Vivo

SUBMITTED BY: SYED MUAVIZ UR REHMAN

ROLL NO: COMPF22BSR03

PROGRAM: BS COMPUTER SCIENCE

SUBMITTED TO: ABDULLAH HANIF

DEPARTMENT OF COMPUTER SCIENCE AND INFORMATION

TECHNOLOGY

THAL UNIVERSITY BHAKKAR

1
Acknowledgment:
I am grateful to Allah for allowing me to complete my final project and write this report. I want
to express my deepest gratitude to my instructor, Abdullah Hanif, for guiding me through the
writing process and helping me understand the topic of my research.

I would also like to thank the executives of Vivo Communication Technology Company Limited
for their wholehearted cooperation during my final project report period. The marketing and
sales department of Vivo provided me with important information and taught me practical
marketing activities. They also helped me understand how to deal with the corporate world.

Lastly, I want to thank all the officials at Vivo Communication Technology Company Limited
who gave me the opportunity to experience the real organizational environment and learn about
the procedures practiced at the company. I am also grateful to my friends for their understanding,
encouragement, and moral support during this academic journey, especially my group members.

2
Summary:

I have chosen Vivo, a mobile telecommunications company, for my research. Vivo offers more
than just mobile phones for everyday use. They provide networking solutions for businesses to
stay connected and communicate with each other at all times and places. Vivo also offers special
mobile phones with unique features and options. In this report, I will discuss what Vivo is and
what they do, their history, vision, goals, and strategy. I will also talk about the wide variety of
products and services they offer for regular customers, businesses, and service providers. Vivo's
success is due to their advanced technology, features, and services they offer to their customers.
However, like most companies, Vivo has a few weaknesses, but they are minimal and mostly
related to their competition. Lastly, I will discuss their informational commercial enterprise
model, which includes a Vivo painting agency, management device, business model, business
strategy, and business organization. I will carefully examine and discuss all of these elements and
explain why they are relevant to Vivo.

Introduction:

Organizations play a crucial role in the global economy, especially in the era of globalization
where the world has become a global village. Different organizations have different roles to play
in meeting human needs by providing products, services, or both. Marketing is the face of any
organization, responsible for coordinating and generating all materials that represent the
business.

The marketing department's primary responsibility is to reach out to prospects, clients, traders,
and the community while creating an overarching image that represents the organization in a
positive light. The mobile phone has a long history that began with experiments in
communication from and to moving vehicles instead of handheld devices. In recent years, the
main challenges have been in developing interoperable standards and managing the explosive
success and ever-increasing demand for bandwidth and reliability.

3
Industry Overview:

Cell phones, also known as mobile phones, have become an inseparable part of our lives today.
However, the history of mobile phones dates back to 1908 when a US Patent was issued in
Kentucky for a wireless telephone. The mobile phone was invented in the 1940s when engineers
at AT&T developed cells for mobile phone base stations.

The first mobile phone was not truly mobile in any sense. They were two-way radios that
allowed people like taxi drivers and emergency services to communicate. Instead of relying on
base stations with separate cells, the first mobile phone networks involved one powerful base
station covering a wide area. On April 3, 1973, Motorola became the first company to mass-
produce the first handheld cell phone. These early mobile phones are often referred to as 0G
mobile phones or zero-technology cellular phones. Most smartphones today rely on 3G, 4G, or
5G mobile technologies.

Vivo Communication Technology Company Limited:

A young international smartphone brand that specializes in introducing perfect sound fine and
ultimate images with present-day technology, vivo develops dynamic and fashionable products
for passionate younger human beings. It develops and manufactures Smartphones, Smartphone
accessories, software, and online offerings.

Founded in 2009, vivo has speedily multiplied into markets in Pakistan and Southeast Asia. At
Vivo, we're dedicated to the pursuit of perfection and constantly growing surprises for customers
through constant innovation. Vivo created the very first smartphone with a dedicated HiFi chip,
the X1. Considering that then vivo has remained devoted to imparting the very best possible
audio revel to customers. Vivo product’s camera also represents one of their most crucial
competitive benefits. Photos are a path for human beings to express themselves and share
pleasure with others. Through their Smartphone, a professional-grade photography solution, they
take mobile photography to the level of an art form, witnessing and recording all of life’s
beautiful moments.

