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Jeet_34.pdf

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8% Overall Similarity
The combined total of all matches, including overlapping sources, for each database.
4% Internet database 0% Publications database
Crossref database Crossref Posted Content database
6% Submitted Works database

Excluded from Similarity Report

Bibliographic material Quoted material
Cited material Small Matches (Less then 8 words)

Summary
 PROJECT ON :

HOW VIVO’S MARKETING STRATEGIES HELP IT DISRUPT

INDIAN SMARTPHONE MARKET

T.Y. BCOM (HONS)

SUBMITTED BY
JEET THAKKAR

PROJECT GUIDE
C.A. SWATI GUPTA

1
SR PARTICULARS PAGE
NO. NO.
1. INTRODUCTION TO ORGANIZATION

2. OBJECTIVE OF MY STUDY

3. INDIAN HISTORY OF VIVO

4. WORK CULTURE

5. MISSION , VISSION , CORE VALUES AND OUR

VALUES

6. ORGANIZATION STRUCTURE OF VIVO COMPANY

7. MARKETING STRATEGY – 4 P’S

8. ADVERTISING IN RETAIL

9. 3C REPORT

10. SWOT ANALYSIS

11. COMPETITORS

12. PESTEL ANALYSIS

13. LITERATURE REVIEW

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14. BCG MATRIX

15. SUGGESTIONS

16. PRODUCT LIFE CYCLE

17.. DATA ANALYSIS AND INTERPRETATION

18. CONCLUSION\

19. BIBLIOGRAPHY

20. ANNEXURE

3
INTRODUCTION TO THE ORGANIZATION

• Vivo is a well-known international smart phone company that specializes

in launching devices with exceptional looks, high-quality audio, and quick
and seamless user experiences. 2009 saw the establishment of Vivo as a
BBK Electronics subsidiary. With landline and wireless phones, the brand
8
joined the consumer electronics and telecommunications sectors. Vivo
began producing and selling its own line of smart phones in 2011. 2014 saw
Vivo join the Indian market.

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• At the moment, Vivo employs 20,000 operators, and four R&D facilities
located in Dongguan, Shenzhen, Nanjing, and Chongqing house 3,000
engineers. From the creation of hardware to software (the Fun Touch OS

4
 for Android), Vivo has created a comprehensive and long-lasting
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ecosystem.

WHY IT WAS SELECTED?

The phone world has changed a lot! People used to just have regular phones,
but now smartphones are the big thing. This means folks have different
ideas about what they want from their phones. So, to figure out what people
want and how to make better phones, I didn't just look at how Vivo sells
their phones. Instead, I checked out what other phone companies are doing
too. I wanted to understand what's going on in India with phones, not just
what Vivo is up to. By comparing Vivo's phones with others, I could see
how Vivo is doing in the market. I also looked at where Vivo's phones are
being sold and how well they're doing there. This helped me get a good
picture of what Vivo is doing right and where they might need to improve
to sell more phones. So basically, I didn't just focus on Vivo; I looked at the
big picture to understand how Vivo fits into it all.

5
Objective of my study

• To comprehend the Vivo Company's marketing approach.

• To comprehend the marketing mix that Vivo uses.

• To comprehend how consumers perceive smartphones

• To improve my understanding of marketing with the aid of this

assignment.

6
• To comprehend the marketing strategies employed by the Vivo Company

• To comprehend the vivo company's distribution methods.

• To acquire knowledge that is applicable in the real world of business.

• To get more knowledgeable about the work environment and take on

professional conduct.

• To develop your ability to innovate and accomplish the organization's

primary goal.

1
INDIAN HISTORY OF VIVO

Released in India in December 2014, the X5 MAX was dubbed the "world's
slimmest phone." Its head office is in Delhi. Since building is currently
underway in Gurgaon, Delhi, Vivo will soon be made there. It intends to
capture 6-7 percent of the Indian market by 2017, and in only three months,
it has already taken up 21% of the market there.

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TYPES OF ORGANIZATION

The industry has entered the smartphone age, and as a result, customer
perceptions and expectations of mobile devices have shifted dramatically.
To address this, BBK introduced the "vivo" smartphone brand, which would
serve as the centrepiece of their next marketing campaigns. Serving as a
corporate brand for the new Vivo brand, BBK has a solid track record of
production skills and consistent quality. These days, Italian opera is
growing more and more popular, and we can never express how astounded
and fascinated we are by the masterworks of artists like Puccini and Verdi.
Thus, the term "vivo" has been employed, adding connotations like the
vitality and similarity of extraordinary artists to vivo.
Simply said, vivo not only conveys "dynamics and vitality," but it also
conveys our sincere admiration for heroes, works of art, and similar
creations. The first reaction we get when we see the birth of is its simple yet
archaic sound.

8
WORK CULTURE

Workplace culture has a significant impact on bringing out the best in

workers and keeping them on board for a longer period of time. In order to
prevent employees from interfering with one another's job and instead focus
on their own, the business must provide a good environment for them. They
have a really pleasant and helpful staff. All primary and secondary services
offered by other companies are provided by them. They know what's new
in technology. Compared to other companies, I prefer to visit this one. This
is a good vivo company. An organization's culture is its system of values,
beliefs, and behaviours among its workforce. It evolves throughout time
and is transmitted to the following generation of workers. It also reflects the
values of organizational leadership.(For instance, "10 Things we know to
be true," "You can be serious without a suit," and "The need for information
crosses all borders" are the cornerstones of the Google working culture.
Within a culture, there exist subcultures in addition to the general culture.

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1
Organization Characteristics of a work Culture in Sadguru Vivo
mobiles:
• There is friendly interaction amongst employees.

• Workers receive the same treatment.

• Encourage the staff.

• The MBO system is used.

Encourage team-building exercises as a means of strengthening staff bonds.

MISSION

• They promise to give customers really good stuff and services.

• They vow to make a nice and friendly workplace for their workers.
• They offer a fair deal to their business buddies, where everyone
benefits equally.
• They pledge to give shareholders better returns on their investments.

CORE VALUE
“Vivo India general business principles describe our group’s core values,
responsibilities and the principles and behaviour by which we do business”

10
 VISION
“To become a healthy world
–class enterprise for long”

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VALUES

Vivo India employees share a set of core values:

• Being honest and doing the right thing (Integrity).
•Working together and supporting each other (Team Spirit).
•Making sure their products are really good (Superior Quality).
•Always trying to learn and improve (Sustained Learning).
•Putting customers first and making them happy (Customer Orientation).

STRUCTURE OF THE COMPANY:

CEO

6
Obligations of the establishment Depending on the legal structure of the
company, the board of directors or another authority may appoint the CEO
or MD. They are usually codified in an official delegation of authority and
1
might be very broad or very narrow. The CEO/MD typically serves as the
director, decision-maker, manager, executor, and leader. The press and the
6
general public, in addition to the management and staff of the organization,
6
can all be involved in the communicator function; high-level decisions
regarding strategy and policy are part of the decision-making role. As the
company's head, the CEO or MD inspires staff, provides advice to the board

11
of directors, and promotes change inside the company. in the capacity of
manager.

