Research Report

On
Comparison Of Marketing Strategies Adopted
By Oppo And Vivo

Lal Bahadur Shastri College of Higher Education

(Affiliated to Mahatma Joytiba Phule Rohilkhand

University) For the partial fulfillment of Bachelor of

Business Administration Session: 2015-18

Submitted To: Submitted By:

Mr. Vivek Gupta Pallavi Jha

Assistant Professor BBA

LBSCHE 3rd Year (6th Sem.)

 CERTIFICATE

th
This is to certify that PALLAVI JHA (BBA- 6 Sem.) of Lal Bahadur Shastri College of
Higher Education has prepared a research project entitled “COMPARISON OF
MARKETING STRATEGIES ADOPTED BY OPPO AND VIVO”. The research project
is full of efforts and endeavours.

Mr. Vivek Gupta

Assistant Professor & Mentor

(Signature)
 PREFACE
The research project entitled “comparison of marketing strategies adopted by Oppo and
Vivo”. In recent times, Oppo and Vivo have emerged as big players of the Indian smart
phone market and they have grabbed a huge market share of the Indian smart phone market
according to the recent research conducted by research firm International Data Corporation
(IDC).

Vivo and Oppo have also started sponsoring very big events and festivals in the Indian
subcontinent. Event like ICC Championships such as ICC Cricket World Cup, ICC T20
World Cup, and ICC Champions Trophy. Vivo and Oppo have focused on Camera
Performances and they have launched the smart phones which deliver high quality
pictures with both primary as well as secondary camera.
 STUDENT DECLARATION
I hereby declare that the project report titled, “COMPARISON OF MARKETING
STRATEGIES ADOPTED BY OPPO AND VIVO” is a genuine research work undertaken
by me under the guidance of Mr. Vivek Gupta (Asst. Professor, LBSIMT).

The research report has been submitted to Lal Bahadur Shastri College of Higher Education,
for the purpose of Market Survey Project Report under the compliance of fulfilment of
Bachelors of Business Administration (B.B.A.).

Pallavi Jha
th
B.B.A. (6 Sem.)
 ACKNOWLEDGEMENT
Every piece of work has some invisible helping hands with their invaluable support and
inspiration. For the completion of the project report many person directly and indirectly
assisted me.

The successful completion of a market survey project report requires guidance and help from
a number of people. I was fortunate to have all the support from my teachers. I therefore take
this opportunity to express my profound sense of gratitude to all those who extended their
whole hearted help and supported me in completing the project report on:

“COMPARISON OF MARKETING STRATEGIES ADOPTED BY OPPO AND VIVO”

I also express our deep sense of gratitude to Mr. Vivek Gupta (mentor & faculty), who
has helped us to the successful completion of this project.

Thanking You!!
 CONTENTS

1. Industry overview
 Introduction
 Company Profile
 Oppo
 Marketing Strategies Opted by Oppo
 Vivo
 Marketing Strategies Opted by Vivo

2. Research analysis
 Introduction
 Objectives of the study
 Research methodology
 Scope of the study
 Tools and techniques

3. Findings
4. Market Share
5. Conclusion
6. Limitations
7. Suggestions and recommendations
8. References
 INDUSTRY OVERVIEW:

India registered 109.1 million units of smart phone shipments with a marginal 5.2 per cent
annual growth in 2016, market research firm International Data Corporation (IDC) said
on Monday. Chinese players led the pack.

In the fourth quarter of 2016, Smartphone shipments clocked 25.8 million units --
registering similar volumes as that of 2015 but declining sharply by 20.3 per cent over the
previous quarter.

This was mainly due to a seasonal decline after an all-time high festival quarter and
demonetization in November, which led to relatively lower consumer sales in November
and December.

“Feature phone to smart phone migration has slowed down as prices of smart phones are
still quite high for a feature phone user,” said Karthik J, Senior Market Analyst, Client
Devices, and IDC.

The share of China-based vendors touched a whopping 46 per cent in the fourth quarter of
2016. Their shipments doubled over the same period last year while the share of homegrown
vendors slipped to 19 per cent.

Samsung continued to lead the smartphone market with 25.1 per cent share despite a 13.1
per cent sequential decline in the fourth quarter of 2016. But Samsung’s annual shipments
grew 3.2 per cent in 2016, driven majorly by the J-series.

Xiomi climbed up to second spot with 10.7 per cent share against 3.3 per cent share in the
same period last year. Year-on-year shipments grew threefold while sequential growth
was 15.3 per cent.

