Target Market, Competition and Marketing Mix Assignment

Marketing
Assignment 2- Target Market, Competition and Marketing Mix Assignment
3/19/2019

Marketing 1
Contents
Introduction......................................................................................................................................1
Target Market..................................................................................................................................2
Competition.....................................................................................................................................3
Objectives........................................................................................................................................4
Marketing mix.................................................................................................................................5
Product strategy...........................................................................................................................5
Pricing strategy............................................................................................................................7
Place/ Distribution strategy..........................................................................................................8
Promotion strategy.......................................................................................................................8
Conclusion.....................................................................................................................................11
References......................................................................................................................................12

Marketing 2
Introduction
In the present competitive world, many companies are performing their business operations in
offering the smart phones to the customers. The smartphone industry is booming in the Indian
market as these gadgets are considered as essential part of human life. Vivo is well-known
Chinese company that was established in the year 2000. The company is considered as another
Chinese smartphone company who entered in India within 2-3 years. In the market, the company
might deal with the different challenges, which will be identified and evaluated, in this report.
The aim of the report is to explore marketing concepts and challenges based on the Vivo mobile
phones in India. This assignment will be built on the previous task that includes the situation
analysis of the company that help in making the effective strategies after analysing the marketing
challenges. The major concepts that are discussed in the report include target market,
competition that is faced by company and marketing mix strategy that is formed by company.
The strategies of marketing mix are majorly formulated by the Vivo mobile with the motive to
deal with the challenges in the Indian market.

Marketing 3
Target Market
Target market is a group of consumers at which the product or service is majorly aimed by the
company. The customers of the company are people with all segments because smartphones are
used by everyone in Indian market (Armstrong, Adam, Denize & Kotler, 2014). Vivo Company
makes use of multi-segment targeting strategy with the help of which the company can target
different segments in the market.
 Demographic segmentation: - Vivo Company targets the customers based on
demographic segmentation, which is done bases of income, age, gender, and many others
(Baker, 2014). The below given table show that company target different demographic
customers in the Indian Market according to their product model. In addition to this, the
company targets the people with middle to high-income group.
Age Occupation Model
18-30 years Less than 10,000 Y11, Y15, Y22, Y28
22-30 years 10K-20K Y28, X3S
26-35 years 15K-25K X3S, XSHOT
30-40 years 25-40K XSHOT, X5MAX, X5MAX
PRO
Psychographic segmentation: - This segmentation is also targeted by the company as it
involved the segmentation of market on basis of values, interests, and lifestyle of the people. In
the Indian market, the people have the lifestyle to make use of smartphone and to purchase