Brief Recap1.Promote consistent global brand image for vivo on digital platforms, and enhance vivo online influence, aiming at a global leading brand2.Annual digital strategy and own media content planning 3.Annual big event/campaign planning4.Guidelines and creative materials support for each market based on different development status
PART01Oversea Markets & TA AnalysisPART02Competitive AnalysisPART03Digital Marketing Strategy for VivoContentPART042018 CNYCampaign PlanningPART05About USPART06Case Sharing
Vivo Oversea Markets OverviewIndiaPakistanBangladeshNepalSri LankaMyanmarPhilippinesThailandMalaysiaVietnamSingaporeLaoIndonesiaCambodiaTaiwanHong KongRussiaMoroccoKenya
Proper digital marketing objectives should be set for lower tier marketsRegionCountryPopulation, UrbanizationMobile SubscriptionsInternet UsersActive SocialMedia UsersActive Mobile Social UsersSouthAsiaIndia1,335 M, 33%1,059 M, 79%462 M, 35%191 M, 14%167 M, 13%Pakistan194.8 M, 39%140.2 M, 72%35.1 M, 18%31.0 M, 16%28.0 M, 14%Bangladesh 163.9 M, 35%120.5 M, 74%63.3 M, 39%26.0 M, 16%22.0 M, 13%Nepal29.02 M, 19%31.55 M, 109%14.12 M, 49%7.10 M, 24%6.60 M, 23%Sri Lanka20.86 M, 18%26.36 M, 126%6.26 M, 30%4.90 M, 23%4.20 M, 20%AfricaKenya47.86 M, 26%39.22 M, 82%31.99 M, 67%6.7 M, 14%6.0 M, 13%Morocco35.03 M, 61%43.31 M, 124%20.21 M, 58%14.00 M, 40%13.00 M, 37%Ø3 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.Ø2 new Africa markets with good Internet penetration, more marketing objectives can be fulfilled accordingly.Source: digital in 2017 report by wearesocial
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 purchase journey, from awareness to action.RegionCountryPopulation, UrbanizationMobile SubscriptionsInternet UsersActive SocialMedia UsersActive Mobile Social UsersSouth-eastAsiaIndonesia262.0 M, 55%371.4 M, 142%132.7 M, 51%106.0 M, 40%92.0 M, 35%Philippines103 M, 44%129.4 M, 126%60.0 M, 58%60.0 M, 58%54.0 M, 52%Vietnam94.93 M, 31%124.7 M, 131%50.05 M, 53%46.00 M, 48%41.00 M, 43%Thailand68.22 M, 52%90.94 M, 133%46 M, 67%46 M, 67%42 M, 62%Myanmar54.60 M, 35%50.56 M, 93%14 M, 26%14 M, 26%13 M, 24%Malaysia30.96 M, 76%42.93 M, 139%22 M, 71%22 M, 71%20 M, 65%Cambodia15.95 M, 21%27.60 M, 173%7.16 M, 45%4.90 M, 31%4.40 M, 28%Lao6.98 M, 34%5.95 M, 85%1.8 M, 26%1.8 M, 26%1.5 M, 21%Source: digital in 2017 report by wearesocial
Right strategy for fierce competition on digital in higher tier markets RegionCountryPopulation, UrbanizationMobile SubscriptionsInternet UsersActive SocialMedia UsersAc...
