Chinese smart phone brand Vivo, which has replaced PepsiCo as the title sponsor for the Indian Premier League (IPL) Season 9, has allocated a budget of Rs 200 crore to leverage its association with the event. The brand which entered the Indian market in December 2014 has also roped in actor Ranveer Singh as the face of its high voltage campaign and he appears in a TVC which talks about the new phone Vivo V3 and its association with IPL.
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In an interview with exchange4media, Alex Feng, CEO, Vivo India spoke about the company’s association with IPL and about its aggressive marketing plans to target the Indian consumers.
What is your marketing budget for IPL?
We have allocated Rs 200 crore as part of our marketing strategy to promote our brand during the upcoming IPL 2016.
Which marketing mediums will you be using for the promotion of the event?
We believe the IPL is an efficient platform to communicate with the youth. Our marketing strategy is 360 degree and includes ATL, BTL, print, TVC, social media and on-ground activations. Focus will be especially on the on-ground activities which is our strongest advantage in China as well as in India. We are confident that this association will spread more awareness about our brand this year.
What is the market share of Vivo in the Indian smart phone market?
The market share of Vivo in the Indian smart phone market at the moment is 3.1% and we hope to grow it significantly in the coming time.
How important is India as a market for Vivo?
India is one of the biggest markets apart from China and it will surpass China in the near future. Secondly, it will be a frontier for our global discussion because India is a very complex country, with different habits, aesthetics, principles, so there is a lot to learn from this country.
India is a cluttered market, there is competition coming in from many established players. Since you came into the market late, how has your journey been so far?
We started our operation in India in December 2014 and this is our second year. We are trying to build a solid foundation of the brand in the country which includes the distribution channel, stores, training of the employees and the promotion of the brand and product. We are trying to build the brand from a very comprehensive perspective, literally from all the angles we can think of.
You got Ranveer on board, how important is an ambassador for a brand like Vivo?
Having a brand ambassador at this stage is very helpful for Vivo and it will greatly enhance the communication between us and our target audience.
How would you describe your target audience?
Our target audience is mainly the young audience, comprising of college students and young executives in the age group of 18-34 years.
What are the current challenges which you are facing in the Indian market?
We have realised that India is a very complex market and it is totally different from any other market we are in. Localisation is the biggest challenge here; we are trying to cater to the needs of the Indian customers through our services, products, branding promotions and everything else.