Lenovo (including Motorola) slipped to third place as shipments declined 17.4 per cent
sequentially in the fourth quarter of 2016 and 14.5 per cent over same quarter of
previous year, the report noted.

Oppo made it to the top five list with 8.6 per cent share.
 COMPANY PROFILE:

OPPO:
OPPO is a camera phone brand enjoyed by young people around the world.

For the last 10 years, OPPO has been focusing on manufacturing camera phones, while
innovating mobile photography technology breakthroughs. OPPO started the era of Selfie
beautification, and was the first brand to launch smart phones with 5MP and 16MP front
cameras. OPPO was also the first brand to introduce the motorized rotating camera, the
Ultra HD feature and the 5x Dual Camera Zoom technology. OPPO's Selfie Expert F series
launched in 2016 drove a Selfie trend in the smartphone industry.

In 2016, OPPO was ranked as the number 4 smartphone brand globally, according to IDC.
And today, OPPO provides excellent smartphone photography experience to over 100
million young people around the world.

Oppo entered the mobile phone market in 2008 and launched its first feature phone. Later on
in 2011 Oppo launched its first ever smartphone named ‘Find me’. And the latest one under
the brand name of Oppo is the Oppo f3 plus.
all the mobile phone devices under oppo brand name are :

 In 2008- the first feature phone.

 In 2011- the first smartphone named ‘find me’
 In 2012- Oppo launched 2 smart phones- finder, find 3
 In 2012- Oppo launched find 5, N1, ColorOS
 In 2014- Oppo launched R1, Find 7, N1 mini, N3 and R5
 In 2015- R7 series and ColorOS 2.1
 In 2016- F1s and F1 plus
 In 2017- f3 plus
 Marketing strategies opted by OPPO:
In over 20 countries, including the United States, China, Australia and many countries
throughout Europe, Southeast Asia, South Asia, the Middle East and Africa, OPPO is
dedicated to delivering customers with the most extraordinary mobile experience
through meticulous designs and smart technology.
According to OPPO, India is a strategic market for them primarily because there is clearly a
huge potential to grow in the Indian Smartphone market. OPPO is speeding up the sales and
service network and expects a fair growth and a bigger share of the market in the times to
come. On the brand aspect, they expect brand to become a well-known name for its
innovation, quality and service over the next five years.
The company has plans to expand more service centers this year. OPPO has recently
announced the new ‘After Sales-Service Policy’ for its handsets. This includes an added
focus on service performance, quality, understanding the customer and proactive
communication to address any query or call for support.
As a part of OPPO’s strategy to strengthen its global market and after-sales, the company
plans to open 200, new service centers across India. As a part of the new policy every OPPO
smart phone will now have extended warranty. All new handsets purchased from December
2015 onwards will have a 2-year service warranty applicable across all OPPO service
centers in India.
Talking about the price sensitive market for OPPO, there is a certain section of consumers
who are extremely technology savvy and looking for innovative and power-packed devices.
OPPO has already introduced products in the price range of Rs 6,500 to Rs 42,999 which
gives many options to Indian consumers. They focus to cover low end, mid segment and high
end segment covering the consumer preferences.
Mike Wang, CEO, OPPO Mobiles India says, “We are looking at more nation-wide channel
partners so that we can satisfy the huge customer need at the earliest. The company also has
plans to expand more service centers in the next one year. Right now we are retailing in over
20 major cities and regions, mainly through multi-brand stores. We are also planning to build
our showrooms and exclusive stores in a short time”.
“Right now we are retailing in over 20 major cities and regions across the nation, mainly
through multi-brand stores. We also have unique customer-oriented activities as per
each local market demands like seasonal activities for OPPO fans and customers” he
added.
Talking on the future plans in India, OPPO have R Series which is the recently launched
flagship series in India. Also, they are planning mid-range Neo series and Mirror series.
OPPO will bring more products catering to the Indian consumer demands. Company is
planning to come up with more mid segment smart phones which fits the budget and delivers
the best in class experience to our customers.

Where most of the mobile phones are going digital for the brand endorsements and
marketing. Oppo is betting on offline for their retail and marketing strategies in India. Oppo
with its Sister company Vivo has spent around 2,200 crores on marketing result to that you
can see Vivo and Oppo’s billboard all over the major cities in India. Oppo is also the official
sponsor of Indian National Cricket team and managed to get their name on Team’s Kit from
2017- 2022 which include the 2019 world cup in England and 2020 T20 world cup in
Australia. Oppo and Vivo marketing budget in India has not only exceeds it rival like Xiaomi
but also beats big players like Samsung and LG.

