MARKETING MANAGEMENT – 1

COURSE PROJECT REPORT

On

ONE PLUS
MARKET ANALYSIS AND MARKETING STRATEGY

BY

Aman Kumar Singh (B18007)

Chetan R. Harithas (B18019)
Muthahammil Mohammed Sardar (B18031)
Sahil Kumar (B18043)
Trisha Chakraborty (B18055)
OnePlus – Market Analysis
“India has the fastest-growing smartphone market in the world, accounting for 27.5 million
devices sold in the second quarter of 2016, up 17 percent from the previous quarter,
according to IDC. Mobile subscriptions are expected to hit 1.4 billion by 2021, according to
the Ericsson Mobility Report”. (Taylor, H 2016, September 21). The world is looking at India as
an emerging market that is leapfrogging ahead at an unprecedented pace and showing
tremendous potential for innovation along the way. These trends have not escaped the notice
of global OEMs who are relentlessly scrambling for a greater share of the price and feature-
sensitive market. A large part of this battle, especially in the budget segments, is being
contested online.
It is no surprise that growth in demand for smartphones is concomitant with growth in
internet penetration and hence greater accessibility to mobile data services at affordable
rates. Experts have also gone so far as to say that India is the next China in terms of both value
chain and volume sales. “India currently has a smartphone user base of over 300 million, with
smartphones entering Tier III and IV cities, due to the availability of more suitably priced
models. India's mobile phone subscriber base has reached the one billion users' mark,
according to data released recently by the Telecom Regulatory Authority of India (TRAI),
country's telecom regulator.” (India to lead as mobile penetration globally to hit 70pc by 2022:
Forrester. n.d. Retrieved August 8)

If we carefully observe the key market drivers underlying these expansionary trends, we will
arrive at several answers to the question of factors influencing the needs and behaviours of
smartphone consumers across companies. Rising affluence and disposable income, changes
in lifestyle preferences, social media subscriptions, number of double income families,
spending propensity on gadgets or electronics and exposure to global brands and
technologies are just some of the economic variables affecting the demand-side of the sector
under consideration. There are other demographic variables which explain differences in
smartphone adoption rates across geographies, socio-economic classes and even finer
classifications such as working professionals. These have been explained in further detail in
the course of our analysis.
In this fiercely competitive environment, the conventional approach to marketing challenges
seems logical. We can begin by identifying the segment markets to be served and then
evaluating how OnePlus has differentiated and positioned itself in the market vis-à-vis
competitors. The smartphone market, from a manufacturer or seller’s point of view, can be
sliced primarily on the basis of either operating systems (Android, Apple, Windows etc) or
distribution channels which play a major role in determining their marketing success (original
equipment manufacturers, retailers, online channels such as e-commerce). Leveraging the e-
commerce medium effectively is expected to be the game-changer in the coming years, as it
is already driving visibility and outreach over and above sales and growth metrics. This is
particularly relevant in case of OnePlus, given that even after opening experience stores in
India it has always maintained its online-only branding. The company has often publicly said
that it is open to being an “omni-channel venture” while still preserving its core strategy of
focusing on selling through Amazon and its own e-commerce platform.
If we briefly look back at the history and evolution of the OnePlus phones, we realise that the
Shenzhen-based Chinese smartphone manufacturer founded by Pete Lau and Carl Pei (2013)
has been around for more than four years now and continues to make technologically sound
phones for affordable segments in 34 countries and regions around the world. The models
launched so far are OnePlus 1, OnePlus 2, OnePlus X, OnePlus 3T, OnePlus 5, OnePlus 5T and
OnePlus 6, each essentially promising the OnePlus USP combination of “high-end specs and
mid-range pricing”. There were pitfalls along the journey like the restrictive invite system,
failed design modifications, warranty issues and lawsuits but its popularity among consumers
has hardly waned over the years and it continues to boast of high ratings and “most favourite
phone of the year”. The company has become synonymous with certain taglines and
catchphrases over the years like “Never Settle”, “Smash the Past”, “Flagship Killer” etc.
While the overall purpose of this report is to broadly analyse OnePlus’s marketing channels
and strategy, its direct and indirect competition, the micro and macro environment that it is
a part of, the primary focus of the report is the consumer’s side of the story. Therefore, we
shall proceed to lend some background and context to the marketability of the OnePlus brand
and its products and then connect the dots to make sense of the consumer responses and the
remarkable customer loyalty that the brand commands. If we begin by analysing the micro
environment in which OnePlus has carved a niche for itself, there are four major stakeholders.
The consumers, the competitors, the suppliers and the company itself. It is equally imperative
to have well-managed relationships or mutually beneficial partnerships (as the case may be)
with each of these internal and external stakeholders.
The key partners of OnePlus are parts suppliers and manufacturers, wholesale suppliers and
distributors, online marketplaces such as Amazon, Alibaba, HKTDC, Global sources etc. The
CEO of OnePlus has repeatedly said that instead of working with retailers and physically
selling the phone like the leading players such as Samsung, HTC or Nokia, OnePlus is more
focused towards online marketing and service. Rather than pumping huge amounts of money
into the marketing budget, they are channelling online community conversations and
customer-generated goodwill. As opposed to partnering with conventional retailers, they
focus their resources on selling the device online. This hasn't really been considered before
but the CEO has said,” We are comfortable not making money on our devices for the first two
years to build the brand and gain people's trust that a great and reasonably priced product
can be bought online."
The other micro-environmental factors will be covered under competition and consumer
behaviour respectively. However, it is important to understand the need and nature of the
market it is catering to, before we can draw any definite conclusions from the consumer
interviews or from the way OnePlus has differentiated its offering from that of competitors.
Phones have progressed from being a luxury to a necessity, a rarity to a commonplace device.
The basic need of purchasing and owning a phone is no longer making calls or sending text
messages. It is a multi-layered demand structure in today’s society. Consumers want to
network on social media, they want to take good photos and listen to good music. They want
to explore new apps everyday. They want exposure to new gaming and video content. Hence
only a multi-layered offering can meet their expectations and create long-term satisfaction to
keep them coming back for an upgraded model. This offering must be tailored to tastes as
well as willingness to spend. This is the formula that OnePlus has got absolutely right from
the very first launch and communicated effectively in their messaging.

