketing as

“an organizational function and a set of processes for creating, communicating, and delivering

value to customers and for managing customer relationships in ways that benefit the organization

and its stakeholders” (Erin Kocyigit,Phd, Phd, 2015). In 2007, AMA defined marketing as “the

activity, set of institutions, and processes for creating, communicating, delivering, and exchanging

offerings that have value for customers, clients, partners, and society at large” (American

Marketing Association, 2013).

The Chartered Institute of Marketing (CIM) defines marketing as: “the management process which

identifies, anticipates, and supplies customer requirements efficiently and profitably.”

The key processes of marketing include “Realmertunity identification, new product development,

customer attraction, customer retention, loyalty building, and order fulfillment.” The purpose of

marketing is to generate sustainable return and pursue maximum profits.

Marketing methods vary among different industries in the same country. Within the same industry,

different enterprises adopt different marketing methods. Even for the same enterprise, different

marketing methods should be adopted targeting different countries where there are different

political, economic, and cultural environments.

Marketing is a process in which an enterprise discovers and taps consumer demand, designs

products or services to fulfill such demand, sets product prices, produces, and packages products,

distributes and controls sales channels, promotes products so that the consumers will understand

the value of the products or services as well as whether they can fulfill their own demand, and

gains profits through the purchase of the products or services.

Philip Kotler defined marketing as “a social process by which individuals and organizations obtain

what they need and want through creating and exchanging value with others” (Kotler&Keller,

2012). The most important point of his definition is that he believes the core of marketing is

exchange, that is, meeting the needs of both parties. Therefore, needs are permeated in every link

of marketing. Marketing centers around the needs of the consumers. Through the activity of

exchange, the needs of both parties concerned will be met. Generally speaking, it is the exchange

of products and money. We can also call it trade.

The American Marketing Association (AMA) has given marketing four different definitions in

different periods of time. The first official definition of marketing was adopted in 1935 by the
National Association of Marketing Teachers, a predecessor of AMA, and was formally adopted by