VIVO Brand Guide + SWOT ANALYSIS

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Vivo


Parent Company - BBK Electronics

Category

Smartphones

Sector

Mobile Handsets

Tagline/ Slogan

Camera & Music; Perfect Shot, Perfect Moment

USP

Vivo has innovative phones with affordable pricing

STP

Segment

People looking for mobile phones

Target Group

People in middle income group looking for features

Positioning

Vivo offers innovative phones at affordable rates

SWOT Analysis

Strengths

1. Vivo has established itself well in South Asian markets

2. Vivo offers various models in different price ranges but still keeping its affordable image intact

3. Vivo has entered Indian market with good success with sponsorship and visibility

4. It comes from the stable of BBK electronics, its parent company which also owns brands like Oppo

5. Vivo has been associating with big sporting events like the Indian premier league

6. Vivo is seen as an innovating brand

7. It was the first to launch a phone with HiFi Chip

8. Vivo has stores in more than 350 cities

9. It is present in 7 overseas market

10. Vivo focuses a lot on R&D

11. Vivo has product facilities in China, Indonesia and India

Weaknesses

1. It still does not have a high brand awareness, its main differentiator is cost

2. Vivo is seen similar to other brands like Oppo, Oneplus etc

Opportunities

1. Vivo can come up with high end smartphones which competes directly with likes of Apple, Samsung

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

3. It has huge untapped markets in US and Europe

Threats

1. Price sensitive  competition in the mobile handset segment

2. Local government regulations

Competition

Competitors

1. Samsung

2. Oppo

3. Oneplus

4. Xiaomi

5. HTC

6. Nokia

7. Panasonic

8. Lenovo

9. Apple

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