INTERNSHIP REPORT

On
“VIVO COMMUNICATION TECHNOLOGY COMPANY
LIMITED”

This internship report has been prepared and submitted for the requirement of partial
fulfillment for the MBA program in Department of Marketing, Faculty of Business Studies,
University of Rajshahi, Rajshahi-6205, Bangladesh.

Submitted by: Supervised By:

K.M. Readouanul Islam Sheikh Matiur Rahman, PhD
ID: 2010035229 Professor
23rd Batch Department of Marketing
MBA Program (Evening) University of Rajshahi
Department of Marketing Rajshahi-6205
University of Rajshahi

DEPARTMENT OF MARKETING
UNIVERSITY OF RAJSHAHI
 INTERNSHIP REPORT
On
“VIVO COMMUNICATION TECHNOLOGY
COMPANY LIMITED”

i
 LETTER OF TRANSMITTAL

31st January, 2022

Sheikh Matiur Rahman, PhD

Professor,
Department of Marketing
University of Rajshahi,
Rajshahi-6205

Subject: Submission of Internship Report on “Vivo Communication Technology Company

Limited”.

Dear Sir,

This is a great pleasure for me to submit the internship report, which is partial requirement
completing the degree of MBA program curriculum. It is a great achievement to work under your
active supervision.

I have prepared my internship report on Marketing and Sales department of “Vivo

Communication Technology Company Limited”. The internship Program give me the
opportunity to enhance my theoretical understanding through practical exposure of marketing
activities of some general business.

I hope the report will provide some knowledge about ‘Marketing and Sales’ department of “Vivo
Communication Technology Company Limited”. I will be ready at any time convenient for
further clarification of the report.

Sincerely yours

___________________

K.M. Readouanul Islam

ID: 2010035229

EMBA, 23rd Batch

Department of Marketing

University of Rajshahi

ii
 LETTER OF ENDORSEMENT

The Internship Report on“Vivo Communication Technology Company Limited” has been
completed for the degree of Master of Business Administration in Marketing Department by
K.M. Readouanul Islam, ID: 2010035229. The report has been accepted and may be presented to
the Internship Defense Committee for evaluation.

As the internship supervisor of him, I am very much happy with his works. All the works done
for this report has been done by him under my direct supervision, and changes were made
wherever required as per my instruction, in doing so he has performed all necessary requirements
sincerely and successfully.

I wish him every success in life.

______________________

Prof. Sheikh Matiur Rahman, PhD

Internship Supervisor

iii
 ACKNOWLEDGEMENT

At the beginning I would like to express my gratitude to almighty Allah who has given me the
opportunity to go through the overall process of internship and to write a report on this regard.

I would like to acknowledge my deepest gratitude to the honorable supervisor Prof. Sheikh
Matiur Rahman, who has given me suggestions regarding the writing of the report and to go
through the process, which has become an excellent way of understanding the topic of my
internship.

I am very much thankful to the executives of Vivo Communication Technology Company

Limited who extended their whole hearted cooperation during my internship period.

Vivo marketing and sales department helped me a lot to make this report. They have provided
me important information's and taught some practical works of marketing activities. They have
also taught me how to deal with corporate world.

Last but not the least,, I would really like to thank all of the officials of Vivo Communication
Technology Company Limited who've given me the chance to be familiar with the real
organizational environment, and practically experiencing the procedure practiced at Vivo
Communication Technology Company Limited. Specially thanks to executive officer Md.
Shobuz and thanks to all from the core of my heart.

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 EXECUTIVE SUMMARY

For this internship, I've chosen the company Vivo. Vivo is a mobile telecommunications
company, and gives a ways greater than simply mobile phones for everyday use. They provide
networking solutions for businesses that assist businesses stay connected and communicate with
each other at all times and places. For them, Vivo also offers special mobile phones with
wonderful and unique features and options. In this report, I will first talk about what Vivo is and
what they do. I will talk about their history, and how they came to and where they are today.
Vision, goals, and their strategy are discussed, as well as their wide variety of products and
services offered for the regular customer, business and service providers. Vivo success benefits
were some advantages they had in the market. Those additionally include the advance
technology and features, as well as services they offer to their customers. However, like most
other companies, Vivo has a few weaknesses, but I consider these to be very minimum, and
almost only come down to their competition. Lastly, I will talk about their informational
commercial enterprise model. This model consists of vivo paintings agency, manage device,
business model, business strategy, and in the end, business organization. I will look carefully at
and discuss all of those elements, and why I think that they're relevant to Vivo.

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 TABLE OF CONTENTS

Part- 1
1.1 Introduction…………………….………………………………………… 1
1.2 Industry Overview…………………………………………………........... 1
1.3 Vivo Communication Technology Company Limited…………………… 2
1.4 History of Vivo……………………………………………………………3
1.5 Vivo in Bangladesh………………………………………………………. 4
1.6 Organization Structure of the Vivo Company…………………………….4
1.7 Department……………………………………………………………….. 4
1.8 BBK Electronics………………………………………………………….. 5
1.9 VALUES ………………………………………………………………… 6
1.10 Vision & Mission……………………………………………………….. 6
1.11 Brand Mission & Positioning…………………………………………… 6
1.12 Marketing……………………………………………………………….. 7

Part- 2
Introduction to the Study
2.1 Why Vivo was selected for Internship…………………………………… 8
2.2 Vivo as a Brand ……………………………………………...................... 8
2.3 Objectives………………………………………………………………… 9

Part- 3
3. Vivo Strategic Plan for Bangladesh………………………………… …….. 10

Part- 4
External and Internal Analysis of Vivo
4.1 PESTLE Analysis of Vivo……………………………………………….. 12
4.2 SWOT Analysis…………………………………………………………...14

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Part-5
5. Marketing Mix Strategy…………………………………………………… 16