TYPES OF SERVICES PROVIDED BY THE ORGANIZATION

• In 2012, OPA2604 amplifying power was integrated into the world's first
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Hi-Fi smart phone, the X play. The world's first Hi-Fi smart phone with an
inbuilt ES9018 decoding chip was the Vivo X3 in 2013.

14
• The Xplay3s, a 2K display Hi-Fi music smartphone with exceptional
display performance, was released in 2013.

• The world's thinnest smartphone, the X5Max from 2014, features a

completely new Hi-Fi2.0 foundation.

12
• In 2015, the ultra-slim and highly hi-fi variant X5Pro was released.

• In 2015, Vivo India opened its first production facility in Greater Noida
as part of the Made in India initiative.

20
• In conjunction with the start of the VIVO IPL 2016, Vivo India introduced
the V3/V3Max with a Faster Fingerprint Unlocking System and Camera
Capture.

8
•2016, the V5/V5Plus, the first 20 MP Moonlight Selfie Camera in the
world
Vivo chose the route of globalization and advanced, becoming accredited
in more than 100 nations and regions since 2011. Vivo is currently available
in the Philippines, Vietnam, Thailand, Malaysia, Indonesia, and India.
service locations all throughout the nation. One of the Indian companies
with the quickest growth is Vivo.

Vivo has actively participated in some of the most well-known properties,

including the top events of television, because it values diversity and
innovation in India.
8
Raja Bharati. As a new brand to the Indian market, Vivo is committed to
connecting with every individual in every state, which heightens the level
1
of work required to instill the brand in the minds of consumers. Vivo hopes
to form more partnerships of this kind in the future to raise brand awareness
among Indian consumers.

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1
MARKETING STRATEGY

4P’s OF MARKETING MIX

Before putting a marketing plan into action, a store needs to do planning,

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research, and analysis. The four Ps of marketing—Product, Price, Place,
and Promotion—make up the mix, which is the foundation of any
marketing strategy. Retailers typically use a blend of different promotion
mix components to accomplish their business and promotional goals. Each
advertising method's degree and kind of use are determined by the retail
company's goals, the product, the market, and the resources that are
15
available. Small shops typically rely on point-of-purchase materials
supplied by the manufacturers of the goods. Retailers should choose a
promotion mix that complements their intended shop image and offers
opportunities for

14
 Promotional strategies can be contrasted based on the level of control,
adaptability,
1
THE FOUR IMPORTANT TYPES OF MARKETING MIX ARE
DISCUSSED BELOW

1. ‘Product’ Mix
Each company consist of many product lines. A company's "product line"
is the range of goods it manufactures or carries in store. It's a large category
of goods with comparable features and intended applications. The
collection of all the goods that a business sells is known as its product mix.
It speaks about the breadth, depth, and consistency of a company's product
1
lines—the number of goods in the line.

The various product are:

(i) Introducing new goods on occasion
(ii) Modification of Current Products
(iii) Cut a line out completely or lessen the variety inside it
(iv)Trading Down
1
(v)Life cycle management of products

The retail product mix serves as a tool for creating a store-specific

1
promotion plan based on the target market that needs to be targeted. After
determining the target market and developing a positioning strategy,
merchants use a variety of product mix techniques to connect with
customers. A store's reputation is another goal of these initiatives. Retailers
typically use a variety of strategies to accomplish their business and
promotional goals. The goals of the retail business, the nature and extent of
each promotion method's use, and the product

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 2. The ‘Price’ Mix

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One of the most significant factors in retail purchasing decisions has always
been price. It is the element that elevates or detracts from a retail
establishment. It can be changed the quickest and easiest of all the elements.
Pricing aids in an organization's goal achievement. This is especially
important for new players in the market, who must first build a brand before
reaping the rewards of rising sales as their brand gains traction. The primary
motivator for a customer to visit a specific store is price. A pricing plan
needs to be stable over time and take into account the overall positioning of
the shop, sales, profitability, and a suitable rate of return on investment. The
best price isn't always the lowest one; often, the ideal price is the one that
is most responsibly priced.
36 3
In order to maintain their market position and thrive, merchants must
prioritize cash flow, profitability, and overall growth. However, price
cannot be decided upon in a vacuum. The establishment of the retail price
3
takes into account both costs and operating expenses equally. Because
servicing pricing adheres to the "doctrine of pricing of goods," it can be
either market- or cost-based. This includes pricing that is focused on
competition, consumers, government regulation, or profit. Prior to really
deciding on pricing, a few factors must be taken into account. customer
opinion, the product's life cycle stage, the tactics of competitors, and overall
It is necessary to take into account the product's market position and
marketing plan.

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3. The ‘Place’ Mix

The vendor must remember that his "product" needs to be accessible close
to the point of consumption in order for customers to purchase it with ease.
Should the customer's favorite brand be difficult to get in a handy place, he
may choose to purchase a different brand within the same product category.
As a result, the store must make sure that the desired customer base can
always find the goods. Place is made up of two main parts: physical
distribution (logistics management) and marketing channels. Channel
decisions need a long-term resource commitment and have a significant
impact on the marketing mix's components. Since the intermediaries in a
channel network are separate, sometimes contractual entities, it is important
to consider their requirements while assessing the available channels. To
get the most out of marketing activities, there needs to be a great deal of
coordination between the many channels. A strong distribution network is
3
crucial to the success of marketing initiatives. Transportation, warehousing,
material handling, bulk packing, and other activities are part of physical
distribution. Intermediaries are involved in some of these activities. To
achieve the best possible outcomes from marketing operations, there needs
to be a great deal .

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 4. The ‘Promotion’ Mix

A strong distribution network is crucial to the success of marketing

initiatives. Transportation, warehousing, material handling, bulk packing,
and other activities are part of physical distribution. Intermediaries are
involved in some of these activities. To achieve the best possible outcomes
from marketing operations, there needs to be a great deal ofThe merchant
should choose the right promotional mix, which consists of public relations,
personal selling, advertising, and sales promotion, after determining the
budget. While merchants with no financial restrictions may employ print or
broadcast media for their sales promotion efforts, small businesses with
limited resources may use store displays, hoardings, direct mail, flyers, and
other strategies to draw in customers.The retail promotion mix differs from
country to country and from retailer to store based on factors including
financial availability, competitive dynamics, and technological
advancements.
Retailers create a promotional mix in accordance with their store's goals,
which may include publicizing special events, positioning the company,
drawing in consumers, boosting sales, getting rid of seasonal inventory, and
teaching the public about the company and its products. Retailers typically
use their promotional budgets to create campaigns for advertisements and
for other activities aimed at promoting sales. A retailer can advertise its
products and services using a range of sales promotion techniques. As a
result, the retailer's advertising mix should fit the intended shop image, be
affordable, and be adaptable enough to change as needed.