Understanding consumer behavior - Interviews

Customer interviews were conducted to analyse and gain some insights into consumer
behaviour regarding the chosen product. Three consumers of OnePlus phones were
interviewed in detail regarding the situation and the factors that led them to the purchase of
the OnePlus device. All three of the consumers were young (21 to 24) graduate students. All
three consumers had a mid to high budget compared with market standards and were mostly
looking to get the most value out of their money. Each of these consumers were ones who
had made repeat purchases of OnePlus phones and the discussion involved analysis of what
made consumers purchase their first OnePlus and also why they stuck with the brand.

Triggers of purchase
“A Trigger is an event that causes a buyer to have a clear need, which usually converts into a
sense of purpose and urgency in their buying process.” (Skok, D. 2012, January 11)
The need here in each one of these cases was the need to have a phone, a smartphone in
particular. The trigger in each one of these cases was the general norm and social practice of
purchasing a new phone after graduating from high school. This seems to be the most
common trigger for the purchase of phones at among consumers in this age range. The trigger
for the second purchase was a result of the old phones having lost their value to the
consumers and also change in consumer expectations due to change in what was considered
standard in the industry at the time.

The purchase process

Once the consumers had decided to fulfil their need, i.e. decided to buy a phone, the first
stage that followed was researching the market for the best available option. Now in this case
for some of the consumers the research and budget decisions were separate and made before
the research for a product while for some others it wasn’t so. Most of them however had a
budget of about 30k for their first purchases and about 40k for their second ones. Considering
that these consumers did not have their own income at the time. One of the major influences
at this stage of setting the budget was from the parents of the individuals. However, during
the second purchase (when they had their own income) it seemed to be largely an internal
decision with each person weighing the value provided by each phone against the price.

The product research and evaluation of alternatives stage is the one where consumers spent
the most amount of time. This stage involved researching the various alternatives available,
given then budget constraints. Most of the consumers started with information from online
sources in order to look at the features and specifications of each phone and evaluate it on
their own. This then led to them shortlisting a bunch of alternatives that they liked based on
their criteria. Although these criteria seemed to mostly overlap between the consumers
(features like camera, ram, display, storage, operating system, price etc.) the and weight of
these criteria were different for different consumers. For one camera and display were the
most important factors while for another the operating system and the phones performance
in multi-tasking were of importance. In this stage the consumers sought advice from other
who had either used the phone or were considered experts in the field. Reviews posted by
‘Tech YouTubers’ were one of the most common sources of expert advice. These videos
offered the consumers the information they desired in a comprehensive and convenient
manner. Negative opinions or regarding the high weightage criteria here usually led to an
immediate rejection of one the considered alternatives. The consumers also consulted their
peers and friends before making their purchases. The input sought in this case was a real-life
experience of using the phone from a trusted source. A good review on both fronts and self-
evaluation almost always led to the decision to purchase the phone. Consumers usually spent
about 2 to 3 weeks on this stage.

After the careful research and the alternatives of all the alternatives the consumers have
finally made the decision to purchase a OnePlus phone, this is the next stage in the purchase
process. This stage typically lasts a short duration, however during the initial purchases from
OnePlus it was not so. During this stage the input sought were knowledge of the best source
to purchase the phone and the source was the internet and friends. During the first purchase
of the OnePlus phone, buying a phone required a consumer to have an invite to buy it.
Therefore, this step involved two things – Obtaining an invite and then making the actual
purchase. Obtaining an invite to buy the phones usually took consumers a couple of weeks
and another week to get the phone. Not only did the consumers have to wait weeks, the
company really made their consumers work for it! The second time around, this was not the
case. The phone was made available on popular e-retail sites along with their own website
and reached consumers in a few days.

Post-Purchase and Repeat Purchase

All the three consumers were very happy with their purchases and the performance of the
product. All three of them expressed how the phones had met their expectations well and
had exceeded them in some aspects that all of them went on the purchase another phone
from OnePlus the next time they were in the market for a phone.
Consumers strongly believed that the phone had delivered the value that it had promised and
when they needed to purchase anther phone a OnePlus was their first consideration. OnePlus
was a company that started its campaign by stating that they were a company that listened
to the consumer’s need and delivered what the consumers wanted. They displayed their
commitment to this fact when they added a headphone jack to their latest flagship OnePlus
6 because the consumers on the forum asked for it. This only reinforced the loyalty of the
consumers in the brand.

Macro Environment Factors Affecting the Oneplus Market

Political
Political factors are one of the most important factors affecting the mobile phone industry. IT
has a major role to play right from the setting up of a company, its sustenance, market
expansion and growth. The political scenario in a country is a deciding factor for foreign
companies to invest in a country. If a region is facing political unrest like any other industry it
also affects the mobile phone industry of which Oneplus is a part of.
Government policies have a huge impact on the growth of mobile phone sales. Current
government policies have been a boost to smart phones including Oneplus. The government
policies of “Digital India” and “Make in India” have hiked mobile sales in India. The
government’s plan of using smart phone penetration for contributing to the social and economic
development in India is definitely a market opportunity for one plus. Indian government’s
mission of digital inclusion of unconnected population through smart phone also adds to the
possible market expansion.
The government envisages a future digital India with all major information sharing, financial
transactions, government schemes to be rolled out through digital platforms. With 66% of 1.3
billion Indians yet to use a mobile phone and with only 36% of the mobile phone users using
smart phones, Oneplus has a great market opportunity to expand its share in the market.
(Smartphone penetration in India 2014-2019. n.d. Retrieved August 8, 2018)

Legal
The mobile industry is often impacted with legal issues. Company laws, patent laws, labour
laws, trade laws etc affects the mobile industry. Company’s often get into legal battles with
competitors and customers. In a fast-paced technology industry patent right issues happen and
most of the time leads to long court battles. This will have an adverse impact on the reputation
of the company.
One plus had a legal battle with Micromax over distribution rights of commercial version of
the Cyanogen operating system. One plus initially had a no exclusive agreement to use
Cyanogen software on one plus devices. But later despite One plus having non-exclusive right
to deal in the country, Cyanogen got into an exclusive agreement with Micromax, terminating
their agreement with Oneplus. This lead to apprehension among customers that Oneplus won’t
be available to provide software upgradation and support for Oneplus one. Oneplus filed a suit.
But later the issue was settled and it was decided that Oneplus users will continue getting
updates and support.

