1

FIELD STUDY REPORT

On

“Marketing Strategies of OPPO MOBILES”

Towards partial fulfillment of

Integrated Master of Business Administration (IMBA) School of
Management, Babu Banarasi Das University, Lucknow

Submitted by: Guided By:

Ashwani Kumar Pandey DR. Shalini Shukla
RollNo.1170675026 (Associate Professor)
IMBA2ndYear (SOM, BBDU)

Session 2018-2019
School of Management
Babu Banarasi Das University

Sector I, Dr. Akhilesh Das Nagar, Faizabad Road, Lucknow (U.P.) India
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PREFACE

While working in the organization I was trained as a relationship personnel being engaged

into various jobs such as dealing with clients, answering customer queries through telephonic

conversations and providing them knowledge about new schemes and converting them into

our customers.

As my field study report I was given the topic “Marketing Strategies of OPPO MOBILES”

The project work was for this research was conducted in Lucknow to study the customer

relation management.

The research has been conducted to gather information from 100 respondents & a structured

questionnaire will be used to collect the information from the respondents. The data which

was collected from them will be analyzed and classified.

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DECLARATION
I hereby declare that the field work entitled of “Marketing Strategies of

OPPO MOBILES”submitted to the BABU BANARASI DAS UNIVERSITY, is a

record of an original work done by me under the guidance of Dr.Shalini Shukla

(College Guide) and this project work is submitted in the partial fulfillment of

Integrated Master in Business Administration.

Ashwani Kumar Pandey

RollNo.1170675026
IMBA 2ndYear
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ACKNOWLEDGEMENT

No project is completed without the help and efforts of others thus, through this
Acknowledgement I would like to say a big Thanks to all those who helped me while making
this project.

Without their help and support it would have been really difficult for me to work on this project.

Last but not the least I would like to pay My Gratitude towards DR.Shalini Shukla
(COORDINATOR) for his constant support and guidance.

Ashwani Kumar Pandey

RollNo.1170675026
IMBA 2ndYear
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TABLE OF CONTENT

Sl. No. Contents Page No.

1 Introduction 6

2 Company profile 7

3 Objectives of the study 11

4 Research Methodology 20

5 Limitations 22

6 Data Analysis & Interpretations 23

7 Findings 26

8 Conclusion 30

9 Suggestions/Recommendations 31

10 Bibliography 32

11 Annexure 33
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Introduction-
Today’s Marketing scenario is extremely different then what we had 10- 20 years back. There is
a fierce competition in the market and each brand is striving to be the best brand. We are
introduced with new products each day, every company be it old or established one is working
day and night to capture the market.

Today every business organization that comes into contact with customers , they develop a
perception in the minds of the customers
,every organization must know the perception in the minds of the customers as the market is
extremely competitive . In order to gain mind share along with the market share certain strategies
are required especially in the MOBILE SECTOR as there are many competitors , so to leave a
positive impact on the customers, provide the best services to them. To gain the advantage over
the competitors.

This study report is based on the MARKETING STRATEGIES used by OPPO MOBILES as I
have mentioned earlier that there is a fierce competition in the mobile sector yet this company
successfully shared a considerable market share. OPPO Electronics Corporation is simply known
as OPPO and is of Chinese origins. It is associated with
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COMPANY PROFILE

OPPO ELECTRONICS CORP. (commonly referred to as Oppo)is a Chinese

Consumer electronics firm based in Guangdong
,China.Oppo’s major product line includes smart phones, Blue-ray players and other
electronic devices . 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 countries throughout Europe , South
East Asia, South Asia , The Middle East and Africa. Oppo is to delivering the customers
with the most extraordinary mobile experience through meticulous designs and
technology.
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HISTORY:

The Brand Name Oppo was registered in China in 2001 and launched in 2004. The company has
registered the brand OPPO in many parts of the world . OPPO was founded by CHEN
MINGYONG (CEO) , 16 years back in 2001. In the beginning OPPO was engaged in
manufacturing Blu-ray players or MP3players
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-2006 player first MP4

-2008 OPPO enters Mobile Phone Market

-2011 first smart phone.

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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 . OPPO designs, manufactures and promotes
products to assure customers of reliable and the highest end products possible from beginning to
end .

