STUDENT ASSESSMENT SUBMISSION AND DECLARATION

When submitting evidence for assessment, each student must sign a declaration confirming that the
work is their own.

Student name: Hassan Riaz Assessor name:

Issue date: Submission date: Submitted on:

Programme:

PEARSON BTEC HIGHER NATIONAL DIPLOMA IN BUSINESS (RQF)

Unit: 39 SALES MANAGEMENT

Assignment number and title: Sales

Internal Verifier : Muhammad Ali Iqbal Raja

Plagiarism
Plagiarism is a particular form of cheating. Plagiarism must be avoided at all costs and students who break the
rules, however innocently, may be penalised. It is your responsibility to ensure that you understand correct
referencing practices. As a university level student, you are expected to use appropriate references throughout
and keep carefully detailed notes of all your sources of materialsfor material you have used in your work,
including any material downloaded from the Internet. Please consult the relevant unit lecturer or your course
tutor if you need any further advice.

Student Declaration
Student declaration
I certify that the assignment submission is entirely my own work and I fully understand the
consequences of plagiarism. I understand that making a false declaration is a form of
malpractice.

Student signature: Date:

Contents
Plagiarism....................................................................................................................................1
Task 1:.............................................................................................................................................3
Vision:..........................................................................................................................................3
Mission:.......................................................................................................................................3
Core Values:................................................................................................................................3
A) SWOT Analysis:.......................................................................................................................3
B) Consumer Buying Behavior Process and Business Buying Behavior Process:.....................4
Problem recognition.....................................................................................................................4
Information Search:.....................................................................................................................5
Evaluation of Alternatives...........................................................................................................5
Product Choice:...........................................................................................................................6
Outcomes:....................................................................................................................................6
Recommendations:......................................................................................................................6
C) Importance of designing and organizing the right Sales Structure..........................................6
Pricing Strategy:..........................................................................................................................7
Product Strategy:.........................................................................................................................7
Direct Channel.............................................................................................................................7
Indirect Channel...........................................................................................................................7
Publicity and public relations......................................................................................................7
Marketing on social media...........................................................................................................7
Co-branding.................................................................................................................................8
Endorsement by a Celebrity.........................................................................................................8
Sporting events, cultural events, and other activities..................................................................8
D) Importance of Selling through others channels in Q mobile:...................................................8
Promotions:..................................................................................................................................8
Personalized marketing................................................................................................................8
 Communication in Online Marketing..........................................................................................8
Experiences and Events...............................................................................................................9
Marketing on the Go....................................................................................................................9
Publicity and Public Relations.....................................................................................................9
Word-of-mouth marketing...........................................................................................................9
Other Retail Platforms.................................................................................................................9
TASK-2:..........................................................................................................................................9
A) Selling strategy by Vivo in comparison with Qmobile:.....................................................10
B) Effective Portfolio Management of Vivo:..........................................................................11
Effective portfolio management by Qmobile:...........................................................................12
C) Strategies applied by Vivo for efficient sales force:...........................................................13
Essentials followed by Vivo for Sales Force:........................................................................13
D) Effective Sales Strategies...................................................................................................15
Sales Management:
Task 1:

The company which suits the best according to the given condition is Q Mobile because of their
network of B2B & B2C. Also being a local company, it benefits the country and are included
fast moving consumer (FMCG) organizations too. Q Mobile is a consumer electronics marketing
firm based in Pakistan that sells smartphones. With an estimated 1.1 million smart phones sold
monthly, it is one of Pakistan's leading smartphone marketing brands.

The launch of QMobile in Pakistan gave other companies an idea about the potential of the
country's mobile phone market. As a result, new entrants entered the market and established
QMobile as a leading player in the low- and mid-range mobile phone market.

The company's entry into the country's mobile phone market gave other companies an idea about
the potential of the Pakistani market. As a result, new entrants entered the market and established
QMobile as a leading player in the low- and mid-range mobile phone market.

