PROJECT ON

A STUDY ON MARKETING STRATEGIES OF ONEPLUS

SUBMITTED BY;
AKASH BHARTI
16GSOB101056
2016-2019

UNDER THE SUPERVISION OF

FATIMA QASIM HASAN

SCHOOL OF BUSINESS
 CERTIFICATE FROM FACULTY GUIDE

This is to certify that the project report(A study on marketing strategies of

OnePlus) has been prepared by Mr Akash Bharti under my supervision and
guidance. The project report is submitted towards the partial fulfilment of 3
years, full time Bachelor of Business Administration.

Name and Signature of Faculty

Date:
 DECLARATION

I Akash Bharti, Roll No. 16GSOB101056, student of BBA of School Of Business,

Galgotias University, Greater Noida, hereby declare that the project report on “
A Study on Marketing Strategies of OnePlus” at……………………….. is an original
and authenticated work done by me.
I further declare that it has not beenj submitted elsewhere by any other person
in any of the institutes for the award of any degree.

Akash Bharti
(Name of the student)
 ACKNOWLEDGEMENT

First of all I am deeply indebted to my School Of Business department of

Galgotias University, Greater Noida, Uttar Pradesh for allowing me to complete
my research on , “A study on marketing and strategies of OnePlus”.
It gives me immense pleasure to express my heartfelt gratitude to my
respected mentor Mrs Fatima Qasim Hasan for providing me articulate
guidance and ceaseless encouragement throughout my study. I shall be failing
in my duty if I do not acknowledge the contribution of my family for their
constructive cooperation.

Akash Bharti
16GSOB101056
BBA (Gen)3rd Year
TABLE OF CONTENTS
 EXECUTIVE SUMMARY
This project is an integral part of BBA curriculum. This gave me an opportunity to study
various marketing aspects of OnePlus India Pvt. Ltd. This company designs, manufactures
and distributes premium affordable smartphones with no compromises. The company offers
mobile devices, earphones and accessories. OnePlus markets its products worldwide.

Here in the research study , the main objectives were to study the effectiveness of the
marketing strategies of OnePlus Pvt Ltd and its consumer awareness. Further, to analyse
and understand the brand preferences of the smartphone users in Greater Noida.

This project is a comprehensive study of OnePlus Mobiles India Pvt Ltd and its marketing
strategies. It talks about how OnePlus entered and penetrated Indian smartphone market
and became one of the major player in the Indian smartphone market.

The main objective was to know the position of OnePlus smartphones in the market and the
present scenario of smartphones in the market. Information was collected from both
primary sources and secondary sources through interviews, questionnaires, schedules, etc.
in the crowded places like hostels, mall, food courts etc.

This comprehensive study throws light on the marketing mix employed by OnePlus in
accordance with the dynamic and competitive market which is never constant and ever
changing. From the information collected, various aspects were identified where the
company needs to focus more to improve the efficiency of satisfying the customers.
INTRODUCTION
1.1 OnePlus Pvt. Ltd.
OnePlus was founded on 16 December 2013 by former Oppo vice-president Pete
Lau and Carl Pei.[3] According to the Chinese government's documentation, the only
institutional stockholder in OnePlus is Oppo Electronics.[4] Lau denied that OnePlus was
a wholly-owned subsidiary of Oppo and stated that Oppo Electronics and not Oppo Mobile
(the phone manufacturer) is a major investor of OnePlus and that they are "in talks with
other investors".[5] The company's main goal was to design a smartphone that would
balance high-end quality with a lower price than other phones in its class, believing that
users would "Never Settle" for the lower-quality devices produced by other companies. Lau
explained that "we will never be different just for the sake of being different. Everything
done has to improve the actual user experience in day-to-day use."[6][7] He also showed
aspirations of being the "Muji of the tech industry", emphasizing its focus on high-quality
products with simplistic, user-friendly designs.[6] Continuing Lau's association with the
platform from the Oppo N1,[7] OnePlus entered into an exclusive licensing agreement
with Cyanogen Inc. to base its products' Android distribution upon a variant of the popular
custom ROM CyanogenMod and use its trademarks outside of China.[8][9]
The company unveiled its first device, the OnePlus One, on 23 April 2014.[6] In December
2014, alongside the release of the OnePlus One in India exclusively through Amazon,
OnePlus also announced plans to establish a presence in the country, with plans to open 25
official walk-in service centres across India.[10]
In April 2014, OnePlus hired Han Han as the product ambassador in mainland China.[11]
On 9 March 2014, the company expanded its operations to the European Union.[12] As of
July 2018, OnePlus serves to the following 34 countries and
[13]
regions: Australia, Austria, Belgium, Bulgaria, Canada, China, Croatia, Cyprus, Czech
Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hong
Kong, Hungary, India, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Pola
nd, Portugal, Romania, Spain, Slovakia, Slovenia, Sweden, United Kingdom, and United
States.