Since its foundind in 2004, OPPO has consistently strived to deliver users this ideology
across globe. Having successfully entered into the mobile phone market in 2008 ,OPPO
began looking at expansion into international market in 2010 and opened its first overseas
business in April 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 their products more accessible around
the globe without compromising products services and quality has neverbeen clearer.-
BAR diagram representing OPPO’s worldwide sale:
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OBJECTIVES OF THE STUDY

OPPO’s basic marketing blue print contains a forward thinking combination of

middle to high-end brand orientation.
To provide beautifully innovative and meticulously designed products.
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.
 Values-
 Do your part.
 Pursuit of Perfection
 User’s Value
 Quickness
 Openess
 Loving our employees.
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~Marketing Strategies Used by OPPO~

 What is Marketing ?
The activities of a company associated with buying and selling a product or
a service. It includes advertising, selling and delivering products to people
.people who work in the marketing department of the company try to get
the attention of the targeted audiences by using slogans, packaging desings
, celebrity endorsement and general media exposure.
The 4 P’s of marketing are product, place, price and promotion.
 What is Marketing Strategy ?
There are many marketing strategies. The great thing about this is that there
is no one way to achieving success. An organization’s strategy that
combines all of it’s marketing goals into one comprehensive plan. A good
marketing strategy should be drawn from market , research and focus on
the right product mix in order to achieve the maximum profit potential and
sustain the business.
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A strategy is a long term plan to achieve a certain objective or goal of the

firm. A marketing strategy is therefore a marketing plan designed to
achieve a certain objective related to marketing.
 Marketing MIX: The Marketing Mix is a set of four Decision which need
to be taken before launching any new product. These variables are known
as the 4 P’s of marketing. These four variables help the firm in making
strategic decision necessary for the smooth running of any product /
organization.
 The Four P’s Stand for:
i. PRODUCT
ii. PRICE
iii. PLACE
iv. PROMOTION.
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 PRODUCT MIX OF OPPO MOBILE:

OPPO is one of the leading global names in the mobile-phone
industry. It deals in designing, manufacturing and marketing of
smartphones.
At its onset, it was a technology and electronics organisation with its
focus on MP3 players but in the year 2008,
it diversified its portfolio and stepped in a segment of smartphones.
It was able to create new and better opportunities for itself by
including Blu-ray players, smartphones and other electronic devices
in its kit. Some of its products are as follows-
 Mobile phones
OPPO A37
OPPO Neo 7 4G
OPPO N1 16GB
OPPO R2001 Yoyo
OPPO R1 R829T
OPPO N1 mini
OPPO Find 5 Mini
OPPO R5
OPPO Neo 3
OPPO R7 Lite
OPPO R1001 Joy
OPPO Neo 5
OPPO Neo
OPPO Neo 7 3G
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OPPO F1 Plus
OPPO Neo 5 2015
OPPO Mirror 5
OPPO F1s
OPPO F1
OPPO R7 Plus

 Blu-ray players

BDP-95

BDP-103
BDP-105
 Headphones and amplifiers
PM-1
PM-2
HA-1
HA-2
HA-
2SE
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 Place in the Marketing Mix Of OPPO:

OPPO has spread its international presence to several global countries

and its products are easily
available in nearly twenty-one countries including places in Africa,
Middle-East, South Asia,
Southeast Asia, Europe, Australia and the United States. Its
headquarters base is at Dongguan in
China. OPPO has formed several divisions based on geographical
locations to design and meet
specific requirements of that area like OPPO Bangladesh, OPPO
Pakistan, OPPO Sri Lanka,
OPPO India, OPPO Thailand,OPPO Vietnam, OPPO Malaysia,
OPPO Philippines, OPPO
Myanmar and OPPO China.

It also has a division OPPO Digital which operates independently and

is based in Mountain View in
the United States. OPPO has full control over its widespread and
strong supply chain that includes
distribution of products from its manufacturing plants to customers
via online stores, mobile stores.
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 Price in the Marketing Mix Of OPPO :

OPPO has carved 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 its own
because of smart technology,
meticulous designs and its pricing policies. OPPO is striving to
capture and impress younger
generation, who are on a look-out for trendsetters that offers unique
user experience.
The company has targeted high-end market for its smartphones by
offering attractive models that bring
value to customers and revenues to the company. OPPO has adopted
a mid-premium pricing
policy and kept its product prices on the higher side compared to
similar products of its rival
brands. It has successfully assured its customers of value-based
pricing and created a niche
market for itself.
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 Promotion in the Marketing Mix Of OPPO :

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 realisesthe impact of star power and has roped in
Indian actors , Sonam Kapoor
and Hrithik Roshan as brand ambassadors and cricketer YuvrajSingh
to act in its commercials.

Luhan and Yang Mi have become its ambassadors in its native

country China. During its launch at
Thailand, it entered into a deal with popular boyband from Korea 2
PM to prepare a launching
song. It has entered into sponsorship agreement like a deal with
International Cricket Council to
become its mobile partner and with FC Barcelona to become its
official partner.
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Research methodology

Methods and Procedure:

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
laments of methodology are as followings:

 Primary sources
 Secondary sources

Primary Sources:

 Primary data have been collected by Public opinion

and conversations with the Smartphone users in the
Lucknow sales region of OPPO INDIA Co. Ltd.

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.
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Sampling:

The method I have used to collect data is random sampling

method. For this I had choose 150 people.

