G.

L BAJAJ INSTITUTE OF MANAGEMENT & RESEARCH

GREATER NOIDA

MINOR PROJECT REPORT (PG34)

ON
OPPO MOBILE

Term-I
BATCH 2019-21

Submitted by Submitted to
Swetanshu Bhargav Dr. Parul Yadav
PGDM (2019-21) (Assistant Professor)
GM19221
 G.L BAJAJ INSTITUTE OF MANAGEMENT & RESEARCH
GREATER NOIDA

CERTIFICATE

This is to certify that Mr. Swetanshu Bhargav (GM19221) PGDM 2019-21.

Term-I,work exemplified in minor project report(PG34) on OPPO Mobile
under my mentorship on GL Bajaj Institute of Management and Research
(GLBIMR), Greater Noida (U.P).

Mentor Section in Charge Faculty in Charge

Dr. Parul Yadav Ms. Sunita Chaudhary Dr. Dileep Singh
(Assistant Professor) (Assistant Professor) (Professor)
 CONTENTS

Sl.no Particular Page no

1 Introduction 5-13

1.1 Company profile

1.2 History of the Company

1.3 Company Global Business

1.4 Product Range

1.5 Manpower & Turnover

1.6 Organizational Structure

2 Market Share & Position 14-24
2.1 Market Share

2.2 Major Competitor

2.3 Strategies & Competitive Advantage

3 PESTLE Analysis 25-28

4 SWOT Analysis 29-31

5 Findings 32-38

6 Recommendations 39-41

7 References 42-43
 LIST OF FIGURES

Sl.no Name of the Figures Page no

1.1 History of the Company 7

1.2 Global Market 8

1.3 Product of the Company 10

1.4 Turnover of the Company 11

1.5 Organizational Structure 12

2.1 Market Share 13

2.2 Brand Publicity 20

2.3 Market Analysis 23

3.1 PESTLE Analysis 24

3.2 About PESTLE Analysis 25

4.1 SWOT Analysis 27

5.1 Facts 28
 CHAPTER-1

INTRODUCTION OF
OPPO MOBILE
 INTRODUCTION

1.1 Company Profile:

OPPO is a global electronic and technology service provider that delivers the latest and most exquisite mobile
electronic devices in over 40 countries, including the United States, China, Australia and many countries
throughout Europe, Southeast Asia, South Asia, the Middle East and Africa. OPPO is dedicated to delivering
customers with the most extraordinary mobile experience through meticulous designs and smart technology.

1.2 The History of OPPO mobile: -

2001 2004
Oppo is globally registered Oppo launched in China

2005
Oppo first mp3 player
 2006
First mp4 player

2008
Oppo entered mobile market

2011
First smartphone: Find me

2012
Finder, Find 3
 2013
Find 5, N1, Color OS

2014
R1, Find 7, N1mini
Full Transition to 4G

2014
N3, R5
Still pushing forward

Fig: - 1.1 History of Oppo Mobile

1.3 OPPO Global Business:

Fig: 1.2 Oppo Global Market

OPPO is relentless in the pursuit of the latest technology, the highest hardware quality standards and in delivering
the best user experience possible. We design, manufacture, and promote our own products to assure customers of
reliable and the highest end products possible from beginning to end.

Since its founding in 2004, OPPO has consistently strived to deliver users this ideology across the globe. Having
successfully entered into the mobile phone market in 2008, OPPO began looking at expansion into international
markets in 2010 and opened its first overseas business in April of 2010 in Thailand. Today, OPPO is present in
21 markets worldwide.

From the start, OPPO’s products have pushed boundaries. As OPPO continues to expand into new markets, the
goal of making our products more accessible around the globe without compromising product service and quality
has never been clearer.

Mission: -
 To allow extraordinary people enjoy perfect technology.

Vision: -
 To establish a healthy and sustainable model of Chinese companies globally.
 We strive to become a healthier and more sustainable company.
1.4 Product range:

Oppo Joy Plus

Product Features:
Dual Sim, 3G, Wi-Fi
Dual Core, 1.3 GHz Processor
1 GB RAM, 4 GB inbuilt
1700 mAH Battery
4 inches, 480 x 800 px display
3.15 MP Camera with flash
Memory Card Supported, upto 32 GB
Android, v4.4
Price 6990

OPPO Neo 3
Product Features:
Dual Sim, 3G, Wi-Fi
Dual Core, 1.3 GHz Processor
1 GB RAM, 4 GB inbuilt
1900 mAH Battery,4.5 inches,
854 x 480 px display
5 MP Camera with flash
Memory Card Supported, upto 32 GB Android, v4.2.

OPPO Neo 5 (2015)

Product Features:
Dual Sim, 3G, Wi-Fi
Quad Core, 1.3 GHz Processor 1 GB RAM, 8 GB inbuilt
2000 mAH Battery
4.5 inches, 480 x 854 px display 8 MP Camera with flash
Memory Card Supported, upto 32 GB Android, v4.4.2
OPPO R1829
Product Features:
Dual Sim, 3G, Wi-Fi
Quad Core, 1.3 GHz Processor 1 GB RAM,
16 GB inbuilt 2410 mAH Battery
5 inches, 720 x 1280 px display
8 MP Camera with flash
Memory Card Not Supported Android, v4.2.1

Oppo N1 Mini
Product Features:
3G, Wi-Fi, Quad Core, 1.6 GHz
Processor 2 GB RAM,2140 mAH Battery
5 inches, 1280 x 720 px display
13 MP Camera, Memory Card Not Supported
Android, v4.3

OPPO Reno 2

Fig: 1.3 Product of Oppo Mobile

1.5 Manpower & Turnover of OPPO Mobile

Fig: 1.4 Turnover of Oppo Mobile

OPPO is a global electronics and technology service provider that delivers the latest and most exquisite mobile
electronic devices.