The invite system and its discontinuation

Early phones were only available through a system whereby customers had to sign up for an
invite to purchase the phone at irregular intervals. The system was claimed to be necessary
for the young company to manage huge demand.[14] OnePlus ended the invite system with
the launch of OnePlus 3 on 14 June 2016.[15] Announced via an interactive VR launch event,
the OnePlus 3 initially went on sale within the VR app itself. OnePlus touted the event as the
world's first VR shopping experience.[16] The phone was made available for sale later that
day in China, North America and the European Union on the OnePlus website, and in India
on Amazon India.[12]
"Smash the Past" campaign
On 23 April 2014, OnePlus began its "Smash the Past" campaign.[17] The promotion asked
selected participants to destroy their phones on video in an effort to purchase the OnePlus
One for $1 (US). Due to confusion, several videos were published by unselected users
misinterpreting the promotion and destroying their phones before the promotion start
date.[18][19]
The campaign was heavily criticized for environmental waste and safety concerns, due to
batteries and phone components posing potential hazards to participants destroying their
phones.[20][21] OnePlus allowed the winners to donate the old phone.[22] There were 140,000
entrants in the contest with 100 winners.[23]
Warranty Rejections
OnePlus no One issue with yellow display band at the bottom of the screen which affected
some units were not covered under warranty. A similar issue was reported for Oppo Find 7
and Oppo Find 7a and Oppo covered it under warranty.[24][25]
Ladies First
On 13 August 2014, OnePlus hosted a contest to give invites, which were hard to come by at
the time, to their female forum members. Users were asked to post a photo of themselves
with the OnePlus logo, images would be shared in the forum and could be "liked" by other
forum members.[26] Hours after being announced, the campaign was stopped because of the
sexist implications in the election process. OnePlus stated that a few "rogue" employees
created the campaign.[citation needed]

Ban in India
On 16 December 2014, The Supreme Court of India and Delhi High Court banned the import
and sales of OnePlus One phones in India following a lawsuit by Micromax alleging it has
exclusivity for shipping phones with Cyanogen OS software in India.[27]
On 21 December 2014, the banning of import and selling of the device in India was lifted.
The device continues to be shipped with Cyanogen OS; however, a customised version
of Android specially designed by OnePlus and named OxygenOS has been released, allowing
later OnePlus devices to be sold in India.[28][29]
Cease of operations in Indonesia
OnePlus made its products available in Southeast Asia for the first time, partnering with
Lazada Indonesia[30] on 23 January 2015 and was expected to expand during that year
throughout the region.
In June 2016, OnePlus made the decision to pull out of the Indonesian market due to local
regulations for imported 4G smartphones restricting sales of the OnePlus 2.[31] After-sales
support such as warranty claims and repairs for the OnePlus One and X were taken over by
PT Multi Mobile Indonesia.
OnePlus 2 launch invite issue
In advance of the OnePlus 2 launch, OnePlus assured customers that obtaining invites would
be easier, and handsets would ship a lot quicker than with the OnePlus One. However, in a
public apology, Carl Pei admitted the company had "messed up" the launch, and that
OnePlus "only began shipping meaningful quantities [the week of 10 September 2015],
nearly a month after [the] initial targeted shipping date."
OnePlus customer support
The customer support at OnePlus has received widespread criticism. In 2017, the company
increased the number of customer service staff and added some local language support.[34]
OnePlus 2 software updates
Despite promising 24 months of software updates, and telling consumers that the OnePlus 2
would be updated to Android 7 "Nougat", it was eventually confirmed that this was not to
happen, leaving the device on the older Android 6.0.1.[35]
OnePlus USB-C cable
After several weeks of customer complaints on OnePlus forums and on Reddit, Google
engineer Benson Leung showed that the USB-C cable and USB-C-to-Micro-USB adapter
offered by OnePlus do not conform to the USB specification. OnePlus co-founder Carl Pei on
26 November 2015 admitted that the cable and adaptor indeed don't conform to the USB
specification, and offered refunds (although not for cables bundled with the OnePlus 2
phone).

1.2 R&D and Manufacturing

Premium smartphone brand OnePlus Monday outlined plans for its first research and
development facility in India at Hyderabad, which it said will grow to become its biggest
such centre globally in three years.
The company is hopeful that the facility will play a crucial role in development of artificial
intelligence and machine learning in OnePlus products and also drive innovations that are
centric and relevant to its Indian users, it said in a statement.
OnePlus zeroed in on Hyderabad as the site for its R&D centre, as the city houses active
startup ecosystem and offers a sizeable talent pool. "We plan to re-focus our R&D efforts on
a large scale and drive innovations in India for the global product, especially on the software
side with special emphasis on artificial intelligence and machine learning, OnePlus founder
and CEO Pete Lau said.
OnePlus is committed to long-term growth in India, and with the commencement of
operations at the new R&D centre, it is seeking to integrate and dive deeper into the Make
in India' strategy. "The centre will also contribute to nurturing and giving opportunities to
fresh talent as the company initiates the campus hiring programme at number of
universities including IIT Delhi and IIT Mumbai this year,".

