OF

Vivo SUBMITED BY:

BISMAY RANJAN SWAIN

ROLL NO: 1406258032

UNDER THE GUIDENSE OF:

INTERNAL GUIDE: EXTERNAL GUIDE:

MR. VARUN AGARVAL MR. SATYAKAM PANDA

(MARKETING) (EVENT MANAGER)

SUBMITED TO:

BIJU PATNAIK INSTITUTE OF INFORMATION TECHNOLOGY AND MANAGEMENT STUDIES

UNDER BIJU PATNAIK UNIVERSITY

(2014-2016)

INTERNAL GUIDE CERTIFICATE

This is to certify that BISMAY RANJAN SWAIN, pursuing MBA 2015 from BIITM BHUBANESWAR, bearing ROLL-NO: 1406258032 has successfully completed her dissertation project report on “BTL ACTIVITY OF vivo” under my guidance for partial fulfillment of his MASTER IN BUSINESS ADMINISTRATION FOR THE SESSION (2014-2016)

This is an original work done by her and this project report has not been submitted to any other Institute University for the award of any degree.

PLACE: Bhubaneswar SIGNATURE:

DATE: Varun Agarwal

EXTERNAL GUIDE CERTIFICATE

This is to certify that BISMAY RANJAN SWAIN, pursuing MBA 2015 from BIITM BHUBANESWAR, bearing ROLL-NO: 1406258032 has successfully completed her dissertation project report on “BTL ACTIVITY OF vivo” under my guidance for partial fulfillment of his MASTER IN BUSINESS ADMINISTRATION FOR THE SESSION (2014-2016).

This is an original work done by her and this project report has not been submitted to any other Institute University for the award of any degree.

PLACE: Bhubaneswar SIGNATURE:

DATE: Satyakam Panda

DECLARATION:

I hereby declare that this summer project report titled “ BTL activities of vivo” satisfaction of

vivo customer in “BHUBANESWAR.” is the result of my own effort in the training which I did as a part of

the curriculum, for the fulfillments of MASTER IN BUSINESS ADMINISTRATION (MBA). It has not

been duplicated from any other earlier works and all information provided in this report is genuine.

This report is submitted for the partial fulfillments of MBA program. It has not been

submitted to any other university or for any other degree.

Date: BISMAY RANJAN SWAIN

MBA (MARKETING)

BIITM BBSR

ACKNOWLEDGMENT

I have benefited a lot from project during the third term of our Course MBA. This project has

been a rewarding knowledge. I have got into the various aspects of vivo by analyzing various information

sources on the work field and internet.

I take this opportunity to acknowledge the invaluable assistance of those People who helped me in

successful completion of this project and also express my special thanks to Mr. Varun Agarwal (Marketing

Faculty Guide) and Mr. Satyakam Panda (Event Manager of vivo) who provided me an opportunity to do

this project.

Last but not least I express my thanks to all the person and friends who always encourage me and provided

me support at all times. And I am also grateful to my parents for providing me the continuous support which

helped me to fight against all odds.

TABLE OF CONTENTS

TITLE PAGE

INTERNAL GUIDE CERTIFICATE

COMPANY CERTIFICATE

AKNOWLEDGEMENT

DECLARATION

CHAPTER 1: INTRODUCTION….………..

OBJECTIVE OF THE STUDY

SCOPE OF THE STUDY

CHAPTER 2: PROFILES……………

vivo PROFILE

HISTORY OF vivo

HISTORY OF vivo IN INDIA

VISION & MISSION OF vivo

CHAPTER 3:

COMPETITORS

SWOT ANALYSIS

CHAPTER 4:

MARKET SHARE

MARKET SEGEMENTION

CHAPTER 5:

PRODUCT MIX

PROMOTION MIX

CHAPTER 6:

BTL ACTIVITIES

CHAPTER 7:

RESERCH METHODLOGY

DATA ANALYSIS

CHAPTER 8:

FINDINGS AND SUGGESTION

CHAPTER 9:

LEARNINGS AND CONCLUSION

CHAPTER 10:

BIBLOGRAPHY

CHAPTER-1

INTRODUCTION

INTRODUCTION I

In this 21ST century smart phone became an very essential part of human life. All the age group

and different sex uses smart phones in their daily life, ‘Mobile phones became’ an important part of human

life.

