A

PROJECT REPORT
On

A STUDY ON MARKETING STRATEGIES OF

ONEPLUS

MASTER OF BUSINESS ADMINISTRATION

(M.B.A.)
SESSION (2021-2023)

Under Guidence of: Submitted By:

Mr. Rohit verma Mo. Shahvan
Roll no – 2100460700030
 ACKNOWLEDGEMENT

Presentation, Inspiration and Motivation have always

played a key role in the success of any venture. I express my
sincere thanks to Mr. Rohit verma Sir.
I pay me deep senses of gratitude to my teachers to encourage me
to highest peak. Last, but not the least my parents are also an
important inspiration for me. So with due regards, I express my
gratitude to them.
 DECLARATION

I hereby to declare that the project work entitled A study on

Marketing Strategy of Oneplus submitted to AKTU University is
a record of original work done by me under the guidance of Mr.
Rohit verma Sir and this project work is submitted in the partial
fulfilment of the requirements.

MO. SHAHVAN.
 EXECUTIVE SUMMARY

This project is an integral part of MBA curriculum. This gave me 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 Kanpur.

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.
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
ONEPLUS was founded on 16 December 2013 by former Oppo vice-president Pete
Lau and Carl Pei.
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." He also showed aspirations of being the "Muji of the tech
industry", emphasizing its focus on high-quality products with simplistic, user-friendly
designs. Continuing Lau's association with the platform from the Oppo N1, 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.
The company unveiled its first device, the OnePlus One, on 23 April 2014 which was intended
to capture market from the Google Nexus series. 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 centers
across India.
On 16 December 2014, The Supreme Court of India and Delhi High Court banned the import
and sale of OnePlus One phones following a lawsuit by Micromax alleging it has exclusivity for
shipping phones with Cyanogen OS software in India. On 21 December 2014, the ban was
lifted. The device continues to be shipped with Cyanogen OS; however, a customized version
of Android specially designed by OnePlus and named OxygenOS has been released, allowing
later OnePlus devices to be sold in India.
At the launch event of the OnePlus 6 on 17 May 2018, OnePlus announced it would be
opening five new OnePlus Experience stores in India, as well as 10 new service centers.
According to market research firm Counterpoint Research, OnePlus topped the Indian
premium smartphone market last year with a 33 percent share, beating Samsung Electronics
with 26 percent. In the IDC survey, OnePlus ranked third in India's market with more than $500
in the first quarter of this year after Apple and Samsung Electronics. And it ranked second after
China's Vivo in the 300-500-dollar market.
In 2021 Oppo and OnePlus combined their hardware research teams via OPlus.

Invitation system
Early phones were only available through a system whereby customers had to sign up for an
invitation, which OnePlus called an invite, to purchase the phone at irregular intervals. The
system was claimed to be necessary for the young company to manage huge
demand. OnePlus ended the invitation system with the launch of OnePlus 3 on 14 June
2016. 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. 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.

"Smash the Past"

On 23 April 2014, OnePlus began its "Smash the Past" campaign. 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. OnePlus later revised the rules of their promotion by allowing consumers to donate their
old phones. There were 140,000 entrants in the contest with 100 winners.

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.
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.

OxygenOS
OxygenOS is an Android-based OS developed by Chinese smartphone manufacturer OnePlus
exclusively for their smartphones. OxygenOS was developed for their overseas market. There
is also another version of the OS designed specifically for the Chinese market called
HydrogenOS.

Operating system: Android (5.0.1 to 11.0)

Initial release: March 2015; 6 years ago
Developer(s): OnePlus
Platform: Android
Written in: C++, Java
Available in: 40 languages

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.

Marketing Mix Of OnePlus

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/Amplifier
 TV
 Designer Exclusive cases for its smartphones
 Bundles
 Protection Plans For its products

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.

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.

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 .
 Marketing Strategies of OnePlus
It is divided in two parts:
 Online
 Offline

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 wit h 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.
 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.

4. 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.

5. Competition and Where OnePlus Stands

The brand’s biggest competitors include Samsung, Oppo, Vivo, Real Me, Xiaomi 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:

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.

Timely Damage Control

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

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.
CONCEPTUAL BACKGROUND
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

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.
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.
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.
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.
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.
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.
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.

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.

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.

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.

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. 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. 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.

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.

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.
RESEARCH STUDY
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.
 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.

Sources Of Data

Methods of data collection used for the project was done in two ways:

Primary Data : The primary data have been collected by questionnaires and conversations
with the smartphone users in Kanpur.

Secondary Data : It is the data which 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 for
conceptual framework. The secondary data is collected through following source:
 OnePlus Sales Manual
 The website Of OnePlus(https://www.oneplus.in/)
 Brochure of OnePlus
 Different journals and publications related with smartphone marketing strategy.
 Other relative research papers.

Sample Size
A sample of 50 respondents (smartphone users) were considered keeping in view, the
constraints of time and resources.

Sample Method: Random Sampling

Research Instruments: Questionnaire, Surveys & Observation.

Limitations Of The Research
 Only 50 respondents consisting of smartphone users have been interviewed which
comprises a very 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.
DATA
PRESENTATION,
ANALYSIS AND
INTERPRETATION
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 Percentag
Respondentrs e

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.
Q3. 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

<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

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 CommercialsStore 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 20,000-40,00040,000-60,000 >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. 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.
Q12.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.
FINDINGS,
LEARNINGS AND
CONCLUSION
 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.
 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.
 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.
 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
 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 MBA curriculum, I have prepared the MBA 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 Kanpur.
Finally I would like to conclude that OnePlus India Pvt Ltd is one of the most
competent companies of smartphone 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:

Official website of oneplus

https://www.oneplus.in

Wiipedia

https://en.wikipedia.org/wiki/OnePlus

Other Websites
https://www.ibef.org/industry/telecommunications.aspx

https://thenextweb.com/
 ANNEXURE

Questionnaire on consumer awareness of OnePlus

Smartphones.
Name:
E-Mail ID :
Mobile No. :

Q1. What is your Gender ?

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. Where would you prefer to purchase a smartphone mostly ?

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

Q12. Would you recommend OnePlus to your peers, family members and friends ?
o Yes
o No
o Maybe
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