1.3 Marketing Mix Of OnePlus India Pvt. Ltd.

A) Product Mix
Oneplus is one of the leading global names in the mobile phone industry. It deals in
designing , manufacturing and marketing of smartphones. Its portfolio includes:
• Smartphones
• Headphones/Earphones/Amplifiers
 • Designer Exclusive cases for its smartphones
• Bundles
• Protection Plans For its products

B) Price Mix
OnePLus has created a distinct name for itself in such a short time span and faces stiff
competition from existing and new players. It has been able to hold on its own because of
smart technology ,meticulous designs and its pricing policies. OnePlus is striving to capture
and impress younger generation, who are on lookout for trendsetters that offers unique
user experience. The company has targeted premium market for its smartphones by
offering attractive models at attractive pricing with high value to the customer.

C) Place Mix
OnePlus has spread its international presence to several global countries and its product are
easily available in nearly 34 countries and regions as of July 2018 including places in Africa,
middle east, south Asia,Europe,Australia and the United States.

D) Promotion Mix
OnePlus has strived to promote its products with the help of an aggressive marketing policy.
It has launched several ad campaigns that highlight its innovative features and is shown via
both traditional and non traditional media. Brand realizes the impact of star power and has
roped in several Indian actors and cricketers to act as brand ambassador and to act in
commercials.

1.4 Marketing Strategies of OnePlus India PvtLtd

It is divided in two parts:
• Online
• Offline
A).Online Marketing Strategies

OnePlus marketers use the Lean Start-up Methodology (Build > Measure > Learn). This kind

of approach allows the campaign to adapt to the market. It involves quick implementation,

examination and adjustment. A genius move on the part of the company was to discard

traditional advertising at the time of launch. The idea was to restrict expenditure on

advertising in order to give customers a cost benefit.

The growing tech-tuned community of the world gave OnePlus just the opportunity it

needed to gain traction. OnePlus has managed to keep it creative in terms of marketing

campaigns, which has also given them a competitive edge. They offered free shipping on

purchases over £60. And in London, they even conducted a ‘Delivery in 60 Minutes or Less’

campaign where every OnePlus phone had to be delivered within 60 minutes or it would be

free.

Compared to others in the business, who spend millions buying media; taking the
unconventional marketing route helped OnePlus cement their place in the industry. Let’s
take a look at some of their campaigns in the Indian market which contributes to 40%
of their revenue.

1. Invite System

The invite system created viral waves. Remember being in high-school and everyone wanted

to be invited to the most happening party of the year? OnePlus invites made you feel just
like that. The invite system first could only be accessed by OnePlus employees and

associates who could then send it to whoever they wanted to. This helped create a group of

influencers who would promote and get other people to engage with the brand. This

strategy helped them gain exclusivity in the market.

2. Influencer Marketing
Taking influencer marketing to a whole new level, OnePlus built an online forum for

technology enthusiasts who could use the platform to discuss various Android app

development related queries. This paved the way for these enthusiasts to become the first

adopters of OnePlus. Without enforcing themselves on their now 800,000-member-

community, they were able to become one of the best-selling phones in India.

3. Tie up with Amazon, Ola & Air Asia

When the very first OnePlus phone in India was released, the tie-up with Amazon

India helped OnePlus sell over 20,000 phones in no time. They even came up with a unique

strategy of allowing Ola and Air Asia customers to request for the phone just to experience

it. And during the launch of the OnePlus X, they even created a campaign where the
consumers could purchase a OnePlus device through the Ola app and have it delivered

within 15 minutes.

4. Unboxing Ceremony
OnePlus mobile phones garner a lot of attention, but unfortunately the ‘unboxing

ceremony‘ was not one of their best ideas. It was quite similar to iPhone unboxing campaign

but failed to have the same impact. Nonetheless, the first video featuring Biswa Kalyan

Rath deserves credit for its amusing take on unboxing videos.

5. Celebrity Endorsement
Big B wants the One.
Though they tried hard not to succumb to traditional methods of advertising, the Indian
market can be quite challenging. This is probably why they decided to join hands with
actors Amitabh Bachchan, Sushant Singh Rajput, chef Vikas Khanna, comedian Vir Das and
more. Picking artists selectively from a variety of industries was an excellent move on the
part of OnePlus to appeal to the masses.

6. #NeverSettle
Through its marketing campaigns, OnePlus aimed to take their customers on a journey

where they can experience the ‘Never Settle’ way of life. The #NeverSettle hashtag proved

that you don’t need necessarily need big bucks to make an impact. If you have a great

product, customers will be drawn to your brand.

B). Offline Marketing Strategy

1. Theatre Screenings

OnePlus had live screenings of the launch of the OnePlus 5 in PVR theatres across Delhi,

Mumbai, Bangalore, Hyderabad and Pune. Fans could book tickets worth Rs.99 on

BookMyShow, to be a part of the big reveal.