Economic
Factors like interest rates, taxes, inflation, market conditions etc affect the mobile industry. The
economic factors are the major factors which decide the pricing of a product. With the
introduction of GST, the prices of mobile phones have raised. The GST tax slab on mobile
phones is 12%. This has affected the sales of smart phones. The demonetisation of Rs 500 and
Rs 100 notes in India have also affected the mobile sales.
We can also see that the price of smart phones has significantly reduced because of the
increased competition in the market with majority of the smartphones being produced at low
price in China.

Socio-cultural
The increased use of social media is shifting the socio-cultural dynamics of the country. This
paradigm shift is largely facilitated by the smartphones. With internet getting cheaper and
faster, people are using the virtual world for interaction and information exchange. But still
66% of Indian population is yet to use a mobile phone due to economic backwardness arising
from socio- cultural framework.
Additionally, in particular societies specific brand of smartphone is considered as status symbol
as it gives a premier feeling to the user. Also, durability of smartphone is a criterion common
in the Indian society unlike many foreign countries where a smartphone is used for a year or
until the newer version is released.

Technological
Mobile phone technology is getting updated at a very fast pace. Mobile companies have to
catch up with the technology or else they will be pushed out from the market by the competitors.
Nokia is a good example. The development in open source operating system platforms have
enable usage of various features in the mobile phone such that the phones have shifted into
mini computers. The advancement in the user-friendly apps have become very popular such
that their desktop versions are being used only to a very little extend.
Wireless charging technology, e-watches and other development in mobile phone accessories
have boosted the sales of smart phones. One of the major concerns of the customers are about
battery backup and the phone heating. All mobile phone manufacturers have been working on
this front to provide better customer value. A manufacturing company needs to always have to
constantly try to innovate the product to stay in the market.

Regulatory
Regulations affecting the cost will eventually affect he pricing. The government regulation of
customs duty will affect the import of smartphones which are mostly imported from China.
Government regulation in manufacturing sector also affects the mobile manufacturing in Inida.
Smartphones have evolved to be media in itself, with people preferring information exchange
through mobile phones as a platform and as well as source of information. People also store
their personal information including bank account details in phone. Considering the large
amount of data passing through the phone there are regulatory requirements to monitor the
privacy and security of data. Since most of the mobile phones are manufactured in China,
mobile phones are required to share their data security protocol with the government
(www.ETTelecom.com. n.d. Oppo: Complying with India rules and regulations, user data safe - ET
Telecom. Retrieved August 8, 2018,)

Demographic
There are various demographic factors affecting the purchase of smart phones are age, gender,
education, Income level, profession, societal image, geographic location etc. Customers from
different age group have different uses and expectation from smartphones which decide their
purchase behaviour. It was the younger generation who popularised smartphones. Now
smartphones are used across different age groups and the boundary of consumer differentiation
by age group is getting thinner. Younger generation also makes maximum use of the features
in the phone and research on various aspects of the phone before purchase compared to older
generation.
Income level is another factor. Customers purchases smartphones based on their income level.
So, it is important to have different smartphone models in different price range. Also, the usage
cycle of a particular model also needs to be considered as there are customers who renew their
phone once a new model is released. Another factor is geographic factor, the smartphone
penetration is different in urban and rural area. With connectivity of mobile network operators
expanding to rural, the smartphone sales is also increasing in the rural area. But Since one plus
phones are sold only through online platform, it is at a comparative disadvantage considering
other players in the market.

International
Due to globalisation and liberal economic policies, combined with the market edge and pricing,
international brands like Apple and Samsung is dominating Indian market. International
players have made the market very competitive which results in reduced prices. Indian
government is inviting companies to manufacture in India through its “make in India”
initiative.

Ecological (natural environment)

The increased use of mobile phones has resulted in huge generation of e-waste. The mobile
phone technology is changing so rapidly that in very short time previous technology becomes
obsolete, resulting in people discarding the mobile phones and generating e-waste. There are
customer segments who are concerned of environment and this customer segmented can be
targeted by providing an option for old phone exchange, which results in more customer
satisfaction. Also, the manufacturing of mobile phones adds to the carbon footprint resulting
in global climatic change. It’s highly possible to have future government policies asking the
mobile phone manufacturers to find methods for disposal or recycling of old mobile phones.
In long term, if companies don’t follow sustainable practices, it might result in global warming
and other climatic changes which will affect the supply chain and other business activities.
(PESTLE analysis of Nokia. n.d. Retrieved August 8, 2018,)

