Introduction Of Oppo Mobiles 15.docx

A STUDY ON MARKETING STRATEGY OF OPPO COMPANY

A PROJECT SUBMITTED TO UNIVERSITY OF MUMBAI FOR PARTIAL COMPLETION OF THE DEGREE OF MASTER IN COMMERCE UNDER THE FACULTY OF COMMERCE

SUBMITTED BY JOHN ABBAS SAYED

UNDER THE GUIDENCE OF Dr.(Mrs) SADHNA SINGH

VIVEKANAND EDUCATION SOCIETY COLLEGE OF ARTS, SCIENCE & COMMERCE SINDHI SOCIETY, CHEMBUR, MUMBAI-400071

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A STUDY ON MARKETING STRATEGY OF OPPO COMPANY

A PROJECT SUBMITTED TO UNIVERSITY OF MUMBAI FOR PARTIAL COMPLETION OF THE DEGREE OF MASTER IN COMMERCE UNDER THE FACULTY OF COMMERCE

SUBMITTED BY JOHN ABBAS SAYED

UNDER THE GUIDENCE OF Dr.(Mrs) SADHNA SINGH

VIVEKANAND EDUCATION SOCIETY COLLEGE OF ARTS, SCIENCE & COMMERCE SINDHI SOCIETY, CHEMBUR, MUMBAI-400071

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VIVEKANAND EDUCATION SOCIETY’S COLLEGE OF ARTS, SCIENCE & COMMERCE (VESASC) Sindhi Society, Chembur, Mumbai – 400071

CERTIFICATE

This is to certify that Mr. JOHN ABBAS SAYED of M.Com PART-II (Management) SEM-III has worked and duly completed the Project Work titled “A STUDY ON MARKETING STRATEGY OF OPPO COMPANY” during the academic year 2018-2019 under the guidance of Dr.(Mrs) SADHNA SINGH submitted on 26th October 2018 to this college in fulfilment of the curriculum of MASTER OF COMMERCE (MANAGEMENT) UNIVERSITY OF MUMBAI. This is a bonafide Project Work and the information present is True and original to the best of our knowledge and belief.

INTERNAL

EXTERNAL

EXAMINER

EXAMINER

CO-ORDINATOR

SEAL OF THE COLLEGE

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DECLARATION I the undersigned MR. JOHN ABBAS SAYED here by, declare that the work embodied in this project work titled, “A STUDY ON

MARKETING STRATEGY OF OPPO COMPANY”, forms my own contribution to the research work carried out under the guidance of Dr.(Mrs.) SADHNA SINGH a result of my own research work and has not been previously submitted to any other University for any other Degree/ Diploma to this or any other University.

Wherever reference has been made to previous works of others, it has been clearly indicated as such and included in the bibliography. I, here by further declare that all information of this document has been obtained and presented in accordance with academic rules and ethical conduct.

JOHN ABBAS SAYED M.COM PART – II (MANAGEMENT) 4

ACKNOWLEDGMENT To list who all have helped me is difficult because they are so numerous, and the depth is so enormous. I would like to acknowledge the following as being idealistic channels and fresh dimensions in the completion of this project. I take this opportunity to thank the University of Mumbai for giving me chance to do this project. I would like to thank my Principal, Dr. (Mrs.) J. K. PHADNIS for providing the necessary facilities required for completion of this project. I take this opportunity to thank our Coordinator Dr. (Mrs.) VARSHA GANATRA, for her moral support and guidance. I would also like to express my sincere gratitude towards my project guide Dr.(Mrs.) SADHNA SINGH whose guidance and care made the project successful. I would like to thank my College Library, for having provided various reference books and magazines related to my project. Lastly, I would like to thank each and every person who directly or indirectly helped me in the completion of the project especially my Parents and Peers who supported me throughout my project.

JOHN ABBAS SAYED M.COM PART- II (MANAGEMENT) 5

INDEX CHAPTER NO TITLE

1.5

PAGE NO INTRODUCTION OF MARKETING 7 INTRODUCTION OF OPPO MOBILE 8-9 HISTORY AND INNOVATION OF OPPO 11-13 OPPO MARKETING STRATEGY 14 COMPETITIVE ADVANTAGE 14 BRAND EQUATY 15 MOST POPULAR SMARTPHONE 16-17 BRANDS IN INDIA SWOT ANALYSIS 20-23

1.6 1.7 1.8

MARKETING MIX SPONSORSHIP FUTURE PLAN OF OPPO

23-27 28-31

2 2.1 2.2 2.3

RESEARCH METHODOLOGY RESEARCH METHOD OBJECTIVE AND SCOPE LIMITATION

32 33-34 35 36

3

LITERATURE REVIEW

37

4

DATA ANALYSIS DATA INTERPRETATION

38

5 5.1 5.2

FINDINGS SUGGESTION CONCLUSION

57 58 59

6

BIBLIOGRAPHY QUESTIONNAIRE

60 61-63

1 1.1 1.2 1.3 1.3.1 1.4.1 1.4.2

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1.INTRODUCTION WHAT IS MARKETING The activity of a company associated with buying and selling a product or services. it includes advertising, selling and delivering product to people. People who work in marketing department of companies try to get the attention of target audience by using slogans, packaging design, celebrity endorsement and general media exposure. The 4 ps of marketing are product price, place and promotion

WHAT IS MARKETING STRATEGY There are many marketing strategies. The great thing about this is that there is no one way to achieve success. An organizations strategy that combines all of its marketing goals into one comprehensive plan. A good marketing strategy should be drawn from market research

NEED AND IMPORTANCE OF MARKETING  Marketing strategy provides an organization an edge over its competitors. Strategy helps in developing goods and services with best profit making potential.  Marketing strategy helps in discovering the areas affected by organizational growth and thereby helps in creating an organizational plan to cater to the customer needs.  It helps in fixing the right price for organization’s goods and services based on information collected by market research.  Strategy ensures effective departmental co-ordination.  It helps an organization to make optimum utilization of its resources so as to provide a sales message to its target market.  A marketing strategy helps to fix the advertising budget in advance, and it also develops a method which determines the scope of the plan, i.e., it determines the revenue generated by the advertising plan. In short, a marketing strategy clearly explains how an organization reaches its predetermined objectives.