OPPO is a Product/Brand/Service company. Tony Chen is the CEO of OPPO and has an approval rating of 98
from Owler members. OPPO has 3 companies in its portfolio, and its first investment was made in 2017. OPPO
has 1,397 followers on Owler.
Oppo plans to export to South Asia, Middle East and Africa markets from the Greater Noida facility, spread
across 110 acre, the statement said.

"To ensure quality, the campus has over 10,000 strong workforce engaged across manufacturing line, quality
assurance and product testing. The manpower capacity is expected to cross 15,000 by 2020," the statement said.
1.6 Organizational structure of OPPO mobile

Fig: 1.5 Organizational Structure

 CHAPTER-2

MARKET SHARE & POSITION

 Market share & Position of the OPPO Mobile

2.1 Market share

OPPO's share of smartphone shipments worldwide from 1st quarter 2015 to 2nd quarter 2019.

Fig: 2.1 Market Share

This statistic shows the global market share held by OPPO in the smartphone market from the first quarter of
2015 to the second quarter of 2019. In the second quarter of 2019, OPPO had a global market share of 8.9
percent.
2.2 Major competitors
Samsung

Samsung was formed in 1938 by Lee Byung-chull as a trading company based in Su-dong. The small company
started as a grocery, trading goods produced in and around the city as well as its own noodles. The company grew
and soon expanded to Seoul in 1947 but left once the Korean War broke out. After the war, Lee expanded in to
textiles and built the largest woolen mill in Korea.
Samsung entered the electronics industry in the late 1960s and the construction and shipbuilding industries in the
mid-1970s; these areas would drive its subsequent growth. Following Lee's death in 1987, Samsung was separated
into four business groups – Samsung Group, Shinsegae Group, CJ Group and Hansol Group. Since 1990,
Samsung has increasingly globalized its activities and electronics; in particular, its mobile phones and
semiconductors have become its most important source of income. As of 2017, Samsung has the 6th highest
global brand value
Notable Samsung industrial affiliates include Samsung Electronics (the world's largest information technology
company, consumer electronics maker and chipmaker measured by 2017 revenues), Samsung Heavy
Industries (the world's 2nd largest shipbuilder measured by 2010 revenues), and Samsung
Engineering and Samsung C&T (respectively the world's 13th and 36th largest construction companies)
Samsung has a powerful influence on South Korea's economic development, politics, media and culture and has
been a major driving force behind the "Miracle on the Han River". Its affiliate companies produce around a fifth
of South Korea's total exports. Samsung's revenue was equal to 17% of South Korea's $1,082 billion GDP.
The successful diversification became a growth strategy for Samsung, which rapidly expanded in to the insurance,
securities, and retail business.

Nokia

A wired and wireless telecommunications company, Nokia India is a pioneer of cellular network in the country.
It manufactures a wide range of mobile devices and provides people with experiences in music, navigation, video,
television, imaging, games and business mobility through these devices. It handles research and development,
network infrastructure businesses and company handsets. Nokia has its manufacturing unit in Chennai.
Nokia Chennai is one of Nokia’s biggest facilities, it’s also big on sustainability. In 2010 it received the Golden
Peacock Award for its high standards of environment management. And it’s highly active in the community with
projects ranging from a local library programmer to village regeneration projects.
In 2018, Nokia employed approximately 103,000 people across over 100 countries, did business in more than
130 countries, and reported annual revenues of around €23 billion. Nokia is a public limited company listed on
the Helsinki Stock Exchange and New York Stock Exchange. It is the world's 415th-largest company measured
by 2016 revenues according to the Fortune Global 500, having peaked at 85th place in 2009. It is a component
of the Euro Stoxx 50 stock market index.
Vivo

Vivo Communication Technology Co. Ltd. is a Chinese technology company owned by BBK Electronics that
designs and manufactures smartphones and smartphone accessories in China, software and online services. The
company develops software for its phones, distributed through its vivo App Store, with I Manager included in
their proprietary, Android-based operating system, Fun touch. With research and development centers
in Shenzhen and Nanjing, vivo employs 1,600 R&D personnel, as of January 2016.
Since its founding in 2009, vivo has expanded to over 100 countries around the world. International expansion
began in 2014, when the company entered the Thai marketplace. vivo quickly followed up with launches
in India, Indonesia, Malaysia, Myanmar, Philippines, Thailand, and Vietnam. In 2017, vivo entered the
smartphone market in Russia, Sri Lanka, Taiwan, Hong Kong, Brunei, Macau, Cambodia, Laos, Bangladesh,
and Nepal. In June 2017, it entered the Pakistan mobile phone market and the vivo brand is currently experiencing
rapid growth in popularity in the country.
In October 2015, vivo became the title sponsor of the Indian Premier League under a two-year deal starting in
the 2016 season. In July 2017, the deal was extended until 2022. In June 2017, vivo reached a sponsorship deal
with FIFA to become the official smartphone brand of the 2018 and 2022 FIFA World Cups. The company also
became a title sponsor of India's Pro Kabaddi.
Vivo announced the partnership with the world’s leading mobile game- Player Unknown’s Battlegrounds
Mobile (PUBG MOBILE) by Tencent Games and PUBG Corporation as the title sponsor of the PUBG
MOBILE Club Open 2019, one of the biggest mobile gaming tournament in the world

