Professional Documents
Culture Documents
Bismay 150807085701 Lva1 App6891
Bismay 150807085701 Lva1 App6891
Vivo
SUBMITED BY:
SUBMITED TO:
(2014-2016)
INTERNAL GUIDE CERTIFICATE
This is to certify that BISMAY RANJAN SWAIN, pursuing MBA 2015 from BIITM BHUBANESWAR,
bearing ROLL-NO: 1406258032 has successfully completed her dissertation project report on “BTL
ACTIVITY OF vivo” under my guidance for partial fulfillment of his MASTER IN BUSINESS
ADMINISTRATION FOR THE SESSION (2014-2016)
This is an original work done by her and this project report has not been submitted to any other Institute
University for the award of any degree.
This is to certify that BISMAY RANJAN SWAIN, pursuing MBA 2015 from BIITM BHUBANESWAR,
bearing ROLL-NO: 1406258032 has successfully completed her dissertation project report on “BTL
ACTIVITY OF vivo” under my guidance for partial fulfillment of his MASTER IN BUSINESS
ADMINISTRATION FOR THE SESSION (2014-2016).
This is an original work done by her and this project report has not been submitted to any other Institute
University for the award of any degree.
I hereby declare that this summer project report titled “BTL activities of vivo” satisfaction of
vivo customer in “BHUBANESWAR.” is the result of my own effort in the training which I did as a part of
the curriculum, for the fulfillments of MASTER IN BUSINESS ADMINISTRATION (MBA). It has not
been duplicated from any other earlier works and all information provided in this report is genuine.
This report is submitted for the partial fulfillments of MBA program. It has not been
MBA (MARKETING)
BIITM BBSR
ACKNOWLEDGMENT
I have benefited a lot from project during the third term of our Course MBA. This project has
been a rewarding knowledge. I have got into the various aspects of vivo by analyzing various information
I take this opportunity to acknowledge the invaluable assistance of those People who helped me in
successful completion of this project and also express my special thanks to Mr. Varun Agarwal (Marketing
Faculty Guide) and Mr. Satyakam Panda (Event Manager of vivo) who provided me an opportunity to do
this project.
Last but not least I express my thanks to all the person and friends who always encourage me and provided
me support at all times. And I am also grateful to my parents for providing me the continuous support which
TITLE PAGE
COMPANY CERTIFICATE
AKNOWLEDGEMENT
DECLARATION
CHAPTER 1: INTRODUCTION….………..
CHAPTER 2: PROFILES……………
vivo PROFILE
HISTORY OF vivo
CHAPTER 3:
COMPETITORS
SWOT ANALYSIS
CHAPTER 4:
MARKET SHARE
MARKET SEGEMENTION
CHAPTER 5:
PRODUCT MIX
PROMOTION MIX
CHAPTER 6:
BTL ACTIVITIES
CHAPTER 7:
RESERCH METHODLOGY
DATA ANALYSIS
CHAPTER 8:
CHAPTER 9:
CHAPTER 10:
BIBLOGRAPHY
CHAPTER-1
INTRODUCTION
INTRODUCTION I
In this 21ST century smart phone became an 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.
Now days 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
Smart phones gain huge popularity because of its feature and facility provided to the people. Now
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 web pages, MS office packages, Ticket booking facilities and many more
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
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 which enters into the market and grab the attention quickly through its unique
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.
My project entitled “BTL activities of vivo” aims at studying the scope of vivo smart phone in the
Bhubaneswar Market.
Raising awareness of a company, product, or service among clearly identified customers and
prospects.
Maintaining effective contact and building relationships with customers and prospects.
. To achieve the above objective I have not restricted my study to just BTL activities of vivo smart
phones. In order to study about the smart phone business in India, and to understand the scope that BTL
activities of vivo has in this business, I have extended my project to do a detailed study of Smart phone
market of the competitors of vivo. Through a comparative study between the competitors and vivo smart
approachable and helpful for the company, but at the same time I accept the occurrence of intermittent
PROFILES
vivo PROFILE:
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
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
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.
COMES FROM vivo
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
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.
HISTORY OF VIVO
Vivo smart phone company is started by BBK which is a Music Phone company.
Vivo is a China based smart phone company which founded in 2009 by Shen wei. The headquarter is
Situated at Dongguan, Guangdong, China. The parent company of vivo is BBK electronics.
Registered in 2009 and listed in 2011, vivo's brand has been verified in more than 100 countries and
regions around the world until 2015. The year of 2015 marks the full launch of international
exploration. The first group of overseas markets includes India, Thai, Malaysia and Indonesia.
It is a 50-50 joint venture between Petugal telecom and Telephonica Mobiles. It is a premium brand
It enters into India in 2014 December 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 21% of the market share in Bhubaneswar and it is targeting acquire 6 to 7 % of Indian market with
FOR BUSINESS PARTNER: Provide fair, reasonable and mutually beneficial Cooperation
platform.
FOR SHAREHOLDERS: Use their invested capital to have higher than average Social return.