These various promotional vehicles may by compared on the basis of

following issues:

1
(i) Cost of the method

(ii) Its reach

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(iii) Degree of flexibility

(iv) Credibility

ADVERTISING IN RETAIL

Establishing a store is not as vital as promoting a brand. In order for

customers to be aware of a brand, brand awareness must be developed. In
order to impact customers' purchasing decisions, retailers need to make a
concerted effort to convey the brand's USPs. Put another way, commercials
assist consumers in determining which brand a specific product is
associated with .In order to promote a brand and raise public knowledge of
it, advertisements are essential. They aid in forming a mental image of a
specific brand or product in the eyes of prospective buyers. Brand
positioning is another term for this kind of mechanism.

What is advertising?

Advertising is a tool used by people or businesses to draw attention to the

advantages and USPs of a good or service in an effort to change consumers'
purchasing decisions. It encourages consumers to purchase a certain brand
by helping to cultivate a favorable perception of it in their minds.
Advertising's Function in Retail

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•The shopkeeper works hard to promote his brand among the public through
a variety of promotional methods in an effort to get people to visit the store
more frequently.

• Customers enter the store as a result of advertisements. They serve as a

driving force behind customers entering the stores. The proper message
must be communicated in an effective manner, and the advertisement must
appeal to consumers. It should appeal to end users and be a visual feast.
Taglines are used in advertisements to most effectively raise awareness of
a good or service.

•For the tagline to have the desired effect, it must be succinct and powerful.

• Keep the tagline short to avoid negating its effect.

• It must be memorable.
• It should be easy to commit to memory.

An individual knows he needs to go to a "Nike Store" the moment he hears

the song "Just Do it."
That is why having a tagline is important.

Modes of Advertising
• Nothing is more effective than using billboards, hoardings, banners, and
signboards to promote a brand in well-chosen locations such as bus stops,
train stations, busy areas, busy intersections, around movie theaters,
residential neighborhoods, and so on. Another name for this type of
advertising is "out of home" advertising. A strategy for influencing people
when they are not at home is out-of-home advertising. The hoarding needs
to be put up at a height where everyone can see it, even from a

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distance.Make sure it draws people's attention as they pass by and
encourages them to come into the store.
It should provide the information in the intended form and be kept simple
so as not to confuse the clients.

3C Report

(Company, Competitors & Customer)

COMPANY PROFILE:
Established in 2009, Vivo is a smartphone company based in China.The
company's main office is in Dongguan, Gaungdong, China.In China, its
market share is 40%. It operates in numerous nations, including China,
1
Indonesia, Thailand, India, Malaysia, and Myanmar. It arrives in India in
2014, and on March 12, 2015, it introduces its product in Bhubaneswar.It
acquired 6% of the Bhubaneswar market in just three months.

The promotion team is our immediate operating team, and our company
lead is Mr. SatyakamPanda, the firm's event manager.

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Product Positioning

Vivo produces sleek smart devices with high-quality audio, vivid visuals,
targeting active, youthful, and stylish urban demographics.

Vivo aims for excellence and consistently brings surprises.

The market is divided into 5 zones by Vivo: Dhammankar Naka, Kalyan

Naka, Anjurfata, Mandai, and Other Areas.

Each zone has a promotion team comprising a team leader (TL) and
promotional executives.

Vivo positions its products using marketing staff and techniques like
canopies, mascots, and arc gates at large shopping centers and universities
across the five zones.

DISTRIBUTION CHANNEL OF VIVO:

Distribution: Using middlemen to transfer a product from its point of
manufacture to consumers is known as distribution.
10
The group of interconnected businesses that work together to make a good
or service accessible for use or consumption is known as the distribution
channel. It refers to how goods and services are delivered to the final user,
or client. Every business needs a distribution channel to be successful. A
more robust distribution network boosts revenue, draws in clients, and
fosters brand loyalty while preventing channel conflicts.

22
Vivo has an extremely effective distribution network. Vivo employs a three-
tiered channel, with the regional office, distributor, and retailer at the top.

Direct Marketing Simplified

Direct marketing is like a personalized conversation between a company
and its customers. It uses different ways to reach out to people directly and
get them to act, like making a purchase or signing up for something. Here's
what direct marketing is all about in simple terms:
What is Direct Marketing? Direct marketing is when companies use ads to
talk directly to customers. They want people to do something right away,
like buying a product or signing up for a service. It's different from other
types of marketing because it skips the middleman, like TV or newspapers.
Key Features of Direct Marketing:
Direct Communication: Companies talk straight to customers without any
middle steps.
Call-to-Action: They ask customers to do something specific, like buy a
product or sign up.
How Direct Marketing Works:
Reaching Out: Companies use different ways to reach customers, like
emails, letters, or ads.
Getting a Response: They want customers to do something after seeing the
ad, like buying a product.
Keeping Track: Companies keep a record of who responds to their ads for
future reference.
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Vivo Direct Marketing:
Vivo, a phone company, uses direct marketing in different ways to connect
with customers directly:
Catalog Marketing
Kiosk Marketing
Television:

24
KIOSK MARKETING

• Kiosk: a compact, transient, standalone device used for marketing at

locations with plenty of foot activity.

• One or two people often staff a kiosk to assist draw attention to it and draw
in new clients.

• The word refers to fresh stalls, beverage stands, and freestanding carts
whose sellers offer a variety of goods.

25
11
MARKETING AREAS OF VIVO MOBILES

•Vivo arranges daily marketing kiosks in front of several mobile outlets at

various BHIWANDI locations.

1
•Drew a large number of visitors who stopped by the kiosk to learn more
about the Vivo smart phone.

Vivo has set up a marketing kiosk in campuses, thus it is also aiming its
marketing at college-age individuals.

•Increasing sales and raising product awareness are the goals of this.

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26
DIRECT MAIL MARKETING

Direct mail marketing and email marketing are types of advertising that aim
to reach specific individuals. They use lists of names to increase the chances
of getting a response.

27
PROMOTIONAL MARKETING

Indian premier league

Even though China isn't a big fan of cricket, Chinese smartphone
manufacturer Vivo excels at the sport in India.

Six times more than the previous contract, the company paid Rs2,199 crore
32
($315 million) to purchase the Indian Premier League's (IPL) title
sponsorship for the 2018–22 season.And it appears that the staggering sum
of money spent on the cricket competition is already paying off.

Vivo achieved its "best ever performance in India in Q1 2019 (January-

March 2019), shipping more than 4.5 million units," according to a press
release released on April 26 by Canalys, a market research firm with
headquarters in Singapore.In India, Xiaomi remained the market leader for
the first three months of 2019, with Samsung following closely behind.

28
 According to the statement, Vivo more than quadrupled its sales in the first
quarters of 2018 and 2019, despite the meager 2% increase in overall
shipments reported by the Indian smartphone industry.
29
According to media, content, and technology agency Wavemaker Mesh, the
brand has become the talk of the IPL this year thanks to the #VivoIPL
hashtag. Additionally, it engaged with the 700 million+ viewers of the IPL
by hosting the #PerfectFan campaign, where victors had the opportunity to
win match tickets every day.
But expansion won't be that simple after the IPL season. "(Vivo) faces a
fierce competition in 2019 as Samsung's new offensive with the new M
series and Oppo's sponsorship of the Cricket World Cup threaten to stifle
momentum," research director Rushabh Doshi stated.