QMobile's range of devices includes various types of tablets and phones, all running on Android
OS. In 2015, it launched the first Android One device in Pakistan. However, it lost its popularity
and eventually joined forces with other companies to launch the View Max series in 2020.

Vision:
To continuously innovate in the telecommunications business by assisting people in successfully
communicating with one another while offering outstanding customer service.

Mission:
To empower clients by pushing telecommunications boundaries and delivering new era
communication channels that best fit the needs.

Core Values:
 Integrity
 Team Spirit
 Superior Quality
 Sustained Learning
 Customer Orientation
 A) SWOT Analysis:
Strengths:
1. DIGILCOM and LG's experienced workforce
is Q Mobile's greatest asset.
2. A better sales distribution mechanism
throughout Pakistan.
3. It's simple to use
4. Battery with a long life
5. Brand recognition throughout the board
Opportunities:
1. Smart phones accessories and add-ons.
2. Looser regulations allow Q mobile to
perform in a way that is most advantages for
them and their customers.
3. New products can help Q mobile to expand
their business and diversity their customer
base.
4. Q mobile can use online market to reach
their customers with low cost
5. Untapped lower market
for smartphones.
segment
Weaknesses:
1. There isn't much room for market expansion
left.
2. Q mobiles offer all of the functions at a lower
price, but buyers don't seem to like them.
3. Because it is a relatively new company in the
industry, don't equate quality with q mobiles.
4. There are a limited amount of loyal users.
5. In remote places, there is no information.
Threats:
1. The country's political situation is unstable.
It is not possible to invest too much money.
2. China as a whole is capable of destroying their
market.
3. Consumers have more faith in well-known
brands such as Nokia and Samsung.
4. Because Q mobile is a new player in the
market, any major flaw discovered in the phone
may harm the company's reputation.
5. Competitors such as Nokia and Samsung in
the market. They've also been in the market for a
long time.
6. Price Competition

B) Consumer Buying Behavior Process and Business Buying

Behavior Process:
The mobile phone market is mature and competitive. As a result, understanding how people
choose mobile phones is crucial for marketers.

In order to understand consumers' behavior towards Qmobile and how they make their decision
to buy a mobile phone, marketers will use the framework to finish this task.

Problem recognition
The first step in the consumer decision-making process is identifying a problem that is related to
their current product. This is usually caused by a difference between the ideal state and the actual
state. According to Solomon, a problem can be complex, rational, or irrational.

There are various factors that can cause a product to be labeled as problematic. Some of these
include:

 Ideal
 Ideal state Ideal
  Actual state Actual
 Actual
 NO problem Opportunity recognition Need recognition

Today, mobile phones are not only a device, but they are also a sign of fashion. Some consumers
are also out of vogue with their mobile phones. According to Yttri and Ling, mobile phones are
not only a communication tool, but they also allow people to express their self-image. To address
this issue, consumers change the wallpaper of their mobile phones and set their own unique ring
tones. Here Qmobile can make a grab by already offering vibrant 60 Hz screens in their phones.

Some consumers might also feel that their mobile phone is getting too old or that it needs to be
fixed. For instance, they might want a new phone after the release of a new model. On the other
hand, they might also be dissatisfied with their current device. Qmobile comes up with fancy
designs and upto date minimal design of their devices so people don’t feel outdated for their
phones.

Information Search:
After a consumer realizes that the current product is not as good as it should be, they will then
start looking for other products that can solve the issue. This process is referred to as information
search. If a person decides to purchase a product, they will also perform this process before
making a final purchase.

An information search is a type of search that's conducted on behalf of a consumer. It can be

categorized into two categories: internal and external. An internal search is for people who
already have some knowledge of a product, while an external search is for people who are
looking for information about a brand-new product which can be Qmobile.

The mobile phone market is a mature one, with over 4.6 billion users globally. Because of this,
most consumers have some level of knowledge about the device. They can also get information
about it through various sources such as television commercials and magazines. On TV, the
company already running fancy adds casting big names like Bollywood and Pakistani actors as
brand ambassadors.