2. Pop Up Stores

OnePlus realized that many people in the Indian market like to touch and experience the

device before purchasing it. To cater to this need, OnePlus set up several pop-up stores in a

number of malls and on the high-streets in metro cities. They even entered a partnership

with Croma, allowing users to experience the product first-hand.

3. TV Ads

OnePlus revealed the whole advertisement for the OnePlus 5 during the much-anticipated

India vs. Pakistan Championship match. This probably cost a whole lot of money but

ensured that they had a lot of eyes on the product.

Keeping an Eye on the Demand

The brand ensures that they always present the latest technologies at the right time – not

too early, not too late. Take a look at the older, OnePlus 3T which was released around last

Diwali and is now discontinued. OnePlus ensures that their inventory never exceeds the

demand. The invite strategy ensured that every single phone they built was sold. Selling
products through limited channels allows OnePlus to track inventory levels, which enables

them to curb over-investment.

Competition and Where OnePlus Stands

The brand’s biggest competitors include Samsung, Micromax, Oppo, Motorola, Vivo, Intex,

and Apple. Their unconventional methods of marketing unlike other brands that promote

heavily across traditional media, helps them stand apart. If an up-and-coming brand like

OnePlus had focused heavily on traditional media, perhaps they would have drowned.

A Look at OnePlus’ Failed Campaigns

It’s been quite a bumpy journey though for the OnePlus team in terms of their marketing

strategies. Here are a few strategies that went wrong:

1. Ladies First

This international campaign was launched in August 2014 to attract female buyers; it asked

women to upload a picture of themselves with the OnePlus logo drawn on their body and

gather votes to stand a chance to win a phone. Negative responses on social media

compelled the team to take down the campaign immediately.

2. Smash the Past

Another failed campaign was the ‘Smash the Past’ campaign, where customers were asked
to take videos of breaking their old phones to receive an invite to own OnePlus mobile

phones. This campaign brought the brand a lot of bad publicity and negative reviews.

3. KBC Rip Off

Their latest TVC on Indian television featuring actor Amitabh Bachchan and comedian Rohan

Joshi featuring the Kaun Banega Crorepathi set and format; was called out for copyright
violation by Sony Television Pvt. Ltd. The advertisement had to be taken off the air to avoid

a severe lawsuit.

OnePlus has captured a huge market in only 4 years. Here are three key lessons for

marketers to take note of:

1. Leveraging Influencers
OnePlus used the power of influencer marketing to raise awareness about their products.
Using the brand’s own forum to build a community of loyalists was pure genius.

2. Timely Damage Control

When the brand’s social media campaign received negative reaction and criticism, they
retracted it and apologized to the public.

3. Inventory Management
The brand has to be commended on their inventory management where they built a fixed
number of phones and did not release any new models until all the old models were sold,
ensuring that there was no wastage of raw materials.
The brand’s marketing campaigns although unconventional, remain impactful and have
helped it stand apart from competitors.
2.RESEARCH STUDY
2.1 Research Problem Statement
“Marketing strategies of OnePlus Mobile India Pvt Ltd And it’s Consumer Awareness”.
Primary Objective
• To study the effectiveness of the marketing strategies of OnePlus India Pvt
Ltd.
• To analyse the taste , brand preferences and customer satisfaction level.
• To study consumer awareness of the latest OnePlus smartphones.
Secondary Objective
• To determine whether there is a significant difference between preferences
for features of smartphones on the basis of gender.
• To study the presence of company in the market.

2.2 Research Methodology

Descriptive research design was adopted to describe the data and characteristics about
what is being studied .In descriptive research we have to describe everything in detail like
what is the behaviour of consumer in buying ? What they focus on more while selection and
pricing? And hence we utilize this research method.

2.3 Sources Of Data

Methods of data collection used for the project was done in two ways:
1 Primary Data : The primary data have been collected by questionnaires, schedules and
conversations with the smartphone users in Greater Noida & lucknow.
2 Secondary Data : It is the data whioch is not originally collected but rather obtained
from published or unpublished source .Thus, secondary data are that which have
already been collected by someone else and has been passed through statistical
process. This data is useful fopr conceptual framework.The secondary data is collected
through following source:
• OnePlus Sales Manual
• The website Of OnePlus(https://www.oneplus.in/)
• Brtochure of OnePlus
• Different journals and publications related with smartphone marketing strategy.
• Other relative research papers.

2.4 Sample Size

A sample of 50 respondents (smartphone users) were considered keeping in view, the
constraints of time and resources . OnePlus supervisors, the expertise of the company
employees and partners were sought to build the overview of the current market
possibilities in lieu of the current situation of the local smartphone industry.
Sample Method: Random Sampling

Research Instruments: Questionnaire, Surveys, Observation & Interview.

