Published by MBA Skool Team, Last Updated: November 26, 2017
Marketing Strategy of Vivo analyses the brand with the marketing mix framework which covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies like product innovation, pricing approach, promotion planning etc. These business strategies, based on Vivo marketing mix, help the brand succeed.
Vivo marketing strategy helps the brand/company to position itself competitively in the market and achieve its business goals & objectives.
Let us start the Vivo Marketing Strategy & Mix to understand its product, pricing, advertising & distribution strategies:
Vivo Product Strategy:
The product strategy and mix in Vivo marketing strategy can be explained as follows:
Vivo is a leading smartphone and consumer electronics brand. Vivo aims at providing quality products and superior services in its marketing mix to its customers. Vivo positions itself as a perfect selfie smartphone and thereby appeals to the youth. They focus on introducing products that have a professional audio system, great appearance and provide fast and smooth user experience. The Vivo brand believes in adopting creative and innovative technology to produce new products. In the year 2012, it introduced the X1 which is the first smartphone to incorporate a Hi-Fi chip which gives an unparalleled audio experience. This feature has been included in all their smartphones ever since.It has entered the Indian market in the year 2014. Vivo is ranked among the top 10 smartphone makers in the world.
Image: company website
Vivo Price/Pricing Strategy:
Below is the pricing strategy in Vivo marketing strategy:
Vivo offers high quality phones at affordable competitive prices.
Vivo as a brand realizes some of its markets are price sensitive market when it comes to the sale of smartphones and it is important to be present in the right price band to have the advantage of gaining a healthy market share. Hence, Vivo has made its products available not only in all the price bands, but also in the bands that have the maximum contribution towards the overall sales. Inspite of this, the products of the brand are priced a little higher as compared to similar products offered by other competing brands. Mostly competitive pricing strategy is used in its marketing mix. The high price of Vivo products is due to the number of features the phone offers, the look and design of the piece, the battery life, the camera quality, performance and the audio and video quality as well. However, a large number of customers are convinced to buy Vivo products inspite of the high prices due to the great after sales service that the brand offers. But many customers are also of the view that Vivo needs to increase its value for money for its buyers by improving specifications in some price segments, especially the low-price bands to further improve its ranking in the Indian market.
Vivo Marketing Strategy comprises of not only its Marketing Mix, but also segmentation, targeting, positoning, competition and analysis like SWOT. Also read Vivo SWOT Analysis, STP & Competitors
Vivo Place & Distribution Strategy:
Following is the distribution strategy in the Vivo marketing mix:
After being registered in the year 2009, Vivo has been registered in over 100 countries around the world. It has internationally expanded in the Thailand, Indonesia, Vietnam, Malaysia, Myanmar, the Philippines and India. India is one of the biggest markets for Vivo apart from China and it is expected to surpass China in the near future. Recently, in 2017, Vivo was also launched in Pakistan and is now the fastest growing smartphone brand in the country. Vivo sells its products through online and well as offline mediums. They sell their products offline with the help of various distributors, wholesalers and retailers that are spread across various countries. The Vivo brand has adopted an aggressive offline strategy as it believes that the customers want to get their hands on the device and experience how it feels before purchasing it. Their focus is to make the product available in every electronics outlet and mega store, so that the customer can experience the phone before purchasing it.
Vivo believes that the offline medium of selling their product is more effective as compared to the online medium as there is no risk of unknown seller, product being different from expectations and security threat.
Vivo Promotion & Advertising Strategy:
The promotional and advertising strategy in the Vivo marketing strategy is as follows:
Vivo is very proactive when it comes to advertising and promoting its brand. Vivo embraces a 360 degree marketing strategy and promotes its products through various conventional and traditional mediums like ATL, BTL, print media, television commercials, social media, celebrity endorsements and on-ground activities. It focuses specially on its on-ground activities which it considers as its strongest advantage in China as well as in India. It also focuses on out of home advertising to a good extent. In 2016, in India, Vivo allocated Rs.200 crore for promoting their brand during the Indian Premier League (IPL) season 9. It replaced PepsiCo as the title sponsor for the IPL. The brand has also roped in Ranveer Singh as their brand ambassador, who stars in their commercial and talks about the new Vivo V3 and its association with IPL. Vivo has also tied up with Times OOH to display its new smartphone on their Mumbai metro media. The idea behind branding on Metro was to capture the mind space of the young urban populace who is a perfect blend of tech-savvy and value conscious consumers. This concludes the marketing mix of Vivo.
Vivo is a Chinese technology company founded in the year 2009 by Morgan Moore. It is headquartered in Dongguan, Guangdong, China.
The Vivo brand had entered the telecommunication and electronics industry with landline and wireless phones and in 2011 started manufacturing its own range of smartphones. Currently it offers various models of smartphones and smartphone accessories.
This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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