Today, the internet is a convenient and fast way for people to search for information. For
instance, there are a lot of websites that provide information about Qmobile. Through these sites,
consumers can easily compare the various features and prices of the various mobile phones. So,
the sales will drive to Qmobile as result of clear information and advertisements.

Evaluation of Alternatives
The purchase intention of consumers is strong, but they still have a hard time choosing Qmobile
because of competition. There are three types of brands that are considered to be good, namely,
the Evoked set, Inert set, and the Inept set. The former is defined as a brand that is in consumers
mind with a positive image, while the latter is a brand that is outside of their choice.

The decision-making process can be very time consuming and complex. It involves making a
choice between other companies and Q-mobile.

If a consumer is satisfied with their current mobile phone, they might still look for another brand
if they don’t like it. Brand awareness is a vital part of a Qmobile's identity and it can influence a
consumer's decision-making process.

Mobile phone companies have various slogans that they use to build their brand image. Qmobile
also has slogan more passionate than others “Be smart with Q smart”.

Product Choice:

In terms of mobile phones, some feature phones come with a variety of secondary features. For
instance, one model has a higher quality camera, while the other one has better speakers.
Usually, consumers will choose the one with the best features when it comes to buying a mobile
phone and at this point Qmobile came up with phones having each and every feature from
excellent camera to sleek body shapes.

The step shows the various evaluation criteria that consumers are considering when it comes to
choosing phone from Qmobile. Some of these are the features that are considered secondary to
the main product. These are called determinant attributes.

A decision must be made between the various options presented in a category after the relevant
criteria have been gathered and evaluated.

Outcomes:
The buy behaviour will occur when the phone has indeed been chosen. Consumers will pay for
the thing they mostly evaluated, take it home, and enjoy it. Following the consumer's initial
experience with this new phone of Qmobile, the following purchase will be made in the future.

Recommendations:

QMobile phone company can improve their brand image by making more advertisement on the
internet, in order to attract more potential customers. The study revealed that mobile phone
buyers are mainly influenced by the brand image of their new mobile phone. They also said that
they search for information about their new mobile phone through the internet. So Qmobile
should abundant the market with their advertisement. Due to the increasing number of people
who use mobile phones, the competition in the mobile phone market has become very important.
This is why it is important for Qmobile to pay more attention to the consumer behavior in terms
of mobile phone.
 C) Importance of designing and organizing the right Sales Structure

The target market of Q mobile is the lower to middle income group and those who are looking
for latest features in mobiles at an affordable price. Its youth section is also a major target
market. Q Mobile's goal is to provide all the features of a leading smartphone at a lower price. To
achieve this, they have come up with a variety of effective advertisement that can be seen in
various print and electronic media outlets. Although their main focus is on brand distribution,
they also spend a lot of money on marketing. While not everyone can afford an Android powered
S4, the same operating system can be found in a Q Mobile phone. While some of the major
mobile companies such as Apple, Samsung, and Nokia focus on the features and fringe benefits,
Q mobile offers a more affordable price. In June 2019, the company changed its logo to better
reflect its target market. Its marketing efforts are now mainly focused on using social media
platforms such as Instagram and Facebook.

Through its partnership with Telenor, Q Mobile has launched a feature phone that supports 4G.
This product is aimed at the people who are comfortable with their existing feature phones but
want to keep up with the latest trends.

Pricing Strategy:
As a company that focuses on providing high-quality products at an affordable price, Q Mobile is
able to differentiate itself from the other major mobile companies. Its target market is the youth
who are from the lower to middle class. By keeping the prices low, it is also able to build a brand
image that is both high-quality and stylish.

Product Strategy:
In response to the needs of its target market, Q Mobile launched a variety of keypad phones that
cater to the rural area. It also launched touch screen phones that are designed for the young
people who cannot afford to buy expensive devices. After seeing the success of Apple and
Samsung in the market, Q Mobile decided to launch smart phones. This strategy allows the
company to provide its users with the latest features at an affordable price.