CORPORATE VISION:
CORE VALUE:
Obligation, integrity, team spirit, superior quality, sustained learning and customer orientation.
ADVANCED R&D SYSTEM:
We have taken independent research and development, and technical innovation as key
approaches to enhance our core corporate competitiveness since establishment, with considerable investment
in building up R&D centers to specialize in research and development of electronic information products.
We have established R&D centers in Meilin, Shenzhen and Changan, Dongguan, Guangdong,
China, responsible for research and development of mobile phone products. Currently, the R&D centers
provide jobs to 800 R&D and designing personnel, and have become medium-scale full-time mobile
COMPETETIORS
COMPETETIORS
COMPETETIORS: The major competitors of vivo smart phones are Miramax, Samsung, Sony, HTC,
LG etc.
STRENGTH
WEAKNESS
vivo COMPETETIORS
VIVO COMPETETIORS
THREATS
VIVO COMPETETIORS
MARKET SHARE
AND
MARKET SEGMENTION
MARKET SHARE IN YEAR- 2015
COMPANY % OF SHARE
SAMSUNG 24.40%
LG 4.5%
LENEVO 6.5%
XIAOMI 4.5%
APPLE 17.90%
Vivo 4%
HUAWEI 5.1%
OTHERS 33.1%
% OF SHARE
SAMSUNG LG LENEVO XIAOMI APPLE Vivo HUAWEI OTHERS
24%
33%
5%
7%
5%
4%
4%
18%
MARKET SEGEMENTION
DEMOGRAPHIC SEGMENTATION
GEOGRAPHIC SAGEMENTATION:-
Urban cities like Bhubaneswar, Cuttack, Puri, Rourkela and Berhmpur etc.
PSYCHOGRAPHIC SEGEMENTATION:-
Loyalty status-
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
MARKETING MIX
&
PROMOTION MIX
MARKETING MIX
The set of controllable tactical marketing tools –Product, Price, Place and Promotion – that the company
PRODUCT:-
vivo have eight products Among them four are’ Y’ series and four are ‘X’ series .The products
are Y11, Y15, Y22, Y28, X3S,X shot,X5max,x5max pro .Now vivo introduce its new phone V1 under V
series.
Slim Body
Hi-Fi Player
Smart Wake
Professional camera
PRICE:-
Vivo offer its product under different price range. As it’s a premium brand in china so it gives its
Product in premium rate as well as offer premium quality. So vivo product range starts from Rs.5990
NAME NAME
PLACE:-
Currently vivo offered its product in Bhubaneswar, Cuttack, Puri, Berhmpur and plan to launch at
PROMOTION:
Vivo has uses various promotional assets to promote their product in a smart and, innovative way.
These promotional assets like ARC gate ,movable mascot, fixed mascot ,canopy, standy, dummy phones,
posters, Danglers, GSBs (Glow Sign Board), Tents, umbrella, Leaflets in shop and out shop branding .
PROMOTION MIX
PROMOTIONAL ACTIVITIES
Sales promotion a key ingredient in marketing campaigns consists of a collection of incentive tools, mostly
short term, designed to stimulate quicker or greater purchase of particular products or services by customers.
Advertising Personal
Selling
Relation
Promotional activities play a key role in the entire marketing effort being carried out by Company. These
promotional activities generate more sales as well as create a good image of the product in the mind of the
customer.
The promotional tools used by company for its marketing activities are
“There are many ways to communicate with consumers at the point of sale. In-store advertising includes
shopping carts, cart straps, aisles and shelves. The appeal of the point of sale advertising lies in the fact that
in many categories consumers make the bulk of their final decision regarding purchase in the shop.”
This is particularly true for those brands which have very low customer loyalty. Smart
phone is one such product in which most of the time buying decision is made at the spur of the moment
based on the brand which is readily available and catches the eye of the customer. For this reason company
invest heavily in this category by supplying the shop owners with stands so that they can keep the bottles
outside on those stands so that customers have an eye contact with them as he/she is entering the shop.
INCENTIVE TO RETAILERS
Another method of sales promotion being used by companies by running special incentive schemes for
retailers. This type of promotional strategy is conducted mainly during the peak season.
ADVERTISING
A very important part of advertising is to decide the medium of advertising and how much to spend on each
medium.
TV
Hoarding
Newspaper/Magazines
Product of sales material(painting, glow signs, D. Board)
Five “M” of advertising:
MESSAGE
What message
should be
sent?
MISSION MEASUREMENT
MONEY
What are the How should the
advertising How much can
result be
objectives? be spent?
evaluated?
MEDIA
What media
should be
used?
Distribution:-Distribution is the process of moving a product from its manufacturing source to the
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
Company stock
Regional office
Distributor
Retailor
Customar
CHAPTER – 6
BTL ACTIVITIES
IMPACT OF BTL ACTIVITIES ON VIVO SMART PHONE
Below the line marketing (BTL) is the ability to tailor their messaging in more personal manner to
audience.
It is a targeted approach.
OBJECTIVES
Involve product demos & samplings at busy places like malls and market places or at any event.
