ACKNOWLEDGEMENT

The successful completion of any research project requires guidance and help
from a number of people. I take my immense pleasure in expressing a whole
hearted thanks to all the officials who guided me all the way through my training
in the organization.

I therefore take this opportunity to express my profound sense of gratitude to my

faculty guide MRS. JASMINE JOSHI for his valuable guidance and timely
suggestions without which it would be impossible to get this project in its
present form.

I express my deep gratitude to my company guide COL. NIKHIL DIWANJI

who provided me an insight into the working that enhanced my knowledge and
with his support & cooperation this report has taken its present shape. I extend
my warm thanks for guiding me and providing the opportunity to get acquainted
with the organization culture and also helping to know the various opportunities
of the organization.

I even express my sincere acknowledgement to all the personnel of different

departments whose informative guidance motivated me to understand various
dynamics of the company.

I would like to acknowledge my parents who have financially supported me

during this project. Besides above, I am grateful to everyone who has helped me
in completing my task to my satisfaction level.

Errors and deficiencies may be there; therefore I apologize for the same in
advance.

SUBMITTED BY: - SUBMITTED TO:-

ANKIT DUBEY MRS. JASMINE JOSHI
BBM V
MU13BBM039
MSMSR

1
 DECLARATION

I the undersigned solemnly declare that the project report is based on my own
work carried out during the course of our study under the supervision of . I
assert the statements made and conclusions drawn are an outcome of my
research work.

I further certify that

I. The work contained in the report is original and has been done by me,
under the general supervision of my supervisor.

II. The work has not been submitted to any other Institution for any other
degree/diploma/certificate in this university or any other University of
India or abroad.\

III. We have followed the guidelines provided by the university in writing

the report.

IV. Whenever we have used materials (data, theoretical analysis, and text)
from other sources, we have given due credit to them in the text of the
report and giving their details in the references.

______________

AKRITI SINGH
(Roll No.)
(Enrollment No.)

2
 SELF CERTIFICATE

This is to certify that the project report entitled “MARKETING STRATEGY

OF VIVO” is done by me and is an authentic work carried out for the partial
fulfillment of the requirement for the award of the degree of Bachelor of
Business Management under the guidance of my faculty guide

The matter embodied in this project work has not been submitted earlier for
award of any degree or diploma to the best of my knowledge and belief.

SUBMITTED BY: - SUBMITTED TO:-

AKRITI SINGH MRS. JASMINE JOSHI

M.Com. Final Year (2020-22)

GOVT.E.V.P.G. College, Korba

Date: 20/04/22

Place: Korba

SIGNATURE

3
 INDEX
S. NO TOPIC PAGE NO.

1. Introduction
2. Objective.
3.

4.

5.

6.

7.

8.

9.

10.

11.

12.

13.

14.

4
 CHAPTER-1
INTRODUCTION

5
1.1 INTRODCTION

The mobile phone industry first entered the era of smart phones them now smart camera
phones. Consumers now have quite different views and demands of mobile devices. To
understand the above objective I have not restricted my study to just Marketing strategies
of vivo smart phones. In order to study about the smart phone business in India And
Korba, and to understand the scope that Marketing of vivo has in this business, I have
extended my project to do a detailed study of Smart phone market. Through a
comparative study between the competitors and vivo smart phone, I could arrive to a
conclusion of the scope of Marketing of vivo.

COMPANY OVERVIEW

Vivo Smartphones Pvt. Ltd. is a communication technology co., a Chinese company which is
owned by the BBK Electronics (make smartphones, software’s, smartphones accessories and
online services). Shen Wei founded this company in 2009, at Dongguan, China. Currently, it
is ranked under the top 5 smartphone’s manufacturer in India.

Apart from manufacturing smartphones vivo also sponsored Indian Premier League, FIFA
world cup, Pro Kabaddi tournament, U.S- National Basketball Association. It is listed among
the top smartphone’s brands in India.

A young global smart phone brand focusing on introducing perfect sound quality and ultimate
photography with cutting-edge technology, Vivo develops dynamic and stylish products for
passionate young people. It develops and manufactures smart phones, smart phone
accessories, software, and online services. Founded in 2009, Vivo has quickly expanded into
markets in India and South East Asia.

At Vivo we are dedicated to the pursuit of perfection and continuously creating surprises for
users through constant innovation. Pioneering the use of Hi-Fi audio chips in smart phones,
Vivo created the very first smart phone with a dedicated HiFi chip, the X1. Since then Vivo
has remained committed to providing the very best possible audio experience to customers.

Our product’s camera also represents one of our most important competitive advantages.
Photography is a way for people to express themselves and share joy with others. Through our
smart phones, we offer users a professional-grade photography solution, taking mobile

6
photography to the level of an art form, witnessing and recording all of life’s beautiful
moment.

Company’s website says “ Vivo is a technology company that creates great products based on
a design-driven value, with smart devices and intelligent services at it’s core.”

As Of Now, Vivo has currently 400 million user covered more than 50 countries and regions.

Facing the diversification of user groups VIVO makes contribution to consumer around the
world to enjoy the extra-ordinary moments in life and creates surprises for them to embrace
technology innovations.

Right now VIVO has 5 global manufacturing bases (including brand authorized
manufacturing centre) including China (Chongquin), China (Donguann), India (Noida),
Bangladesh (Dhaka) and Indonesia (Tangerang) with annual production capacity of nearly
200 millions units of smartphones.