29
SWOT ANALYSIS

STRENGTH
1. Vivo has made a strong name for itself in South Asian markets.
2. Vivo maintains its reputation as a cheap brand by providing a choice of
devices at varying price points.
3. Vivo has successfully penetrated the Indian market through sponsorship
and visibility.
4. It is produced by its parent firm, BBK Electronics, which also owns
brands including Oppo
5.Vivo has been connected to major athletic occasions such as the Indian
Premier League.
6. Vivo is regarded as a cutting-edge company
7. It was the first phone to be released with a HiFi Chip.
8. More than 350 cities are home to Vivo outlets.
9. It is available in seven foreign markets.
10. Vivo prioritizes R&D
11. Vivo maintains manufacturing plants in India, Indonesia, and China.

Weaknesses
Limited Brand Awareness: Vivo lacks widespread recognition. Its main
appeal lies in affordability rather than brand recognition. [1]
Perceived Similarity: Consumers often view Vivo as similar to other brands
like Oppo and OnePlus, diminishing its distinctiveness.

30
Opportunities
Premium Smartphone Development: Vivo can venture into high-end
smartphone production to directly compete with industry giants like Apple
and Samsung.
Rebranding and Diversification: By reshaping its image and targeting a
broader customer base beyond price-conscious consumers, Vivo can
expand its market reach.
Global Expansion: There's substantial untapped potential for Vivo in
markets like the US and Europe, providing opportunities for growth and
market penetration.
Threats
Price-Driven Competition: Intense competition in the mobile sector based
on pricing poses a threat to Vivo's market share and profitability.
Regulatory Challenges: Adherence to local government regulations and
policies can create obstacles for Vivo's operations and market expansion
efforts.

TOP 5 COMPETITORS

SAMSUNG
Vivo is among the most well-known brands in China and India. BBK
Electronics, the same company that owns Oppo and OnePlus, also owns
Vivo. The flagship model offered by Vivo is the V series. The Vivo V9 was
its most recent flagship model. Although it costs the same as the OnePlus
5T, it lacks some of the phone's flagship features. The greatest smartphone
manufacturer in the world is Samsung. In comparison to Vivo, it's the finest
of the best. The greatest flagship features available on any phone are found
in its most recent flagship, the Galaxy S9. The greatest phone camera
available at the moment. It's also incredibly quick and visually appealing.

31
Vivo — Changes the phone marketing system by introducing high quality
phones in less price.

Samsung — Changes the phone itself.

OPPO

1.High rate of commission compared to other smartphones like Samsung ,

LG and other offline market comp

2.Retailers are paid by these comanies to put their hordings on to there shop
from this retailer have 2 benefits first is they get money and second is their
shop looks good

3.Retailer gets packages to travel around the globe if they increase their sale
and get charged by these companies

32
ONE PLUS

Comparing Oppo and Vivo is same as comparing a Gel pen with a Ball pen.
Both Vivo and Oppo are subsidiaries of parent company BBK electronics.

The only thing that separates Oppo and Vivo are pricing and camera. Vivo
manufactures phone for almost every kind of user, ranging from 5000 to
20000 INR approximately, whereas Oppo produces phones somewhat in the
range of 10000 - 40000 INR.

So, Oppo serves the users who can buy phones in medium and high price
range and Vivo serves the people who can buy in low price range.

Vivo and Oppo have both placed an excessive amount of emphasis on the
camera while keeping other aspects basic. However, when we compare, the
Oppo Find 7 has the best 50 MP camera and costs about $37,000, while the
Vivo V5 Plus costs only $19,000 to $22,000 and has a less effective camera
than Oppo phones.

However, the truth is that both phones are used to test the newest features
available on the market, with the finest ones being included into their other
brother.

33
ONE PLUS, who produces high price range and high end premium
smartphones. We can see how good the OnePlus phones are, the latest being
OnePlus 5.

XIAOMI

Since you didn't specify which Vivo and Xiaomi models you wanted to
compare, we'll assume that you want to compare both of these smartphone
manufacturers.

With its smartphone launches, this Chinese company has prioritized

features like a powerful battery, multitasking, a distinctive user interface
(MIUI), and a robust build. A smartphone that is a need if you want an all-
arounder.

The poor camera quality on Redmi phones is the only thing that makes them
somewhat subpar. Personally, I don't think this allegation is entirely valid

34
because their cameras are excellent for the price range in question. For this
reason, Redmi phones could let you down if you utilize your camera a lot.
Redmi phones are equipped with two SIM slots, a good battery life, ample
storage, and an overall positive user experience—basically everything a
typical user could ask for. If you want the aforementioned features, I would
without a doubt suggest Redmi phones to you.

APPLE

Not a replica, but a ripoff. In terms of production capacity and quick

34
prototyping, Asian manufacturers are superior to Apple. Apple puts a large
portion of its profits back into research and development to create best-in-
class products. Conversely, it has been established that Asian manufacturers
such as Oppo, Vivo, OnePlus, and others have a strong chance of success
with this kind of design. But keep in mind that they are merely copying the
designs—they are not taking the technical design drawings.

It's not like R&D is lacking at Vivo. Numerous breakthroughs, including as

the first-ever under-display fingerprint scanner seen in the Vivo X20 Plus,
are attributed to Vivo. The selfie camera's facial attractiveness mode was
the first

35
created by Oppo. Our perception of the brand is diminished by the
ostentatious advertisements we see all around us.

Vivo's Fun Touch OS software department also shares many similarities

with iOS, including as the home screen layout, icon style, control panel
drawers, recents, and animations. However, the Vivo developers have put
in a lot of time and effort to create an operating system that may have a
high-quality user interface and optimal software optimizations.

36
PESTEL ANALYSIS

Political factors

Regulatory issues are widespread. The government has one perspective

about how telecoms should be managed. Another is owned by the whole
17
public. Internet and wifi are basics of daily life. Consumers want the
government to acknowledge the internet as a fundamental human right. It
is required for a variety of occupations and educational purposes. Even the
application procedure for a job is done online; you must visit the employer's
website and upload your resume to their server. Net neutrality is a hotly
debated topic. Customers believe that the government and service providers
should treat data and the internet equally. For example, because of net
neutrality, service providers would be unable to limit bandwidth and
internet speeds.
Economical factors

Interest rates, inflation, and taxes all have an influence on the

5
telecommunications industry. Costs have an influence on the costs for each
plan offered to consumers. Building resources and towers in remote areas
5
is costly. It impacts clients who do not live in huge cities. As more
residences are built, there is a greater need for telecommunications
resources.

SocialFactors

The expansion of telecommunications is facing challenges, especially in

rural areas where it's hard and costly to grow. People in these areas have
few options for internet, mobile, and TV services because big companies
dominate the market. These services are crucial for everyday life, like
staying connected with friends, using social media, shopping online,

37
 finding jobs, and more. Telecommunications has become essential for most
people. Costs can go up based on where you are, how many users there are,
5
and how much people want these services. The industry's growth depends
on what customers want and new technology. Businesses use phones and
the internet to advertise, reaching people worldwide through digital
campaigns, social media, and online ads. This has led to more jobs in
telecommunications. Customer service reps help people with problems
using live chat. Professionals like writers, media managers, marketers,
5
graphic designers, and programmers are in demand to create websites and
manage online campaigns. The demand for services that are easy to use and
available 24/7 is increasing.

