ORGANIZATION
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Vivo is a leading global smart phone brand focusing on introducing products with professional-grade audio, extraordinary appearance, and fast and smooth user experience. Vivo was founded in 2009 as a sub-brand of BBK Electronics. The brand entered the telecommunication and consumer electronics industry with landline phones and wireless phones. In 2011, Vivo started manufacturing and marketing its own range of smart phones. Vivo entered the Indian market in 2014.
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Currently 20,000 operators work in Vivo, and 3,000 engineers are in four R&D centers in Dongguan, Shenzhen, Nanjing and Chongqing. From hardware design and manufacture, to software development (Android based Funtouch OS), Vivo has built a complete and sustainable ecosystem.
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WHY IT WAS SELECTED?
The mobile phone industry has entered the era of smart phones; consumers now have quite different views and demands of mobile devices. To achieve the above objective I have not restricted my study to just Marketing strategies of vivo smart phones. In order to study about the smart phone business in India, and to understand the scope that Marketing 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 Marketing of vivo.
Objective of my study:
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To understand marketing strategy of vivo company.
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To understand marketing mix used by vivo company.
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To understand understand customers customers thinking towards the smart smart phone
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To increase my marketing knowledge with the help of this project.
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To understand promotional activities used by vivo company
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To understand distribution strategies of vivo company.
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To gain the practical knowledge in the real business world .
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To learn more about the professional atmosphere and adopt the professional behavior .
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To learn how to innovate your ideas and achieve the main objective of the organization .
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To know about sales departments . 2
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 construction is already started in Gurgaon Delhi. Delhi. With in three months it achieve 21% of the market share in india 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)
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WHAT TYPE OF ORGANIZATION ORGANIZATION 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. 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.
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WORK CULTURE Work culture plays an important role in extracting the best ou t of employees and making them stick to the organization for a longer duration. The organization must offer a positive ambience to the employees emplo yees for them to concentrate on their work rather than interfering in each other’s work. The staff their are very nice and kind. They provide all the primary & secondary services that other companies. They are up to date with technology. I like to visit in this company as compared to another. This vivo company is good. Culture in the Organization involves a system of emplo yees behaviors, beliefs, attitudes and value. It develops over time and a nd is passed on from one generation of workers to the next. It is also a reflection of what organizational leadership value. (For example, the Google workplace culture is bases on “10 Things we know to be true.” Need for information crosses all borders “and” You can be serious without a suit. “In addition to an overall o verall culture, there are subcultures within an organization
Characteristics of a work Culture in Sadguru Vivo mobiles: •
Employees have cordial relationship with each other.
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Employee are treated as one.
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Motivate the employees.
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MBO system is followed.
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Promote team building activities to bind the employees together.
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MISSION
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To customers, we promise to provide quality products and superior services.
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To employees, we commit to build up harmonious work atmosphere of mutual respect.
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To business partners, we shall furnish a fair and square cooperative platform on the basis of equality and mutual benefit.
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To shareholders, we are devoted to rendering higher investment returns than average.
VISION: “To become a healthy world –class enterprise for long”
CORE VALUE: “Vivo India general business principles describe our group’s core values, responsibilities and the principles & behavior by which we do business.”
OUR VALUE Vivo India employees share a set of core values: •
Integrity
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Team Spirit
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Superior Quality
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Sustained Learning
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Customer Orientation
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ORGANIZATION ORGANIZATION STRUCTURE OF VIVO COMPANY: CEO : The responsibilities of an organization CEO OR MD are set by the organization’s board of director or other authority , depending on the organization’s legal structure. They can be far- reaching or quite limited and are typically enshrined in a formal delegation of authority. Typically , the CEO/MD has responsibilities as a director, decision maker , leader , manager and executor. The communicator role can involve the press and the rest of the outside world , as well as the organization’s management management and employees; the decision making role involve high-level decision about policy and strategy . As a leader of the company , the CEO/MD advises the board of directors, motivates employees , and drives change within the organization . as a manger , the CEO/MD presides over the organization’s organization’s day-to-day day-to-day operations.