Now days we can see a drastic change in mobile industry. Mobile phones started with many new features,

and now it reaches the era of Smartphone’s. Smartphone’s bring a new revolution in human life which

makes life more efficient and effective.

Smart phones gain huge popularity because of its feature and facility provided to the people. Now

through smart phone we can do our personal as well as professional task effortlessly and cost effectively. It

provides facilities like Internet, Video calling, Social networking, E-mail, Huge storage capacity ,HD

camera facility, Easy asses to web pages, MS office packages, Ticket booking facilities and many more

which can make life more easy and interesting.

Therefore now a day the Smartphone market is booming. There are many mobile Phone companies

establishing themselves globally as a result competition is more in market. Companies give more emphasis

on High quality and technology with affordable price.

There are companies like Apple i phone, Blackberry, Samsung , Microsoft like company’s titan

their roots in the smart phone industry. But new companies like HTC, Micromax, Intex, Lenovo etc give

healthy competition to the existing brands by new features and technologies in economical price.

A new company which enters into the market and grab the attention quickly through its unique

feature and new technology. The company is “vivo smart phone”.

This multinational brand has everything that is needed for success in the industry. The USPs of

this company are healthy management, HiFi features ,distribution channel, interesting way of promotion,

innovative thinking, quick after sales service ,friendly environment ,Greeter working condition, quality

product, Satisfactory managerial policy, appreciation of work, quick after sales service etc.

OBJECTIVE OF THE STUDY:

My project entitled “BTL activities of vivo” aims at studying the scope of vivo smart phone in the

Bhubaneswar Market.

The objective of doing this project is defined as under:

Generating leads for the sales force or retail network.

Improving the effectiveness of other forms of customer communication.

Raising awareness of a company, product, or service among clearly identified customers and

prospects.

Maintaining effective contact and building relationships with customers and prospects.

SCOPE OF THE STUDY:

. To achieve the above objective I have not restricted my study to just BTL activities of vivo smart

phones. In order to study about the smart phone business in India, and to understand the scope that BTL

activities of vivo has in this business, I have extended my project to do a detailed study of Smart phone

market of the competitors of vivo. Through a comparative study between the competitors and vivo smart

phone, I could arrive to a conclusion of the scope of BTL activities of vivo.

LIMITATIONS:

To make mistake is human nature and I’m no exception. I have tried to make this project

approachable and helpful for the company, but at the same time I accept the occurrence of intermittent

mistakes and do accept them sincerely.

CHAPTER-2

PROFILES

vivo PROFILE :

(The brand logo of vivo is in sky-blue.)

The mobile phone industry has entered the era of smart phones; consumers now have quite

different views and demands of mobile devices. In this context, BBK have started a new mobile phone brand

“vivo” for smart phone era, which is their promotion focus over the years to come. BBK is a corporate

brand, which has carried years of reputation for reliable quality and strong manufacturing capability serving

new brand vivo.

Vivo specializes in creating smart user-friendly products with exceptional sound quality and a

trendy appearance for young and fashionable generation. Creating new surprises and pursuing excellence are

hallmarks of vivo brand.

It takes ages to gather dots to build up your reputation and establish a brand, which bears our

corporate dedication to superior product performance, fine service quality, and commitment to customer

satisfaction. The vivo brand provides us with an opportunity to build a brand-new corporate image. To this

extent, we shall do what is right and do them well, and stay on track along the way.

COMES FROM vivo

The word “vivo” comes from Ancient Latin and Italian. It was from 600 B.C to 600 A.D., when

great heroes like Caesars and Octavian made great achievements; and to express their respect to these

heroes, many Roman citizens gathered in front of the Senate and hailed with flowers, when they could not

help but making “[‘vi:vəu]” sounds, which helped people then to establish the adjective—vivo.

In modern times, with the Italian opera getting more and more popular, we feel it is quite hard

to express our amazement and compliment of masterpieces by music masters like Verdi and Puccini.

Therefore, the word vivo has been employed, which adds implications like likeness and vitality of

outstanding arts to the word vivo.

In short, vivo does not only convey “dynamics and vitality”, but also expresses our heart-felt

respect to heroes, masterpieces and the like. Its primitive but concise pronunciation is the very first response

we have the minute we witness the birth of newborns or occurrence of great events.