Technological factors

Telecommunication needs are constantly changing. Phone companies have

shifted from using copper wires to fiber optics for better connectivity. With
phones becoming smaller, the industry is moving towards wireless
technology. Smartphones offer features like voicemail, caller ID, and
messaging. Nowadays, people expect mobile internet access, leading to
data being included in mobile plans. Even vehicles like cars and buses now
offer wifi connectivity. This growing demand for connectivity has led to
increased investment in businesses that drive advancements in computers,
smartphones, and laptops. As technology evolves, the telecom industry
adapts to meet the changing needs of consumers, ensuring that they stay
connected wherever they go.

38
Legal factors

Regulation often impacts the telecommunications industry, especially

concerning monopolies, government involvement, and customer rights.
However, the industry has enabled the import and export of telecom
products, like smartphones worldwide, which encourages more progress in
telecom technology.

Telecommunications, or simply telecom, is all about communication over a

distance. Think of it as how you talk to someone far away using phones, the
internet, or even radio signals. Now, let's break down the complicated-
sounding text into simpler words.

"Regulation often impacts the telecommunications industry": This means

that rules and laws often affect how the telecom industry works. For
example, if the government makes a new law about how companies can sell
phones or use the internet, it affects telecom companies. especially
concerning monopolies, government involvement, and customer rights":
This part talks about specific areas where rules can cause issues.
Monopolies happen when one company controls everything, which isn't
good because it can lead to less competition and higher prices. Government
involvement means when the government gets involved in how companies
operate. And customer rights mean making sure that customers are treated
fairly and have the power to make choices. However, the industry has
enabled the import and export of telecom products, like smartphones
worldwide, which encourages more progress in telecom technology": This
part talks about something positive. It says that even though there are
problems with rules, the telecom industry still allows companies to trade
(import and export) products globally, such as smartphones. This helps new
and better technology to develop.

39
 Environment factors
Global warming and climate change might affect how telecommunications
devices are spread out around the world. As technology improves, employees
33
need to adapt to new ways of working. This means that the things we use at
work keep changing. Sometimes, what we used before gets replaced by
something else that's considered "better" – although what's better can depend
on who you ask, like the company making it or the person buying it. The old
version becomes outdated or unnecessary. This could mean that people who
worked on the old version might lose their jobs. Customers expect telecom
companies to give them what they need, and they should. But because the
telecom industry changes so quickly, it's not always easy to know which
technologies will stick around, improve, or get forgotten about. So, companies
have to keep up with these changes to stay relevant and meet their customers'
needs.

In simpler terms, global warming and climate change could change how we use
phones and other devices. As technology gets better, people have to learn new
ways of doing things at work. The stuff we use at work keeps changing too.
Sometimes, what we used before gets replaced by something else that's
supposed to be better. But it's not always clear what's really better because it
depends on who you ask – the company or the person buying it. The old stuff
becomes outdated. This means that people who worked on it might not have
jobs anymore. People want telecom companies to give them what they need,
and they should. But because things change so fast in the telecom industry, it's
hard to know which technologies will stay, get better, or go away. So,
companies have to keep up with changes to stay in business and give people
what they want.

40
41
LITERATURE REVIEW

1. Ms. Arooj Fatima and Dr. Abdul Ghafoor Awan: (2014)

The "young purchase behaviour in selection of mobile phones" is the

focus of this study. Since its founding, the study has concentrated on
how various tactics employed by Pakistani mobile phone companies
affect young people's decisions about which phones to buy. This kind
of study was carried out to determine how different independent
variables affected the purchasing patterns. In order to demonstrate
how marketing strategies—such as service quality, pricing, value
supplied, trust, and switching costs—affect consumers' purchase
behaviours, the study included both male and female respondents.

2. Mesay Sata (2013):

The goal of this research is to look into how people in Hawassa Town
make decisions about "purchasing mobile phone equipment."
According to this survey, consumers consider price to be the most
significant factor when making a mobile phone purchase decision,
with features coming in second. Price also serves as a driving force
behind these decisions. According to the study, mobile phone
vendors ought to Take into account the aforementioned elements to
9
compare the opportunity. This study set out to look at the underlying
elements that influence people's decisions to buy mobile phones.

42
3. Juwaheer, Thanika Devi (2012):

The several elements that "influence on the selection of mobile

phones among young clients" are examined in this article. This essay
examines the deciding elements that influence young consumers'
choices of mobile phones. It presents the empirical results of a
consumer survey on the many aspects influencing the choice of
mobile phones through the use of a questionnaire approach.

The Analysis has shown that when choosing mobile phones, young
users consider price to be a major factor. The analysis's findings also
indicate that perceived brand value and top of mind awareness are
important considerations when choosing a mobile phone. The results
also revealed the features of mobile phones and how the lifestyle of
young customers influences their choice of phones.

43
4. S.M. Hasan: (2011)
The current study aims to explore the different "mobile phone purchase
behaviour" in the state of Uttarakhand. I've discovered that the focus of the
study should be on how satisfied customers are with various mobile phone
models. A total of 306 respondents were conveniently picked from various
parts of the state of Uttarakhand to participate in the study. Conclusion:
Understanding "what the customer thinks" and

The marketer needs to know "what consequently would contribute to his

16
contentment" in order to successfully place the mobile phone. The purpose
of the current study is to evaluate Uttarakhand State consumers' perceptions
of various mobile phone providers. It also intends to knows the consumer's
satisfaction their purchase decision.

5. In 2010, Mridanish Jha

This article aims to "examine the buying behaviour of customers" by
16
contrasting the mobile phone-related behaviours of urban and rural
consumers. This essay aims to highlight the disparities in the purchasing
habits of the urban and rural markets. The study looks at how customers in
rural and urban areas feel about mobile phones. It reports to comprehend
the components as well.
This contrasts the purchasing habits of urban and rural consumers and
influences consumers' decision to buy. The study's conclusions provide
some clear recommendations on how urban and rural consumers behave
while making purchases. Rural consumers' purchasing habits also
demonstrate a shift toward value consciousness. The idea that a marketer
must concentrate on the unmet needs of the consumer before developing its
value proposition is demonstrated by the success of Micromax and Karbon
Mobile in rural markets. These two mobile companies initially focused on
the rural market, offering long battery backups. Because of the high rate of
illiteracy in rural Bihar, print media reach is quite limited.

44
6. Soomro, Hassan Jawad (2009):

In addition to examining how consumers choose brands, this article aims

to "understand the general purchase behaviour of this segment of
consumers." Administrators, practitioners, and academics will get
insight and knowledge from the study's findings regarding how
customers behave toward different mobile brands. The findings showed
that many respondents preferred to buy a mobile device phone with
inexpensive, well-known brand, big screen, camera, and other value-
added features. This study's primary goal was to learn what respondents
with different preferences thought about buying mobile phones and
handsets.
This study is unique in that it looked at young people's opinions
generally about buying mobile phones and came to the conclusion that
preferences for purchases are not influenced by Certain aspects have a
significant impact on customers' decisions, while others have a
negligible effect.

decision to buy. Customers were seen to be expecting a variety of

facilities at the time of the survey. However, the research project does
not address client expectations. Numerous elements are considered to be
selection criteria for mobile phones, according to the research.