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TYPES OF PRODUCT & SERVICE OFFRED BY ORGANIZATION:
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2012, Xplay, world’s first Hi-Fi Hi-Fi smart phone integrated with OPA2604 amplifying power .2013, Vivo X3, world’s first Hi-Fi smart phone integrated with ES9018 decoding chip
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2013, Xplay3s, world’s first 2K display Hi-Fi Hi-Fi music smart phone with extreme display performance
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2014, X5Max, world’s slimmest smart phone with a totally new framework of Hi-Fi Hi-Fi 2.0
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2015, X5Pro, the extreme Hi-Fi and slim body model was launched
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2015, Vivo India joined the Make in India movement by inaugurating inau gurating our first manufacturing unit in Greater Noida
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2016, Vivo India launched V3/V3Max with Faster Fingerprint Unlocking System & Camera Capture along with the opening of VIVO IPL 2016
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2016, V5/V5Plus, world’s first 20 MP Moonlight Selfie Camera
From 2011, Vivo has been certified in over 100 countries and regions wo rldwide, choosing the path of internationalization and mov ed on. Currently Vivo is present in India, Malaysia, Indonesia, Thailand, Myanmar, Vietnam and Philippines. Service centers across the country. Vivo is one of the fastest growing companies in India.
Vivo believes in diversity and creativity in India and hence has been actively involved in some of the most popular properties such as Colors Comedy Nights with Kapil, MTV Roadies, MTV Bollyland Festival and Vh1 Emerge. Regionally Vivo sponsored Vijay TV – Koffee Koffee with DD (Season 2), ETV Telugu – Extra Extra Jabardast, ETV Kannada – Majha Majha Talkies, Mazhavil Manorama – D 4 Dance (Season 2), and Zee Kannada – Onduurnalli Onduurnalli Raja Rani. As a new brand for Indian consumers, Vivo believes in reaching out to every person in every state and this increases the kind of effort to establish establish the brand in the hearts of consumers. Vivo looks forward to more such associations in the future to create a brand visibility amongst the Indian masses. 8
Price chart ‘x’ series
‘y’ series
NAME
MRP
MOP
NAME
MRP
MOP
X3S
15990
14990
Y11
6990
5990
XSHOT
20990
19990
Y15
8990
7990
X5MAX
30990
29990
Y22
9990
8990
X5MAX
29980
28980
Y28
10990
9990
PRO
SEGMENTATION:DEMOGRAPHIC 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
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MARKETING STRATEGY
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4P’s OF MARKETING MIX
A retailer must engage in planning, research and analysis before implementing a marketing strategy. At the core of any marketing plan is the mix consisting of the four Ps (Product, Price, Place and Promotion) of marketing. Retailers usually employ a combination of various elements of promotion mix to achieve promotional and business objectives. The degree and the nature of usage of each of the promotion methods depend on the objectives of the retail firm, product, market profile and availability of resources. Small retailers generally depend on point-of-purchase material provided by the companies which provide the merchandise. Promotion mix employed by the retailers should be comp atible with the desired store image, provide scope for modification if need arises and fit within the budget allocation. Therefore, various retail promotion methods can be compared on the th e basis of degree of control, flexibility, credibility and cost associated with them.
THE FOUR FOUR IMPORTANT TYPES OF MARKETING MIX ARE DISCUSSED BELOW:
1. The The ‘Product’ Mix Every organization has a product mix that is made up of product lines. The variety of products that a company produces, or that a retailer stocks is known as ‘product line’. It is a broad group of products, intended for similar uses and having similar characteristics. The product mix is the set of all the products offered for sale by a compan y. It refers to the length (the number of products in the product line), breadth (the number of product lines that a company offers), depth (the different varieties of product in the product line), and consistency (the relationship between products in their final destination) of product lines. Product mix is sometimes called ‘product assortment’. 11
The basic components of product mix are:
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Services
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Packaging
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Brand
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Product Item and
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Product line
The various product mix strategies are:
(i) Launching new products from time to time (ii) Alteration of Existing Products (iii) Eliminate an entire line or reduce assortment within it (iv) Trading Up (v) Trading Down (vi) Product life cycle management The retail product mix is device so as to develop an appropriate promotion strategy for the store depending on the target market to be reached. Once the target market is identified and positioning strategy defined, the retailers employ various tools of product mix to reach out to consumers. These efforts also aim at building store image. Retailers usually employ a combination of various elements of product mix to achieve promotional and business objectives. The degree and the nature of usage of each of the promotion methods depend on the objectives of the retail firm, product, market profile, and availability of resources.
