1.

OnePlus leads in premium segment:

2. OnePlus, a relatively younger start-up was founded in December 2013 by Peter Lau, an ex-employee
of Oppo Electronics Corporation, a Chinese consumer electronics and mobile communications
company
3. In 2014, OnePlus entered into India market with the launch of OnePlus One.
4. In 2018, OnePlus shook the market with OnePlus 6 that helped the company to lead the market in
second and third quarters.
5. The entry of One Plus with its strong masstige positioning of exclusivity associated to premium
products, built around the functionality and performance rather than a skimming price tag, caught
attention of the masses in no time.
6. The marketing mix is as follows
 Product – Offering a superior quality product
 Price - price affordability was ensured by focusing on the actual performance rather
than loading frills
 Place – The product is available on Amazon and also on One Plus online store.
 Promotion – The marketer adopted a strong cross channel integrated communication
strategy including an “invite only” sale that One Plus commenced with, making it a
matter of pride for the owner
7. OnePlus had really made a massive impact in the premium smartphone market through its
innovative offering and marketing strategies.
8. While considering the future competition, One plus marketing model could be replicated in new
product developments both in first time innovations as well as brand extensions.
9. Creative promotions highlighted on the aspirational power of the brand could attract attention to
the extended offering among masses.