“PROMOTIONAL ACTIVITY IS IMPORTANT FOR –

‘PRODUCT’ OR ‘BRAND’!”

MIP Project Submitted to the

5year IMBA Programme , Department of
Business Administration ,Utkal university
For the partial fulfillment for the award of the degree of
Master of Business Administration in the year 2020

By
Subhashri Rutumbhara Padhy
Roll No: 53209V1501044

Under the Supervision of

Mr .Managobinda Mishra
Promotion Manager
OPPO, Odisha

Department of Business Administration

Utkal Univerity
Bhubaneswar –751004, Odisha, India
 CERTIFICATE

This is to certify that the work contained in the project entitled “Promotional Activity is
important for – ‘Product’ or ‘Brand’!”, submitted by Subhashri Rutumbhara Padhy

Roll. No.: 53209V1501044 for the award of the degree of Master of Business
Administration to the Utkal University , Bhubaneswar , is a record of bona fide research
works carried out by him/her under my direct supervision and guidance.

I considered that the MIP project has reached the standards and fulfilling the
requirements of the rules and regulations relating to the nature of the degree. The contents
embodied in the project have not been submitted for the award of any other degree or
diploma in this or any other university.

Date:
Place:
Signature of Supervisor(s) and
designation
Name(s)
Department(s)
 DECLARATION

I certify that

a. The work contained in the project is original and has been done by myself under the
supervision of my supervisor.

b. The work has not been submitted to any other Institute for any degree or diploma.

c. I have conformed to the norms and guidelines given in the Ethical Code of Conduct of
the Institute.

d. Whenever I have used materials (data, theoretical analysis, and text) from other
sources, I have given due credit to them by citing them in the text of the thesis and
giving their details in the references.

e. Whenever I have quoted written materials from other sources and due credit is given
to the sources by citing them.

Date:

Place:

Subhashri Rutumbhara Padhy

Roll No.: 53209V1501044
 ACKNOWLEDGEMENTS

The internship opportunity I had with OPPO was a great chance for learning and professional
development. Therefore, I consider myself as a very lucky individual as I was provided with an
opportunity to be a part of it. I am also grateful for having a chance to meet so many wonderful
people and professionals who led me though this internship period.

Bearing in mind previous I am using this opportunity to express my deepest gratitude and
special thanks to Mr. Managobinda Mishra, Promotion Manager at Oppo Odisha, who in spite of
being extraordinarily busy with her/his duties, took time out to hear, guide and keep me on the
correct path and allowing me to carry out my project at their esteemed organization and
extending during the training.

It is my radiant sentiment to place on record my best regards, deepest sense of gratitude to

Mr./Ms Manjusmita Das, Utkal University for her careful and precious guidance which were
extremely valuable for my study both theoretically and practically.

I perceive as this opportunity as a big milestone in my career development. I will strive to use
gained skills and knowledge in the best possible way, and I will continue to work on their
improvement, in order to attain desired career objectives. Hope to continue cooperating in the
future,

Sincerely,

Subhashri Rutumbhara Padhy

Place: Bhubaneswar

Subhashri Rutumbhara Padhy

 ABSTRACT

The present business scenario is totally customer oriented. Each company faces
stiff competition from its competitors, each provides the best services at
competitive rates.As a result customer has lot of choices to get the best with the
least cost .To face this competition, it is very important to know customer’s
behaviour towards different products and services.This project is aimed at
understanding the marketing strategies adopted by OPPO and its impact on the
perception of OPPO customers.Research has showed that it is far more costly to
win a new customer than it is to maintain an existing one,and there is no better
way to retain a customer than to exceed his expectations.The focus of my research
was the analyse the point that the promotional activities by the organistion
improves the product value or the brand value.My job was to interact with the
promotional team and sales persons and analyse the level of customer satisfaction
also.There can be no better opportunity to interact with the internal as well as
external management people of the organisation.
LIST OF FIGURES

