INTRODUCTION

OnePlus is a China-based electronics company specializing in manufacturing and producing

smartphones. It was founded on 16th December 2013 by former OPPO Vice presidents Pete
Lau and Carl Pei. It is currently majority-owned by OPPO as its only shareholder which is a
subsidiary of BBK electronics along with Vivo, Realme, and iQOO. Although OnePlus has
confirmed that it uses OPPO’s manufacturing line and shares part of the supply chain
resources, Lau denied that OnePlus was a wholly-owned subsidiary of OPPO.

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

This Photo by Unknown Author is licensed under

CC BY-NC

“NEVER SETTLE” for the low-quality devices produced by other companies.

OnePlus released its first product “The onePlus One” in April of 2014 and in December
it was released in India through an invite-only strategy where one would receive an invite, go
into amazon and purchase the product making it an extremely exclusive phone. Although
OnePlus says that it used the invite strategy to bottleneck the huge demand that would flood,
it made the phone a status symbol and an immediate rage. Later, they launched the OnePlus
2, OnePlus X, and OnePlus 3 to the latest like the OnePlus 9Pro. The upgrade of hardware
and software optimization has only gotten better and better every year since the launch. Since
then, OnePlus, which started as an online-only smartphone maker has evolved into a global
powerhouse expanding the company to 38 regions, and 21 countries, and employing over
1000 people.
 PRODUCT MIX

The whole set of products and/or services offered by a company is referred to as product mix,
also known as product assortment or product portfolio. A product mix is made up of product
lines, which are related items that customers are likely to use together or consider to be
similar products or services.

1) They have the most magnificent specifications for mobile in the premium category
2) They are held in the top place in terms of innovation and pricing.
3) Every year OnePlus introduces 2 products/smartphones
4) OnePlus also sells smart TVs, OnePlus buds, OnePlus Bluetooth earphones, and
other accessories, each of which has its own set of advantages over its competitors.

The product mix is defined as the set of total products a particular seller offers to
their customers. This consists of various product lines. In this case, OnePlus, it has 6
product lines. Actually, the product mix includes product width, product depth,
product length, and consistency.

WIDTH: the width of a product mix refers to how many different product lines the
company carries. Currently, OnePlus has a product mix width of six lines.
LENGTH: the length of the product mix refers to the total number of items in the mix.
and OnePlus has a length of 28.
DEPTH: the depth of the product mix refers to how many variants are offered at each
product in the line. here we can take an example of the OnePlus 7T is available in
two variants
CONSISTENCY: the consistency of the product mix describes how closely related
various products lines are in end-use, production requirement, distribution channels or
some other way.

OnePlus has established itself as a trustworthy brand over the years. The market share
that OnePlus currently holds is due to the product's dependability. Because the items are
filled with high-end features and specs, malfunctions or breakdowns are rare.
PRODUCT MIX WIDTH AND PRODUCT LINE DEPTH
SMARTPHONES EARPH TELEVISIO CABLES PROTECTION GEAR
ONES N ACCESSORIES
OnePlus one (2014) Bullet
wireless
(2018)
OnePlus 2 (2015) Bullet
wireless
V2
(2019)
OnePlus X (2015)

OnePlus 3 (2016)

OnePlus 3T (2016)

OnePlus 5 (2017)

OnePlus 5T (2017)

OnePlus 6 (2018)

OnePlus 6T (2018)

OnePlus 7 (2019)

OnePlus 7 pro (2019)

OnePlus 7T (2019)

OnePlus 7T pro (2019)

 PRICE MIX

A business can use a variety of pricing strategies when selling a product or service. Pricing
strategies determine the price companies set for their products. It can also be used to defend
an existing market from new entrants, to increase market share within a market, or to enter a
new market. Pricing strategies can bring both competitive advantages and disadvantages to a
firm and often dictate the success or failure of a business; thus, it is crucial to choose the right
strategy.

SURVIVAL

OnePlus is launched in the year 2014. In my mind OnePlus is survived in the market it hoped
to penetrate the market and survived. OnePlus decided the position itself in the market and
other premium products’ pricing was too expensive. OnePlus primary focus is on delivering
high-end quality and features at affordable prices. The first model OnePlus launched cost
$299 which is very reasonable given the features and the quality phone had. In India, the
phone cost Rs /-19,999 which is a very reasonable smartphone in the market. maximum market
share phenomenon company set lower prices in a price-sensitive market and they hope to get
a larger market share. One plus achieved the goal within 8 months of its launch. And one plus
managed to sell around a million units. OnePlus has managed various strategies including
selling only on an invite-only basis and control over the cost. Apart from this, there are other
lots of fixed costs were absorbed by one plus parent oppo. The pricing model of the mobile
has created a wonder for the company in which it is managed to achieve its goal in a good
position and made itself the best phone in the market in the price segment. The phone was
affordable but they did not compromise on quality.

PRICE QUALITY LEADERSHIP AND PRICE-QUALITY INFERENCES

OnePlus 3 smartphones are priced very low at Rs 28000 at the time of the launch and
considering the specifications quality of hardware, it offers compared to their competitors.
The OnePlus 3 is priced at approximately half of flagships from Apple and Samsung retail.
The target segment of one plus is people who are not willing to or cannot purchase
Pricing of one plus products

Product Price in Rs/-

OnePlus one 25,000
Oneplus2 28,999
OnePlus X 18,999
OnePlus 3 27,999
OnePlus 3T 30,999
OnePlus 5 32,999
OnePlus 5T 35,999

OnePlus 6 40,999
OnePlus 6T 45,999
OnePlus 7 40,000
OnePlus 7T 48,000
OnePlus 8 45,000

PLACE MIX

Place strategies are concerned with making products available when and where customers
want them. As we know that the place of production is not the same as the place of
consumption of tangible products, every company implements distribution methods between
the manufacturers and the consumer markets.

