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  • Consumer Behaviour - Vivo Phones

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    The document summarizes research conducted on Vivo phones in the Indian market. It provides background on Vivo as a company and describes their methodology which included secondary research on the smartphone industry and Vivo's competitors as well as primary research through interviews. Key findings include that Vivo has a 15% market share in India, targets mid-income customers, and aims to enter the premium segment with their X series phones. The X series is launched around cricket events like the IPL to increase brand visibility.

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    Consumer Behaviour_ Vivo Phones

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    The document summarizes research conducted on Vivo phones in the Indian market. It provides background on Vivo as a company and describes their methodology which included secondary research on the smartphone industry and Vivo's competitors as well as primary research through interviews. Key findings include that Vivo has a 15% market share in India, targets mid-income customers, and aims to enter the premium segment with their X series phones. The X series is launched around cricket events like the IPL to increase brand visibility.

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    6 views10 pages

    Consumer Behaviour - Vivo Phones

    Uploaded by

    nikhil
    The document summarizes research conducted on Vivo phones in the Indian market. It provides background on Vivo as a company and describes their methodology which included secondary research on the smartphone industry and Vivo's competitors as well as primary research through interviews. Key findings include that Vivo has a 15% market share in India, targets mid-income customers, and aims to enter the premium segment with their X series phones. The X series is launched around cricket events like the IPL to increase brand visibility.

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    © All Rights Reserved
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    of 10

    Consumer Behaviour:

    Vivo Phones
    Group 10:

    20P001: A S Pranav
    20P076: Archit Bhatt
    20P079: Debabrata Das
    20P105: Shubham Agarwal
    20P133: Ashwin Mathew
    Company Background

    ★ Vivo in its logo, is a Chinese technology company that designs and develops smartphones,
    smartphone accessories, software and online services.
    ★ Since its founding in 2009, Vivo has expanded to over 100 countries around the world, including
    India
    ★ The company has an Advanced R&D system and first class Hi-Fi acoustic laboratory to debug
    and test sound quality

    ★ In October 2015, Vivo became the title sponsor of the Indian Premier League (IPL) under a two-
    year deal starting in the 2016 season and the official sponsor of FIFA world cup 2018
    Methodology

    ● Secondary Research on:


    ○ Indian Smartphone Industry
    ○ Competitor Research
    ○ Vivo and Premium Segment
    ● Primary Research conducted via in-depth interviews with a questionnaire
    ○ Questionnaire based on a discussion guide prepared
    ○ Factors considered included- Purchase factors, Brand Awareness, Brand perception,
    purchase preference and medium of purchase
    Smartphone industry market overview (India)

    ★ With a 23 percent shipment share in Q3 2021, Xiaomi


    was the market leader.
    ★ Samsung has a 22 percent market share in the mid-to-
    upper-tier pricing bracket (INR 10,000 – INR 30,000).
    ★ In India, OnePlus had its highest-ever shipment volume.
    The total number of units shipped in the Nord series has
    surpassed 3 million.
    ★ For the first time, 5G smartphone shipments surpassed
    the 10-million mark, and vivo leads it.
    ★ With the largest ever shipments in the sub-INR 20,000
    pricing bracket, realme dominated the 5G market.
    ★ Apple had a 45 percent market share in the premium
    sector (>INR 30,000).

    Source: Mobile Devices Monitor – Q3 2021 (Vendor


    Region Countries)
    Competitor Research
    Vivo Oppo Xiaomi Samsung

    Products Smartphones, smartphone Consumer electronics and Consumer electronics and Consumer durables,
    accessories, software, and mobile communication related software, home electronic products.
    provides online services. appliances, and household
    items

    Market Share in India 15 10 23 17


    (smartphones)

    Customer segment income Mid income group Low, Mid and High Low and Mid class Low middle class to high-
    profile income group income individuals

    Positioning Vivo offers innovative Stylish and individualized Aimed at bridging the gap Samsung provides best
    phones at affordable rates mid-range and high-end between the mass market phones and appliances for
    mobile phone brand in the and the high-end segment every need and price range
    market of the market

    Brand ambassadors (India) Virat Kohli Ranbir Kapoor Sonu Sood Alia Bhatt
    Vivo and Premium segment
    ● Vivo has traditionally been considered a “value-for-money” proposition in the 20k price segment
    ● It is aiming for the premium segment with the launch of its X60 and X70 series.

    Vivo IPL 2021

    ● X60 series (March 2021) launched in the premium segment coinciding with IPL 2021 (April, 2021)
    ● X70 series (Sept/Oct 2021) launch coinciding with IPL Phase 2 ahead of Diwali

    Price Points
    X70 Series X60 Series X50 Series

    Vivo X70 Pro+(80k) Vivo X60 Pro (50k) Vivo X50 Pro (40k)

    Vivo X70 Pro (47k) Vivo X60 (35k) Vivo X50 (30k)

    Vivo X60 Pro+ (64k)


    Questionnaire
    Transcripts
    Consumer Portraits
    Insights and Learnings

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