A PROJECT REPORT

ON

“OPPO VS VIVO MARKETING STRATEGY”

Submitted To:

IK GUJRAL PUNJAB TECHNICAL UNIVERSITY

KAPURTHALA

In partial fulfillment of the requirement award of degree of

Master of Business Administration (MBA)

SUBMITTED BY:- SUBMITTED TO:-

Rishab Mehra Dr. Isha Mehra

DEPARTMENT OF MANAGEMENT

SWAMI SATYANAND COLLEGE OF MANAGEMENT & TECHNOLOGY

AMRITSAR

(Batch 2020-22)

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 DECLARATION BY STUDENT

I Rishab Mehra hereby declare that the Project titled “Oppo Vs Vivo Marketing Strategy”
is an Original piece of work. It has been submitted in partial fulfillment for the Award of the
Master of Business Administration.

Date:

Place Student signature

2
 ACKNOWLEDGEMENT

This project has been an honest and dedicated attempt to make the analysis on marketing
material as authentic as it could. And I earnestly hope that it provides useful and workable
information and knowledge to any person reading it.

During this period, I had the pleasure of working closely with accomplished organization
people who shared with me their experience and helped me in completion of my research.

I express my sincere thanks to my project guides and my institute faculty for guiding me.

Lastly I am grateful to my parents who have been my mentors and motivators. I am also
thankful to all my batch mate who have been directly or indirectly involved in successful
completion of this project.

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 INDEX

Sr.No Contents Page No

1. Industry Overview 5-6

2. Company Profile: Oppo & Vivo 7-11

4. Review of Literature 12

5. Research of Methodology 13-20

 Definition of R.M
 Objective of Study
 Research Design
 Limitation of Study

6. Marketing Strategies Opted By Oppo & vivo: 21-24

7. Oppo Vs Vivo Company 25-27

12. Data Analysis And Interpretation 28-44

15. Finding 45

16. Suggestions And Recommendations 46

17. Conclusion 47

18. Reference 48

18. Bibliography 49-50

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 INTRODUCTION

OPPO is a global electronics and technology service provider. It delivers the

latest and the most delicate mobile electronic devices for their user. OPPO is
here for those that expect more from their smartphone than a run-of-the-mill
experience.

OPPO is relentless in the pursuit of the latest technology and the highest
standards of hardware quality. OPPO is try to deliver the best experience to user
as possible. The beautiful products-inside and out, everything is considered just
created for the user. From the tactile qualities to the aesthetic aspects of each
device – every angle, every color, every piece is meticulously crafted product
for their user .

From the start, OPPO‘s products have pushed boundaries.Since its founding in
2004, OPPO has consistently strived to deliver users this ideology across the
globe. Having successfully entered into the mobile phone market in 2008.
OPPO began looking at expansion into international markets in 2010 and
opened its first overseas business in April of 2010 in Thailand.Today, OPPO is
presenting in 21 markets worldwide.
OPPO is wholeheartedly inspired by its customers. Based on the customers‘
feedback on both the hardware and software user experience, OPPO has
adopted a strategy of rapid release for smartphone development, firmware
updates as well as expand to reach and service their customers across the world.

OPPO designs, develops, manufactures, markets and sells its products is full
control over with the entire supply chain. From the factories to the hands of
customers, all is only using the highest quality components. This ensures OPPO

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can design in mind and ensure that only the best possible quality products to the
customers. OPPO is the first choice for every user.

While Vivo is one of the smaller Chinese phone brands that releases its phones
in the West, it's put out a few impressive Android phones, so we're expecting
big things from the company in the future. The company also has a presence in
a few non-Eurasian countries – namely Colombia, Chile and Australia.

Alongside Realme, Oppo and OnePlus, Vivo is affiliated with tech

conglomerate BBK Electronics, although the exact relationship between BBK‘s
brands has always been unclear.

In a statement, Vivo told TechRadar 'vivo is an independent company and does

not belong to any parent company. We invest in our own R&D and product
development resources, and do not share with any brand in both the software
and hardware development.'

'In 2001, the three BBK business divisions parted to fully separate business
entities/companies. BBK Communications became vivo'.

Vivo‘s flagship line of smartphones is the X range, with mobiles like the Vivo
X60. These phones feature top-end specs, but typically at mid-range prices.
They often come with camera innovations such as a physical gimbal sensor on
the main camera, for improved optical image stabilization.
In addition, Vivo has its Y-series of devices, such as the Y70 and Y20s. In
general, these are dependable, low-cost devices. Higher numbers correlate to
better specs and higher prices.
There's also the S- and V- line, which Vivo has been selling in China for just as
long, but introduced in regions like Europe a little later. These, again, are mid-
range or budget devices - there's actually little that differentiates the Y, S and V
in terms of market placement.

