Why Vivo Phones Popularity Has So Increased in the Last Few Years?
The first decade of the twenty-first century saw a shift in the digital market. From heavy computers and landlines, the world moved towards slim, light, and handy smartphones. Being the second most populated country, India offered the second-largest market for these gadgets. Cisco Visual Networking Index of 2018 stated that Indian smartphone users will rise to 38% of the total population by 2022. This number was 26% in 2017.
Starting in 2012 in India, Vivo adapted to the smartphone market. CNBC is one of its articles of 27 December 2019, stated that Vivo consolidated 23% of market share in October 2019. The widely popular models in India include Vivo Y51, Vivo V17, Vivo S1 Pro, and Vivo Y50. Vivo 91i single-handedly clocked a 6% market share in the smartphone segment.
SURVEYS:
According to the surveys made by gadget experts at NDTV, Vivo phones have been a crowd favorite. They conducted a survey and published a list of best phones under Rs. 25,000 in January 2021. Vivo V20 SE, Vivo V20, and Vivo V19 were present in this list. According to a survey conducted by 91mobiles in January 2021, Vivo V20 secured the fourth position in the list of best phones under Rs. 25,000. Apart from that this mid-range affordable Vivo V17 mobile phone too secured tenth place in a survey conducted by Digit.
WHAT IS THE REASON FOR THIS SUCCESS?
Seeing this string of accomplishments one can ask, how did Vivo manage to do this?
One such insight into this question was provided by Nipun Maurya, Director of the brand strategy at Vivo India. He attributed the success to:
strong product portfolio across price segments
the extensive distribution network
after-sales services
marketing inputs
He says, “Over the years, our focus has been on building strong fundamentals to become a successful brand in the Indian smartphone market. We have worked towards creating a superior end-to-end experience for our customers.”
WHAT MAKES THE VIVO USER EXPERIENCE UNIQUE?
Before going further, an understanding must be made of the desirable qualities in smartphones. Which features are most sought after?
Morning Consult found the following features as the most important ones in a smartphone. The percentage is the number of people who considered it to be the most desirous quality:
Battery Life- 95%
Ease of Usage- 93%
Storage- 90%
Durability- 88%
Camera Quality-86%
FEATURES:
Since a lot of people already own a smartphone, when they change it, they drift towards products that make them excited. The new high-tech features attract more consumers.
This is one reason why Vivo phones have been successful. Vivo was the first company to introduce
Pop-up camera
Dual selfie camera
AFFORDABILITY:
According to a report published by Canalys, other brands have moved towards the segment of Rs. 20,000 and higher, which has resulted in a loss of a much larger consumer base. However, Vivo phones provide advanced features at mid-range prices. This allows the company to cater to a spectrum of customers. It increases its target audience for retail.
In India affordability is a key issue. These prices make the market for Vivo sustainable and expanding. Vivo has been focussed on the price range of Rs. 10,000 to Rs. 15,000 and sub Rs.10, 000. A few days back, Vivo launched the S1 pro model. It became popular among the crowd immediately due to its stylish design and diamond-shaped camera module. Moreover, the 6.38-inch Super AMOLED display along with a 48-megapixel camera is very rare in this price range.
MARKETING:
Just as Nipun Maurya has said, the sales spike has been accompanied by higher input in marketing. Marketing connects the end-user with the brand. Many brands innovate but fail to make people aware of the new technology they are offering. An unaware customer will not be able to appreciate the quality of the product. (S)he will be uncertain regarding the purchase.
Marketing reduces this gap. It makes a potential customer more confident about the product. The success of Vivo lies in its Rs. 2,000 crore investment in IPL and being its title sponsor.
Cricket is a widely viewed sport in India. Of the 4.4 crore walk-ins during April-May, a record 3.3 crore watched IPL in the OOH space. This was reported by BARC. Hence with such large viewership and frequent ads, IPL became one of the most fertile sectors for marketing.
Also Read: 5 Interesting Smartphone Trends to Look Out for in this Year
Vivo has cultivated innovation in technology, in marketing, and in developing a large target audience. It has also created products that have quality and affordability. One such model is Vivo S1 Pro launched in November 2019. Armed with 32 MP front camera, 4500 m-Ah battery, 128 GB storage, 40+8+2+2 MP rear camera, and Android 9 Pie operating system. It meets all requirements to exceed expectations at just Rs. 18,340.
If you do not want to spend a large amount of your savings to get your brand-new Vivo phone right now, you can still purchase it at affordable EMIs. Bajaj Mall allows you to buy Vivo mobiles from their online store on easy EMIs. You can also get your smartphone delivered within 4 hours. However, to avail of this feature, you have to become a part of the Bajaj Finserv EMI Network.
You can apply online and you will get a Bajaj Finserv EMI card by submitting some basic documents If you want to buy your Vivo mobile from any of Vivo’s showrooms, you can also get this benefit. Bajaj Mall has more than one lakh partner stores as well.
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