Chapter 7 Page

Figure 1.1: Male or Female users of Smartphone 21

Figure 2.1: Age variation users of Smartphone 22

Figure 3.1: Different Occupation users of Smartphone 23

Figure 4.1: How long use your mobile phones 24

Figure 5.1: Oppo in your mind 25

Figure 6.1: Duration of daily mobile uses for call 26

Figure 7.1: Using different features in Mobile phones 27

Figure 8.1: Favorite features of customer 28

Figure 9.1: Battery backup problem 29

Figure 10.1: Sole reason for buying Oppo Phone 30

 LIST OF TABLES

Chapter 7
Page

Table 1.1: Male or Female users of Smartphone 21

Table 2.1: Age variation users of Smartphone 22

Table 3.1: Different Occupation users of Smartphone 23

Table 4.1: How long use your mobile phones 24

Table 5.1: Oppo in your mind 25

Table 6.1: Duration of daily mobile uses for call 26

Table 7.1: Using different features in Mobile phones 27

Table 8.1: Favorite features of customer 28

Table 9.1: Battery backup problem 29

 CONTENTS

Content Details Page No.

Title Page
Certificate by the Supervisor(s)
Declaration
Acknowledgements
Abstract
List of Figures
List of Tables
Contents

Chapter 1 Introduction

1.1 Mobile Market in India 1-2

Chapter 2 Company Profile

2.1 History of Oppo 3-5

2.2 Oppo Global Business 5-6
2.3 Culture & Philosophy 06
2.4 R&D and Manufacturing 7-10

Chapter 3 Promotional Strategy 11-15

Market Situation
Chapter 4 16
Chapter 5 Competitive Situation 17
Chapter 6 Objectives 18
Chapter 7 Research Methodology 19-31
Chapter 8 Limitation of Report 32
Chapter 9 SWOT Analysis 33
Chapter 10 Conclusion 34-35
Chapter 11 Suggestion 36-37
Chapter 12 Bibliography 38
Chapter 13 Questionnaire 39-43
 1.Mobile Market in India
India is expected to overtake the US as the second-largest smartphone market
next year with robust annual growth, says a Morgan Stanley research report.
According to the report on global technology and telecom, the country’s
smartphone market will grow at a compounded annual growth rate (CAGR) of
23 percent through 2018 and would account for 30 percent of the global growth
during the period.
“We expect India to overtake the US next year as the second-largest smartphone
market by units. India will grow nearly five times faster than the world’s largest
smartphone market China, where growth has decelerated,” the report said.
It added, “We estimate a 23 per cent CAGR in units in India, compared with 5
percent over the same period in China. By 2018, we estimate 192 million
smartphones will be shipped to India or 11 percent of global units.”
Morgan Stanley said there are only 225 million smartphone subscribers in the
country, accounting for 18 percent of the total population.
“The improvement in demographics, as measured by declining age dependency,
has been one of the most important factors supporting higher potential growth in
India… We expect consumption to maintain a relatively high growth rate,

1
driven by an increase in per-capita income growth and an emerging middle
class,” it noted.
On consumption of data, the report said the country is on the cusp of significant
growth in data traffic driven by rising data users as well as growing data usage
per user.
“We expect India’s internet penetration to reach 50 per cent by 2018, up from
26 percent last year, driven by rising smartphone availability and affordability,
online content and changing user behaviour,” it said.
The global consultancy estimates 4G smartphones will account for 75 percent of
170 million shipments by the next year, which currently has less than 1 per cent
subscriber penetration in the country.
The report, which is based on 2,600 urban smartphone buyers, said the
respondents paid an average of Rs 8,500 for their smartphones and plan to
spend 40 percent more on their next phone.

2
 2.Company Profile
OPPO is a global electronics and technology service provider that delivers the
latest and most exquisite mobile electronic devices in over 20 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.
The History of OPPO :-

2001
OPPO is Globally Registered

2004
OPPO Launched in China

2005
OPPO's First MP3 Player

3
2006
First MP4 Player
Feature Phone

2008
OPPO Enters Mobile Phone Market
Smartphone

2011
First Smartphone: Find Me

2012
Finder, Find 3

4
2013
Find 5, N1, Color OS

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

2014
N3, R5
Still Pushing Forward

OPPO Global Business

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
5
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.

Culture and philosophy: -

At OPPO, we believe that true innovation is all about changing, renewing or

creating more effective products that make life simpler. A core part of OPPO’s
company culture lies in its commitment to working with its fans to develop and
deliver the best products possible, through openness to customer feedback.
OPPO's brand philosophy is summed up in the phrase “The art of technology”.
It conveys our business principles of honesty, integrity and ethics. OPPO is
consistent in its determination to not only do things right, but also to do the right
thing in any given situation.