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1.1 INTRODUCTION OF OPPO MOBILES

OPPO Electronics Corporation, commonly referred to as OPPO, is a Chinese consumer electronics and mobile communication company, known for its Smartphone’s, Blueray players and other electronic devices. A leading manufacturer of Smartphone’s, OPPO was the top Smartphone brand in China in 2016 and was ranked No. 4 worldwide. OPPO positions itself as a camera phone maker. It focuses a lot on camera features and innovation. OPPO selfie expert Smartphone’s are quite famous with youngsters. OPPO 8

entered mobile market in 2008 but has really grown in the past couple of years. OPPO is present in 21 countries globally. OPPO has a partnership with Qualcomm for innovative solutions.

1.2 HISTORY

The brand name OPPO was registered in China in 2001 and launched in 2004. Since then, they have expanded to all parts of the world. OPPO is a global electronics and technology service provider that delivers the latest and most exquisite mobile electronic devices in over 20 countries, including the United States, China, Australia and many countries throughout Europe, Southeast Asia, South Asia, the Middle East and Africa. OPPO is dedicated to delivering customers with the most extraordinary mobile experience through meticulous designs and smart technology. The History of OPPO 2001 OPPO is Globally Registered 2004 OPPO Launched in China 2005 OPPO's First MP3 Player 2006 First MP4 Player Feature Phone 2008 OPPO Enters Mobile Phone Market Smartphone 2011 First Smartphone: Find Me 2012 Finder, Find 3 2013 Find 5, N1, Colour OS 2014 R1, Find 7, N1mini Full Transition to 4G 2014 N3, R5 Still Pushing Forward OPPO Global Business

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OPPO Global Business OPPO is relentless in the pursuit of the latest technology, the highest hardware quality standards and in delivering the best user experience possible. We design, manufacture, and promote our own products to assure customers of reliable and the highest end products possible from beginning to end. Since its founding in 2004, OPPO has consistently strived to deliver users this ideology across the globe. Having successfully entered into the mobile phone market in 2008, OPPO began looking at expansion into international markets in 2010 and opened its first overseas business in April of 2010 in Thailand Today, OPPO is present in 21 markets worldwide. From the start, OPPO’s products have pushed boundaries. As OPPO continues to expand into new markets, the goal of making our products more accessible around the globe without compromising product service and quality has never been clearer. Culture and philosophy: - At OPPO, we believe that true innovation is all about changing, renewing or creating more effective products that make life simpler. A core part of OPPO’s company culture lies in its commitment to working with its fans to develop and deliver the best products possible, through openness to customer feedback. The History of OPPO innovation OPPO Finder world’s slimmest phone just 6.65 mm OPPO find 5 world first Smartphone with a 1080p IPS screen and a ppi 441. OPPO N1 Camera: World’s first rotating camera with flash light o-touch panel, world’s first Smartphone with rear touch back panel o-click, a Bluetooth remote camera trigger and a device locator OPPO FIND 7 Remarkable 5.5”quad HD screen World’s first Smartphone that can take 50 megapixel photos VOOC rapid charge: The world’s fastest and safest mobile device charging technology.

HISTORY OF OPPO& INNOVATION 10

OPPO Finder World’s Slimmest Phone Just 6.65 mm.

OPPO Find5 World First Smartphone with a 1080p IPS screen.

OPPO F9 Pro (Sunrise Red, 64 GB) (6 GB RAM) 11

FEATURES 6 GB RAM | 64 GB ROM | Expandable upto 256 GB 6.3 inch Full HD Display 16MP + 2MP Dual Rear Camera | 25MP Front Camera3500 mAh Li-polymer Battery

OPPO A83 12

4 GB RAM | 64 GB ROM |  5.7 inch Display  13MP Rear Camera | 8MP Front Camera  3180 mAh Battery

1.3 OPPO MARKETING STRATEGY 13

Commonly referred as OPPO, the Chinese manufacturer, OPPO Electronics Corporation is the producer of Smartphone’s, electronic devices, and Blue-ray players. It is a subsidiary of Guangdong Bubugao Electronic Industry Co. Ltd., which is the manufacturer of Vivo, One plus, and other electronics items. The BBK electronics is the world’s 2ndlargest Smartphone manufacturer i.e. behind only Samsung in the year 2017. OPPO has made its name as selfie & group selfie expert technology and has been ranked 4 for creating the selfie experiences among the young generation globally. Some of the Smartphone models of the brand are OPPO F series (F1, F3, F5 and F7), OPPO A series and OPPO R series

1.3.1 COMPETITIVE ADVANTAGE Technological Advancement: Whether it is the blazing fast technology of One-plus or the artificial intelligence enabled front camera starting the selfie beautification revolution. The company has been successful in short period of time to create visibility and top of mind awareness in the targeted segments. Chinese Parent Company: The brand OPPO is the part of Chinese Company with 9000+ employees helping in distributing the Smartphone’s of the brand in more than 31 countries globally. The Parent company is specialized in digital cameras, electronic items, Television sets, and headphone amplifiers

SEGMENTATION, TARGETING Focusing on the technological breakthrough from last 0f years the brand started the business by segmenting the business based on the technologies it uses for the particular group of customers i.e. millennial who have just started earning or are in college. By doing this they have used selective targeting strategy only making products for the select type of customers rather one fits for all. The company has positioned itself on the basis of the state of the art image capturing and processor technology working on aesthetic part of the quality photos

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1.4 BRAND EQUITY The Chinese brand is promoted and marketed by BBK Electronics, the parent company of the brand. The company has been aggressively promoting the brand as selfie expert in order to capture the aspiration and imaginative space in the mind of the consumers. The brand along with its sister concern Vivo is committed to the Indian & Asian market, the biggest market for the duo. OPPO has been leveraging the two crazy attractions of the Indian market i.e. Cricket and Bollywood to engage with the vibes of the young generation

COMPETITIVE ANALYSIS Contrary to established companies in the market which focuses on all segments from entry-level mobiles to medium and high-end mobiles, the OPPO has been designing the offerings with high-end specifications at low prices with its flagship brands OPPO and One plus. Both have been successful in increasing its market share from 5.7% in the year 2016 to 7.3% in 2017. It competes with companies such as Xiaomi, Samsung, Micromax, Huawei, Apple and its sister concern VIVO

