righttop2018SUBMITTED TO: DR. RAMBALAK YADAVGROUP 311/28/2018400001000002018SUBMITTED TO: DR. RAMBALAK YADAVGROUP 311/28/2018-116366520018650039147755054600SHUBHANGI KHANDELWAL -18A1HP066SANCHITA THAKUR – 18A3HP644RUKHSHAR JAHAN – 18A2HP442NISHANT SHARMA – 18A3HP631SAI BHARDWAJ – 18A3HP645SHEETAL BHARADWAJ- 18A1HP024ANURAG – 18A1HP09700SHUBHANGI KHANDELWAL -18A1HP066SANCHITA THAKUR – 18A3HP644RUKHSHAR JAHAN – 18A2HP442NISHANT SHARMA – 18A3HP631SAI BHARDWAJ – 18A3HP645SHEETAL BHARADWAJ- 18A1HP024ANURAG – 18A1HP0971372869421640-81280-6985 Mobiles00 MobilesOnePlus one OnePlus Two OnePlus X OnePlus 3 OnePlus 3T OnePlus 5 OnePlus 5T OnePlus 6 OnePlus 6t -717552540 Case00 CaseProtective case Flip Case Bumper Case Outer box case Tempered glass 1382395440690-71755-16509 Audio00 AudioType-C Bullets ear-phones Type-B V2 Bullets. Bullets Wireless. -2413021590 Gears00 GearsTravel Backpack Jcc+ Baseball cap Jcc+ T- shirt Jcc+ Tote Bag36093406819902571757010400079057511430PRODUCT MIX OF OnePlus020000PRODUCT MIX OF OnePlusright548640product mix width00product mix width552450958215Product line length0Product line length-1714503348355-1809751015365BL to produce limitedsProduct startergyProduct differentiation:Price: “Carl Pei” has a different idea on the price of his product and he feels it is not necessary to increase or show different pricings for different product line.it his product strategy by not changing the price of the new product line.
This make his product success compared with competitors Performance quality: The product is famous for its performance made point of parity with competitors Conformance quality: “One plus 6T” is the new product line has made the customers satisfaction and they trusted the product for the reasonable price. Co-BrandingIt is the partnership between two or more brands to market their individually produced goods or services. The association benefits in the promotion of both the brands. “OnePlus”, the Chinese giant, has co-branded with five different brands which are listed below:64770018986500″OnePlus X JBL: JBL” is a 70-year-old, leading audio brand dealing in loudspeaker, earphones and such associated electronics. Considering the achievements and brand image of “JBL”, OnePlus partnered with “JBL” to produce limited edition sets of the “OnePlus One” and “JBL E1+” earphones.
64770019177000″OnePlus 3T X Colette: OnePlus,” on the 20eth Anniversary of “Colette”, launched all-black edition of “OnePlus 3T” with “Colette” logo engraved on its back. The collaboration with this Parisian retailer was done to push the boundaries between fashion and technology.64770019177000 “OnePlus 5 X Jcc+: OnePlus”, with an idea of combining art, fashion and technology, teamed up with Jean-Charles de Castel bajac, a fashion designer, to produce OnePlus 5 JCC+. The limited edition was an artistic version of OnePlus 5.64770019304000″OnePlus 5T X Star Wars”: OnePlus partnered with Lucas Films to celebrate the release of the Star Wars Saga- The Last Jedi and its anniversary in India.
For this limited edition, OnePlus also changed its tagline from “Never Settle” to “Strong Enough to Rule the Galaxy” and featured the Star Wars logo in Red on the back of the phone.64770019240500″OnePlus 6 X Avengers Infinity Wars”: In collaboration with the Hollywood blockbuster Franchisee Marvel Studios, OnePlus 6 was launched. This Edition pays tribute to the lineup superheroes and features the groundbreaking innovation in technology by OnePlus.a natural choicePricing StrategyWith the launch of OnePlus 6T, there has been a buzz on the price, color and model variants of the phone and comparison with its previous launches. OnePlus 6T, right now is the most affordable high-end phone available in India with 16+20MP camera, Snapdragon 845, 8GB RAM and minimum 128GB storage. In India, the pricing of the latest base model starts from 37,999 with is costlier than OnePlus 6 (34,999), the previous base model price.Although, OnePlus crossed its 35000-price mark through the variants of OnePlus 5 itself, yet, it is the first time that the base model has also gone beyond this price mark.
