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Rs 350 crore plus spent on marketing this year; spends will be higher next year: Vivek Zhang, Vivo India

16-November-2016
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Rs 350 crore plus spent on marketing this year; spends will be higher next year: Vivek Zhang, Vivo India

Chinese smartphone brand Vivo has planned an aggressive marketing strategy to promote their newly launched V5 selfie-focussed smartphone in India. The new TVC featuring brand ambassador Ranveer Singh will launch on November 23 across television channels in India.  The ad showcases the story of two young travellers and talks about Vivo V5 which comes with 20 MP moonlight selfie camera.

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This year, Vivo has been aggressively marketing its brand and has allocated high budgets for it. This year alone, Vivo has spent more than Rs 350 crore as their total marketing spends. The brand bagged the Indian Premier League (IPL) title sponsorship for two years after replacing PepsiCo and allocated Rs 200 crore only for the IPL promotions. According to reports, the player has also spent around Rs 80-100 crore during the festive season, double of what they had spent last year. For the first time, it also roped Bollywood celebrity Ranveer Singh as the face of the brand.

The brand which had a market share of 3.1 per cent in the total smartphone market at the start of this year, reportedly, has now increased to 5-6 per cent by volume and 7 per cent by value. It further has plans of capturing 10 per cent market share by 2017.

In an interview with exchange4media, Vivek Zhang, CMO, Vivo Mobile spoke about marketing plans for their new phone, budget allocated for promoting, how their association with Ranveer Singh has helped the brand and the importance of India as a market...

Excerpts:

Other than the TVC, how else are you planning to promote this new phone?

Since our primary focus is to target youngsters, we have tied up with different shows like ‘Yaaron Ki Baraat’ on Zee TV, ‘Voice India’ on &TV, ‘Love School’ on MTV and ‘Indian Idol’ on Sony TV. We are not limiting ourself to one particular genre, but will be visible across music, news, infotainment and sports. On the on-ground medium as well, we have lots of activities lined up. Along with this there will be outdoor, print advertising and in-shop advertising.

What is the duration of your current campaign?

This campaign will run till the launch of our next model.

What is the marketing budget allocated for this particular campaign?

Regarding this campaign specifically, we haven’t counted, but it should be a great number. Actually this year, till now we have spent something around Rs 350 crore plus for marketing and next year it will be more.

How has your association with Ranveer Singh helped the brand?

Ranveer Singh is a great guy, the reason for choosing him as the face of our brand was that his personal spirit matches the ethos of our brand, which is filled with energy, joy and youth. He is extremely fun to work with and will always deliver his best.

How important is India as a market for Vivo?

India is one of the most important market for us. It is filled with young people, who like music, selfies and this kind of matches with the DNA of our brand. We are already among the top 5 smartphone brands. Our target always is to make our consumers happy and our priority is to give them the best product and service.

What are your marketing plans for 2017?

Next year will be a big year for Vivo India, as you know, it will also be the 10th anniversary of IPL in India, so along with new launches, there are lots of activities lined up for Vivo India.

How many manufacturing plants do you have in India?

We have one manufacturing unit in India till now. Regarding plans of opening another unit in the country, we are currently in the research phase - we may expand or open another one. 

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