Part- 6
6.1 Product Range……………………………………………………………. 21
6.2 Now Leading model of Vivo V23 5G……………………………………. 26
6.3 Promotion Activity……………………………………………………….. 28
6.4 Market Inception…………………………………………………………. 29
6.5 Competitors………………………………………….. ………………….. 30
6.6 Market Development……………………………………………………... 30
6.7 Feedback System………………………………………………….. …….. 30
6.8 Warranty and Claim……………………………………………………… 30

Part- 7
7.1 Detail of Internship………………………………………………………..31
7.2 Designation………………………………………….. ………………….. 31
7.3 Department……………………………………………………………….. 31
7.4 Work & Responsibility……………………………………………………32
7.5 Problems Faced During Internship……………………………………….. 32
7.6 Working Hour……………………………………………………………. 32

Part-8
8.1 Experience………………………………………………………………... 33
8.2 Learned From My Work…………………………………………………. 33
8.3 Suggestion & Recommendation………………………………………….. 34

Part-9
9. CONCLUSION……………………………………………………………. 35

Part-10
10. References………………………………………………………………... 36

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1.1 Introduction
Organization plays a prime function in the global. Because of globalization, the area comes to be
a global village. One of a kind organizations pay one of kind roles and that they meet humans
needs and provide them with product, service or both.

Marketing serves as the face of your organization, coordinating and generating all substances
representing the commercial enterprise. It is the marketing department's job to attain out to
prospects, clients, traders and/or the network, even as creating an overarching photo that
represents your organization in a high quality light.

Mobile phone has a protracted record that began off with experiments of communications from
and to shifting automobile rather than hand-held gadgets.

In later years, the main challenges have lain inside the improvement of interoperable preferred
and handling the explosive achievement and ever growing demand for bandwidth and reliability.

1.2 Industry Overview

Cell phone or Mobile Phones, particularly the Smartphone’s that have become our inseparable
companions today, are relatively new.

However, the history of mobile phones goes back to 1908 when a US Patent was issued in
Kentucky for a wireless telephone.

Mobile phone has been invented as early as the Nineteen Forties when engineers running at
AT&T developed cells for Cell phone or mobile phone base stations.

The very first Mobile phone had been now not truly mobile phone in any respect. They were -
manner radios that allowed humans like taxi drivers and the emergency offerings to talk.

Instead of counting on base stations with separate cells, the primary mobile phone networks
involved one very powerful base station protecting a miles wider region.

Motorola, on 3 April 1973 were first company to mass produce the primary hand held cell phone.

These early mobile phones are often referred to as 0G mobile phones, or zero technology cellular
phones. Most mobile phones nowadays depend on 3g, 4g or 5G mobile technologies.

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1.3 Vivo Communication Technology Company Limited
A young international smart phone brand that specialize 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 Smartphone’s,
Smartphone’s accessories, software, and on-line offerings. Founded in 2009, vivo has speedy
multiplied into markets in Bangladesh and South East 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 smart phone with a dedicated
HiFi chip, the X1. Considering that then vivo has remained devoted to imparting the very best
possible audio revel in to customers.

Vivo product’s camera also represents one in every of their most crucial competitive benefits.
Pictures are a way for human beings to express themselves and share pleasure with others.
Through their Smartphone’s, a professional-grade photography solution, taking mobile
photography to the level of an art form, witnessing and recording all of life’s beautiful moment.

Vivo is a technology company that creates great products based on a design-driven value, with
smart devices and intelligent services as its core.

Worlds 1st Smartphone’s with an elevating front camera and Truly Bezel-less Display.

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We now have over 400 Million users and covered more than 50 countries & regions. Facing the
diversification of user groups, vivo makes contribution to consumers around the world to enjoy
the extraordinary moments in life and creates surprises for them to embrace technology
innovations.

Now we have 5 global manufacture bases (including brand authorized manufacturing center)
including China (Chongqing), China (Dongguan), India (Noida), Bangladesh (Dhaka) and
Indonesia (Tangerang). With an annual production capacity of nearly 200 million units
Smartphone’s.

1.4 History of Vivo

Vivo is a Chinese Multinational Manufacturer of Smartphone’s established in Dongguan,
Guangdong province, china. Founded in 1995, vivo entered the telecommunication and
consumer electronics industry with landline phones and wireless phones. From 2011, vivo began
its Smartphone business. As of 2014, vivo releases and markets its Smartphone’s under the vivo
brand, rating because 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 global, 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 smart phone 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 Funtouch OS), Vivo has built a complete and sustainable
ecosystem.

With the creativity and technology, Vivo continues innovating. In 2012, vivo created the x1, the
first Smartphone to incorporate a Hi-Fi chip, ensuing in a remarkable audio experience.
Pioneering this technology, it has been included in all Vivo Smartphone ever considering since.
From then on, the innovation never stops.

Vivo entered India in December. 2014. In a short time span vivo has mounted itself as a Hi-Fi &
smart brand. Currently vivo is serving Indian customers with 8,000 employees and 10,000
retailers, in over 300 cities in 22 states, with a strong focus on Hi-Fi Music. By the end of 2016,
Vivo will also have established more than 200 exclusive after-sales was founded in 2009 in
Dongguan, China and is a major player in the Asian smart phone industry. The company
develops software for their phones such as the Vivo App Store, I Manager included in their
proprietary Android-based operating system called Funtouch OS.

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1.5 Vivo in Bangladesh
Vivo officially started out its Bangladesh journey in December 2017. There has been no press
coverage. But their social media web page commenced to get hold of instant fans and reached a
big amount of target audience in the next few months. Vivo started their journey with 4 phones
vivo Y53, Y65, V7, and V7+. They normally mounted their showrooms and authorized sellers in
Dhaka, Chittagong, Barisal, Bhola, Faridpur, Narayanganj, Mymensingh, Rangpur, and Sylhet.
In 2018, Vivo continued to grow in Bangladesh with successful releases like Vivo Y71, Y81 and
Y81i. In 2019, Vivo delivered V15 and V15 pro with pop-up the front digital camera and max
full-view display for the first time in Bangladesh. Currently, it is one of the most popular
Smartphone brands of the country manufacturers with continuous successful releases for various
budget groups. Vivo X60 Pro is their first 5G Smartphone release in Bangladesh. After that, they
launched more advanced flagship-level X70 Pro 5G with professional mobile camera.

