Assignment on Marketing Management-I

Multi Brand Marketing Strategy of

BBK Electronics

Name:-Souvik Ghosh
Course:-PGPM-IB+MBA
Semester:-1
Section:-C
Enrollment No.-31608051
Batch:-2022-2024
Submitted to:- Dr. Mahendra Pratap Singh
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Introduction

Company Name- BBK Electronics Corporation Ltd.

Native Name- 广东步步高电子工业有限公司
Founder- Duan Yongping
Founded- 18th September 1995
Products- Smartphones, Power Banks, Smart TVs,
Hi-Fi, Home Theatre, Audio-visuals
Brands- Oppo(Sub-Brand Realme & OnePlus)
Vivo(Sub-Brand iQOO)
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History of BBK Electronics
• If we start from the origin of this company, then BBK is a Chinese company that
used to make stuff related to music.
• Initially, they started with educational platforms, but it didn’t work out. Hence, it
had to shut down.
• Oppo revived itself and started in the music industry with a full swing. They made
all the products related to the music industry such as DVDs, headphones,
speakers, etc.
• Everything was going fine when suddenly BBK Electronics faced massive legal
cases for piracy charges. It almost went bankrupt.
• That is when BBK Electronics decided to split all its businesses into multiple
segments.
• So that if one of the child companies bankrupts or faces any legal actions, BBK will
remain unaffected.
• That is where Oppo and Vivo took birth.
• Even if you look at the tagline now, Oppo calls itself as ‘Oppo Camera’ and Vivo
calls itself as ‘Vivo Camera and Music’.
• That is where Vivo got its music expertise label because BBK was damn good at
music production. 3
How BBK Electronics’ effective Multi Brand
Marketing Strategy led to its success
• Each of the five brands have their own Marketing Strategy.
• BBK Electronics uses both ‘Push’ & ‘Pull’ Marketing Strategy.
• Where Vivo and Oppo are using Push Marketing Strategy.
• And OnePlus, Realme & iQOO are using Pull marketing Strategy.
• Also, each off the brands targets different kind of customers.
• Oppo & Vivo are mainly targeting the offline market but they also sell their products
on online sites.
• On the other hand, other three are selling their products exclusively on online
stores.(Nowadays Realme is also selling their phones on offline market)
• Also, the companies are making phones in different price segments.
• Let's discuss more briefly about all of them- 4
 Oppo
Founded- 10 October 2004; 18 years ago
Founder & CEO- Tony Chen
Headquarters- Dongguan, Guangdong, China
Products- Smartphones, Earphones, Wearables etc.

• Price Range- 15k-45k

• Main Focus- Camera
• Target audience- Who are not know much about Hardware specifications and wants to buy a
decent camera phone.
• Marketing-Oppo work on Push Marketing Strategy. They spend majority of their budget in
Marketing and creating brand awareness.
• Hoardings in every nook And Corner of India
• Sports Sponsorships
• Hire Celebrities for Promotions
• Market-Mainly focuses offline market.
• Competitors-Samsung, Mi etc.
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 Actor Kartik Aaryan advertising Oppo Phones

Oppo Sponsored Indian Cricket Team

Oppo Hoardings in every nook and corner

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 Vivo
Founded- 2009; 13 years ago
Founder & CEO- Shen Wei
Headquarters- Dongguan, Guangdong, China
Products- Smartphones, Earphones etc.

• Price Range- 15k-80k

• Main Focus- Camera & Design
• Target audience- Who wants to buy a Stylish and good-looking Smartphone.
• Marketing- Vivo also work on Push Marketing Strategy. They spend majority of their budget in
Marketing and creating brand awareness.
• Hoardings in every nook And Corner of India
• Sports Sponsorships
• Hire Celebrities for Promotions
• Various online events like PUBG tournaments
• Buying the complete Ad Spaces in public places like Ghatkopar in Mumbai
• Market-Mainly focuses offline market.
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• Competitors-Samsung, Mi etc.
 Vivo sponsored IPL & Pro Kabaddi

Vivo bought the complete Ad Spaces in Ghatkopar in Mumbai

Cricketer Virat Kohli advertising Vivo Phones

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 OnePlus
Founded- 16 December 2013; 8 years ago
Founders- Pete Lau(CEO), Carl pei
Headquarters- Tairan Building, Futian District, Shenzhen, Guangdong, China
Products- Smartphones, Earphones, Wearables, Televisions etc.