INVITE ONLY STRATEGY

OnePlus entered the Indian market with the OnePlus One with the invite-only strategy to
control its little resources by not allowing everyone to have access to its product. It
exclusively used Amazon to sell its products. Invites were distributed to the online
community, influencers and tech enthusiasts, and owners of one plus.

CHANNELS OF DISTRIBUTION:
these are the channels of businesses or intermediaries which a product or service travels
through before reaching the final customer. OnePlus is following 2 main distribution
channels i.e direct and indirect distribution system

CHANNEL MODIFICATION

OnePlus, initially used Amazon as a distribution channel for its earlier products. Their main
target customers are teenagers and adults. After its initial success, OnePlus started selling its
products on its website, https://www.oneplus.in/ OnePlus 3 is the first product sold via this
website in India.it then started selling its products
offline in major metropolitan cities of India. Now it
made their products available easier to the consumers
through various distribution channels with Experience
stores, Authorized stores, Kiosks, Croma, Reliance
digital, mini stores, etc. OnePlus is now working with
Croma to retail OnePlus offerings via the retail chain
known to deal with electronics and durables. It is now
shifting to selective distributions from exclusive
distributions.

CONSUMER MARKETING CHANNEL

EXCLUSIVE DISTRIBUTION

 0 LEVEL (via website)

ONEPLUS CONSUMER

 1 LEVEL (via amazon)

ONEPLUS AMAZON CONSUMER

SELECTIVE DISTRIBUTION

 1 LEVEL (via Croma)

ONEPLUS CROMA CONSUMER

The Exclusive distribution strategy worked wonders for the OnePlus, creating exclusivity.
thus the image of the brand being premium strengthens in consumers' minds. Modifying the
distributive strategy to a selective channel may harm the firm. The segment targeted by
OnePlus has easy access to the Exclusive channel i.e via the website, Amazon, and the
experience stores, reliance digital, happy store (partner), and different retail stores all over
India. It is in favor of OnePlus to stick to its success formulae.

The emergence of social media and online advertising has changed the landscape of the
OnePlus smartphone communication mix and communication strategy

PROMOTION MIX

One of the most crucial elements of the marketing mix is the PROMOTION MIX. It refers to
a mix of various tools and techniques which aims at enhancing sales of companies’ products
by advertising and reaching the target market. The elements of the promotion mix include
Advertising, Public Relations, Sales Promotion, and Direct Marketing.

ADVERTISING:
As social media has a huge impact on the recognition and approval of a product to the
common audience, OnePlus has cleverly used influencer marketing to advertise, promote and
raise awareness of their products. They sponsored and collaborated with many popular actors,
models, and social media personalities. An example of this was the collaboration with Netflix
India. OnePlus released the first look for the much-awaited “Sacred Games” Season 2 and

claimed that the pictures were taken by their product which drove a lot of visits to their social
media pages.

One of their creative ways of advertising their products was associating them with slogans.
People were drawn to their slogans because each product was differentiated according to its
specialties. Some of the slogans were:

OnePlus One - Flagship killer

OnePlus 2 - Flagship killer 2016

OnePlus 3/3T- A Day’s Power in Half an Hour

OnePlus 5 - Dual Camera. Clearer Photos

OnePlus 5 - A New View

OnePlus 6 - The Speed You Need

OnePlus 6T - Unlock The Speed

OnePlus 7 - Go Beyond Speed

OnePlus 7T - Smooth Like Never Before

PUBLIC RELATIONS:
OnePlus is widely known for its strong and loyal community where the brand always keeps

deep contact with its community. From meetings to queries, the OnePlus community is a go-
to place for all its customers and acts as a bridge between them and the management. They
have created a good brand image for the public by organizing various unboxing events where
hundreds of enthusiasts gather, discuss and experience the new product in their country. In a
mega-unboxing event, two days after the launch of its much-awaited flagship, the OnePlus

6T, the leading premium smartphone maker set a new Guinness World Records title for the
most people unboxing simultaneously. It was an energetic and heartwarming moment to see
hundreds of people gather and create history and breaking the record was considered an
endorsement of the brand’s image and popularity to the public.

SALES PROMOTION:

Sales promotion includes providing incentives to customers which stimulate sales and
purchases of their products. OnePlus provides regular discounts and deals during festive
seasons, Black Friday deals, and during Amazon Great Indian Festive Sale. OnePlus also
provides discounts on purchases by credit cards of certain banks. OnePlus celebrated its 7th
anniversary and as a gesture of gratitude they offered discounts on all the smartphones which
were available for sale

DIRECT MARKETING:

Direct marketing is a promotional tool where a company

interacts directly with its audience without any intermediary.
Direct marketing is an e-way communication between
company and customer that is done for product
announcements, bulletins, order confirmations, and special promotions. It is of various forms
such as text messages, fax, e-mail, online alerts, websites, and promotional letters. OnePlus
has a community-based forum that is clean and organized and is kept so by the users
themselves and when users give some feedback their company tries to make sure that these
problems are solved. They have set up various experience stores across various countries to
get in touch with the customer and learn from their feedback from customers.