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VIVO FLIP STRATEGY_V3.pptx

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CDS IVO Product Roadmap 2015
CDS IVO Product Roadmap 2015
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VIVO FLIP STRATEGY_V3.pptx

  1. 1. VIVO X-FLIP PROUDUCT STRATEGY FOR INDIAN MARKET
  2. 2. 2 BURGEONING PREMIUM SMARTPHONE MARKET Econo… Business Entry Premium Upper… Smartphones (by Volume) MAJOR COMPETITO RS 5-6 20-25 >50 <20k >60k PRICE SEGMENT FY24 FY25 FY26 FY27 FY28 20-40k 40-60k ~10 Upper Premium segment expected to grow at faster vs. other segments EXPECTED CAGR: >25% (UPPER PREMIUM)
  3. 3. 3 MAJOR PLAYERS Apple iPhone 13 (series) Samsung Galaxy S22 Ultra Galaxy Z Fold and Flip Vivo X80 Pro Oppo Find X5 Pro **Key psychographics benchmark **Key competition benchmark Oneplus 10 Pro 5G
  4. 4. [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] [CELLRANGE] 4 CURRENT PLAYERS – POSITIOINING MAP STYLE ORIENTATION FUNCTIONAL ORIENTATION VALUE FOR MONEY OPULENCE Bubble size represents volumes A, P, M, and X – Legends used in further slides WHITE SPACE “Top of the line Products” Premium Mass Performanc e Leaders “Affordabl e Luxury” A M P X
  5. 5. 5 CONSUMER PROFILE – PEN PORTRAIT VEDANT VEDIKA 27-32 years old Career Oriented – Ambitious Image Conscious Socially Active PERSONALITY • Confident • Stylish • Fun-Loving • Experimentative NEEDS IN TECHNOLOGY • Stand-out /Uniqueness • Camera Performance: Show-off Lifestyle • Digital Connectivity • Class leading technology • Fast Performance • Value for Money
  6. 6. 6 TARGET CONSUMER: CURRENT VS IDEAL LIFESTYLE CURRENT IDEAL • EASY-GOING • COMFORTABLE • UPDATED • POPULAR • VIBRANT • YOUTHFUL • FUNKY • PREMIUM • ACCESSIBLE • INTEGRATED • CUTTING EDGE- TECHNOLOGY • LATEST • CLASSY • ELEGANT • LAVISH • BRAND CONSCIOUS • SUCCESSFUL • RELIABLE • AGGRESSIVE • FAST
  7. 7. 7 PRODUCT KBF | HOW THIS CUSTOMER’S REQUIREMENT DIFFERS A X M P SHOW-OFF QUOTIENT CAMERA SOCIAL CONNECTIVITY TECHNOLOGY FAST PERFORMANCE A X M P A X M P A X M P A X P M VALUE FOR MONEY A X M P A, P, M, and X – Legend from slide 4
  8. 8. 8 POSITIONING CONCEPT ARRIVE IN LIFE You have worked hard, toiled, proved your mettle, ignored the naysayers and achieved what you always dreamt of. Now it’s your time. Announce to the world your success, and show it off through our flagship Vivo X-Flip with its unique flip design, premium styling, ‘Pro’ Camera and no compromise performance. Arrive in life.
  9. 9. 9 KEY SPEC AND FEATURE COMPARISON Parameter Vivo X-Flip Galaxy Z Flip3 iPhone 13 Pro Vivo X80 Pro Form factor Flip Flip Candybar Candybar Display 6.5-6.7”, 1440 X 3200, 120 Hz, 1200 nits, AMOLED 6.7”, 1080 X 2640, 120Hz, 1200 nits, AMOLED 6.1”, 1170 X 2532, 120Hz, 1000nits, OLED 6.78, 1440 X 3200, 120 Hz, 1500 nits, OLED Secondary Display 2.3-2.7”, 600 x 800 1.9”, 260 x 512 NA NA Chipset Snapdragon 8 Plus Gen 1 Snapdragon 888 A15 bionic Snapdragon 8 Gen 1 RAM 12 GB 8 GB 6GB 12 GB Storage (ROM) 256/512 128/256 128/256/512/1TB 256 GB Rear Camera 50 MP, f/1.6, OIS 12 MP, f/1.9, (telephoto), 3X, Gimbal OIS 48 MP, f/2.2, 114˚ (ultrawide), 12 MP, f/1.8, OIS 12 MP, f/2.2, 123˚ (ultrawide), 12 MP, f/1.5, (wide) 12 MP, f/2.8, (telephoto), 3X 12 MP, f/1.8, 120˚ (ultrawide) 50 MP, f/1.6, OIS 8 MP, f/3.4, (periscope), 5X 12 MP, f/1.9, (telephoto), 2X, Gimbal OIS 48 MP, f/2.2, 114˚ (ultrawide), Front Camera 32 MP, f/2.5, 24mm wide 10 MP, f/2.4, 26mm wide 12 MP, f/2.2, 23mm wide 32 MP, f/2.5, 24mm wide Battery 3800-4000 mAh 3300 mAh 3095 mAh 4700 mAh Charging 80 W Fast Charging 15W fast charging 23W fast charging 80 W Fast Charging OS Updates 4 years 4 years >5 years 3 years Price - 84,999/88,999 Starts from 119,900 79,999
