2018 Digital Marketing Strategy and Execution Proposal for Vivo Oversea Branding Dept.Vivo 维沃 2018 海外社交媒体 数字营销方案Brief Recap1.Promote consistent global brand image for vivo on digital platforms, andenhance vivo online influence, aiming at a global leading brand2.Annual digital strategy and own media content planning3.Annual big event/campaign planning4.Guidelines and creative materials support for each market based on differentdevelopment statusPART01 Oversea Markets & TA AnalysisPART02 Competitive Analysis PART03Digital Marketing Strategy for VivoContent PART042018 CNYCampaign PlanningPART05About USPART06Case SharingOversea Markets & T arget Audience AnalysisVivo Oversea MarketsOverviewIndia PakistanBangladeshNepal Sri LankaMyanmar Philippines Thailand Malaysia Vietnam Singapore LaoIndonesiaCambodiaTaiwanHong KongRussiaMoroccoKenyaProper digital marketing objectives should be set for lower tier marketsRegion Country Population, Urbanization MobileSubscriptions Internet Users Active SocialMedia Users Active Mobile Social Users South AsiaIndia 1,335M , 33%1,059 M, 79%462 M, 35%191 M, 14%167 M, 13%Pakistan 194.8M , 39%140.2 M, 72%35.1 M, 18%31.0 M, 16%28.0 M, 14%Bangladesh 163.9M , 35%120.5 M, 74%63.3 M, 39%26.0 M, 16%22.0 M, 13%Nepal 29.02 M, 19%31.55 M, 109%14.12 M, 49%7.10M, 24% 6.60 M, 23%Sri Lanka20.86 M, 18%26.36 M, 126% 6.26M, 30% 4.90M, 23% 4.20 M, 20%AfricaKenya 47.86M, 26%39.22M, 82%31.99M, 67% 6.7M, 14% 6.0M, 13%Morocco35.03M, 61%43.31M, 124%20.21M, 58%14.00M, 40%13.00M, 37%Ø 3 South Asia countries got over 100 m population, esp. India, but most are with less than40% Internet penetration. A majority consumers can’t be reached through digitalmarketing, which should focus on conveying current smartphone users into vivo consumers.Ø 2 new Africa markets with good Internet penetration, more marketing objectives can befulfilled accordingly.Ride on booming Internet use, grow business on digital in SEAØIndonesia & Philippines are key markets with 100 m+ populationØThough urbanization level is not high, most markets in SEA are of high Internet penetration, esp. PH, TH, MY with high smartphone use. Digital marketing shall cover all purchasejourney, from awareness to action.Region Country Population,Urbanization MobileSubscriptionsInternet Users Active SocialMedia UsersActive MobileSocial UsersSouth-east Asia Indonesia262.0M, 55%371.4M, 142%132.7 M, 51%106.0M, 40%92.0M, 35% Philippines103M, 44%129.4M, 126%60.0M, 58%60.0M, 58%54.0M, 52% Vietnam94.93M, 31%124.7M, 131%50.05M, 53%46.00M, 48%41.00M, 43% Thailand68.22M, 52%90.94M, 133%46M, 67%46M, 67%42M, 62% Myanmar54.60M, 35%50.56M, 93%14M, 26%14M, 26%13M, 24% Malaysia30.96M, 76%42.93M, 139%22M, 71%22M, 71%20M, 65% Cambodia15.95M, 21%27.60M, 173%7.16M, 45% 4.90M, 31% 4.40M, 28% Lao 6.98M, 34% 5.95M, 85% 1.8M, 26% 1.8M, 26% 1.5M, 21%Right strategy for fierce competition on digital in higher tier marketsRegion Country Population, Urbanization MobileSubscriptions Internet Users Active SocialMedia Users Active Mobile Social Users Great China Taiwan 23.46M, 78%31.10M, 133%20.64M, 84%19.00M,81% 17.00M, 72%Hong Kong 7.37M, 100%12.18M, 165% 6.26M, 85% 5.50M, 75% 4.90M, 66%SEA Singapore 5.74M, 100%8.44M, 147% 4.71M, 82% 4.40M, 77% 4.00M, 70%EuropeRussia143.4M, 74%252.9M, 176%105.3M, 73%55.9M, 39%38.5M, 27%ØTW, HK, SG are developed markets, and also influenced by Chinese culture. With basicbrand influence, Vivo should more target on competitors to get better exposure and interest to win the consumers on digital platforms.