HISTORY OF VIVO

Vivo smart phone company is started by BBK which is a Music Phone company.

Vivo is a China based smart phone company which founded in 2009 by Shen wei. The headquarter is

Situated at Dongguan, Guangdong, China. The parent company of vivo is BBK electronics.

Registered in 2009 and listed in 2011, vivo's brand has been verified in more than 100 countries and

regions around the world until 2015. The year of 2015 marks the full launch of international

exploration. The first group of overseas markets includes India, Thai, Malaysia and Indonesia.

It is a 50-50 joint venture between Petugal telecom and Telephonica Mobiles. It is a premium brand

in China. It has 40% of market share in china.

INDIAN HISTORY OF vivo:

It enters into India in 2014 December with the name of world slimmest phone X5 MAX. Its

head office is in Delhi. Very soon vivo will be manufactured in India as the construction is already started in

Gurgaon Delhi. vivo launch its product in Bhubaneswar in 12 th of March 2015.With in three months it

achieve 21% of the market share in Bhubaneswar and it is targeting acquire 6 to 7 % of Indian market with

in the year of 2017 .

(world slimmest phone x5max i.e.4.75mm)

MISSION:

FOR CONSUMER: TO Provide quality product and services.

FOR EMPLOYEE: Create a harmonious working atmosphere of mutual respect.

FOR BUSINESS PARTNER: Provide fair, reasonable and mutually beneficial Cooperation

platform.

FOR SHAREHOLDERS: Use their invested capital to have higher than average Social return.

CORPORATE VISION:

To become a healthy world–class enterprise for long.

CORE VALUE:

Obligation, integrity, team spirit, superior quality, sustained learning and customer orientation.

Duty(Obligation)

Team

Quality

Innovation

Consumer

guide

Honesty

Study

ADVANCED R&D SYSTEM:

We have taken independent research and development, and technical innovation as key

approaches to enhance our core corporate competitiveness since establishment, with considerable investment

in building up R&D centers to specialize in research and development of electronic information products.

We have established R&D centers in Meilin, Shenzhen and Changan, Dongguan, Guangdong,

China, responsible for research and development of mobile phone products. Currently, the R&D centers

provide jobs to 800 R&D and designing personnel, and have become medium-scale full-time mobile

communication R&D institutes.

CHAPTER-3

COMPETETIORS

COMPETETIORS

COMPETETIORS: The major competitors of vivo smart phones are Miramax, Samsung, Sony, HTC,

LG etc.

SWOT ANALYSIS OF vivo AND HIS COMPETITORS

STRENGTH

vivo OUR COMPETETIORS

Innovative features diverse product line

Fun touch operating system Brand advantage

Better sale service Horizontal integration

Better promotion and sales team Distribution network

WEAKNESS

vivo COMPETETIORS

Limited product line Joint venture enterprise and integration

Less credibility Low end segment

High range price less effective distribution channel

New to the industry Handset is not core competence

OPPORTUNITY

VIVO COMPETETIORS

More no of potential customer 4G handset market

Huge market Rural market

THREATS

VIVO COMPETETIORS

Strong competition Global economic crisis

Perception of the customer Strong competition

Other smart phone companies

CHAPTER-4

MARKET SHARE

AND

MARKET SEGMENTION

MARKET SHARE IN YEAR- 2015

COMPANY % OF SHARE

SAMSUNG 24.40%

LG 4.5%

LENEVO 6.5%

XIAOMI 4.5%

APPLE 17.90%

Vivo 4%

HUAWEI 5.1%

OTHERS 33.1%

24%

4%

6%

4%18%

4%5%

33%

% OF SHARESAMSUNG LG LENEVO XIAOMIAPPLE Vivo HUAWEI OTHERS

MARKET SEGEMENTION

DEMOGRAPHIC SEGMENTATION

On the basis of age And income

AGE OCCUPATION MODEL

18-30Yr Below 10,000 Y11,Y15,Y22,Y28

22-30Yr 10k-20k Y28,X3S

26-35 15k-25k X3S,XSHOT

30-40 25k-40k XSHOT,X5MAX,X5MAX PRO

GEOGRAPHIC SAGEMENTATION:-

Urban cities like Bhubaneswar, Cuttack, Puri, Rourkela and Berhmpur etc.

