Marketing Management-1

Oneplus
A complete Market Study

Dhruv Rinwa Afreen Islam Ajinkya Binwade Aashish Karhana Sidharth Ghodela Ankit Bhardwaj
MBA06195 MBA06014 MBA06015 MBA06003 MBA06192 MBA06022
 Introduction
❏ China Based startup, Founded in 2013 by
Carl Pei, Pete Lau
❏ Mission ‘’Lowest-Priced devices without
sacrifice”
❏ Initially targeted the niche market - tech
enthusiast and developers.
❏ ’Aims to deliver their products via online
services.
❏ Presence in 34 countries as of July 2018.
❏ Parent company- Oppo

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Brand Identity
Design
Tagline
Logo &
Colour Sleek Glass and
Aluminium sandwich
Never Settle
Red and black
theme colour

NEVER
SETTLE

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 Introduction of Indian Market
● OnePlus entered in Indian market on 23 april
2014 with Oneplus ONE
● Focus on clean software and feature rich
OxygenOS.
● Selling exclusive through online portal
Amazon.in till 2015 and then on its own
website.
● In 2016 decided to open their own dedicated
experience store in Bangalore.
● Grab 1st position in India’s premium
smartphone market in 2019.

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STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

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SWOT Analysis
Strength
● Low cost with high
specification
● Fastest Growing company
● Special android platform
OxygenOS
● Exclusive partnership with
major e-retailer amazon.
● Dominant market share in
premium mobile market.
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Weakness
● Online sales may reduce the
offline audience.
● No or less presence in non-
premium market segment.
● Focuses only on upper-middle
class
● Late entry in non-mobile
market..
● After sale services.
SWOT Analysis

Opportunities Threats

● Increase in competitors.
● After COVID increase in
● India-China border-clash
Consumer.
Situation.
● Increase in digitalisation.
● Restriction on chinese products
● Shift of customer to online
by Indian Government
stores.
● Entry in TV market.

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 Marketing Strategies
● Lean Startup Methodology (Build >
Measure > Learn)
● Creating buzz with Exclusivity through
Invite System
● Clever use of influencer and celebrity
endorsment marketing.
● Leveraging on word of mouth
● Less Expenditure on Traditional marketing.
● Maximally utilizing a Hashtag
(#NEVERSETTLE)
● Offline Strategies including Theatres
Screening, Pop up Stores and TV Ads

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 MARKETING
About this template
MIX - 7 P’s

People

Product Place

Process MARKET Physical evidence

MIX

Price Promotion

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 PRODUCT

 One of the cleanest UI

experience with good hardware
and Oxygen OS
 Caters to the demand of a
diverse group of the tech-savvy
segment
 Exceptionally good camera and
easy to use interface makes it
attractive and user friendly

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 PRICE
 Half the price of its competitors in the premium smartphone segment
 Phone is cheap, but without compromising its quality
 Low marketing costs helps in keeping low price
 Not following the traditional marketing strategy further adds to keep the prices
low
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 PLACE
 Online Experience stores
 Offline retail stores – Reliance digital and Chroma
 Self-authorised stores
 OnePlus experience stores at Metros

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 PROMOTION

 Invite & signup system generates want

 Online reviews
 Social media presence
 Word of mouth from Community Members
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 MARKETING
3 P’s MIX - 3 P’s

PEOPLE PROCESS PHYSICAL EVIDENCE

 Individuals on  Customer focus.  Product packaging.

marketing activities.  IT-supported design  Online experience.
 Individuals on features & RnD.  Sales/Staff
customer contact.  Easy purchase & experience on brand.
 Frontline people. delivery options
 The right people
ensured their success.

