Mini Project Report On “Digital Marketing” Submitted By: Mr.G.Kingstonl D.No:21UCO522 Submitted To: Dr.J.Vinoth Kumar Assistant Profesor Of Commere anenieG Department Of Commerc (Shift II) St Joseph's College (Autonomous) Tiruchirappali-620002 Tamilnadu 20221 Introduction 2.Company Info... 3.Advertisment1 Introduction Of Digital Marketing: Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and. servic Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life. [4] and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing. social media optimization, e-mail direct marketing. display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones (SMS and MMS). callback _ and on-hold mobile ring tones.[7] The extension to non-Internet channels differentiates digital marketing from online advertising. ‘The development of digital marketing is inseparable from technology development. One of the first key events happened in 1971, when Ray Tomlinson sent the first email. and his technology set the platform to allow people to send and receive files through different machines.[9] However, the more recognizable period as being the start of Digital Marketing is 1990 as this was where the Archie search engine was created as an index for FTP sites. In the 1980s the storage capacity of computers was already big enough to store huge volumes of customer information. Companies started choosing online techniques, such as database marketing, rather than limited list broker.[10] These kinds of databases allowed companies to track customers’ information more effectively, thus transforming the relationship between buyer and seller. However, the manual process was not as efficient.In the 1990s, the term Digital Marketing was first coined,.[11] With the debut of server/client architecture and the popularity of personal computers, the Customer Relationship Management (CRM) applications became a significant factor in marketing technology.[12] Fierce competition forced vendors to include more service into their software, for example, marketing, sales and service applications. Marketers were also able to own huge online customer data by eCRM software after the Internet was born. Companies could update the data of customer needs and obtain the priorities of their experience. This led to the first clickable banner ad being going live in 1994, which was the "You Will" campaign by AT&T and over the first four months of it going live, 44% of all people who saw it clicked on the ad. In the 2000s, with increasing numbers of Internet users and the birth of iPhone, customers began searching products and making decisions about their needs online first, instead of consulting a salesperson, which created a new problem for the marketing department of a company.[15] In addition, a survey in 2000 in the United Kingdom found that most retailers had not registered their own domain address.[16] These problems encouraged marketers to find new ways to integrate digital technology into market development. In 2007, marketing automation was developed as a response to the ever evolving marketing climate. Marketing automation is the process by which sofiware is used to automate conventional marketing processes.[17] Marketing automation helped companies segment customers, launch multichannel marketing campaigns, and provide personalized information for customers.,[17] based on their specific activities, In this way, users activity (or lack thereof) triggers a personal message that is customized to the user in their preferred platform. However, despite the benefits of marketing automation many companies are struggling to adopt it to their everyday uses correctlyVO vivo Vivo Communication Technology Co. Ltd.. (styled as vivo). is a Chinese multinational technology company headquartered in Dongguan. Guangdong that designs and develops smartphones, smartphone accessories. software and online services. The company develops software for its phones, distributed through its V-Appstore, with iManager included in their proprietary, Android-based operating system, Origin OS in Mainland China and India, and Funtouch OS elsewhere. Vivo is an independent company and develops its own products. It has 10,000 employees, with research and development centers in Shenzhen, Guangdong, and Nanjing, Jiangsu.[3] In the first quarter of 2015, Vivo was ranked among the top 10 smartphone makers, achieving a global market share of 2.7%. Since its founding in 2009, Vivo has expanded to over 100 company entered the Thailand market.[5] Vivo quickly followed up with launches in India, Indonesia, Malaysia, Myanmar, Philippines, Thailand, and Vietnam. In 2017, Vivo entered the smartphone market in Taiwan, long Kong, Macau, Russia, Brunei, Cambodia, Laos, Sri Lanka, Bangladesh, and Nepal.{6][7][8][9] In June 2017. it entered the Pakistan smartphone market and the Vivo brand is currently experiencing rapid growth and popularity in the country. In October 2020, Vivo announced that it would begin to sell its products also in Europe.On 17 December 2020. Vivo and Zeiss announced a long-term strategic partnership to jointly promote and develop breakthrough innovations in mobile imaging technology. The first “Vivo Zeiss co-engineered imaging system” will be featured in the Vivo X60 series. As part of the collaboration nent, Vivo and Zeiss will establish the Vivo Zeiss Imaging Lab, a joint R&D program to innovate mobile imaging technology for Vivo's flagship smartphones. In April 2021, three pallets of Vivo phones{ 13] caught fire at Hong Kong International Airport, prompting a ban on air freight of Vivo phones through Hong Kong, In June 2022, Vivo entered the world famous Guinness Book of Records.[15] It achieved the record for the "Longest Video" in which its flagship device Vivo X Fold happened to be folded over 300,000 times for a total length of 270 hours or 11 days and 6 hours. In October 2015, Vivo became the title sponsor of the Indian Premier League (IPL) under a two-year deal starting in the 2016 season.[17][18] In July 2017, the deal was extended until 2022.