Vivo Communication, a Chinese tech company which holds the global recognition for being one of the greatest Android smart phone. The company has its place in the Guinness book of world records for being the thinnest smart phone in the early years. Established in the year 2009, Vivo has come a long way since then. Vivo has developed user friendly phones over the years. Thus, you can call Vivo Company has become famous due to the Vivo Marketing Strategy. Hence, here we examine the Vivo SWOT analysis and Vivo PESTLE analysis.
Every company that attains a great amount of success has its own unique selling point. Thus, the hidden features which make Vivo unique are as follows:
- Range of Lock Screen features
- The gaming Mode
- Shake the phone to turn on the flashlight
- App Clone and App lock options
- Elevated front camera
- In-display finger print scanner
While these features make Vivo a ruling smart phone company in the market consequently the Vivo marketing strategy allows these features to reach to the audience. Therefore, Vivo marketing strategy is one of the most prudent and pragmatic strategies. Various features of the vivo marketing strategy have allowed the brand to prosper even in difficult times. Therefore, here are some aspects of the Vivo marketing strategy:
PRODUCT SPECIFICATION : VIVO MARKETING STRATEGY
Vivo marketing strategy primarily focuses on creating unique features for all range of products that it sells. The company is known for innovating and selling the products that have specific details. Its policy is primarily customer centric. Vivo initiates it marketing strategy by selling at a lower cost while keeping in mind the customer priority. The technology of Vivo is modified in a way that caters to its customer in the best way possible. Thus, products specification can be a challenge if the company is producing a vast range of product. Furthermore, Vivo marketing strategy concentrates on the customer requirement.
HIGHLIGHTS:
Vivo improved the battery life, camera quality as well as other specific features to suffice the customer needs.
| VIVI Y30i (2009) | VIVO V20 (2021) |
| Android 10.0 | Android 11 |
| 6.47 inch display | 6.44 inches |
| 4 GB RAM | 8 GB RAM |
| Quad camera 13+8+2+2 MP | HD camera |
QUALITY + BUDGET : VIVO MARKETING STRATEGY
Vivo phones are not a spin off or a copy of some other phone present in the market. The Vivo marketing strategy is extremely popular in channeling the quality as well as the budget aspect of the company. Price of the Vivo phones is not high and can be afforded by a common person doing a modest job. Hence, the company caters to quality and also user accessibility. Vivo marketing strategy highlights these key aspects which enables the sales of Vivo phones.
UPDATING WITH TIME : VIVO MARKETING STRATEGY
The Vivo phones entered the market when smartphones were in great demand. People were looking for smartphones which are affordable and usable at the same time. Vivo marketing strategy has always promoted the technically advanced side of the company. The Vivo marketing strategy is responsible for advocating the upgradation and relevance. Hence, this move of the Vivo marketing strategy has allowed the people to retain faith in the company.
360 DEGREE MARKETING : VIVO MARKETING STRATEGY
This amazing Vivo marketing strategy has given it an upper hand in terms of advertising its interest. The company has used various means and mediums of advertisement. There are popular TVCs with famous actors and sports celebrities. Vivo marketing strategy is also prominent in print media and digital marketing. Therefore, the brand not only sells a story but also an an idea which captures the attention of the viewers. Vivo marketing strategy creates a mind blowing recall value in the minds of its consumers.
HIGHLIGHTS:
Virat Kohli is currently the brand ambassador for Vivo. The brand wishes to portray and highlight consistency. As a cricketer and a sportsman, Virat Kohli can do justice to the ideal of being consistent. He matches the brand value and will be involved in a 360 degree promotion of the brand.
VIVO SWOT ANALYSIS
The purpose of SWOT analysis is to examine the Strengths, Weaknesses, Opportunities and Threats. Hence, here is the Vivo Swot analysis.
STRENGTHS
Following are the strengths under Vivo Swot analysis
SPONSORSHIPS
Vivo is one of the most prominent brands when it comes to sponsorship. The company has adopted a 360 degree marketing strategy but also uses sponsorships as a medium of establishing recall value. Therefore, according to Vivo Swot analysis it gives the company a great amount of credibility and reliability.