PSYCHOGRAPHIC SEGEMENTATION:-

Social class - Middle class, lower-middle, upper-middle, upper-class, lower-upper, upper-upper.

Life style - Students, Corporate people, Office persons etc.

Personality - Ambitious, Smart and Stylist people.

BEHAVIORAL SEGEMENTATION :

Loyalty status-

o Split loyal-buy 2or 3 brands

o Shifting loyal-shift one brand to another

o Switcher-no loyalty to any brand

User status - Potential user, first time user, regular users.

Usage rate - Medium, heavy product users.

Benefit-Easy access and new features.

Attitude- Positive , Enthusiastic, Indifferent.

PRODUCT POSITIONING:-

Vivo creates smart products that have excellent appearance, professional acoustic fidelity, extreme

video display, and joyful experience for vigorous, young and fashionable urban main stream groups. vivo

dare to pursue perfection and constantly create surprise.

CHAPTER-5

MARKETING MIX

&

PROMOTION MIX

MARKETING MIX

The set of controllable tactical marketing tools –Product, Price, Place and Promotion – that the company

blends to produce the response it wants in the target market.

PRODUCT:-

vivo have eight products Among them four are’ Y’ series and four are ‘X’ series .The products are

Y11, Y15, Y22, Y28, X3S,X shot,X5max,x5max pro .Now vivo introduce its new phone V1 under V series.

FEATURES OF THE PRODUCT:-

Slim Body

Hi-Fi Player

Smart Wake

Super Screen Shot

Beautiful Sounds in Hi-Fi 2.0

Professional camera

PRICE:-

Vivo offer its product under different price range. As it’s a premium brand in china so it gives its

Product in premium rate as well as offer premium quality. So vivo product range starts from Rs.5990 and

end with Rs.30990.

PRICE CHART:-

‘x’ series ‘y’ series

MODEL

NAME

MRP MOP MODEL

NAME

MRP MOP

X3S 15990 14990 Y11 6990 5990

XSHOT 20990 19990 Y15 8990 7990

X5MAX 30990 29990 Y22 9990 8990

X5MAX PRO 29980 28980 Y28 10990 9990

PLACE:-

Currently vivo offered its product in Bhubaneswar, Cuttack, Puri, Berhmpur and plan to launch at

many different cities of Odisha very soon.

PROMOTION:

Vivo has uses various promotional assets to promote their product in a smart and, innovative way. These promotional assets like ARC gate ,movable mascot, fixed mascot ,canopy, standy, dummy phones, posters, Danglers, GSBs (Glow Sign Board), Tents, umbrella, Leaflets in shop and out shop branding .

PROMOTION MIX

Advertising

Sales Promotion

Direct Marketing

PersonalSelling

Public Relation

PROMOTIONAL ACTIVITIES

Sales promotion a key ingredient in marketing campaigns consists of a collection of incentive tools, mostly

short term, designed to stimulate quicker or greater purchase of particular products or services by customers.

Promotional activities play a key role in the entire marketing effort being carried out by Company. These

promotional activities generate more sales as well as create a good image of the product in the mind of the

customer.

The promotional tools used by company for its marketing activities are

Point of sale display

Incentives to retailers

Sales promotion through sponsoring special events

Advertising

POINT OF SALE DISPLAY

“There are many ways to communicate with consumers at the point of sale. In-store advertising includes

shopping carts, cart straps, aisles and shelves. The appeal of the point of sale advertising lies in the fact that

in many categories consumers make the bulk of their final decision regarding purchase in the shop.”

This is particularly true for those brands which have very low customer loyalty. Smart

phone is one such product in which most of the time buying decision is made at the spur of the moment

based on the brand which is readily available and catches the eye of the customer. For this reason company

invest heavily in this category by supplying the shop owners with stands so that they can keep the bottles

outside on those stands so that customers have an eye contact with them as he/she is entering the shop.

INCENTIVE TO RETAILERS

Another method of sales promotion being used by companies by running special incentive schemes for

retailers. This type of promotional strategy is conducted mainly during the peak season.

ADVERTISING

A very important part of advertising is to decide the medium of advertising and how much to spend on each

medium.