OPPO is wholeheartedly inspired by its customers. OPPO co-develops products

with customers based on their feedback on both the hardware and software user
experience. OPPO has adopted a strategy of rapid release for smartphone
development, releasing firmware updates as well as expanding its reach and
service across the globe.

OPPO is continually striving to impress and capture young hearts with elegant
trendsetting design, excellent user experience, customer-centered product
development, quality service, and most importantly an attitude of the relentless
pursuit for perfection.

6
R&D and Manufacturing:-

With a uniquely independent R&D capacity, OPPO designs, develops,

manufactures, markets and sells its products with full control over the entire
supply chain. This ranges from the factories to the hands of customers and while
only using the highest quality components available. This ensures OPPO can
design with the end product in mind and ensure that only the best possible
quality products reach the customers. The company operates to the highest
quality assurance standards from rigorous design reviews through to scientific
solution verification.

A key part of OPPO’s strategy is to establish long term alliances with the most
influential and wide reaching international partners, such as Qualcomm to
ensure that OPPO has the latest and best hardware available.

The History of OPPO innovation

Oppo Finder world’s slimmest phone just 6.65 mm

Oppo find5 world first Smartphone with a 1080p IPS screen and
a staggerina 441

7
 OPPO N1
Camera:
World’s first rotating camera with
flash light o-touch panel, world’s
first Smartphone with rear touch
back panel o-click, a Bluetooth
remote camera
trigger and a device locator

OPPO FIND 7
Remarkable 5.5”quad HD
screen
World’s first Smartphone that
can take 50 megapixel photos
Vooc rapid charge:
The world’s fastest and safest
mobile device charging
technology

8
 Live Weather
Gesture panel
Off-screen
gesture

Awards and Achievements

‘find5 design impressed our N1 is the best Smartphone

Jury consisting of experts you’ve almost certainly
And renowned designers never heard of

9
 IF design Award 2014,knows as
The world biggest-selling gadget
the ‘designer oscar ‘
magazine

Supporting a touch-enabled rear oppo, another Chinese

Surface, a rotatable 13-megapixel
Camera and a 5.9-inch full-HD
Display ,the oppo N1 is clearly
One of the most innovative
Smartphone’s released this year
Smartphone maker, its oppo
finder is so thin .it’s thinner
than the iphone5

one of the most influential global

The world’s larder in tech product reviews
News agency

10
 3.Promotional Strategy

OPPO has strived to promote its products with help of an aggressive marketing
policy. It has launched several ad campaigns that highlight its innovative
features and are shown via television, newspapers and billboards and in social
media via Facebook, Twitter, Blogs, Instagram and YouTube. Brand realises the
impact of star power and has roped in Indian actors Sonam Kapoor and Hrithik
Roshan as brand ambassadors and cricketer Yuvraj Singh to act in its
commercials.

11
During the promotional period, from 17th November 2016 till 31st January 2017, customers who purchased
F1 Plus and F1s by using AEON Easy Payment or Hong Leong Credit Card will be entitled for
complimentary gifts worth RM128. On top of this, a 4-days promotion (from 17th November 2016 till

12
20th November 2016) will be available only in send Digital Stations. Customers who purchased OPPO F1s
and F1 Plus will be eligible for additional complimentary, OPPO Care which worth RM98.

13
14
15
 4.Market Situation

Chinese handset maker Oppo grew 1578% on year in the fourth quarter of 2016
to reach third spot, grabbing 9% of the India’s overall smartphone market,
according to data shared by Singapore-based research firm Canalys.

“Oppo was the best-performing vendor in the top five, shipping 2.6 million
units, up from 150,000 a year ago, and a 150% increase from the previous
quarter,” the agency said.
In August, Oppo had 8% of India market sales by value as opposed to Apple’s
6.3 per cent, according to Gfk data. Reliance’s Lyf and Micromax trailed with
6.1 per cent and 5.4 per cent shares, respectively, while Samsung led with 46.9
per cent value market share during the month. However, data from Counterpoint
Research suggested that Apple had a 5.6 per cent market share by value in
August, coming in at the sixth spot, while Oppo maintained its third spot with 7
per cent valueshare.