SALES DATA

COMPANY

2017 UNITS

2017 MARKET 2016 SHARE(%) UNITS

2016 MARKET SHARE(%)

SAMSUNG

321,263.3

20.9

3,06446.6

20.5

APPLE

214924.4

14.0

132824.9

14.4

HUAWEI

150534.3

9.8

132824.9

8.9

OPPO

112124.0

7.3

85299.5

5.7

VIVO

99684.8

6.5

72408.6

4.8

OTHERS

638004.7

41.5

682915.3

45.7

TOTAL

1,536,535.5

100

1,495,959.0

100

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MARKET ANALYSIS IN THE MARKETING STRATEGY OF OPPO Increased number of flagship products of peer brands, shrinking margins, Chinese product perception of customers, competition in the industry, backend integration with the suppliers is some of the factors which are affecting the market presence of the brand OPPO. The brand has been doing product and technology development to target the niche segment and technologies like Color OS, photography technology are helping it in staying ahead of the other brands in the market and at the same time increasing its market share over the years

CUSTOMER ANALYSIS IN THE MARKETING STRATEGY OF OPPO The customer of the brand is the young millennial in the age group of 15-40 years and from middle and upper-middle-class income group. These customers are more inclined towards the technological advancement in their personal devices and sometimes flaunt it in their social groups. Customers don’t believe in the long-lasting usage of Smartphone devices but believe in being tech savvy and technologically ahead in the market

5 MOST POPULAR SMARTPHONE BRANDS IN INDIA The quarterly rankings of the most popular Smartphone brands in India are out. According to research company Counterpoint, for the first-time ever, the top five Smartphone brands accounted for more than 70% market share in a single quarter (first quarter of 2018). Both Xiaomi and Samsung alone captured 58% of the total Smartphone market in India. The performance of the Chinese brands remained strong, accounting for 57% of the total Smartphone market in Q1 2018, up from 53% during Q1 2017. This is the highest-ever 16

MI NO 1 Xiaomi once again emerged as the most popular Smartphone brand in the country, holding as much as 31.1% market share. This is a massive jump for the company from 13.1% it held during the same quarter last year (2017). Xiaomi's performance is driven by rising product-pull in the offline market, building upon its strong presence in the online channel where it captured a record 57% share. Redmi Note 5 and 5 Pro were the most popular models of the company during the quarter

SAMSUNG NO 2 Samsung stands at No. 2 position with 26.2% market share. Galaxy J7 NXT and J2 (2017) drove volumes for the South Korean company during the first quarter. Samsung grabbed the top position in the premium segment, capturing half of the total premium market. The flagship Smartphone’s Galaxy S9, Galaxy S9 Plus and A8 Plus helped drive the sales in the segment. One Plus maintained the second position with one-fourth share of the total premium Smartphone market.

VIVO NO 3 At No. 3 is the Chinese Smartphone brand Vivo. The company known for its selfiefocused Smartphone’s held 5.8% market share during the first quarter of the year 2018. VIVO market share declined from 11.9% during the same quarter in 2017

OPPO NO 4 The fourth position goes to VIVO sister company OPPO. The Chinese smartphone brand holds 5.6% market share, a decline from 9.9% during Q1 2017

HONOR NO 5 Huawei’s Honor brand captured the fifth position for the first time ever in the Indian Smartphone market with 3.4% market share. Honours 9 Lite and Honor 7X drove the company's strong performance during the quarter. Honor's sales grew 146% during the quarter. In others come the likes of Nokia, One Plus, Apple, Asus and Lenovo. These combined held 27.9% market share during the quarter. 17

10 COMPANIES HAVE EXITED INDIAN SMARTPHONE IN 2018 The shakeout in India’s Smartphone market mirroring the telecom industry saw number of new entrants nearly halved between 2015 and 2017 while exits grew six-fold as the capital intensive business weeded out weak players unable to sustain and expand as competition

capped

prices.

The top five Smartphone brands Xiaomi, Samsung, OPPO, VIVO and Huawei currently control over 72% of the market against 63% in 2015, albeit with a different brand combination. The top 15 have cornered over 90%, of the market according to Counterpoint Research and experts believe exits and consolidation will gather pace this year

Singapore-based research firm Canalys data showed that the top five — Xiaomi, Samsung, OPPO, VIVO and Lenovo — had about 77% of the Smartphone market in the March quarter and Micromax, Intex and Lava, the three Indian players in the list in 2015, fell off. “The fast changing dynamics and fierce competition in the India Smartphone market will lead towards consolidation in the market,” said Shobhit Shrivastava, research analyst at Hong Kong based Counterpoint Research.

Counterpoint sees some five new entrants in 2018 versus 10 exits. Analysts say roughly 15 of the total 50-60 have the required strength or a niche strategy to stay for the long run. Some of the notable players not in the top five include Apple, Motorola/Lenovo, Nokia, OnePlus, and Lyf besides local players such as Micromax and Lava. At its peak in 2014-15, the mobile phone market had over 300 Smartphone players. Smaller players are struggling to set up local level manufacturing, especially after the 10% duty on printed circuit board (PCB) assembly, since they don't have enough volumes to justify large investments. Due to competition, they cannot raise prices,” said Jaipal Singh, senior market analyst at International Data Corporation (IDC) India. In 2015, of the 15 new players, nine Chinese and five Indian entered the Smartphone growing at more than 20% every year and only one player exited. by 2016 when the market growth slowed to just 5%, 13 new players entered, five each of Indian and 18

Chinese origin, and an equal number exited, Counterpoint data show. In 2017, when the market growth rebounded to about 14%, 13 players exited and only nine new players moved in, five of them Chinese.

The handset market reflect the telecom sector in India where the entry of disruptor Reliance Jio forced rampant tariff cuts and sparked the need for top dollar investments, triggering rapid consolidation that left only three main operators from 10-12 a couple of years back. Over 60% of the subscriber share and 70% of the revenue share was with the three top players Bharti airtel Vodafone and Idea — even before the cull and the latter two merged.