BBK COMPANY : PARENT COMPANY

BBK Electronics Corporation is a Guangdong based consumer electronics manufacturer with

their headquarters and production base in Changan Dongguan. It is said to be the highest
contributor to the tax money in Changan and thus you can see the introduction of the
company listed at people’s government of changan town. The company came into existence in
the year of 1995 and month of September. According the listing of government website it has
manufacturing factories spread in 10 Hectares of land and employees more than 17,000
people. It has different branches that cater to myriad of businesses that are operational all over
the world.

The listing also claims that BBK has two branches and one subsidiary under its name, where
it does business in research, production and sale of educational electronics product such as
learning machines, language repeaters, electronics dictionary, reading machines, etc. They
also manufactured landline and cordless phones at that time. It has Blue ray Disc players,
headphones and headphone amplifiers that comes under the OPPO digital division. While
when it comes to smart phones, it has three brands OPPO, Vivo and One Plus that serves as
phones manufacturer.

VIVO IN INDIA

7
It enters into India in 2014 December with the name of world slimmest phone X5 MAX. Its
head office is in Delhi. With in three months it achieve 21% of the market share in india.
VIVO also opened its manufacturing unit in Noida. And with continues innovation and cut
throat marketing and branding Now. VIVO is the 3rd biggest smartphone company in India.

VIVO emerged as the top 5G smartphone brand in 2021 with a 19% share. It grew 2%
YoY in 2021 driven by a strong performance of its Y series and V It remains the leading
player in the offline segment while simultaneously strengthening its hold in the online
segment through its sub-brand iQOO.

Brand has collaborated with one of the most popular athlete of the world Virat Kohli.

Accordig to latest reports India’s smartphone shipments grew 11% YoY to reach 169
million units in 2021, according to the latest research from Counterpoint’s Market
Monitor service. However, the shipments declined 8% YoY in the December quarter due to
supply issues plaguing the smartphone manufacturing ecosystem.

8
9
CHAPTER-2
OBJECTIVES

10
Primary Objectives

 To understand the meaning and importance of marketing and marketing strategies.

 To understand the marketing strategies used by VIVO with reference to market of
Korba.

Secondary Objective

The mobile phone industry has entered the era of smart phones; consumers now have quite
different views and demands of mobile devices. To achieve the above objective I have not
restricted my study to just Marketing strategies of vivo smart phones. In order to study about
the smart phone business in India, and to understand the scope that Marketing of vivo has in
this business, I have extended my project to do a detailed study of Smart phone market.
Through a comparative study between the competitors and vivo smart phone, I could arrive to
a conclusion of the scope of Marketing of vivo.

Objective of my study :

 To understand marketing strategy of vivo company.

 To understand marketing mix used by vivo company. •
 To understand customers thinking towards the smart phone
 To increase my marketing knowledge with the help of this project.
 To understand promotional activities used by vivo company
 To understand distribution strategies of vivo company.
 To gain the practical knowledge in the real business world .
 To learn more about the professional atmosphere and adopt the professional behavior .
 To learn how to innovate your ideas and achieve the main objective of the
organization

11
 CHAPTER-3

RESEARCH METHODOLOGY

12
2.1 RESEARCH METHODOLOGY

Meaning: - Research methodology is a way to systematically solve the research problem. A

researcher has to study the research problem along with the logic in it for that the researcher

should not only know the research methods and techniques but also the methodology. The

researcher has to apply particular research techniques in the problems and he should also

know which method or techniques is relevant or not so that the researcher can design his

methodology for his problems as per the requirement.

Type of Research: - The study undertaken is of Descriptive Research in nature.

Research objective: - The research objective of my study is to find out the marketing strategy

and brand-image of the existing and potential customer. The research objective is:-

 To study the meaning of marketing strategy

 To understand the importance of marketing strategy.

 To understand marketing strategy of VIVO.

 To find out impact of marketing strategy of VIVO.

 To Understand VIVO’s marketing position in Korba.

 To find out the consumer preference.

Sample Size
Sample size determination is the act of choosing the number of observations or replicates to
include in a statistical sample. The sample size is an important feature of any empirical study
in which the goal is to make inferences about a population from a sample
20 People from Korba Of Age group between 18-35 has been taken as sample size.

13
Research design:

A research design is the detailed blue print used to guide a research study towards its

objectives. It helps to collect, measure and analyze the data. The present study seeks to find

out Marketing Strategy of Vivo.

Formation of Research Problem :- Main purpose of the study was to know the how

marketing strategy of Vivo and how it played a vital role capturing market, Importance of

marketing strategy and its impact.

Research Instrument: - In this study the research instrument is Questionnaire. It consists of

set of question presented to respondents. The questionnaire is structured & combinations of

various close and open ended questions. Close-ended questions already have the possible

answers and open-ended question allow the respondents to answer in their own words.

14
15
 CHAPTER 3

REVIEW OF LITERATURE

16
Area Of Research And Survey

In a short spam of time VIVO has done a blast in India Mobile phone Markets. It has become
the 3rd largest smartphone company of India. Every new product in a market needs marketing
to make their presence feel, but if waana dominate the market you need Marketing Strategies.

In this we will understand the both with reference to VIVO India and will understand the
Korba Smartphone market.