1.6 Organization Structure of the Vivo Company

The responsibilities of a company CEO or MD are set by using the organization’s board of
director or other authority, relying at the company’s legal structure.

They may be a far- reaching or pretty confined and are commonly enshrined in a formal
delegation of authority. Typically, the CEO/MD has duties as a director, choice maker, leader,
manager and executor. The communicator position can involve the press and the rest of the out
of the world, in addition to the organizations 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 inside the
organization. As a manger, the CEO/MD presides over the organization day -to-day operations

1.7 Department

Sales Department
This department is in particular involved with the sale of the brand new mobile and is headed by
sales manager. The internal employee of Vivo shop is the development officer who has the job of
communicating and training the free lancing employees. It's far the development officer who
continuously inspires the worker to get new business and the income, overall performance and
commission through mobiles selling knowledge under the manager.

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Accounts Department

It is responsible for processing of all of the cheque and loans which come to it. The details
concerning financial aspects are included under this department.

Marketing Department

Marketing departments include such activities as customer and market studies, brand
management, advertising, branding, dealer alliances and sales promotions to attract and maintain
customer.

Advertising and publicity, organization of meetings and seminars, incentives to customers are
impersonal communication. Arranging exhibitions, participation in fairs and festivals, rural wall
artwork and publicity drive through the mobile publicity van units might be effective in creating
the impulse buying and the rural prospects might be easily converted into actual customer.

1.8 BBK Electronics

BBK Electronics Corporation is a Guangdong based consumer electronics manufacturer with
their headquarters and manufacturing base in Changan Dongguan. It's far said to be the best
contributor to the tax money in Changan and for this reason you may see the introduction of the
company listed at people’s Government of Changan town. The company came into existence in
the year of 1995 and month of September. According the list of Government website it has
production factories unfold in 10 hectares of land and personnel more than 17,000 human beings.
It has special branches that cater to myriad of groups which are operational everywhere in the
world.

The list additionally claims that BBK has branches and one subsidiary under its name, in which
it does business in studies, production and sale of educational electronics product along with
studying machines, language repeaters, electronics dictionary, studying machines, and many
others. Additionally they synthetic landline and cordless phones at that time. It has blue ray disc
players, headphones and headphone amplifiers that come under the Oppo digital division. While
with regards to Smartphone’s, it has three manufacturers Oppo, Vivo and One Plus that serves as
phone manufacturer.

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1.9 VALUES
“Benfen” is a Chinese word that loosely translates as 'integrity'. It serves as a moral guide for
Vivo employees in their day-to-day actions. Every decision is bound by the duty to do the right
thing, to be honest with and respectful to customers as well as business partners and all third
parties. “BENFEN”- That’s the only term when Vivo thinks about their values. Basically,
BENFEN means always doing the right thing in the right way, valuing the cooperation without
taking advantage of others. BENFEN means more than just integrity. Even in the absence of
promises, the right thing will naturally be done.

Vivo considers zero tolerance policy for corruption, attacking other competitors and doing other
part-time jobs. Vivo believes that attacking competitors will not make their own brand better, but
instead will confuse and worsen the consumer’s trust for the technology world.

1.10 Vision & Mission

“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 & better quality that a Chinese brand can offer.

“To allow extra-ordinary people enjoy perfect technology”-This is the mission of Vivo. Vivo
believes in random and regular innovation. They need their customers to get to experience of
wonderful taste, wonderful pursuit and ideal dedication. They make sure that every product
needs to be of extraordinary and be a style of art.

1.11 Brand Mission & Positioning

“Handing over a satisfying experience through meticulous layout & smart technology”. Vivo
follows a variant strategy for branding their products to their consumer target group. They hold a
strong brand guideline and try to maintain a good image. They also follow a no discount policy
within the marketplace for their product sales.

From the brand positioning factor of view, Vivo strictly sticks to 4 factors in showcasing their
product. Those are:

• Trend Setting: The affection for beauty drives them hugely. Their desire is to create beautiful
products both inside and outside. The products are stylish, with modern-day designs and usually
try to live a step in advance from their competitor.

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• Young at Heart: They are tried to maintain a youthful outlook through being curious, vibrant,
free & open.

• Meticulous: They act like developing a masterpiece while designing their products. It’s not
about the look only, but how the product will feel is equally important.

• Progressive: Vivo believes that innovation isn't always only approximately the next game
changing breakthrough; as an alternative it is about smartly applying the proper technology with
purpose.

1.12 Marketing
In October 2015, Vivo became the name sponsor of the Indian Premier League (IPL) under a
two-year deal starting in the 2016 season. In July 2017, the deal turned into extended until 2022.
However, in response to the 2020 border skirmishes between India and China, the Board of
Control for Cricket in India (BCCI) became criticized in India for allowing a Chinese language
company to be the identify sponsor of the league. Vivo and BCCI mutually agreed to suspend the
deal for the 2020 season, with a clause to resume it next season.

In June 2018, vivo reached a sponsorship deal with IPL to end up the reliable phone logo of the
2018 and 2022 IPL Cricket. The Company additionally signed a deal with UEFA as an official
partner of the UEFA Euro 2020 and UEFA Euro 2024, and became a title sponsor of India's Pro
Kabaddi.

Vivo has a sponsorship deal with the NBA in China, with Golden State Warriors player Stephen
Curry. He endorses the brand in China and the Philippines.

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Introduction to the Study

2.1 Why Vivo was selected for Internship

The cell phone or mobile phone industry has entered the technology of smart phones; consumers
now have quite unique views and demands of mobile devices. To acquire the above goal I have
not limited my take a look at to simply advertising strategies of vivo smart phones. That allows
you to look at approximately the Smartphone enterprise in Bangladesh, and to understand the
scope that advertising and marketing of vivo has on this commercial enterprise, I have extended
my internship to do an in depth look at of Smartphone market place of the competitors of vivo.
Via a comparative look at between the competitors and vivo Smartphone I could arrive to a
conclusion of the scope of marketing of Vivo

To recognize marketing approach of Vivo Company.