Competition for OnePlus – Direct and Indirect

The Smartphones companies, like all others, have some form of direct competition and some
form of indirect competition that they face from the market. Direct competitors for
smartphone brands would be other smartphone brands, especially the models that offer
similar price range whereas other electronic devices which can be used as a substitute for
mobile phones such as tablets, cameras for taking photos, landline phones are some of the
indirect competitors.
There is no denying the fact that the smartphone market in India, especially in the last few
years has become extremely competitive with players such as Xiaomi, Motorola, Lenovo,
Huawei etc. launching series of smartphones with specifications and budgets appealing to
almost all sections of the society. For e.g. Xiaomi has smartphones
1ranging from as low as INR 5,999 (Redmi 4A with specifications such as 3 GB RAM, Quad-
core processor and 13 MP rear camera) to INR 29,999 (Mi Mix 2 that flaunts impressive 6 GB
RAM, octa-core processor and 3400 mAH battery) and it also has Redmi Note phones that
appeal to people having a budget of INR 10,000 to INR 15,000.
Talking of the company in question i.e. OnePlus, it began with smartphone that costed INR
22,999 (OnePlus One) and has been keen on launching new flagship phones in the same series
i.e. OnePlus 2, OnePlus 3, OnePlus 5, OnePlus 5T and OnePlus 6, with price increasing with
each model. There has been a single exception wherein OnePlus also launched a mid-range
phone, OnePlus X with price tag of INR 16,999
However, the only available smartphone of OnePlus, available for purchase currently is the
latest flagship model, OnePlus 6 that costs INR 34,999 for 6 GB variant and INR 39,999 for 8
GB variant. So, it is pretty evident that OnePlus’s direct competitors in India are the high-end
smartphones or in other words, flagship devices. OnePlus does not directly compete with mid-
range or low range smartphones i.e. those under the price of INR 20,000, although these
smartphones do act as indirect competition to OnePlus as people sometimes hold on their
purchase for flagship high-end devices and settle with these mid-range smartphones as these
smartphones also offer a wide variety of specifications with 3 GB RAM, being the industry
norm these days.
2Asper International Data Corporation’s Quarterly Mobile Phone tracker data, below are the
market shares of Smartphone companies in India in 2018Q1,

Xiaomi 30.3%
Samsung 25.1%
OPPO (OnePlus is its subsidiary) 7.4%
Vivo 6.7%
Transsion 4.6%
Others 25.9%

This shows that the maximum competition that OnePlus faces is from Samsung and Xiaomi
wherein flagship devices of such as Xiaomi’s Mi Mix, Mi Mix 2 and Samsung’s Galaxy Note 8
and S8, A8 are some of the direct major competitors as these smartphones offer similar
specifications as those of OnePlus 6. Samsung and Xiaomi also announced price cuts3 on these
devices to take on the latest OnePlus flagship. However, in the premium online smartphone
market (>INR 30,000), OnePlus leads and enjoys dominance with 40% market share3, followed
by Samsung with 34% and Apple with 14%. Huawei (P20), Vivo (X21), Nokia HMD (Nokia 8
Sirocco) and LG (V30 Plus) are some of the other premium smartphones that have been
popular in the similar price segment.
Taking of the indirect competition, we have feature phones, tablets, cameras, landline phones
etc.
When we speak of cameras as indirect competition, it consists of customers who are looking
for a very high quality camera phone i.e. their highest priority is a good camera. So, instead
of spending INR 34,999 on buying OnePlus 6, they sometimes can choose to buy a mid-range
mobile phone in range of INR 10,000- INR 15,000 and couple it with purchase of a DSLR
camera in INR 20,000-INR 25,000 range. Thus, various major camera brands such as Canon,
Nikon that provide DSLR Cameras are a form of indirect competition for OnePlus’s flagship
device in India.
On the other hand, feature phones and tablets are an indirect form of competition in the
sense that they provide the same basic functionality as OnePlus 6 does i.e. calling. So, again
customers might choose to keep a feature phone/landline and avail other service provided
by OnePlus such as social media access, photo-clicking etc. via other gadgets such as Laptops,
PC, and camera and so on.
Other than that, tablets are also indirect competition for OnePlus as some people usually
prefer to keep tablets and even use it for calling purposes or instead keep a feature phone
and a tablet. Lenovo, Samsung and Datawind lead the tablet market in India with 23%, 21%
and 16% market share5 respectively in Q1 2018.
Industry View
The smartphone market is a growing market in India. The number of smartphone users is
expected to hit 337 million by the end of 2018 (Tripathi, P. (2018, June 26). Smartphone Users In
India 2018: 16% YoY Growth Is The Highest In The World). The chart below shoes the steady
growth in smartphone sales from 2013 and also the projected growth by the end of 2020.

Series 2013 2014 2015 2016 2017 2018F 2019F

name
 Mobile 11,077.00 14,452.00 15,897.20 18,059.22 19,919.32 21,712.06 23,079.92
handset
sales
Smartphone 7,650.00 11,346.00 13,388.28 15,811.56 18,009.37 20,008.40 21,569.06
sales
Percentage 40.8501095 43.980153 45.7164438 46.6820073 47.482183 47.958244 48.3080689

The above figures show the sales figures measured across a period of 7 years , from 31-Dec-
2013 to 31-Dec-2020. The figures for the years 2018,2019 are predicted future scores after
analysing the growth figures of 5 previous years. All figures measured are in USD Million.The
figure has been shown by the graph below. Please note that the mobile handset includes both
smartphones and feature phones.

Smartphone Sales
25,000.00

20,000.00

15,000.00

10,000.00

5,000.00

0.00
2013 2014 2015 2016 2017 2018F 2019F

The graph shows a continuous growth in the smartphone sales figures in India from 2013 to
2019. This thus shows us that smartphones in India is a growing market worth investing in.
Another figure worth paying attention are the percentage of smartphone sales . There is a
steady growth in the figures as seen from the figures , from a 40% in 2013 to 47% in 2017.
Although the growth projections are less for the next 2 years (to 48% in 2019) , the market
remains open for more penetration.
Market View
According to the figures by IDC (International Data Corporation) , the Indian smartphone
market saw its best ever start to fiscal year as it saw shipment of 30 million units in 2018
Q1[2].This is in compliance with the previous growth trend of 11% per year. This can also be
marked by the fact that the feature phones market grew by 48% from the last year ( Hussain,
S. (2018, May 14). The India smartphone market starts the year 2018 with its strongest ever first
quarter shipments, says IDC).