Location And Extent

This research has been done in Korba Chhattisgarh. The Research includes the urban
population and various mobile outlets of Korba City.

Korba is a city and an industrial area in Korba District in the Indian state of Chhattisgarh.

As per the latest 2011 census reports, Korba city had a population of 365,253 and it one of the
heavy consumer markets of Chhattisgarh. Away from Capital city of Raipur, Korba enjoys the
one single near-by market benefits. The Youth Of Korba is well aware of every brand and
new technologies. Thus have a strong understanding of mobiles and their features.

Also to fulfill the consumer needs All the Global brands are available in Korba. We can say
Korba has a good smart consumers.

Number Of Vivo Outlets In Korba

As per Vivo.com’s store locator , there are no exclusive Vivo stores owned by company in
Korba. There are only two exclusive stores in Chhattisgarh located at Balrampur and
Bhatapara.

But According the Authorised Dealer VIVO Korba, (Name OF Dealer), VIVO mobiles are
being sold in 140-160 outlets of Korba. Approximately every store has VIVO Smartphone to
sell.

17
Marketing

Marketing is the process of getting potential clients or customers interested in your products
and services. The keyword in this definition is "process." Marketing involves researching,
promoting, selling, and distributing your products or services.

This discipline centers on the study of market and consumer behaviors and it analyzes the
commercial management of companies in order to attract, acquire, and retain customers by
satisfying their wants and needs and instilling brand loyalty.

What is Marketing Strategy ?

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Marketing strategy is the comprehensive plan formulated particularly for achieving the
marketing objectives of the organization. It provides a blueprint for attaining these
marketing objectives. It is the building block of a marketing plan. It is designed after detailed
marketing research. A marketing strategy helps an organization to concentrate it’s scarce
resouces on the best possible opportunities so as to increase the sales.

A marketing strategy is designed by:

1. Choosing the target market: By target market we mean to whom the organization
wants to sell its products. Not all the market segments are fruitful to an organization.
There are certain market segments which guarantee quick profits, there are certain
segments which may be having great potential but there may be high barriers to entry.
A careful choice has to be made by the organization. An indepth marketing research
has to be done of the traits of the buyers and the particular needs of the buyers in the
target market.

2. Gathering the marketing mix: By marketing mix we mean how the organization
proposes to sell its products. The organization has to gather the four P’s of marketing
in appropriate combination. Gathering the marketing mix is a crucial part of marketing
task. Various decisions have to be made such as -

 What is the most appropriate mix of the four P’s in a given situation

 What distribution channels are available and which one should be used

 What developmental strategy should be used in the target market

 How should the price structure be designed

Importance of Marketing Strategy

 Marketing strategy provides an organization an edge over it’s competitors.

 Strategy helps in developing goods and services with best profit making potential.

 Marketing strategy helps in discovering the areas affected by organizational growth

and thereby helps in creating an organizational plan to cater to the customer needs.

19
  It helps in fixing the right price for organization’s goods and services based on
information collected by market research.

 Strategy ensures effective departmental co-ordination.

 It helps an organization to make optimum utilization of its resources so as to provide a

sales message to it’s target market.

 A marketing strategy helps to fix the advertising budget in advance, and it also
develops a method which determines the scope of the plan, i.e., it determines the
revenue generated by the advertising plan.

In short, a marketing strategy clearly explains how an organization reaches it’s predetermined
objectives.

4P’s OF MARKETING MIX

A retailer must engage in planning, research and analysis before implementing a marketing
strategy. At the core of any marketing plan is the mix consisting of the four Ps (Product,
Price, Place and Promotion) of marketing. Retailers usually employ a combination of various
elements of promotion mix to achieve promotional and business objectives. The degree and
the nature of usage of each of the promotion methods depend on the objectives of the retail
firm, product, market profile and availability of resources. Small retailers generally depend on
point-of-purchase material provided by the companies which provide the merchandise.
Promotion mix employed by the retailers should be compatible with the desired store image,
provide scope for modification if need arises and fit within the budget allocation. Therefore,
various retail promotion methods can be compared on the basis of degree of control,
flexibility, credibility and cost associated with them.

THE FOUR IMPORTANT TYPES OF MARKETING MIX ARE DISCUSSED

BELOW:

1. The ‘Product’ Mix

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Every organization has a product mix that is made up of product lines. The variety of
products that a company produces, or that a retailer stocks is known as ‘product line’. It is
a broad group of products, intended for similar uses and having similar characteristics.
The product mix is the set of all the products offered for sale by a company. It refers to
the length (the number of products in the product line), breadth (the number of product
lines that a company offers), depth (the different varieties of product in the product line),
and consistency (the relationship between products in their final destination) of product
lines. Product mix is sometimes called ‘product assortment’.
The basic components of product mix are:
 Services
 Packaging
 Brand
 Product Item and
 Product line

The various product mix strategies are:

(i) Launching new products from time to time

(ii) Alteration of Existing Products
(iii) Eliminate an entire line or reduce assortment within it
(iv) Trading Up
(v) Trading Down
(vi) Product life cycle management

The retail product mix is device so as to develop an appropriate promotion strategy for
the store depending on the target market to be reached. Once the target market is
identified and positioning strategy defined, the retailers employ various tools of product
mix to reach out to consumers. These efforts also aim at building store image. Retailers
usually employ a combination of various elements of product mix to achieve promotional
and business objectives. The degree and the nature of usage of each of the promotion
methods depend on the objectives of the retail firm, product, market profile, and
availability of resources.