2.5 Limitations Of The Research

• Only 50 respondents consisting of smartphone users have been interviewed which
comprises a vewry small sample considering the mobile market.
• Survey was mostly confined to smartphone users, but players like company
representatives , dealers , etc were not taken into consideration.
• Smapling method used was convenience & random so the results may not be
complete accurate.
• Answers of the survey depend on the belief & perception of the smartphone users
which may differ from person to person.
• Exaggerated/misleading information could have been given by the respondents to
cut short the interview.
• This study is based on the prevailing customer’s satisfaction. But the customer’s
satisfaction level may change according to time, fashion, technology, development,
etc.
3. CONCEPTUAL BACKGROUND
3.1 Consumer Awareness
Consumer Awareness is an act of making sure the buyer or consumer is aware of the
information about products, goods, services, and consumers rights.Consumer awareness is
important so that buyer can take the right decision and make the right choice.
Importance of consumer awareness
1. To achieve maximum satisfaction : The income of every individual is limited. He
wants to buy maximum goods and services with his income. He gets full satisfaction
only by this limited adjustment. Therefore it is necessary that he should get the
goods which are measured appropriately and he should not be cheated in any way.
For this he should be made aware.
2. Protection against exploitation : Producers and sellers exploit the consumers in
many ways as underweighting, taking more price than the market price, selling
duplicate goods etc. Big companies through their advertisement also mislead the
consumers. Consumer awareness shields them from the exploitation by producers
and sellers.
3.Control over consumption of harmful goods : There are several such goods
available in market which cause harm to some consumers. For example we can take
goods like cigarette, tobacco, liquor etc. The consumer education and awareness
motivate people not to purchase such goods which are very harmful for them.
4. Motivation for saving : The awareness controls people from wastage of money
and extravagancy and inspire them to take right decision. Such consumers are not
attracted by sale, concession, free gifts, attractive packing etc due to which people
can use their income in a right way and can save money.
5. Knowledge regarding solution of problems : The consumers are cheated due to
illiteracy, innocence and lack of information. Therefore it becomes necessary that
the information about their rights should be provided to them so that they cannot
be cheated by producers and sellers. Through consumer awareness they are also
made known to the proceedings of laws so that they can solve their problems.
6. Construction of healthy society : Every member of the society is a consumer. So, if
the consumer is aware and rationale, then complete society becomes healthy and
alert towards their rights.

3.2 Digital Marketing

Digital marketing encompasses all marketing efforts that use an electronic device or
the internet. Businesses leverage digital channels such as search engines, social
media, email, and their websites to connect with current and prospective customers.

3.3 E-Tailing (Electronic Retailing)

Electronic retailing (E-tailing) is the sale of goods and services through the internet.
Electronic retailing can include business-to-business (B2B) and business-to-consumer
(B2C) sales of products and services. E-tailing requires companies to tailor their
business models to capture internet sales, which can include building out
distribution channels such as warehouses and product shipping centers.

3.4 Vertical Integration Strategy

Vertical integration is a competitive strategy by which a company takes complete
control over one or more stages in the production or distribution of a product. A
classic example is that of the Carnegie Steel Company, which not only bought iron
mines to ensure the supply of the raw material but also took over railroads to
strengthen the distribution of the final product. The strategy helped Carnegie
produce cheaper steel, and empowered it in the marketplace.

3.5 Personal Selling

Personal selling can be defined as "the process of person-to-person communication
between a salesperson and a prospective customer, in which the former learns
about the customer's needs and seeks to satisfy those needs by offering the
customer the opportunity to buy something of value, such as a good or
service."[1] The term may also be used to describe a situation where a company uses
a sales force as one of the main ways it communicates with customers.

3.6 Sales Promotion

Sales promotion uses both media and non-media marketing communications for a
pre-determined, limited time to increase consumer demand, stimulate market
demand or improve product availability. Examples
include contests, coupons, freebies, loss leaders, point of
purchase displays, premiums, prizes, product samples, and rebates. Sales
promotions can be directed at either the customer, sales staff,
or distribution channel members (such as retailers). Sales promotions targeted at
the consumer are called consumer sales promotions. Sales promotions targeted at
retailers and wholesaleare called trade sales promotions.

3.7 Public Relations and Publicity

Public relations (PR) is the practice of deliberately managing the spread
of information between an individual or an organization (such as a business,
government agency, or a non-profit organization) and the public.[1] Public relations
may include an organization or individual gaining exposure to their audiences using
topics of public interest and news items that do not require direct payment. [2] This
differentiates it from advertising as a form of marketing communications. Public
relations is the idea of creating coverage for clients for free, rather than marketing or
advertising. But now advertising is also a part of greater PR Activities.

Publicity (from French publicité) is the public visibility or awareness for any product,
service or company. It may also refer to the movement of information from its
source to the general public, often but not always via the media. The subjects of
publicity include people (for example, politicians or celebrities), goods and services,
organizations, and works of art or entertainment.

3.8 B2C Market

Online Platform selling furniture and other home décor products. Retailers, private
labels and marketplace are the top business model in this market.