16
 5.Competitive Situation

Oppo saw 29.9 per cent sequential growth in the quarter, and has a strong retail
presence coupled with aggressive marketing

17
 6. Objectives
Objective of the Study:

Study on “PROMOTIONAL ACTIVITY IS IMPORTANT FOR

– ‘PRODUCT’ OR ‘BRAND’!”
Project on the above mentioned topic was carried out by me through thorough
observation and interacting with various customers as well as sales persons. The
objectives for studying were -

• To test the effectiveness of the communication of the offers to the

consumers
• To test the awareness level among public with respect to offers of Oppo
• To assess the attractiveness of the offers to customers at Oppo
• To determine whether the promotional events increase thr product value
or the brand value

Function of the job:

• The main task given to me was to check the activities of the promotional
team
• Regular communication with shop owners of different markets and also
with the potential customers.
• Visiting shops and emerging markets.
• Sales inspection of different stores under mine.
• Promote OPPO by spreading positive word of mouth communication.
• Collecting the market information from the market.
• Reporting the information to the manager.
• Planning the new strategy for communicating with the sales persons

18
 7. Research Methodology
Methods and procedures:
Every Research work should be conducted through a specific and predetermined
methodology to explore an effective research outcome. The nature of the study
is a qualitative research. It has been conducted with a methodology and the
elements of methodology are as following:
• Primary sources
• Secondary sources

Primary sources:
• Primary data have been collected by direct interviews and conversations with
the Smartphone users in the Bhubaneswar(Shahid- nagar, Bapuji Nagar,
Indradhanu market) region of OPPO INDIA Co. Ltd. (Odisha) and the sales
persons.

Secondary sources:
• I collected the secondary data from following sources:
• OPPO Sales Manual.
• The website of OPPO (www.oppo.com.bd).
• Brochure of OPPO.
• Different journals and publications related with Smartphone branding
strategy.
• Other relative research papers.

Sampling:
The method I have used to collect data is random sampling method. For this I
had choosen 150 people.

19
As the desired result of this report was to be able to recommend solutions that
will raise the popularity for OPPO Smartphones as a brand in the local market,
the primary sample population were the competing brands to assess OPPO’s
market position regarding certain in-focus products at the moment.The
secondary population in this instance was representatives of these brand
organizations in the local/regional market. In order to decide which brands are
these key competitors, local retailers and consumers along with local OPPO
supervisors were taken as another set of sample population. This done, the
expertise of company employees and partners were sought to build the overview
of the current market possibilities in lieu of the current situation of the local
telecommunications industry.

20
Analysis and Findings
The sample size was of 150 people in Bhubaneswar (Odisha)

1. How many male or female user of Smartphone ?

Table - 1
Male 60% 90

Female 40% 60

Figure – 1.1

Male Female

40%
60%

Interpretation
From the above table it can be observed that 60% males and 40% females have
been taken in the survey

21
2.Age?

Table - 2

>18 18-22 22-26 26-30 <30

7% 36% 30% 17% 10%
10 54 45 25 15

Figure – 2.1

Less Than 18 18-22 22-26 26-30 More Than 30

10% 7%

17%
36%
30%

Interpretation
From the above table it can be observed that the age respondent which is Less
than 18(7%), 18-22(36%), 22-26(30%), 26-30(17%), More than 30(10%)

22
3.Occupation

Table – 3

College student Business man Service Other

46% 17% 20% 17%

69 25 30 25

Figure – 3.1

College Student Busines Man Service Others

17%

46%
20%

17%

Interpretation
From the above table, it can be observed that the occupation of the respondent
are college students (46%), Businessman (17%), Service (20%), others (17%)

23
4. How long do you use your mobile phone?
Table - 4
>1 year 1-2 year 2-4 year <4 year
70% 20% 7% 3%
105 30 10 5

Figure – 4.1

Less Than 1 Year 1-2 Year 2-4 Year Above 4 Year

7% 3%

20%

70%

Interpretation
From the above table it can be observed that the respondents are using mobile
phone. Less than one year (70%), 1-2years (20%), 2-4years (7%), above 4 years
(3%)

24
5.What is the image of Oppo in your mind?
Table – 5
Economical Durable Safe product

80% 7% 13%

120 10 20

Figure – 5.1

Economical Durable Safe Product

13%
7%

80%

Interpretation
From the table it can be observed that the respondent consider Micromax as a
Economical (80%), Durable(7%), Safe Product(13%)

25
6. How much time do you spend on your mobile phone on average in a day
(calls only)?