45
 7. Dziwornu, Raymond K. (2007):
35
In the Greater Accra Region of Ghana, the "factors affecting mobile phone
buying decision" are detailed in this article. The majority of respondents
who were interviewed utilised the two primary phone brands identified by
the descriptive statistic. The binary logit regression model's outcome
showed that cutting-edge technological aspects like internet browsing and
the robustness or quality of a mobile phone

The two primary elements that are most likely to have a favourable and
9
substantial impact on the choice to buy a mobile phone are handsets.
Using the binary logit regression model, this study examined the variables
12
influencing mobile phone purchasing decisions in the Greater Accra Region
of Ghana. According to the report, the majority of respondents who stated
they planned to buy new phones were men, between the ages of 21 and 30,
single, and had acquired schooling through the postsecondary stage. The
12
study also reveals that advanced technology features and the robustness or
quality of mobile phones are the two primary elements that have a major
impact on mobile phone purchases in the study area.

8. S. Sukumar (2006)
The current study aims to investigate how "consumer awareness connects
to the utilisation of mobiles" in a descriptive manner. The study comes to
the conclusion that there is a correlation between mobile awareness and
socioeconomic characteristics. The majority of users wanted their phones
to be water resistant and to have more features; they also wanted their
phones to be free of issues and have less negative effects on their health.
But given the current competitive

Getting the satisfaction of customers is a difficult task. The Indian mobile

market uses a variety of cutting-edge, novel approaches to manage its
customers.

46
The promotional strategies are probably implemented Free or inexpensive
accessories, affordable prices, a service centre and replacement parts
availability, a mobile insurance plan, a mobile safety locking system, a
mobile exchange system, the best possible customer support, etc.

9. Judy Drennan, Rebekah Russell-Bennett, Lynda Andrews (2012)

investigated how consumers perceive the value they derive from using
smartphones on a daily basis and how mobile marketing, or m-marketing,
may enhance these perceptions. The findings include methods for
customising m-showcasing processes to enhance buyers' perceptions of the
worth value provided by their astute phones."
10.Kotler and Armstrong (2001)

state in their hook that age, salary, perception, and adaptability are the
primary variables that differentiate one consumer from another. Due to
this demographic diversity, marketers are better able to evaluate how
their products are perceived by their target audience, and customer
segments are created as a result.

47
18
BCG MATRIX

The BCG matrix, also known as the Growth/Share Matrix, is a tool made
by the Boston Consulting Group. Its purpose is to help companies plan for
the future. By looking at all the products a company sells, it helps them
decide which ones are doing well and which ones need some work. This
13
helps the company figure out where to put their time and money. The
BCG matrix divides products into four categories: stars, cash cows,
4
question marks, and dogs. Stars are products with high growth and high
market share, cash cows are products with high market share but low
growth, question marks are products with low market share but high
growth potential, and dogs are products with low market share and low
growth. By putting each product into one of these categories, the company
4
can decide what to focus on. They might want to invest more in stars and
question marks to help them grow, while maybe cutting back on dogs or
improving them. This way, the company can make smart decisions about

48
where to spend their resources to make sure they stay successfu

28
Dogs: These are products that have low growth potential and a small
market share. They might not be performing very well in the market
compared to other products.
19
Question marks or Problem Child: These are products situated in high-
growth markets but have a low market share. They have the potential to
grow but face challenges in gaining a significant portion of the market.

49
 23
Stars: Products in this category are positioned in high-growth markets and
have a high market share. These products are performing exceptionally well
and have the potential to continue growing.
27
Cash cows: These products are in low-growth markets but have a high
market share. While they might not have much room for growth, they
generate significant revenue due to their dominant position in the market.

50
SUGGESTIONS

1. SUGGESTIONS ON PRODUCT :
Vivo should put quality first, innovate to set its devices apart, and focus
on the intricacies of both design and functioning if it wants to improve
the range of products it offers. It is essential to spend money on R&D to
create better technology and user experiences. Vivo can differentiate
itself further by enhancing photographic technology and guaranteeing
unique, fashionable looks. Vivo needs to produce 5G-capable
smartphones faster in order to be competitive as the 5G era draws near.
Vivo can increase brand loyalty, draw in more customers, and solidify
its place in the market by concentrating on these factors.

2. SUGGESTIONS ON PRICE:

When releasing new models, VIVO has the ability to slightly reduce the
cost of its older versions. In order to change consumers' perceptions of
VIVO mobile phones as being expensive and having low configuration,
2
the company needs to improve the quality of their phones to the point
where it is commensurate with their pricing.

3. SUGGESTIONS ON PLACE :

In order to improve brand impression through offline channels, Vivo

should strategically manage its exclusive stores by decreasing expansion
in lower-tier cities and increasing presence in first-tier cities. Rebranding
a store to project an elegant, upmarket image is essential to dispelling any
negative brand connotations. Providing retail employees with extensive
training guarantees excellent customer service. Enhancing customer
satisfaction through prompt repairs, fair fees, and upbeat attitudes is known
to improve after-sales service. Online sales channels ought to continue
being attentive, timely, and well-packaged. Providing kind, complimentary
presents like phone accessories can increase sales incentives and

51
 strengthen customer loyalty to a brand. Together, these actions fortify
Vivo's online and offline presence, promoting favourable customer
experiences and accelerating sales growth.

4. SUGGESTIONS ON PROMOTION :

A key component of Vivo's marketing strategy should be the careful

selection of brand-consistent endorsers. Micro-film advertisements ought
to avoid obvious product placement by skillfully incorporating brand ideas
into captivating narratives. Incorporating interactive components can
enhance viewer engagement and comprehension of Vivo's brand
philosophy. Advertising on a variety of platforms, such as the internet,
elevators, and movie theatres, increases exposure. In TV series and movies,
natural product placements increase awareness in a genuine way.
Partnerships with periodicals and designer labels bolster Vivo's
sophisticated, fashionable image. Vivo may improve brand perception and
draw in a larger audience by putting creative and authentic promotion
techniques into practise.

52
PRODUCT LIFE CYCLE

1. Introduction

Sales revenue grows at a very slow rate in the early stages of a product's
introduction into the market. Due to our low sales volume, high production
and distribution costs, we might not be making a profit.

We might need to do a lot of sales marketing and advertising. Products are

carefully purchased on a "trial" basis. Weaknesses might come to light and
need to be fixed right away. The price of developing a market could be high.
Design and product development are crucial at this point.

2. Growth

The rate at which sales turnover is increasing is extremely fast during the
expansion stage. Profits are growing more quickly as well. Despite the
rivalry, our income and sales may be increasing.
The company prioritizes sales volume over quality upkeep, which may
come in second. Efficiency in manufacturing and delivery is essential for
marketing success. At this point, advertising and efficient distribution are
seen as essential components.

