BUSINESS ANALYTICS

“Marketing analysis for vivo smart phone”

PROJECT REPORT

SUBMITTED BY:
ARUNKUMAR.P.S
ROLL: 12
4th Trimester
SUBMITTED TO:
Prof: SUJITHA MISS
MBA DEPARTMENT
MES COLLEGE ENGINEERING

MALAPPURAM DT, KERALA

2018-2020

1
CHAPTER NO TITLE PAGE NO

1 INTRODUCATION 3

2 5
INTRODUCATION TO PRODUCT

3 9
METHODOLOGY

4 16
ANALYSIS

17
FINDINGS, SUGGESTIONS AND CONCLUSION
5

BIBILOGRAPHY

2
 INTRODUCTION

In this 21ST century smart phone became a very essential part of human
life. All the age group and different sex uses smart phones in their daily
life, ‘Mobile phones became’ an important part of human life. Today we can
see a drastic change in mobile industry. Mobile phones started with many
new features, and now it reaches the era of Smartphone’s. Smartphone’s
bring a new revolution in human life which makes life more efficient and
effective. Smart phones gain huge popularity because of its feature and
facility provided to the people. Now web pages, MS office through smart
phone we can do our personal as well as professional task effortlessly and
cost effectively. It provides facilities like Internet, Video calling, Social
networking, E-mail, Huge storage capacity ,HD camera facility, Easy asses
to packages, Ticket booking facilities and many more which can make life
more easy and interesting Therefore now a day the Smartphone market is
booming. There are many mobile Phone companies establishing
themselves globally as a result competition is more in market. Companies
give more emphasis on High quality and technology with affordable
price.There are companies like Apple i phone, Blackberry, Samsung,
Microsoft like company’s titan their roots in the smart phone industry. But
new companies like HTC, Micromax, Intex, Lenovo etc give healthy
competition to the existing brands by new features and technologies in
economical price.A new company enters in to the market and grabs the
attention of customers quickly through its unique features and new
technology. The company is “vivo smart phone”. This multinational brand
has everything that is needed for success in the industry. The USPs of this
company are healthy management, HiFi features ,distribution channel,
interesting way of promotion, innovative thinking, quick after sales service
,friendly environment ,Greeter working condition, quality product,
Satisfactory managerial policy, appreciation of work, quick after sales
service etc.

3
 INTRODUCATION TO PRODUCT

The brand logo of vivo is in sky-blue

The mobile phone industry has entered the era of smart phones;
consumers now have quite different views and demands of mobile devices.
In this context, BBK have started a new mobile phone brand “vivo” for
smart phone era, which is their promotion focus over the years to come.
BBK is a corporate brand, which has carried years of reputation for reliable
quality and strong manufacturing capability serving new brand vivo. vivo
specializes in creating smart user-friendly products with exceptional sound
quality and a trendy appearance for young and fashionable generation.
Creating new surprises and pursuing excellence are hallmarks of vivo
brand. It takes ages to gather dots to build up your reputation and establish
a brand, which bears our corporate dedication to superior product
performance, fine service quality, and commitment to customer satisfaction.
The vivo brand provides us with an opportunity to build a brand-new
corporate image. To this extent, we shall do what is right and do them well,
and stay on track along the way. The word “vivo” comes from Ancient Latin
and Italian. It was from 600 B.C to 600 A.D., when great heroes like
Caesars and Octavian made great achievements; and to express their
respect to these heroes, many Roman citizens gathered in front of the
Senate and hailed with flowers, when they could not help but making
“[‘vi:vəu]” sounds, which helped people then to establish the adjective—
vivo. In modern times, with the Italian opera getting more and more
popular, we feel it is quite hard to express our amazement and compliment
of masterpieces by music masters like Verdi and Puccini. Therefore, the
word vivo has been employed,which adds implications like likeness and
vitality of outstanding arts to the word vivo. In short, vivo does not only
convey “dynamics and vitality”, but also expresses our heart-felt respect to
heroes, masterpieces and the like. Its primitive but concise pronunciation is
the very first response we have the minute we witness the birth of
newborns or occurrence of great events.

4
 CORPORATE HISTORY OF VIVO

1995~1996:

In September, 1995, Guangdong BBK Electronics Industry Co., Ltd was
founded.
In October, 1996, the Company obtained ISO9002 International Quality
System Approval.
In November, 1996, BBK Electronics had its commercial ads played
during prime time on CCTV.
1997~1998:

In November, 1997, BBK Electronics won the bid for commercial ads
during prime time on CCTV as top bidder.
In 1997, BBK cordless phones were recommended “Consumer
Trustworthy Products” by China Consumer Protection Foundation.
In August, 1998, Beijing Sino Marketing Research Co., Ltd worked out a
ranking for retail sales of main brandphone sets and conducted a survey of
their market share, indicating that BBK phone sets hold the largest
domestic market share.
In October, 1998, BBK phones was on the exhibition for “Scientific and
Technological Achievements over the Past 20 Years of Reform and
Opening up to the Outside World” as the only modern phone brand, and
collected by the Museum of the Chinese Revolution.