Table - 6

Less than From 30 From 1 to 2 hours From 2 to 3 More than 3

30 minutes minutes to 1 hours hours
hour

Figure – 6.1

Average spending time on mobile phone

Calling function is the main basic function of the mobile phone. From the above
chart it shows that maximum no. of respondents spend 1 to 2 hours only for
communicating from mobile phone. After that 2 to 3 hours then 30 minutes to 1
hour is heights time to talk over the phone.

26
7. Do you use any other features of your mobile phone? If so, how much
time do you spend on this feature?

From the figure given below its shows that the most popular feature of the
Smartphone is internet browsing and application using. Then most popular
features are gaming and camera. Most of the respondents are using these
features for a long time in a day.

Figure – 7.1

27
8.Which of these is your favorite feature?

Table - 8

Camera Internet Gaming Text messaging

/application
13% 60% 20% 7%
19 90 30 11

Table – 8.1

Interpretation:

From the above chart it again shows that the most popular Smartphone
application is internet browsing and application using and which is 60%, after
that gaming is 20%, camera is 13% and text messaging is 7%

28
9.Do you face battery charging backup problem?

Table - 9
Yes No
80% 20%
120 30

Figure – 9.1

Battery charging backup problem faced by respondents.

From the figure it is very clear that most of the respondents are facing battery
charging backup problem. From the respondents 80% of the respondents agreed
that they are facing battery charging backup problem.

29
10. What will be the sole reason to buy an oppo phone ?
Figure – 10.1

Sole reason for buying an oppo phone

brand product

People these days are more attracted towards the product features rather than the
brand value of the product. The extensive campaigns and heavy marketing
strategies of oppo have attracted many potentials finds to come and join
themselves with oppo.

Observation and findings:

• From my observation and practical survey on the promotions of OPPO
Odisha ,I come up with some findings and some key challenges, which are
given below:

30
Findings for OPPO:
• 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.

Key challenges for OPPO:

• Brand awareness is there, but still lacks motivation for purchase
consideration on much level.
• Heavy number of competitions
• Discrimination on basis of brand

31
 8. .Limitation of the Report:
• In every study there have some limitations and in my report there are some
limitations. I did customers and visitors survey for my internship report, but I
also need to take a survey from the channel partner of OPPO. Some
information gaps and limitation which is given below:
• In my report I can’t discuss some organizational data and information for
organizational policy.
• It was hard to find out branding strategy used by OPPO India
Co. Ltd. because they are not sharing information much and some
information I have to find my practical observation.

• Time limitation is another fact that’s why my survey quantity is limited.

I figure out some information with informal talk with employees or officers
which are every telecommunication company have some banding policy and
connection with markets so that I can’t find out proper outcome of my
questionnaire.

32
 9. Swot Analysis
Strengths
• Oppo is financially strong and stable company. The production process and
process of inventory management are consistent with industrial standards.
• The brand value increased by 80% in last two years
• The Company enjoys wide range of product portfolio which includes
Mobiles,mp3 players ,mp4 players ,tv,bluereplayers
• oppo took advantage of growing economy of Asian market by setting up
manufacturing plant in India there by reducing logistics and supply chain
Weakness

• oppo needs improvement in defining the vision, mission and strategic

corporate objective. Marketing management needs improvement in all the
facts of marketing

• HRM also needs improvement in all the facts of human resource

management
Opportunity
• oppo is reasonable equipped to take care of technological changes
• oppo is maintaining good international relationship with countries and local
• The population is growing so as the demand for mobile phone demand is
also growing.
• The financial position is strong and there is a scope of entering into
unrelated diversification

Threats
• Regulatory issues and safeguarding of property rights was main threats in
legislation

33
 10. Conclusion
1. Excellent product quality: This refers to the product ability to satisfy
consumers or customers need, both functionally and emotionally. This is
the most important factor if a brand is to be a winning brand. Users are
getting smarter in their choice and will not make purchase decision if they
don’t trust in the quality of the product presented to them.
2. Comprehensive and thorough communication: Hitting the right
communication channel and effectively delivering the message to
potential buyers contributes to the success of a brand. Even for a good
product, if no one knows about it, talks about it or discuss about it, then
the chance of failure for that product is really high. Considering the case
of iPhone for example although there has been a lot of negative feedback
about the product recently, however, every time a new version of iPhone
is launched, the world holds it breath and eagerly waits to see the great
invention of Apple. This is achieving through mastery in communication.
Despite that, the product must be strong, reliable and good all by itself in
order for consumers to test out and trust what being said in the
communication channel.