On the Smartphone front, disruptor and new No. 1Xiaomi and long-time leader and now No. 2 Samsung together cornered 58% of the market in the January-March quarter. “This is happening for the first time in a single quarter… could accelerate exits and possibly consolidation,” said Counterpoint research analyst Anshika Jain. Sector watchers don’t expect the dominant players to loosen their grip on market share anytime soon as competition in the sub- Rs 10,000 segment – where most new players come in – has become tougher with the presence of Xiaomi. Besides, new players have to spend more on marketing, sales and distribution where margins have been slashed, commissions cut and shop floor employees eased out across brands. “The sales channels have changed, there isn’t anyone now who can spend like OPPO and Vivo did, going into the deepest pockets and giving shopkeepers rentals to put up their glow signs. Now, even OPPO and VIVO have curtailed spends,” IDC’s Singh cautioned.

1.5 SWOT ANALYSIS 19

OPPO Smartphone’s have been launched by BBK electronics which is China based organization. The brand was launched in the year of 2004. The brand is selling Smart Phones in more than 20 countries in the world. OPPO phones aim to deliver the best class designs and smart technology to the users

STRENGTHS This helps in understanding the core areas of the business where it beats the competition and has the competitive advantage in the market. Strengths are generally the core competency of the business

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

Newer and Better products– OPPO phones come with great features and have launched first-ever rotating phone camera and many other features which are never launched by any other phone



Brand Building – OPPO phones has collaborated with big celebrities and made them ambassadors to market the product better and position the phones in the minds of the customer



Quick Market Capture – OPPO has been able to make its name and position in the market in a very short period of time due to its very exciting features offered to the customers.



Price Point – The OPPO phones are available at affordable prices which are another factor which made OPPO phones readily accepted by the consumers in the market.

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Product Line – OPPO has not only being marketing phones but at the same time are into Blue-ray devices and headphones

 Parent brand strategy – OPPO phone’s parent brand owns other two famous phone brands as well which are one plus and Vivo. This depicts that BBK has a very strong strategy in place to market phones at different segments

.

WEAKNESS

This is the pain area of the organization where it does not have the resources or skills. Business has to work upon these areas so that they are not left behind from the

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competition. Though there will be some or the other weakness it should not be an area which takes the business pout off the market  Competition – Mobile Phone market is highly competitive and there are numerous players who are fighting for the same market and hence it becomes very difficult  User Interface – The user interface is not made keeping in mind the usage from the non-tech savvy consumers.  Poor Post-Sales Support – One of the main disadvantages of buying OPPO series is that the after sales support extend by the brand is not good. After sales service built the trust in the brand that in case something goes wrong then service centers are there to help them out but OPPO has not been able to provide good support to the customers which inhibit its growth in the market ass customers cannot trust the brand.  Quality is Poor – The quality provided by the OPPO phones at the price they put is inferior and hence the tradeoff is clearly seen in the price. Low price low quality

OPPORTUNITIES This helps in understanding what other things a business can do with the current skills and resources. It helps the business to know the areas where it can expand and take a lead in order to diversify the business and expand the customer base  Brand Association – OPPO can try to associate with events to market to wider and different segments of customer that will help to enhance the customer base 22

 Flagship Products – OPPO can launch newer phones that can compete with other big market players like Samsung and Apple which will help to increase the visibility of the brand in the market .

THREATS This analysis helps in understanding what are the areas which can impact the business in future or right away. So business has to prepare itself to handle the threats in the market landscape. Competition or increasing number of players in the market with same value proposition is a threat to business as it directly lowers the customer base and revenue  Competition – The mobile phone market is intensively growing and it is getting price competitive which makes it very difficult to survive in the industry  Low Barriers to Entry – The profitability of the mobile phone market attracts new players in the market which eats away the market share further from the cell phone manufacture

MARKETING MIX OPPO Electronics Corporation is simply known as OPPO and is of Chinese origins. It is associated with consumer electronics industry and deals with mobile phones. OPPO is a subsidiary of its parent company BBK Electronics. It was founded in the year 2001 by its founder Chen Mingyong but was registered in the year 2004 with brand name OPPO. Some of its competitors are as follows-

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PRODUCT OPPO is one of the leading global names in the mobile-phone industry. It deals in designing, manufacturing and marketing of Smartphone’s. At its onset, it was a technology and electronics organisation with its focus on MP3 players but in the year 2008, it diversified its portfolio and stepped in a segment of Smartphone’s. It was able to create new and better opportunities for itself by including Blue-ray players, Smartphone’s and other electronic devices in its kit. Some of its products are as followsMobile phones OPPO A37 OPPO Neo 7 4G OPPO N1 16GB OPPO R2001 Yoyo OPPO R1 R829T OPPO N1 mini .PLACE

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OPPO has spread its international presence to several global countries and its products are easily available in nearly twenty-one countries including places in Africa, MiddleEast, South Asia, Southeast Asia, Europe, Australia and the United States. Its headquarters base is at Dongguan in China. OPPO has formed several divisions based on geographical locations to design and meet specific requirements of that area like OPPO Bangladesh, OPPO Pakistan, OPPO Sri Lanka, OPPO India, OPPO Thailand, OPPO Vietnam, OPPO Malaysia, OPPO Philippines, OPPO Myanmar and OPPO China It also has a division OPPO Digital which operates independently and is based in Mountain View in the United States. OPPO has full control over its widespread and strong supply chain that includes distribution of products from its manufacturing plants to customers via online stores, mobile stores, supermarkets, hypermarkets and malls.

PRICE OPPO has carved a distinct name for itself in such a short time span and faces stiff competition from existing and new players. It has been able to hold its own because of smart technology, meticulous designs and its pricing policies. OPPO is striving to capture and impress younger generation, who are on a look-out for trendsetters that offers unique user experience. The company has targeted high-end market for its Smartphone’s by offering attractive models that bring value to customers and revenues 25

to the company. OPPO has adopted a mid-premium pricing policy and kept its product prices on the higher side compared to similar products of its rival brands. It has successfully assured its customers of value-based pricing and created a niche market for itself

PROMOTION OPPO has strived to promote its products with help of an aggressive marketing policy. It has launched several ad campaigns that highlight its innovative features and are shown via television, newspapers and billboards and in social media via Face book, Twitter, Blogs, Instagram and YouTube. Brand realises the impact of star power and has roped in Indian actors Sonam Kapoor and Hrithik Roshan as brand ambassadors and cricketer Yuvraj Singh to act in its commercials. 26

Luhan and Yang Mi have become its ambassadors in its native country China. During its launch at Thailand, it entered into a deal with popular boyband from Korea 2 PM to prepare a launching song. It has entered into sponsorship agreement like a deal with International Cricket Council to become its mobile partner and with FC Barcelona to become its official partner.