4
Figure 1 A photo of Vivo mobile Model Vivo Y21

Vivo, a technology-focused company, is renowned for its innovative products driven by a design-
centric philosophy. Pioneering advancements in smartphone technology, Vivo introduced the
world's first smartphones featuring an elevating front camera and a truly bezel-less display. With
a core focus on smart devices and intelligent services, Vivo has successfully expanded its sales
network to encompass over 60 countries and regions. Embraced by a global community, Vivo
boasts a user base exceeding 400 million individuals who appreciate the brand's commitment to
cutting-edge design and technology. Facing the diversification of user groups, vivo makes a
contribution to consumers around the world to enjoy extraordinary moments in life and creates
surprises for them to embrace technological innovations. Now we have 5 global manufacturing
bases (including brand-authorized manufacturing centers) including China (Chongqing), China
(Dongguan), India (Noida), Bangladesh (Dhaka), and Indonesia (Tangerang), with an annual

production capacity of nearly 200 million units Smartphones. In addition to the newly
inaugurated facilities in Pakistan (Faisalabad) and Turkey (Ko Caeli), Vivo's manufacturing
network includes production.

History of Vivo:
Vivo is a Chinese Multinational Manufacturer of Smartphones established in Dongguan
Guangdong, Province, China. Founded in 1995, vivo entered the telecommunication and

5
consumer electronics industry with landline phones and wireless phones. In 2011, vivo began its
Smartphone business. As of 2014, vivo released and marketed its Smartphone under the vivo
brand, rating it as the 4th top smart telephone logo in China and 5th top Smartphone brand
globally.

In 2014, Vivo sold 25 million devices in mainland China, in 2015; the sales quantity could reach
45 million globally, with a median retail charge of $300. The once-a-year production capability is
60 million devices. Vivo is now among the top 4th most profitable smartphone brands in China.

Currently, 20,000 operators work in vivo, and 3,000 engineers are in 4 R&D facilities in
Dongguan, Shenzhen, Nanjing, and Chongqing. From hardware layout and manufacture to
software development (Android-based Fun touch OS), Vivo has built a complete and sustainable
ecosystem. With creativity and technology, vivo continues innovating. In 2012, vivo created the
x1, the first Smartphone to incorporate a Hi-Fi chip, resulting in a remarkable audio experience.
Pioneering this technology, it has been included in all Vivo Smartphones ever considering since.
From then on, the innovation never stops.

Vivo entered India in December. 2014. In a short time vivo has mounted itself as a Hi-Fi & and
smart brand. Presently, Vivo caters to the needs of its Indian clientele through a dedicated team
of 8,000 employees and an extensive network of 10,000 retailers. The brand has established its
presence in over 300 cities across 22 states, emphasizing a strong commitment to delivering Hi-
Fi Music experiences to its customers. By the end of 2016, vivo will also have established more
than 200 exclusive after-sales founded in 2009 in Dongguan, China, and is a major player in the
Asian smartphone industry. The company creates software tailored for their smartphones, which
includes the Vivo App Store and I Manager. These applications are integrated into their exclusive
Android-based operating system known as Fun Touch OS.

Vivo in Pakistan:
Vivo, the renowned global smartphone brand, joyfully commemorates its 6th anniversary in
Pakistan - extending heartfelt gratitude to its cherished employees and loyal consumers. This
milestone serves as a testament to the unwavering support and commitment of the Pakistani
community, propelling vivo towards new heights and remarkable achievements in the region. In
the past year, the brand launched remarkable devices such as the X80, V27e, V25 series, and

6
Y73. These smartphones became highly acclaimed and adored for their exceptional performance
and innovative technology.

With ground-breaking advancements like Gimbal Stabilization, In-Display Fingerprint Scanner,

Optical Image Stabilization, Color Changing Glass, Aura Light Portrait, and AI Night Portrait
Feature, vivo leaves no stone unturned in providing the best technology to its customers.

Vision Statement:
“To turn out to be a more fit, lengthy-time period sustainable enterprise representing China
within the world marketplace”- that is the vision of Vivo. The vision demonstrates the goal of
Vivo. They want to establish not only their brand name but also want to let the world market
know the higher & and better quality that a Chinese brand can offer.