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Siddhant Narayan
At OnePlus India, Siddhant
Narayan will be responsible
for elevating the brand's
position by spearheading
the marketing strategy.
Oneplus India
In two or three Team
columns
Ritij Khurana Siddharth Deshmukh
Leading the Media planning Heading Modern Trade
strategy along with execution Business Vertical nationally
for OnePlus’ IMC plans at OnePlus India
whose scope involve TV,
Print, Digital Media and OOH
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 OnePlus
The Products provided by OnePlus to it’s
customer

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 Product portfolio of OnePlus

OnePlus’ product portfolio

includes Mid-range to Flagship
smartphones, Audio accessories
(wired and TWS), and Android
TVs.

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PRODUCTS - Smartphones

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PRODUCTS – TVs

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 PRODUCTS – Audio Devices

₹2,990  M.R.P. ₹3,190
Inclusive of all taxes

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 Marketing
You can alsoPlan Objectives
split your content

Financial Objectives Non-Financial Objectives

 Realize a 7% increase in profit  Maintain positive steady growth each

margins through efficiency gains
every year.
quarter.
 Experience in increase in new
customers who are turned into long-
term customers.
 Generate brand equity at the
smartphones’ markets.

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 Positioning of Oneplus

⮚ Positioning can help in creating a brand image in the mind-set of the target
audience.

⮚ Positing of the product differentiate the products from other existing brands in the
same market.

⮚ The OnePlus has positioned itself as:

• Value for money device
• The Flagship Killer

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 Profile oforTarget
In two Market
three columns

⮚ Target market- is the end consumer to which company wants to sell its products to.


⮚ Includes STP i.e. Segmentation, targeting, and positioning strategy.

⮚ Reach potential buyers by customizing marketing message and placing it in media

outlets of their reach.
⮚ Help you make marketing and distribution decisions.

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 Market Segmentation
In two or three columnsStrategy

To understand the market needs, OnePlus conducted many market research and
surveys with prime focus on the following questions:-

◉ Who will buy their new smartphone?

◉ What are people looking for, in terms of both specifications and functionality, in a
new smartphone?
◉ How can OnePlus persuade someone to switch to one of OnePlus’ smartphone?
◉ What medium can OnePlus use to promote their products without spending hefty
money on advertisements?

.
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Based on the data received from the Market research and Surveys, OnePlus divided user market
on the basis of 4 different segments:

Demographic Psychographic

Geographic Benefit

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 Demographic Segmentation:
◉ Division on the basis of age, sex
gender, occupation, etc.
◉ Has targeted all users who are so
particular about their products needs
to be made out of high quality
material and want the best
specification in their smartphone.
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Psychographic Segmentation:
◉ Division on the basis of user lifestyle
and values
◉ Targets those whose lifestyles are
more revolving around technology, to
be more specific android geeks and
nerds.
 Geographic Segmentation:
◉ OnePlus has divided the markets
regionally.
◉ Made easy to understand customer
preferences separately.
◉ Helped in making proper marketing
strategy(Markgraf).
◉ Helped them to achieve trust and
admiration of the local people
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Benefit Segmentation:
◉ Market is divided in terms of
benefits, needs and values a
customer expects from their
products.
◉ OnePlus offered customers the best
value for money product.
Customers benefited from high-end
specifications, build quality,
ergonomics and even a better
looking phone.
 Market Targeting
In two Strategy
or three columns

◉ Target market of OnePlus lies within the limit of 14 to 35 years of age, off
course based on their ability to buy the company’s products.
◉ It also encompasses those tech fanatics and Android lovers who likes to adopt it
as soon as they are launched in the market.
◉ Adults between 26-35 years of age forms the largest target group as their
financial resources makes them potential purchasers.
◉ Also, as the Indian teens in early 20s are becoming more tech savvy and their
purchasing powers are increasing, the demand for OnePlus is set to increase
◉ If you are a avid technological enthusiast, you are on the potential list of
OnePlus

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 MarketInPositioning Strategy
two or three columns

◉ Helps in creating a brand image in the minds of the target audiences and lets
them know what differentiates it from other brands existing in the same market.
◉ OnePlus identified two unique marketing plan based on which they positioned
the company on the perceptual map, these attributes were Low Pricing and High
Specifications.
◉ OnePlus has successfully targeted itself in the minds of customers as a premium
brand with exceptional features and a bold look.