• Price Range- 25k-70k

• Main Focus- Software experience, Flagship level specs at lower Price.
• Target audience- Tech lovers, Who are looking for a high specs Smartphone at cheaper Price.
• Marketing- OnePlus work on Pull Marketing Strategy. OnePlus had a totally opposite strategy as
compared to its sibling brands. The only marketing funda here was word of mouth publicity. They
don’t invest money on ads, sponsorship and they sell their smartphones exclusively on online
stores, so they don’t have to pay any commission to offline retailers. As a result of cost-cutting,
BBK managed to provide OnePlus phones at a killer price. That’s how OnePlus became a ‘Flagship
Killer’.
• Market- OnePlus phones are available exclusively on online stores
• Competitors-Samsung, Apple etc.
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 OnePlus Fans Create History – Set Guinness World
Record By Unboxing 559 OnePlus 6T Devices!

OnePlus organized a Fan Meetup. #OnePlusFanMeet

Collaboration with McLaren(Oneplus 7T Pro McLaren Edition)

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 Realme
Founded- 4 May 2018; 4 years ago
Founder & CEO- Sky Li
Headquarters- Shenzhen, Guangdong, China
Products- Smartphones, Earphones, Wearables, Televisions etc.

• Price Range- 6k-40k

• Main Focus- Give best specification in cheapest price.
• Target audience- Those who are looking for best specification at cheapest price.
• Marketing- Realme’s Marketing Strategy is slightly different from Oppo, Vivo & OnePlus. You can
say they are using a mix of Oppo, Vivo & OnePlus. Realme don’t invest that much money to create
brand awareness. They sponsored some tv shows, events, also they worked with some celebrities.
• Market- At first, they are only available in online stores but now they are also selling their
products offline.
• Competitors- Poco, Mi, Infinix etc.

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 Sponsored Hustle 2.0, India's rap/hip-hop reality show

Realme Sundowners- India’s biggest campus concerts

Cricketer KL Rahul advertising Realme Phones

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 iQOO
Founded- 30 January 2019; 3 years ago
CEO- Feng Yufei
Headquarters- Dongguan, Guangdong, China
Products- Smartphones, Earphones, Gaming Accessories etc.

• Price Range- 15k-60k

• Main Focus- Performance & Gaming.
• Target audience- Mostly who are gamers or those who requires high specification.
• Marketing- As iQOO’s target audience is mainly gamers. So, they market their products to attract
the Gamers.
• Collaboration with Brands
• Event Sponsorships
• Influencer Marketing
• Market- iQOO Smartphones are available exclusively on online stores.
• Competitors- Asus, Lenovo etc.
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 iQOO sponsored BGMI India Series

iQOO Partners With BMW M Motorsport

Mortal(Esports Player, Youtuber) promoting iQOO 7 on Live

Stream

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• As a result of their Multi Brand Marketing Strategy they become the biggest
smartphone Company* in India

SMARTPHONE MARKET SHARE Smartphone Market

Q2 2022
Share of India(Q2 2022)
OTHERS MI

19% 19% 17%

MI Samsung Vivo
OPPO
16% 11% 18%
SAMSUNG Realme Oppo Others

REALME
*BBK Electronics(Vivo,Oppo,OnePlus…),holding
VIVO
Over 44% of the Indian Smartphone Market

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*Data collected from- www.counterpointresearch.com

Conclusion

India's Smartphone Market is huge. Like why not, India's population is over 1.3 Billion. In
this era everyone wants a Smartphone. In Indian market, there are various kind of
customers with various needs. Some customers wants a phone with huge specification, but
he is not willing to pay more than 20k. On the other hand, some customers are just ready to
buy a Flagship Smartphone. Even some customers don’t have more than 10-15k to buy a
phone. In this kind of market BBK’s Multi brand strategy comes into business. Each of their
brands are targeting different kind of customers to maximize their sales, and they are
pretty much successful to do so. In Q2 2022 BBK is holding more than 44% market share of
India's Smartphone market.
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THANK
YOU 17