Infinix, a prominent smartphone brand, recently organized a media parley in Lagos, Nigeria, to foster strong relationships with members of the media.
Esteemed media professionals and representatives from various organizations, including Technext, were in attendance.
- During the discussion, several key points about the brand were emphasized:
1. Understanding user preferences: Video quality and faster charging
Mia Liu, the Global PR Director of Infinix, highlighted that the brand’s focus goes beyond simply manufacturing smartphones. They actively engage in research to identify the most crucial needs expressed by smartphone users.
Research conducted across different Nigerian states revealed that users highly value video quality and faster charging. In response, Infinix is committed to meeting these demands by providing superior smartphone experiences to its customers. They aspire to gain recognition for delivering exceptional phone performance, thereby enhancing the overall quality of their smartphones and satisfying a wider range of users.
2. Establishing a deep emotional connection with consumers
Liu further emphasized the importance of forging an emotional bond between the brand and its consumers. Infinix is dedicated to localizing its communication efforts and sharing authentic stories that resonate with the target audience.
By promoting social well-being, engaging in corporate social responsibility (CSR) initiatives, and embracing African culture, Infinix aims to shift the perception of being solely a product-focused brand. Their goal is to create a profound connection with consumers and instill a sense of pride among those who choose their brand.
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Infinix prioritizes the youth demographic.
To address the issue of counterfeit Infinix phones in Nigeria, Yemisi Ode advises customers to exclusively purchase their phones from authorized retail outlets. In cases where issues arise with phones bought from dealers, Infinix provides support through its dedicated after-sales service, Carlcare.
Yemisi emphasizes the importance of making purchases from authorized Infinix outlets. However, these stores do not sell used phones, particularly for individuals with limited budgets.
Catering to the growing gaming industry
Infinix acknowledges the rapid growth of the gaming industry in Nigeria and has taken significant steps to cater to this trend. The brand’s HOT series of smartphones are specifically designed with gaming capabilities in mind, incorporating features that empower gamers, such as optimized screens, extended battery life, and powerful processors.
Infinix actively engages with gamers through competitions and events like the Infinix Gaming Master, fostering collaborations to drive gaming development in Nigeria.
Yemisi states, “We also organize or sponsor gaming competitions to facilitate networking among gamers and promote the growth of the industry in Nigeria.”
She adds, “We were also the only mobile phone brand present at the Paris Games Week in 2022.”
Success in challenging market conditions
Despite the African smartphone market experiencing a decline of 3.4% in the first quarter of 2023, the brand attributes its success to delivering high-quality products that cater to Nigerians’ specific needs and passions.
Yemi Adewunmi, Retail & Marketing Manager, highlights the brand’s commitment to gathering feedback through extensive market research.
“We continuously seek feedback to enhance our products, ensuring they meet the evolving demands of consumers.”
The future
Liu emphasizes that the goal is not to “overtake” other smartphone brands but to maintain a competitive edge. In other words, when discussing competition, the focus is on affordability while maintaining product quality.
Conclusion
By emphasizing the importance of authentic products, catering to the gaming industry, and actively engaging with consumers through competitions and events, Infinix is positioning itself to establish a strong brand presence and create meaningful connections with its customers.
Additionally, their commitment to affordability while maintaining product quality showcases an understanding of market dynamics and consumer demands. it seems like Infinix has a well-defined strategy that aligns with the current market trends and customer expectations.
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