21
2. The ‘Price’ Mix
Price has always been one of the most important variables in retail buying decision. It is
the factor which makes or mars a retail organization. It is also the easiest and quickest
element to change. Pricing helps an organization to achieve its objective. This is
particularly significant for new market entrants who need to first establish a brand and
then enjoy increasing profits as the brand gets market acceptability. For a customer, price
is the main reason to visit a particular store. A pricing strategy must be consistent over a
period of time and consider retailer’s overall positioning, profits, sales and appropriate
rate of return on investment. Lowest price does not necessarily net be the best price, but
the lowest responsible price is the best right price. To survive in the retail business,
retailers need to seek cash flow, profitability and overall growth in order to consolidate
their market position. But pricing cannot be determined in isolation. Costs and operating
expenses are equally important while establishing the retail price. Servicing pricing
pursues the ‘doctrine of pricing of goods’, therefore, they are either cost-based or market
based. Within this, these pricing can be profit oriented, government controlled, consumer
oriented or competition oriented. Pricing needs certain considerations before actually
determining it. The market position of the product, consumer perception and stage of the
product life cycle, competitor’s strategy and overall marketing strategy needs to be
considered.

The components of price mix are:

(i) Organizational objectives
(ii) Competition
(iii) Cost and profit
(iv) Credit terms
(v) Discount etc.
(vi) Fixed and variable costs
(vii) Pricing options
(viii) Pricing policies
(ix) Proposed positioning strategies
(x) Target group and willingness to pay

22
3. The ‘Place’ Mix

The retailer should keep in mind the fact that his ‘product’ should be available near the
place of consumption so that the consumers can easily buy it. If the brand preferred by the
consumer is not easily available at a convenient location, he may buy some other brand in
the same product category. Hence, the retailer has to ensure that the product is available to
the target consumers whenever required. There are two major components of place:
marketing channels and physical distribution (logistics management). Channel decisions
affect considerably the elements of marketing mix and involve a long term commitment of
resources. Intermediaries involved in channel network are independent (at times
contractual) organizations hence their needs must be taken into account while evaluating
channel alternatives. The success of marketing efforts, to a large extent depends on the
sound distribution network. Physical distribution involves transportation, warehousing,
material handling, bulk packaging etc. Some of these activities are carried out by
intermediaries. A considerable coordination is required among various channels to seek
maximum results of marketing operations.

Following are the components of a retail price mix:

(i) Distribution channels

(ii) Intermediary
(iii) Distance Factor
(iv) Inventory Level
(v) Transportation
(vi) Warehousing and Storage

4. The ‘Promotion’ Mix

After deciding upon the budget, retailer should determine the appropriate promotional
mix – a combination of advertising, public relations, personal selling and sales
promotion. Small retailers having limited funds may use store displays, hoardings,

23
 direct mail, flyers and publicity methods to attract customer traffic, while on the other
hand, retailers having no bar on finance, may use print or television media for their
sales promotion activities. The retail promotion mix varies from retailer to retailer and
nation to nation depending upon technological advancement, nature of competition
and availability of finance etc. Retailers design a promotional mix in compliance with
store’s objectives such as positioning of the organization, attracting customers,
increasing sales turnover, clear out seasonal merchandise, announcing special events
and educating public about the organization and its offerings. Retailers generally
spend their promotional budget on developing advertisement campaigns and on other
sales promotion activities. A retailer has a variety of sales promotion methods to
promote its goods and services. Therefore, promotion mix used by the retailer should
be compatible with the desired store image, budget allocation and flexible enough to
modify whenever need arises.

These various promotional vehicles may by compared on the basis of following issues:
(i) Cost of the method
(ii) Its reach
(iii) Degree of flexibility
(iv) Credibility
(v) Control over media

ADVERTISING IN RETAIL

Promoting a brand is more important than opening a store. It is essential to create brand
awareness for the customers to know about the brand’s existence. The retailer must strive hard
to communicate the USPs (Unique selling Proposition) of the brand to influence the buying
behavior of the customers. In simpler words, advertisements help the end-users to know to
which brand a particular product belongs.

Advertisements play a crucial role in promoting a brand and creating its awareness amongst
the masses. They help in creating an image of a particular product or brand in the minds of the
potential customers. Such a mechanism is also called Brand Positioning.

24
What is advertising?

Advertising is a medium through which an individual or organization highlights the USPs

and benefits of a product or service to influence the buying behaviour of the individuals. It
helps to create a positive image of a particular brand in the minds of the customers and
prompts them to buy the same.

Role of Advertising in Retail

• The retailer through various ways of advertising strives hard to promote his brand amongst
the masses for them to visit the store more often.

• Advertisements attract the customers into the store. They act as a catalyst in bringing the
customers to the stores.

The advertisement must effectively communicate the right message and click on the
customers. It should be a visual treat and appeal the end-users. Advertisements have taglines
to create awareness of a product or service in the most effective way.

• The tagline has to be crisp and impressive to create the desired impact. • The tagline should
not be lengthy else the effect gets nullified.

• It has to be catchy.

• It should be simple to memorize.

