Vivo

SUBMITTED BY: SYED MUAVIZ UR REHMAN

ROLL NO: COMPF22BSR03

PROGRAM: BACHELOR OF COMPUTER SCIENCE

COURSE: PRINCIPLES OF MANAGEMENT

SUBMITTED TO: ABDULLAH HANIF

DEPARTMENT OF COMPUTER SCIENCE AND INFORMATION TECHNOLOGY

THAL UNIVERSITY BHAKKAR

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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 my research topic.

I would also like to thank the executives of Vivo Communication Technology Company Limited
for their wholehearted cooperation during my final project report period. Vivo's marketing and
sales department 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 allowed me to experience the real organizational environment and learn about the
procedures practiced at the company. I am also grateful to my friends, especially my group
members, for their understanding, encouragement, and moral support during this academic
journey.

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Table of Contents
Acknowledgment:............................................................................................................................2

Summary:.........................................................................................................................................5

Introduction:....................................................................................................................................5

Industry Overview:..........................................................................................................................6

Vivo Communication Technology Company Limited:....................................................................6

History of Vivo:...............................................................................................................................7

2009 to 2022:..................................................................................................................................8

Vivo in Pakistan:..............................................................................................................................9

Vision Statement:.............................................................................................................................9

Mission Statement:..........................................................................................................................9

Core Values:...................................................................................................................................10

Porter 5 forces model:....................................................................................................................10

 Threats from new participants:.......................................................................................10

 The threat of substitute products or services – moderate:...............................................11

 3) Bargaining power of customers (buyers) – high:........................................................11

 4) Bargaining Power of Suppliers – Moderate:...............................................................11

 5) Intensity of Existing Rivalry – High:..........................................................................11

SWOT Analysis:............................................................................................................................12

 Strength:..........................................................................................................................12

 Weakness:........................................................................................................................13

 Opportunity:....................................................................................................................13

 Threats:............................................................................................................................13

Marketing Mix Strategy:................................................................................................................14

 Product:...........................................................................................................................15

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  Price:...............................................................................................................................16

 Place:...............................................................................................................................17

 Promotion:.......................................................................................................................17

Promotional Marketing..........................................................................................................18

Promotional Activities...........................................................................................................19

 Product Range.................................................................................................................19

Specification of Vivo V25.............................................................................................................20

Competitors:..................................................................................................................................21

Recommendation:..........................................................................................................................22

Conclusion:....................................................................................................................................23

Bibliography:.................................................................................................................................24

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Summary:
I have chosen Vivo, a mobile telecommunications company, for my management final project.
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 project, I will discuss
what Vivo is and what they do, its history, vision, goals, and strategy.

To recognize the marketing approach of Vivo Company. To understand the advertising mix
utilized by Vivo Company. To recognize customers' thinking towards the Smartphone To increase
my marketing knowledge with the help of this internship. To understand promotional activities
used by Vivo Company To understand distribution techniques of Vivo Company

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 image that represents the organization positively. 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.

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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.

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 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 smartphone manufacturer with its headquarters in Dongguan, Guangdong Province,
China. It was founded in September 1995 by Guangdong BBK Electronics Industry Co. Ltd.

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Initially, the company focused on producing landline and wireless phones. In October 1996, Vivo
received the ISO9002 International Quality System Approval for their products.
(Venkatesh Konda, 2020)

2009 to 2022:
Founded in 2009, Vivo has speedily multiplied into markets in Pakistan and Southeast Asia. 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.

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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

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.” (Vivo Company, n.d.)

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 (Vivo Company, n.d.)

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

Benfen, design-driven value, user orientation, continuous learning, and team spirit.
(Vivo Company, n.d.)

Shen Wei
CEO

Chief Chief Human

Jarue Sun Kent Cheng Chief Financial
Technology Resources
(COO) (CEO India) Officer (CFO)
Officer (CTO) Officer (CHRO)

Sales and Research and

Operation Finance
Marketing Development HR Manager
Manager Manager
Manager (India) Manager

Training and
Marketing Operations Product Design Accounting
Development
Manager Manager (India) Manager Manager
Manager

Sales Manager

Figure 2 Organogram for Vivo Mobile Company (Vivo CEO and Key Executive Team | Craft. Co, n.d.)

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

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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
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. (Palak Makadia, 2019)

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 Figure 3 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.

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 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.

