Constant innovation is the key: Nipun Marya, vivo India
Nipun Marya, Head, Marketing Strategy, vivo India, talks to exchange4media about their latest product, and how the brand is upping its marketing game to woo customers this festive season
vivo, the global innovative smartphone brand, announced the launch of the V17Pro, as the newest member to its existing V-series portfolio. The device sports a dual pop-up 32MP front camera along with 48MP AI quad- rear camera setup.
Nipun Marya, Head of Marketing Strategy at vivo India, talks to exchange4media about the new launch, market spends and upcoming festive offers to woo customers.
vivo recently launched V17 & V17Pro. Tell us something about these new additions to the vivo V series.
The launch of vivo V17pro is another addition to our V series product portfolio. Basically, the V series is for the 20k to 30k price segment and vivo has been a continuous leader in the segment. The market has gone up by 100% and rewards market share or contribution to that growth rather, is 55%. So in the 20 to 30k segment we are kind of leaders. And this phone, we believe will further enhance our leadership, primarily because of the innovations it has.
From pop-up camera to on-screen fingerprint lock, vivo has introduced Indian users to such smart technologies. Tell us about your future plans? What is the kind of technology that you are curating for the users?
I think consumers are really looking forward to something new. Over the past 18 months, we have been at the forefront of innovation. And I think that's the most exciting part which our consumers feel about us. We are happy that consumers look forward to. So if you're asking if consumers are ready, I think they're ready to lap up the device.
How important is the Indian market for you, since vivo is the third-largest smartphone in India?
I think the importance of the Indian market cannot be over emphasized. It is extremely important for us and it comes because of two things, first, of course, our market performance, we have been doing well. The second thing is the kind of investments that we are making.
There is a slowdown in the Indian market but reports state that the smartphone industry is still growing. Do you think it's affecting the smartphone industry too? If yes, what challenges are you facing?
There are some macro economics situations and a lot of times there are ups and downs but these ups and downs don't change the fundamentals of a country. Why has India grown in the past? Because it has an extremely young consumer base. Undoubtedly, here the fundamental is strong, the incomes are continuously rising, urbanisation is rising, social media is rising. So all of these point to the fact that consumers are likely to buy more smartphones in the future despite the hype about the slowdown.
What are your marketing plans for the festive season ?
I think a bulk of the marketing is done by our consumers themselves because they like the product and there is good word of mouth. We of course have 360- degree marketing plans for this festive season. We will be launching various communication programs and TV campaign. Additionally, we've launched multiple products. So I think if the consumers can get good exciting products, good prices, good offers, that's more than enough for them.
What is your advertising mix?
Our consumers are everywhere. So, accordingly we also have to ensure that we adequately cover all kinds of channels, whether it's TV, digital or OOH . There is no specific channel, I think every channel has its own importance in the journey of reaching the consumer.
Tell us about your market spends in FY 2019-20.
We don't generally reveal market spends. It is more about the impact. There are multiple innovative ways we will take to ensure that we reach to our consumers. Good products, good offers and good marketing. So I think these three combined will be a good flavour for consumers.
What are you doing to stay ahead?
Constant innovation is the key. Our dual pop-up camera is the world's first and there is no other brand, which is offering macro (vivo V17 Pro can shoot images at a distance of 2.5cm with the Super Macro mode). It is again an industry-first feature. So someone will lead, others will follow. We believe in leading.
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