Professional Documents
Culture Documents
OnePlus is a brand that has taken the market by storm. The OnePlus marketing strategy comes
across as a great case study on how a great product coupled with innovative marketing can help a
brand capture big market share and win the hearts of the customers.
If I were to name a phone brand that rose from zero to becoming one of the major brands in Asian
countries within a very short period, then the name is definitely going to be OnePlus.
The marketing strategies of of OnePlus have made all the difference in its success when
compared to the other competitors.
The marketing geniuses behind this brand deserves a mention for greatly reducing advertising
costs, retailing commissions and other costs that might have caused an increase in price.
A result of all of that is innovation in marketing at lower costs leading to a brilliant case study for
us to analyse. So let’s get on with it and find out what marketing strategies make OnePlus a
marketing success story.
Here are the elements of the OnePlus Marketing Strategy
History of OnePlus
1. Creating Buzz with Exclusivity
2. Clever Use Of Influencer Marketing
3. Leveraging on Word of Mouth
4. Less Expenditure on Traditional Marketing
5. A Quality Product
6. Maximally Utilizing an Hashtag (#NeverSettle)
7. Affordability of the Device
8. Online Sales with no Offline Store at the Beginning
9. Building Loyal Community Members
Final Thoughts
History of OnePlus
OnePlus India was launched in December 2014, and ever since, it has stood its ground and
competed well with other established and established big brands.
OnePlus market share in India is 33%, with Samsung leading with 34% of the market share.
This is as per a market research by Counterpoint.
In this piece, I will be highlighting 9 of the notable marketing strategies of OnePlus (in no
particular order) used by OnePlus to swiftly capture such a large share of the market. This list of
20 such marketing strategies of One Plus points out the most notable ones that can be
implemented by new and up-coming tech startups.
Let’s begin!
After the launch, OnePlus introduced its product to this community and they liked it. Guess what?
The first users of this product started spreading the gospel about it and telling everyone about the
phone. Besides this, OnePlus made it more fun for them when it made them eligible to invite other
people to buy the phone, which, as I mentioned, was the only way to buy the phone back then.
As more people got their hands on these phones and got satisfied with what they bought, each
person became an endorser for the brand and for the quality product that it sold.
OnePlus has spent a fair share of money on traditional marketing and above the line activities as
well. For example, OnePlus once ran an ad during the launch of OnePlus 5 during the
Championship match between Pakistan and India, which was a much-anticipated match.
This is usual for the industry OnePlus is in. Especially when you hear about the last
released advertising spend of Apple which was pegged at $1.8 billion dollars in 2015.
Of course, OnePlus, initially might not have been able to afford that kind of money. Or even if it
could have, it did consciously choose to innovate their marketing initiatives.
One of the digital campaigns launched by OnePlus was tagged “Smash The Past”, where
contestants are required to smash their present device and upload the video online so as to have
the chance of getting OnePlus phones for as low as $1.
This campaign caused a media outrage because of the environmental or health hazards it poses.
Tactically, OnePlus PR team changed the campaign to “Donate The Past” by tweaking the rules.
Contestants were no longer required to smash their phones, but instead, they had to donate them.
As expected, this campaign got a lot of entries and created a lot of buzz. I kid you not, it was
successful. You can watch some of the videos on YouTube.
5. A Quality Product
A quality product is the best marketing you could ever do. You can just never understate the
importance of the quality of a product when it comes to marketing strategies.
It was very clear that Samsung and Apple are high-end phones with very sleek design, hence,
trying to beat them by having a cheaper one would only work if the quality is maintained.
And that was one of the biggest task in front of OnePlus. How could they do it?
With a top-notch phone and competitive pricing, which came from the greatly reduced
marketing costs, OnePlus was able to compete with bigger brands. Do a quick search on Google
and you will discover that a lot of the consumers were beyond satisfied with what OnePlus phones
are offering. Here, I grabbed some of the reviews for you to see.
Let’s do a quick price comparison of the price of OnePlus latest release, the OnePlus 7T, and
Apple’s latest release, iPhone 11 Pro. OnePlus 7T costs INR 38,000 on average while the average
price of iPhone 11 pro is INR 100,000. While that’s how it compares in terms of the price, let’s do a
quick comparison of the spec.
In addition, OnePlus, using the invite only system and online store, was able to properly manage
its inventory and not produce excessively. This is a good strategical move for a product that is just
starting out in a new country. Now, as OnePlus has moved to the stage of having offline retail
stores, it is at a strong position in the market and has its grip on the market.
Apart from this, the UGC (user generated content) coming in from these members in forms of
reviews or FAQs go a long way in convincing a prospective buyer to make a purchase.
You know how iPhone users build a vibe around a product all over the place and sometimes you
wish to get one even though you don’t really need it? OnePlus loyal community members is likely
to have the same effect on you.
Final Thoughts
OnePlus already has India as its biggest market while it keeps expanding into other countries.
OnePlus offered and continues to offer an extremely good alternative to high end phones at a
lower price without compromising the quality in the process. This, alone, contributed immensely
to its success.
Most startups with little or no capital are always scared that they would remain an underdog
because of how big their competitors are. With these takeaways, I am sure you can now see that
you don’t need big money to outsell your competitors, rather what you need is a big marketing
strategy.