3.9 Smartphone
A mobile phone that performs many of the functions of a computer, typically having
a touchscreen interface, Internet access, and an operating system capable of running
downloaded apps.

3.10 Marketing Mix

The marketing mix refers to the set of actions, or tactics, that a company uses to
promote its brand or product in the market. The 4Ps make up a typical marketing
mix - Price, Product, Promotion and Place.
4. DATA PRESENTATION, ANALYSIS & INTERPRATATION
Q1. What is your gender?

Gender No. Of Respondents Percentage

Male 32 64

Female 18 36

120

100

80

60 Female
Male

40

20

0
No. Of Respondentrs Percentage

INTERPRETATION

• 64% respondents are male.

• 36% respondents are female.

Q2. What is their age group?

 Category(Years) No. Of Respondents Percentage

<18 4 8

18-24 18 36

24-30 24 48

>30 4 8

No. Of Respondents

<18
18-24
24-30
>30

INTERPRATATION

• 48% respondents belong to 24-30 years age group.

• 36% respondents belong to 18-24 years age group.
• 8% respondents belong to >30 years age group.
• 8% respondents belong to <18 years age group.

Q2. What is your occupation?

 Occupation No. Of Respondents Percentage

Student 19 38

Working Professional 21 42

Business Man 8 16

Others 2 4

No. Of Respondents

Student
Working Professional
Business Man
Others

INTERPRATATION

• 42% respondents are working professionals.

• 38% respondents are students.
• 16% respondents are businessman.
• 4% respondents are housewives, retired persons, etc.

Q4.What is your income per month?

 Income Level (Rs) No. Of Respondents Percentage

<20,000 20 40

20,000-40,000 23 46

>40,000 7 14

50

45

40

35

30

25 No. Of Respondents
Percentage
20

15

10

0
<20,000 20,000-40,000 >40,000

INTERPRETATION

• 46% respondents earns between Rs 20,000-40,000 per month.

• 40% respondents earn less than Rs 20,000 per month.
• 14% respondents earn more than Rs 40,000 per month.

Q5. Which smartphone are you using?

 Brands No. Of Respondents Percentage

OnePlus 7 14

Samsung 13 26

Apple 5 10

Xiaomi 11 22

Vivo 13 26

Others 1 2

Brands
OnePlus
Samsung
Apple
Xiaomi
Vivo
Others

INTERPRETATION

• 14% respondents own OnePlus smartphones.

• 26% respondents own Samsung smartphones.
• 10% respondents own Apple smartphones.
• 22% respondents own Xiaomi smartphones.
• 26% respondents own Vivo smartphones.
• 2% respondents own other company smartphones.

Q6. Which factors influence you while buying a smartphone?

Factors Strong Good Average Less No

 Influence Influence Influence Influence Influence

Brand image & quality 29 18 3 - -

Look & feel (Aesthetics) 35 11 4 - -

Innovative features 38 12 - - -
(selfie camera flash, dual
camera, etc.)

Connectivity & 40 5 3 2 1
Compatibility

Latest operating system 33 13 4 - -

Pricing 30 15 5 - -

Pricing

Latest operating system

Connectivity & Compatibility

Innovative features (selfie camers, dual camera,

etc.)

Look & feel (Aesthetics)

Brand image & quality

Factors

0 5 10 15 20 25 30 35 40 45

INTERPRETATION

• Brand image and quality

29 respondents expressed strong influence.

18 respondents expressed good influence.

3 respondents expressed average influence.

 • Look & feel ( Aesthetics)

35 respondents expressed strong influence.

11 respondents expressed good influence.

4 respondents expressed average influence.

• Innovative features

38 respondents expressed strong influence.

12 respondents expressed good influence.

• Connectivity & Compatibility

40 respondents expressed strong influence.

5 respondents expressed good influence.

3 respondents expressed average influence.

1 respondent expressed no influence.

• Latest operating system

33 respondents expressed strong influence.

13 respondents expressed strong influence.

4 respondent expressed average influence.

• Pricing

30 respondents expressed strong influence.

15 respondents expressed good influence.

5 respondents expressed average influence.

Q7.How often do you change your mobile phone?

Time Period No. Of Respondents Percentage

<6 Months 6 12

6-12 Months 20 40
 >12 Months 24 48

60

50

40

Time Period
30
No. Of Respondents
Percentage
20

10

0
1 2 3 4

INTERPRETATION

• 48% respondents change their smartphone after a year of purchase.

• 40% respondents change their smartphone after 6-12 months of purchase.
• 12% respondents change their smartphone within 6 months of purchase.

Q8. How do you first became aware of OnePlus brand?

Media No. Of Respondents Percentage

Online Ads 26 52

Theatre Ads 15 30

Tv Commercials 7 14

Store Signage Boards 2 4

 60

50

40

30 No. Of Respondents
Percentage
20

10

0
Online Ads Theatre Ads Tv Commercials Store Signage
Boards

INTERPRETATION

• 52% respondents got aware of the brand through online ads.