Direct Channel
Through its various outlets, Qmobile sells smart phones in Pakistan. These are mainly located in
the cities of Lahore, Karachi, and Islamabad. It offers a variety of products and services to its
customers. In addition to being a direct selling company, Qmobile also has a customer
experience shop that allows people to try out their new phone before they buy it.

Indirect Channel
In addition to being a direct selling company, Qmobile also uses an indirect channel. This is
where it distributes its products to retailers. Its distribution centers are located in different cities
and are responsible for delivering the products to their respective consumers. These centers are
also responsible for gathering information about the products and ensuring that the stock is
available in their respective areas.

Publicity and public relations

Bond marketing is a type of mass marketing that focuses on forming relationships.

Marketing on social media

Because Q Mobile is aimed at young people, it discovered that Instagram, Facebook, Twitter,
and YouTube are the ideal channels for promoting its products.

Co-branding
Q mobile was quite active in selling its products in 2017 with large marketing costs. Q mobile
and Lux teamed up for the Lux Style Awards at the time.

Endorsement by a Celebrity
Q Mobile spent a large portion of their advertising budget on celebrity endorsements in order to
set themselves apart from other businesses on the market.

Karena Kapoor, Jacklin Fernandes, Fawad Khan, Ayesha Omar, Atif Aslam, Maya Ali, Sonam
Kapoor, Arjun Kapoor, Emran Hashmi, Shahid Afridi, Aamir Khan, Imad Wasim, Sonam
Kapoor, Arjun Kapoor, Emran Hashmi, Shahid Afridi, Aamir Khan, Imad Wasim, Sonam
Kapoor.

Sporting events, cultural events, and other activities

The PSL cricket league and the Lux style awards are both actively sponsored by Q mobile.
Furthermore, Qmobile organised business conferences in Islamabad.

D) Importance of Selling through others channels in Q mobile:

Other channels that are used by Q mobile in order to generate more sales and are consistently
employed by company to generate revenues are briefly discussed below in a simplified manner:

Promotions:
Promotions for customers:

Following the launch of the Q-Fit watch (basic model), a premium phone was released.

Trade promotions:

Commissions on sales are paid out as part of trade campaigns on Q-watch.

Personalized marketing
Customers will be involved in personalized selling. Q-fit sponsored settings and bundle packages
aimed at price-conscious consumers with Q-mobile phones in malls and on the internet.

Communication in Online Marketing

We'll use the following for online communication:

1. Use of social media for marketing

Hashtag trends (#AimFitWitQ-Fit, #Qfit, #SmartFitness) a. Posts b. Videos c. Hashtag trends

(#AimFitWitQ-Fit, #Qfit, #SmartFitness)

2. Influencer marketing

a. Lifestyle influencers

b. Fitness influencers

c. Style icons among university students

3. Content promotion.

4.Optimization for search engines (SEO).

5. Advertising that is paid for.

Experiences and Events

1. Mini-sports challenges such as push-ups, step counts, and so on.

2. Sports Fest.

3. Sports and outdoor activity event sponsorship.

Marketing on the Go
Through the Facebook Ads dashboard and the YouTube Ads dashboard, mobile marketers may
target price-conscious teenagers and university students.

Publicity and Public Relations

Manage PR and buzz generation with the help of a brand ambassador and a digital media team.

Word-of-mouth marketing
We want to generate a favorable vibe in the digital realm for WOMM by using hashtag trends
and endorsements from well-known celebrities and influencers who are relevant to our target
demographic.

Other Retail Platforms:

 1. Qmobile website
2. Daraz.pk
3. Goto.com
4. Homeshopping
5. Shophive
6. Yayvo.com

TASK-2:
China-based mobile technology company, vivo, is a multinational company that designs,
develops, and sells smartphones and other mobile devices. It has a variety of online services and
products, such as its V-Appstore. Its software is based on Android, and it also provides
iManager, which is an integral part of its Fun touch OS platform. Established in 1999, Vivo is a
leading independent mobile device manufacturer that has 10,000 employees. It has R&D
facilities in China, including facilities in Shenzhen, Guangdong, and Nanjing.