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Position of OnePlus in Perceptual mapping

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 OnePlus India Strategy
◉ OnePlus India Journey began in December,2014
◉ Traffic trends (Sales Data) for the company showed India on among top seven countries,
even though their product had not launched in the country.
◉ Amazon having a global presence was chosen for the first ever exclusive launch of a
mobile phone in India that time.
◉ Initially selling its products through Amazon India on an Invite only basis, OnePlus later
on partnered with Reliance Digital and CROMA to enable the offline purchase of its
products.
◉ In 2016, OnePlus decided to open their own dedicated experience store in Bangalore
◉ At present, India has developed into the largest market for OnePlus clocking more than
30% of its worldwide revenues.

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 Positioning in the Indian Market
In India, OnePlus has positioned itself in the Premium Smartphone Market

India Top Premium 2019

Smartphone Market share

OnePlus 33%

Samsung 26%

Apple 25%

Others 16%

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 Interviews
You can also split your content

How long have you been working with reliance?

Well, by next February i’ll be 4 years.

So, how would you like to comment on Oneplus as a part of your store?
Oneplus is an amazing brand in itself, but due to the online offers we don’t have high sales
for this product. But on the other hand the response we get, People who come in to buy
oneplus don’t go out opting another phone. This type of customer relation has been seen only
after Apple

How frequently do you get oneplus related customer problems?

There are rarely any problems with this brand, i have never seen a customer coming back with a
serious problem. But on the other hand the company fails to deliver fast customer services

Do you have regular stock of this company or you face any problems while launch of a new product ?
As stated, due to more online sales we don’t have high customer demand and the company maintains a
good supply in terms of stock. Rarely comes a time when we are out of stock

So finally i have a question for you, which brand phone do you own ? Jagat pal, 58
Well i own the Oneplus 6T model. And i’m pretty impressed by the performance, i don’t have to Reliance digital
keep on charging the phone again and again.
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 Interviews
You can also split your content

How would you state your one plus experience?

Premium but not flawless

Are you satisfied with your phone?

Yes

IS there anything you would suggest the company to work on ?

Os software and service facility for customers living in cities without oneplus
service facilities.

What are the chances that your next phone is going to be a Oneplus?
Maybe

Any function particularly in oneplus that you find exceptional ? Parth, 21

Easy handling, Strong built Student
Oneplus 7 Pro
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 You can Interviews
also split your content

How would you state your one plus experience?

Well, it is a satisfactory experience for me.

Are you satisfied with your phone?

Initially it was good, some performance issues after using it for
few months

IS there anything you would suggest the company to work on ?

Improving the customer support service

What are the chances that your next phone is going to be a Oneplus?
Not sure, Possibly

Any function particularly in oneplus that you find exceptional ? Sunayana, 27

Camera, Long lasting battery Housewife
Oneplus 6T
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 Interviews
You can also split your content

How would you state your one plus experience?

Bad

Are you satisfied with your phone?

No

IS there anything you would suggest the company to work on ?

After sale services support is important and company needs to work on it

What are the chances that your next phone is going to be a Oneplus?
Negligible

Any function particularly in oneplus that you find exceptional ?

Abhijeet, 33
Business Owner
Bold Look, Easy operation and Strong quality
Oneplus 8
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 Interviews
You can also split your content

How would you state your one plus experience?

Proud Owner

Are you satisfied with your phone?

Yes

IS there anything you would suggest the company to work on ?

Nothing that i can think of

What are the chances that your next phone is going to be a Oneplus?
Definitely

Any function particularly in oneplus that you find exceptional ?