Apple

Apple Inc. is an American multinational technology company headquartered in Cupertino, California, that
designs, develops, and sells consumer electronics, computer software, and online services. It is considered one
of the Big Four tech companies along with Amazon, Google, and Facebook.
The company's hardware products include the iPhone smartphone, the iPad tablet computer, the Mac personal
computer, the iPod portable media player, the Apple Watch smartwatch, the Apple TV digital media player,
the Air Pods wireless earbuds and the Pod smart speaker.
Apple's software includes the mac OS, iOS, iPad OS, watch OS, and tv OS operating systems, the iTunes media
player, the Safari web browser, the Shazam acoustic fingerprint utility, and the I Life and iWork creativity and
productivity suites, as well as professional applications like Final Cut Pro, Logic Pro, and Xcode. Its online
services include the iTunes Store, the IOS store, Mac App Store, Apple Music, Apple TV+, I Message,
and iCloud. Other services include Apple Store, Genius Bar, AppleCare, Apple Pay, Apple Pay Cash,
and Apple Card.
Apple is well known for its size and revenues. Its worldwide annual revenue totaled $265 billion for the
2018 fiscal year. Apple is the world's largest technology company by revenue and one of the world's most
valuable companies. It is also the world's third-largest mobile phone manufacturer after Samsung and Huawei.
Xiaomi

Xiaomi Corporation is a Chinese electronics company founded in 2010 and headquartered in Beijing. Xiaomi
makes and invests in smartphones, mobile apps, laptops, bags, trimmers, earphones, MI Television, Shoes, fitness
bands, and many other products. Ranked 468th, Xiaomi is the youngest company on Fortune Global 500 List for
2019.

Xiaomi released its first smartphone in August 2011 and rapidly gained market share in China to become the
country's largest smartphone company in 2014. At the start of second quarter of 2018, Xiaomi was the world's
fourth-largest smartphone manufacturer, leading in both the largest market, China, and the second-largest market,
India. Xiaomi later developed a wider range of consumer electronics, including a smart home (IoT) device
ecosystem.

Xiaomi has 15,000 employees in China, India, Malaysia, Singapore and is expanding to other countries including
Indonesia, the Philippines, and South Africa. According to Forbes magazine, Lei Jun, the founder and CEO, has
an estimated net worth of US$12.5 billion.

He is China's 11th richest person and 118th in the world. Xiaomi is the world's 4th most valuable technology
start-up after receiving US$1.1 billion funding from investors, making Xiaomi's valuation more than US$46
billion. Xiaomi produces many products. Notably, it produces smartphones which run on their own version
of Android MIUI firmware. Observers suggest that part of Xiaomi's rapid success rests on its ability to
differentiate itself within the Android universe.

The company has increased its range of products; its smartphones include: Mi Series, Mi Note
Series(discontinued), Mi Max Series(discontinued), Mi Mix Series, Pocophone, Blackshark and the Redmi
Series. As well as mobile phones, Xiaomi has started selling wearables, mobile accessories, and appliances such
as television and speakers. In 2018 it was selling tablets, laptops, and smart-home devices.

Xiaomi operates on a vertically-integrated model that enables the company to sell hardware at cost or below in
order to attract users and earn money by selling content. Hugo Barra, a former Google executive who served
Xiaomi's vice president from 2014 to 2017, characterized the organization as "an Internet and a software company
much more than a hardware company".

Xiaomi also keeps its prices low or close to "bill-of-material" by keeping most of its products in the market longer,
eighteen months rather than the six-month norm followed by many smartphone companies. This strategy allows
Xiaomi to take advantage of price reductions in the prices of key components of its products. It enables the
company to sell hardware with specifications comparable to high-end devices at a fraction of the cost.
The company's version of the Android operating system, the MIUI skin, with its design, app marketplace, and
functionalities, has established a community of users who form a crucial part of Xiaomi's customer base and
contribute to the company's drive for market awareness. This ecosystem is a massive source of revenue as
indicated in 2015, when sales from the platform reached $750 million.

The company focuses on India, the world's second-largest smartphone market. Xiaomi announced on May 2,
2018, the launch of Mi Music and Mi Video to offer "value-added internet services" in India. On March 22, 2017,
Xiaomi announced that it planned to set up a second manufacturing unit in India in partnership with contract
manufacturer Foxconn. On August 7, 2018, Xiaomi announced on its blog that Holitech Technology Co. Ltd.,
Xiaomi's top supplier, would invest up to $200 million over the next three years to set up a major new plant in
India.

2.3 Major strategies & Competitive advantage

Major strategies: -

Commonly referred as Oppo, the Chinese manufacturer Oppo Electronics Corporation is the producer of
Smartphones, electronic devices, and Blu-ray players. It is a subsidiary of Guangdong Bubugao Electronic
Industry Co. Ltd., which is the manufacturer of Vivo, One plus, and other electronics items. The BBK electronics
is the world’s 2nd largest smartphone manufacturer i.e. behind only Samsung in the year 2017.

Oppo has made its name as selfie & group selfie expert technology and has been ranked 4 for creating the selfie
experiences among the young generation globally. Some of the smartphone models of the brand are Oppo F series
(F1, F3, F5 and F7), Oppo A series and Oppo R series.

Focusing on the technological breakthrough from last 0f years the brand started the business by segmenting the
business based on the technologies it uses for the particular group of customers i.e. millennial who have just
started earning or are in college. By doing this they have used selective targeting strategy i.e. only
making products for the select type of customers rather one fits for all. The company has positioned itself on the
basis of the state of the art image capturing and processor technology working on aesthetic part of the quality
photos.

Marketing Strategies: -
 Celebrity Marketing
 Sponsor Marketing
 Retail Marketing
 Product Marketing
 Social Media and Digital Marketing
 Offline Marketing
Some of Market Strategies: -

Promotion: -
In marketing, Promotion is advertising a product or brand, generating sales, mix, which includes the four P’s:
price, product, promotion, and place. Promotion is also defined as one of five pieces in the promotional mix or
promotional plan. These are personal selling, advertising, sales promotion, direct marketing, and publicity.
A promotional mix specifies how much attention to pay to each of the five factors, and how much money to
budget. Promotion covers the methods of communication that a marketer uses to provide information about its
product. Information can be both verbal and visual

Personal selling:
It is one of the most effective ways of customer relationship. Such selling works best when a good working
relationship has been built up over a period of time. This can also be expensive and time consuming, but is best
for high value or premium products.