1999:

In May 1999, BBK phone set plant successfully passed ISO9001
certification.
 In June 1999, Mr. Duan Yongping, GM of BBK Electronics was
awarded as one of 20 “Millennium Leaders” in
the commercial and financial circle in Asia by Asian Weekly.
 In October 1999, the Company title-sponsored the BBK World Cup
Men’s Table Tennis Tournament‘99.

5
2007~2013:
* In July, 2007, we had the honor to invite Ms. Song Hye Kyo a Korean
star to speak for BBK music phones.
* In April, 2010, we exclusively title-sponsored “If You Are the One” reality
dating show on Jiangsu TV in the
name of BBK Music Phones.
* In July, 2010, BBK Music Phones established strategic partnership with
MTV for global music TV broadcasting.
* In May, 2011, we exclusively title-sponsored “Super Girls 2011” singing
contest on Hunan TV in the name of
BBK Music Phones.
* In November, 2012, we held a press conference at the Water Cube in
Beijing and witnessed the bird of vivo X1.
* In January, 2013, we exclusively title-sponsored “Happy Camp” reality
show on Hunan TV in the name of Vivo Phoens.

INDIAN HISTORY OF vivo

* It enters into India in 2014 December 24 with the name of world slimmest
phone X5 MAX. Its head office is in
Delhi.
* Very soon vivo will be manufactured in India as the construction is already
started in Gurgaon Delhi.
* vivo launch its product in Bhubaneswar in 12th of March 2015.With in
three months it achieve 6% of the market
share in Bhubaneswar and it is targeting acquire 6 to 7 % of Indian market
with in the year of 2017 .

MISSION

 FOR CONSUMER: TO Provide quality product and services.

 FOR EMPLOYEE: Create a harmonious working atmosphere of mutual
respect.
 FOR BUSINESS PARTNER: Provide fair, reasonable and mutually
beneficial Cooperation platform.
 FOR SHAREHOLDERS: Use their invested capital to have higher than
average Social return.

6
CORPORATE VESION

 To become a healthy world–class enterprise for long.

CORE VALUE

 Obligation, integrity, team spirit, superior quality, sustained learning and

customer orientation

7
 (Company, Competitors & Customer)
Company profile:

Vivo is a China based Smartphone Company which is established in

2009.The headquarters is situated at Dongguan, Gaungdong, China .It has
40% of market share in china. It has its business over many countrieslike
Indonesia, Thailand, India, Malaysia, Myanmar and China. It enters into
India in 2014 and launches itsThe immediate operation team is promotion
team and we have Mr. Satyakam Panda the Event manager of thecompany
as our company guide.

The departmental heads of vivo are as follows

CEO-Mr. Jacky Leo (India)

GM-Mr. Tommy Lan
DGM-Mr.Pradeep Pattnaik
Marketing head-Mr. Aminoor Rahman
HR head-Mrs. Upani Das

CUSTOMER

PRODUCT

Currently vivo provided two categories of product i.e. ‘x’ category and ‘y’
category. ’x’ category product names are x3s,xshot,X5Max Pro and
x5max.’y’ category product names are y11,y15,y22 and y28.

8
 METHODOLOGY

Price chart
‘x’ series ‘y’ series
NAME MRP MOP NAME MRP MOP
X3S 15990 14990 Y11 6990 5990
XSHOT 20990 19990 Y15 8990 7990
X5MAX 30990 29990 Y22 9990 8990
28980 Y28 10990 9990

X5MAXPR 29980
O

SEGMENTATION
DEMOGRAPHIC SEGMENTATION
On the basis of age And income

AGE OCCUPATION MODEL

18-30Yr Below 10,000 Y11,Y15,Y22,Y28
22-30Yr 10k-20k Y28,X3S
26-35 15k-25k X3S,XSHOT
30-40 25k-40k XSHOT,X5MAX,X5MAX
PRO

9
GEOGRAPHIC SAGEMENTATION
Urban cities like Bhubaneswar, Cuttack, Puri, Rourkela and Berahampur
etc.

PSYCHOGRAPHIC SEGEMENTATION

Social class - Middle class, lower-middle, upper-middle, upper-class,

lower-upper, Upper- Upper.

Life style - Students, Corporate People, Office Persons etc.

Personality - Ambitious, Smart and Stylist people.

