2. COMPANY:
• VIVO is a multinational company which has its origination from China. The parent
company of vivo is BBK Electronics which was founded in 1995.
• It launched vivo in 2004 and the market share of vivo in China is 40%.VIVO only
manufactures Smartphone and it is the second largest company in China.
• It has it’s business over many countries like Indonesia, Thailand, India, Malaysia,
Myanmar and China.
• It enter into India in 2014 and launch it’s product in Bhubaneswar in 12th of March
2015.
Company/ Customer / Competitor
3. Company/ Customer / Competitor
CUSTOMER:
SEGMENTATION:-
DEMOGRAPHIC(ON THE BASIS OF AGE)-
18-28yr=Y11,Y15,Y22,Y28
22-30yr=Y28,X3S
26-32yr=X3S,X shot
30-40yr=X5max
GEOGRAPHIC(ON THE BASIS OF CITIES):-
like Bhubaneswar, Cuttack, Puri and Berhampur
PSYCHOGRAPHIC:-
Life style- Innovators, Stivers
Personality- Ambitious , Smart and Stylist people.
BEHAVIORAL:-
Benefit- Easy access and new features
Attitude towards product- Enthusiastic
5. Scope & Objective
SCOPE:
• To study about the smart phone business in Bhubaneswar, and to
understand the scope that Events and Promotional activities of vivo has in
this business.
OBJECTIVE:
• To Promote the brand at different Retail Outlet at Bhubaneswar.
• To create awareness of the brand through different promotional tools like
Canopy, Counter, etc.
• To provide detailed information about vivo mobile phones to the
customers.
• Maintaining effective contact and building relationships with customers
and prospects.
8. EVENTS
WORLD ENVIRONMENT DAY-
On 5th june vivo organized a street activity at PMG Square and at forest park through
placards and mascot rally.
9. MASCOT RALLY
Mascot Rally at Subham Market,
Kharvela Nagar
Mascot rally at Bhawani BMC Mall,
Saheed Nagar
10. SWOT Analysis
STRENGTH WEAKNESS
Attractive features High range price
Better sale service Limited product line
Own operating system Unavailability in online stores
OPPORTUNITY THREATS
Large no. of potential customer Strong competition
Huge market Other smart phone companies
11. Methodology & Interpretation
FINDINGS:
• Customers are attracted towards the vivo product because of the unique
operating system (Funtouch OS) and smart wake features.
• The promotional assets of vivo is a new thing in the Odisha market like
canopy, arc gate and mascot . Among these mascot plays a important
role to attract the customers.
• There is a misunderstanding in the customers mind that vivo is a
product of Sony pvt ltd.
• Vivo starts promotion before the product is available in the market.
12. Methodology & Interpretation
FINDINGS:
• Most of the customers are attracted towards Y11, Y28 from y series, and X3s
model from x series of vivo .
• Some of the customers wants more ram in y 11 model and also asking about the
EMI facilities.
• Customers are interested towards the vivo mobile phone but they want vivo
tablets and CDMA handsets.
• The promotion strategy of vivo is a unique one it is completely different from
others. Gradually other company also adopt the promotion policy of vivo
13. SIP Target vs Actual performance of Students
SIP Target:
• To promote the brand at different places with different promotional tools like
Canopy, Counter, etc in Bhubaneswar.
• To organize kind of events at different places of Bhubaneswar.
Actual Performance:
• Covered around 30 retail outlets at various places like Old Town, Bapuji Nagar at
Bhubaneswar.
• Participated on the events conducted by the company like mascot rally at
different places of Bhubaneswar like Subham market, Kharvela Nagar.
14. Key Takeaways
TAKEAWAYS:
1. Practical implication of Marketing.
2. How to convert customers.
3. Negotiation Skills.
4. How to promote a brand through different promotional tools.
15. Suggestions & Implication
SUGGESTIONS
1. Available sufficient leaflets and dummy set of every model in all outlets .
2. To organize different events at malls where customers are visited frequently
and create buzz and awareness about the vivo brand through interacting with
them .
3. Organize events at college area to capture the young mass and faculty
members of that college as a whole .
4. Organize mascot rally at the place where crowd is more to attract more
customers it will also be helpful to make brand awareness .
5. Printing the leaflets on which complete feature of every vivo model will be
available which will be helpful to the customers at the time of purchase.