Sales promotion:
This includes freebies, contests, discounts, free services, passes, tickets and so on, as distinct from advertising,
publicity and public relations. Sales promotion is the process of persuading a potential customer to buy the
product. Sales promotion is designed to be used as a short-term tactic to boost sales – it is rarely suitable as a
method of building long-term customer loyalty.
Some sales promotions are aimed at consumers. Others are targeted at intermediaries and at the firm's sales force.
When undertaking a sales promotion, there are several factors that a business must take into account: -
 What does the promotion cost – will the resulting sales boost justify the investment?
 Is the sales promotion consistent with the brand image? A promotion that heavily discounts a product
with a premium price might do some long-term damage to a brand
 Will the sales promotion attract customers who will continue to buy the product once the promotion
ends, or will it simply attract those customers who are always on the look-out for a bargain?

There are many methods of sales promotion including: -

Money off Coupon – customers receive coupons, or cut coupons out of newspapers or a products packaging that
enables them to buy the product next time at a reduced price
Competitions – buying the product will allow the customer to take part in a chance to win a prize
Discounts voucher- a voucher (like a money off coupon).
Free gifts- a free product when buy another product .
Point of sale materials: - e.g. posters, display stands – ways of presenting the product in its best way or show
the customer that the product is there.
Loyalty Card: - e.g. Nectar and Air Miles; where customers earn points for buying certain goods or shopping at
certain retailers – that can later be exchanged for money, goods or other offers

Direct marketing:
Direct marketing is a form of advertising where organizations communicate directly to customers through a
variety of media including cell phone text messaging, email, websites, online adverts, database marketing,
fliers, catalog distribution, promotional letters and targeted television, newspaper and magazine advertisements
as well as outdoor advertising. Among practitioners, it is also known as direct response.
Publicity:
Publicity is gaining public visibility or awareness for a product, service or your company via the media. It is the
publicist that carries out publicity, while PR is the strategic management function that helps an organization
communicate, establishing and maintaining communication with the public. This can be done internally, without
the use of media.
Promotional strategies adapted by OPPO: -

1.Focus on mobile features: -

Oppo mobile focus on mobile features according to market oppo develop color os for develop new feature in
mobile motions and gestures for easy using, for a security.
2.Control mop in market: -
Oppo mobiles focus on control mop in market for save dealers profit
3.Brand building: - Brand building was one of the major tasks it had in hand. It went with Bollywood stars Hritik
Roshan and Sonam Kapoor as its brand ambassador. "We feel that Hritik and Sonam are elegant and truly mat.
OPPO, new partner of FC Barcelona for next 3 years.

Fig:2.2 Brand Publicity

4. New products: -
Oppo launch new mobiles and develop new features in mobile like neo5 Wi-Fi display for increase sale

5. Events: -
Oppo doing event for making customer relationship and brand awareness and oppo also doing event in cultural
days like Diwali, new year, other cultural days and every month celebrate Oppo day and in these event give gifts
to customers and also other offer

6. Schemes to dealers: -
Oppo mobile give schemes to dealers like trip on sale 500pcs and also give to branding offers and promoters for
sale product and also give extra profit on mobile
 To find out the market share
 To Know the brand image
 To find out which is the largest selling mobile

Promotional Strategies:
Companies use all types of promotional methods, depending on their budget and industry. For example, small business
owners may use fliers or referrals to get their business going. Large corporations often sponsor major sporting events;
such as auto racing. Whatever the case, companies must have a particular objective when executing promotional
strategies: To garner sales leads, increase store traffic or get the order, as in mail order or Internet advertising.

 Celebrity Promotional Marketing

 Sponsor Promotional Marketing

 Retail Promotional Marketing

 Product Promotional Marketing

 Digital Promotional Marketing

 Offline Promotional Marketing

These promotional strategies help OPPO to grab a good share in market after the failure in 2014 & all these policies
are the part of the revalued strategies of OPPO.
BCG Matrix in the Marketing strategy:

It has been operating with two major business segments i.e. Oppo and OnePlus Smartphones. Are oppo
smartphones quite picking up on the market with the price segment of? 10000/- onwards and with the market
share of 3 % in the year 2017.

While the demand of the Oneplus smartphones has been increasing exponentially with the success of Oneplus
5T, its availability on the online platform Amazon and with the promotion of Oneplus 6 receiving good response
from the market the future prospect is positive for the company. The brand has 4.3 % market share in 2017.Oppo
smartphones are still fighting with the rivals such as Xiaomi and Huawei and therefore is the question mark in
the BCG matrix.

Distribution strategy in the Marketing strategy:

The brand has been distributing its products through various channels such as Retailers, distributors,
wholesalers, e-commerce websites and brick & motors stores like single-brand Retail outlets which recently the
company has got the license in India.

The brand has opened more than 200 stores in India and is planning to open more exclusive stores globally.
Additionally, it has been distributing its offerings through the exclusive tie-up with e-commerce giants Amazon
and Flipkart.

Brand equity in the Marketing strategy:

The Chinese brand is promoted and marketed by BBK Electronics, the parent company of the brand. The company
has been aggressively promoting the brand as selfie expert in order to capture the aspiration and imaginative space
in the mind of the consumers.

The brand along with its sister concern Vivo is committed to the Indian & Asian market, the biggest market for
the duo. Oppo has been leveraging the two crazy attractions of the Indian market i.e. Cricket and Bollywood to
engage with the vibes of the young generation.