As the desired result of this report was to be able to recommend solutions that
will raise the popularity for OPPO smartphone 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 current
market possibilities in lieu of the current situation of the local
telecommunications industry.
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Limitations

Oppo needs improvement in defining the vision, mission and strategic

Corporate objectives. Marketing management need improvement in all the
Facts of marketing
HRM also needs improvement in all the facts of human resource
Management
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~DATA ANALYSIS AND INTREPRETATION OF DATA ~

The sample size was of 30 people in Lucknow (Uttar Pradesh)

1. How many users of Smartphone are male or female?

Male 60% 1
8
Female 40% 1
2
Smartphone Users

Male
Female

Interpretation:

From the above table it can be observed that 60% males and
40% females have been taken in survey.
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2- How long do you use your mobile phone?

Less than 1 year 70% 21

1-2 year 20% 6
2-4year 75 2.1
Above 4 years 3% 0.9

durability of phone

less than 1 year

1-2 year
2-4 year
above 4 year

 Interpretation- From the above table it can be observed that the

respondents are using mobile phones , Less than a year 70% , 1-
2 years 20% , 2-4 years 7% , above 4 years 3%.
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3- What is the image of Oppo in consumer’s mind?

Economical 80% 24
Durable 7% 2.1
Safe product 13% 3.9

image of oppo

economical
Durable safe product

 Interpretation- from the table it can be observed that the

respondent consider OPPO as Economical 80%, Durable 7%
and safe product 13%
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~FINDINGS~

From the above Data/Charts the following information can be extracted:

 Oppo is widely used by females in comparison to males . I

believe oppo focuses on camera quality quite more than
other features thus it is more famous with females.
 People tend to switch to new phone very frequently , this is
proved from this survey as well. OPPO serves to be a great
option for all those who tend to change their phones frequently
as it is very economical.
 From this data we can inculcate that most of the people believe
that oppo is an economical brand.
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Benefits of Marketing Strategies

Time and money are important primary factors of success in

the business industry. As you will see below, a marketing
strategy helps owners to define a brand so that they don't
spend loads of productivity time marketing a product to the
wrong people. A marketing plan provides a blue print for
business owners to follow with hopes to bring in more money
than they put out.

Provides a plan

Marketing plan acts as a guide as the business progresses, so

owners can see where their time and money is going. It
provides a look into the future goals of the company, and
gives step-by-step directions on how to achieve those goals.

Defines the brand

This is a very important element of the marketing plan because

without it, a business wouldn't last long. They would be exausted.
Defining a brand means knowing what you're selling it to. In other
words, you must also define your audience. Without knowing who to,
business owners can lose valuable time.
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 SWOT ANALYSIS OF OPPO

Strengths

 Oppo is good in terms of marketing share in terms of mobiles, it captured

Samsung, Micromax market share by superior innovation in Smart
Phones'
 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 products portfolio which
includes Mobiles, mp3 Players, mp4 Players, TV, Blureplayers
 Oppo took advantage og 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 objectives. Marketing management need 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

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 Oppo is maintaining good international relationship with countries and

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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 scopeof entering
into unrelated diversification

Threats

 Regulatory issues and safeguarding of property rights was main threats

in legislation
 The competitor like Nokia are focused only in one segment.
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CONCULUSION

It was a wonderful and learning experience for me while working on this project. This project took me
through the various phases of project development and give me the real insight into the world of marketing.
The enjoy of working and the thrill involved while tackling the various problem and challenges give me the
feel of marketing managers. It was due to this project I came to know how marketing strategies are

developed.I enjoyed each and every bit of work I had put into this project. The project is further extendable .
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Suggestions

As for now I would like to suggest certain points to OPPO MOBILE

which will return in better market share and more customers will be
attracted.
 The company should focus on producing more durable phones.
 Oppo should introduce new and better technology at low rates, as there is
a fierce competition company should keep the technology updated
 The head of the company should focus in producing more
economical products such as REDMI , HUWAEI etc.
 The company should focus on the overall quality of the phonr rather than the
camera.
 make it popular in countries other than AsiaThe company should work on it’s

 branding so as to.
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BIBLIOGRAPHY

1. www.wikipedia.com

2. http://www.oppo.com/en

3. www.studymode.com

4. www.forbes.com

5. www.google.co.in

6. www.yahoo.com
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QUESTIONNARE

Study of mobile market for oppo Informatics with special reference to Pune

NAME:

1. Gender

Male

Female

2. Your Age

Less than 18

18-22

22-26

26-30

3. Occupation

College

Business

Service

Others

4. Do you have oppo mobile or which model

1. YES
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2. NO

5. Which mobile phone are you using?

Nokia

Samsung

Oppo

iPhone

Blackberry

6. How long do you use your mobile phone?

Less than 1 year

1-2 Year

2-4 Year

More than 4 Year

7. What is the image of Oppo in your mind?

Safe Product

Durable

8. Where do you often see Oppo advertisement?

Tv

Newspaper

Online
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Radio

9. Do you think Oppo can be market leader?

Yes

No

10. Are you satisfied with Oppo?

Yes

No