  10. 10. 10 PRICING LOGIC VA – Pricing Analysis VAN WESTENDORP’s PRICING MODEL USING VALUE-ADJUSTED PRICING 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 50 55 60 65 70 75 80 85 90 95 100 105 110 115 Price (In Rs ‘000) Too Cheap Not Expensive Not a Bargain Too Expensive *Ideally, to be filled from customer survey or customer data available. Currently done as a simulation based on understanding Ideal Pricing Range Optimal price range 119 90 10 3 42 Iphone 13 Pro Brand Discount Folding Mechanism Fast Charging Value Adjusted Price Brand discount considered using survey data : > European to Asian brands, Considering the above, net price for Vivo X-Flip: Rs, 89,900
  11. 11. 11 PRICE POSITIONING 119 110 80 90 95 iphone 13 pro Galaxy S22 Ultra Vivo X80 pro Vivo X-Flip Z Flip 4 (TBC) +12% (+10k) -5% (-5k)
  12. 12. 12 VOLUME WORKING - GUESSTIMATE India overall smartphone market size: ~180 Mn units Segment share of Upper Premium: ~5%  9Mn Units Market Share of Vivo in Premium, FY22: ~5%, i,e, 450k units <<Guesstimate, lack of data>> Considering 3 phones in the category: X80, X80 Pro and X-Flip Using price elasticity of -2.2 <<assuming same as that of premium category in motorcycles, consideting both are high involvement purchases from a similar psychographic mindset>> Target Volume for Galaxy X-Flip: 150k units/year
  13. 13. 13 MARKETING ACTIONS Awareness Consideration Purchase Service • Teaser Launch • Influencer Reveal in 3 steps  Reveal at media event  Unboxing and First Impression  Detailed Review • Digital Focused 360O Campaign around • ICC World T20 • Festive – Diwali and • Flip Experience Zones • Special zones In Vivo Retail Stores • Flip tests (Durability) • Style • Co-partner with premium fashion brand • Tommy Hilfiger • Onitsuka Tiger • Superdry • H&M • Zara • Rayban • Etc. • Coupons of brands with the purchase of the phone • Vivo Screen Assure+ • 5 year service warranty for screen durability • Vivo Damage Protection • Parts to be changed under warranty even if damage on phone • Vivo X-Finance • Special EMI schemes for product launch • Vivo X-Loyalty • Additional loyalty discount for replacement with Vivo phones • Vivo Buyback program • Limited time buyback program at set value or to upgrade to next gen Vivo Flip Special warranty schemes at nomnal charge
  14. 14. 14 GTM TIMELINE Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Launch Launch Event Teaser Release Influencer -First Impressions Influencer -Full Reviews TV TVC ICC T20 World Cup Online Sales start Dispatch to Offline Flip Zones Installation at Vivo Retail Stores Pop-up stores -During Festive Mini Influencer Campaign -Insta Actual User Reviews -Mini stories on Vivo handles Launch Communication Teaser Launch event Adverts Diwali burst Print Aug-22 Digital Sales Experience Sep-22 Oct-22 Nov-22 Dec-22
  15. 15. 15 MARKETING KPIS TARGET FY23 TV (GRPs) 500 Print (# of inserts) 12 #visits 20mn Digital Impressions 200mn Digital Clicks 3mn Awareness 40% Consideration 13% Preference 8%
  16. 16. THANK YOU 16

Hinweis der Redaktion

  • Value to Opulence – Does not only mean price of the model. This is more a function of value the product provides in terms of its performance, features, w.r.t to the price it charges
  • > Young managers in their first or second job, from top tier colleges or social media influencers,. They have tasted success with a recent promotion and recognition in their individual careers. They are ambitious and projected image is as important as their self image - it is important for them to stand out. Hence, they always try to dress well, be bold and stylish not resistant to trying out the latest in fashion. They like to be digitally active and have a decent social media following. Their current lifestyle is about socialising and having a good time.
  • VW Pricing Model:
    Too Cheap - At what price would it be so low that you start to question this product’s quality?
    Not Expensive - At what price do you think this product is starting to be a bargain?
    Not a Bargain - At what price does this product begin to seem expensive?
    Too Expensive - At what price is this product too expensive?

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