To understand 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

2.2 Vivo as a Brand

A brand is “The intangible sum of a product's attributes: its name, packaging, and price, its
history, its reputation, and the way it's advertised” (David Ogilvy, Author of on Advertising).

A brand is a name, term, design, symbol or any other feature that identifies one seller's good or
service as distinct from those of other sellers. Brands are used in business, marketing,
and advertising for recognition and, importantly, to create and store value as brand equity for the
object identified, to the benefit of the brand's customers, its owners and shareholders. Name
brands are sometimes distinguished from generic or store brands (Wikipedia).

A brand is a name given to a product and/or service such that it takes on an identity by itself.

Who we are, and something we stand for is a definitely critical factor in the modern world. It is
the name that in reality represents us within the global platform. And when that name stands for
something, for a better, we name that as a “BRAND”.

A brand is the call that differentiates one from others. It is a form of symbol or signal meant to
become aware of it for the products and services. With the fast development & advancement in
technology, Smartphone’s have grown to be a day by day need. Because of which, many

8
Smartphone manufacturers are emerging inside the enterprise to extend their commercial
enterprise. But it's far becoming very tough to sustain inside the marketplace for a longer length.
It is the top class brands, who could be making their positions in the customer minds with their
brand names. For this purpose, measuring the brand attention is mandatory for them. This could
now not best help them to get a concept of their competitors within the marketplace but may also
assist them to recognize their flaws and rectify them in time.

Vivo being a worldwide Smartphone brand has extended their commercial enterprise within the
worldwide. They have started out their business operations in Bangladesh from the December
2017. It’s almost four years passed. In the meanwhile, extra variety of brands has entered this
Smartphone industry and trying to make their position.

As I am working here for doing an internship at the recognition and recognition among the
customer for Vivo in Bangladesh that could be very fruitful in understanding the current state of
affairs.

2.3 Objectives
Below the line advertising is the capability to tailor their messaging in extra personal
manner to audience.
It's a targeted approach.
To reach consumers directly through alternative forms of marketing
Encouraging purchase of large-sized units, building trial among non-users
Attracting switchers far from competitors brands
Short-run sales impact as well as long-run brand fairness outcomes
Encouraging off-season buying
Encouraging stocking of related items
Offsetting competitive promotions
Building brand loyalty
Support of a brand new product or model
Encouraging greater prospecting

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3. Vivo Strategic Plan for Bangladesh

Product Strategy

Vivo is a top Smartphone and customer electronics brand. Vivo goals at presenting exceptional
products and superior services in its marketing mix to its customers. Vivo positions itself as a
perfect selfie Smartphone and thereby appeals to the youth. They attention on introducing
products which have a professional audio system, extremely good look and provide fast and
smooth user experience. The vivo brand believes in adopting innovative and innovative
technology to supply new products. In the year 2012, , it introduced the X1 that is the first
Smartphone to comprise a Hi-Fi chip which gives an unparalleled audio experience. This feature
has been included in all their Smartphone’s ever since. It has entered the Bangladeshi
marketplace inside the December, 2017. Vivo is ranked a few of the top 5 Smartphone makers in
the world. In 2020, Vivo partnered with Zeiss to develop new technological advancements in
mobile imaging. Greater than one hundred thirty million Smartphone’s are bought by using the
brand each year.

Pricing Strategy of Vivo

Vivo gives excessive exceptional Smartphone’s at cheap competitive prices. Vivo as a brand
realizes some of its markets are fee sensitive market on the subject of the sale of Smartphone’s
and it's far crucial to be present within the proper charge band to have the benefit of gaining a
healthy marketplace proportion. As a result, Vivo has made its products to be had not simplest in
all of the rate bands, however also in the bands that have the most contribution in the direction of
the general sales. In spite of this, the products of the brand are priced a bit higher in comparison
to comparable products presented with the aid of different competing manufacturers. More often
than not aggressive pricing strategy is utilized in its marketing mix. The excessive prices of Vivo
products is due to the range of functions the phone offers, the look and layout of the piece, the
battery life, the digital camera first-class performance and the audio and video satisfactory as
properly. However, a massive quantity of clients is convinced to shop for Vivo products no
matter of the high expenses because of the wonderful after income carrier that the brand gives.
However many clients are also of the view that vivo needs to boom its cost for cash for its
shoppers through improving specifications in some charge segments, especially the low-price
bands to in addition improve its ranking within the Bangladeshi market.

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Promotion & Advertising Strategy of Vivo

Vivo could be very proactive on the subject of advertising and promoting its brand. Vivo
embraces a 360 degree marketing approach and promotes its products via diverse traditional and
traditional media, Television classified ads, social media, celebrity endorsements and on-ground
sports. It focuses specifically on its on-ground sports which it considers as its most powerful
benefit in china as well as in India. It also specializes in out of domestic advertising to a great
volume. Vivo has been actively sponsoring occasions like FIFA World Cup, IPL Cricket and
other massive sporting activities world over. The brand has also roped in numerous celebrities as
their brand ambassadors, who star in their commercial and talks about the new vivo phones.

Place & Distribution Strategy of Vivo:

After being registered in the year 2009, Vivo has been registered in over one hundred nations
around the world. It has internationally increased within the Thailand, Indonesia, Vietnam,
Malaysia, Myanmar, the Philippines, India and Bangladesh. Bangladesh is considered one of the
largest markets for Vivo aside from china and it is expected to surpass china inside the near
future. In 2017, beside with Bangladesh, Vivo was additionally launched in Pakistan and is now
the fastest growing Smartphone brand in the country. Vivo sells its product through on-line and
well as offline mediums. They promote their products offline with the assist of diverse sellers,
wholesalers and retailers which might be spread across diverse countries. The Vivo brand has
adopted a competitive offline method as it believes that the customers need to get their hands on
the tool and experience how it feels before shopping it. Their recognition is to make the product
to be had in each electronics outlet and mega shop, so that the customer can experience the
phone before purchasing it.

