Experiential Marketing

VIVO
Customer Experience Store
Assignment: 1

Submitted to: Presented by:

Mr. Pratik Ghosh Anamika Chauhan
Bhavya Diddee
Karina Tuggar
Navin Kumar
Sakshi Shukla
Twinkle Sukhija
SUMMARY OF
CONTENTS
Brand Introduction
Brand Image & Evolution
The Vivo Experience
Vivo Retail Experience
Competitor Analysis
Promotions
Customer Reviews and Feedback
 ABOUT VIVO

LOVE INDIA, LOVE VIVO

 FOUNDER & PARENT
TYPE FOUNDED COMPANY
CEO

2009,
BBK
SUBSIDIARY DONGGUAN, SHEN WEI
ELECTRONICS
CHINA
 WINNING FORMULA
2015
2014 The sales volume would

2011 reach 45 million

worldwide. The annual
production capacity is 60
Vivo releases and
markets its million units. Vivo is now
smartphone under the among the top
Vivo started its
Vivo brand, ranking as Five most profitable
smartphone
the 10th top smartphone smartphone
Business, contrary to its
brand globally. brands In China.
landline and wireless
phones
Business.
 PRODUCT EVOLUTION
A BRIEF TIMELINE

2012 2013 2014 2015

VIVO created the first VIVO launched world’s VIVO launched world’s
VIVO created world’s
Smartphone To first Hi-Fi smartphone first 2K display Hi-Fi music
Slimmest smartphone
incorporate a Hi-Fi Integrated with ES9018 smartphone with
With a totally new
Chip, resulting in an decoding chip. Extreme display
Framework of Hi-Fi
Unparalleled audio performance.
2.0
Experience.
 BRAND IMAGE

.
Innovative Quality

Made in India Affordable

Innovation
 NEW BRAND LOGO

• Changed Shade of Blue: soothing to the

eye
• Chinese Font
• Simplified lines
• Sharpened Angles
• Effort to reflect company’s innovation
• Appeal to the global audience
The Vivo
Experience
• First experience store in India, at Brigade Road, one of the most
popular high-street retail hub and business district of the city
• Spread across 3600 sq. ft. with two floors
• Both floors have retail community zones that provide customers
access to the entire range of Vivo smart phones
• First-hand experience of all Vivo products in an engaging and
stimulating environment
• Store is aimed at creating compelling and immersive
opportunities for customers to experience the products before
making a purchase decision
 Customer Experience Enhancers
Vivo has taken the customer experience to the next level, and has provisions not just to enhance the
customer’s buying experience, but also the post-purchase experience. The customers are provided with a
VIP card, which they can use for years after making the purchase. The provisions are:

Chairs to relax while Library Video Games Coffee on the house Provision to host
examining phones parties/ events

Professional Foot Electric drum set Home theatre system Free Tempered glass for Free pick up and drop
Massage Chairs and projector for movie mobile phone service for repair
screenings
RETAIL
EXPERIENCE
• An experience any customer has in a retail store from the
point of display to the point of purchase
• The process a consumer has gone through is a retail
experience which includes lot of factors:
➢ Display of stocks
➢ Stock availability of different sizes
➢ Stock availability of variety in various categories
➢ Staff interaction with the customer
➢ Checkout experience
➢ Store ambience
 VIVO’s RETAIL EXPERIENCE (1/2)

• Experience Center:
Spread across 3,600 sq. ft. with two floors

• Display of stock: minimalistic with 10 target products

as per audience footfall

• Stock availability:
Z, Nex series and some of the latest Y series of
smartphones with both the variants 6GB+60GB and
6GB+128GB of storage

• Staff interaction with the customer:

➢ Polite, Interactive
➢ Delivered the details of the product well
➢ Offered options
VIVO’s RETAIL EXPERIENCE (2/2)

• Checkout Experience:
➢ In store signage
➢ billing process: card machine, online payment system
all accepted

• Store ambience:
➢ Form : Neat & minimal
➢ Colour : white, blue and black, with touch of green
➢ Interior : Modern & straight
➢ Lights: White light, black lit panel around shelves
➢ Material used for shelves: Glass and acrylic
➢ Marked out customer pathway around the store
➢ Aerated store design and layout
 Experiential Marketing

Any form of customer Focused Marketing activity that creates a

connection to customers.

“ Dazzle their senses, touch their hearts and stimulate their needs”.
 Components Of Experiential Marketing

Sensorial Emotional Cognitive Relational

• Hearing
• Moods • Thinking • Social context
• Touch
• Feelings • Conscious • Real
• Sight • Experiences • Mental Process • Imagined
• Sense
 VIVO COMPETITORS

.
Samsung Oppo

One Plus Xiaomi

HOW IS IT DIFFERENT FROM ITS COMPETITORS ?

1. Personal Customer Experience

2. Real Time Phone Experience
3. Helpful Staff
4. Use Coffee Shop and Library Anytime
5. Can Host Parties
 World's First Vivo Brand Concept Store - Sea World, Shekou, Shenzhen

https://v.qq.com/x/page/x085268mid4.html?start=135
http://shekoudaily.com/blog/grand-opening-of-worlds-first-vivo-brand-concept-store--sea-world-shekou-shenzhen.html
 PROMOTIONS
LAUNCH OF THE EXPERIENCE CENTER

Mr. Kenny Zeng

“VIVO’s commitment for creating and
letting consumers experience before
purchase”.

Mr. Keng (Chief Marketing

Officer of VIVO) LUCKY DRAW
& Winner got a brand new VIVO V7
Kannada movie cine star phone
Sruthi Hariharan
STRATEGIC PLACEMENT OF EXPERIENCE CENTER

Why Brigade Road? “VIVO road”

Biggest commercial centres Brigade road turns to
and “VIVO Road”
Busiest shopping areas during major festivals

In front of One Plus No worries about Service

As a part of
marketing strategy
Centres
Free tempered glass
Also provides phone services
 Ways of Promotions

Fully Furnished
First Floor The Library The Nail Art FAN Club

To create a social,
Take away home
meet and greet
books Fun at Exciting prizes
environment
Comfortable sitting Fingertips and
open to all
and Every Saturday hampers
from 10 am - 10 pm,
reading zone
7 days a week
The Nail Art VIVO Fans Club VIVO Coffee Zone
CUSTOMER FEEDBACK & REVIEWS

Researcher
CONCLUSION

• The old model of running of a business can not work

• Every company has to come up with something new
• Now goods/ services/ prices no longer a differentiator
• Customers looking for value enhancing memorable
experiences
• Brands need to stand out and not lag behind
• Adaptation to the changing environment
 V I V O EXPERIENCE STORE BENGALURU

Presentations are
communication tools that
can be used as
demonstrations, lectures,
speeches, reports, and
more.
 THANK YOU

For your patience