Vivo 维沃 2018 海外社交媒体 数字营销方案

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 Recap

1.Promote consistent global brand image for vivo on digital platforms, and

enhance vivo online influence, aiming at a global leading brand

2.Annual digital strategy and own media content planning

3.Annual big event/campaign planning

4.Guidelines and creative materials support for each market based on different

development status

PART01 Oversea Markets & TA Analysis

PART02 Competitive Analysis PART03

Digital Marketing Strategy for Vivo

Content PART04

2018 CNY

Campaign Planning

PART05

About US

PART06

Case Sharing

Oversea Markets & T arget Audience Analysis

Vivo Oversea Markets

Overview

India Pakistan

Bangladesh

Nepal Sri Lanka

Myanmar Philippines Thailand Malaysia Vietnam Singapore Lao

Indonesia

Cambodia

Taiwan

Hong Kong

Russia

Morocco

Kenya

Proper digital marketing objectives should be set for lower tier markets

Region Country Population, Urbanization Mobile

Subscriptions Internet Users Active Social

Media Users Active Mobile Social Users South Asia

India 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 Lanka

20.86 M, 18%26.36 M, 126% 6.26M, 30% 4.90M, 23% 4.20 M, 20%Africa

Kenya 47.86M, 26%39.22M, 82%31.99M, 67% 6.7M, 14% 6.0M, 13%Morocco

35.03M, 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 than

40% Internet penetration. A majority consumers can’t be reached through digital

marketing, which should focus on conveying current smartphone users into vivo consumers.Ø 2 new Africa markets with good Internet penetration, more marketing objectives can be

fulfilled accordingly.

Ride on booming Internet use, grow business on digital in SEA

ØIndonesia & Philippines are key markets with 100 m+ population

ØThough 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 purchase

journey, from awareness to action.

Region Country Population,

Urbanization Mobile

Subscriptions

Internet Users Active Social

Media Users

Active Mobile

Social Users

South-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%