Vivo believes that the offline medium of selling their product is greater effective in comparison
to the web medium as there's no risk of unknown seller, product being exceptional from
expectations and security threat.

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External and Internal Analysis of Vivo
4.1 PESTLE Analysis of Vivo

Political factors

The political elements are of the time no longer very much influential inside the manner of the
development of the groups like Vivo. The company is away from the political situation of the
country is operating. However, in recent times there are positive things like the peace of the
nation and the political instability which laid direct effect on the company. A country with
political instability becomes a war prone location and the sale of the white good items became
low. It can be analyzed from the instance that the current conflicts in Korea have substantially
affected the company as a whole.

Economic Factors

This is one of the very important dimensions for the company like Vivo. The more the states will
increase the higher are the chances of the company to amplify and open its new items inside the
newly evolved zones. The good GDP of the country manner that the humans has more profits
and may be more at risk of buying the cutting-edge items produced by means of the company.
On this manner, the overall income of the company will be expanded and the company will
always be in a position to extend globally. Moreover, the general economic disaster the world
has been facing nowadays has also a direct effect on the company like Vivo. The global
uncertainty has made the company to alternate its strategies now and again.

Social Factors

People in 21st century have growing amount of disposable earnings with them, which is good for
Vivo. Besides in instances of recession humans are in susceptible monetary circumstance
however except that the profits strength of public had elevated. The desire to shop for extra more
advanced home equipment is made viable with ease to take a loan for the same. They see
expensive brands and their products as a signal of social repute and they're in no compromising
function to let their status come down. The educational level of people in 21st century is elevated
surprisingly. The benefit with which they are able to engage with smart devices which includes
Smartphone’s like Vivo is incredible. The socio-cultural factors also impact the advertising
method of the company. The advertising which can be accomplished on television is visible
encouraging by means of public because they see their favorite celebrity in it. Demographic
division of people beings primarily based on age, sex ought to also have an effect on a

12
marketplace area. More youthful ones are greater interested in technology. Economic class of
people must be studied properly earlier than launching a premium product in that market.

Technological Factors:

Phones section has seen most incredible change in technology. Technology is ever changing and
as a consequence the brand Vivo has to additionally adopt the identical in its products to be in
active inside the competitive marketplace. No adhering to the development technological
adjustments and failure to recognize new needs off patron in market may also result in shut down
of busies. One such example is Nokia. They couldn’t cope up with the changing phone and
operating system changes and it went out of competition with new players serving the brand new
needs of public marketplace area. Vivo has been advancing technically. It does deliver regular
new capabilities to the marketplace. One of the examples being the pop out selfie camera.

Legal Factors

For the worldwide company like Vivo which has many competitors like apple. Vivo has to be
very an awful lot vigilant approximately the legal issues like copy and other pirated problems.
Apple has typically blamed Vivo for copying their design and features. On this angle, Vivo has
to stand many penalties. Aside from this oftentimes, Vivo has been accused of now not paying
much to its employees compared to its competitors. The employees working in Vivo often leaves
and joins the competitor companies, which maximizes the risks of leakage of innovative ideas.
Vivo should chalk out some legal bindings in this attitude. Furthermore, Vivo have to constantly
abide by the legal issues of the domain in order to increase the customers and to maintain a
positive image in the market in order to continually assist in gaining the trust of the customer.

Environmental Factors

With the rise of globalization, people have turn out to be increasingly more moral and ethics
orientated. The customers usually expect from their preferred brand to be socially responsible.
They constantly need from their brand to play a vital role in the betterment of the society as a
whole. The working conditions of the company have to also be suitable enough to draw the high-
quality of the individuals to be a part of the Vivo family. The external, in addition to internal
factors are the most important elements inside the success of the company. They certainly define
the agenda the company has to follow to keep away from the failure.

13
4.2 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 maintaining
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.

Vivo has been associating with large sporting events like the FIFA World Cup, IPL
Cricket and many others.

Vivo is seen as an progressive brand and has continuously invested in R&D

It become one of the first to release a Smartphone with Hi-FI Chip

Vivo has stores in numerous international shops and a good presence of all main
ecommerce platforms.

Its present in numerous foreign markets.

Vivo yearly ships more than a hundred thirty million units.

Vivo has product facilities in china, Indonesia India, Bangladesh etc.

Weakness

Severe opposition and regular need for innovation approach confined marketplace
proportion increase

Vivo is seen similar to different brands with confined differentiation and consequently
high brand switching

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Opportunity

Vivo can come up with high end Smartphone’s which competes directly with likes of
Apple, Samsung

Vivo needs to work on tweaking its image and targeting to more customers who does not
focus only on cost.

It has massive untapped markets in Asia, 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.

15
5. Marketing Mix Strategy

Product:

Vivo is a leading Smartphone and consumer electronics brand. Vivo targets at offering high-
quality product and advanced services in its marketing blend to its clients. Vivo positions itself
as a perfect selfies Smartphone and thereby appeals to the youth. They attention on introducing
products which have a professional audio system, great appearance and provide 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 that is the first Smartphone to
include a Hi-Fi chip which 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.

The basic components of product

Services
Packaging
Brand
Product Item and Product line

16
Price:

Vivo offers high quality Smartphone at low-priced competitive costs. Vivo as a brand realizes
some of its markets are price sensitive market when it comes to the sale of Smartphone and it's
far essential to be present inside the right rate band to have the advantage of gaining a healthy
market share. Hence, Vivo has made its products available not only in all of the price bands, but
also within the bands which have the maximum contribution towards the overall sales. Despite
this, the products of the brand are priced a little bit higher compared to similar products offered
by other competing brands. In general competitive pricing strategy is used in its marketing mix.
The high price of Vivo products is due to the number of features the Smartphone offers, the look
and design of the piece, the battery life, the camera quality, overall performance and the audio
and video quality as nicely. But, a large number of customers are convinced to buy Vivo
products even with the high charges due to the amazing after sales service that the brand offers.
However many customers are also of the view that Vivo needs to increase its value for money
for its buyers through improving specifications in some price segments, especially the low-rate
bands to further improve its ranking in the Bangladeshi market.