Competitive analysis in the Marketing strategy:

Contrary to established companies in the market which focuses on all segments from entry-level mobiles to
medium and high-end mobiles, the Oppo has been designing the offerings with high-end specifications at low
prices with its flagship brands Oppo and Oneplus.

Both have been successful in increasing its market share from 5.7% in the year 2016 to 7.3% in 2017. It competes
with companies such as Xiaomi, Samsung, Micromax, Huawei, Apple and its sister concern Vivo.

Customer analysis in the Marketing strategy:

The customer of the brand is the young millennial in the age group of 15-40 years and from middle and upper-
middle-class income group.
These customers are more inclined towards the technological advancement in their personal devices and
sometimes flaunt it in their social groups. Customers don’t believe in the long-lasting usage of Smartphone
devices but believe in being tech savvy and technologically ahead in the market.

Market analysis in the Marketing strategy:

Increased number of flagship products of peer brands, shrinking margins, Chinese product perception of
customers, competition in the industry, backend integration with the suppliers are some of the factors which are
affecting the market presence of the brand Oppo.

The brand has been doing product and technology development to target the niche segment and technologies like
Color OS, photography technology are helping it in staying ahead of the other brands in the market and at the
same time increasing its market share over the years

Fig: 2.3 Market analysis

Competitive Advantage:

Technological Advancement: Whether it is the blazing fast technology of One plus or the artificial intelligence
enabled front camera starting the selfie beautification revolution. The company has been successful in short period
of time to create visibility and top of mind awareness in the targeted segments.

Chinese Parent Company: The brand Oppo is the part of Chinese Company with 9000+ employees helping in
distributing the smartphones of the brand in more than 31 countries globally. The Parent company is specialized
in digital cameras, electronic items, Television sets, and headphone amplifiers .
 CHAPTER-3

PESTLE ANALYSIS
3. Pestle Analysis

Fig: 3.1 Pestle Analysis

 About Pestle Analysis: -

Fig: 3.2 About Pestle Analysis

PESTLE is one of a well-known series of acronyms used in business and marketing planning which
summarizes how to review the broader forces, sometimes known as the 'macro-environment', that can shape a
business.
 CHAPTER-4

SWOT ANALYSIS
4. SWOT ANALYSIS

OPPO smartphones have been launched by BBK electronics which is China-based organization. The brand was
launched in the year of 2004. The brand is selling Smart Phones in more than 20 countries in the world. OPPO
phones aim to deliver the best class designs and smart technology to the users

Strengths in the SWOT analysis of OPPO:

This helps in understanding the core areas of the business where it beats the competition and has the
competitive advantage in the market. Strengths are generally the core competency of the business.
Newer and Better products – OPPO phones come with great features and have launched first-ever rotating
phone camera and many other features which are never launched by any other phone.
Brand Building – OPPO phones has collaborated with big celebrities and made them ambassadors to market
the product better and position the phones in the minds of the customer
Quick Market Capture – OPPO has been able to make its name and position in the market in a very short
period of time due to its very exciting features offered to the customers.
Price Point – The OPPO phones are available at affordable prices which is another factor which made OPPO
phones readily accepted by the consumers in the market.
Product Line – OPPO has not only being marketing phones but at the same time are into Blu-ray devices and
headphones
Parent brand strategy – OPPO phone’s parent brand owns other two famous phone brands as well which are
one plus and Vivo. This depicts that BBK has a very strong strategy in place to market phones at different
segments.

Weakness in the SWOT analysis of OPPO:

This is the pain area of the organization where it does not have the resources or skills. Business has to work
upon these areas so that they are not left behind from the competition. Though there will be some or the other
weakness it should not be an area which takes the business pout off the market
Competition – Mobile Phone market is highly competitive and there are numerous players who are fighting for
the same market and hence it becomes very difficult
User Interface – The user interface is not made keeping in mind the usage from the non-tech savvy consumers.
Poor Post-Sales Support – One of the main disadvantages of buying OPPO series is that the after sales support
extend by the brand is not good. After sales service built the trust in the brand that in case something goes
wrong then service centers are there to help them out but OPPO has not been able to provide good support to
the customers which inhibit its growth in the market ass customers cannot trust the brand.
Quality is Poor – The quality provided by the OPPO phones at the price they put is inferior and hence the
tradeoff is clearly seen in the price. Low price low quality.
Opportunities in the SWOT analysis of OPPO:
This helps in understanding what other things a business can do with the current skills and resources. It helps
the business to know the areas where it can expand and take a lead in order to diversify the business and expand
the customer base
Brand Association – OPPO can try to associate with events to market to wider and different segments of
customer that will help to enhance the customer base
Flagship Products – OPPO can launch newer phones that can compete with other big market players like
Samsung and Apple which will help to increase the visibility of the brand in the market.

Threats in the SWOT analysis of OPPO:

This analysis helps in understanding what are the areas which can impact the business in future or right away. So
business has to prepare itself to handle the threats in the market landscape. Competition or increasing number of
players in the market with same value proposition is a threat to business as it directly lowers the customer base
and revenue.

Competition – The mobile phone market is intensively growing and it is getting price competitive which makes
it very difficult to survive in the industry
Low Barriers to Entry – The profitability of the mobile phone market attracts new players in the market which
eats away the market share further from the cell phone manufactures.

Fig: 4.1 SWOT Analysis

CHAPTER-5

FINDINGS
5. FINDINGS

5.1 Facts & Figures

Fig: 5.1 Oppo Facts

An email sent to Oppo India did not elicit any response till press time. Micromax, however, reported a 42% drop
in revenue last fiscal to Rs 5,613.97 crore while the second largest homegrown maker Intex’s revenue too plunged
30% to Rs 4,364.08 crore due to Chinese competition and lack of 4G handset portfolio. Sony India’s revenue fell
11% to Rs 7,181.84 crore in 2016-17 due to downsizing of the smartphone business. Xiaomi India had said its
revenue for calendar year 2016 was about Rs 7, 000 crores, whereby Oppo may have even toppled Xiaomi in the
Indian market last fiscal.