“Develop into a healthier, more sustainable world-class corporation.”

Mission Statement:
“To allow extraordinary people to enjoy perfect technology”-This is the mission of Vivo. Vivo
believes in random and regular innovation. They need their customers to get to experience
wonderful taste, wonderful pursuit, and ideal dedication. They make sure that every product
needs to be extraordinary and be a style of art.

 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 shareholders

Core Values:
The core values of vivo are the following;

Benfen, design-driven value, user orientation, continuous learning, and team spirit.

7
Porter 5 forces model:
Threats from new participants:
Although the smartphone industry is already established, it faces a moderate threat from new
entrants. Obstacles include capital requirements, high research and development costs, and
patents. Customer loyalty and demand for advanced technologies pose challenges for market
entry. However, constant innovation and the launch of new products by established companies
remain a potential threat.

The threat of substitute products or services – moderate:

The existence of substitute products poses a moderate threat to the smartphone industry.
Although smartphones perform basic functions such as communication and access to
information, there are substitute devices such as social networks, landlines, and specialized
devices. The threat is also influenced by the economic situation and “dumb calls” become a
substitute in times of worse economic conditions.

3) Bargaining power of customers (buyers) – high:

Customers have high bargaining power thanks to the large selection and limited differentiation
of products. Information symmetry, price sensitivity, and low exchange rate costs contribute to
high purchasing power. In a highly competitive market, customers are looking for the best value
for money, forcing smartphone manufacturers like Vivo to differentiate their products effectively.

4) Bargaining Power of Suppliers – Moderate:

The bargaining power of suppliers is moderate in the smartphone industry. While there are two
main suppliers – hardware manufacturers and software developers – the industry leaders, like
Vivo, hold strong negotiation positions. A multitude of equipment suppliers is available, and the
intense competition among suppliers acts to reduce prices, favoring smartphone producers.

5) Intensity of Existing Rivalry – High:

The existing rivalry among smartphone companies, including Vivo, is intense. Despite minimal
product differences, companies focus on differentiation through applications and services. Vivo
competes with well-known brands and stands out with features such as a unique user interface
and special technologies. Pricing strategies, battles for market shares, and the constant search for

8
innovations contribute to a high level of competition. In summary, Vivo operates in a challenging
environment characterized by strong competition, high purchasing power, and a moderate threat
from new entrants and substitute players. Strategic differentiation and innovation will be critical
for Vivo to successfully leverage these strengths and maintain a strong position in the
smartphone industry.

Figure 2 Porter 5 Forces Analysis for Vivo

SWOT Analysis:
Strength:
 Vivo has established itself thoroughly within the global Smartphone market
 Vivo offers numerous mobile phone models in different price ranges but still maintains its
affordable image intact.
 Vivo has entered various markets with better success with sponsorship and visibility
 It comes from the strong of BBK Electronics, its parent company, which additionally
owns brands like Oppo.

9
  Vivo has been associated with large sporting events like the FIFA World Cup, IPL
Cricket, and many others.
 Vivo is seen as a progressive brand and has continuously invested in R&D
 It became one of the first to release a Smartphone with a Hi-Fi Chip.
 Vivo has stores in numerous international shops and a good presence on all main e-
commerce platforms.
 It's present in numerous foreign markets.
 Vivo yearly ships more than a hundred thirty million units.
 Vivo has product facilities in China, Pakistan, Indonesia India, Bangladesh etc.

Weakness:
 Severe opposition and regular need for innovation approach confined marketplace
proportion increase.
 Vivo is seen as similar to different brands with confined differentiation and consequently
high brand switching.

Opportunity:
 Vivo can come up with high-end Smartphone that competes directly with the likes of
Apple, and Samsung.
 Vivo needs to work on tweaking its image and targeting more customers who do not
focus only on cost.
 It has massive untapped markets in Asia, the US, and Europe.

Threats:
 Price-sensitive competition in the mobile handset segment can affect business.
 Local government regulations and economic recession can reduce business.
 Fake imitations can harm the brand image of the brand globally.