The moment an individual hears “Just Do it”, he knows he has to visit a “Nike Store”. That’s
the importance of a tagline.

Modes of Advertising

• Nothing works better than promoting a brand through Online webpages and popular social
media platforms. Coming Offline signboards, billboards, hoardings and banners intelligently
placed at strategic locations like railway stations, crowded areas, heavy traffic crossings, bus
stands, near cinema halls, residential areas and so on. Such advertising is also called as out of
home advertising. Out of home advertising is a way to influence the individuals when they are
out of their homes. The hoarding must be installed at a height visible to all even from a

25
distance. Make sure it catches the attention of the passing individuals and influences them to
visit the store. Keep it simple and make sure it doesn’t confuse the customers; instead it
should convey the information in its desired form.

VIVO Marketing Strategies

Marketing Strategy of Vivo 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 Vivo marketing mix, help the brand succeed.

Vivo marketing strategy helps the brand/company to position itself competitively in the
market and achieve its business goals & objectives.

Let us start the Vivo Marketing Strategy & Mix to understand its product, pricing, advertising
& distribution strategies:

Vivo Product Strategy:

The product strategy and mix in Vivo marketing strategy can be explained as follows:

Vivo is a leading smartphone and consumer electronics brand. Vivo aims at providing quality
products and superior services in its marketing mix to its customers. Vivo positions itself as a
perfect selfie smartphone and thereby appeals to the youth. They focus on introducing
products that have a professional audio system, great appearance and provide fast and smooth
user experience. The Vivo brand believes in adopting creative and innovative technology to
produce new products. In the year 2012, it introduced the X1 which is the first smartphone to
incorporate a Hi-Fi chip which gives an unparalleled audio experience. This feature has been
included in all their smartphones ever since. It has entered the Indian market in the year 2014.
Vivo is ranked among the top 10 smartphone makers in the world. In 2020, Vivo partnered
with Zeiss to develop new technological advancements in mobile imaging. More than 130
million smartphones are sold by the brand every year.

26
Vivo Price/Pricing Strategy:

Below is the pricing strategy in Vivo marketing strategy:

Vivo offers high quality phones at affordable competitive prices.

Vivo as a brand realizes some of its markets are price sensitive market when it comes to the
sale of smartphones and it is important to be present in the right price band to have the
advantage of gaining a healthy market share. Hence, Vivo has made its products available not
only in all the price bands, but also in the bands that have the maximum contribution towards
the overall sales. Despite of this, the products of the brand are priced a little higher as
compared to similar products offered by other competing brands. Mostly competitive pricing
strategy is used in its marketing mix. The high price of Vivo products is due to the number of
features the phone offers, the look and design of the piece, the battery life, the camera quality,
performance and the audio and video quality as well. However, a large number of customers
are convinced to buy Vivo products despite of the high prices due to the great after sales
service that the brand offers. But many customers are also of the view that Vivo needs to

27
increase its value for money for its buyers by improving specifications in some price
segments, especially the low-price bands to further improve its ranking in the Indian
market. Vivo mobile phones start as low as $100 and the flagship models can go up to $2000.

Vivo Place & Distribution Strategy:

Following is the distribution strategy in the Vivo marketing mix:

After being registered in the year 2009, Vivo has been registered in over 100 countries around
the world. It has internationally expanded in the Thailand, Indonesia, Vietnam, Malaysia,
Myanmar, the Philippines and India. India is one of the biggest markets for Vivo apart from
China and it is expected to surpass China in the near future. In 2017, Vivo was also launched
in Pakistan and is now the fastest growing smartphone brand in the country. Vivo sells its
products through online and well as offline mediums. They sell their products offline with the
help of various distributors, wholesalers and retailers that are spread across various countries.
The Vivo brand has adopted an aggressive offline strategy as it believes that the customers
want to get their hands on the device and experience how it feels before purchasing it. Their
focus is to make the product available in every electronics outlet and mega store, so that the
customer can experience the phone before purchasing it.

Vivo believes that the offline medium of selling their product is more effective as compared
to the online medium as there is no risk of unknown seller, product being different from
expectations and security threat.

Vivo Promotion & Advertising Strategy:

The promotional and advertising strategy in the Vivo marketing strategy is as follows:

Vivo is very proactive when it comes to advertising and promoting its brand. Vivo embraces a
360 degree marketing strategy and promotes its products through various conventional and
traditional mediums like ATL, BTL, print media, television commercials, social media,
celebrity endorsements and on-ground activities. It focuses specially on its on-ground
activities which it considers as its strongest advantage in China as well as in India. It also

28
 focuses on out of home advertising to a good extent. Vivo has been actively sponsoring events
like FIFA world cup, IPL cricket and other big sporting events world over. The brand has also
roped in several celebrities as their brand ambassadors, who star in their commercial and talks
about the new Vivo phones. Vivo has also tied up with OOH companies to display its new
smartphones on billboards globally. This concludes the marketing mix of Vivo.

VIVO SWOT Analysis, Competitors & USP

SWOT analysis of Vivo analyses the brand by its strengths, weaknesses, opportunities &
threats. In Vivo SWOT Analysis, the strengths and weaknesses are the internal factors
whereas opportunities and threats are the external factors.