Xiaomi recently equaled Samsung in smartphone shipments and the company has said it is targeting doubling
sales to $2 billion in India this calendar year. Financials of Vivo and Xiaomi for 2016-17 are not yet posted with
the Registrar of Companies.

Oppo had posted a net loss of Rs 206.1 crore in 2015-16, but corresponding figures for last fiscal are yet to be
reported. According to Hong Kong-based researcher Counterpoint, Chinese firms controlled more than half the
Indian smartphone market as of September this year, compared with 33% a year earlier. The share of Indian
brands has narrowed to 14% from 33% in the same period.

OPPO launched the first mobile phone, the Smile Phone, in 2008, which marks the beginning of a journey to
explore and pioneer extraordinary technology. Today, OPPO brings the aesthetics of technology to global
consumers through smart devices, ColorOS, and Internet services like OPPO Cloud and OPPO+.
We have presence in over 40 countries and regions, and have set up 6 research institutes and 4 R&D centres.
We have also established a global design center in London. Together, over 40,000 OPPO employees join their
efforts to create beautiful life for people.

Oppo, the upcoming (or maybe it already is) rival to both Apple and Samsung, is in fact, bigger than we
thought. While it is well known for its camera phone here in Singapore, it is actually a much bigger company
that also produces Blu-ray players and other popular electronic goods.

Here are 10 other things about Oppo that you probably didn’t know. Show this to an Oppo user so they’ll have
more bragging rights!

Oppo is actually named OPPO Electronics Corp

To appeal to the general public and to attract young people, the company shortens its name to OPPO, making it
sound trendy and hip. By using only OPPO in its company registration in other countries, the company become
a well-known household name for smartphones.

Oppo is based in Guangdong

If you are still thinking that Oppo is Korean, think again. The company is a Chinese consumer electronics firm
that is based in Guangdong, China. It was registered in 2001 and launched in China in 2004. The company has
since registered its name in many different countries such as Myanmar, Philippines, Malaysia, Vietnam,
Thailand and India, amongst others.

Oppo is ranked as the number 4 smartphone brand in the world

According to an IDC report, Oppo is number 4 in the world of smartphones in 2017 Q1 and was in fact the
number 1 smartphone brand in China in 2016, way ahead of Xiaomi. Shocking, isn’t it?

Oppo has won the rights to sponsor the Indian National Cricket Team
Opps has successfully won the right to sponsor and print their logo on all the kits of the Indian National Cricket
Team from 2017 to 2022. This means huge advertising for Oppo as the period in which their sponsorship runs
will see the Indian National Cricket Team play 259 international matches, including the 2019 World Cup in
England and the 2020 T20 World Cup in Australia.

Oppo is not the same as Oppo Digital

Some people has mistaken Oppo and Oppo Digital as the same company. Oppo Digital is actually an
independently-run division of Oppo that is based in Mountain View, California, and is well-known for its
universal up converting DVD and Blu-ray Disc players.
OPPO entered the mobile phone market in 2008
OPPO entered the mobile phone market in 2008 and released its first smartphone in June 2012. The very first
smartphone is named U701 Unlike. Doesn’t sound very appealing, does it? But look where OPPO has become
now!

OPPO has a total of 21 smartphones to date

OPPO has released a total of 21 smartphones to date since 2012. The smartphones get better and better with
each new release and it is set to rival both Samsung and Apple for a bite of the market share in the world of
smartphones. Or maybe a big bite.

OPPO also made headphones and amplifiers

A series of high-end headphones and amplifiers were released by OPPO in 2014, with their flagship headphones
being the PM-1 and PM-2. It was heavily promoted in the audio market, and received good reviews from those
who tried them. Guess you can say the same for their phone’s earpieces.

OPPO is impressive with its list of innovations in the smartphone market

Since its entry into the smartphone market with the very first smartphone in 2012, OPPO has made numerous
innovations to its smartphones to compete with its rivals. Some of these innovations broke records in the
industry. Well, actually, every smartphone makes some innovations except Apple, which makes some fancy
new names for old technology

OPPO has a couple of controversies in India

2017 marks a troubled year for OPPO India as it was embroiled in 2 unfortunate controversies involving
individuals. The first happened in Mar 2017 where a Chinese national allegedly tore the India National Flag and
threw it into a dustbin. This incident had caused a halt to its production plant while investigations were held.
The second incident involved a mass resignation of its entire Punjab Service Team after a HOD allegedly said
that “Indians are beggars”. In both cases, the company stepped in quickly and calmed the situations to prevent
further disruption.

5.2 Branding strategy:

To understand the branding strategy must have a good knowledge about branding. According to the American
Marketing Association, a brand is a “name, term, sign, symbol, or design, or combination of them, intended to
identify the goods and services of one seller or group of sellers and to differentiate them from those of
competition.” OPPO’s branding strategies developed based on the on the guideline of the CBBE (Customer Based
Brand Equity) model, invented by Prof. Keller.
This brand perception consists of six brand building blocks, which consists of:
 Brand salience: The awareness of consumers or customers about your brand which comes in two
dimensions: breadth and depth; in addition to that it is developed and measured by the two essential sub
elements: brand recognition and brand recall. Before making any other brand development decisions,
brand managers and marketers must invest time and resource to build up brand awareness, as we all know
the logic that: Buying comes after knowing.
  Brand performance: The fictional benefit that a brand offers to its buyers. This tells how the design and
other features of the brand can satisfy the usage expectation that consumers are looking for when making
purchase decisions.