10
Marketing Mix Strategy:
Product:
Vivo is a leading Smartphone and consumer electronics brand. Vivo aims to offer high-quality
products and advanced services in its marketing blend to its clients. Vivo positions itself as a
perfect selfie Smartphone and thereby appeals to the youth. They attention to introducing
products that have a professional audio system, great appearance, and provide a fast and smooth
user experience. The Vivo brand believes in adopting creative and innovative technology to
provide new products. Within the year 2012, it brought the X1 which is the first Smartphone to
include a Hi-Fi chip that offers an unparalleled audio experience. This selection has been
included in all their Smartphone ever seeing that. It has entered the Bangladeshi market in the
year 2017. Vivo is ranked among the 5th Smartphone makers in the world.

The basic components of the product

 Services
 Packaging
 Brand
 Product Item and Product line.

Figure 3 Model of Vivo

11
Price:
Vivo offers high-quality Smartphones at low competitive costs. Vivo as a brand realizes some of
its markets are price-sensitive market when it comes to the sale of Smartphones and it's essential
to be present inside the right rate band to have the advantage of gaining a healthy market share.
Hence, Vivo has made its products available not only in all of the price bands but also within the
bands that have the maximum contribution towards the overall sales. Despite this, the products of
the brand are priced a little bit higher compared to similar products offered by other competing
brands. In general competitive pricing strategy is used in its marketing mix. The high price of
Vivo products is due to the number of features the Smartphone offers, the look and design of the
piece, the battery life, the camera quality, overall performance, and the audio and video quality.
However, a large number of customers are convinced to buy Vivo products even with the high
charges due to the amazing after-sales service that the brand offers. However many customers
are also of the view that Vivo needs to increase its value for money for its buyers through
improving specifications in some price segments, especially the low-rate bands to further
improve its ranking in the Bangladeshi market.

The basic components of price:

 Organizational targets
 Competition
 Cost & Profit
 Discount facilities.
 Fixed and variable cost
 Pricing options
 Pricing Policies
 Proposed positioning techniques
 Target group and willingness to pay

Place:
After being registered within the year 2009, Vivo has been registered in over a hundred countries
around the world. It has internationally expanded inside Thailand, Indonesia, Vietnam, Malaysia,
Myanmar, the Philippines, India, and Bangladesh. Bangladesh is one of the most important

12
markets for Vivo aside from China and its miles are expected to surpass China inside the close to
destiny. Besides Bangladesh, in the same year 2017, Vivo was also launched in Pakistan and is
now the fastest-growing smartphone brand in the country. Vivo sells its products through online
and well as offline mediums. They promote their products offline with the help of various
distributors, wholesalers, and retailers which might be spread across various countries. The Vivo
brand has adopted a competitive offline strategy because it believes that the customers need to 18
get their hands on the device and experience how it feels before purchasing it. Their focus is to
make the product available in every electronics outlet and mega store so that the customer can
experience the phone before purchasing it. Vivo believes that the offline medium of selling their
product is more effective in comparison to the online medium as there's no risk of unknown
sellers, and products being extraordinary from expectancies and safety threats.

Promotion:
Vivo is very proactive when it comes to advertising and promoting its brand. Vivo embraces a
360-diploma marketing strategy and promotes its products through various conventional
mediums like ATL, BTL, print media, television commercials, social media, movie celebrity
endorsements, and on-ground activities. It focuses mainly on its on-ground activities which it
considers as its strongest advantage in China as well as in Pakistan. It additionally specializes in
out-of-home advertising to an amazing volume. In 2016, in India, Vivo allocated 200 crore
rupees for promoting their brand during the Indian Premier League (IPL) season 9. The brand
has also roped in Ranveer Singh as their Brand Ambassador, who stars in their commercial and
talks about the brand new Vivo V3 and its affiliation with IPL. Now in India Vivo’s Brand
Ambassador is Aamir Khan and Bidya Sinha Saha is a Bangladeshi Brand Ambassador of
Vivo. Pakistan’s Number 1 Batsman Babar Azam is the Brand Ambassador for vivo V25 Series
in Pakistan.