3. Intense product features

With heavy effort on increasing sales of the product, oppo has come of
with many advertisements that touch the mind and soul of the customers.
With heavy amount of advertising and promotional activiiies oppo could
reflect its position in the eyes of the non-users who now think to be
connected with Oppo. The tagline that oppo creats OPPO- CAMERA
PHONE is very eye-catching and smooth. The endorsements it offers and

34
 also the sponserships it grant at high levels increases its brand value . And
because of this brand value, customers accepts its products.

With that being said, to be on top, OPPO must perform three critical tasks:
design a great product and build up a communication plan for it and most
importantly increase the brand value.. Design of the product would come
straight from the need or expectation of the market. Consumers no longer want
to buy what marketers sell to them; instead they want to buy things to solve
their need. Therefore OPPO must base on the need in the market to come up
with an idea or solution those consumers or customers would buy. Next would
be to build up a strategy, marketing strategy, communication strategy, and so
on. At the heart of all those activities is the brand positioning. Thus “
promotional strategies are based on and to develop product features more
,rather than the brand.”

35
 11.Suggestions

• In order to make recommendation about developing brand strategy for OPPO

India 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
36
 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 andintegrating 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 India 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.
37
 12.Biblography
• www.google.com
• www.slideshare.com
• Oppo manual
• Google images

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 13. Questionnaire

Note : The questions with the asterick (*)sign are required and cannot be waived.
*1.Please select your gender group .

• MALE
• FEMALE

2.Please select your marital status.

• SINGLE
• MARRIED

*3.Please select an age group.

• Less than 18
• 18-22
• 22-26
• 26-30
• More than 30

*4.What is your occupation?

• College Student
• Businessman
• Service
• Others,please specify

5.What type of phone would you like to have?

• Flip phone
• Slide phone
• Tough phone

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 • Luxury fashionable phone
• Smart phone

*6.How long do you use your mobile phone ?

• Less than 1 year

• 1-2 years
• 2-4 years
• More than 4 years

7.What size of screen would you prefer?

• Small (1.0 – 2.4 )inches

• Medium(2.5-3.5)inches
• Large (3.6-4.4) inches

8.How much are you willing to spend on a mobile phone ?

• Below Rs 2,000
• Rs 2,000 – 6,000
• Rs 6,000-12,000
• Rs 12,000 – 25,000
• Rs 25,000- 40,000
• More than Rs 40,000

*9. What functionality would you prefer to have on your mobile phone.How
much time do you use these feaures.

• Camera
• Internet applications
• Gaming
• Text messaging
• Other utilities

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10.What do you consider important when choosing a mobile phone ? Rate from
1(lowest) to 5(highest).

• Functionality
• Name of Brand
• Look & Feel
• Applications store
• Connectivity
• Pricing
• Advert

11.Which Brand are you using?

• Samsung
• Gionee
• Oppo
• MI
• Micromax
• Others, Please specify

12. What is the best feature of your Mobile?

• Camera
• Battery life
• Internet speed
• Design & Style
• Storage

13.Which is the Alternate Brand that you would like to use in future ?

• Samsung
• Gionee
• Oppo
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 • MI
• Micromax
• Others, Please specify

14.Have you ever used Oppo Phones?

• Yes
• No

*15.What is the image of oppo in your mind?

• Economical
• Durable
• Safe product

16.If Yes, Which Model of Oppo have you used Before ?

• Oppo F3 Plus
• Oppo F1s
• Oppo F1 Plus
• Oppo A57
• Oppo A31
• Any Other , Please Specify

17.If No , Why don’t you use Oppo?

• I use another Brand

• Oppo phones are costlier
• I am not techno-savy
• Any others, please specify

*18. How much time do you spend on your mobile phone on average in a day
(calls only)?

• Less than 30 minutes

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 • 30 minutes – 1 hour
• 1 hour -2 hours
• 2 hours- 3 hours
• More than 3 hours

*19.Which is your favourite feature ?

• Camera
• Gaming
• Text messaging
• Internet browsing applications

*20.Do you face battery charging backup problem ?

• Yes
• no

*21.What will be the sole reason to buy an OPPO phone ?

• Product
• Brand

21. Any suggestions..

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