 Brand image: The emotional benefits that a brand can bring to its buyers, meaning how a brand can meet
the psychological need of its buyers.

 Brand judgment: Consumers opinions toward a brand about it performance and features, it is their story
about how the brand affects their lives and the way they use the product.

 Brand feelings: Consumers feeling and association with the brand in the post purchase experience, whiter
they like it or hate it and their intention to make repurchase decisions.

 Brand resonance: This tells the ultimate relationship with the brand taking into account all the other
brand building blocks. This is the most important block that tells whether consumers or customers stay
loyal to our brand or switch to another for a better brand experience.

Brand salience:
When I asked to rank the top five Smartphone companies in the country, who are operating their business with
good brand reputation, the most frequent names to be mentioned are:
1. Samsung
2. Sony
3. Apple iPhone
4. Nokia
5. HTC
Despite that amazing ranking the respondents seems to have no level of awareness about OPPO. Although I took
their interviews when they came to market to purchase a good Smartphone and mainly when they came to see the
OPPO Smartphones at OPPO retail shops. But when I asked that, are they know about OPPO, amazingly most of
the respondents told that they are heard about OPPO.

Brand performance:

If we think about OPPO as a company which provides Smartphones to market, then Smartphones are its product
which is branded by OPPO as they compete for its company reputation. Consequently, OPPO brand reputation
adds some advantages to the Smartphones. When I talked with the respondents about what factors they used
when they purchase a Smartphone, different respondents come up with different set of ideas. However, there
exist some similarities between the answers.
They all following the below factors-

 Configuration: Configuration means the specification of the Smartphones. Actually

configuration consists of processor speed, RAM, ROM, camera and may other things.

 Price: Price is a very important factor for making a purchase decision. When customers come to

buy a Smartphone he first looked at the configuration of the Smartphone then looked at the price

whether it’s in budget or not.

 Features: If configuration is good and in budget then the customer move forward to see the new

technologies and features added into the Smartphone.

 After sell service: After all things at last when the customers decided to make a purchase then

wanted to know the after sell service or the service that is provided by the brad. Actually after sell

service means the product warranty and the policies provided by the brand.

Brand image:

Strong brands are all about building image! It is about how consumers view a brand and got connected to it by its
personality, its core value and its associations in a favorable way. Brand image is important for business because
it is the most accessible cue that consumers can learn about a brand. Moreover, consumers may want to be
associated with brands that possess positive image.
For example: people use Louis Vuitton because of the prestigious image that the brand offers to its users; or
people who care for the environment use plastic bags and prefer brands of recyclable products and fuel-economy
cars. For Smartphones, it is very similar to business, organizations must develop positive image in order to attract
potential customers.
During interviews with respondents I separate OPPO’s brand image base on its functions, which consists an
organization which provides attractive technologies, smart devices and the technologies that is offered by OPPO.
The purpose is to find out business perception about the image of OPPO in various aspects. For perception about
OPPO brand image as a Smartphone manufacturing organization, when asked to describe OPPO through the
respondents, most of the feedbacks are positive.
Because of in our country if any organization provides quality product or service at a premium price everybody
mentions it as a branded product. In this scene OPPO is providing smart quality technologies at a premium price.
Brand judgment:

In this part, respondents are asked to state their judgments about OPPO brand, taken into account all their
experience and impression with OPPO after watching all the features and functions of the handsets. Since business
only know about the Smartphones function of OPPO, their judgments focus mainly on this aspect, especially in
the quality of OPPO smartphones features and functions, which are the two factors that made up the brand OPPO.
From the point of view of the respondents although OPPO is a relatively young organization compare to others,
it is a top brand with the reputation of providing top class Smartphones for the market. According to respondents,
the another best thing about OPPO is that despite being a younger organization, OPPO shows that it has the
capability and the resources needed to ensure the quality in making the Smartphones.

Brand feeling:

As a Smartphone provider organization, the quality of OPPO smartphones gives customers the feeling of trust
and reliability; staffs of OPPO are highly trained by companies for serving their potentials customers in highly
professional ways. In addition to that, customers admire how OPPO grow from a newly established brand into
a top Smartphones with lots of positive reputation.

Brand resonance:

Ultimately, after all the experience with the OPPO brand, respondents are asked whether they like to buy the
OPPO Smartphones and will they suggested their close persons to buy OPPO Smartphones, and the maximum
number of respondents answered “YES”. The reason why they want to buy OPPO Smartphones and suggest other
persons to buy OPPO Smartphones because quality handsets with unique features and functions.

5.3 Findings

 Increasing number of consumers using more than one handset at a time increases sales
possibility.
 Growing trend among mobile phone users to frequently purchase new handsets to
replace old models.
 Consumer base becoming more and more feature variety oriented.
 Increasing goodwill with local distributors/retailers.
 The new systematic pricing policy allows it to cut into all price segments of the target
market.
 Increasing consumer interest in high tech mobile phone accessories such as
USB-Bluetooth Device. Consumer base becoming more and more feature variety oriented
 CHAPTER-6

RECOMMENDATIONS
 RECOMMENDATIONS

Millions of consumers are so particular about the camera capabilities of the smartphone they buy. This is why
manufacturers take it into consideration when designing their newest models. One of the camera phones that have
created hype in the market is Asus Zenfone Zoom. The other more recently released camera phones are Huawei
P9, iPhone 6S, HTC 10, Samsung Galaxy S7 and LG G5. The most recent is Oppo F1s.

To determine whether F1s is a good buy or not, it’s important to take a look on its specs. It was launched this
August and is also expected to be released this month. Here are the highlights of the phone:

Body and Display

Having just the right size is crucial in attracting consumers to buy a certain smartphone model. There is no
standard size that can be used to determine whether or not a phone has the right dimensions. It generally depends
on the preference of the consumers. The Oppo F1s has a dimension of 6.08 x 2.99 x 0.29 inches or 154.5 x 76 x
7.4 millimeters. The dimension is not hugely different from the other similar smartphone brands. So, it’s length,
with and thickness may not be an issue.