13
Figure 4 Brand Ambassador of Vivo V25 series in Pakistan. Baber Azam

Promotional Marketing
Promotional advertising is using any special provide supposed to raise a customer’s interest and
influence a purchase, and to make a particular product or company stand out amongst its
competitors promotional substances can exist as part of direct marketing, like mail or e-mail
materials that encompass coupons.

Figure 5 Promotional Marketing of Vivo

14
Promotional Activities
Sales advertising a key aspect in advertising campaigns consists of a collection of incentive
tools, commonly short term, designed to stimulate faster or more purchase of particular products
or services with the aid of customers. Promotional activities play a key role in the entire
advertising and marketing effort being finished with the aid of the company. Those promotional
activities generate more sales in addition to a good image of the product in the mind of the
customer. The promotional equipment used by the company for its promotional activities are

 Point of sale display

 Incentives to retailers
 Advertising

Advertising
A very important part of advertising is to determine the medium of advertising and what kind of
to spend on every medium. The exceptional mediums used by Vivo are:

 Television
 Brand Ambassador
 Newspaper/Magazines
 Product of sales material (painting, glow signs, billboard).

Product Range
Vivo products are taken into consideration to be of premium quality. The product offers also are
of top class variety. Psychological pricing or peculiar pricing is the approach observed by way of
Vivo. Vivo price starts in Pakistan from Vivo Y11 2GB Rs.17999 and goes to high-
end Vivo X80 Rs.169999. All of these products are Smartphones, as they don’t focus on or
manufacture low-priced Smartphones or bar phones. “In January 2018, Smartphone Company
once again introduced the first In-Display Fingerprint sensor at a time when the industry standard
was having a fingerprint sensor either at the rear of the device or on the home button –
surprisingly, over one year after the release of the technology, some brands couldn’t still deliver
it to end users. Vivo has gradually carved a niche for itself and become one of the top
Smartphone brands in the nation by launching several innovative and feature-rich variants of

15
Smartphones in different series – X, Y, and V designed to fit the Bangladeshi youth's evolving
lifestyle needs and preferences.

Specification of Vivo V25

Network GSM / HSPA / LTE / 5G
Technology
2G bands GSM 850 / 900 / 1800 / 1900 - SIM 1 & SIM 2
3G bands HSDPA 850 / 900 / 1900 / 2100
4G bands 1, 3, 5, 8, 38, 40, 41
5G bands 1, 3, 41, 77, 78 SA/NSA
Speed HSPA, LTE-A, 5G

Price 8/128 GB= ₹20,935 =Rs 71,752

12/256 GB= ₹23,999=Rs 82,035

OS Android 12, Fun-touch 12

RAM RAM: 8/12 GB

ROM ROM:128GB/256GB

Camera Triple 64 MP, f/1.8, (wide), 0.7µm, PDAF, OIS

8 MP, f/2.2, 16mm, 120˚ (ultrawide), 1/4", 1.12µm
2 MP, f/2.4, (macro)
Features LED flash, HDR, panorama
Video 4K@30fps, 1080p@30fps
CPU CPU Octa-core (2x2.4 GHz Cortex-A78 & 6x2.0 GHz Cortex-A55

Display Type AMOLED, 90Hz, HDR10+, 1300 nits (peak)

Size 6.44 inches, 100.0 cm2 (~84.7% screen-to-body ratio)
Resolution 1080 x 2404 pixels, 20:9 ratio (~409 ppi density)
Battery 4500 mAh

16
Figure 6 vivo V 25 pics launched in India

Competitors:
The major competitors of Vivo Smartphone are Samsung, Realme, Xiaomi, Oppo, and
Huawei.

Recommendation:
 It is vital to introduce a broader range of mobile phones priced between 20,000 to 45,000
PKR.
 A strategic emphasis on enhancing TV advertisements is essential to captivate a larger
customer base.
 Expanding into the online market is crucial for increased customer acquisition.
 Adequate stock levels must be maintained across all outlets to align with customer
demand effectively.

17
 The optimization of the distribution channel is paramount.
 Additionally, increasing promotional activities in public spaces is necessary.
 Collaborating with brand ambassadors for the advertising campaign is recommended.

 Implementation of innovative strategies is essential to capture and retain customer

attention.
 Initiating an EMI service for interested customers is advised.
 To further engage customers, the introduction of tablets into the product lineup is
suggested.

18