The document outlines OnePlus's marketing mix, highlighting its premium product positioning, innovative technological features, and unique promotional strategies like exclusive invites and celebrity endorsements. It emphasizes the company's success in the Indian smartphone market, with significant revenue growth and a strong online sales presence. Recommendations include enhancing differentiation from competitors and increasing advertising efforts to sustain market leadership.

1. OnePlus
#NeverSettle
Group 3
Dhananjay
Gaurav
Harshvardhan
Isvorya
Praneeth

2. Marketing Mix
Product Promotion
Price Place

3. Product
● Premium product
● Technological Advancements
● Dash charging first introduced
● Self Developed OS - Cyanogen and then Oxygen OS and Hydrogen OS for easier
customization by tech geeks
● Operating System differentiation based on markets
● Phone aesthetics- sandstone cover and cashew cover, screen size

4. Product Comparison

5. Promotion
● Exclusive Invites
● WoM through Social Media(mainly Facebook)
● Influencer Approach
● Celebrity Endorsement
● Pop-up Events
● Unboxing by Popular Social Media Celebrity
● Witty Advertisement on Social Media
Failed Initiatives
● Ladies First
● Smash The Past

6. Celebrity Endorsement & Unboxing
• Amitabh Bachchan is the Brand Ambassador of OnePlus
• Prominent Social Media Influencers like Suresh Raina, Chitrangada Singh partnered for Unboxing
events

8. Price
● Half the price compared to other products in same variant
● Low marketing cost
● Started with a marketing budget of $300,which initially helped to keep the price of product low
Source:www.amazon.in

10. Place
● Online Sales
● Apart from its website it partnered with e-commerce giant Amazon for online sales
● Store based Sales
● Collaborated with retail chain giant like Croma to sell offline in recent times
● Experience Store
● Situated in Bengaluru is a physical store to reach customers directly

11. Segmentation and Targeting
● Psychographic Segmentation
○ People whose Lifestyle are more revolving around Technology
● Benefit Segmentation
○ Customers Expectation in terms of benefits, needs and value
Targeting
● Based on Age
○ 14-25:They appreciate technology
○ 26-35:Purchase Power

12. Positioning
● Exclusivity
 Invite based system
 Hype creation
 Psychological want – demand creation
 Inquisitiveness
 Limited production as per demand – reduced wastage

13. Positioning
● Never Settle
○ Frequent updates and release of new variants
○ Continuous Technological Innovation
■ Unlock the Speed

14. Positioning
● Flagship Killer
○ Best value for money
○ All the features– Half the rate
● Premium
○ Reliable product
○ Professional
○ Quality comparable to premium phones

15. Positioning
● Focus on Complete Package
○ Majority players in industry focus on particular features
○ One plus focuses on all features

16. Positioning
● Co Creation
○ One plus Community
○ Active engagement with customers, users and tech savvy
○ Implementation of user’s suggestions

17. Co-creation

18. Re Positioning
Exclusivity Speed
•Ended Invite
System
•Focus more on
technological advancements
•Current Focus – Speed
•In alignment with
the need of the hour
•Gaining popularity
among youth
•Something more for
Gamers
EFFECT:

19. Our Analysis
Questions Exlusivity
Never
Settle
Flagship
Killer
Focus on
Complete
Package
Co-creation Premium
Does it differentiate your brand?      
Does it match customer perception of your brand?      
Does it identify your brand's unique value to your customers?      
Does it produce a clear picture in your mind that's different from
your competitors?      
Is it memorable and motivating?      
Is it difficult to copy?      
Is it positioned for long-term success?      
Will it withstand counterattacks from your competitors?      
Will it help you make more effective marketing and branding
decisions?      
Gaining customer's loyalty      

20. Financial Performance
● The company has doubled its revenue to more
than $1.4 billion in 2017 as compared to the
previous year
● OnePlus 6 Sales Reached 1 Million Units Within
22 Days of launch
● In the first ten minutes of the OnePlus 6 sale in
India, it managed to garner sales worth Rs. 100
crores.
● 62% share in e-commerce sales of premium
smartphones in India
0
0.2
0.4
0.6
0.8
1
1.2
1.4
1.6
2014 2016 2017
OnePlus (Sales in $ billion )
Oneplus(in $ billion )
Source: OnePlus Annual Report

21. Source: Counterpoint Research
Market Share

22. Sales per Model
Source:https://www.techradar.com/uk/news/oneplus-5-breaking-records-already-3x-higher-sales-than-the-oneplus-3t

23. MarketSharein India’s PremiumMobileSegment OnePlus's volume uptake growth
https://www.rediff.com/business/report/how-oneplus-became-the-no1-smartphone-in-india/20180808.htm
Market Growth and Market Share

24. Recommendations
● Differentiation in appearance from OPPO mobiles.
● Can spend more on mass advertising as its Ratio of SOVSOM is very less as compared to its
competitors
● Frequency of 6 months for release of new variants creates an illusion of new phone becoming older in
a very short period as compared to its competitors who release yearly