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 INDUSTRY OVERVIEW:

India registered 109.1 million units of smart phone shipments with a marginal
5.2 per cent annual growth in 2016, market research firm International Data
Corporation (IDC) said. Chinese players led the pack.

In the fourth quarter of 2016, Smartphone shipments clocked 25.8 million units
- registering similar volumes as that of 2015 but declining sharply by 20.3 per
cent over the previous quarter.

This was mainly due to a seasonal decline after an all-time high festival quarter
and demonetisation in November, which led to relatively lower consumer sales
in November and December.

―Feature phone to smart phone migration has slowed down as prices of smart
phones are still quite high for a feature phone user,‖ said Karthik J, Senior
Market Analyst, Client Devices, and IDC.

The share of China-based vendors touched a whopping 46 per cent in the fourth
quarter of 2016. Their shipments doubled over the same period last year while
the share of homegrown vendors slipped to 19 per cent.

Samsung continued to lead the smartphone market with 25.1 per cent share
despite a 13.1 per cent sequential decline in the fourth quarter of 2016. But
Samsung‘s annual shipments grew 3.2 per cent in 2016, driven majorly by the J-
series.

Xiomi climbed up to second spot with 10.7 per cent share against 3.3 per cent
share in the same period last year. Year-on-year shipments grew threefold while
sequential growth was 15.3 per cent.

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Lenovo (including Motorola) slipped to third place as shipments declined 17.4
per cent sequentially in the fourth quarter of 2016 and 14.5 per cent over same
quarter of previous year, the report noted.

Oppo made it to the top five lists with 8.6 per cent share.

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 COMPANY PROFILE:

OPPO:

OPPO is a camera phone brand enjoyed by young people around the world. For
the last 10 years, OPPO has been focusing on manufacturing camera phones,
while innovating mobile photography technology breakthroughs. OPPO started
the era of Selfie beautification, and was the first brand to launch smart phones
with 5MP and 16MP front cameras. OPPO was also the first brand to introduce
the motorized rotating camera, the Ultra HD feature and the 5x Dual Camera
Zoom technology. OPPO's Selfie Expert F series launched in 2016 drove a
Selfie trend in the smartphone industry. In 2016, OPPO was ranked as the
number 4 smartphone brand globally, according to IDC. And today, OPPO
provides excellent smartphone photography experience to over 100 million
young people around the world. Oppo entered the mobile phone market in 2008
and launched its first feature phone. Later on in 2011 Oppo launched its first
ever smartphone named ‗Find me‘. And the latest one under the brand name of
Oppo is the Oppo f3 plus. All the mobile phone devices under Oppo brand
name are:

 In 2008- the first feature phone.

 In 2011- the first smartphone named ‗find me‘
 In 2012- Oppo launched 2 smart phones- finder, find 3
 In 2012- Oppo launched find 5, N1, ColorOS
 In 2014- Oppo launched R1, Find 7, N1 mini, N3 and R5
 In 2015- R7 series and ColorOS 2.1
 In 2016- F1s and F1 plus
 In 2017- f3 plus


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10
 COMPANY PROFILE:

VIVO:

Vivo is a leading global smartphone 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.

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 Fun touch
OS), Vivo has built a complete and sustainable ecosystem.

With the creativity and technology, Vivo keeps innovating. In 2012, Vivo
created the X1, the first Smartphone to incorporate a Hi-Fi chip, resulting in an
unparalleled audio experience. Pioneering this technology, it has been included
in all Vivo smart phones ever since. From then on, the innovation never stops:

 2012, Xplay, world‘s first Hi-Fi smartphone integrated with OPA2604

amplifying power
 2013, Vivo X3, world‘s first Hi-Fi smartphone integrated with ES9018
decoding chip
 2013, Xplay3s, world‘s first 2K display Hi-Fi music smartphone with
extreme display performance
 2014, X5Max, world‘s slimmest smartphone with a totally new framework of
Hi-Fi 2.0
 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 our
first manufacturing unit in Greater Noida
 2016, Vivo India launched V3/V3Max with Faster Fingerprint Unlocking
System & Camera Capture along with the opening of VIVO IPL 2016
 2016, V5/V5Plus, world‘s first 20 MP Moonlight Selfie Camera

From 2011, Vivo has been certified in over 100 countries and regions
worldwide, choosing the path of internationalization and moved on. Currently
Vivo is present in India, Malaysia, Indonesia, Thailand, Myanmar, Vietnam and
Philippines.

Vivo entered India in Dec., 2014 and in a short time span, Vivo has established
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

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 with DD (Season 2), ETV
Telugu–Extra Jabardast, ETV Kannada–Majha Talkies, Mazhavil Manorama–D
4 Dance (Season 2), and Zee Kannada–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 the brand in the hearts of

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consumers. Vivo looks forward to more such associations in the future to create
a brand visibility amongst the Indian masses.