1.6 SPONSORSHIP A Chinese Smartphone maker has emerged as the unlikely leader in Indian sportssponsorship in recent years. In 2017, China’s BBK Electronics, the world’s third largest Smartphone maker, bet record amounts of money on Indian sporting events. BBK’s two Smartphone brands, OPPO and Vivo, which are among India’s most popular today, together committed Rs3,540 crore ($550 million) on sponsoring sporting 27

events in India—mostly cricket. This amount, to be spent over the next five years, was roughly 50% of all such sponsorship committed in the country that year. The contracts signed by these two brands alone helped India’s sports-sponsorship market grow by 14% over the previous year, says a report released on March 21 by ESP Properties, part of advertising firm Group M and media company Sports Power.

“Most Chinese Smartphone companies have been targeting Indian youth in a big way and there is no better connect in India than cricket,” Tarun pathak, senior analyst at consultancy firm Counterpoint Research, told Quartz. These sponsorships, both in cricket and non-cricket events, are likely to help shrug off increasing competition. They also help increase VIVO’s and OPPO’s recall value, he said. Big brands rarely miss an opportunity in India to pay big advertising dollars to get their names on jerseys, banners, and on-screen advertisements for matches and other events. Not surprisingly, the Chinese electronics company BBK has caught on. Its two rival brands also compete over sponsorship deals in the country. In 2015, Vivo first associated with the Indian Premier League (IPL) after Pepsi dropped its association mid-way following a betting scandal surrounding the cricketing gala. The Smartphone maker then paid Rs196 crore to sponsor the league for two years (2016 and 2017). In June 2017, it renewed its deal, effective from 2018, with an eye-popping Rs2,199 crore (roughly Rs440 crore per year)—a premium of 450% over the previous amount paid by Vivo. “The fact that Vivo chose to bid at a 450% mark-up…suggests that it got full value from its investment. Whether that will still obtain over the coming five years remains a moot point though,” the report said. The IPL season kicks off in April. In May 2017, Vivo also paid Rs262 crore for the Pro Kabaddi League, looking to reach the country’s young population. Meanwhile, in March 2017, OPPO made the highest bid ever for the Indian cricket team sponsorship for Rs1,079 crore. That roughly translates to Rs4.61 crore per regular match and Rs1.56 crore for a match in an International Cricket Council tournament.

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Incidentally, the only other player in the sponsorship race was Vivo which offered Rs768 crore. Over the past few years, Chinese companies have taken over the world’s fastestgrowing Smartphone market, cornering more than 50% by 2017. Besides BBK, other players vying for a larger share include Xiaomi and Gionee. BBK, which shipped 200 million phones globally in 2017, has Vivo and OPPO holding a 9.4% and 7.5% market share, respectively, in India.

1.7 FUTURE PLAN OF OPPO Chinese mobile phone manufacturer OPPO, known for its high quality camera phones in India, wants to move the brand's positioning from a mere 'selfie expert' to a technology and innovation brand. The mobile phone manufacturer has mostly talked about its camera quality in all its brand campaigns, which has made it popular among India's selfie lovers. Will Yang, Brand Director, OPPO India, said, “We were the first brand to launch an eight-megapixel camera in the world and that actually is an innovation, but we did not 29

highlight the word innovation, we focused on the word Selfie Expert. All the technology behind such a camera requires innovation. We will now talk about the technology behind being a Selfie Expert. We would still be talking about selfies but will have to highlight innovation as our brand’s positioning and not only focus on the selfies he added. The brand will now also talk about the phone’s speed and battery-related technology in its communication. The company's marketing investment is divided into two main streams in India as it focuses on sports marketing and entertainment. The brand has been associated with prime TV properties such as Big Boss and Dance Plus in the past. The brand also used celebrities rigorously in its communication and has associated with Sonam Kapoor in the past and currently with Deepika Padukone and Siddharth Malhotra. On the sports front, OPPO has been one of the major sponsors for ICC, the Indian cricket team and other sports events in India. OPPO allocates most of its marketing spend on TV and then on the digital front as Yang believes, “Traditional media helps to occupy the consumers' mindshare well in the Indian market.” The company has never had a permanent creative partner in India and has worked with various creative agencies on each project.Giving the rationale behind working with different agencies over the years and not having a single agency for a long term, Yang said, “People will lose the curiosity of the brand if the advertising looks similar each time. The brand might not find a problem in a particular pattern of creative’s, but the customers would get tired of it.” According to the IDC (International Data Corporation) data, OPPO has a 7.4% market share, maintaining its position at no. 3 followed by Vivo at no. 4 with a 6.7% market share. The no.1 position is held by Xiaomi with 30.3% market share and at no.2 is Samsung with a market share of 25.1% in India. Last year, OPPO reported a massive 750% jump in sales. The brand receives most of its demand from the tier 1 and 2 cities. The (IDC) Quarterly Mobile Phone Tracker report also states that the India Smartphone market saw a shipment of 30.0 million units in 2018 Q1, making it the strongest start 30

to a year and maintaining a healthy year on year growth of 11%. However, the market remained almost flat compared to the previous quarter 2017

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Chapter 2 Research Methodology

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RESEARCH METHODOLOG 2.1 Research Methodology Research is the systematic and objective search for the analysis of the information relevant to the identification and solution of any problem in the field of channel development Descriptive research design was adopted to describe the data and characteristic about what is being studies. in descriptive research we have to describe everything in detail like what is the behaviour of customer in buying? What they focus on more while selection and pricing? And hence we utilize this research method The eventual objectives are to suggest some recommendation to the company so as to enable them to increase their market share.