• 30% respondents got aware of the brand through theatre ads.
• 14% respondents got aware of the brand through TV commercials.
• 4% respondents got aware of the brand through store signage boards.

Q9. How much are you willing to spend for a new smartphone in the future?

Budget(Rs) No. Of Respondents Percentage

<20,000 19 38

20,000-40,000 23 46

40,000-60,000 5 10

>60,000 3 6
 50

45

40

35

30

25 No. Of Respondents
Percentage
20

15

10

0
<20,000 20,000-40,000 40,000-60,000 >60,000

INTERPRETATION

• 46% respondents are willing to spend Rs 20,000-40,000 for buying a new

smartphone.
• 38% respondents are willing to spend Rs <20,000 for buying a new smartphone.
• 10% respondents are willing to spend Rs 40,000-60,000 for buying a new
smartphone.
• 6% respondents are willing to spend Rs >60,000 for buying a new smartphone.

Q10. Would you like to switch to another brand (OnePlus) with high performance and
unbeatable features?
 80

70

60

50

Particulars
40
No. Of Respondents
Percentage
30

20

10

0
1 2 3 4

INTERPRETATION

• 68% respondents are willing to switch to a new brand for better additional features.
• 26% respondents are not willing to switch to a new brand for additional features.
• 3% respondents may be willing to switch to a new brand for additional features.

Q11.Rate the OnePlus exclusive stores on the given 3 factors.

Factors Excellent Average Bad

Experience of the sales staff 35 12 3

Value added services 29 17 4

Store layout 41 8 1

Range of products and services 43 7 -

Customer service level 37 6 7

Factors Experience of the sales

staff Value added services Store
layout Range of products and
services
Excellent 35 29 41 43

Average 12 17 8 7

Bad 3 4 1 -

INTERPRETATION

• Expertise of sales staff

35 respondents rated excellent.
12 respondents rated average.
3 respondents rated bad.

• Value of added services

29 respondents rated excellent.

17 respondents rated average.

4 respondents rated bad.

• Sore layout

41 respondents rated excellent.

8 respondents rated average.

1 respondent rated bad.

• Range of products and services

43 respondents rated excellent.

7 respondents rated average.

• Customer service level

37 respondents rated excellent.

6 respondents rated average.

7 respondents rated bad.

Q12. Where would you prefer to purchase a smartphone mostly?

Particulars No. Of Respondents Percentage

Exclusive stores 23 46

Muti-brands dealers 123 24

Online/E-Commerce 12 24

Other 3 6
 140

120

100

80

60
No. Of Respondents
40
Percentage
20

INTERPRETATION

• 46% respondents prefer to purchase from exclusive stores.

• 24% respondents prefer to purchase from multi-brand dealers.
• 24% respondents prefer to purchase from e-commerce websites.
• 6% respondents prefer to purchase from others i.e. Olx, Quicker, etc.

Q13.Would you recommend OnePlus to your peers, family members and friends?

Option No. Of Respondents Percentage

Yes 28 56

No 10 20

Maybe 12 24
 60

50

40

30 No. Of Respondents
Percentage

20

10

0
Yes No Maybe

INTERPRETATION

• 56% respondents said they will recommend it to their family members, friends,
peers.
• 24% respondents said maybe they will recommend it to their family members,
friends, peers.
• 20% respondents said they will not recommend it to their family members, friends
and peers.
4. FINDINGS, LEARNINGS & CONCLUSION
 4.1 FINDINGS

• There is no difference between preferences for features of smartphone on the basis

of gender.
• Almost half of the respondents (48%) belong to 24-30 age groups and 42%
respondents are working professionals.
• More than half of the no of the respondents (46%) earn around 20,000-40,000per
month which indicate which indicates a decent purchasing power.
• Quarter of the respondents (30%) own a chinese smartphone.
• Almost 75% respondents gets influenced by the aesthetics & innovative features of
the smartphone.
• Almost half of the respondents (48%) tend to keep their smartphone for more than a
year at least.
• Most of the respondents (52%) got aware of OnePlus brand through online ads and
word of mouth for the first time.
• Most of the respondents (52%) got aware of OnePlus brand through online ads and
word of mouth for the first time.
• 46% of respondents are willing to spend 20,000-40,000 for buying a new
smartphone.
• 68% respondents are willing to switch to a new brand for additions features .
Consumer base is becoming more and more feature oriented & variety seeking.
• Almost half of the respondents rated OnePlus exclusive stores on the factors such as
store layout , range of products, customer service level. 46% respondents prefer to
purchase from exclusive stores. This is increasing the goodwill of the firm and
relationship with local retailers and distributors.
• Internet retailers/review/technology websites is becoming an important source of
information to consumer.
• Mostly consumer wants to opt for different smartphone brands instead of looking
for same brand. So consumer is not brand loyal in case of smartphones.
• The most effective mode of marketing being adopted by OnePlus is 360 degree
marketing by targeting sports and entertainment for reaching masses. They also rely
heavily on positive word of mouth.
 4.2 LEARNINGS

• Chinese Brand
Most of the respondents possess general information that OnePlus is a giant Chinese brand
making high end smartphones that can compete with premium smartphones from Samsung,
Apple, Google, etc at an affordable price. OnePlus has done exceptionally well in increasing
its brand visibility both through offline and online media.
But OnePlus is yet to penetrate the market and disrupt it due to its Chinese image and is
also affected by the India-Chinese controversies.
OnePlus needs to educate its consumers about its “Make in India” initiative and should try
to collaborate with the Indian government.