In 2015, China's telecommunications company, Huawei, became the title sponsor of India's
Premier League. The deal was initially for two years and was extended until 2022. However, in
response to the border skirmishes between China and India, the Board of Control for Cricinfo,
which is the governing body of Indian cricket, decided to suspend the agreement with Huawei
for the 2020 season. The two organizations then agreed to resume the deal following the 2020
season.

In 2017, the company became the official smartphone brand of FIFA. It also signed a deal with
UEFA, which was an official partner of the European football organization, for the 2020 and
2024 UEFA Euro tournaments. It also became the title sponsor of the Pro Kabaddi league in
India.In China, the company has partnered with the NBA to promote its products. Stephen Curry,
the Golden State Warriors' star, endorsed the company's products in the Philippines and China.

I’ve been selected in a leading IT company “Qmobile” in Pakistan. The task by my line manager
is to make a case study how Vivo operates in Pakistan and how we can adapt these ways to drive
more sales.

A) Selling strategy by Vivo in comparison with Qmobile:

China's Vivo is one of the world's largest smartphone brands, with sales of over 80 million in
2016. It was founded in 2009 and is based in Dongguan, Guangdong. It makes Android phones
and other mid-range devices. In Pakistan, it has recently started making Android phones.
Through its own distribution channel, which is focused on selling its mobile phones directly to
retailers, Vivo has been able to offer its customers huge margins. The company's main focus is
on the quality of its camera and audio. It recently launched a new feature called Under-The-
Screen Fingerprint scanner. The company is known for its youthful approach to mobile
technology. It is positioning itself as a brand that expresses itself through its energy and
creativity.
One of the fastest-growing mobile brands in Pakistan is vivo. After QMobile exited the market
due to the law and regulations, its competitors have captured the market-share. With a reasonable
price and an updated feature set, vivo is a great choice for those who are looking for a good deal.
Currently, vivo is spending a lot of money on marketing. It uses various mediums such as print,
television, online, and magazine to promote its products. The company claims that its products
provide the best possible features. The company is currently focused on the security and selfie
cameras of its mobile phones. It also adds various other features such as fast charging and
display speed to its products.

Q mobile in this situation can make upgrade some more features in their phones and should focus
on certain features like battery, cameras and refresh rate of their screens. The more fascinating
energy the more customers will draw towards Q mobile. Accessories are also a major kick in into
the scene through selling counterparts thus giving masses a relief through accessories issue. The
channel of sales already pretty much defined for Q mobile so it doesn’t require much work
although the device itself needs some more upgradation in software and hardware.

B) Effective Portfolio Management of Vivo:

Vivo's goal is to create a world where people can experience more connected and personalized
experiences through its design and innovation. The company's strategy is focused on developing
cutting-edge technologies that will allow it to extend its reach into multi-device applications.

Today, vivo is one of the world's leading smartphone companies. It has expanded its global reach
and has over 300 million users globally. The company's name, which is derived from the Latin
word for "alive," is a reflection of its people-centered approach to innovation and technology. Its
culture, which is centered on the Benfen concept, also helps reinforce the company's
commitment to continuous improvement.

The Benfen philosophy is a moral guide for all of vivo's employees. It values their commitment
to doing the right thing and being respectful to all of their customers. Every decision that they
make is bound by the company's duty to do the right thing and be honest with all of its partners
and customers. It ensures that the company practices continuous innovation.

Through its extensive research and development capabilities, vivo is able to achieve its goal of
being the leading innovation company. Over 70% of the company's workforce is involved in
some form of R&D. There are 9 R&D centers in China, as well as multiple facilities in other
countries, such as Shanghai and Tokyo.

This commitment to innovation has been evidenced by the numerous world firsts that vivo has
achieved since it started its operations in 2011. Some of these include the world's first
smartphone with a full-screen display and the world's thinnest smartphone. It also introduced the
first 5G-ready fingerprint scanner. In addition, due to the company's continuous innovation, vivo
has been able to gain a significant presence in the 5G ecosystem. According to a study conducted
by Strategy Analytics, the company was the 3rd largest player in the global 5G smartphone
market in 2019. It shipped over 2.0 million units during the fourth quarter of 2019.