SOURCE OF DATA COLLECTION Method of data collection used for the project was done in two ways Primary: the primary data have been collected by questionnaire in chembur camp Mumbai city the respondent are college student salaried person retied person housewife and other age category Secondary data: it a data which is not originally collected rather obtained from publish or unpublished source, thus the secondary data are that which have already been collected by someone else and has been passed through statistical process. This data is useful for conceptual framework. The secondary data are collected through following source 

OPPO sales manual



The website of OPPO



Brochure of OPPO



Other relevant research

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Sample size A sample of 60 respondent (smart phone users) where considered. The respondent was different brand users they are different in age gender. The most of the user are college student because OPPO called as camera phone and college student use camera more compare to others. the respondent are educated they take some time to understand the questionnaire and fill it easily Sample Method: Random sampling Research instrument: Questionnaire

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2.2 OBJECTIVE & SCOPE OF STUDY Every time business organization that come into a contact with customer they develop a perception in the mind of customer today every organization needs to know the perception in the mind of the customer as the market is highly competitive. In order to gain the mind share of the customer along with the market share certain strategies are required. Especially in the mobile sector as there are many competition. So to leave a positive impact on the customer. provide them best service. To gain the advantage over the competitor The final decision of transaction is totally depend on the consumer. Consumer may have different perception for his satisfaction for particular brand and company have to fulfil customer requirement hence the concerned project is under taken 

To analyse the customer requirement



To study the attitude of staff member to customers.



To provide the better service



To know the opinion & suggestion of customers.



To know the brand value in mind of the customer



To know the marketing strategy use by OPPO



To know how OPPO beat to their competitors



How much OPPO spending on sponsorship



To know the brand image of OPPO.

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2.3Limitation of the research 

Only 60 respondents consisting of smart phone user have been questioned. which comprise a very small sample considering the mobile market.



Survey area was confined to limited parts of chember camp Mumbai. Due to the limitation of time & cost element.



Survey was mostly confined to Smartphone users, but players like company representative, dealers etc.where not taken into consideration.



Sampling method used was convenience & random so the result may not be completely accurate.



Answers of the survey depends upon the belief & perception of the Smartphone users which may differ from the person to person.



Wrong information could have been given by the respondents to cut short and fast filling of questionnaire.



Many people give wrong information due to lack of information.



Respondent tried to escape some statement by simply answering “neither agree nor disagree” to most of the statement.this was one of the most important limitations faced ,as it was difficult to analyse and come at a right conclution.



This study is based on the marketing strategy and customer satisfaction, But the customer satisfaction level may change according to time, fashion, technology and development etc.



In chek box question respondent choose more then one option, it was difficult to put it into table form

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Chapter No 3 literature review

LITERATURE REVIEW 37

Dissanayake,(2015) paper has concentrated on reviewing brand identity as an fundamental strategic component in expand global brands via figuring out literature more along with the case practices on Smartphone Brands. The study entitled a literature review is based on case marketing of Smartphone. Researchers followed a more as literature review along with case review to connect theory into practice by sourcing the formally produce verification. Paper also provides the perception on how empirical verification to support their findings being shared in literature reviews connecting the concept of Brand Identity into brand related concepts and representation while special reference is made on how the said two global brands being reviewed as cases in the literature sources. Researchers suggest hypothesis along with a closure in the forms of teaching and learning notes par with the requirement of the case-based piece of work. This literature review also helped in findings the brand identity.

1

Ulas Akkucuk, Javad Esmaeili 2016) in the Purpose of this research is to study the

factors behind Smartphone purchase decisions of consumers. The author represents a literature review on Empirical Study on Smartphone Buyers. Nowadays companies make use of different strategies in order to attract new customers, maintain existing customers and different their products from those of their competitors. Maybe, the most important and effective strategy to influence consumer behavior in the product selection is emphasizing the brand name of the products. Our purpose in this paper is to inspection how Smartphone brands can influence consumers buying decisions. Brand equity is a set of brand assets and liabilities connected to a brand name and symbol which add to or subtract from the value provided by a product or service. It enhances the customer’s ability to understand and process information, improves confidence in the purchase decision and affects the quality of the user experience. Using this construct widely discussed in the literature, we use and build our hypothesis based on Aaker model about the brand equity, including recognized quality, brand awareness, brand association and brand loyalty.

1

Ulas Akkucuk, Javad Esmaeili (2016) “crafting the strategy” 38

2

Rashid Saeed, Hashim Zameer, (2012) in the purpose of his paper is to inspection

the buying behavior of consumers in India and compares the customer’s behavior of urban consumers and rural consumers in India. The author represent a literature review on Mobile phone buying behaviour of customers a comparative study of rural and urban customer in India. The data are collected from 600 consumers from all over the India through a structured questionnaire. SPSS 17 is used to analyze the results. To check consumer preferences while making a purchase decision we used AHP (Analytic Hierarchy Process). We designate factors through Analytic Hierarchy Process. This describes better results. Our findings indicate that rural consumers more focus on the functions of mobile phone and they are price aware on the other hand urban consumers more focus on style of mobile phone and brand image of mobile phone. This paper serves as a valuable guideline for management to review their advertisement campaigns and modify their mobiles according to the needs of consumers.

3

Heather Shaw David A. Ellis (2016) on The author represents a research paper on

Predicting Smartphone Operating System from Personality and Individual Differences. In spite being very similar in functionality, current discourse and marketing campaigns suggest that key individual similarity exist between users of OPPO and others devices however, this has never been investigated empirically. This is unexpected as more on product services than other features. Finally, among different Smartphone’s continue to gain strength across a variety of research disciplines. In this article, we examine if individual differences exist between

two distinct groups. In differences to

Smartphone’s users, we found that smartphone owners are more likely to be male, younger, and female to growingly concern about their Smartphone’s is viewed as a status object. Key similarity in personality was also observed with iPhone users displaying lower levels of Honesty–Humility and higher levels of emotionality. Following this analysis, we were also able to build and test a model that predicted Smartphone ownership at above chance level based on these individual differences. In line with extended self-theory, the type of Smartphone we own provides some valuable

2

Rashid Saeed, Hashim Zameer, and Raheel Abbas (2012) “on strategic marketing”