2. The ‘Price’ Mix Price has always been one of the most important variables in retail buying decision. It is the factor which makes or mars a retail organization. It is also the easiest and quickest element to change. Pricing helps an organization to achieve its objective. This is particularly significant for new market entrants who need to first establish a brand and 12
then enjoy increasing profits as the brand gets market acceptability. For a customer, price is the main reason to visit a particular store. A pricing strategy must be consistent over a period of time and consider retailer’s retaile r’s overall positioning, profits, sales and appropriate rate of return on investment. Lowest price does not necessarily net be the best price, but the lowest responsible price is the best right price. To survive in the retail business, retailers need to seek cash flow, profitability and overall growth in order to consolidate their market position. But pricing cannot be determined in isolation. Costs and operating expenses are equally important while establishing the retail price. Servicing pricing pursues the ‘doctrine of pricing of goods’, therefore, they are either cost-based or market based. Within this, these pricing can be profit oriented, government controlled,
consumer
oriented
or
competition
oriented.
Pricing
needs
certain
considerations before actually determining it. The market position of the product, consumer perception and stage of the product life cycle, competitor’s strategy and overall marketing strategy needs to be considered.
The components of price mix are:
(i) Organizational objectives (ii) Competition (iii) Cost and profit (iv) Credit terms (v) Discount etc. (vi) Fixed and variable costs (vii) Pricing options (viii) Pricing policies (ix) Proposed positioning strategies (x) Target group and willingness to pay 13
3. The ‘Place’ Mix The retailer should keep in mind the fact that his ‘product’ should be available near the place of consumption so that the consumers can easily buy it. If the brand preferred by the consumer is not easily available at a convenient location, he may buy some other brand in the same product category. Hence, the retailer has to ensure that the product is available to the target consumers whenever required. There are two major components of place: marketing channels and physical distribution (logistics management). Channel decisions affect considerably the elements of marketing mix and involve a long term commitment of resources. Intermediaries involved in channel network are independent (at times contractual) organizations hence their needs must be taken into account while evaluating channel alternatives. The success of marketing efforts, to a large extent depends on the sound distribution network. Physical distribution involves transportation, warehousing, material handling, bulk packaging etc. Some of these th ese activities are carried out by intermediaries. A considerable co nsiderable coordination is required among various channels to seek maximum results of marketing operations.
Following are the components of a retail price mix:
(i) Distribution channels (ii) Intermediary (iii) Distance Factor (iv) Inventory Level (v) Transportation (vi) Warehousing and Storage
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4. The ‘Promotion’ Mix After deciding upon the budget, retailer should determine the appropriate promotional mix – a combination of advertising, public relations, personal selling and sales promotion. Small retailers having limited funds may use store displays, hoardings, direct mail, flyers and publicity methods to attract customer traffic, while on the other hand, retailers having no bar on finance, may use print or television media for their sales promotion activities. The retail promotion mix varies from retailer to retailer and nation to nation depending upon technological advancement, nature of competition and availability of finance etc. Retailers design design a promotional mix in compliance with store’s objectives such as positioning of the organization, attracting customers, increasing sales turnover, clear out seasonal merchandise, announcing special events and educating public about the organization and its offerings. Retailers generally spend their promotional budget on developing advertisement campaigns and on other sales promotion activities. A retailer has a variety of sales promotion methods to promote its goods and services. Therefore, promotion mix used by by the retailer should be compatible with the desired store image, budget allocation and flexible enough to modify whenever need arises. These various promotional vehicles may by compared on the basis of following issues:
(i) Cost of the method (ii) Its reach (iii) Degree of flexibility (iv) Credibility(v) Control over media
ADVERTISING IN RETAIL Promoting a brand is more important than opening a store. It is essential to create brand awareness for the customers to know about the brand’s existence. The retailer must strive hard to communicate the USPs (Unique selling Proposition) of the brand to influence the
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buying behavior of the customers. In simpler words, advertisements help the end-users end -users to know to which brand a particular product belongs. Advertisements play a crucial role in promoting a brand and creating its awareness amongst the masses. They help in creating an image of a particular product or brand in the minds of the potential customers. Such a mechanism is also called Brand Positioning.
What is advertising? Advertising is a medium through which an individual or organization highlights the USPs and benefits of a product or service to influence the buying behaviour of the individuals. It helps to create a positive image of a particular brand in the minds of the customers and prompts them to buy the same. Role of Advertising in Retail •
The retailer through various ways of advertising strives hard to promote his brand amongst the masses for them to visit the store more often.
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Advertisements attract the customers into the store. They act as a catalyst in bringing the customers to the stores.
The advertisement must effectively communicate the right message and click on the customers. It should be a visual treat and app eal the end-users. Advertisements have taglines to create awareness of a product or service in the most effective way. •
The tagline has to be crisp and impressive to create the desired impact.
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The tagline should not be lengthy else the effect gets nullified.
