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    Group 5 VIVO PDF

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    Anamika
    Vivo has opened an experiential store in Bengaluru called the Vivo Experience Center which aims to provide customers an immersive experience of Vivo products before purchase. The 3,600 square foot store has retail zones showcasing Vivo's smartphone range. It also offers customer experience enhancers like a library, coffee shop, and nail art studio. Vivo differentiates through this personalized retail approach compared to competitors like Samsung, Oppo, and OnePlus. Promotions for the store launch included celebrity appearances and lucky draws to attract customers.

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    Group 5 VIVO PDF

    Uploaded by

    Anamika
    88 views27 pages
    Vivo has opened an experiential store in Bengaluru called the Vivo Experience Center which aims to provide customers an immersive experience of Vivo products before purchase. The 3,600 square foot store has retail zones showcasing Vivo's smartphone range. It also offers customer experience enhancers like a library, coffee shop, and nail art studio. Vivo differentiates through this personalized retail approach compared to competitors like Samsung, Oppo, and OnePlus. Promotions for the store launch included celebrity appearances and lucky draws to attract customers.

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    Vivo has opened an experiential store in Bengaluru called the Vivo Experience Center which aims to provide customers an immersive experience of Vivo products before purchase. The 3,600 square foot store has retail zones showcasing Vivo's smartphone range. It also offers customer experience enhancers like a library, coffee shop, and nail art studio. Vivo differentiates through this personalized retail approach compared to competitors like Samsung, Oppo, and OnePlus. Promotions for the store launch included celebrity appearances and lucky draws to attract customers.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    88 views27 pages

    Group 5 VIVO PDF

    Uploaded by

    Anamika
    Vivo has opened an experiential store in Bengaluru called the Vivo Experience Center which aims to provide customers an immersive experience of Vivo products before purchase. The 3,600 square foot store has retail zones showcasing Vivo's smartphone range. It also offers customer experience enhancers like a library, coffee shop, and nail art studio. Vivo differentiates through this personalized retail approach compared to competitors like Samsung, Oppo, and OnePlus. Promotions for the store launch included celebrity appearances and lucky draws to attract customers.

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    Experiential Marketing

    VIVO
    Customer Experience Store
    Assignment: 1

    Submitted to: Presented by:


    Mr. Pratik Ghosh Anamika Chauhan
    Bhavya Diddee
    Karina Tuggar
    Navin Kumar
    Sakshi Shukla
    Twinkle Sukhija
    SUMMARY OF
    CONTENTS
    Brand Introduction
    Brand Image & Evolution
    The Vivo Experience
    Vivo Retail Experience
    Competitor Analysis
    Promotions
    Customer Reviews and Feedback
    ABOUT VIVO

    LOVE INDIA, LOVE VIVO


    FOUNDER & PARENT
    TYPE FOUNDED COMPANY
    CEO

    2009,
    BBK
    SUBSIDIARY DONGGUAN, SHEN WEI
    ELECTRONICS
    CHINA
    WINNING FORMULA
    2015
    2014 The sales volume would

    2011 reach 45 million


    worldwide. The annual
    production capacity is 60
    Vivo releases and
    markets its million units. Vivo is now
    smartphone under the among the top
    Vivo started its
    Vivo brand, ranking as Five most profitable
    smartphone
    the 10th top smartphone smartphone
    Business, contrary to its
    brand globally. brands In China.
    landline and wireless
    phones
    Business.
    PRODUCT EVOLUTION
    A BRIEF TIMELINE

    2012 2013 2014 2015


    VIVO created the first VIVO launched world’s VIVO launched world’s
    VIVO created world’s
    Smartphone To first Hi-Fi smartphone first 2K display Hi-Fi music
    Slimmest smartphone
    incorporate a Hi-Fi Integrated with ES9018 smartphone with
    With a totally new
    Chip, resulting in an decoding chip. Extreme display
    Framework of Hi-Fi
    Unparalleled audio performance.
    2.0
    Experience.
    BRAND IMAGE

    .
    Innovative Quality

    Made in India Affordable


    Innovation
    NEW BRAND LOGO

    • Changed Shade of Blue: soothing to the


    eye
    • Chinese Font
    • Simplified lines
    • Sharpened Angles
    • Effort to reflect company’s innovation
    • Appeal to the global audience
    The Vivo
    Experience
    • First experience store in India, at Brigade Road, one of the most
    popular high-street retail hub and business district of the city
    • Spread across 3600 sq. ft. with two floors
    • Both floors have retail community zones that provide customers
    access to the entire range of Vivo smart phones
    • First-hand experience of all Vivo products in an engaging and
    stimulating environment
    • Store is aimed at creating compelling and immersive
    opportunities for customers to experience the products before
    making a purchase decision
    Customer Experience Enhancers
    Vivo has taken the customer experience to the next level, and has provisions not just to enhance the
    customer’s buying experience, but also the post-purchase experience. The customers are provided with a
    VIP card, which they can use for years after making the purchase. The provisions are:

    Chairs to relax while Library Video Games Coffee on the house Provision to host
    examining phones parties/ events

    Professional Foot Electric drum set Home theatre system Free Tempered glass for Free pick up and drop
    Massage Chairs and projector for movie mobile phone service for repair
    screenings
    RETAIL
    EXPERIENCE
    • An experience any customer has in a retail store from the
    point of display to the point of purchase
    • The process a consumer has gone through is a retail
    experience which includes lot of factors:
    ➢ Display of stocks
    ➢ Stock availability of different sizes
    ➢ Stock availability of variety in various categories
    ➢ Staff interaction with the customer
    ➢ Checkout experience
    ➢ Store ambience
    VIVO’s RETAIL EXPERIENCE (1/2)

    • Experience Center:
    Spread across 3,600 sq. ft. with two floors

    • Display of stock: minimalistic with 10 target products


    as per audience footfall

    • Stock availability:
    Z, Nex series and some of the latest Y series of
    smartphones with both the variants 6GB+60GB and
    6GB+128GB of storage

    • Staff interaction with the customer:


    ➢ Polite, Interactive
    ➢ Delivered the details of the product well
    ➢ Offered options
    VIVO’s RETAIL EXPERIENCE (2/2)

    • Checkout Experience:
    ➢ In store signage
    ➢ billing process: card machine, online payment system
    all accepted

    • Store ambience:
    ➢ Form : Neat & minimal
    ➢ Colour : white, blue and black, with touch of green
    ➢ Interior : Modern & straight
    ➢ Lights: White light, black lit panel around shelves
    ➢ Material used for shelves: Glass and acrylic
    ➢ Marked out customer pathway around the store
    ➢ Aerated store design and layout
    Experiential Marketing

    Any form of customer Focused Marketing activity that creates a


    connection to customers.

    “ Dazzle their senses, touch their hearts and stimulate their needs”.
    Components Of Experiential Marketing

    Sensorial Emotional Cognitive Relational

    • Hearing
    • Moods • Thinking • Social context
    • Touch
    • Feelings • Conscious • Real
    • Sight • Experiences • Mental Process • Imagined
    • Sense
    VIVO COMPETITORS

    .
    Samsung Oppo

    One Plus Xiaomi


    HOW IS IT DIFFERENT FROM ITS COMPETITORS ?

    1. Personal Customer Experience


    2. Real Time Phone Experience
    3. Helpful Staff
    4. Use Coffee Shop and Library Anytime
    5. Can Host Parties
    World's First Vivo Brand Concept Store - Sea World, Shekou, Shenzhen

    https://v.qq.com/x/page/x085268mid4.html?start=135
    http://shekoudaily.com/blog/grand-opening-of-worlds-first-vivo-brand-concept-store--sea-world-shekou-shenzhen.html
    PROMOTIONS
    LAUNCH OF THE EXPERIENCE CENTER

    Mr. Kenny Zeng


    “VIVO’s commitment for creating and
    letting consumers experience before
    purchase”.

    Mr. Keng (Chief Marketing


    Officer of VIVO) LUCKY DRAW
    & Winner got a brand new VIVO V7
    Kannada movie cine star phone
    Sruthi Hariharan
    STRATEGIC PLACEMENT OF EXPERIENCE CENTER

    Why Brigade Road? “VIVO road”


    Biggest commercial centres Brigade road turns to
    and “VIVO Road”
    Busiest shopping areas during major festivals

    In front of One Plus No worries about Service


    As a part of
    marketing strategy
    Centres
    Free tempered glass
    Also provides phone services
    Ways of Promotions

    Fully Furnished
    First Floor The Library The Nail Art FAN Club

    To create a social,
    Take away home
    meet and greet
    books Fun at Exciting prizes
    environment
    Comfortable sitting Fingertips and
    open to all
    and Every Saturday hampers
    from 10 am - 10 pm,
    reading zone
    7 days a week
    The Nail Art VIVO Fans Club VIVO Coffee Zone
    CUSTOMER FEEDBACK & REVIEWS

    Researcher
    CONCLUSION

    • The old model of running of a business can not work


    • Every company has to come up with something new
    • Now goods/ services/ prices no longer a differentiator
    • Customers looking for value enhancing memorable
    experiences
    • Brands need to stand out and not lag behind
    • Adaptation to the changing environment
    V I V O EXPERIENCE STORE BENGALURU

    Presentations are
    communication tools that
    can be used as
    demonstrations, lectures,
    speeches, reports, and
    more.
    THANK YOU

    For your patience

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