53
3. Maturity

Intense rivalry at this point drives up prices. Profits will be lowered by

rising marketing costs and declining prices (in the competition for market
share). Increasing the scope of a product requires additional funding for
improvements and modifications.

In order to combat competition and boost demand, marketers must use more
advertising and sales promotion. At the mature stage, overall marketing
performance takes center stage.

4. Saturation

When every possible customer has used the product and there are only
replacement sales, the market reaches saturation. When consumption
reaches a steady state, marketers are forced to focus only on competing for
market share, which requires spending more money on advertising. Prices
could drop quickly, and if the company doesn't make significant
improvements and generate cost savings, profit margins could shrink.

5.Decline Stage

Upon reaching the peak or saturation point, the product will eventually go
into the decline phase. It might eventually give way to a fresh innovation.
Sales drastically decline, there is less competition, and even then the
product cannot compete in the market.
Other fresh technologies may force it out of the market due to its pricing.
At this point, price takes center stage as a means of competitive advantage,
and we must drastically cut back on our spending on marketing and sales
promotion. Controlling costs becomes essential to making money.

54
55
DATA ANALYSIS AND INTERPRETATION

Q1.

Interpretation

In this whole survey I got total 66 responses.

Out of 66 responses 31 responses are male and other 31 responses are

female.

Other 3 respondents are in others category.

56
Q2.

Interpretation

Out of 66 respondents

11 respondents are below the age of 20.

21 respondents are between the age of 20 – 25.

25
19 respondents are between the age group of 26 – 30.

7 respondents are between the age group of 31 – 35

And other 8 respondents are above 35 years of age.

57
Q3.

Interpretation

Out of 66 respondents:

30% of respondents are under graduate

42.4% of respondents are graduate

19.7% of respondents are post graduate

7.6% of respondents are professional degree holder

58
Q4.

Interpretation
Out of 66 respondents:
54.5% respondents are aware about the brand vivo
33.3% respondents are not aware about the brand vivo
12.1% respondents are not sure if they are aware about the brand.

59
Q5.

Interpretation
Based on the 66 responses to the survey:

A noteworthy current user base is indicated by the fact that 25.8 percent
have owned or used a Vivo device in the past.
Significantly more people—63.6%—than ever before had neither bought
nor used a Vivo device, indicating a potential market expansion among this
group.

10.6% of respondents are unsure if they have ever used a Vivo product,
underscoring the need for improved product identification or brand
awareness.
Ultimately, even if Vivo has a share of the market, there is still a large
amount of unrealized potential among people who haven't used their
devices. Enhancing the visibility of the brand and resolving doubts may aid
Vivo in growing its clientele.

60
Q6.

Interpretation

Out of 66 respondents:

22.7% respondents use vivo as their primary phone

62.1% respondents does not use vivo as their primary phone

15.2% respondents are not sure if they use vivo as their primary phone.

61
Q7.

Interpretation

Of the 66 respondents, 4.5 percent think highly highly of Vivo's marketing,

and 33.3 percent think highly of it.

The fact that 47% are indifferent suggests that there aren't many strong
feelings.

But 13.6 percent had a poor opinion of Vivo's marketing, and 1.5 percent
have a very bad opinion.

These findings imply that opinions on Vivo's marketing initiatives are

divided. Although a significant proportion has a good perspective, attending
to the concerns of individuals who have negative perceptions may improve
overall efficacy. Marketing methods that are clarified or adjusted could
close the gap and foster a more positive audience perception.

62
Q8.

Interpretation

According to the poll results, 51.5% of participants think Vivo products are
fairly priced, indicating successful pricing tactics.

Nevertheless, 21.2% think Vivo goods are too expensive or not worth the
money.

In the meantime, 27.3% are still unsure.

This emphasises how important it is for Vivo to handle price issues in order
to gain a more impartial view from customers. To reduce mistrust and
increase market share, price methods could be adjusted or product value
communications improved.

63
Q9.

Interpretation

Out of 66 respondents

57.6% people engage with promotions quite often.

42.4 % people engage with promotions not so often.

64
Q10.

Interpretation

Out of 66 respondents:

33.3% people vote for oneplus

16.7% people vote for redmi

12.1% people vote for oppo

24.2% people vote for apple

7.6% people vote for others

6.1% people vote for Samsung

They would suggest to others if not vivo.

65
Q10.

Interpretation

Merely 3% of respondents consider Vivo's creative marketing campaigns to

be a key difference, suggesting room for growth or emphasising the need
for more creative marketing campaigns.

51.5 percent of the respondents identify Vivo's distinctive branding as a

critical differentiator, highlighting the significance of forging a unique
brand identity in a crowded market.

In a similar vein, 51.5 percent of respondents name focused advertising as

Vivo's differentiator, demonstrating the potency of audience-specific
marketing initiatives.

71.2 percent of respondents see Vivo's robust online presence as its key
differentiator, underscoring the importance of digital platforms in
contemporary marketing tactics.
66
All things considered, Vivo's differentiation approach seems to rely on a
mix of branding, focused advertising, and

Q11.

Interpretation
The vast majority of respondents (68.2 percent) think favourably of Vivo's
marketing approach, meaning it has a big impact on them. This implies that
a sizable section of Vivo's target demographic finds resonance in the
company's marketing activitiesA sizeable minority of respondents (27.3%),
on the other hand, feel that Vivo's marketing approach has no discernible
31
effect on their perception. This suggests that in order to reach a larger
audience or handle particular issues, Vivo may need to adjust its marketing
strategy or make some improvements.
Just 4.5 percent of the participants indicated that they were unsure about
Vivo's marketing strategy's impact. This implies that Vivo's messaging
might not be entirely clear or consistent, or that some respondents might
not understand it.

67
CONCLUSION

Chinese brand Vivo made its debut in India on December 25, 2014.On
March 12, 2015, it introduced its product in Bhubaneswar. It faces fierce
competition from other companies and is new to the Indian market.
Therefore, no business can depend solely on one direct marketing strategy
1
in this kind of competition. Given that BTL is more effective than ATL,
Vivo should reevaluate its marketing plan and allocate more advertising
funds to BTL (ideally in proportion to each channel's relative success).
Installing canopies in retail spaces, marketplaces, and shopping centers will
undoubtedly produce excellent outcomes.
30
We cannot afford to undervalue the significance of ATL initiatives; while
they might not be as successful, they nonetheless spread awareness of
brands across a wider audience. As we've already shown, there's a strong
correlation between brand recognition and customer base. Vivo should
reevaluate its plans to invest a sizable sum of money in print media, as it
had a very bad performance. Instead, those funds ought to be carefully
allocated to the installation of more hoardings and banners.Although Vivo
is a Chinese smartphone manufacturer, its products are of higher quality
than those of other Chinese smartphone manufacturers. Fun touch operating
system and hi-fi capabilities make Vivosmart phones popular.