The ―Make in India‖ initiative also resonates with Vivo‘s plan. Its assembly unit
in Greater Noida is the first step toward this commitment. With Rs. 125 crore
first-phase investment, the unit has been operational since November, 2015.
About 2,200 Indian employees are currently employed in the factory to help its
production capacity reach one million units/month and build a solid foundation
for Vivo‘s sustainable development in India.

Vivo strives to become a world-class enterprise, healthy, progressive and

sustainable.

Love India, Love Vivo

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 REVIEW OF LITERATURE

The Primary Objective was to study about the marketing strategies adopted by
smart phone brands Oppo and Vivo and how they have a made a significant
reach in the Indian Smart Phone market.

The Secondary Objectives of this study were to identify:

 To study in detail about the marketing strategies adopted by Oppo and

Vivo.
 To find out whether the strategies were effective or not.
In the present smart phone market; globally as well as in India there is a stiff
competition among the brands to be at the top and serve the customers in a way
better than ever before. Brands counter the products launched by other brands
by giving the same features to their customers at a much lesser price and today
customer is at profit because he is getting value for money and he doesn‘t have
to invest more for enjoying the additional features. Oppo and Vivo have
emerged as the two brands which are globally present and feel the importance
of Indian smart phone market, and the pace at which the market has grown in
India. People here in India are obsessed for Selfie cameras and they want a high
quality secondary camera which Oppo and Vivo has provided at affordable
prices.

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 RESEARCH METHODOLOGY

Data collection

 Secondary data

Secondary data

This is pre collected data and can be obtained either from external sources
such as trade associations, government, etc or from within the company
(proprietary information).

COMPARATIVE RESEARCH

Comparative research, simply put, is the act of comparing two or more things
with a view to discovering something about one or all of the things being
compared. This technique often utilizes multiple disciplines in one study. When
it comes to method, the majority agreement is that there is no methodology
peculiar to comparative research. The multidisciplinary approach is good for the
flexibility it offers, yet comparative programs do have a case to answer against
the call that their research lacks a "seamless whole.‖

Oppo F7

Rating: ****

Price: Rs21,990

Pros: Premium finish, notch style display, excellent hardware and performance,
great battery life, fantastic front camera, good quality rear camera, rich feature
set with AI, fast face unlock

Cons: Rear camera bokeh effect won‘t work with objects, no 4k video
recording, no front flash, blocky design, incoming notification icons are
obstructed by notch
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The F7 has a 6.23-inch, 19:9 aspect notched screen. It‘s an impressive display
with wide viewing angles and rich colours. Similar to the Vivo V9, it has slim
bezels (top and sides) and a chin. On closer inspection, you can make out that
the bezels on the Vivo V9 are slimmer by a tiny fraction. Unlike Vivo, the Oppo
F7 gives you the option to adjust the screen temperature. The F7 also lets you
control which apps run in 18:9 aspect ratio, in case the notch is blocking the
interface. However, the O ..

In the camera department, the F7 has a 16MP f1.8 rear camera. The lack of a
dual camera at this price is a potential turn-off. That being said, the camera
offers up some crisp photos. In low light, the photo quality takes a beating
thanks to noise and loss of detail. There‘s a softwaredriven portrait mode which
works well only if it detects a human. With images of objects, the bokeh effect
does not work — Oppo needs to look into this. We like the new Super Vivid
mode in the camera that boosts ov ..

Vivo V9

Rating: ****

Price: Rs 22,990

Pros: Sleek design, notch style display, good day to day performance, great
front camera results, dual rear camera with AI, 4k video recording, feature-rich
interface, Motorbike mode

Cons: Plastic back picks up scratches quickly, average battery life, incoming
notification icons are obstructed by notch, display has a warm tone ..

The V9 has a 6.3-inch display with 19:9 aspect ratio — it is most definitely an
impressive screen with sleek bezels (top and sides) and a small chin. Compared

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to other smartphone screens, the V9‘s display has a warmer tone — a slight red
tint is visible when compared with other phones. Vivo offers optimisations for
third party apps to use the notch too — you can select which apps run full
screen, in 16:9 or 18:9 aspect ratio.

One issue is that due to the notch, you do not see icons fo .. No complaints
when it comes to performance and gaming. The Snapdragon 626 with 4GB
RAM keeps everything running smoothly. At times (with over 20 apps running
in background) we noticed some sluggishness with 3D games or while scrolling
through a Facebook feed. Battery life is average at best. It can last from 9 am to
6 pm, but you will have to charge it twice a day.

V9 features a 24MP front camera with AI beautification and AR stickers. The

camera takes fantastic photos with crisp deta ..