The overall market was dominated by Xiaomi , which recently surpassed Samsung as India’s
highest smartphone seller. Various other companies have entered the market using the online
channel , the most noticeable being Honor and 10.or. Due to these factors , the online channel
saw a growth to 36% from 34% from the last quarter (Hussain, S. (2018, May 14). The India
smartphone market starts the year 2018 with its strongest ever first quarter shipments, says IDC).

In the ultra high end segment , a strong growth of 68% was observed , mainly due to
Samsung’s galaxy S9 series , and thus Samsung leads this segment with a strong 77% market
share (Hussain, S. (2018, May 14). The India smartphone market starts the year 2018 with its
strongest ever first quarter shipments, says IDC). The market in this segment is highly
consolidated with a few players like Samsung, Apple and Google offering products and
Samsung dominating the overall market.
In the high end segment, OnePlus , owing to the release of its new model Oneplus 6, continues
to lead the market with a 50% share .
The market share of each of the top 5 companies in the Smartphone segment is given below:

It should be noted that these are just the figures for the top 5 companies , the others section
(25.9%) is highly fragmented with companies like Lava, Karbonn, Micromax all having a part
of it. The HHI for the above market is 2339.72 , hence would be considered a moderately
dominated market, although keeping in mind the discrepancies in the data , the market can
be called as weakly concentrated.
The Indian smartphone scenario opens a lot of space for increase in penetration. Currently ,
Chinese smartphone makers are dominantly using the online channels to sell their phones ,
but in tier-2 and tier-3 cities , the market is dominated by offline selling channels. Xiaomi has
ventured more into the offline and retail channel and with the advent of cheap internet
services and lower prices of data, smartphones have become an exciting option for a lot of
the Indian population.

Honor – The new competition

Honor is a subsidiary of Huawei and was established in 2013. Huawei has launched several
honor phones since then, in different budgets, just like Xiaomi, to cater to the growing
smartphone needs of all the segments of Indian consumers. There are smartphones of this
brand with price as low as less than Rs 7,000 to as high as more than Rs 30,000. However, the
latest flagship device of Honor that directly competes against Oneplus 6 is ‘Honor 10’, which
was launched in May 2018 at a price of Rs 35,999 and now offered at Rs 32,999 and sold
exclusively on online e-commerce portal, Flipkart.com.
This phone positions itself as a high end Artificial intelligence equipped phone with a camera
that is as good as a DSLR. The brand’s positioning statement for this phone is ‘AI Camera
Phone with Dual Lens Camera’. Honor 10 competes head-to-head against the flagship device
of Oneplus. The comparison in the specifications has been shown below:

Key
Honor 10 OnePlus 6
Specifications

5.84-inch FullView LCD Display,

Display 6.28-inch AMOLED 19:9 ratio
19:9 aspect ratio

Screen
2,280 x 1080 resolution FHD+ 2280×1080 pixels
Resolution

Operating Android 8.1 Oreo

Android 8.1 Oreo with OxygenOS
System EMUI 8.1

Processor Octa-core, 10nm Octa-core, Up to 2.8GHz

(2.36Ghz quad + 1.8Ghz quad)

Chipset HiSilicon Kirin 970 Snapdragon 845

GPU Mali G72 MP-12 Adreno 630

RAM 4GB/6GB 6GB/8GB

Internal
64GB/128GB 64GB/128GB/256GB
Storage

Expandable
No No
Storage

Dual: 16MP, f/1.8 aperture + Dual: 16 MP (f/1.7, 1.22µm, gyro-

Primary
24MP, f/1.8 aperture, EIS, OIS) + 20 MP (f/1.7, 1.0µm),
Camera
monochrome PDAF, dual-LED flash
 Secondary 16 MP (f/2.0, 25mm, 1/3″, 1.0µm),
24MP, f/2.0 aperture
Camera gyro-EIS, Auto HDR, 1080p

Video 2160p@30/60fps,
4K video@30fps, 1080p@30fps
Recording 1080p@30/60/240fps

Battery 3,400 mAh 3,300 mAh

4G VoLTE Yes Yes

Dimensions 149.6 x 71.2 x 7.7mm 155.7 x 75.4 x 7.8 mm

Weight 153 g 177 g

Water
No Yes
Resistant

Dual SIM (Nano-SIM, dual stand-

Sim Card Type Dual nano SIM
by)

6GB/64GB- Rs. 34,999

6GB/128GB- Rs. 39,999
Price 6GB/128GB- Rs. 32,999

8GB/256GB- Rs. 43,999

As can be observed from the above table, both the phones compete well against each other
with Honor 10 being lighter, offering better camera as compared to Oneplus 6 which has
bigger screen size and more RAM.

Samsung- The former premium segment leader

Samsung is a household name when it comes to mobile phones. People trust the brand heavily
and buy its latest flagships time to time. Just like Xiaomi and Honor, Samsung also has mobile
phones at low prices and high prices both. However, it has led the premium segment before
Oneplus took over.
Samsung Galaxy S series poses direct competition to Oneplus 6. The closest device to Oneplus
6 is ‘Samsung Galaxy S9’ that was released in February 2018. However, the price of Galaxy S9
is far more than OnePlus 6. While it takes Rs 34,999 to get hands on a Oneplus 6, it requires
Rs 57,900 to clinch a Galaxy S9.
The primary reason behind people purchasing Samsung is the brand name that Samsung has
developed over the years. However, Oneplus has now also positioned itself it as very reliable
brand and thus even the high income people do not feel lack of status-quo in purchasing
Oneplus over Samsung. This seems to be a big reason behind Oneplus displacing Samsung
from the top position in premium smartphone segment.
The major differentiators in specifications of these two devices are:
Galaxy S9 enjoys a higher pixel density of 568 ppi as opposed to 402 ppi for Oneplus 6, a better
sreen resolution, expandable memory, lighter weight. On the other hand, Oneplus 6 offers a
bigger screen size, more RAM, lesser thickness and cameras with better resolution.
Thus, Oneplus primarily needs to work a bit on screen of its smartphones to beat the
competition from Samsung.

