A powerpoint presentation on One Plus focusing on it's non-conventional marketing strategy and a study of it's positioning and re-positioning over time.

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