Around the back is a 16MP + 5MP dual camera setup with an AI powered
bokeh mode. This gives the V9 an advantage over the Oppo F7 in delivering a
superior bokeh effect. Photos taken from the V9 capture good details, natural
colour and the edge detection is great. However, in low light, the camera suffers
from visible noise in most photos. Vivo also offers the option of adjusting focus
in an image after its taken — always a useful feature. Another advantage of the
V9‘s rear camera is that it is ca ..

V9 is also one of the first devices from Vivo to come with FunTouch OS 4.0
based on the latest Android 8.1. There are a number of handy features in the
user interface such as game mode (disables notifications and rejects incoming
calls), iPhone X style gestures for control and navigation, Motorbike mode, and

a one-handed mode.

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  Definition of R.M

What Is a Relationship Manager?

Relationship managers work to improve business relationships with partner
firms and clients. Relationship management is generally divided into two
fields: client relationship management and business relationship management.
Both fields share the common goal of facilitating good relationships so
businesses can maximize the value of those relationships and maintain a good
reputation.

KEY TAKEAWAYS

 Through direct and indirect means, relationship managers help firms

improve relationships with clients and partners.

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  Relationship management has two areas of focus: clients and business
partners.
 Relationship managers use data to look for trends and problems and
analyze communications, contracts, and negotiations. The insights are
used to refine company practices.

Understanding Relationship Managers

Good relationship management is about communication, conflict management,
and people skills as much as it is about the technical aspects of a particular
business or industry. Professionals in this role may have a bachelor's
or master's degree in business, but they also might have an undergraduate
degree or postgraduate degree in marketing or communications.

Strong communication and coordination skills are needed for facilitating better
relationships with clients and other partners. It's also common for relationship
managers to work closely with customer-facing staff to help them better
understand clients‘ needs and motivate them to provide the highest service
standards.

In addition to communication skills, relationship managers need strong

analytical skills to develop a deep understanding of the products or services
being sold, the markets in which they are being sold, and broader industry
trends. The better they understand the technical aspects of the business, the
better and more efficient they can be communicating with clients or partners or
helping staff meet the needs of clients or partners.

 Objective of Study

The company's primary objective is constantly improving the popularity of

their brand, which is conducive to set customers ―Young, Fashionable and

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International‖ brand images. Besides, they want to attract more customers to be
faithful via the brand images.

 Research Design

History. The brand name "Oppo" was registered in China in 2001 and
launched in 2004. Since then, the company has expanded to 50 countries. In
June 2016, OPPO became the largest smartphone manufacturer in China,
selling its phones at more than 200,000 retail outlets.

 Limitation Of The Study

1. Under the research project, I have only studied about the marketing
strategies opted by the two smart phone brands of India.

As the research project is based on the secondary data, so I had to rely more
data which is available on the websites

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 MARKETING STRATEGIES OPTED BY OPPO:
In over 20 countries, including the United States, China, Australia and many countries
throughout Europe, Southeast Asia, South Asia, the Middle East and
Africa, OPPO is dedicated to delivering customers with the most extraordinary
mobile experience through meticulous designs and smart technology.
According to OPPO, India is a strategic market for them primarily because there
is clearly a huge potential to grow in the Indian Smartphone market. OPPO is
speeding up the sales and service network and expects a fair growth and a
bigger share of the market in the times to come. On the brand aspect, they
expect brand to become a well-known name for its innovation, quality and
service over the next five years.

The company has plans to expand more service centers this year. OPPO has
recently announced the new ‗After Sales-Service Policy‘ for its handsets. This
includes an added focus on service performance, quality, understanding the
customer and proactive communication to address any query or call for support.

As a part of OPPO‘s strategy to strengthen its global market and after-sales, the
company plans to open 200, new service centers across India. As a part of the
new policy every OPPO smart phone will now have extended warranty. All new
handsets purchased from December 2015 onwards will have a 2-year service
warranty applicable across all OPPO service centers in India.

Talking about the price sensitive market for OPPO, there is a certain section of
consumers who are extremely technology savvy and looking for innovative and
power-packed devices. OPPO has already introduced products in the price range
of Rs 6,500 to Rs 42,999 which gives many options to Indian consumers. They
focus to cover low end, mid segment and high end segment covering the
consumer preferences.

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Mike Wang, CEO, OPPO Mobiles India says, ―We are looking at more nation-
wide channel partners so that we can satisfy the huge customer need at the
earliest. The company also has plans to expand more service centers in the next
one year. Right now we are retailing in over 20 major cities and regions, mainly
through multi-brand stores. We are also planning to build our showrooms and
exclusive stores in a short time‖.

―Right now we are retailing in over 20 major cities and regions across the
nation, mainly through multi-brand stores. We also have unique customer-
oriented activities as per each local market demands like seasonal activities for
OPPO fans and customers‖ he added.