• OnePlus OS vs Android/IOS
OnePlus brand performance is made up the quality of its smartphones and its innovative
features and functions. For the functions OnePlus has some valuable achievement like “dash
charging”,”oxygen OS”, still they are not widely recognised by the consumer community
because of the great popularity of Android and IOS. OnePlus should flash about the
capabilities and features of its operating system.
Thus, high range smartphone of OnePlus are performing exceptionally well which are
ranged between Rs 30,000 – Rs 40,000 but it needs to cater lower income group consumers
too otherwise it wont be able to increase its market share in India.

Other Learning
• The art of mall intercept survey method.
• Practical understanding of the marketing mix.
• Dynamic mindset of the smartphone users & their preferences.
• Innovative ways of marketing strategies for consumer awareness adopted by
smartphone brands.
 CONCLUSION

As a part of my BBA curriculum, I have prepared the BBA project research report on, “ A
Study on Marketing Strategies of OnePlus”.
I have collected all the information (both primary & secondary) regarding to the project
research report through surveys, interviews and observation methods with main focus in
the city of Greater Noida.
Finally I would like to conclude that OnePlus India Pvt Ltd is one of the most competent
companies of smartphone in Greater Noida and needs to focus on their scope of
improvement continuously according to market dynamics. Company should take into
account the suggestions and viewpoints of the smartphone users to improve the
performance level.
The fast pace growth of smartphone market and increasing dynamic competition has forced
all the players to innovate and improvise on regular basis.
 BIBLIOGRAPHY

Websites
https://www.oneplus.in/
Accessed on 20 March 2019 at 6:00 PM

https://www.oneplus.in/press
Accessed on 20 march 2019 at 6:20 PM

https://www.oneplus.in/
Accessed on 20 March 2019 at 7:00 PM

https://en.wikipedia.org/wiki/OnePlus
Accessed on 25 March 2019 at 10:00 PM

https://www.ibef.org/industry/telecommunications.aspx
Accessed on 25 March 2019 at 11:00 Am

www.slideshare.net/mobile
Accessed on 25 March 2019 at 1:00 PM

https://www.marketingmukherjee.com/oneplus-6t-detailed-marketing-analysis/
Accessed on 25 March 2019 at 1:30 PM

https://thenextweb.com/market-intelligence/2015/03/17/how-oneplus-ones-marketing-
made-it-the-most-desirable-phone-in-the-world/
Accessed On 25 March 2019 At 3:00 PM

Books
1. Principles of Marketing. Dr. Khuspat jain Page no. 188-190
Used on April 04 2019

2. C.R. Kothari New Age international, 2004 Page no. 33-37

Used on April 07 2019
 ANNEXURE

Questionnaire on consumer awareness of OnePlus Smartphones

Name:

Q1. What is your age?

o Female
o Male

Q2. What is your age?

o <18
o 18-24
o 24-30
o >30

Q3. What is your occupation?

o School/College Students
o Working Professional
o Businessman
o Others

Q4. What is your monthly income?

o <20,000
o 20,000-40,000
o >40,000

Q5. Which Smartphone are you using?

o Samsung
o Apple
o Vivo
o Xiaomi
o OnepPlus
o Others
Q6. Which factorsn influence you while buying a smartphone?
Strong Good Average Less No Influence
Influence Influence Influence Influence
Brand image &
quality
Aesthetics
(Look And
Feel)
Innovative
Features
Connectivity &
compatibility

Latest
operating
system
Pricing

Q7. How often do you change your smartphone?

o Within 6 months
o 6-12 months
o More than a year

Q8. How did you first became aware of Oneplus brand?

o Online ads
o Theatre ads
o TV commercials
o Store signage boards

Q9. How much are you willing to spend for a new smartphone?
o <10,000
o 10,000-20,000
o 20,000-40000
o >40,000

Q10. Would you like to switch to another brand (OnePlus) with additional/innovative
features?
o Yes
o No
o Maybe

Q11. Rate the OnePlus exclusive stores on the given 3 factors.

Excellent Average Bad

Expertise of sales staff

Value added services

Range of product &

services
Customer service
level

Q12. Where would you prefer to purchase a smartphone mostly?

o Exclusive stores
o Multi-Brand dealers
o Online E- Commerce
o Others

Q13. Would you recommend OnePlus to your peers, family members and friends ?
o Yes
o No
o Maybe