[19] However, in response to the 2020 border skirmishes between India and China, the Board of Control for Cricket in India (BCCI) was criticised in India for allowing a Chinese company to be the title sponsor of the league. Vivo and BCCI mutually agreed to suspend the deal for the 2020 season, with a clause to resume it next season. In June 2017. Vivo reached a sponsorship deal with FIFA to become the official smartphone brand of the 2018 and 2022 FIFA World Cups [21] The company also signed a deal with UEFA as an official partner of the UEFA Euro 2020 and UEFA Euro 2024,[22] and became a title sponsor of India’s Pro Kabaddi.Vivo has a sponsorship deal with the NBA in China, with Golden State Warriors player Stephen Curry. He endorses the brand in China and the Philippines. In June 2020, the cybercrime unit of Meerut Police revealed that more than 13,500 Vivo smartphones used in India were running on the same IMEI number. The IMEI number is a 15-digit code meant to be unique to every mobile device, that may be used for tracking criminals or stolen mobile phones. By using the same IMEI number for multiple devices. Vivo could have hampered police tracking of criminals or stolen devices. In 2017, the Telecom Regulatory Authority of India issued a statement that all mobile devices would be required to have a unique IMEI number. Failure to do so would be seen as tampering and could result in a fine or up to 3 years of imprisonment The events led to the police filing a case against Vivo and its service centre. The lapse reportedly came to light when a police officer gave his mobile phone to the staff at the cybercrime unit for examination, as the phone was not working properly despite being repaired at a Vivo service centre in Meerut. The cybercrime unit found that the IMEI number of the device was different from the one printed on the box, and then forwarded the IMEI number to an unidentified telecommunications company providing telecommunications services for the handset and asked for the relevant data. The company informed that as of 24 September 2019, the same IMEI number had been running on 13. mobile phones in different states of the country. The Meerut police reportedly handed a notice to Vivo India's nodal officer Harmanjit Singh under Section 91 of the CrPC, and also registered a case under Section 420 of the Indian Penal Code. he Indian government raided the offices of Vivo in July 2022 and accused the company of tax evasion. The company allegedly remitted almos t half of its turnover out of India.[29] The Enforcement Directorate also blocked the bank accounts of the company to prevent further money laundering.Mission: Create great products for users Create a joyful and progressive environment for employees Create win-win platforms for partners based on mutual trust Render steady long term returns on investment for sharcholders Vision: Develop into a healthier, more sustainable world-class corporation Core value: Benfen, design-driven value, user-orientation, continuous learning and team spiritVivo is a mobile telecommunications service provider — mobile phone services, data transmission and Internet — that has been in operation since 2003 in the telecommunication industry. The company’s main focus is to provide more and better produets and services of mobile communication, bringing innovation and advantages in order to make customers’ life easier and enjoyable Currently, the company holds about 30% market share and a customer base of 50 million users in the Brazilian market. The following Situation Analysis will describe the current conditions surrounding Vivo and its products. It includes detailed information on the company’s products and services, an analysis of the market, an evaluation of Vivo’s competitors and distributors, historical results of marketing efforts, an industry-wide financial analysis, and macro environment information This marketing plan intends to address a new and revolutionary opportunity within a saturated mobile market. Operating in a highly competitive industry makes companies pursue new strategies in order to differentiate themselves from competitors. It has been difficult to distinguish from the pack only using voice and standard data (as short messages). Moreover. Vivo has always been concerned about being an innovative company aiming to make life easier to its customers. For that reason, this assignment is based on a new product development known as mobile-payment. This method basically consists on financial transaction using mobile phones as a way of payment, replacing credit/debit cards, money and checks. It has been identified that there is a great opportunity for the parallel market and small financial transactions which are not attended by financial institutions. In additional. this service aims to facilitate customers’ lives since mobile phone became an indispensible gadget for majority of people. Vivo will take advantage of these opportunities by developing a new service which could provision that need.Vivo Participacoes S/A (Vivo) is a Brazilian mobile telecommunication service provider, controlled by two European companies: Portugal Telecom and Telefonica. The joint venture was established in April 2003 and since then it is the largest mobile operator in the Southern Hemisphere and one of the largest in the world. It is a leading mobile phone market with a share of 29.9% and a base of about 50 million subscribers and roughly 10,500 direct employees. It has national coverage and it is the only operator in Brazil that offers wireless services in developed two key technologies used in the world — GSM and CDMA. Also it is the only one that offers services of third generation, 3G and CDMA EVDO. For the third consecutive year, Vivo’s brand has been regarded as the Country’s most valuable mobile phone brand in the ranking organized by the British consulting firm Brand Finance, recording a value of R§ 5.8 billion The company is continuously focused on expanding and improving connectivity among individuals, a commitment that has been summarized in the expression “Vivo — Quality Signal”. For this purpose, it has been investing in the development and improvement of technologies and services, as well as in policies geared to customer satisfaction. As a result, Vivo has been offering to its customers a broad and innovative portfolio of voice and data products