Talking on the future plans in India, OPPO have R Series which is the recently
launched flagship series in India. Also, they are planning mid-range Neo series
and Mirror series. OPPO will bring more products catering to the Indian
consumer demands. Company is planning to come up with more mid segment
smart phones which fits the budget and delivers the best in class experience to
our customers.

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 MARKETING STRATEGIES OPTED BY VIVO
Headquartered in Dongguan, Guangdong province, Vivo mostly uses brick and mortar
strategy. Vivo focuses on developing retail networks and exclusive service
centers and is currently working with more than 8,000 employees and 10,000
retailers across Indian geographies. According to their vision in the Indian
market, India is a huge market and holds enormous potential.

Under the Go to Market strategy, Vivo associated with some high profile
properties to reach out to target group through properties like Comedy Nights
with Kapil, MTV Roadies and Vh1 Emerge Festival. Vivo have also invested a
huge amount in print ad campaign last year during Diwali and celebrated 100
Smart days which ended with New Year.

Also, to succeed in the market Vivo shall focus mainly on great products,
progressive brand and approach young people. Talking about their range of
products, Vivo has launched three series: X V and Y in India with total of 11
models so far. X Series with X5Pro & X5Max is premium series catering to
HNI group (entrepreneurs, fashion lovers, etc.), while V Series is their exclusive
series to Indian market, which caters to the mid segment, targeting young music
lovers. Y series lies in the affordable segment and is high on features and low
on price.

Vivo has channel strategy is very simple as they operate through their regional
state offices in different state capitals. Followed by micro-distributors city-wise,
which distribute products to different retailers and MBO‘s. Vivo India till now
focused in development of strong retail network on ground. In year 2016, Vivo
is definitely targeting every major modern trade outlet as a point of sale. We are
now equipped with all the resources, logistics & skilled manpower. We shall
tie-up with every outlet within this year which shall agree with our policies.

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Kent Cheng CEO, Vivo India, CMO, Vivo Global shared his views, ―Our
journey in India has been very overwhelming till now and the love, trust &
support received from our Indian friends motivate us to be more productive and
deliver the best in class quality in affordable price range. Keeping in mind the
same aim, we recently inaugurated our manufacturing plant in Greater Noida,
which shall for now assemble all the products available in market and reduce
the cost of imports and hence help us deliver competitive products‖.

To promote the product and brand most of the companies have their brand
ambassador but currently Vivo doesn‘t have any brand ambassador. They will
look for a brand ambassador in future depending on market scenario.

Talking about the initiative of ‗Make In India‘ Vivo has strong support towards
PM Narendra Modi‘s campaign under which Vivo have set up the first
manufacturing plant in Greater Noida, U.P. on their first anniversary in India
recently.

The new manufacturing unit with a maximum production capacity of one

million devices a month will help create around 2,200 jobs. Vivo Mobile India
has invested approx. Rs. 125 crore as its first phase of investment in the 30,000
sq.m. Facility which comprises several assembly lines, quality control lab and
warehouses.

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 OPPO VS VIVO COMPANY
Oppo vs Vivo is a tough choice to make as both the brands follow almost the
same traits and belong to the same parent company – If we go by trends, the
clear winner seems to be Vivo. Here is a chart of trends from the last 12 months.

Oppo or Vivo: Which Brand Is Better?

If you want the best camera, built quality, and smartphone design, the Oppo
smartphone is the right choice.

If you want better performance and a better processor, the Vivo smartphone is
probably for you.

That‘s a rough summary.

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  Specifications

We generally saw Oppo offering better cameras than Vivo. On the other hand,
Vivo gives more RAM and storage for the same price range.

My suggestion is to get a smartphone that provides a better value for money

deal. It depends on your budget and the options available.

I would recommend you to use our Buyer’s Guide to make a decision for that. I
have personally handpicked the models for you.

 Approach

Oppo is slightly more innovative while Vivo is more into marketing.

Oppo’s Innovations

 First brand to practically demonstrate the in-display front camera in a

smartphone
 These 2 brands were the first brands to implement pop-up selfie cameras
 First company to successfully conduct a 5G WhatsApp video call at its
R&D centre in Hyderabad
 VOOC charger was launched by Oppo that supported extremely fast
charging in 2014

 Vivo’s Marketing

 IPL and BCCI sponsors forever

 PUBG partnerships and other esports participations
 Title sponsors of metro stations, bus stops, public transport ~ Example:
Vivo Ghatkopar Metro Station
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  High-ticket brand ambassadors like Aamir Khan, Virat Kohli, Ranveer
Singh, Sara Ali Khan and countless non-tech YouTubers
If we observe, both the brands are almost equally aggressive with marketing and
innovations but such slight differences become major differentiators.

The R&D makes Oppo a slightly costly brand if we compare it to Vivo. That
reflects on the sales and trends as well.

But they eventually use the same technology and even advertising strategy.