This article has examined VIVO mobile phones' marketing strategy from
four angles: product, price, place, and promotion. It has also provided
recommendations based on the issues and difficulties that VIVO mobile
phones confront.
The primary demographic that VIVO mobile phones cater to is young adults
2
between the ages of 18 and 30. In the market, VIVO has positioned itself as
a chic and distinctive mid-range and high-end mobile phone brand. In order
to satisfy consumer demand for cameras, VIVO has constantly upgrading
its own technology and goods. VIVO has also been attempting to improve

68
 the aesthetics of cell phones. VIVO aims to enhance its mobile phone
capabilities in tandem with other phone makers by releasing new features
as soon as feasible.
VIVO mobile phones are priced between those of mid-range and high-end
smartphones in terms of pricing approach. VIVO phones are relatively more
expensive when compared to other similar items in the mobile sector. The
prices of various series vary.
VIVO employs a range of mobile marketing channels when it comes to
2
place strategy. It works with the operators, permits agents to sell its phones,
opens VIVO stores, joins reputable mobile chains and major appliance
chain businesses, and creates online marketing platforms to meet the
demands of various customer segments.
Eight components comprise the VIVO mobile phone promotion strategy:
2
advertising slogans, celebrity endorsements, Weibo and WeChat marketing,
advertising production, sponsorship and embedded marketing, building a
sophisticated and fashionable brand image, and offline marketing.

VIVO is dealing with issues related to four different strategies: place, price,
advertising, and product strategies.
VIVO's marketing initiatives have allowed it to grow both its market share
and brand awareness. But there is a lot of rivalry in the mobile space.
Nowadays, there is little desire among consumers to upgrade from their
outdated phones to new ones.
Furthermore, there exist certain issues with VIVO's marketing techniques.
In this regard, VIVO must enhance and optimise its corporate marketing
approach if it hopes to advance.
The end determinant of an enterprise's ability to survive and grow for an
extended period of time is its product. In addition to building a sophisticated
and fashionable brand image, VIVO needs to raise brand awareness. TV
shows and movies should creatively incorporate VIVO advertisements, and
the company should sponsor a respectable amount of programmes that align
with the brand image. VIVO will only be able to outperform its aggressive
competitors by coordinating the creation and maintenance of its channels,
brand building, ad placements, and product improvements.

69
 BIBLOGRAPHY

• https://in.linkedin.com

• http://www.vivo.co.in

• http://www.vivoglobal.com

• www.wikipedia.com

70
 ANNEXURE

Q1. NAME: _________________

7
Q2. GENDER:
• MALE
• FEMALE
• OTHERS

Q3. AGE:
• BELOW 20 YEARS
• 20-25 YEARS
• 26-30 YEARS
• 31-35 YEARS
• ABOVE 35 YEARS

Q4. EDUCATION QUALIFICATION:

• UNDER GRADUATE
• GRADUATE
• POST GRADUATE
• PROFESSIONAL DEGREE HOLDER

Q5. ARE YOU AWARE OF BRAND VIVO?

• YES
• NO
• MAYBE

71
 Q6. DO YOU OWN A VIVO DEVICE (OR) EVER USED IN THE PAST?
• YES
• NO
• MAYBE

Q7.DO YOU USE VIVO AS YOUR PRIMARY PHONE?

• YES
• NO
• MAYBE

Q8. HOW DO YOU VIEW VIVO’S MARKETING?

• VERY POSITIVE
• POSITIVE
• NETURAL
• NEGATIVE
• VERY NEGATIVE

Q9. DO YOU FEEL VIVO PRODUCTS ARE REASOABLE?

• YES
• NO
• MAYBE

72
 Q11. HOW OFTEN DO YOU ENGAGE ACTIVELY WITH VIVO’S
MARKETING CAMPAIGNS OR PROMOTIONS ?
• QUITE OFTEN
• NOT SO OFTEN

Q12. IF NOT VIVO WHICH OTHER BRAND YOU WOULD

SUGGEST?
• APPLE
• OPPO
• REDMI
• SAMSUNG
• ONEPLUS
• OTHERS

Q13. IN YOUR OPINION WHAT DIFFERENTIATES VIVO’S

MARKETING STRATEGIES FROM IT’S COMPETITORS ?
• INNOVATIVE CAMPAIGNS
• UNIQUE BRANDING
• TARGETED ADVERTISING
• STRONG ONLINE PRESENCE

73
Q14. HOW DOES VIVO’S MARKETING STRATEGIES INFLUENCE
YOUR PERCEPTION OF THE BRAND AS COMPARED TO OTHER
SMARTPHONE BRANDS ?
• POSITIVELY
• NEGATIVELY
• NO SIGNIFICANT INFLUENCE
• NOT SURE

74
 Similarity Report

8% Overall Similarity
Top sources found in the following databases:
4% Internet database 0% Publications database
Crossref database Crossref Posted Content database
6% Submitted Works database

TOP SOURCES
The sources with the highest number of matches within the submission. Overlapping sources will not be
displayed.

zh.scribd.com
1 1%
Internet

Siam University on 2018-05-22

2 <1%
Submitted works

CITY College, Affiliated Institute of the University of Sheffield on 2022-...

3 <1%
Submitted works

hauntedeaston.com
4 <1%
Internet

Myanmar Imperial College on 2024-01-25

5 <1%
Submitted works

Toronto District School Board on 2022-08-11

6 <1%
Submitted works

Vishwashanti Gurukul on 2016-07-21

7 <1%
Submitted works

Amity University on 2017-08-01

8 <1%
Submitted works

Sources overview
 Similarity Report

University of Stirling on 2022-04-07

9 <1%
Submitted works

University of Portsmouth on 2023-12-20

10 <1%
Submitted works

scribd.com
11 <1%
Internet

IUBH - Internationale Hochschule Bad Honnef-Bonn on 2021-12-21

12 <1%
Submitted works

Auburn University at Montgomery on 2014-07-29

13 <1%
Submitted works

pdfcoffee.com
14 <1%
Internet

North West University on 2020-11-08

15 <1%
Submitted works

hdl.handle.net
16 <1%
Internet

University of East London on 2022-03-31

17 <1%
Submitted works

University of Greenwich on 2017-01-13

18 <1%
Submitted works

edutiva.com
19 <1%
Internet

Teerthanker Mahaveer University on 2018-12-01

20 <1%
Submitted works

Sources overview
 Similarity Report

University of Bedfordshire on 2020-06-26

21 <1%
Submitted works

coursehero.com
22 <1%
Internet

twoteachers.co.uk
23 <1%
Internet

Philippine Normal University on 2022-12-16

24 <1%
Submitted works

pdffox.com
25 <1%
Internet

blog.gosafeguard.com
26 <1%
Internet

descriptiveessay768.blogspot.com
27 <1%
Internet

academyflex.com
28 <1%
Internet

qz.com
29 <1%
Internet

College de Paris on 2021-01-11

30 <1%
Submitted works

Lovely Professional University on 2023-08-02

31 <1%
Submitted works

Symbiosis International University on 2017-07-17

32 <1%
Submitted works

Sources overview
 Similarity Report

The Robert Gordon University on 2017-08-22

33 <1%
Submitted works

Westford School of Management on 2021-03-31

34 <1%
Submitted works

ir.knust.edu.gh
35 <1%
Internet

sportdocbox.com
36 <1%
Internet

Sources overview