3

Heather Shaw David A. Ellis (2016) “the grate smartphone war” 39

information about its owner. These findings have implications for the increasing use of Smartphone’s within research particularly for those working within Computational Social Science and Psycho Informatics, where data are typically collected from devices and applications running a single Smartphone operating system. 4

Riyath, Shaw David A. Ellis (2014) in the purpose of deep study into the mobile

market industry in India. The study entitled Factors affecting mobile phone brand preference empirical study on Indian university students. Mobile phone manufactures and marketers are facing more competition in India as well as in the world mobile market. Mobile phone marketers should have clear idea about the factors which are upcoming and affecting the choice of the mobile phone to design, produce, set price, communicate and promote the mobile phone in such manner to get more market share and win whole hard of the potential consumers and stakeholders. This study purpose to find out the factors which are upcoming and affecting the choice of a particular mobile brand when making purchase decision with reference to India university students. The primary data collected through online-based questionnaire designed and then sent to randomly selected students to respond who are following any programmed of study in universities worldwide. Illustrative statistics mean and standard deviation are used to identify the factors those are affecting the mobile brand preference. Pricing strategies

Riyath, Mohamed Ismail Mohamed, Musthafa, Sulaima Lebbe (2014) “epic content marketing”. 4

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CHAPTER 4 DATA ANALYSIS

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DATA INTERPRETATION & ANALYSIS MOBILE USER

Gender

Number of respondents

Percentage(%)

Female

19

68.3%

Male

41

31.7%

Total

60

100%

from the above table it can be observed that 68.3% males and 31.7% female have taken in the survey. The male respondent are shown in red color they are 68.3% and female respondent are shown in a blue color

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INCOME OF MOBILE USER

Monthly Income

Number of respondents

Percentage(%)

Less than 15000

27

45

15000 to 30000

27

45

30000 & above

6

10

Total

60

100%

from the above diagram it is observed that 45% of respondent earn less than 15000 rupees monthly which is show by blue color. 45% of respondent getting salary between 15000-30000 thousand which show in red color and 10% getting above 30,000 salary which show in yellow color

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OCCUPATION OF MOBILE USER

Occupation

Number of respondents

Percentage(%)

College Students

20

46.7

Salaried

28

33.3

Retired

0

0

Self Employed

9

15

Others

3

5

Total

60

100%

from the above diagram I understand that 33.3% of respondent are college student which is show in a blue color,46.7% are salaried which is show by red color,15% are self employed which are in green in a diagram and remaining respondent earn by other way they are in purple

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USER OF APPLICATION

Use of App

Number of respondents

Percentage(%)

Yes

27

55

No

33

45

Total

60

100%

From the above diagram it shows that 55% of respondent using all application they are shown in ablue color and 45% of respondent not using all application they are in red color in a diagram. Information given by respondent show that half of the respondent use all the application

CHOOSE OF CUSTOMER

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from the above table it can be observed that 21.7% of respondent will choose Samsung smart phone,38.3% use OPPO mobile,10% use vivo mobile, MI user increasing day by day they are 18.3% rest of respondent use other mobile like other brand Iphone user are also very less they are only 2%

OPPO ADVERTISEMENT

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one-plus,infocus and

OPPO ADS

Number of respondents

Percentage(%)

Yes

57

95

No

3

5

Total

60

100%

from the above diagram I observed that from 60 respondent 57 respondent see the OPPO advertisement TV advertisement, paper, advertisement, banners and only 3 respondent don’t watch or see the advertisement

WHICH ADVERTISEMENT IS MORE POPULOR

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from the above diagram I understand that many people see the TV advertisement and other advertisement like paper advertisement Banners and Digital advertisement. Most of the people see TV advertisement 47% respondent see TV adds 17% respondent see paper adds very few people are there who don’t see any kind of advertisement.advertisement is a strong tool of sales which influence the mint of the customer

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FEATURE OF OPPO MOBILE WHICH INFLUENCE CUSTOMER TO BUY

From the above diagram I observe that the reason behind the purchase of OPPO mobile are camera,price,. Most of the respondent buy OPPO mobile for camera because the camera of OPPO mobile is so good. Design and price are secondary think the main purpose to buy a OPPO mobile is camera some respondent think about color also and very few people think about durability of a mobile phone. Very few people think for durability because they know that life of mobile phone is not more than a year.

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UNDERSTANDING THE MESSAGE OF ADVERTISEMENT

Message of ADS

Number of respondents

Percentage (%)

Yes

19

61.7%

No

4

6.6%

May be

37

31.7%

Total

60

100%

from the above table it can be observe that 61.7% of respondent are understand the message of advertisement which is shown in a blue color. Advertisement is a silence sales person. Advertisement is a message to buy a OPPO mobile. company communicate through advertisement to its customer.31.7% of respondent was silence on this question which is shown in a yellow color rest of 7% don’t understand the message of advertisement

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RECOMMENDATION ABOUT PURCHASE

Recommendation

Number of respondents

Percentage (%)

Yes, of course

22

36.7%

May be couple of them

17

28.3%

No I don’t

12

20%

I don’t know

9

15%

Total

60

100%

from the above diagram it can be observe that 36.7% of respondent are strongly agree to recommend to their friends and relative.2803% say that they will recommend to some people and 15% of respondent are silence on this question and 20% say they will not recommend to anyone

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PLACE OF PURCHASING

Place of purchase

Number of respondents

Percentage (%)

Exclusive store

19

31.7%

Multi Brand Dealer

19

31.7%

Online

19

31.7%

Others

3

5%

Total

60

100%

from the above table I observe that 31.7% of respondent prefer Exclusive store which are shown in a blue color 31.7% will go for normal multi brand store which are shown in ared color, 30.7% respondent are happy for online shopping they are in yellow color and rest of all choose other place for purchase they are in green color

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PERIOD OF MOBILE USE Duration

Of

changing Number of respondents

Percentage (%)

Phones With in 6 Months

5

8.5%

6 to 12 Months

19

32.2%

More than a year

35

59.3%

Total

60

100%

from the above diagram I understand that 8.5% of despondence use mobile for 6 month only they are highlighted in a blue color,32.2% of despondence use their mobile for 6 to 12 months they are in red color and 59.3% of despondence use mobile more than a year they are in yellow color

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SATISFACTION OF CUSTOMER

Satisfaction of customers

Number of respondents

Percentage (%)