Here‘s my analysis – Oppo develops new technology while Vivo simply uses it
and markets it heavily by saving the R&D costs.

 Major Differentiator – Operating System

Oppo‘s Color OS has more customization options than Vivo‘s Funtouch OS.
However, Funtouch OS is more optimized with the hardware as compared to
Color OS.

Overall, both the operating systems are almost the same with slight differences
in design and some features. This choice is very subjective and changes from
person to person.

If you want are planning to buy a smartphone, I am linking some of our

recommendations:

 Best Smartphones Under 20,000 Rupees

 Best Smartphones Under 30,000 Rupees
That was a short analysis of Oppo vs Vivo. Let me know which operating
system you prefer and how your experience is.

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 DATA ANALYSIS AND INTERPRETATION
OPPO is an electronic and mobile communication company, founded by Tony
Chen. The Chinese smartphone brand‘s product lines include smartphones, Blu-
ray players and more. Owning the largest market share in China‘s smartphone
market in 2016, OPPO ranked first place among all smartphone brands,
accounting for 18% of the market share. According to IDC 2020 Q2 data, it
contributed a 16% market share, a slight drop from 2016. Thanks to OPPO‘s
market strategy targeting Chinese under 30, the brand had gained strong
momentum in the maturing Chinese market, and is gaining ground in the
international market.

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The development of OPPO in China
OPPO is a subsidiary of BBK Electronics Corporation, which specializes in
electronics sets, MP3 players, etc. The value of OPPO consists of trust, team
collaboration, consumer-oriented and result-oriented. Established in 2004, It
first launched MP3s and MP4s to cater to the Chinese electronic market. In
2008, the Chinese smartphone brand launched its first smartphone, marking the
time OPPO entries the smartphone industry.

OPPO‘s performance in the Chinese smartphone market

Data source: IDC, OPPO shipment volume

OPPO maintains in second place among the top 5 most shipments volume
brands in 2017 and 2018.

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market share of smartphone brands in China

Data source: CAICT, market share of smartphone brands in China

OPPO‘s market strategy is famous for its omnipresent stores. Until June 2020,
OPPO has already opened over 600 stores in shopping malls.

ccording to Trustdata and Canalys, OPPO had a better sales performance in

2020 Q1, compared with that of 2020 Q2. In Q1, OPPO accounted for 21.4% of
the market, followed by VIVO (20.5%). However, in 2020 Q2, VIVO overtook
OPPO and ranked second, with a 16% market share.

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Data source: Trustdata & Canalys, China’s smartphone market share by brand
in 2020 Q1 & Q2

The outstanding performance in 2020 Q1 is mainly from new products. Its new
series, Reno3, presented an excellent sales performance. Reno3 Pro became the
lightest and thinnest 5G mobile phone at that time, with 7.7mm thickness and
171g weight. The light of Reno3 Pro is different from other 5G smartphones
and successfully removed the ‗heavy‘ label on 5G smartphones.

OPPO’s strategy in the overseas market

OPPO‘s market strategy divides the global market into seven regions (China,
India, South Asia, West Europe, East Europe, Asia-Pacific, Middle East Africa,
Japan). According to IDC, OPPO experienced rapid growth in the overseas
market in 2016, with a 183.8% growth rate.

31
Data source: IDC, OPPO sales in the overseas market

OPPO started its overseas journey in 2009 in Thailand. According to IDC

(2017), the brand‘s market share was second in the Thai smartphone market.

Apart from the Thai market, the effect of OPPO‘s market strategy can be seen
in the Indian market. In 2018 Q1, OPPO‘s Indian owned a 7.4% market share.
As an important market, OPPO also built branch offices and factories in India.

After conquering the Asian market, the Chinese smartphone brand expanded
into the European market, like Russia. Until 2018, OPPO has been registered in
more than 140 international countries, and its mobile phone business has
covered 31 countries and regional markets.

32
33
―Vivo is the leading smartphone vendor in Asia Pacific, with annual shipment
growth of 215 percent,‖ says Yiwen Wu, Senior Analyst at Strategy Analytics.
―Vivo has grown past Xiaomi, OPPO and Apple over the course of the past year
to take the top spot in 5G smartphones. Vivo has capitalized on the decline of
Huawei, which in the year-ago quarter sold more than half of all 5G
smartphones in the Asia Pacific region, but has virtually disappeared from the
market. The combination of leading technology and affordable prices have
made Vivo‘s smartphones, such as its iQOOO U3 5G and iQOOO 7 5G, the
most popular 5G devices in the region.‖

―Xiaomi captured 2nd place in 5G smartphone shipments in the Asia Pacific

region in Q2 2021,‖ says Ville-Petteri Ukonaho, Associate Director at Strategy
Analytics. ―China propelled Xiaomi‘s 5G smartphone shipments, which were
up by 286 percent annually in the 2 nd quarter of 2021. Xiaomi‘s Redmi family
of smartphones, led by the Redmi Note 9 5G and Note 9 Pro 5G, as well as its
Mi family of 5G smartphones such as the Mi 10 Youth 5G are top sellers for the
vendor in China.‖

―Other Chinese vendors are not standing still,‖ says Ken Hyers, Director at
Strategy Analytics. ―OPPO captured third place in 5G smartphone shipments in
the Asia Pacific. OPPO expects a big quarter in Q3 2021 as it launches three
new 5G models in its upcoming Reno 6 series. Looking forward, Vivo may
have peaked in China in Q2 2021 and will need to look to other 5G markets
outside the region, in Europe in particular, to fuel future growth.

