OnePlus is a Chinese smartphone manufacturer founded in 2013 and headquartered in China. They unveiled their first device, the OnePlus One, in 2014 and have since released several additional models. Their target market is young, current smartphone users. To disrupt the industry, OnePlus utilizes unique marketing promotions and offers high-spec phones at lower prices than competitors to attract customers and gain brand recognition.

1. Marketing Analysis
on OnePlus
Submitted to :
Mrs. Sonika Tyagi

2. • December 2013:
• founded by Pete Lau
(former VP of Oppo)
• headquartered in
China
The company unveiled its
first device, the OnePlus
One, on 23 April 2014.
By-bhoneshsharma

3. FINANCIAL INFO
• FINANCIAL INFO
“We’re making a
single-figure dollar
amount on each
phone”
• As of November
2014, the OnePlus One
has sold 500,000 units
• Carl pe co-founder

4. TARGET MARKET
• The company launched the phone with a marketing
strategy aimed at disrupting the industry by breaking
through media clutter. Their target market is the current
smartphone users, mostly young people. In April,
consumers interested in the product were challenged to
smash their current phones on video and in return get a
chance to buy the OnePlus One for $1. There were
some 140,000 applicants for the scheme. This is seen as
a big success for a beginner company.
by bhonesh sharma

5. BRAND IMAGE
• OnePlus created massive awareness within days with their Brand
Positioning against the competitors. The phone’s technology &
specs were advanced or on par with its competitors. And at the
same time it offered a lower price for this Premium product. While
smartphones with same specs were starting from 400$-600$,
OnePlus price was starting from 299$. Because of the unique
promotions & campaigns like, “Ladies first”, “Smash the Past” etc.
the OnePlus went viral on internet. With their slogan, “NEVER
SETTLE”, they managed to get into customers mind as a unique
brand. For a period of time they managed to convince the niche
market that they were better than iPhone & Samsung galaxy
phones.
by bhonesh sharma

6. By bhonesh sharma

7. 3 C CONCEPT OF MARKETING
STRATEGY
The 3 c concept of marketing strategy is a very
interesting concept for marketers as it explains complete
marketing strategy on the basis of 3 variables . These 3
variables are dynamic and interdependent on each
other. If one changes , the other has to change . The 3 c
of marketing strategy are :
Company Competitor Customer
Bhumika jain

8. CUSTOMER
• The founder believes that several consumer trends are
combining to attract more customers to OnePlus , such
as the rise of online – only businesses and the desire
among the young people ‘’ to show they are unique and
find brands that they identify with.’’’’ younger people are
open to new brands that stand for something and are
open to purchasing things online.’’
Customer

9. COMPANY
• OnePlus is a Shenyang based Chinese smartphone manufacture
founded by Pete Lau (CEO) and Carl Pei in ecember 2013. It is
headquartered in Guangdong. The company officially serves 38
countries and regions around the world as of March 2016. They
have released 7 phones , amongst other products.
Products
• OnePlus One
• OnePlus 2
• OnePlus 3
• OnePlus 3T
• OnePlus 5
• OnePlus 5T

10. ATTRACTING TRENSETTERS
• The viral impact of the invite system was an unintended
– but happy –consequences of the company’s desires to
grow slowly in order to focus on product development.
By carefully controlling the demand for its phones, the
company is able to keep track of its inventory levels and
avoid over investing in products that later on it cannot
sell.OnePlus apart from many of the big smartphone
makers that invest millions in marketing to compensate
for mediocre, mass – produced products.several
consumers trends are combining to attract more
consumers to OnePlus , such as the rise of online –only
businesses and the deirenamong the young people.

11. • Marketing mix is the foundation model of marketing.
• It consists of 4 p’s
Marketing Mix
Deeksha agrawal

12. PRICE
• The phone is cheap, but without compromising
quality.
• It’s relatively low priced with a high
specification ratio.

13. PLACE
• Its being sold only online.
• One have to be lucky to get the phone.

14. PRODUCT
• One of the best software
• One of the best looking hardware

15. PROMOTION
• Online reviews
• Social media presence

16. MARKETING STRATEGY
• A marketing strategy is a business' overall game plan
for reaching people and turning them into customers of
the product or service that the business provides.
• The marketing strategy of a company contains the
company’s value proposition, key marketing messages,
information on the target customer, and other high level
elements.
• The marketing strategy informs the marketing plan,
which is a document that lays out the types and timing of
marketing activities.
Deeksha Jhangyani

17. TYPES OF MARKETING
Relationship
marketing
Transactional
marketing
Online
marketing
Direct
marketing
Trending
marketing

18. RELATIONSHIP MARKETING
• Customer based approaches
• The phone is cheap, but
without compromising quality.
It’s relatively low priced with a
high specification ratio.

19. TRANSACTIONAL
MARKETING
• In order to stay with the
demands of investors, retailers
have to encourage consumers
to buy using coupons,
discounts, liquidations, and
sales events.
• In collaboration with other
banks and wallets payment
system.

20. ONLINE MARKETING
• Online banners to those
annoying pop ups, online
marketers have attempted to
get their customers attention
any way they can.

21. DIRECT MARKETING
• Communicate directly with
customers and
prospects through mail, email,
texts, fliers and
other promotional material.

22. TREND MARKETING
• Availability of market capture
advertisement, through
which it can be on a peek
with new variety of coming
trends which are good for
not only customers but also
for company.

23. THANK YOU
Submitted By:
Bhonesh Sharma
Bhumika Jain
Bipasha Barua
Deeksha Agrawal
Deeksha Jhangyani
PGDM-BM 1st sem
(Sec-A)
Group - 7