Shantanu, 38
Easy operations and long battery life are the best features of the phone.
Working
Oneplus 7T
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 Reviews
You can also split your content

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 152.5 Million+
Were sold in the year 2019, in india alone

https://www.livemint.com/technology/gadgets/oneplus-8-pro-sold-out-within-minutes-of-going-on-sale-even-as-calls-for-boycotting-chinese-items-11592591194029.html

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 5C Key Analysis of OnePlus

Company Customer Competitors

Collaboration Context

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 Company
One plus is a technology startup committed to bringing
the best possible technology to users around the world.

It was created around a mantra Never Settle, which

creates beautifully designed devices with premium build
quality. Dreamers is the concept of its inspiration as they
want to be perceived as one of the best products which
users around the world would enjoy using.

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 Customer
One plus has tapped its customers by innovating in a
way that satisfies the necessities and demands and they
have managed to a develop a loyal customer base in
India.

They sold out 30,000 units of One Plus 2 in China within

64 seconds of the launch of the product sale. 1 Million
units of One Plus 5 and One Plus 5T were sold in about
three months whereas One plus 6 took only 22 days to
achieve the milestone.

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 Competitors
The competitors of one plus are Apple, Samsung,
Xiaomi ,Micromax and Oppo Electronics. Their
unconventional methods of marketing unlike other brands
that promote heavily across traditional media, helps them
stand apart. If One Plus had focused on traditional
marketing, it would have drowned

OnePlus has surpassed Samsung and Apple to become the

fast-growing premium (price of over ₹30,000) smartphone
brand in India, as cited by Counterpoint.

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https://www.counterpointresearch.com/oneplus-grabs-1-position-indias-premium-smartphone-market-full-year

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 Collaboration
One plus entered into the Indian Market with an Invite
only system. It caused some confusion but later it was
adopted by the consumers. One could only purchase the
device if they had an invite and it was valid only for a
day which created urgency and desire to purchase the
products.

One plus 3 was the first product that was not based on
Invite only system, it was available only on the official
website and on Amazon.

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One plus was manufacturing the device in Shenzhen and has a lot of 3rd party
companies manufacture for various parts, like the device uses Samsung displays
with Pentile- Matrix, Qualcomm manufactures the processor, the camera sensor
from Sony.

Since the launch of “Make in India” campaign, Oneplus started to assemble their
phone in Delhi, from 2017 onwards and has been manufacturing its devices in
India since February 2018.

Now they have experience stores, authorised stores, kiosks, Regional partners and
also sell their phone through croma and reliance digital.

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 Context
Legal: On Dec 17,2014 Micromax filed a lawsuit against OnePlus against the use
of Cyanogen software being used as the main operating system in their Android
devices. The problems arose because Cyanogen signed a non-exclusive global
agreement with One Plus sometime before.

Economic: Acquiring 40% of India’s premium smartphone market in June, 2018

comparing with zero when it arrived in 2014 says a lot about their product and
brand positioning in the Indian market beating Samsung Electronics Co. with
34% market share and Apple Inc’s 14% share.

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Socio- Cultural: One plus’s prime focus is on the community and how people
react and respond to its various events and activities that it hosts. Their entire
ecosystem is built around making the public happy and providing solutions
accordingly.

Environment: On 25 April 2014, One plus began its “Smash the Past” campaign,
which asked selected participants to destry their phones on video in an effort to
purchase the One Plus One for 1$. Due to confusion, several videos were
published by unselected users. The campaign was criticised for environmental
waste and safety concerns.

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 Relationship Marketing
● UGC- User generated content
● FAQ’s- Frequently asked questions
● Zendesk as Omni Support channel
● Zohocliq as Webpartners

The company leverages on its customer community as it generates strong word of

mouth marketing. Apart from it, the UGC gives strong and convincing perspective
for customers to make the purchase. Using Omni Support, the company is
successful in achieving their goal in making OnePlus customer service a one-stop
destination for support and issue resolution.

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THANK YOU

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