The company vision is to overtake the sales of Samsung in the next one year in Rs 6000-
20000 smartphone segments which cover 78% of market share. They have a target to expand
their sales by 25% this year. The company has also approached to small smartphone retailers
to shift their focus from Samsung to Oppo and Vivo by offering them 5-10%  of extra margin
on each phone than Samsung.That is the reason why you only see Oppo and Vivo phones in
small retailer shops in India.

Oppo has also hired stars like Hrithik Roshan, Sonam Kapoor and Deepika Padukone for
their brand endorsements in India.
 VIVO:
Vivo is a leading global smartphone brand focusing on introducing products with
professional-grade audio, extraordinary appearance, and fast and smooth user experience.
Vivo was founded in 2009 as a sub-brand of BBK Electronics. The brand entered the
telecommunication and consumer electronics industry with landline phones and wireless
phones. In 2011, Vivo started manufacturing and marketing its own range of smart
phones. Vivo entered the Indian market in 2014.

Currently 20,000 operators work in Vivo, and 3,000 engineers are in four R&D centres in
Dongguan, Shenzhen, Nanjing and Chongqing. From hardware design and manufacture,
to software development (Android based Fun touch OS), Vivo has built a complete and
sustainable ecosystem.

With the creativity and technology, Vivo keeps innovating. In 2012, Vivo created the X1,
the first Smartphone to incorporate a Hi-Fi chip, resulting in an unparalleled audio
experience. Pioneering this technology, it has been included in all Vivo smart phones ever
since. From then on, the innovation never stops:

 2012, Xplay, world’s first Hi-Fi smartphone integrated with OPA2604 amplifying power
 2013, Vivo X3, world’s first Hi-Fi smartphone integrated with ES9018 decoding chip
 2013, Xplay3s, world’s first 2K display Hi-Fi music smartphone with extreme
display performance
 2014, X5Max, world’s slimmest smartphone with a totally new framework of Hi-Fi 2.0
 2015, X5Pro, the extreme Hi-Fi and slim body model was launched
 2015, Vivo India joined the Make in India movement by inaugurating our
first manufacturing unit in Greater Noida
 2016, Vivo India launched V3/V3Max with Faster Fingerprint Unlocking System
& Camera Capture along with the opening of VIVO IPL 2016
 2016, V5/V5Plus, world’s first 20 MP Moonlight Selfie Camera

From 2011, Vivo has been certified in over 100 countries and regions worldwide,
choosing the path of internationalization and moved on. Currently Vivo is present in India,
Malaysia, Indonesia, Thailand, Myanmar, Vietnam and Philippines.

Vivo entered India in Dec., 2014 and in a short time span, Vivo has established itself as a
Hi-fi & Smart brand. Currently Vivo is serving Indian customers with 8,000 employees and
10,000 retailers, in over 300 cities in 22 states, with a strong focus on Hi-Fi Music. By the
end of 2016, Vivo will also have established more than 200 exclusive after-sales
Service centres across the country. Vivo is one of the fastest growing companies
in India.

Vivo believes in diversity and creativity in India and hence has been actively involved in
some of the most popular properties such as Colors Comedy Nights with Kapil, MTV
Roadies, MTV Bollyland Festival and Vh1 Emerge. Regionally Vivo sponsored Vijay TV–
Koffee with DD (Season 2), ETV Telugu–Extra Jabardast, ETV Kannada–Majha Talkies,
Mazhavil Manorama–D 4 Dance (Season 2), and Zee Kannada–Onduurnalli Raja Rani. As a
new brand for Indian consumers, Vivo believes in reaching out to every person in every
state and this increases the kind of effort to establish the brand in the hearts of consumers.
Vivo looks forward to more such associations in the future to create a brand visibility
amongst the Indian masses.

The “Make in India” initiative also resonates with Vivo’s plan. Its assembly unit in Greater
Noida is the first step toward this commitment. With Rs. 125 crore first-phase investment,
the unit has been operational since November, 2015. About 2,200 Indian employees are
currently employed in the factory to help its production capacity reach one million
units/month and build a solid foundation for Vivo’s sustainable development in India.

Vivo strives to become a world-class enterprise, healthy, progressive and sustainable.

Love India, Love Vivo

 MARKETING STRATEGIES OPTED BY VIVO
Headquartered in Dongguan, Guangdong province, Vivo mostly uses brick and mortar
strategy. Vivo focuses on developing retail networks and exclusive service centres and is
currently working with more than 8,000 employees and 10,000 retailers across Indian
geographies. According to their vision in the Indian market, India is a huge market and
holds enormous potential.
Under the Go to Market strategy, Vivo associated with some high profile properties to reach
out to target group through properties like Comedy Nights with Kapil, MTV Roadies and
Vh1 Emerge Festival. Vivo have also invested a huge amount in print ad campaign last year
during Diwali and celebrated 100 Smart days which ended with New Year.

