This presentation is all about OnePlus, its marketing strategy, ingredient for success and recommended strategy.

1. MARKETING COMMUNICATION
PLAN FOR ONEPLUS
Presidential Business School
BUS 510 Marketing Management
Presenters
Manish Joshi

2. TABLE OF CONTENT
I. INTRODUCTION OF ONEPLUS
II. PESTEL ANALYSIS
III. SWOT ANALYSIS
IV. PRODUCTS FEATURES AND BRAND IDENTITY
V. MARKETING PLAN OBJECTIVES
VI. COMPETITION ANALYSIS
VII. TARGET MARKET PROFILE
VIII.DISTRIBUTION PLAN & MEDIA PLAN
IX. MARKETING MIX INTEGRATION

3. INTRODUCTION OF ONEPLUS
 Young startup based in China , founded on
2013 Pete Lau.
 Mission “lower-priced devices without
sacrifice”. That credo is how the “Never Settle” slogan came to be.
 Aims to deliver their products via online
services
 Presence in 43 countries as of March 2016

4. PESTEL ANALYSIS
1) Political
 One of the biggest environments that can cause to alter the products, ads,
or even overall brand perception is a country’s political views.
 Political environment determines International and local laws (including
GDPR)
 Preferred and, potentially, banned platforms
2) Economic
 consists of external factors in a business market and the broader economy
that can influence a business
 Competitor prices and product/service offering
 Primary/secondary/tertiary target audiences and their individual economic
situations
 Historical sales success and promotional offers that can push sales during
expected down times

5. CONTINUED
3) Socio- Cultural
 Understanding what’s acceptable socially or within a culture as well as greater appreciation of
different societies and beliefs is more available online than ever before.
 The beliefs, customs, and standards held by customers who may be of a different faith, race,
gender, and socio-economic background to your average customer
 Internet usage habits (which can differ greatly on customer age)
 Access to internet (which can differ between countries and people of lower levels of income)
4) Technological
 It's all about the technology being used, whether that's desktop or mobile, tablets or wearables.
 Screen size and where the internet is accessed
 How you can make your user journeys easier
 Whether new technology makes elements of your marketing mix redundant

6. CONTINUED
5) Legal
 A legal oversight can not only affect the bottom line, but also the brand’s perception.
 Product placement and promotional content
 Copyright infringement
 Data protection
6) Environmental
 The environmental is a fast-growing consideration in marketing.
 Product and packing size
 Sourcing, trading, and testing ethics of your product/service components
 Current environmental programs/partnerships your brand can participate in

8. SWOT ANALYSIS OF ONEPLUS
1) Strength
 Low cost with high specification
 One Plus is rising as one of the fastest growing companies
 Exclusive partnership with major e-tailer Amazon
 One Plus sold out 30000 units of one plus 2 in china within
64 seconds after launching the product sale
 Special android platform oxygen OS is a big strength since it
sets them apart from other android users.

9. CONTINUED
2) Weakness
 Limited production capacity
 New entrant
 Highly competitive industry
 Online sales may eliminate offline audience
 Financially weak for Research and development

10. Continued
3) Opportunities
 Advertising through different marketing channels by restoring the
mainstream.
 Advanced and enhanced marketing communication system.
 Broadening the product market to all geographic levels.
4) Threats
 Technological Advances
 Competitors Financial Strength

11. PRODUCT FEATURES AND BENEFITS
High-end Processor
User friendly and reliable operating system
Long lasting Battery
Dash Charging
Gaming mode
Fingerprint unlock & Face Unlock

12. CONTINUED
The Face Unlock feature
Gestures
Dark Theme
Alert Slider
Hidden Space for Apps

13. BRAND IDENTITY
Logo &
Color
Red and
White Theme
Color
Tagline Design
Sleek glass
and
aluminum
sandwich

14. MARKETING PLAN OBJECTIVES
Financial Objectives
 Realize a 7% increase in gross profit margins through
efficiency gains every year.
Non-Financial objectives
 Maintain positive, steady growth each quarter.
 Experience an increase in new customers who are turned
into long-term customers.
 Generate brand equity at the Smartphones’ Market.