Vivo SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table

Vivo Brand Analysis

Parent Company BBK Electronics

Category Smartphones

Sector Mobile Handsets

Tagline/ Slogan Camera & Music; Perfect Shot, Perfect Moment

USP Vivo has innovative phones with affordable pricing

29
 SWOT Analysis is a proven management framework which enables a brand like Vivo to
benchmark its business & performance as compared to the competitors. Vivo is one of the
leading brands in the mobile handsets sector.

The table below lists the Vivo SWOT (Strengths, Weaknesses, Opportunities, Threats), top
Vivo competitors and includes its target market, segmentation, positioning & Unique Selling
Proposition (USP).

Vivo STP

Segment People looking for mobile phones

Target Group People in middle income group looking for features

Positioning Vivo offers innovative phones at affordable rates

SWOT Analysis of Vivo

Vivo Strengths Below are the Strengths in the SWOT Analysis of Vivo:

30
 1. Vivo has established itself very well in the global smartphone market

2. Vivo offers various mobile phone models in different price ranges but still

keeping its affordable image intact

3. Vivo has entered various markets with good success with sponsorship and visibility

4. It comes from the stable of BBK electronics, its parent company,

which also owns brands like Oppo

5. Vivo has been associating with big sporting events like the FIFA world cup,

IPL cricket etc.

6. Vivo is seen as an innovative brand and has constantly invested in R&D

7. It was one of the first to launch a phone with HiFi Chip

8. Vivo has stores in several countries and a good presence of all leading

ecommerce platforms

9. It is present in several overseas market

10. Vivo annually ships more than 130 million units

11. Vivo has product facilities in China, Indonesia and India

Vivo Weaknesses Here are the weaknesses in the Vivo SWOT Analysis:

1. Intense competition and constant need for innovation means limited market

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 share growth

2. Vivo is seen similar to other brands with limited differentiation and hence
high brand switching 

Following are the Opportunities in Vivo SWOT Analysis:

1. Vivo can come up with high end smartphones which competes directly
with likes of Apple, Samsung
Vivo Opportunities
2. Vivo should work on tweaking its image and targeting to more customers
who does not focus only on cost

3. It has huge untapped markets in US and Europe

The threats in the SWOT Analysis of Vivo are as mentioned:

1. Price sensitive competition in the mobile handset segment can impact

Vivo Threats business

2. Local government regulations and economic recession can reduce business

3. Fake imitations can hurt the brand image of the brand globally

Vivo Competition

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 Below are the top 10 competitors of Vivo:
1. Samsung
2. Oppo
3. Oneplus
4. Xiaomi
Vivo Competitors
5. HTC
6. Nokia
7. Panasonic
8. Lenovo
9. Apple
10. Nokia

DISTRIBUTION CHANNEL OF VIVO:

Distribution:- Distribution is the process of moving a product from its manufacturing source
to the customers with the help of intermediaries.

Distribution channel:-It is the set of interdependent organizations involved in the process of

making a product or service available for use or consumption. It is the way products and
services get to the end-user, the customer. For every company distribution channel plays very
important role. A stronger the distribution channel increases the sales, attracting customer,
increase company goodwill on the other hand avoid channel conflict.

• VIVO has a very strong distribution channel. VIVO uses a Three-level channel that consists
of Regional office, Distributer and Retailor.

COMPETETIORS COMPETETORS:

The major competitors of vivo smart phones are Micromax, Samsung, Sony, HTC, LG etc.

DIRECT MARKETING

Direct Marketing is the interactive use of advertising media, to stimulate and (immediate)
behavior modification in such a way that this behavior can be tracked, recorded, analyzed, and
stored on a database for future retrieval and use.” Direct marketing is a sub-discipline and
type of marketing. There are two main definitional characteristics which distinguish it from
other types of marketing. The first is that it attempts to send its messages directly to

33
consumers, without the use of intervening media. The second characteristic is that it is
focused on driving purchases that can be attributed to a specific "call-to-action." This aspect
of direct marketing involves an emphasis on tractable, measurable positive responses from
consumers regardless of medium.

Direct Marketing (DM) is an interactive system of marketing that:

• Uses one or more advertising media to effect a measurable customer response

• Or transaction at any location

• And stores information about that event in a database.

FORMS OF DIRECT MARKETIN: VIVO DIRECT MARKETING:

vivo has various types of direct marketing. Which includes

• Kiosk marketing

• Catalog marketing

• Television

KIOSK MARKETING: • Kiosk-a small, temporary, stand-alone both used in high foot
traffic areas for marketing purposes.

• A kiosk will usually be manned by one or two individuals who help attract attention to the
booth get new customers.

• The name describes new stands, refreshment stands, and freestanding cart whose vendors
sell many items.

MARKETING AREAS OF VIVO MOBILES

Vivo is organized kiosk marketing in front of different mobile outlets every day in different
locations of Korba.

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• Attracted a lot of people who came in and stopped by the kiosk and got information about
the vivo smart phone.

• vivo is also targeting the college youth as it organized a kiosk marketing in colleges.

• The objective of this is to create awareness of the product and to increase sales.

STRICT QUALITY CONTROL SYSTEM:

We believe that the product quality is guaranteed by design instead of management. We

manufacture and operate up to international standards for quality assurance, and have passed
the International Quality System Authentication of ISO9001. Our tens of inspection
procedures add to the strict quality assurance system and help vivo communications products
to be known as superior-quality products. Modernized manufacturing system: We own
computerized SMT workshops and modernized assembly workshops, which consist of around
30 production lines, with monthly production capacity of more than 1 million units. vivo
manufacturing also features a complete and advanced testing and manufacturing process
control, which are operated by a professional technological development and testing team.