BEHAVIORAL SEGEMENTATION
Loyalty status

Split loyal-buy 2or 3 brands

Shifting loyal-shift one brand to another
Switcher-no loyalty to any brand

User status - Potential user, first time user, regular users.

Usage rate - Medium, heavy product users.
Benefit-Easy access and new features.
Attitude- Positive, Enthusiastic, Indifferent.

PRODUCT POSITIONING

Vivo creates smart products that have excellent appearance, professional

acoustic fidelity, extreme video display, and joyful experience for vigorous,
young and fashionable urban main stream groups. vivo dare to pursue
perfection and constantly create surprise.

10
 Custm
DISTRIBUTION CHANNEL OF vivo

er
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.

(Distribution process of vivo)

11
 COMPETETIORS

The major competitors of vivo smart phones are Micromax, Samsung,

Sony, HTC, LG etc.
SWOT
ANALYSIS OF VIVO SMART PHONE

STRENGTH WEAKNESS
o Innovative features o Limited product line
o Fun touch operating system o Less credibility
o Better sale service o High range price
o Better promotion and sales team o New to the industry

WEAKNESS
o Innovative features o Limited product line
o Fun touch operating system o Less credibility
o Better sale service o High range price
o Better promotion and sales team o New to the industry

OPPORTUNITY THREATS
o More no. of potential customer o Strong competition
o Huge market o Perception of the customer
o Other smart phone companys

THREATS
o More no. of potential customer o Strong competition
o Huge market o Perception of the customer
o Other smart phone companys

12
D
L
T
C
N
O
I
S
E
K
R
A
M
G
V
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 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 MARKETING

13
 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.

Catalog marketing
In this type of marketing seller prepare catalogues of merchandise or products
and sells directly to customers.
Catalogues are generally in printed form but can also be distributed in the form of
CDs.

14
To reduce printing and distribution cost catalogues are being increasingly made
on line.
Products of same company which are different may be combined in one catalog
to grab attention of all category customers
As in above catalogue of vivo we can see that it has information of different
phones of vivo.
By the help of this it became easy to grab the all category people where they can
find there smart
phone and its details.

DIRECT RESPONSE MARKETING OR TV MARKETING

Direct marketing via television has two basic forms:
1. Long form usually half hour or an hour that explained the product in detailed
and commonly non as
infomercial.
2. Short form which refers to typical 30 to 60 seconds that asks viewer for
immediate response
Vivo is having the short form which shows the advertisement of vivo x5 max

Data Type
Secondary data has been used for the purpose of study of ' marketing analysis
‘ of vivo smart phone

15
 ANALYSIS
SURVEY ANALYSIS
THE SURVEY ANALYSIS WAS CODUCTED IN DIFFERENT LOCATIONS AND TOTAL
SURVEY OF 120 OUTLETS WAS CONDUCTED.

Sr. No. Sales No. of Outlets in %

1 Only vivo outlet 0
2 Only other exclusive 20%
outlet
3 Mixed 80%

SALES EFFECTING DIRECT MARKETING

DIRECT MARKETING SALES %

TELEVISION 65%
KIOSK 10%
CATALOG 15%
TELIMARKETING 10%
ONLINE MAIL MARKETING 5%

CUSTOMER ATTRACTED: IN PERCENTAGE

ACTIVITIES SALES IN %
DIRECT MARKETING 30
ATL 10
BTL 20
SELLS PROMOTION 25
BRANDING ACTIVITIES 15

MARKET SHARE :
Product % Share
Vivo 4%
Lenovo 6.50%
Micromax 4%
Samsung 24.40%
Xiaomi 4.50%
Apple 17.90%
Huawei 5.10%

16
LG 4.50%
Others 29.10%

CONCLUSION
Vivo is a Chinese brand which came to India in the year 2014 December 25th.
market and has tuff competition with other competitors.
So in this type of competition no company can rely on single direct marketing
form.
So companies are using all types of direct marketing at so vivo need to do
remaining direct marketing forms.

REMARKS AND FINDINGS

Stock is not available in all zones.

Promotion and sales are two different things but they are mixing it .
All variant types of mobiles are not provided by vivo such as Tablets, CDMA.
Promotional activities are very well managed.
Outlets are selling the vivo mobile below the DP rates.

SUGGESTION

Need to launch more mobile phones in between 10000 to 25000.

Need to do good T.V advertisement to attract more customers.
Its time target online market which can generate more customers.
Maintain DP price so that price should be shame in all out lets.

BIBLIOGRAPHY:

Marketing Management , second revised edition; Philip Kotler

http://www.vivoglobal.com
www.google.com
www.wikipedia.com
SPSS tutorials

17