ØNewly developed Russian market, frontier of Europe, is also with high Internet use. Makingfull use of 2018 Russia FIFA is the key to open this market.Vivo Oversea Audience OverviewYong, Male, Single,Low EducationVivo Audience Persona -IndiaVivo Audience Persona -IndonesiaVivo Audience Persona -ThailandInsights SummaryØDigital marketing covers whole marketing process for mid to high tier markets; Converting competitors’audience is the key objective for lower tier marketsØWith strong brand awareness in key markets, Vivo still need to trigger interest and increase desirabilityØCurrent consumers are mostly young male, female audience need to be enhancedCompetit i ve A naly si sAwareness & Market Share inKey Markets39%24%15%12%10%Brand Awareness -IndiaSamsungXiaomivivoLenovoOPPO42%24%20%9%5%Awareness -IndonesiaSamsungXiaomiOPPOvivoAdvan43%22%13%13%9%Awareness -ThailandSamsungOPPOvivoHuaweiTrueMainstream models are $100-200Model Price Galaxy J7 Prime RS 14,490Galaxy J7 Max RS 16,590Galaxy J7 Pro RS 19,500Galaxy C7 Pro RS 24,099Galaxy S8RS 44,800Galaxy S8 Plus RS 51,999Galaxy Note 8RS 58,450SAMSUNGT op Models of Key Competitors in IndiaModel Price Redmi 5A RS 4,999Redmi 4RS 6,999Redmi Y1RS 8,999Redmi Note 4RS 9,999Mi A1RS 12,999Mi Max 2RS 14,999Mi Mix 2RS 32,999XIAOMIModelPriceLenovo K8 Plus RS 8,999Lenovo K8 Note RS 12,659Lenovo P2RS 14,970Moto E4 Plus RS 9,750Moto G5S Plus RS 15,499Moto Z2 Play RS 24,999Moto Z2 PlayRS 24,999LENOVOModelPriceOppo A71RS 11,440Oppo A57RS 12,380Oppo F3RS 16,999Oppo F3 Plus RS 19,899Oppo F5RS 18,429Oppo F5 PlusRS 24,990OPPOBudget phones still take large market shareModelPriceRedmi 4A $111Redmi 4X $131Redmi Note 4$163Redmi Note 5A $110Mi A1$229XIAOMIModelPrice i5C $60i5E $ 89i5C Plus $ 99G1$113G1 Pro$133A8$185ADVANModelPrice Oppo A71$ 186Oppo A57$ 196Oppo F3$ 256Oppo F3 Plus $ 394Oppo F5$ 296OPPOT op Models of Key Competitors in IndonesiaModel PriceGalaxy J7 Prime $ 246Galaxy J7 Max $ 276Galaxy J7 Pro $ 315Galaxy C7 Pro $ 375Galaxy S8$ 788Galaxy S8 Plus $ 935Galaxy Note 8$ 985SAMSUNGEntry level phones drive Vivo searchGoogle Trends for Past 12-monthT op 10Country for Vivo T op25Keyword for VivoVivo IndiaPerfectCameraIPLSelfie，Camera，Celebrity EndorsementSamsung IndiaCare, CSRDo Bigger ThingsScreen, Camera, BusinessLean is the new mean Female, pretty, powerfully fast LIFE IS NOWYoung life style, Outdoor,Sports, Social Camera, Samsung paySamsung India ANTI SELFIE?．气言2行I ndon e s ia瞿蠲盲页11.. II放列表频道孺介Q .!？扂皿�ph i l i pp me s盲页视频播放列表11逼篇介Q．雪．二二M o bile T h aila n d o盲页视频撮放列表频谨讨论篇介Q瞿蠲上传的视频．全憾播放=排序方式上传的视频全部播放＝．排序方式上传的视频了全鄂擢放=口排序方式“口已，..,.叮A9Pm2016Un比血',n"”.`，同，和1"伍..,..,..,.叮Note8订0山I Ga1..,J1·u咖产吨守叮J7·叩…吨北．心H．心o,-------• NMos' . C.p<叩们叩f`｀,ml九如．．中＂讯mgm n如而“'，贮看o1`mn,，“”,”“'，加mud8u1,J缸,..'｀ummd«九4个月蔚门SustainOfficial IntroductionTVC & OfferTeaserMar 17, 2017Launch EventSamsung Galaxy S8 LaunchMar 29, 2017Apr 21, 2017May 5, 2017Jul 24, 2017Samsung Mobile Marketing Strategy ØBrand positioning high and advertise heavily on high-end product line, and sell young for entry level mass line.ØBesides direct promote products’ USP, emotional and CSR campaigns help to strengthen emotionalconnection and lift brand image.