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It has to be catchy.
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It should be simple to memorize.
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The moment an individual hears “Just Do it”, he knows he has to visit a “Nike Store”. That’s the importance of a tagline.
Modes of Advertising • Nothing works better than promoting a brand through signboards, billboards, hoardings and banners intelligently placed at strategic locations like railway stations, crowded areas, heavy traffic crossings, bus stands, near cinema halls, residential areas and so on. Such advertising is also called as out of home advertising. Out of home advertising is a way to influence the individuals when they are out of their homes. The hoarding must be installed at a height visible to all even from a distance. Make sure it catches the attention of the passing individuals and influences them to visit the store. Keep it simple and make sure it doesn’t confuse the customers; instead it should convey the information in its desired form.
3C Report (Company, Competitors & Customer) COMPANY PROFILE: Vivo is a China based Smartphone Company which is established in 2009.The headquarters is situated at Dongguan, Gaungdong, China .It has 40% of market share in china. It has its business over many countries like Indonesia, Thailand, India, Malaysia, Myanmar and China. It enters into India in 2014 and launches its product in Bhubaneswar in 12th of March 2015.With in three months it achieve 6% of the market share in Bhubaneswar. 17
The immediate operation team is promotion team and we have Mr. Satyakam Panda the Event manager of the company as our company guide. The departmental heads of vivo are as follows CEO-Mr. Jacky Leo (India) GM-Mr. Tommy Lan DGM-Mr.Pradeep Pattnaik Marketing head-Mr. Aminoor Rahman HR head-Mrs. Upani Das
GEOGRAPHIC SEGMENTATION:SEGMENTATION:Urban cities like Bhiwandi, khaler, Purna, kopar and kalyan naka etc.
PSYCHOGRAPHIC 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:
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Loyalty status-
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Split loyal- buy 2or 3 brands
• Shifting loyal-shift one brand to another •
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 ex cellent 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. Currently in BHIWANDI vivo divide the total market into 5 zon es. Zone-1: DHAMANKAR NAKA Zone-2: KALYAN NAKA Zone-3:ANJURFATA
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Zone-4: MANDAI Zone-5: OTHER AREAS Every zone have one promotion team consist of some promotional executive and one TL(team leader).On the other hand every zone have some outlets. Where vivo position it’s product with the help of promotion promotion team and many promotional tools like Arc gate, Movable mascot, Fixed mascot and a nd Canopy etc .As a whole whol e vivo position its products in big malls and colleges of 5 zones (DHAMANKAR NAKA , KALYAN NAKA , ANJURFATA , MANDAI, OTHER AREAS)
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.
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vivo has a very strong distribution channel. vivo uses a Three-level channel that consists of Regional office, Distributer and Retailor.
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COMPETETIORS
COMPETETIORS: The major competitors of vivo smart phones are Micromax, Samsung, Sony, HTC, LG etc.
DIRECT MARKETING Direct Marketing is the interactive use of advertising media, to stimulate and (immediate) behavior modification in such a way that this behavior can be tracked, recorded, analyzed, and stored on a database for future retrieval and use.” Direct marketing is a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it attempts to send its messages directly to consumers, without the use of intervening media. The second characteristic is that it is focused on driving purchases that can be attributed to a specific "call-to-action." This aspect of direct marketing involves an emphasis on tractable, measurable positive responses from consumers regardless of medium. Direct Marketing (DM) is an interactive system of marketing that: •
Uses one or more advertising media to effect a measurable customer response
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Or transaction at any location
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And stores information about that event in a database.
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FORMS OF DIRECT MARKETIN:
VIVO DIRECT MARKETING: vivo has various types of direct marketing. Which includes? •
Kiosk marketing
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Catalog marketing
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Television
KIOSK MARKETING: •
Kiosk-a small, temporary, stand-alone both used in high foot traffic areas for marketing purposes.
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A kiosk will usually be manned by one or two individuals who help attract attention to the booth get new customers.
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The name describes new stands, refreshment stands, and freestanding cart whose vendors sell many items.
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MARKETING AREAS OF VIVO MOBILES
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vivo is organizing kiosk marketing in front of different mobile outlets every day in different locations of BHIWANDI.
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Attracted a lot of people who came in and stopped by the kiosk and got information about the vivo smart phone.
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•
vivo is also targeting the college youth as it organized a kiosk marketing in colleges.
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The objective of this is to create awareness of the product and to increase sales.