and services Vivo’s main goal is to provide more and better services for customers to be able to connect themselves — whenever they wish, however they wish. from wherever they wish. every time more. Thus, it manages to stimulate a networked society, which brings along a huge source of opportunities for people to develop progress and live better. Accordingly. Vivo feeds a virtuous cycle which is reflected on the self-sustainable evolution of its own business. In 2009, the company recorded a net income of R$ 16.4 Billion, a 5% growth over the previous year. The company shares have been traded at the Sao Paulo Stock Exchange (BM&F Bovespa) since 2006. These shares are also listed on the New York Stock Exchange.1.2 RATIONALE The mobile phone industry is one of the fastest growing industries in Brazil. In 2009, about 23 million new mobile phones started operating and according to Anatel (regulation institution), the year ended with 175 million mobile phones in operation, a growth of about 16% in a year. Vivo estimates that until 2012 the number of mobile phones in Brazil will exceed 200 million. This means. on average. each Brazilian person will have a mobile phone of his/her] own. These days, mobile phones have been considered as part of consumers’ lives, a necessity rather than a luxury. People can forget their wallets but not their mobile phones. Due to a high rate of penetration (almost 94%), mobile phone operators have been struggling to find new alternatives to increase their profits and retain their customers. Making profit from new subscribers or voice revenues is becoming} more and more challenging, since the market is almost saturated and voice revenue have become a commodity, Bearing this in mind, Vivo has been seeking applications that would allow them to provide long-term services for its customer: Besides, Vivo recognizes that offering additional services can attract new customers and stabilize its subscriber base. Data revenues growth is one of the answers that mobile phone operators came up with to avoid decrease in ARPL (Average Revenue per User). In Brazil, non-voice revenues represent only 13% of total ARPU. Though, Vivo is also the leading mobile phone company regarding data ARPU revenues -18.4% on the last trimester of 2009. Mobile operators in mature wireless markets such as South Korea and Japan have already reached 19% and 29% of ARPU respectively On the other hand, customers are constantly searching for convenience and added value services. They have become extremely demanding, taking advantage of the highly competitive market that mobile companies are inserted in. Moreover, people expect companies to develop products that exceed their expectations. Considering this scenery, Vivo spotted a great opportunity to overcome those issues using its technology to develop a service called Mobile Payment.10 Mobile payment shows signs of being on the verge of enormous growth and, as such, offers several strong incentives for mobile phone operators — including a new source of incremental revenue and an incentive for customers to remain with a provider instead of switching. Vivo currently offers mobile phone services to customers in its target market. Its core products are voice-services (calls) and non-voice services (sms, media messaging, internet etc.). Those services meet the needs of its market by offering the best quality from the customers’ view point. Most consumers purchase Vivo’s services through stores (sell-owned and dealers), internet, telemarketing and consultants (corporative) lis products gave it a competitive edge because Vi invested in the expansion of its network across Brazil and in the improvement of its operations so that they could offer customers greater coverage and a better signal quality, In the last few years. they have centered all their resources and efforts in all that matters to the customers: services, customer relations and billings/recharges. Voice traffic is still the main source of income. In 2009 the total service's revenue was R$ 15.006 millions (around £5.000 million) and voice contributed with R$ 12,000 millions and internet data with the remaining R$ 2,000 million. The reason for this panorama is basically price. Internet access is still expensive compared to voice tariffs Mobile phone providers, banks, brokerages, credit card companies and technologies businesses have been investing over the years in payments services over the phone. Several pilot projects are being tested. The stimulus could not be better. The number of mobiles phones in Brazil reached | 5 million last year.Mobile phone providers, banks. brokerages, credit card companies and technologies businesses have been investing over the years in payments services over the phone. Several pilot projects are being tested. The stimulus could not be better. The number of mobiles phones in Brazil reached 175 million last year. The mobile money transfer and payment sector represents a significant prospective market for mobile operators, financial service organizations, governments, retailers, and end users, especially in developing markets like Brazil. In the recent past, the whole Latin America was affected by hyper-inflation. resulting in the desire for methods of fast money transfer in Brazil. The desire to extend electronic payments to a convenient device like the ubiquitous and personal mobile phone is high and, with mobile payments, the transaction can occur in real-time — also desirable in a country with fluctuation inflation. The rapid growth in access to mobile telecommunication in Brazil has created great opportunities to provide secure, low-cost financial services using the local mobile networks. Furthermore, mobile payments could also improve the economy and leverage financial transactions since millions of people do not have bank accounts. Even though this seems to be more beneficial then harmful, there is still no legislation which could regulate this service over mobile phones. Though, the Federal Bank has already been following this issue.sqvUSWOL 3s90q 4nofi 4O4 a1W18S IYBIN SIO SAlaS LZ/A er os d1O0 %OS OldN 139ae ¥ Ce Aa Nr GS 2ZA 2 ee eC, NANT laf) AS =EPle) i / IWAILSSAeae a ee tT at Tons +94d O9OX CO en OO