The different mediums used by Pepsi are:

TV

Hoarding

Newspaper/Magazines

Product of sales material(painting, glow signs, D. Board)

Five “M” of advertising :

MISSIONWhat are the advertising objectives?

MONEYHow much can be spent?

MESSAGEWhat message should be sent?

MEDIAWhat media should be used?

MEASUREMENTHow should the result be evaluated?

DISTRIBUTION CHANNEL OF VIVO

Distribution:-Distribution is the process of moving a product from its manufacturing source to the

customers with the help of intermediaries.

Distribution channel:-It is the set of interdependent organizations involved in the process of making a

product or service available for use or consumption. It is the way products and services get to the end-user,

the customer.

For every company distribution channel plays very important role. A stronger the distribution

channel increases the sales, attracting customer, increase company goodwill on the other hand avoid channel

conflict.

vivo has a very strong distribution channel. vivo uses a Three-level channel that consists of Regional

office, Distributer and Retailor.

DISRIBUTION CHENNEL

Company stock

Regional office

Distributor

Retailor

Customar

CHAPTER – 6

BTL ACTIVITIES

IMPACT OF BTL ACTIVITIES ON VIVO SMART PHONE

Below the line marketing (BTL) is the ability to tailor their messaging in more personal manner to

audience.

It is a targeted approach.

To reach consumers directly through alternative forms of marketing

OBJECTIVES

Encouraging purchase of larger-sized units, building trial among nonusers

Attracting switchers away from competitors’ brands

Short-run sales impact as well as long-run brand equity effects

encouraging off-season buying

encouraging stocking of related items

offsetting competitive promotions

building brand loyalty, and

support of a new product or model

Encouraging more prospecting

How BTL activity relate to marketing

Examples: distribution of pamphlets, stickers, promotions, brochures etc…

Involve product demos & samplings at busy places like malls and market places or at any event.

Ensure recall of the brand while at the same time highlighting the features of the product.

BELOW THE LINE (BTL) ADVERTISING

Direct mail marketing

Product demo

Event marketing

Promotional marketing

DIRECT MAIL MARKETING

Below the line advertising also focuses on direct mail marketing and e-mail marketing, often using

highly targeted lists of names to maximize response rates.

PRODUCT DEMO

It could also involve product demos at busy places or residential complexes.

EVENT MARKETING

Various companies sponsor sport events to promote their brand so vivo also sponsor various sport

events like cricket match, special occasion etc.to promote their product and also give a prize to winners in

this event.

PROMOTIONAL MARKETING

Promotional marketing is the use of any special offer intended to raise a customer’s interest and influence a purchase, and to make a particular product or company stand out among its competitors promotional materials can exist as a part of direct marketing, like mail or email materials that include coupons.

Me and our team mates promotional work in Bhubaneswar with the help of BTL activities

As mentioned on the above that every zone have one one promotion team which covers the

respective outlets. The daily works of the promotional team are;

From the beginning of the day they take their photo on the field and post it on the vivo promotional

group created in whatsapp for attendance.

Then we setup promotional tools like Arc gates, fixed mascots counters and dummy phones for out

shop demonstration. Our main motive is to increase brand awareness and brand knowledge which

leads to boost sales in the outlets. We convince customers by interacting them and make them aware

about our product features and price of the product.

We visit different outlets and analyze their demand as well as analyze the need of the customer by

interacting with them and solve the queries.

We mostly focus on our own road branding. We did our branding with GSBs(glow sign

boards),Posters, Arc Gates and Mascots. we did our in shop brandings by 360 degree branding,

Dummy sets, Danglers, Posters, Stickers on racks, Product demonstration table etc.

We organize a weekly mascot rally with movable mascot which grabs more customer attraction as

this kind of promotional activity is so interesting and new in the market. We perform tasks in

movable mascot apart from that we distribute pamphlets with full product specification. People take

picture with the mascot and anyhow they get a memory about the brand and the product and that

reflects in the time of purchasing phones; and at least for once the asked for vivo and then out

ISD(in shop demonstrator) do the rest and sale the phone. So by this way promotion boost sales.

(Movable mascot)

We have also done activities in crowed areas like SUM hospital, Market building, Khandagiri,

Bigbazar, BIITM college etc.