ØFor new model launch, global or regional creative contents are consistent, from teaser, introduction to launch event and TVC; localized content are ascomplementary to increase interest and desirability.XIAOMI Picture Perfect Dual CameraPhotography Night modelPowerRise to PowerOPPO Selfie Expert New SelfieExpert Capture the real you Selfie Expert and LeaderDigital Marketing Strategyfor VivoIs Selfie/ Camera still the top purchase factor for smartphones?SOCIAL, EFFICIENCY, GAMING are the top smartphone usageTHE MARKET IS EXTEMELY YOUNGXIAOMI SAMSUNGOPPO KEY MARKETS OVERVIEWINVEST ON THE FUTUREArmaan Malik VS. Ranveer SinghGoogle Trends for past 12-month2018 Digital Marketing Strategy for VivoCHOOSE YOUNGYoung & Stylish-Young Fashion icons all use Vivo, using rising young stars, e.g. Armaan Malik-Support new urban lifestyle, concert, hiking, travel etc.-Use influencers of youth, e.g. DJ CHETAS -Tell how Vivo work out theperfect devices and why it’sextraordinary, e.g.#morethanselfie-Support all people who dareto pursue extraordinary, esp.for girlsPursueExtraordinary-Always live for now, not waituntil older or richer-Finance or telecom solutionsfor youth to buy Vivo-Support latest popular eventor activities among youth, e.g.color runEnjoy NowVivo Brand ManifestoØNever stop pursuing for the best (no cheap phones shall match my standards)ØNever wait until older or rich to enjoy my life (no need to pay extra for unwantedthings)ØDare to live for now, be bold, be cool and be young! Work hard&play harder!(Vivosupport all your dreams coming true)2018BIG EVENT STRATEGY -FIFA1.Lift global brand awareness and build global leading brand image2.Strengthen spiritual connection between brand and sport to foster brand lover3.Win soccer fans‘ attention and interest to boost vivo business Q1Q2Q3Q4Objective Tempo & PeriodWARM-UP JAN -MAYBIG LAUNCH JUNE-JULYSUSTAINING AUG -SEPPROMOTION OCT -DECKey ContentsDigital Platforms-Branding Ads -Onlineengagement campaign-Special edition model & offline promotionFB，IG，YouTube，KOLFB，IG，YouTube，Portal (e.g. UC for IN,ID )FB，IG，YouTube，KOLFB，IG，YouTube-Content projects related to FIFA on TV／Digital-Vivo x FIFA 2018 mentions in regular branding ads-Social topics around soccer & vivo-Offline store activities-Branding &conversion ads -Viral videos for storytelling and evoke social topics-Offline promo-Conversion Ads to promote older model discounts -Seasonal digital campaign to bring more EC businessTEASER LAUNCH POST-LAUNCH SUSTAINObjective Forecast new modellaunch event Maximize new modelexposure and topicsAdvertise SPEC& USP to boostsellIncrease desire tonew model toreach sales peakKey ContentsMeasure of success-Launch event andsocial live broadcast-Branding Ads for thebig day and followingopen order-Viral or emotionalvideo to attract eyeballPeople are interestedin youOnline buzz & searchPeople realized yournew modelExposure, Ads/product recallPeople feel theirphones are oldand yours isbetterOnline rating &searchPeople loves theexperience youbrings and feel loveto your brandProduct sales andBrand reputation -Official teaser videoand count downs forpre-order-Leak content tomedia or influencer-event or topicmarketing to createtalkability-Branding Adsto sell spec andUSP-Editorial andIWOM spread-Influencercontent-Branding &conversion adsthrough storytellingto resonate targets-Social engagementcampaigns to sharereal expereice 2018BIG EVENT STRATEGYNEW MODEL LAUNCH2018 CNY Campaign PlanningTHANKS!。