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 Figure 4 SWOT Analysis

Marketing:
In October 2015, Vivo secured the naming rights sponsorship for the Indian Premier League
(IPL) in a two-year agreement, commencing from the 2016 season. The deal was later extended
until 2022 in July 2017. However, amid the 2020 border tensions between India and China, the
Board of Control for Cricket in India (BCCI) faced criticism for allowing a Chinese company to
be the title sponsor of the league. Consequently, Vivo and BCCI mutually decided to suspend the
deal for the 2020 season, with a provision to resume it in the following season.

Figure 5 Vivo secured the naming rights sponsorship for the Indian Premier League

In June 2018, Vivo entered into a sponsorship arrangement with the IPL, becoming the official
smartphone brand for both the 2018 and 2022 IPL Cricket seasons. The company further
solidified its global presence by securing sponsorship deals with UEFA, serving as an official
partner for both the UEFA Euro 2020 and UEFA Euro 2024 tournaments. Additionally, Vivo took
on the role of the title sponsor for India's Pro Kabaddi league.

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Beyond cricket and football, Vivo expanded its sponsorship portfolio by partnering with the
NBA in China, featuring endorsements from Golden State Warriors player Stephen Curry. His
association with the brand extends to promotional activities in both China and the Philippines.

 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.
(K.M. Readouanul Islam & Professor Sheikh Mati Ur Rahman

The basic components of the product

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

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 Figure 6 Model of Vivo

 Price:
Vivo offers high-quality smartphones at competitive prices. Vivo, as a brand, understands that
some of its markets are price-sensitive when it comes to smartphone sales. Therefore, it is
important to be present in the right price range to enjoy the advantage of gaining a healthy
market share. Therefore, vivo has made its products available not only in all price ranges but also
in the areas that contribute the most to overall sales. Nevertheless, the brand's products are
slightly more expensive than comparable products from other competing brands. Typically, it
uses a competitive pricing strategy in its marketing mix. The high price of Vivo products is due
to the number of features of the smartphone, design and design, battery life, camera quality,
overall performance, and sound and picture quality. However, thanks to the brand's excellent
after-sales service, many customers are convinced to buy Vivo products even at high prices.
However, many customers also believe that Vivo needs to increase value for money for its buyers
by improving the specifications of their certain price segments, especially in the lower price
ranges, to further improve its market position.

Pricing Bases:
• Organizational goals

• Competition

• Costs and benefits

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• Reduction plants.

• Fixed and variable costs

• Pricing options

• Pricing policy

• Suggested positioning techniques

• Target group and willingness to pay

 Place:
Vivo has been registered in over 100 countries worldwide since it was established in 2009. It has
expanded internationally to countries such as Thailand, Indonesia, Vietnam, Malaysia, Myanmar,
the Philippines, India, and Bangladesh. Vivo considers Bangladesh an essential market, along
with China, and is expected to overtake China soon. In 2017, Vivo was also launched in
Pakistan, and it has become the fastest-growing smartphone brand in the country. Vivo sells its
products both online and offline. They promote their products offline through various
distributors, wholesalers, and retailers in different countries. Vivo has adopted a competitive
offline strategy, believing that customers should have the opportunity to try out the device before
purchasing it. The company aims to make the product available in all electronics and believes
that offline support is more effective in selling its products than online support because it
eliminates the risk of unknown sellers, and the products are exceptional in terms of expectations
and security threats.

 Promotion:
Vivo is a brand that actively advertises and promotes itself through a 360-degree marketing
strategy. It uses a variety of traditional media such as ATL, BTL, print media, TV commercials,
social media, celebrity endorsements, and on-ground activities. Vivo focuses mainly on on-
ground activities, which it considers as its greatest advantage in China and Pakistan. It also
specializes in out-of-home advertising.

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In 2016, Vivo allocated 200 crore rupees to promote its brand during the Indian Premier League
(IPL) season 9. The brand also hired Ranveer Singh as their brand ambassador, who stars in their
commercial and talks about the new Vivo V3 and its affiliation with IPL. Currently, Aamir Khan
is the brand ambassador for Vivo in India, while Bidya Sinha Saha represents the brand in
Bangladesh. In Pakistan, the brand has chosen Babar Azam, the country's number one batsman,
as the brand ambassador for the Vivo V25 Series.

Vivo entered the Indonesian market in 2014 and aims to become a major force in the smartphone
industry. It has sponsored major sporting events such as the FIFA World Cup and was present in
stadiums throughout Russia during the 2018 World Cup. Vivo wants to be recognized globally
and will continue to sponsor the FIFA World Cup until the upcoming 2022 World Cup.
(Jasmani et al., 2020)

Figure 7 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.