PROMOTION MIX

PROMOTIONAL ACTIVITIES : Sales promotion a key ingredient in marketing

campaigns consists of a collection of incentive tools, mostly short term, designed to stimulate
quicker or greater purchase of particular products or services by customers.

Promotional activities play a key role in the entire marketing effort being carried out by
Company. These promotional activities generate more sales as well as create a good image of
the product in the mind of the customer. The promotional tools used by company for its
marketing activities are:

• Point of sale display

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• Incentives to retailers

• Sales promotion through sponsoring special events

• Advertising

POINT OF SALE DISPLAY

“There are many ways to communicate with consumers at the point of sale. In-store
advertising includes shopping carts, cart straps, aisles and shelves. The appeal of the point of
sale advertising lies in the fact that in many categories consumers make the bulk of their final
decision regarding purchase in the shop.”

This is particularly true for those brands which have very low customer loyalty. Smart phone
is one such product in which most of the time buying decision is made at the spur of the
moment based on the brand which is readily available and catches the eye of the customer.
For this reason company invest heavily in this category by supplying the shop owners with
stands so that they can keep the bottles outside on those stands so that customers have an eye
contact with them as he/she is entering the shop.

INCENTIVE TO RETAILERS

Another method of sales promotion being used by companies by running special incentive
schemes for retailers. This type of promotional strategy is conducted mainly during the peak
season.

ADVERTISING

A very important part of advertising is to decide the medium of advertising and how much to
spend on each medium. The different mediums used by Pepsi are:

36
• TV

• Hoarding

• Newspaper/Magazines

• Product of sales material(painting, glow signs, D. Board)

IMPACT OF BTL ACTIVITIES ON VIVO SMART PHONE

• Below the line marketing (BTL) is the ability to tailor their messaging in more personal
manner to audience.

• It is a targeted approach.

• To reach consumers directly through alternative forms of marketing

OBJECTIVES

• Encouraging purchase of larger-sized units, building trial among nonusers

• Attracting switchers away from competitors’ brands

• Short-run sales impact as well as long-run brand equity effects

• encouraging off-season buying

• encouraging stocking of related items

• offsetting competitive promotions

• building brand loyalty, and

• support of a new product or model

• Encouraging more prospecting.

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How BTL activity relate to marketing

• Examples: distribution of pamphlets, stickers, promotions, brochures etc…

• Involve product demos & samplings at busy places like malls and market places or at any
event.

• Ensure recall of the brand while at the same time highlighting the features of the product.

BELOW THE LINE (BTL) ADVERTISING

• Direct mail marketing

• Product demo

• Event marketing

• Promotional marketing

DIRECT MAIL MARKETING

Below the line advertising also focuses on direct mail marketing and e-mail marketing, often
using highly targeted lists of names to maximize response rates.

PRODUCT DEMO It could also involve product demos at busy places or residential
complexes.

EVENT MARKETING Various companies sponsor sport events to promote their brand so
vivo also sponsor various sport events like cricket match, special occasion etc.to promote their
product and also give a prize to winners in this event.

PROMOTIONAL MARKETING

Promotional marketing is the use of any special offer intended to raise a customer’s interest
and influence a purchase, and to make a particular product or company stand out among its
competitors promotional materials can exist as a part of direct marketing, like mail or email
materials that include coupons.

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Make In India

We came to India with a vision to give our customers ingenious, ‘Made In India’ products. A
year later, with an assembly unit all set to operate from Greater NOIDA, our vision has now
become a reality. The first part of our expansion plan in India, we setup the assembly unit to
contribute to the ‘Make In India’ initiative with our exclusive ‘Made for India’ V-series
smartphones. The 30,000 square metre production facility, located at World Trade Centre, is
Vivo’s 7th largest assembly facility outside China. The assembly unit has a maximum
production capacity of 1 million smartphones per month, which can be further increased as
per future requirements.

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 CHAPTER 4
FINDINGS AND ANALISYS

INTERPRETATION OF DATA AND GRAPHICAL PRESENTATION

1. Do You Use Smartphone ?

40
 Yes No
19 1

Sales

Yes
No

INTERPRETATION: - This Shows that In Korba, approximately 95% of youth between

age group of 18-35 have smartphones. Our population is aware about the latest technology.

2. If Yes, which brand you use ?

Oppo Samsung VIVO MI Others

02 05 04 06 03

41
 Oppo
Samsung
VIVO
MI
Others

INTERPRETATION :-The result shows that 10% of the population uses Oppo, 25% uses

Samsung, 20% percent people have VIVO, MI has largest share with 30%, And brands like

apple, One plus and Nexus have rest 15% consumer.

3. DO YOU KNOW ABOUT VIVO?

YES NO

20 0

42
 Yes
NO

INTERPRETATION: - This shows that 100% of population have heard about VIVO and are

aware about for what they are known for.

4. IF YES, WHERE HAVE YOU SEEN VIVO ADVERTISEMENT IN ANY

FORM?