The basic components of price:

Organizational targets
Competition
Cost & profit
Discount facilities.
Fixed and variable cost
Pricing options
Pricing policies
Proposed positioning techniques
Target group and willingness to pay

Place:

After being registered within the year 2009, Vivo has been registered in over a hundred countries
around the world. It has internationally expanded inside the Thailand, Indonesia, Vietnam,
Malaysia, Myanmar, the Philippines, India and Bangladesh. Bangladesh is one of the most
important markets for Vivo aside from china and it's miles expected to surpass china inside the
close to destiny. Beside Bangladesh, in the same year 2017, Vivo was also launched in Pakistan
and is now the fastest growing smart phone brand in the country. Vivo sells its products through
online and well as offline mediums. They promote their products offline with the help of various
distributors, wholesalers and retailers which might be spread across various countries. The vivo
brand has adopted a competitive offline strategy because it believes that the customers need to

17
get their hands at the device and experience how it feels before purchasing it. Their focus is to
make the product available in every electronics outlet and mega store, in order that the customer
can experience the phone before purchasing it. Vivo believes that the offline medium of selling
their product is more effective in comparison to the online medium as there's no risk of unknown
sellers, product being extraordinary from expectancies and safety threat.

Promotion:

Vivo is very proactive when it comes to advertising and promoting its brand. Vivo embraces a
360 diploma marketing strategy and promotes its products through various conventional and
traditional mediums like ATL, BTL, print media, television commercials, social media, movie
celebrity endorsements and on-ground activities. It focuses mainly on its on-ground activities
which it considers as its strongest advantage in china as well as in Bangladesh. It additionally
specializes in out of home advertising to an amazing volume. In 2016, in India, Vivo allocated
200 crore rupee for promoting their brand during the Indian Premier League (IPL) season 9. The
brand has also roped in Ranveer Singh as their Brand Ambassador, who stars of their commercial
and talks about the brand new Vivo V3 and its affiliation with IPL. Now in India Vivo’s Brand
Ambassador is Virat Kohli and Bidya Sinha Mim is a Bangladeshi Brand Ambassador of Vivo.

I. 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.

18
 II. 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 within the entire advertising and marketing effort being
finished with the aid of company. Those promotional activities generate more sales in addition to
good image of the product in the mind of the customer. The promotional equipment used by
company for its promotional activities are

a. Point of sale display

b. Incentives to retailers
c. Advertising

a. Point of Sale Display

There are numerous ways to talk with customers at the point of sale. In store advertising and
marketing consists of shopping carts, cart straps, aisles and shelves. The attraction of the point of
sale advertising lies in the fact that many categories customer make the majority in their very last
choice regarding purchase in the shop.

This is particularly true for those brands which have very low customer loyalty. Smartphone is
one such product in which maximum of the time buying decision is made at the spur of the
moment primarily based at the brand that's simply available and catches the eye of the customer.
For this reason company invest closely on this category through imparting the store proprietors
with stands on the way to hold the bottles outdoor on the ones stands in order that clients have an
eye fixed touch with them as he/she is getting into the shop.

b. Incentive to retailers

Some other approach of sale promotion being used by companies by using special incentive
schemes for retailers. This type of promotional strategy is conducted specifically at some stage in
the peak season.

19
 c. 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)

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6.1 Product Range
Vivo products are taken into consideration to be of premium quality. The product offers also are
of top class variety. Psychological pricing or peculiar pricing is the approach observed by way of
Vivo. In Bangladesh, presently they may be supplying 8 products of various levels that begin
from BDT 9,990 as much as BDT 72,990. All of these products are Smartphone’s, as they don’t
focus or manufacture low priced Smartphone’s or bar phones.

“In January 2018, Smartphone Company once again introduced the first In-Display Fingerprint
sensor at a time when the industry standard was having a fingerprint sensor either at the rear of
the device or on the home button – surprisingly, over one year after the release of the technology,
some brands couldn’t still deliver it to end users.

Vivo has gradually carved a niche for itself and become one of the top Smartphone brands in the
nation with launching a number of innovative and feature-rich variants of Smartphone’s in
different series – X, Y, V designed to fit the Bangladeshi youth's evolving lifestyle needs and
preferences.

21
Specifications of Vivo X70 Pro 5G
Price 72,990
OS Funtouch OS 12 (based on
Android 11)
Network 2G GSM, 3G WCDMA
4G FDD_LTE
4G TDD_LTE
5G
CPU MediaTek Dimensity 1200-
vivo
RAM 12 GB
ROM 256 GB
Display Screen
6.56
Resolution 2376*1080 (FHD+)
Type
AMOLED
Capacitive multi-touch
Camera Camera
Front 32MP
Rear
50MP+12MP+12MP+8MP
Battery 4450mAh (TYP)

Specifications of Vivo V23 5G

Price 39,990 BDT
OS Funtouch OS 12
Network 2G GSM, 3G WCDMA
4G FDD_LTE
4G TDD_LTE
5G
CPU MediaTek Dimensity 920
RAM 8 – 12 GB
ROM 128 - 256 GB
Display 6.44-inch
Resolution 2400×1080 (FHD+)
AMOLED
Capacitive multi-touch

Camera Front 50MP AF + 8MP wide-

angle/Rear 64MP AF + 8MP
wide-angle + 2MP macro
Battery 4200mAh (TYP

22
Specifications of Vivo V20
Price 27,990 BDT
OS Funtouch OS 11 (Based on
Android 11)
Network 2G GSM, 3G WCDMA
4G FDD_LTE, 4G TDD_LTE