#SA_Devices

About Strategy Analytics

Strategy Analytics, Inc. is a global leader in supporting companies across their

planning lifecycle through a range of customized market research solutions. Our

34
multi-discipline capabilities include: industry research advisory services,
customer insights, user experience design and innovation expertise, mobile
consumer on-device tracking and business-to-business consulting competencies.
With domain expertise in: smart devices, connected cars, intelligent home,
service providers, IoT, strategic components and media, Strategy Analytics can
develop a solution to meet your specific planning need.

Marketing Strategy of Vivo analyses the brand with the marketing mix
framework which covers the 4Ps (Product, Price, Place, Promotion). There are
several marketing strategies like product innovation, pricing approach,
promotion planning etc. These business strategies, based on Vivo marketing
mix, help the brand succeed.

Vivo marketing strategy helps the brand/company to position itself

competitively in the market and achieve its business goals & objectives.

Let us start the Vivo Marketing Strategy & Mix to understand its product,
pricing, advertising & distribution strategies:

Vivo Product Strategy:

The product strategy and mix in Vivo marketing strategy can be explained as
follows:

Vivo is a leading smartphone and consumer electronics brand. Vivo aims at

providing quality 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 focus on introducing products that 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 produce new products. In the year 2012, it introduced the X1
which is the first smartphone to incorporate a Hi-Fi chip which gives an
unparalleled audio experience. This feature has been included in all their

35
smartphones ever since. It has entered the Indian market in the year 2014. Vivo
is ranked among the top 10 smartphone makers in the world. In 2020, Vivo
partnered with Zeiss to develop new technological advancements in mobile
imaging. More than 130 million smartphones are sold by the brand every year.

Vivo Promotion & Advertising Strategy:

The promotional and advertising strategy in the Vivo marketing strategy is as

follows:

Vivo is very proactive when it comes to advertising and promoting its brand.
Vivo embraces a 360 degree marketing strategy and promotes its products
through various conventional and traditional mediums like ATL, BTL, print
media, television commercials, social media, celebrity endorsements and on-
ground activities. It focuses specially on its on-ground activities which it
considers as its strongest advantage in China as well as in India. It also focuses
on out of home advertising to a good extent. Vivo has been actively sponsoring
events like FIFA world cup, IPL cricket and other big sporting events world
over. The brand has also roped in several celebrities as their brand ambassadors,
who star in their commercial and talks about the new Vivo phones. Vivo has
also tied up with OOH companies to display its new smartphones on billboards
globally. This concludes the marketing mix of Vivo.

36
37
 INTERPRETATION
It is revealed from the data that 94.2% of respondents use online banking
for business transactions. 0.8% use Debit Card. 5% use Credit card. 0% use
Cash on Delivery.

5. What is the source of information from where you get to know about
these game developers?
o Advertisements on Social Networking Sites

o eWOM (electronic Word of Mouth)

o Magazines

o Newspapers

Table no. 9 - Source of information from where you get to know about these
game developers
Particulars Frequenc
y
Advertisementson Social Networking 86.7%
Sites
eWOM (electronic Word of Mouth) 10%
Magazines 1.7%
Newspapers 1.7%
Total 100

It is revealed from the data that 86.7% of respondents uses Social

Networking Sites to advertise their offers. 10% uses eWOM. 1.7% uses
Magazines and 1.7% uses Newspapers.
6. Please select the electronic devices through which you access
38
 Linkedln regularly. o Computer
o Smart Phone

o Tablet Computer

o Laptop

o iPad

Table no. 10 - Electronic devices used to access Linkedln regularly

Particulars Frequenc
y
Computer 1.7%
smart rhone 84.2%
Tablet 2.5%
Computer
Laptop 58.3%
irad 9.2%
Total 100

39
Questionnaire:

Section I - Demographic Profile

1. Age
2. Gender
3. Occupation
4. Income Level

Section II - Usefulness of LinkedIn in attracting Game Developers

5. Which smartphone are you using?

• Oppo
• VIVO
• Apple

6. Which factors influence you while buying a mobile phone?

Factors Strong Good Average Less No

Influence Influence Influence Influence Influence
Brand Image & O O O O O
Quality
Look & Feel O O O
(Aesthetics)
Innovative features O O O O O
like selfie flash, dual
cameras etc.
Connectivity & O O O O O
Compatibility
Latest Operating O O O
System
Pricing O O O O