Yes

24

41.4%

No

11

19%

May be

23

39.7%

Total

60

100%

from the above table I observe that 41.4% of respondent are satisfy with warranty policy which are show in ablue color 19% of respondent are not satisfy with company policy they are in red color, 39.7% of respondent are silence on this question they are in yellow color

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CUSTOMER REVIEW ON OPPO EXCLUSIVE STORE

From the above diagram I observe that when I ask the question of expertise of staff many respondent say the staffs are good in all aspect few people said average and others say that bad On the question on value added service the large number of respondent rate a average some people say excellent and few respondent say bad about value added service The answer on store layout is mix only few respondent say the layout of store is not good Range of product is also good the respondent are happy there also some respondent think that the range is not good The last question of rating scale got good respond most of the respondent are fully satisfy with service, some are not satisfy and very few are say bad about the service of OPPO company

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CHAPTER 5 FINDINGS, SUGGESTION AND CONCLUSION

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FINDINGS 

The male respondent are using more Smartphone compare to women.



The college student are more in numbers because they use mobile for camera and the camera quality of OPPO mobile is so good.



To use a Smartphone salary and income does not matter



Only 45% of respondent use the all application of mobile.



When I ask a question which mobile will you buy the 38% of respondent was OPPO mobile,OPPO mobile has good image



Almost 47% of respondent see the TV advertisement, paper advertisement.



Almost 33% respondent buy OPPO mobile phone for camera.



The message of OPPO advertise is good and understandable answer by respondent



Because of feature and the quality of mobile many respondent agree to give suggestion to others to buy a OPPO mobile.



Almost half of the respondent rated OPPO exclusive store on the factors such as store layout, range of product, customer service, 31% of respondent prefer to purchase from exclusive store this is increasing the good will of the firm and relationship with local dealers/

 Mostly consumer wants to opt for difference Smartphone brand instead of looking for same brand. So consumer are not loyal in case of Smartphone.  The most effective mode of marketing is TV advertise and digital advertisement

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SUGGESTION The most of the respondent are not satisfy with the warranty of OPPO they think that one year of warranty is not sufficient they think life of the smart phone is not only one year so they want more warranty The TV advertisement is good and effective but it is more effective if company use other method of sales like low range of product because many people not buy high range mobiles. The brand earns good will but many customer not accept china brand they think the quality of china brand is not good.

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CONCLUSION As per part of my M.COM curriculums , I have prepared M.COM project repot on “MARKETING STRATEGY OF OPPO MOBILES” I have collected all information both primary and secondary sources regarding to the project report through survey, Finally I would like to conclude that OPPO INDIA PVT LTD one of the most competent company in the Mumbai market and needs to focus on the scope of improvement continuously according to market changes company should take into account the suggestion and view points of the smart phone market and increasing dynamic completion has forced all the players to innovate and improve on regular basis

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BIBLIOGRAPHY WEBSITE

https://www.gadgetsnow.com/slideshows/5-most-popular-smartphone-brands-inindia/Honor-Huawei/photolist/63894256.cms https://www.gadgetsnow.com/10-companies-have-exited-Indian-smartphone-in-2018so-far/articleshow/63966605.cms?from=mdr [email protected] https://googl/forms/fPFzecUHr2zC0HRS2https://goo.gl/forms/fPFze https://www.oppo.com/in/smartphone-f9-pro-starry-purple/

BOOKS REFFERENECE Michael Vaz and Aurora Vaz“Marketing strategies and Practices Research methods :RAM AHUJA Marketing : Philip kotler

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QUESTIONNAIRE

Marketing Strategy of oppo Mobiles 1 )NAME

2)GENDER o FEMALE o MALE 3)AGE o 18-25 o 26-40 o 40 AND ABOVE

4)WHAT IS YOUR MONTHLY INCOME? o LESS THAN 15,000 o 15,000 TO 30,000 o 30,000/AND ABOVE 5)OCCUPATION ? o COLLEGE STUDENT' o SALARIED o RETIRED o SELF EMPLOYED o OTHER 6)DO YOU USUALLY USE ALL THE APPLICATION OFFERED IN THE SMARTPHONE o Yes o No

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7)IF YOU WERE TO CHOOSE BETWEEN OPPO SMARTPHONE AND OTHER SMARTPHONE WHICH ONE WILL YOU BUY ? o SAMSUNG o OPPO o VIVO o MI o OTHERS 8)HAVE YOU EVER COME ACROSS OPPO SMARTPHONE ADVERTISEMENT ? o YES o NO 9)IF YOUR ANSWER WAS YES WHERE DID YOU SEE THE ADVERTISEMENT ? o PAPER Advertisement o TV ADVERTISEMENT o BANNERS o FLASH ADVERTISEMENT o OTHERS 10)WHAT MADE YOU BUY OPPO SMARTPHONE ? o PRICE o DURABILITY o COLOR SELECTION o CAMERA o DESIGN o OTHERS 11)WERE YOU ABLE TO UNDERSTAND THEIR MESSAGE THROUGH THE ADVERTISEMENT ? o YES o NO o MAY BE 62

12)DO YOU RECOMMEND OPPO MOBILE PHONE TO YOUR FRIENDS AND RELATIVES ? o YES, OF COURSE o MAY BE COUPLE OF THEM o NO I DN'T o I DON'T KNOW 13)WHERE WOULD YOU PREFER TO PURCHASE A SMARTPHONE ? o EXCLUSIVE STORE o MULTI BRAND DEALERS o ONLINE E-COMMERCE o OTHERS 14)HOW OFTEN DO YOU CHANGE YOUR MOBILE PHONE? o WITHIN 6 MONTHS o 6 TO 12 MONTHS o MORE THAN A YEAR 15)ARE YOU SATISFY WITH THE WARRANTY GUARANTY POLICY OF OPPO COMPANY? o YES o NO o MAY BE 16)RATE THE OPPO EXCLUSIVE STORE ON THE GIVEN 3 FACTORS? EXPERTISE OF SALES STAFF VALUE ADDED SERVICE STORE LAYOUT RANGE OF PRODUCT & SERVICE CUSTOMER SERVICE LEVEL o EXCELLENT o AVERAGE o BAD 63