The company's continuous innovation has allowed it to successfully penetrate the 5G market,
which is expected to be one of the most significant changes in the mobile industry in the next
few years. Through its popular models, such as the NEX 3 and the iQOO Pro 5G, vivo is leading
the way in bringing 5G to China. Every year, vivo presents its concept phone-APEX, which is an
extension of its ongoing exploration of the future of smartphones. In 2018, the company
introduced the first smartphone that featured a virtually bezel-less design. It also became the first
smartphone to feature the world's first half-screen fingerprint scanner.

In 2019, vivo introduced the new vivo APEX 2019, which features a Super Unibody design and
a full 5G network. It also upgraded its in-display fingerprint scanner to allow users to unlock
their device using their fingertips. This year, the company is expected to launch the new model,
known as the APEX 2020, with even more new features.

Effective portfolio management by Qmobile:

Qmobile doesn't have a brand portfolio. Instead, it focuses on selling smart phones under the
brand name QSmart. It was the only company in Pakistan that introduced low-cost mobile
phones back in 2012. It was able to attract a huge crowd of people from the lower class. One of
the main factors that Qmobile considered when it came to providing its customers with high-
quality phones was its brand ambassadors, who were usually Lollywood and Bollywood
celebrities. It introduced its various models, including the Noir series, which competed with the
likes of Samsung and Nokia, and its touch screen phones.
The company's main product, the QSmart keypad phone, didn't do well but the Noir series helped
the brand grow. It currently focuses on selling low-cost smart phones.

C) Strategies applied by Vivo for efficient sales force:

The company's target market is the lower to middle income group and the youth. It offers a wide
range of features and prices at a price that is attractive to the price-sensitive consumer. The
company's goal is to provide the latest smartphones at an affordable price. Mobile marketing
company Q Mobile has come up with a variety of effective advertisement in various forms of
media to capture the attention of the public. Their main focus is on brand distribution, though
they also spend a lot of money on advertising.

Although not everyone can afford an Android-powered device, the same operating system can be
found in a Q Mobile phone. The company's core product offering is still competitive with those
of other companies such as Apple, Samsung, and Nokia. In June 2019, the company shifted its
focus to the youth by redesigning its logo and using social media platforms such as Instagram
and Facebook to reach its target audience. Through its partnership with Norwegian
telecommunications company, T Mobile, they were able to launch a feature phone that supports
4G. This product was targeted to people who are comfortable with their existing feature phones
but want to keep up with the latest trends.
Essentials followed by Vivo for Sales Force:

1. Hire right – choose the same successful sales person every time

Aside from being able to hire and retain the right people, Vivo also have to make sure that the
training is consistent. This is because everyone should have the same goals and information.

2. Training new hires in a consistent, measurable way

Most companies hire based on gut feeling when it comes to building a sales team, but this
method is not scalable. There is no way to measure or repeat this process on a larger scale.
Instead, Vivo focuses on the candidate's intelligence, work ethic, and prior success. According to
HBR, this process can be done by developing a scoring system that includes multiple factors
such as work ethic, intelligence, and coaching ability.

cToo often, people focus on the candidate's experience when it comes to training. This is not the
case when it comes to building a successful sales team. Having a comprehensive training
program that you can repeat several times is also important.

3. Align sales and marketing

One of the most important factors that businesses need to consider when it comes to being
successful is having two departments working together like Vivo has made it. This will allow
Vivo to generate a steady flow of high-quality leads and close more deals each month. Aside
from marketing, sales also need to be part of the solution when it comes to generating leads.
Having both departments working together can help vivo avoid duplication of efforts and
provide you with various lead generation tools.

4. Work leads with the same process every time

This will allow vivo to generate a steady flow of high-quality leads and close more deals each
month. Having a consistent sales practice can also help ensure that the team is able to grow. One
of the most important factors that you should consider is the frequency of calls and the quality of
leads that you are able to generate

6. Encourage remote working

Getting all of your star performers to stay is very important for a business, as it can prevent it
from growing. One way to make sure that you are able to retain and attract the best talent is by
implementing a comprehensive employee engagement solution such as New Voice Media's
Motivate. Gamification can help keep employees engaged and motivated, and it can help build a
healthy sense of competition within the organization.