Also, to succeed in the market Vivo shall focus mainly on great products, progressive brand
and approach young people. Talking about their range of products, Vivo has launched three
series: X V and Y in India with total of 11 models so far. X Series with X5Pro & X5Max is
premium series catering to HNI group (entrepreneurs, fashion lovers, etc.), while V Series is
their exclusive series to Indian market, which caters to the mid segment, targeting young
music lovers. Y series lies in the affordable segment and is high on features and low on price.

Vivo has channel strategy is very simple as they operate through their regional state offices in
different state capitals. Followed by micro-distributors city-wise, which distribute products to
different retailers and MBO’s. Vivo India till now focused in development of strong retail
network on ground. In year 2016, Vivo is definitely targeting every major modern trade outlet as
a point of sale. We are now equipped with all the resources, logistics & skilled manpower. We
shall tie-up with every outlet within this year which shall agree with our policies.

Alex Feng CEO, Vivo India, CMO, Vivo Global shared his views, “Our journey in India has
been very overwhelming till now and the love, trust & support received from our Indian
friends motivate us to be more productive and deliver the best in class quality in affordable
price range. Keeping in mind the same aim, we recently inaugurated our manufacturing plant
in Greater Noida, which shall for now assemble all the products available in market and
reduce the cost of imports and hence help us deliver competitive products”.

To promote the product and brand most of the companies have their brand ambassador but
currently Vivo doesn’t have any brand ambassador. They will look for a brand ambassador in
future depending on market scenario.

Talking about the initiative of ‘Make In India’ Vivo has strong support towards PM
Narendra Modi’s campaign under which Vivo have set up the first manufacturing plant in
Greater Noida, U.P. on their first anniversary in India recently.

The new manufacturing unit with a maximum production capacity of one million devices a
month will help create around 2,200 jobs. Vivo Mobile India has invested approx. Rs. 125
crore as its first phase of investment in the 30,000 sq.m. facility which comprises several
assembly lines, quality control lab and warehouses.

VIVO, in 2017 spent a lot on cricket and entertainment. The smartphone maker sponsored Indian
Premier League, one of the most glamorous cricket series of India, in 2016 and 2017. In a deal of
worth Rs. 200 crore, VIVO replaced Pepsi, which signed a five-year deal for Rs. 396 crore for the
rights of IPL. 

In a latest development, the Chinese smartphone brand has paid Rs 2,199 crore to retain the title
rights for IPL till 2022. 

Also, in May 2017 the brand had signed a five-year sponsorship deal with Pro Kabaddi. The deal is
estimated to be of worth Rs. 300 crore. Not only this, but it has also become the official sponsor of
the 2018 and 2022 FIFA World Cup.

VIVO India’s Chief Marketing Officer, Vivek Zhang narrated the idea behind these associations
and said, “Our associations with different channels and properties are to ensure that we continue
tapping the new and existing customer base in India. In the long run, these associations with the
youth centric TV shows would reap benefits for the brands in terms of strengthening brand value
and increased sales. Vivo would be looking forward to more such associations in the near future to
have a strong brand visibility amongst the Indian youth.” 
 Mission & Vision
 To customers, we promise to provide quality products and superior services.
 To employees, we commit to build up harmonious work atmosphere of mutual respect.
 To business partners, we shall furnish a fair and square cooperative platform on the basis
of equality and mutual benefit.
 To shareholders, we are devoted to rendering higher investment returns than average.

Corporate Prospect

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

 Core Values:
Vivo India general business principles describe our group’s core values, responsibilities and
the principles & behavior by which we do business.

Our Values:

Vivo India employees share a set of core values:

 Benfen
 Integrity
 Team Spirit
 Superior Quality
 Sustained Learning
 Customer Orientation
 Make In India
We came to India with a vision to give our customers ingenious, ‘Made In India’ products.
A year later, with an assembly unit all set to operate from Greater NOIDA, our vision has
now become a reality.

The first part of our expansion plan in India, we setup the assembly unit to contribute to
the ‘Make In India’ initiative with our exclusive ‘Made for India’ V-series smart phones.

The 30,000 square meters production facility, located at World Trade Centre, is Vivo’s 7th
largest assembly facility outside China. The assembly unit has a maximum production
capacity of 1 million smart phones per month, which can be further increased as per future
requirements.
 OBJECTIVES OF THE STUDY
The Primary Objective was to study about the marketing strategies adopted by smart phone
brands Oppo and Vivo and how they have made a significant reach in the Indian Smart
Phone market.