Latest Market Disruptor – The Pocophone F1

Xiaomi is the current market leader in the industry and its primary targets are consumers who
spend between 5,000 to 20,000 on phone with the Xiaomi Redmi Note 4(11,000) and Redmi
4(8000 to 10000) being the top two selling phones in the country in 2017. Xiaomi combines a
model of cost leadership with remarkably aggressive pricing to try and break the market wide
open. One of the new market entrants which is posing a major threat to OnePlus is Xiaomi’s
Poco. After giving Samsung stiff competition and becoming a key player in the value-for-
money smartphone market, Xiaomi’s Poco is now being hailed as the OnePlus killer. The
Chinese tech company wants to attack on another front — the budget category dominated
by OnePlus’ flagship killer phone. Xiaomi has just launched a sub-brand, distinct from the Mi
and Redmi lines and from the ring of its tagline — Master of Speed — it’s challenging OnePlus,
which this year is also declaring its ‘The Speed You Need’ catchphrase.
The following table shows a comparison of the specifications of POCO F1 and OnePlus 6 which
reflects just how close the two phones are and hence makes them aggressive rivals in the
same space:

Key
POCO F1 OnePlus 6
Specifications

Display 6.18-inch IPS 18.7:9 ratio 6.28-inch AMOLED 19:9 ratio

Screen
FHD+ 2246×1080 pixels FHD+ 2280×1080 pixels
Resolution

Operating
Android 8.1 Oreo with MIUI Android 8.1 Oreo with OxygenOS
System

Processor Octa-core, Up to 2.8GHz Octa-core, Up to 2.8GHz

Chipset Snapdragon 845 Snapdragon 845

GPU Adreno 630 Adreno 630

RAM 6GB/8GB 6GB/8GB

Internal
64GB/128GB/256GB 64GB/128GB/256GB
Storage

Expandable
Yes, Up to 256GB No
Storage

Dual: 12 MP (f/1.9, 1.4µm, dual Dual: 16 MP (f/1.7, 1.22µm, gyro-

Primary
pixel PDAF) + 5 MP (f/2.0, 1.4µm), EIS, OIS) + 20 MP (f/1.7, 1.0µm),
Camera
single-tone flash PDAF, dual-LED flash

Secondary 16 MP (f/2.0, 25mm, 1/3″, 1.0µm),

20 MP (f/2.0, 0.9µm)
Camera gyro-EIS, Auto HDR, 1080p

Video 2160p@30/60fps,
4K video@30fps, 1080p@30fps
Recording 1080p@30/60/240fps

Battery 4,000 mAh 3,300 mAh

4G VoLTE Yes Yes

Dimensions 155.5 x 75.2 x 8.8 mm 155.7 x 75.4 x 7.8 mm

Weight 182 g 177 g

Water
No Yes
Resistant

Dual SIM (Nano-SIM, dual stand- Dual SIM (Nano-SIM, dual stand-
Sim Card Type
by) by)

6GB/64GB- Rs. 20,999

6GB/64GB- Rs. 34,999
6GB/128GB- Rs. 39,999
Price 6GB/128GB- Rs. 23,999

8GB/256GB- Rs. 43,999

8GB/256GB- Rs. 28,999
With the POCO F1, Xiaomi is the latest market disruptor because it is offering Snapdragon 845
powered phones for as low a price as Rs 21,000. The POCO F1 provides performance and
features similar to OnePlus at a much more reasonable price, as the starting price of OnePlus
6 is Rs. 34,999. It seems that Poco is almost trying to emulate the OnePlus strategy and
product offering at very affordable prices.

Situation Analysis/Current Strategy

 Historically speaking, every year has been slightly new for OnePlus. For the first year,
they introduced an invite system and in the second year, they had two product lines
while in the third year, we saw one flagship and one iteration.
 CEO Pete Lau has said that OnePlus’ smartphone strategy for the next couple of years
will continue to be aggressive and single-model oriented, presently promoting the
OnePlus 6. Lau confirmed that, as anticipated, OnePlus will continue to follow a
business model that launches a new flagship handset on an approximate six-month
cycle.
 Sufficient handsets will be made to meet sales in that six-month period, but when the
new model is rolled out, the older model will no longer be available. That will keep
prices steep on the current OnePlus handset and reduce the necessity to discount the
price of the handsets as they tend towards the demise of their retail lives – “far better
to let it sell out and increase demand for the upcoming model” – which also allows the
latest model to be a singular centre of focus in terms of sales and marketing.
 OnePlus does not intend to diversify and expand its reach into the mid- or low-range
markets. This in turn means devices such as the mid-range OnePlus X released in
October 2015 will not have any follow-up soon.
 They are also vehemently against the idea of cheapening the product and lowering
price of the product, especially following the launch. They believe it violates
confidence and respect towards the former customers. People who buy their products
first are their most loyal advocates and they are the consumers who should never feel
disappointed. So, they tend not to lower the price and only when the phone is around
half a year or a year old do they deliberate doing it. Frequent price reductions are not
beneficial for the brand or customers as it affects second-hand value.

Problem Analysis
 The question that most people are asking after looking at OnePlus’s strategy is
whether increasing volume of sales by making a budget device will dilute the brand
image and premium reputation that the company has built for itself in the market so
far.
 We cannot deny the fact that price is what enables people to narrow down their
choices and decide on a particular phone, which is also one of the reasons why Apple
has been unable to grab a sizeable market share in India. Brand image often loses its
meaning and effect if it cannot drive sales.
 As far as the core image of OnePlus is concerned, we don’t see it being diluted because
it essentially started out as a flagship-grade performer, minus everything superfluous,
at a very economical price point.
  The same disruption that one plus boasted of years ago, now other brands like Xiaomi,
Nokia, Asus are executing with ease and their increasing market share should be
observed carefully.
 OnePlus has been a market leader in its own segment but it is non-existent in all other
segments (OnePlus, owing to its popular models 5 and 5T, continued to keep more
than 50% share in the high-end segment or US$400-US$600, according to
International Data Corporation’s Quarterly Mobile Phone Tracker, the India
smartphone market data).