HIGHLIGHTS:
Vivo was the title sponsor with the BCCI. The sponsorship is worth Rs 440 Crore. Sponsorship was cancelled last year due to India-China political tension. However, the partnership is reportedly back on track.
POPULARITY IN SOUTH ASIA
Vivo is a very popular smart phone company in South Asia. This is due to the primary reason of being affordable and qualitatively better. Therefore , the popularity of the company in the South Asian markets like India, Indonesia, and China helps generate high volumes of revenue.
HIGHLIGHTS:
Vivo saw a 45% growth in the Indian Market itself.
WEAKNESSES
Following are the weaknesses under Vivo Swot analysis
SIMILARITY WITH OTHER BRANDS
One of the greatest weaknesses of Vivo is that it appears similar to other phone brands. Therefore, according to Vivo Swot analysis the company fails to distinguish its product from other competitors in the market. Thus, according to Vivo Swot analysis, Vivo should focus on highlighting the difference in its products.
HIGHLIGHTS:
The main competitors of vivo are Oneplus, Oppo and Xiaomi.
OPPORTUNITIES | VIVO SWOT ANALYSIS | VIVO MARKETING STRATEGY
Following are the opportunities under Vivo Swot analysis
ENTER THE HIGH END MARKET
According to Vivo Swot analysis, Vivo should come up with smart phones that compete directly with high end and luxurious companies like Apple and Samsung. Hence, Vivo Swot analysis examines that this will require a high level of research and development on the part of Vivo as well as setting up a new pricing strategy.
EXPLORE THE WESTERN MARKET
According to Vivo Swot analysis, Vivo should also penetrate into the western markets. It should expand itself to the European countries, Canada and USA. Thus, it will increase its reach and maximise the company revenue. Hence, according to Vivo Swot analysis, the products of the company appeal to the middle class population and have a great chance in the western markets too.
THREATS
Following are the weaknesses under Vivo Swot analysis
PRICE SENSITIVITY
The competition in the mobile phone business is highly price sensitive. Therefore, according to Vivo Swot analysis, the competition is high because the alternative is presented at the same amount. The alternative is the perfect substitute and thus the market for such smartphones is highly price sensitive as the features of such phones are more or less similar.
VIVO PESTLE ANALYSIS | VIVO MARKETING STRATEGY
The purpose of PESTLE analysis is to examine the Political, Economic, Social, Technological, Legal as well as Environmental factors. Here is the Vivo PESTLE analysis.
POLITICAL FACTORS
- The US- China trade war. Consequently, the export duties to the US have sky rocketed ever since the trade war began.
ECONOMIC FACTORS
- Vivo PESTLE analysis examines that, national currency of China with respect to the Dollar is at a very delicate stage.
- The Vivo PESTLE analysis also examines that the high rate of unemployment in South Asia can also affect the Vivo sales.
SOCIAL FACTORS
- Vivo PESTLE analysis examines that phones flaunt the social standing. People would like to buy high end phones to reflect their social standing. Vivo is not considered a high end device.
- The Vivo marketing strategy is hence also affected by the social and cultural factors of a region, according to Vivo PESTLE analysis.
TECHNOLOGICAL FACTORS
- Vivo PESTLE analysis examines that vivo should advance technically. Thus, only then will it be possible to stay relevant in the market. The use of AI should be prevalent.
- A brand is likely to become extinct if the operating systems and other client requirements are not fulfilled, according to Vivo PESTLE analysis.
LEGAL FACTORS
- Vivo created the elevated selfie camera. Such inventions should be trademarked instantly to protect the theft of intellectual property, according to Vivo PESTLE analysis.
- As an international company, Vivo should also consider the laws of different lands and obey them, according to Vivo PESTLE analysis.
ENVIRONMENTAL FACTORS
- Vivo PESTLE analysis examines that vivo should be careful with the carbon footprint that it leaves behind after production of each unit.
- Thus, according to Vivo PESTLE analysis, the electronic waste should be regulated by the company itself.
THE FINAL WORD
The Vivo marketing strategy highlights the nuances of the company. Vivo as a brand, has left its mark on the urban middle class population. It continues to remain popular. Hence, according to the Vivo SWOT analysis and Vivo PESTLE analysis, it is clear that the company should hence expand its sphere of influence by employing ethical tactics.
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