For its display, the model has an IPS LCD capacitive touchscreen with 16M colors. The size is 5.5 inches, which
is equal to a screen-to-body ratio of 71%. The resolution is 267 ppi pixel density or 720 x 1280 pixels. Its
protection is Corning Gorilla Glass 4. With these details, the F1s is pretty impressive. It can definitely fare well
with other smartphones released this year.

Camera and Memory

For its primary camera, Oppo F1s has a 13-megapixel lens with phase detection autofocus, f2.2 and LED flash
capabilities. Its features are panorama, HDR, face detection, touch focus, geo-tagging, 1/3-inch sensor. The
secondary camera has 16 megapixels, with 1080p, 1/3.1-inch sensor, and f/2.0 capabilities. The video is capable
of 1080p@30fps.

In terms of megapixels, it is better than other camera phones that are also released this year. For example, the
Asus Zenfone Zoom has a primary camera with 13 megapixels and secondary camera with 5 megapixels. When
it comes to memory, the F1s has a car slot for micro SD that can hold as much as 256 GB. Its internal memory
has 32 GB and 3 GB RAM. The Zenfone Zoom, on the other hand, has a micro SD card slot that can accommodate
up to 64 GB. The internal memory has options for 16, 32, 64, or 128 GB with 2 or 4 GB RAM.

As it seems, Oppo allows for more expansion of memory, which is practical for users who really like taking and
storing photos and videos. On the other hand, Zenfone has a slight edge in terms of internal memory. As it seems,
the Oppo F1s is a good choice especially when considering camera capabilities. You may also consider its other
features such as compass, proximity, accelerometer, and fingerprint. The battery is non-removable and can last
longer than other similar models because it is Li-Po with 3075 mAh.
In order to make recommendation about developing brand strategy for OPPO Communication Equipment Co.
Ltd. toward the business community, the first thing must be done is to identify problems that OPPO brand is
currently facing. Base on the analysis and survey valuable information and insights are extracted to point out
weaknesses in the way OPPO manages its brand.
Using the CBBE model as a guideline for analysis, weaknesses in each brand building block are brought out for
discussion in order to suggest solutions which is addressed below-
 Brand salience: From the findings it can be seen that business has very shallow understanding about
OPPO brand. Most of them only know about some general information such as OPPO is giant Chinese
brand making high tech Smartphones. The reason for such low level of awareness in other functions is the
lack of communication. OPPO does not have any formal channels to communicate with the consumer
community other than its website. In addition to that, most marketing budget is used to spend on branding.

 Brand performance: OPPO brand performance is made up by the quality of its Smartphones and its
innovative features and functions. For the functions, although OPPO has some valuable achievement
already likes VOOC rapid charge, still they are not widely recognized by the consumer community which
is a huge waste for opportunities to make good impression and build up the brand reputation for
comprehensive performance at all fronts.

 Brand image: General comments about OPPO brand image as a Smartphone is good. However, due to
some negative impression about Chinese branded Smartphones, OPPO is still far away from developing
its image as a reliable brand. Moreover, business perception about OPPO is that it is just a Chinese branded
Smartphone. As for that, the consumer has bad perception about OPPO ever since which largely affects
the brand image and the products, to build up relationship with the consumers and it would be challenging
for OPPO to apply for the company.

 Brand judgment: Since the brand reputation is built up by the perception about quality of OPPO
Smartphone, OPPO mainly focus on those two things. The main problem is that consumer is getting more
option to choose their brand. Therefore, their judgments are mostly related about the product quality,
product performance which can be linked directly to consumer’s mind satisfaction. Since the organization
not only responsible for this, but also the performance of the product, OPPO has not done a good job in
building a strong and appropriate communication channel for its products, which largely affects the total
OPPO brand reputation.

 Brand feeling: As mentioned above, if the product quality is not satisfactory and the product will not go
with the image of the consumer then their feeling toward OPPO is that this is not the right product to
choose and also not a safe place to set up a long term relationship. However, if OPPO able to fix that
through designing and integrating market research and consulting with end users about the market trend
then a huge competitive advantage would be made which could set OPPO above all others.

 Brand resonance: In short, OPPO Bangladesh Communication Equipment Co. Ltd. is having some
problems with its brand in term of product performance and effective communication. First of all the high
tech Smartphone’s performance is better but the low range product performance is not satisfactory that’s
why OPPO must have to be careful about this and next the lack of communication makes OPPO less
known to consumer, especially in term of other functions and features that it provides. In addition to that,
the confusing brand name and lack of clear point of differentiation hinder OPPO’s ability to make its
brand stand out of the crowd. Lastly, without an effective communication channel, OPPO has not been
able to project its image as a branded Smartphone.
 CHAPTER-7

REFERENCES
 REFERENCES

1. https://www.tutor2u.net/business/reference/sales-promotion

2. https://www.smartinsights.com/marketing-planning/marketing-models/pestle-analysis-model/

3. https://en.wikipedia.org/wiki/Vivo_(technology_company)

4. https://en.wikipedia.org/wiki/samsung/

5. https://www.marketing91.com/marketing-strategy-of-oppo/

6. https://goodyfeed.com/10-facts-about-oppo-you-probably-didnt-know-about/

7. https://economictimes.indiatimes.com/tech/hardware/oppo-to-double-smartphone-production-in-india-by-
2020-use-it-as-export-hub/articleshow/70604410.cms?from=mdr

8. http://www.assignmentpoint.com/business/internship-report-on-marketing-strategies