CPU Qualcomm Snapdragon720G

RAM 8GB
ROM 128GB
Display 6.44-inch
Resolution 2400×1080 (FHD+)
AMOLED
Capacitive multi-touch
Camera Front 44MP AF/Rear 64MP
AF+8MP AF (Wide-
Angle/Macro/Bokeh)+2MP(Mono)
Battery 4000mAh (TYP)

Specifications of Vivo X60 Pro 5G

Price 69,990 BDT
OS Funtouch OS 11.1 (based
on Android 11)
Network 2G GSM, 3G WCDMA
4G FDD_LTE, 4G TDD_LTE

CPU Qualcomm Snapdragon

870
RAM 12GB
ROM 256GB
Display 6.56-inch
Resolution 2376*1080 (FHD+)
AMOLED
Capacitive multi-touch
screen
Camera Front camera 32MP / Rear
camera
48MP+13MP+13MP
Front camera f/2.45
(32MP), rear camera f/1.48
(48MP) + f/2.2 (13MP) +
f/2.46 (13MP)
Battery 4200mAh (TYP)

23
Specifications of Vivo V21
Price 32,990 BDT
OS Funtouch OS 11.1
Network 2G GSM, 3G WCDMA
4G FDD_LTE, 4G TDD_LTE

CPU MTK Dimensity 800U

RAM 8GB
ROM 128GB
Display 6.44-inch
Resolution 2404×1080 (FHD+)
AMOLED
Capacitive multi-touch

Camera Front 44MP OIS AF / Rear

64MP OIS AF+ 8MP (wide-
angle) +2MP (macro)
Battery 4000 mAh (typical value)

Specifications of Vivo V20 SE

Price 22,990 BDT

OS Funtouch OS 11 (Based on
Android 10)
Network 2G GSM
3G WCDMA
4G FDD_LTE
4G TDD_LTE

CPU Qualcomm® Snapdragon™

665
RAM 8GB
ROM 128GB
Display 6.44-inch
Resolution 2400×1080 (FHD+)
AMOLED
Capacitive multi-touch

Camera Front 32MP FF / Rear 48MP

AF + 8MP AF (wide-
angle/macro) + 2MP FF
(bokeh)
Battery 4000 mAh (typical value)

24
Specifications of Vivo Y1s
Price 9,990 BDT
OS Funtouch OS_10.5（based
on Android 10）
Network 2G GSM
3G WCDMA
4G FDD_LTE
4G TDD_LTE
CPU MT6765
RAM 2GB
ROM 32GB
Display 6.22-inch
Resolution 1520×720 (HD+)
Full-incell
Capacitive multi-touch
Camera Front 5MP, Rear 13MP
Aperture
Front f/1.8, Rear f/2.2)
Battery 4030mAh (TYP)

Specifications of Vivo Y50

Price 19,990 BDT
OS Funtouch OS 10）
Network 2G GSM
3G WCDMA
4G FDD_LTE
4G TDD_LTE

CPU SDM665
RAM 8GB
ROM 128GB
Display 6.53-inch
Resolution 2340 × 1080 (FHD+)
LCD
Capacitive multi-touch

Camera Front 5MP, Rear 13MP

Aperture
Front f/1.8, Rear f/2.2)
Battery 5000mAh (TYP)

25
6.2 Now Leading model of Vivo V23 5G

The display features an AMOLED 6.44 inches screen that comes with a 409 PPI density.
The Smartphone is powered by a MediaTek dimensity 920 5G Octa-core processor. It is
packed with 8 GB and 12 GB RAM with 128 GB and 256 GB internal storage options.

The Smartphone runs on the Android 12 + ColorOS 12 operating system. The device
features a triple camera on the rear side that consists of 64 MP (wide) + 8 MP (ultrawide)
+ 2 MP (macro) while on the front there is a dual camera: 50 MP (wide) + 8 MP
(ultrawide)

The device is fueled with a non-removable Li-Po 4200 mAh battery + Fast charging
44W, 1-68% in 30 min (advertised) that comes in two color options: Sunshine Gold,
Stardust Black.

Vivo V23 5G features GPS with A-GPS, GLONASS, BDS, GALILEO, QZSS, NavIC.
The sensors include Fingerprint (under display, optical), accelerometer, gyro, proximity,
compass + Color changing back panel when exposed to sunlight. The dimension of the
device is 159.5 x 73.3 x 7.4 mm and it weighs 171 grams.

With the all-new AI Face Access technology, the V23 scans your facial features and
unlocks instantaneously upon activation. It also identifies unauthorized access attempts

26
by detecting light-reflected surfaces and subtle facial movements, helping prevent phone
unlocking through use of photos or video.
There’s also the Face Access for App-Lock which offers more privacy and protection for
apps by only permitting access through facial recognition.

In Game Mode, you can block all messages, calls and alerts from disturbing you while
gaming. Alternately, you can set it up to display phone calls from designated contacts
only. You can then choose to answer, reject or ignore calls by swiping up while playing.
It’s your game, designed to be played your way

The new picture-in-picture for games feature means you can open a messaging app
without stopping your game. While in game, just slide down with three fingers to split the
screen in two. It’s the best way to stay connected with friends and family, without
missing a moment of the action.

Worried about the keyboard blocking your view when chatting and playing real-time
games? The V23 has you covered, with a compact, specially designed gaming keyboard
that only takes up a small part of the screen.

27
6.3 Promotion Activity
We work also on the promotion activity. In promotion activity the main purpose to attract the
new customer and give the awareness of the brand. We enjoy in this activity.

28
6.4 Market Inception
After the improvement the market we work on the market inception. In inception we test the
market how an awful lot distributer have the stock of Vivo. Are they promote the Vivo phone or
not. It’s too much difficult work for me because I am fresher in the old market. During the
inception, face the many problems.

29
6.5 Competitors
The major competitors of Vivo Smartphone are Samsung, Realme, Xiaomi, Oppo, and Huawei.