Insights from consumer behavior

Analysis of reviews
As a part of the analysis of consumer behaviour we decided to analyse reviews from two
locations – GSM arena and Amazon.in. Our objective was to identify the major drivers and the
deterrents of our product in the minds of the consumer.
The nature of the two sources of data were different. Reviews on Amazon.in are only written
by people who have purchased the device, i.e. our current consumers. This source would give
us data regarding what the existing consumers of the brand thought about it – things they loved,
things they disliked, improvements they’d like etc. We wanted to use this data to drive the
product and software development decisions so as to increase the satisfaction of our current
consumers and increase brand loyalty thereby increasing the customer lifetime value.
GSM Arena on the other hand contained reviews written by the general public which mostly
included opinions about the phone from people who hadn’t used the phone. From manually
analysing the reviews we found that these included reviews from people who were not really
aware of the features of the phone (claimed that OnePlus did not have features that it does in
reality) and also people who were not aware of industry norms for features offered in a smart
phone and technology available at the moment (Example – Expectation of a notch less display).
Nonetheless we wanted to use this data to analyse the opinion of the general public in order to
gauge the effectiveness of the marketing campaign related to the features of the phone.

Analysis of GSM arena reviews

We scraped 1420 reviews from GSM arena using python’s ‘Beautiful Soup’ library. We then
used a pre-trained library called ‘Vader’ to perform sentiment analysis on the data and classify
the reviews into three categories – positive, neutral and negative. This library was trained on
current data from various social media sources and is hence capable of recognizing and
understanding most modern slang and emoticons and was hence appropriate to classify the
reviews which aren’t usually written in a formal language. After analysis we found the
following distributions among the reviews –
 Sentiment of Reviews

Positive
323, 23%
Negative
714, 50%
Neutral
383, 27%

The above chart indicates the number of strictly negative, positive and neutral reviews. We
also wanted to analyse reviews with some negative aspects in them. This number was 693.
Most frequent phrases (of length 4):
- “serious problem of battery”
- Multiple versions mentioning “battery drain”
- “no micro SD card” (occurring multiple times making this the most frequent)
Following were the observations from the analysis
- The quality of the battery and the battery life was reported as an issue by most
consumers
- Users perceive OnePlus phones as a ‘flagship’ and a premium phone and therefore
expect it to match features offered by other premium phones (including but not limited
to – Wireless charging, higher resolution display etc.)
- Users also compare it with competitive offerings of other companies at the 20,000k
range and expect features like SD card slot provided to popular brands in this segment
(like Xiaomi)

Analysis of Amazon reviews

We scarped 11,420 reviews from amazon. In this case we used the rating as a label – considered
any review with 3 stars or less as a negative review and 4 or 5 stars as a positive review. The
distribution in this case is depicted in the following chart –
 Reviews on Amazon

1421, 12%

Positive
Negative

9999, 88%

It is clear from the above graph that people who are actually using OnePlus are mostly satisfied
with the phone. Only 12 percent had negative opinions about the phone despite the liberal
condition of 3 and below.
A similar frequency distribution analysis for phrases was done for the negative and positive
amazon reviews to understand what the customers like and what more they expect from
OnePlus.
Most frequently occurring phrases in positive reviews –
- “Value for money”
- “Battery Life”
- “8 GB Ram” and other product specification related phrases
From the reviews we can see that the consumers consider this phone as the product with the
highest value for money in this premium segment. People also seem very happy with the
product hardware performance and the battery and the dash charging feature.
Most frequently occurring phrases in negative reviews –
- Battery
- Camera quality
- Build Quality
Battery seems to be a common complaint across all forums. This is also something that has
received mixed reviews. While some customers seem happy about the battery others seem very
unhappy with it. From the detailed customer interviews we gathered that the customers in that
sample set were happy with the battery life and the dash charging feature. Although this was
true with their current phones, we did however discover that they experienced issues with
battery performance on their previous phones (OnePlus 2). Battery performance seems to be
something that the company has been inconsistent on.
Although the most liked feature about the OnePlus phone is that it provides great value for
money, the perception of the brand in the minds of the consumers is still that of a flagship.
People don’t want to ‘settle’. They expect nothing less than flagship features especially if these
consumers have moved from the lower segment into the premium segment. They expect a lot
of value for the extra 10,000 that they are spending. OnePlus has consistently increased the
price of their phones in order to stay in line with the company’s goal of not letting the customer
settle (the ‘Never Settle’ tagline) and the reaction of the market has continued to be positive.
The consumers do not mind spending the extra buck because they want a high quality ‘flagship’
phone that can compete with the likes of the flagships of the other companies.

Clustering Analysis
We did the K-Means Clustering analysis on the data that was provided to us by the survey
that we had floated. This analysis was mainly done on the basis of price range and the
frequency at which they bought new phones. We also had data on mode of purchase, but our
audience was dominated by people who bought their phones online, thus we chose not to
make it a basis for our classification. We did the clustering over 10 iterations with running
means for 3 clusters. The criteria for the survey were as follows: -

Purchase Frequency Numerical Value

Initial Cluster Centres
Less frequently 1 Cluster
Once a year 2 1 2 3
Once in three years 3
frequency 4 1 4
Once in two years 4
price 1 3 5

Price Range Numerical Value

Final Cluster Centres
>40,000 1 Cluster
0-10,000 2
10,001 - 20,000 3 1 2 3
20,001 - 30,000 4 frequency 4 2 4
30,000 - 40,000 5 price 2 3 5

Number of Cases in each Cluster

Cluster 1 20.000
2 12.000
3 16.000
Valid 48.000
Missing .000
From the above analysis, we can see that the 3 clusters are as follows: -