Ensure recall of the brand while at the same time highlighting the features of the product.
BELOW THE LINE (BTL) ADVERTISING
Product demo
Event marketing
Promotional marketing
Below the line advertising also focuses on direct mail marketing and e-mail marketing, often using
PRODUCT DEMO
EVENT MARKETING
Various companies sponsor sport events to promote their brand so vivo also sponsor various sport
events like cricket match, special occasion etc.to promote their product and also give a prize to winners in
this event.
PROMOTIONAL MARKETING
Promotional marketing is the use of any special offer intended to raise a customer’s interest and
influence a purchase, and to make a particular product or company stand out among its competitors
promotional materials can exist as a part of direct marketing, like mail or email materials that include
coupons.
Me and our team mates promotional work in Bhubaneswar with the help of BTL
activities
As mentioned on the above that every zone have one one promotion team which covers the
From the beginning of the day they take their photo on the field and post it on the vivo promotional
Then we setup promotional tools like Arc gates, fixed mascots counters and dummy phones for out
shop demonstration. Our main motive is to increase brand awareness and brand knowledge which
leads to boost sales in the outlets. We convince customers by interacting them and make them aware
We visit different outlets and analyze their demand as well as analyze the need of the customer by
We mostly focus on our own road branding. We did our branding with GSBs(glow sign
boards),Posters, Arc Gates and Mascots. we did our in shop brandings by 360 degree branding,
Dummy sets, Danglers, Posters, Stickers on racks, Product demonstration table etc.
We organize a weekly mascot rally with movable mascot which grabs more customer attraction as
this kind of promotional activity is so interesting and new in the market. We perform tasks in
movable mascot apart from that we distribute pamphlets with full product specification. People take
picture with the mascot and anyhow they get a memory about the brand and the product and that
reflects in the time of purchasing phones; and at least for once the asked for vivo and then out
ISD(in shop demonstrator) do the rest and sale the phone. So by this way promotion boost sales.
(Movable mascot)
We have also done activities in crowed areas like SUM hospital, Market building, Khandagiri,
(Some Events)
The main purpose of all the promotional activity is to boost sales. And we are advised that take
picture of sales in which we had contribute our effort and we did it excellently. During my
internship I along with other interns have sold many phones and learn selling tricks.
DATA ANALYSIS
DATA ANALYSIS
Once we got the data, the next step was to analyze it. MS EXCEL were used for this part. Variables
were created corresponding to the questions and all the responses were filled in the sheet. SPSS
tools such as frequency, crosstabs and EXCEL tools such as bar, pie & scatter charts were used
MARCH 623
APRIL 846
MAY 1012
JUNE 1564
JULY 1782
source
INFO. REACH
info TO CUSTOMER
TV Ads 20%
Print Ads 10%
Internet Ads 10%
Hoardings&
banners 28%
campaigns/
Canopies 20%
friend/family 12%
25
20
15
10
INFO. REACH TO CUSTOMER
5
0
Analyzing the effectiveness of ATL and BTL activities ‘in vivo”
MOST CRUCIAL
(in %_)
FACTOR
Show in a graph
192
200
180
180
160 145
no. of respondents
140
120 103
100 90
71.03
80
60 46.87
41
40 22.77
20
0
ATL BTL Word of mouth
10%
ATL
BTL 20%
SALEA PROMOTION
25%
EFFECT ON SALES
BRANDING
ACTIVITY
DIRECT MARKETING
15%
30%
SALEA PROMOTION
25%
ATL
10%
BTL
20%
CHAPTER – 8
FINDINGS
AND
SUGGESTION
FINDINGS
Dealers are happy with vivo products. They got the products by the company at the time due to good
distribution channel.
SUGGESTIONS
There should be sufficient stocks provided to all the outlet as per the customer requirement.
vivo should be start EMI service for those customers who need.
LEARNINGS
AND
CONCLUSION
LEARNING’S:-
I had lot many things after working two months in vivo smart phone. I have all the theoretical
knowledge in marketing but don’t know how this will be implemented practically in the field, but after
working two months in vivo Smartphone I had learned all those things, such as :-
CONCLUSION:-
Since BTL is effective than ATL so vivo should reconsider its marketing strategy with higher
advertising money going for BTL (preferably in the proportion of their respective effectiveness).
Setting up of canopies at commercial places,market place and mall will certainly show great
results.
We can’t afford to neglect the importance of ATL activities, they may not be as effective but give
information to a larger population creating a brand awareness. As we have already seen, brand
awareness has a significant association with customer base.Print media presented a very poor
show and vivo should reconsider its plans of pouring in any significant amount of money in this
media. Rather, that money should wisely be used to set-up more number of Hoardings and
banners.
Vivo is a china based smartphone company, but it provides better quality product with compare
to other china based smartphones. Vivo smartphone is popular for hifi features and funtouch OS.
CHAPTER – 10
BIBLOGRAPHY
BIBLIOGRAPHY
http://www.vivoglobal.com
www.google.com
www.wikipedia.com