The Secondary Objectives of this study were to identify:

 To study in detail about the marketing strategies adopted by Oppo and Vivo.
 To find out whether the strategies were effective or not.

RESEARCH METHODOLOGY

Data collection

 Secondary data

Secondary data

This is pre collected data and can be obtained either from external sources such as
trade associations, government, etc or from within the company (proprietary
information).

COMPARATIVE RESEARCH
Comparative research, simply put, is the act of comparing two or more things with a view to
discovering something about one or all of the things being compared. This technique often
utilizes multiple disciplines in one study. When it comes to method, the majority agreement
is that there is no methodology peculiar to comparative research. The multidisciplinary
approach is good for the flexibility it offers, yet comparative programs do have a case to
answer against the call that their research lacks a "seamless whole.”
 SCOPE OF THE STUDY
In the present smart phone market; globally as well as in India there is a stiff competition
among the brands to be at the top and serve the customers in a way better then ever before.
Brands counter the products launched by other brands by giving the same features to their
customers at a much lesser price and today customer is at ptofit because he is getting value
for money and he doesn’t have to invest more for enjoying the additional features. Oppo and
Vivo have emerged as the two brands which are globally present and feel the importane of
Indian smart phone market, and the pace at which the market the grown in India. People here
in India are obsessed for selfie cameras and they want a high quality secondary camera
which Oppo and Vivo has provided at affordable prices.

TOOLS AND TECHNIQUES

Secondary data : Research Reports and the information provided on company’s website.
 FINDINGS
 Both the brands have become a focus center as they have provided their customers
with a high quality secondary camera for capturing extraordinary selfie.
 They have analyzed that Indians are the people who are very much price sensitive,
so they have mostly the middle class people and have launched the mid range
phones from a price range of 6,499 to 42,999.
 The brands are also now targetting on their after sales services and for providing
their customers a world class experience they are now planning to open more service
centers across the parts of India.
 Oppo as well as Vivo is collaborated with Indian Prime Minister’s initiative “Make In
India” and “Digital India”.
 Vivo is making use of the “Brick and Mortar Marketing Strategy” whereas Oppo
is focusing on giving their customers good after sales services.
 Both Oppo as well as Vivo sponsors big events such as Sports events and award
shows to market their product at a global level.
 Oppo as well as Vivo know that the customers here in India are really price sensitive
so they have launched devices in a price range of about 6,499 to 42,999.
 Vivo has also applied the “Go To Market” strategy under which it is assosiated with
various shows like Kapil Sharma Show, Koffe with Karan, etc.
MARKET SHARE
 CONCLUSION
In today’s marketing scenario “Consumer” is the king of the market, so the big houses are
delibaretely forced to make the products which serve the people’s need in a way better
better then before. Oppo and Vivo have done exactly the same; they have always thrived
for a better customer experience and through this have become as one of India’s most
trusted smart phone brands.

They are launching the products which deliver value for money and catter the needs
of common man of India. And as selfie is trending these days; so the brands have
provided their customers with some extraordinary features in the secondary camera’s of
their smart phones through which they can captures high quality selfie’s at any time they
wish to.

The brands Oppo and Vivo are also thriving to give their customers better; after sales
services and for which they coming up with the service centres across the various parts
of the country.
 LIMITATION OF THE STUDY

1. Under the research project, I have only studied about the marketing strategies
opted by the two smart phone brands of India.
2. As the research project is based on the secondary data, so I had to rely more data
which is available on the websites.
 SUGGESTIONS AND RECOMMENDATIONS
I would like to suggest some points to the two brand:

 The brands should come up with some more maufactruing plant in the Indian
subcontinent, which will provide employment to the Indian people as well as the
brands can also meet out the surging demands in today’s scenario.
 The brands should also produce some feature phones as every customer doesn’t
want to have a smart phone in their pocket.
 The brands should also focus on other dimensions such as good sound
quality, because solely camera performance doesn’t make up a good phone.
 The brands should work more on the marketing and distribution channel of their smart
phone network.
 REFERENCES

BOOKS:
Marketing Manegement by Philip Kotler

WEBSITES:

http://www.voicendata.com/go-to-market-strategies-of-mobile-vendors-in-india/

http://www.vivo.co.in/About/

http://www.hindustantimes.com/tech/indian-smartphone-market-grew-5-2-in-
2016-idc/story-OAt1GGj0udGwyUS7nG8uAL.html

http://www.oppo.com/en/about-us