Corporate Strategy Business model MBA Product management

1. VIVO X-FLIP
PROUDUCT STRATEGY FOR INDIAN MARKET

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
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. [CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
[CELLRANGE]
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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
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
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
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
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
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
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
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
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
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
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
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. THANK YOU
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