Price Frequency Number Approach

0-10000 Once in two 42% This is the budget segment which is dominated by
years Xiaomi. Oneplus doesn’t make products that target this
segment and hence this segment still remains
untouched. Our approach would be to not shift focus
and hence not target this segment
10000- Once a year 25% This is the mid-range segment which is again
20000 dominated by multiple players, mainly Xioami, Lenovo
and Honor (in our survey). The latest market disruptive
product POCO F1 will be targeting this section too.
Instead of trying to compete with this latest product by
lowering price, we should keep our focus towards our
USP , which is providing flagship level specs and
increasing quality of the offered features.
30000- Once in two 33% This is our target segment. The other members of this
40000 years cluster also include phones above 40000, which is still
dominated by Samsung and Apple. We should be
focusing on increasing our penetration in this segment
, and shifting users from the ultra-premium segment to
our segment by fulfilling our promise of competitive
specs and quality.

Recommended Strategy

The following is a set of recommendations based on the above analysis and various consumer
insights.

Product Improvements/Development –
 Invest in developing a device with better battery and camera performance (based on
all the reviews) even if it means a slightly more premium pricing
 Include top-end features like under-glass fingerprint scanner,60hz display, wireless
charging
 Retaining the headphone jack to be the differentiator and valuing consumer opinion
(OnePlus forums)

The above strategy is aimed at keeping it relevant in the premium segment so that it continues
to be perceived as a flagship phone and is able to maintain its premium pricing and not get
into price competition with the likes of Xiaomi.
Protect market share by aggressively leveraging the media attention, especially the social
media buzz and other digital marketing and community-building strategies that have
defeated competition through “word-of-mouth” and more. This is evidenced by the
successful promotions of OnePlus so far:

Place and Promotions

1.Continue openly challenging well-established competing companies.
One plus comes out with its product with a bang in the market challenging the existing market
competitors. Each of the new smart phones which came into the market was hailed as”
flagship killers”. One plus phone was indeed a killer for Samsung and iPhone in India. With its
specification it stands in the premium phone category, but with a price 30-40% lesser. This
has attracted much onlookers who wished to find out what the fuss was all about. One plus
campaign like” Smash The Past” in which one plus urged fans to smash existing smartphones
to win one plus phones was quite successful. With its unconventional and attractive #tag
campaigns and advertisement One plus have created a disruption in market, leading to people
trying out more of one plus phones.
2. Experience Kiosks in Shopping Malls and hyper markets
One plus being sold only through the online channel as per order, has little rooms for a
prospective customer to experience the phone beforehand to lead him to purchase. Existing
customer experience stores very limited to a few places. A more economical way for providing
customer to touch and try out the smart phone would be through kiosks in walkways of
shopping malls and hyper markets. Experience stores have created much appreciation for the
product quality and design in the market. Real product experience before purchase have
boosted customer driven promotions.
3. Social media campaigns
Its distinctive and innovative social media campaigns clubbed with the product quality has
proved to be a winning strategy for one plus. One plus has extensively used platforms like
Facebook, reddit, twitter to reach out to the people. The attractive campaigns instantly
connected with the youth. The company boosts of 11 million fans across all channels with
posts being view 2.3 billion times. As per one plus annual report of 2017, 5,70000 photos were
posted in social mediaunder #shotononeplus hashtag which means at least one photo was
posted every minute in a year. One plus for one-rupee campaign have created much fuss in
the market with enthusiasts frantically participating in the promotion activity.
4.Steady mix of advertisement contents
One plus campaigns also focused on various features and applications of the phone. Apart
from advertising all the features in one advertisement. One plus focused on various
applications in separate advertisement campaigns. For example, the gaming compatibility of
the phone and the video performance of the phone was promoted to connect to customer
segments preferring such experience from smart phones.
One plus advertisement with the theme, Humanity’s fascination with speed portrayed the
high speed performance of one plus smart phones, through brilliant video promotions. The
video characterised the passion and what one plus stood for without directly advertising the
feature. This was quite successful and connected will with the customers.
5.Community building
For any product building a community around it adds to customer driven promotions. Also
engaging and sustaining the built community is as important as expanding the community
base. One plus constantly has followed up with their customers through various campaigns
and showing that they care for their customers. The co- founder Mr Carl Pei comes on live
sessions in social media responding to the queries from fans. He even apologised for delay in
delivery, which had intron developed more customer trust in one plus. Various hashtag
campaigns and videos have connected the users together and have nurtured the customer
bonding with the brand. One plus have arranged meetup of 30 of one plus most engaging
community members to talk with one plus brand and hear their ideas and opinions.
6.Influencer Approach
Almost all brands have celebrities endorsing their products. Even most of the brands are
known by their ambassadors. One plus have gone a different route by getting a whole lot of
influencers endorse their product. For the launch of one plus 6, the brand got 117 influencers
to share pictures with one plus box in one day to reach out to the majority of its target group
at the same time. The influencers included from various strata’s creating a massive buzz about
the product online.
But influencer approach can also backfire. For example, a statement from Aamir khan resulted
in huge negative customer reaction targeting snapdeal, the brand Aamir Khan endorsed. By
carefully selecting the influencer with huge fan following online and offline can have huge
impact in creating disruptive advertisement.
7.Billboards in prime locations
One plus have mostly focused on social media advertising over physical billboards. But
billboards though need investment, if located at prime locations can add on to the customer
exposure with the brand. Innovatively captioned billboards catch the customer attention and
develops positive impression about the product. Billboards can be placed at airports, road
sides, tall building screens etc.
8. Walking the talk
All promotion activities wont sustain customer retention, if the product is of low quality. The
quality, user friendliness and utility of the product is the biggest means of promoting the
product. One plus success attribute mainly to the fact that they deliver what is advertised.
Quality smartphones wins the customer hearts, advertisements of any nature will fail to make
an impact if the product is not of expected quality.
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