(Some Events)

The main purpose of all the promotional activity is to boost sales. And we are advised that take

picture of sales in which we had contribute our effort and we did it excellently. During my

internship I along with other interns have sold many phones and learn selling tricks.

(Sales with our effort)

CHAPTER – 7

DATA ANALYSIS

DATA ANALYSIS

Once we got the data, the next step was to analyze it. MS EXCEL were used for this part. Variables

were created corresponding to the questions and all the responses were filled in the sheet. SPSS

tools such as frequency, crosstabs and EXCEL tools such as bar, pie & scatter charts were used

to analyze the data.

HOW MUCH SALES GROWING IN 5 MONTHS AT BBSR

MARCH APRIL MAY JUNE JULY0

200

400

600

800

1000

1200

1400

1600

1800

2000

SALES (IN UNITS)

SALES (IN UNITS)

SOURCES OF INFORMATION

MONTH SALES (IN UNITS)

MARCH 623

APRIL 846

MAY 1012

JUNE 1564

JULY 1782

source of info

INFO. REACH TO CUSTOMER

TV Ads 20%Print Ads 10%Internet Ads 10%Hoardings& banners 28%campaigns/ Canopies 20%

friend/family 12%

TV Ads

Print A

ds

Internet

Ads

Hoardings

& banners

campaig

ns/ Can

opies

frien

d/family

0

5

10

15

20

25

30

INFO. REACH TO CUSTOMER

INFO. REACH TO CUSTOMER

Analyzing the effectiveness of ATL and BTL activities ‘in vivo”

S0URSES OF INFO. ACTED AS THE

MOST CRUCIAL

FACTOR

EFFECTIVENESS

(in %_)

ATL 180 41 22.77

BTL 145 103 71.03

WORD OF MOUTH 192 90 46.87

Show in a graph

HOW MUCH SALES WITH THE HELP OF PROMOTIONAL ACTIVITIES

ACTIVITIES EFFECT ON SALES

DIRECT MARKETING 30%

ATL10%

BTL 20%

SALEA PROMOTION25%

BRANDING ACTIVITY 15%

CHAPTER – 8

FINDINGS

AND

SUGGESTION

FINDINGS

Hoardings are not provided to all the outlets.

Leaflets are not available all the times.

Stock is not available in all the zones.

Dealers are happy with vivo products. They got the products by the company at the time due to good

distribution channel.

SUGGESTIONS

There should be sufficient stocks provided to all the outlet as per the customer requirement.

The distribution channel should be improved.

There should be more promotional activities done in the public area.

The ad campaign should be made with the brand ambassadors.

New ideas should be implemented to grab customer attention.

vivo should be start EMI service for those customers who need.

Vivo should launch tablets to motivate the customers.

CHAPTER – 9

LEARNINGS

AND

CONCLUSION

LEARNING’S:-

I had lot many things after working two months in vivo smart phone. I have all the theoretical

knowledge in marketing but don’t know how this will be implemented practically in the field, but after

working two months in vivo Smartphone I had learned all those things, such as :-

How branding will be done?

How promotional activities will be done?

How all the events will be done?

How to interact with different customers?

How to push the customers to purchase our product?

How to maintain a group?

CONCLUSION:-

Since BTL is effective than ATL so vivo should reconsider its marketing strategy with higher

advertising money going for BTL (preferably in the proportion of their respective effectiveness).

Setting up of canopies at commercial places,market place and mall will certainly show great

results.

We can’t afford to neglect the importance of ATL activities, they may not be as effective but give

information to a larger population creating a brand awareness. As we have already seen, brand

awareness has a significant association with customer base.Print media presented a very poor

show and vivo should reconsider its plans of pouring in any significant amount of money in this

media. Rather, that money should wisely be used to set-up more number of Hoardings and

banners.

Vivo is a china based smartphone company, but it provides better quality product with compare

to other china based smartphones. Vivo smartphone is popular for hifi features and funtouch OS.

CHAPTER – 10

BIBLOGRAPHY

BIBLIOGRAPHY

Marketing Management , second revised edition; Plilip Kotler

http://www.vivoglobal.com

www.google.com

www.wikipedia.com

Microsoft office word 2007

Microsoft Office excel 2007 help topics.