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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 is a brand known for producing high-quality products with a diverse range. They use
psychological or idiosyncratic pricing strategies for their products. In Pakistan, Vivo's
smartphones start from Rs 17,999 for the Vivo Y11 2GB and go up to their top-end product, Vivo
X80.169999. They do not focus on producing cheap smartphones or coffee shop phones. In
January 2018, Vivo introduced the first in-display fingerprint sensor, which was a
groundbreaking technology at that time. It took the industry more than a year to catch up with
this technology. Vivo has become one of the biggest smartphone brands in the country by
launching several innovative and feature-rich smartphone variants of its series - X, Y, and V.
These series cater to the changing style requirements and preferences of the youth.

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 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

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 Figure 8 vivo V 25 pics launched in India

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

 Huawei
Vivo faces stiff competition primarily from Huawei, a formidable rival headquartered in
Shenzhen, Guangdong Province, and established in 1987. Operating in the same industry,
Huawei significantly outpaces Vivo, generating a revenue that is 2,744% higher than that of
Vivo.

 Samsung
Samsung is known for introducing innovative technologies, especially in its flagship models.
Features like foldable displays (Samsung Galaxy Z series) and advanced camera systems
showcase Samsung's commitment to innovation. Samsung is a global leader in the smartphone

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market and has a strong presence in various regions worldwide, making it one of the most widely
sold smartphone brands.

 Xiaomi
Xiaomi is known for its broad product portfolio, Xiaomi covers a wide range of price points,
delivering feature-packed smartphones, and expanding into other consumer electronics. Xiaomi
has introduced innovative features in its smartphones, such as large batteries, high refresh rate
displays, and competitive specifications.

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.
 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.

Conclusion:
In conclusion, for Vivo Mobile Company, it is imperative to address several key areas to
strengthen its market position and boost customer engagement in the competitive landscape.
Introducing a diversified range of mobile phones within the 20,000 to 45,000 PKR price range

22
 will cater to a broader segment of the market, tapping into various consumer preferences and
budgets.

A strategic overhaul of TV advertisements is essential, focusing on creativity and relevance to

captivate a larger customer base. Expanding into the online market is crucial for meeting the
evolving preferences of modern consumers, providing a convenient and accessible platform for
product acquisition. This expansion should be complemented by maintaining optimal stock
levels across all outlets to meet customer demand effectively.

In the context of Pakistan's launching history, it becomes evident that print media has
demonstrated limited effectiveness. Consequently, vivo is reevaluating its allocation of funds,
redirecting resources from print media to more impactful mediums like hoardings and banners.
Recognizing the need for strategic investments, Vivo aims to make judicious use of its budget to
enhance brand visibility and appeal to the Pakistani consumer base. Despite being a China-based
smartphone company, vivo distinguishes itself by delivering high-quality products, particularly
renowned for its Hi-Fi features and Fun touch OS, setting itself apart in the competitive Pakistani
market.

In essence, the key to success lies in a multifaceted approach that combines product
diversification, strategic advertising, online presence, effective distribution, and innovative
customer engagement initiatives. By adopting these recommendations, Vivo Mobile Company
can position itself for sustained growth and increased market share in the dynamic and
competitive mobile industry.

Bibliography:
Jasmani, Sutiman, & Denok Sunarsi. (2020). Analysis of the Effect of Prices, Promotions, and
Products on Purchase Interest Impacts on Consumer Satisfaction of VIVO Brand Mobile Phones
in South Tangerang Region. http://ojs.unm.ac.id/index.php/administrare/index

K.M. Readouanul Islam, & Professor Sheikh Mati Ur Rahman, P. (2022). INTERNSHIP REPORT
“VIVO COMMUNICATION TECHNOLOGY COMPANY LIMITED.”
https://www.scribd.com/document/557136840/Internship-report-on-vivo-company-Bangladesh

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Palak Makadia. (2019, March 25). “Vivo Mobiles”: Brief Analysis of | PDF | Smartphone | Profit
(Economics). Https://Www.Scribd.Com/Document/403051375/VIVO-Docx.
https://www.scribd.com/document/403051375/VIVO-docx

Venkatesh Konda. (2020, March 9). History of Vivo 123 | PDF | Research And Development | China.
Https://Www.Scribd.Com/Document/450862320/HISTORY-OF-VIV.
https://www.scribd.com/document/450862320/HISTORY-OF-VIVO-123

Vivo CEO and Key Executive Team | Craft. co. (n.d.). Retrieved December 19, 2023, from
https://craft.co/vivo/executives

Vivo Company. (n.d.). vivo’s Culture & Mission | vivo Global. Https://Www.Vivo.Com/En/about-
Vivo/Culture. Retrieved December 14, 2023, from https://www.vivo.com/en/about-vivo/culture

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