STRICT QUALITY CONTROL SYSTEM: We believe that the product quality is guaranteed by design instead of management. We manufacture and operate up to international standards for quality assurance, and have passed the International Quality System Authentication of ISO9001. Our tens of inspection procedures add to the strict quality assurance system and help vivo communications products to be known as superior-quality products.
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Modernized manufacturing system: We own computerized SMT workshops and modernized assembly workshops, which consist of around 30 production lines, with monthly production capacity of more than 1 million units. vivo manufacturing also features a complete and advanced testing and manufacturing process control, which are operated by a professional technological development and testing team.
PROMOTION MIX 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. customers. 26
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 compan y for its marketing activities are •
Point of sale display
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Incentives to retailers
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Sales promotion through sponsoring special events
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Advertising
POINT OF SALE DISPLAY “There are many ways to communicate with consumers at the point of sale. In-store 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 the eye of the customer. For this reason company invest heavily in 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
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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)
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.
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It is a targeted approach.
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To reach consumers directly through alternative forms of marketing
OBJECTIVES •
Encouraging purchase of larger-sized units, building trial among nonusers
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Attracting switchers away from competitors’ brands
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Short-run sales impact as well as long-run brand equity effects
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encouraging off-season buying
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•
encouraging stocking of related items
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offsetting competitive promotions
• building brand loyalty, and •
support of a new product or model
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Encouraging more prospecting
How BTL activity relate to marketing •
Examples: distribution of pamphlets, stickers, promotions, brochures etc…
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Involve product demos & samplings at busy places like malls and market places or at any event.
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Ensure recall of the brand while at the same time highlighting the features of the product. product.
BELOW THE LINE (BTL) ADVERTISING •
Direct mail marketing
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Product demo
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•
Event marketing
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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 bus y 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. ev ent.
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. 30
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(Some Events)
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Make In India We came to India with a vision to give our customers ingenious, ‘Made In India’ products. A year later, with an assembly unit all set to operate from from Greater NOIDA, our vision has now become a reality. The first part of our expansion plan in India, we setup the assembly unit to contribute to the ‘Make In India’ initiative with our exclusive ‘Made for India’ V-series V-series smartphones. The 30,000 square metre production facility, located at World Trade Centre, is Vivo’s 7th largest assembly facility outside China. The assembly unit has a maximum production capacity of 1 million smartphones per month, which can be further increased as per future requirements.
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LEARNING OBJECTIVES Internship at sadguru agency, was my first experience. i learn about lot many new things in vivo store. initially, i got to know about the variety of vivo mobiles. then deeply , i learned about their features , internal memory, ram, camera mp, etc. after gaining the each mobile details, i started knowing their prices. i also learned about the accessries which has been provided with the new handheld phones. headphones, phone charger etc. My guide was to explain me and help me to learn this things. he initially taught me the way i should greet customer. greeting maintains our sincerity. He also taught about how to deal with the customers. firstly, i should ask customers, should be polite while interpreting with the customers. i must know have about the details of each phones. if any customers ask for any mobiles, i must know about it, i should have that knowledge. this can make customers satisfied.
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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 wo rking two months in vivo Smartphone I had learned all those things, such as :•
How branding will be done?
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How promotional activities will be done?
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How all the events will be done?
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How to interact with different customers?
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How to push the customers to purchase our product?
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How to maintain a group?
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DETAILS OF INTERNSHIP
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The organization I chose is most favorable the society its gives better quality of mobiles and new technology.
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Vivo is one of the largest store/shops in Bhiwandi.
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Vivo is a young and dynamic company, full of enthusiasm and determination to achieve the vision of becoming b ecoming the ‘Most Favoured’ brand in mobiles.
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Vivo company looks forward to a strong and mutual business relationship with other company.
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They believe in making Good Quality Product at the right time, at the right Quantity and at the right price. They are exclusively dealing in mobiles in various models across India.
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DESIGNATION
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My skills related I was chosen the marketing in Vivo mobiles. Which I can sell the mobiles.
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Vivo is the company where all people meet with each other such that vivo gives you better quality of product to customers.
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I was working under the promoter where my promoter gives to me work such as handling the customers.
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Sometimes I have to go for field visit in some places to sell the mobiles.
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I have to handle the data of each customers.
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DEPARTMENT
•
There was not any separate department to me.
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I was worked under the promoter so I do not have any separate department.
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But I was handle all works there as handling of customers data and information
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There was promoter teach to me how to sell the product to customers because my topic is related to marketing strategy of vivo.
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I worked in the marketing department.