7. Engage employees in their work to keep key talent

One of the most important factors that Vivo considers when it comes to hiring is having a small
team of sales representatives who are overqualified. These individuals should be able to develop
a profitable and scalable model for the company.

8. Hire overqualified sales reps at the early stages of a start-up

One of the most important factors that Vivo considers when it comes to being successful is
having a conducive environment for their team. Having a strong sense of collaboration can help
ensure that the team is able to close more deals.

9. Look to the future

One of the most important factors that Vivo considers when it comes to hiring is having a sales
manager who is able to develop a profitable and scalable model for the company. Having a well-
defined sales pipeline can help ensure that the team is able to anticipate the future.

D) Effective Sales Strategies

The goal of a sales strategy is to position the brand or company in the market and achieve its
goals and objectives.

The sales strategy of Vivo is based on the company's marketing mix framework, which covers
the four Ps of product, price, place, promotion, and innovation. This strategy helps the company
succeed. There are various marketing strategies that are used to promote the brand, such as
product innovation, pricing, and promotion planning.

The marketing mix framework of Vivo is used to develop a strategy that is focused on the
company's product, pricing, and distribution strategies.

Vivo Product Strategy:

The product strategy and mix in Vivo marketing strategy can be explained as follows:

The goal of a marketing strategy is to position the brand or company in the market and achieve
its goals and objectives.

The sales strategy of Vivo is based on the company's marketing mix framework, which covers
the four Ps of product, price, place, promotion, and innovation. This strategy helps the company
succeed. There are various marketing strategies that are used to promote the brand, such as
product innovation, pricing, and promotion planning.

The marketing mix framework of Vivo is used to develop a strategy that is focused on the
company's product, pricing, and distribution strategies.
As a leading consumer electronics brand, Vivo aims to provide its customers with superior
products and services. The company's marketing mix is centered on the idea that it is a perfect
choice for the young generation. Its products are known for their sleek appearance and
professional audio system.

The company's goal is to develop new products through its continuous innovation. In 2012, it
introduced the X1, which was the first smartphone to feature a Hi-Fi chip. This feature has since
been included in other products.

In 2014, the company entered the Indian market. It is currently ranked as one of the top 10
smartphone companies in the world. In 2020, it partnered with the German company Zeiss to
develop new imaging technology. More than 130 million smartphones have been sold by the
company annually.

Vivo Price/Pricing Strategy:

In addition to being able to provide high-quality products at an affordable price, the company
also realizes that some markets are price sensitive. Therefore, it has made its products available
in various price bands to ensure that its customers have the best possible opportunity to gain a
healthy market share.

Despite of its continuous innovation, the prices of the company's products are still higher than
those of other brands. This is mainly due to the company's marketing mix strategy, which is
mainly focused on pricing aggressively. The various features of the company's smartphones are
also known to attract a higher number of customers. Its camera quality and performance are also
rated high.

Despite the high prices, a large number of customers are still convinced to buy a product from
the company. They also believe that the company should improve its specifications in order to
attract more buyers. However, this is not the case for all customers as some of them also think
that the company should introduce more affordable models.

Value, Place and Distribution Strategy:

Since it was registered in 2009, the company has been able to expand its operations in over a
hundred countries. It has been able to gain a foothold in various regions such as Indonesia,
Malaysia, and the Philippines. India is one of the fastest growing markets for the company and is
expected to overtake China in the near future.

In 2017, China-based smartphone manufacturer, Vivo, was launched in Pakistan. Since then, it
has become one of the fastest growing brands in the country. Through its various online and
offline platforms, the company sells its products to its consumers all across the world.The
company's strategy is to make its products available in various stores and outlets to ensure that
its customers can get the best possible experience before they buy it. This is done through its
aggressive offline strategy.