ONLINE HOARDIN KIOSK PRINT Others (Like

G TVC etc)

20 20 20 20 20

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 Online
Hoarding
Kiosk
Print
Other (TVC)

INTERPRETETION: - This shows that Whole Population has seen the Advertisement of

VIVO in Approximately every medium. That means VIVO was able to make their brand

presence visible through various modes of Advertisement.

6. HOW MANY OF YOUR FRIENDS OWN VIVO IN YOUR FRIEND CIRCLE?

<5 (0 to5) <10 (6to 10) <15 (11 to15) <20 (16 to 20) >20 ( 20 and

above)

8 6 3 2 1

44
 0-5
6 to 10
11 to 15
16 to 20
20 above

INTERPRETATION: - This shows that 40 % Of Population says there are less than 5 users

of ViVo in their friend circle, 30% Population says their 8-10 friends use VIVO

Samrtphones. There were ony 15% who say they have more than 10 friends who uses VIVO.

7. DO YOU OWN VIVO SMARTPHONE?

YES NO

5 15

45
 Yes
No

INTERPRETATION: - 25 % of Population uses VIVO Smartpones and rest 75% Choose

other brands like Oppo, MI, Apple,Samsung etc.

8. IF YES WHAT WILL YOU RATE IT

1 2 3 4 5

1 3 1

46
 1
2
3
4
5

INTERPRETATION: - 60% Of people who use VIVO have given 4 rating to it. That

Means VIVO has performed as per the expectation. 20% Rated it as Okay and 20% gave 5

star brilliant rating.

9. WILL YOU RECOMMEND VIVO PRODUCT?

Yes NO Can’t Say

6 6 8

47
 Yes
No
Cant Say

INTERPRETATION: - This shows that 30% of people recommend VIVO while 30% don’t

and the majority of 40% people said it’s a subjective matter, they cant say.

10. FROM WHERE DID YOU BUY VIVO PRODUCT ?

ONLINE OFFLINE USED PHONE OTHERS DON’T HAVE

3 2 0 0 15

48
 Onine
Offline
Used Product
Others

INTERPRETATION: - This shows that 60% o VIVO users have bought their phone from

Online store and rest 40% chose offline storess.

11. SCOPE OF IMPROVEMENT

TECHNOLOG PRICE MARKETING FUNCTIONING OTHERS

10 2 3 4 1

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 Technology
Price
Marketing
Functoning
Others

INTERPRETATION:- The result shows that 50% population feel that technology can be

improved, 10% Feel that prices can be revised , while 15% Marketing has scope of

improvement while 20% feel the Functioning Quality needs some improvement and 05%

people have different opinions for design, colors etc.

12. DOES PEOPLE HAVE GOOD REPUTATION OF VIVO?

STRONGLY AGREE INDIFFERENT DISAGREE STRONGLY

AGREE DISAGREE

04 06 2 4 4

50
 STRONGLY AGREE
AGREE
INDIFFERENT
DISAGREE
STRONGLY DISAGREE

INTERPRETATION:- This statement shows that 20% people Strogly Agree that VIVO has

Good Reputation, 30% Just Agree on the same matter, 10% doesn’t have clue while 20%

Disagrees and 20% Strongy Disagrees on the same.

FINDINGS

* VIVO opted very aggressive marketing techniques throughout Across India.

* It made sure no medium should be left for advertising, the result is that every person has

seen Vivo Ads and knows abot VIVO.

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* The Market Reputation due to Chinese Brand affected VIVO but VIVO made sure to use

the tagline Made In India, As VIVO has its own Manufacturing unit in Noida, India.

* VIVO’s Continuous innovation helped them to compete tough India Market and It’s Heavy

branding through Kiosk, Hoarding, Online, TVC and Social Media made sure that audience

knows about the latest innovation and how it can improve their life.

* New Innovation, exceptional after sales service, aggressive marketing and healthy

incentives has today made VIVO, India’s 3rd Biggest Mobile Brand.

* Vivo still can work on Technology and Needs to develop a good reputation in market,

because still many resembles itas a Chinese phone.

5.2 LIMITATION

During the course of survey, there were certain difficulties which are worth to be considered

as limitation of study.

1. Busy Schedules of the Respondents: - It is difficult to get time of the respondent

couldn't fill their questionnaires instantly owing to pre sure at work front and time

constraints.

2. Limited Number Of Respondent: - Since I have taken this responds from the

trainees and there was limited no. of trainees from different firm.

3. More Time Consumption In Study: - Marketing Strategy is a continues process and

It’s research takes a lot of time and searching of data is typical task also, it is not

possible to take large sample due to less time and other limits.

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4. Biasing Of Information: - Certain amount of unwillingness is displayed by some

respondent in answering the questionnaire as they believe, these kinds of surveys has

not practical utility.

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 CHAPTER 5

CONCLUSION AND SUGGESTIONS

Has to Be Written

54
BIBLIOGRAPHY

 – PHILIP Cooper, R. (1997). “Applying emotional intelligence in the

workplace”, Training and Development, Vol. 51 No. 12, pp. 31-8.
 Cooper, R.K. and Sawaf, A. (1997). Executive EQ: Emotional
Intelligence in Leadership and Organizations, Grosset/Putnam, New York,
 WORKING WITH EMOTIONAL INTELLIGENCE – GOLEMAN D.
 EMOTIONAL INTELLIGENCE
 www.scribd.com
 www.google.com
 www.wikipedia.com
 www.slideshare.com

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