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WORK AND RESPONSIBILITY
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In vivo store there was so many work I have to handle there was several work in vivo store.
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I have so many works because there was no any department in the promoter under.
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I have to weekly 3 times to field visit to various location.
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Sometimes there was handle the data of daily customers data visited by I what there feedback of customers.
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ACHIEVEMENT
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The first week of the internship we study the different types of products of vivo and then while the field work we are given the target I have achieved the target and I get the incentive as a motivation to my work.
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As my internship was about 45 days in that my promoter and my team has achieved the target of selling the mobile. We get best team award.
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As I am the worker of vivo I improved many of my skills due to this internship and achieved the leadership quality.
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Many of the achievement are done by the vivo is also achieved the trust of many people by providing the best customers service.
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PROBLEMS FACED DURING INTERNSHIP
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Sometimes the client give the appointment and not present at the given time is create problem to the worker.
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While working in vivo store the problem faced by the worker is is the environment was not proper .
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While handing the client the major problem was the language many of the client or a customer cu stomer was of different language it makes the worker difficult to co-ordinate with them.
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TIMING
•
I used to go for internship by 10am to 9pm.till 4pm I used to work, then I get a break for refreshment . in that break time (1 hour) I be relaxed . I used to have TEA and some snacks.
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After that, by 5pm, I again get back to my work. In between hour till 9pm, my guide used to teach me and share me his knowledge.
My working hours were like
knowledge gaining. I used to clear my doubts with my manager about daily experience.
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Till 9pm, I be there in the vivo store and then after I leave by 9pm. Till was my time schedule at vivo store.
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OTHER DEPARYMENT
SALES DEPARTMENT: This department is mainly concerned with the sale of the new mobile and is headed by sales manager{SM}. The internal employee of vivo store is the development officer who has the job of communicating and training the free lancing employees. It is the development officer who continuously encourage the employee to get new business and the income, performance and commission through mobiles selling knowledge under the manager.
ACCOUNTS DEPARTMENT: It is responsible for processing of all the cheques and loans which come to it. The details regarding financial aspects are covered under this department.
PROMOTION DEPARTMENT: Advertising and publicity , organization of conferences and seminars, incentives to customers are impersonal communication. Arranging exhibitions, participation in fairs and festivals , rural wall paintings and publicity drive through the mobile publicity van units would be effective in creating the impulse buying and the rural prospects would be easily transformed into actual customers.
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STUDENT OBSERVATION STRENGTH
WEAKNESS
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Innovative features
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Limited product line
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Fun touch operating system
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Less credibility
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Better sale service
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High range price
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Better promotion and sales
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New to the industry industry
team OPPORTUNITY •
THREATS
More no. of potential
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Strong competition
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Perception of the customer
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Other smart phone company
customer •
Huge market
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EXPERIENCE
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It has been great to work in vivo store as it help us to improve our skills toward the marketing and selling while working with the promoter we learn many more about the organization.
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After working in vivo store for 45 days we have come to know about the objective of the vivo company and about the service which is provide by the vivo company to client.
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It is great to be a part of the vivo company as it improve the standard of the customers.
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FINDINGS
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Stock is not available in all zones.
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Promotion and sales are two different things but they are mixing it .
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All variant types of mobiles are not provided by vivo such as Tablets, CDMA.
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Promotional activities are very well managed. Outlets are selling the vivo mobile below the DP rates
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Hoardings are not provided to all the outlets.
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Leaflets are not available all the times.
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Stock is not available in all the zones.
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Dealers are happy with vivo products. They got the products by
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The company at the time due to good distribution channel.
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SUGGESTION AND RECOMMENDATION • Need to launch more mobile phones in between 10000 to 25000. • Need to do good T.V advertisement to attract more customers. •
Its time target online market which can generate m ore customers. Maintain DP price so that price should be shame in all out lets.
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There should be sufficient stocks provided to all the outlet as per the customer requirement.
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The distribution channel should be improved.
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There should be more promotional activities done in the public area.
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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.
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CONCLUSION
Vivo is a Chinese brand which came to India in the year 2014 December 25th. In Bhubaneswar it launched its product in 12th March 2015. It is new to the Indian market and has tuff competition with other competitors. So in this type of competition no company can rely on single direct marketing form. 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 smart phone company, but it provides better quality product with compare to other china based smart phones. Vivo smart phone is popular for hifi features and funtouch OS.
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BIBLOGRAPHY •
https://in.linkedin.com
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http://www.vivo.co.in
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http://www.vivoglobal.com
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www.wikipedia.com
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