6.6 Market Development

After the some days of learning we start the work on market development. We visited the many
mobile market of the Bogura area like Bogura Sadar, Shajahanpur, Sherpur, Dhunot, Kahalu,
Nandigram and so others.During the market development achieve the targets and gets the
rewards in shape of cash.

6.7 Feedback System

After the marketplace inception the last most enjoy in complete activity is getting the feedback
of different customer and different people in different mobile market.

6.8 Warranty and Claim

15 days Counter Claim (Major Issue)
Hardware warranty one year
Software life time
Accessories six month
Worldwide warranty (16 Countries )

30
7.1 Detail of Internship

The organization I selected is most favorable the society its gives better pleasant of mobiles and
new technology. Vivo is considered one of the biggest store/shops in Bogura. Vivo is a young
and dynamic company, full of enthusiasm and determination to gain the imaginative and
prescient of becoming the ‘most desired brand in mobiles. Vivo Company looks forward to a
strong and mutual business relationship with other company. They trust in making good quality
product at the right time, at the right quantity and at the right price. They are completely dealing
in mobiles in various models across Bangladesh.
.

7.2 Designation

My skills related I was chosen the marketing in Vivo mobiles. From which I able to sale the
mobile phone. Vivo is the company where all people meet with each other such that Vivo gives
you better quality of product to the customers.
I was working under the promoter where my promoter gives to me work such as handling the
customers.
Sometimes I have to go for field visit in some places to promote the mobiles and I have to handle
the data of each customers.

7.3 Department

There has been not any separate department to me.

I worked under the promoter so I do not have any separate department.

Sometimes I used to be handling all works there as handling of customer data and
information.

There was a brand promoter teach to me how to sell the product to customer because my
topic is associated with marketing strategy of Vivo. I worked in the marketing
department.

31
7.4 Work & Responsibility

In Vivo store there was too many works I have to handle there was several work in Vivo
shop.

I have too many works because there was no any department in the promoter under.

I have to weekly 3 times to field visit to various location.

Sometimes there was handle the data of daily customers data visited by me what there
feedback of customers.

7.5 Problems Faced During Internship

It is going without announcing that one does well in any field due to the fact they expect
reputation. As an intern, you might be doing very good but still, find yourself in a role
where your part is hardly appreciated. That could certainly be quite discouraging.

How much you learn from your internships depend largely on your mentor. If your
mentor takes you seriously and helps you to learn, your internship can be truly
productive.
But on the contrary, if they are uncooperative, it can be one of the greatest internship
challenges for you to face.

Communication is one of those internship challenges that could actually hindered my

internship time.

7.6 Working Hour

I used to go for internship by 10am to 5pm.Until 2pm I used to work, then I am getting a
break for refreshment .In that wreck time (1 hour) I be relaxed. I used to have tea and
some snacks.

After that, by means of 3pm, I again get back to my work. In between hour till 5pm, my
guide used to educate me and percentage me his knowledge. My working hours were like
knowledge gaining. I used to clear my doubts with my mentor about daily experience.

32
8.1 Experience

It's been excellent to work in Vivo shop because it help me to enhance my skill towards the
marketing and selling while working with the brand promoter I learn many more about the
organization.

After working in Vivo shop I have come to realize about the objective of the vivo company and
about the service that's provide through the Vivo company to customer.

It's great to be a part of the Vivo Company as it improves the standard of the customers.

8.2 Learned From My Work

Internship at Vivo was my first experience. I learn about lot of new things in Vivo shop. Initially,
I got to know about the variety of Vivo mobiles. Then deeply, I learned about their features,
RAM, ROM, camera megapixel, etc. After gaining the each mobile detail, I started knowing
their prices. I also learned about the accessories which has been provided with the new hand held
phones, headphones, phone charger etc. My guide was to explain me and help me to learn these
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 satisfies.
I have all of the theoretical knowledge in marketing but don’t realize how this can be
implemented, practically in the field, but after working in Vivo Smartphone, I had learned all
those matters, such as

How branding might be performed?

How promotional activities will be executed?
How all of the events will be done?
How to interact with different customers?
How to push the customers to buy our product?
How to maintain a group?

33
8.3 Suggestion & Recommendation

Need to launch more mobile phones in between 10000 to 25000.

Need to do better TV advertisement to attract customers.
It’s time to target online market which can generate more and more customers.
There should be enough stocks provided to the entire outlet as in step with the customer
requirement.
The distribution channel has to be improved.
There have to be more promotional activities done in the public place.
The ad campaign should be made with the Brand Ambassadors.
New ideas must 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.

34
9. CONCLUSION

Vivo is a Chinese brand which came to Bangladesh in the year 2017 December. Vivo began its
monumental journey in Bangladesh from introducing the V7+ from the iconic V series. It is new
to the Bangladeshi market and has tuff competition with other competitors. So in this form of
competition no company can rely on single marketing form. Due to the fact BTL is effective than
ATL so Vivo need to rethink its marketing strategy with higher advertising money going for
BTL. Setting up of canopies at industrial or commercial places, market place and mall will
certainly show top notch effects. We can’t afford to avoid the significance of ATL activities;
they'll not be as effective but provide information to a larger population for creating brand
awareness. As we've already seen, brand awareness has a widespread association with customer
base. Print media provided a very poor show and vivo have to rethink its plans of pouring in any
significant amount of money on this media. Rather that, money should wisely be used to set-up
number of Hoardings and Banners. Vivo is a china based Smartphone company, but it provides
better quality product with compare to other China based Smartphone’s. Vivo Smartphone is
popular for its Hi-Fi features and Funtouch OS.

35
10. References

https://www.vivo.com/bd/about-vivo/culture

https://www.vivo.com/bd/about-vivo

https://www.vivo.com/bd

https://en.wikipedia.org/wiki/Vivo_(technology_company)

https://en.wikipedia.org/wiki/Brand

https://economictimes.indiatimes.com/definition/brands

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