40
7. How often do you change your mobile phone?
• Within 6 Months

• 6-12 Months

• More than a year

8. How did you first become aware of the OPPO brand?

• Online Ads

• Magazines & Newspapers

• TV Commercial

• Store Signage Board

9. How much are you willing to spend on the new

mobile phone in the future? (in Rs.)
• <10,000

• 10,000 — 20,000

• 20,000 — 40,000

• 40,000 & Above

10. Would you like to switch to another brand (OPPO)

with additional & innovative features?

• Yes
• No
• Mayb

41
11. Rate the OPPO exclusive store on the given 3 factors

Factor Excellent Average Bad

s
Expertise of Sales Staff O
Value Added Services O
Store Layout 0
Range of Product & 0
services
Customer Service level 0
Figure 3.11

12. Where would you prefer to purchase a smartphone mostly?

• Exclusive Store

• Multi-brands stores

• Online E-commerce

• Others

42
 Core Values:
Vivo India general business principles describe our group‘s core values,
responsibilities and the principles & behavior by which we do business.

Our Values:

Vivo India employees share a set of core values:

 Benfen
 Integrity
 Team Spirit
 Superior Quality
 Sustained Learning
 Customer Orientation

43
 COMPARATIVE RESEARCH

Comparative research, simply put, is the act of comparing two or more things
with a view to discovering something about one or all of the things being
compared. This technique often utilizes multiple disciplines in one study. When
it comes to method, the majority agreement is that there is no methodology
peculiar to comparative research. The multidisciplinary approach is good for the
flexibility it offers, yet comparative programs do have a case to answer against
the call that their research lacks a "seamless whole.‖

TOOLS AND TECHNIQUES

Secondary data: Research Reports and the information provided on company‘s website.

44
 FINDINGS

 Both the brands have become a focus center as they have provided their
customers with a high quality secondary camera for capturing
extraordinary Selfie.
 They have analyzed that Indians are the people who are very much price
sensitive, so they have mostly the middle class people and have launched
the mid range phones from a price range of 6,499 to 42,999.
 The brands are also now targeting on their after sales services and for
providing their customers a world class experience they are now planning
to open more service centers across the parts of India.
 Oppo as well as Vivo is collaborated with Indian Prime Minister‘s
initiative ―Make In India‖ and ―Digital India‖.
 Vivo is making use of the ―Brick and Mortar Marketing Strategy‖
whereas Oppo is focusing on giving their customers good after sales
services.
 Both Oppo as well as Vivo sponsors big events such as Sports events and
award shows to market their product at a global level.
 Oppo as well as Vivo know that the customers here in India are really
price sensitive so they have launched devices in a price range of about
6,499 to 42,999.
 Vivo has also applied the ―Go To Market‖ strategy under which it is
associated with various shows like Kapil Sharma Show, Koffee with
Karan, etc.

45
 SUGGESTIONS AND RECOMMENDATIONS
I would like to suggest some points to the two brands:

 The brands should come up with some more manufacturing plant in the
Indian subcontinent, which will provide employment to the Indian people
as well as the brands can also meet out the surging demands in today‘s
scenario.
 The brands should also produce some feature phones as every customer
doesn‘t want to have a smart phone in their pocket.
 The brands should also focus on other dimensions such as good sound
quality, because solely camera performance doesn‘t make up a good
phone.
 The brands should work more on the marketing and distribution channel
of their smart phone network.

46
 CONCLUSION

In today‘s marketing scenario ―Consumer‖ is the king of the market, so the

big houses are deliberately forced to make the products which serve the
people‘s need in a way better better than before. Oppo and Vivo have done
exactly the same; they have always thrived for a better customer experience
and through this have become as one of India‘s most trusted smart phone
brands.

They are launching the products which deliver value for money and
cater the needs of common man of India. And as Selfie is trending these
days; so the brands have provided their customers with some extraordinary
features in the secondary camera‘s of their smart phones through which they
can captures high quality selfie‘s at any time they wish to.

The brands Oppo and Vivo are also thriving to give their customers better;
after sales services and for which they coming up with the service centers
across the various parts of the country.

47
 REFERENCES
BOOKS:

Marketing Management by Philip Kotler

WEBSITES:

http://www.voicendata.com/go-to-market-strategies-of-mobile-vendors-in-
india/

http://www.vivo.co.in/About/

http://www.hindustantimes.com/tech/indian-smartphone-market-grew-5-2-
in-2016-idc/story-OAt1GGj0udGwyUS7nG8uAL.html

http://www.oppo.com/en/about-us

48
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