15. COMPETITOR ANALYSIS
 It in marketing and strategic management is an assessment
of the strengths and weaknesses of current and
potential competitors. This analysis provides both an
offensive and defensive strategic context to identify
opportunities and threats.

16. ONE PLUS
COMPETITORS ANALYSIS
 Identify current and future competitors in the market
 Finding market share
 Performing SWOT
 Build competition portfolio
 Plan strategies
 Execute strategies
 Follow up

17. Positioning of Oneplus
 Positioning can help in creating a brand image in the
mindset 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
17

18. TARGET MARKET PROFILE
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.

19. MARKET SEGMENTATION STRATEGY
OnePlus divided user market on the basis of these
different segments:
 Geographic Segmentation
 Demographic Segmentation
 Psychographic Segmentation
 Benefit Segmentation

20. 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.
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.

21. Psychographic Segmentation:
 targets those whose lifestyles are more revolving around
technology, to be more specific android geeks and nerds.
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.

22. TARGETING STRATEGY
 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.
 the pricing was done perfectly to target both the age
groups (teenagers and adults) without sacrificing on the
quality of the product.

23. POSITIONING STRATEGY
 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 (Janiszewska,
2012).
 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. Figure 1a shows the position of OnePlus
among all the other major companies in the perceptual
mapping.

25. DISTRIBUTION CHANNEL
 Is vehicle used by the company to sell its products
and services to it customer base.
 Companies can choose to use a single channel or
multiple channel strategy.

26. ONEPLUS'S DISTRIBUTION CHANNEL
 OnePlus is now branching out to physical retail and television and
outdoor advertising to attract a larger consumer base, much like
related Chinese phone makers Oppo and Vivo.
 Digital advertising still accounts for 80-90% of all advertising
volume that OnePlus spends on.
 Changed its Apple-inspired marketing strategy to sell smartphones
and is now branching out to physical retail and TV and outdoor
advertising, much like Oppo and Vivo.

27. ONEPLUS’S DISTRIBUTION PLAN
 changed its Apple-inspired marketing strategy to
sell smartphones and is now branching out to
physical retail and TV and outdoor advertising,
much like Oppo and Vivo.
 Digital advertising still accounts for 80-90% of all
advertising volume that OnePlus spends on.

28. MEDIA PLAN
Digital Marketing
Social Media Marketing
Television
Daily Newspapers

29. MARKETING MIX AND INTEGRATION

30. •Stylish and durable
design
•High End specification
Product
•Comparatively low
•Value for moneyPrice
ELEMENTS OF THE MIX

31. CONTINUED
• Online Stores
• Offline distributors
Place
• Digital Marketing
• Televisions and Print media
• Free Sample
Promotion

32. THE INTEGRATION FOR SUCCESS
Customer Focused
Product
Affordable Price
Availability and
Accessibility of
Product
Visible and Credible
promotions

33. CONCLUSION
 Young and Innovative Startup
 Identified the gap
 Competitive Advantage
 Integration of competitive edge in Marketing mix

34. Thank you.
Any Questions?

35. REFERENCES
 5 unique OnePlus 6 features that make it a standout phone despite its
affordable price tag. (2018, June 4). Retrieved from
https://www.indiatoday.in/technology/features/story/5-unique-oneplus-6-
features-that-make-it-a-standout-phone-despite-its-affordable-price-tag-
1249708-2018-06-04
 Whitwam, R. (2018, November 16). OnePlus 6T tips: The 10 features to check
out first. Retrieved from https://www.pcworld.com/article/3321196/oneplus-
6t-tips-the-10-features-to-check-out-first.html
 Editor. (2018, September 5). Report on Segmentation, Targeting And
Positioning Strategy Of Oneplus. Retrieved from The Information Sheep:
https://www.theinformedsheep.com/report-on-segmentation-targeting-and-
positioning-strategy-of-oneplus

36. CONTINUED
 Ward, S. (2019, June 25). Target Marketing and Market
Segmentation. Retrieved from
https://www.thebalancesmb.com/target-marketing-
2948355
 Kotler, P., & Keller, K. L. (2016). Marketing Management
(15th Edition ed.). Pearson IN.
 Verma, G., & Sinha, D. B. (2018). A study on brand
positioning of Oneplus mobiles: Qualitative Analysis.
Journal of Management , 5 (4), 166-170.