According to the company, the offline sales channel is more effective than the online one due to
the lack of risk associated with the unknown seller and the security threat that comes with it.

Vivo Promotion & Advertising Strategy

The company's advertising and promotional strategy is also carried out through its various
marketing initiatives.

Through its various marketing initiatives, the company has been able to promote its products and
services. It has been able to achieve this through various traditional and conventional mediums
such as television, print, and social media.

It mainly focuses on its on-ground activities, which it considers to be its strongest advantage in
both India and China. It also promotes its products through out-of-home advertising. It has also
been associated with various international sporting events such as the FIFA world cup and the
Indian Premier League.

Several celebrities have been appointed as brand ambassadors for the company. They are known
to talk about the new products and the company's marketing initiatives. Through its partnership
with multiple OOH companies, the company is able to display its products on various billboards.

References:
Ashfaq, H. and Samreen, L., 2015. Factors leading to brand switching in cellular phones: A case of
Pakistan. Journal of Marketing and Consumer Research, 17(10), pp.32-40.

Saeed, R., Zameer, H. and Abbas, R., 2012. Mobile Phone buying behavior of consumers; A comparative
study of Rural and Urban consumers in Pakistan. Global Journal of Management and Business
Research, 12(6).

Nawaz, S., Naeem, A. and Khan, N., 2019. Elements of Brand Equity of QMobile: A Review Paper.

References
Baig, M., Butt, A.F. and Khattak, M.A. (2019). Hilarious sitcoms as marketing platform to
enhance product appeal through star power: A study to investigate the effectiveness of QMobile
advertisement when introduced in situational comedy Bulbulay. GMJACS, [online] 9(2), pp.18–
18. Available at: https://www.gmjacs.bahria.edu.pk/index.php/ojs/article/view/104 [Accessed 1
Jun. 2022].
Khan, A.U., Lodhi, R.N. and Saddique, M.F. (2015). Exploring Consumer Behavior towards
Product Placement Strategy through Television Programs: A Case Study of Q Mobile in
Pakistan. International Journal of Economics and Empirical Research (IJEER), [online] 3(3),
pp.105–114. Available at: https://ideas.repec.org/a/ijr/journl/v3y2015i3p105-114.html [Accessed
1 Jun. 2022].

Nagle, T.T. and Müller, G. (2017). The Strategy and Tactics of Pricing. Routledge.
doi:10.4324/9781315185309.

Sharif, A. and Waqas Bukhari, S. (2014). Determinants of Brand Equity of QMobile: A case
study of Pakistan. Journal of Management Sciences, 1(1), pp.49–60.
doi:10.20547/jms.2014.1401104.

Noonari, M.A. and Memon, Z.N., 2018, March. IMPACT OF MOBILE SERVICE ON STUDY
AREA. In 16th International Conference on Statistical Sciences (p. 311).

The Express Tribune. (2013). QMobile: Conquering the Pakistani market, one phone at a time.
[online] Available at: https://tribune.com.pk/story/532133/qmobile-conquering-the-pakistani-
market-one-phone-at-a-time.

Sleep, S., Dixon, A.L., DeCarlo, T. and Lam, S.K., 2020. The business-to-business inside sales
force: roles, configurations and research agenda. European Journal of Marketing.

Stal, J. and Paliwoda-Pękosz, G. (2018). A SWOT Analysis of Using Mobile Technology in

Knowledge Providing in Organisations. [online] papers.ssrn.com. Available at:
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3361571.

Majeed, A., Rahi, S., Sair, S.A. and Ngah, A.H., 2021. Influence of electronic word of mouth on
purchase intention of mobile phones through information quality: Empirical evidence from
Pakistan. Int. J. Business Information Systems.

Saleem, S.M.S. and Khalid, S., 2018. YOUTH AND MOBILE ADVERTISEMENTS: AN
ANALYSIS OF CONSUMER BUYING BEHAVIOUR IN PAKISTAN. In Proceedings of the
4th World Conference on Media and Mass Communication (Vol. 4, No. 2, pp. 66-77).