Case study on One Plus

1. How OnePlus Made It To Top In
Indian Market
OnePlus mobile phones are manufactured by a Shenzen based
Smartphone company that was founded in December 2013 by Pete Lau
and Carl Pei. The brand is operated by BBK Electronics, a China-based
company that owns other Smartphones like OPPO and VIVO. OnePlus has
established itself in 38 countries as of 2016
A transition from ‘Never Settle’ to Power Brand
Mobile
OnePlus mobile phones strive to provide a top-notch user experience that
would blow competitors out of the water. The brand aims to create high-
quality, simplistic, user-friendly products, which organically brings about
their tagline, “Never Settle”. They believe that the users “Never
Settles” for the lower-quality devices and always opt for something best
and at a lower cost..
The discontinuation of the “invite system”
At the initial stages, phones were available through the invite system to
avoid hiccups at the initial selling. Customers need to sign up for an invite
to purchase the mobile as the blooming 6-year-old brand to sustain in the
market. With the launch of OnePlus 3 on June 14, 2016, the company
ended its invite system.
Not a cakewalk
Success isn’t a cakewalk for the company. They faced a lot of backlashes
during its initial journey.OnePlus, in order to draw people’s eyes has
started campaigns to be different from other brands, not just to be the
sake of different. But the campaigns like Smash the Past– to destroy
their previous phones on video in an attempt to promote the phone and
purchase it for $1, and Ladies First had a severely backfired. Other main
concerns like banning the supply of OnePlus phones in India and later lifting

2. its ban, cease of operations in Indonesia slow down the market of the
company.
OnePlus Strategic Victory smashed Apple’s
Market
As per the report published by the International Data Corporation(IDC),
the OnePlus company is honored with the highest brand in the premium
segment. According to the latest research by Counterpoint Market Monitor
service, OnePlus currently holds 40 percent in India market share
retaining its No.1 position whereas to the surprise, Samsung stood at 35
percent and the Apple at 14 percent pulling down to the third position.
The other reason for the slack performance is the products like OnePlus
maneuvered strategically by offering all the prominent features at a
reasonable cost to the customers and increasing the capacity of the
device features made OnePlus devices to be considered as a sensible best
selling premium brand of 2018.

3. Growing Milestone in a race
The brand has grown vividly and got its business even to smaller cities.
There is a lot of growing demand in places like Bengaluru, Mumbai,
Hyderabad, and Pune. Currently, OnePlus has millions of users who had to
forgo the previous mistakes by them and made them the power packed
product.
OnePlus, added one more material to the whirling success. This year it plans
to launch “OnePlus Television” where it strives to set a high benchmark
from being a product to bigger brand.