There has been a lot of evolution in the launch events as well.The pricing strategy of OnePlus is basically inclined towards the geographical market as it varies from country to country. This differentiation in price is an outcome of various variable factors such as taxes, operating costs etc. Yet, OnePlus succeeds at providing the best specifications, superior quality and design to the customers at disruptive prices.The company has been successful in positioning its brand.
center0Product mapping for price and performance020000Product mapping for price and performance-6667503790950 1 0Battery LifeLenovogoogle pixel2Apple65432103OneplusSamsung4Product mapping for Camera and Battery Life 6 500 1 0Battery LifeLenovogoogle pixel2Apple65432103OneplusSamsung4Product mapping for Camera and Battery Life 6 5-5429253568065Camera00Camera Packaging strategy0-127000OnePlus is giving the chance to the people to vote on the final look of the package through a poll on “Weibo”.”Mark Bloom”, approached to design the packaging for OnePlus2, Chinese smartphone manufacturer OnePlus new “flagship killer” smartphone, one thing became quickly apparent: the 2 in OnePlus 2. To trump this modern product, range from OnePlus, Bloom designed a custom 2 symbol for the packaging of the phone, from the box to the screen protector. The symbol, emblazoned on the front of the box, catches the eyes of customers and finds a crisp color palette of bright red and white, a striking background for the black smartphone inside. Now, “Weibo” user has uploaded the photos of “OnePlus 6T” packaging. The photos show the lid of a box, complete with OnePlus 6T branding and a tagline of “Unlock the speed”.
The list of names appears on the underside of the lid. In fact, “Google” multiple names together with ” OnePlus ” suggests that these are user names on the official “OnePlus forum”.The OnePlus 6 and OnePlus 5 T have no phone design on the bottom of their lids, which makes us doubt the authenticity of the packaging in the pictures. In addition, this alleged “OnePlus 6T” lid appears to display a mottled white color scheme, whereas almost all OnePlus phones have a pure white lid since OnePlus 3.
The mottled colors may be a light trick or a compression object, but it certainly looks peculiar.The Promotions MixIn order to market its products, OnePlus makes use of the methodology of Lean Startup which is Build, Measure and Learn. Unlike its other competitors who make use of the traditional strategies of advertising its products, OnePlus decided to cut its advertising costs to make its products available to its customers at a comparatively lower cost. The various promotional mix that are used by OnePlus are:rightcenterPersonal Selling.Invite Strategy – This strategy created a buzz among the customers.
On every launch of its new products, OnePlus would throw a launch party where the employees, associates and various other invitees would come and unbox its product. This resulted in people to people promotions which allowed various other people to engage with its products. Thus, it helped the company to set up its customer base.Word of Mouth- Initially, when OnePlus was all set to launch its very first product OnePlus One, it made use of one of the most common and difficult mode of marketing which is “Word of Mouth” to position its product in the minds of the consumers. In this technology-driven world where data speaks volumes and social media remains the king of advertising but the efforts made by OnePlus to generate its popularity by targeting and re-targeting its product to consumers by user-generated reviews was unmatchable.Public Relations.Screenings of the product in theatres- On the launch of its latest product Oneplus 5, the company had live screenings of this product across theatres in all the metropolitan cities.
It provided offers to its fans to purchase tickets worth Rs. 99 on BookMyShow, to get a chance to participate in the big reveal.Advertising.Television Advertisements- Oneplus revealed the ad of OnePlus 5 during the most expected India Pakistan cricket match.
They spent a huge amount of money in this advertisement but they were certain that they had managed to grab a whole lot of attention to the product.Sales Promotion:Oneplus made a sales promotion to the customers related to the buy-one-get-one offer ,but not exactly but they started sales promotion if people buy oneplus 6T they will get free wireless bullets and also offered the amazon coupons for the customers who buy the 6t will get free voucher worth rupees.Direct Marketing:With the One plus 5 the company started this direct marketing element by sending messages to the customers and short adds on the mobile screen and direct physical mail to the customers about the product. Distribution Strategy To market its products, OnePlus makes use of the methodology of Lean Startup which is Build, Measure and Learn. Unlike its other competitors who make use of the traditional strategies of advertising its products, OnePlus decided to cut its advertising costs to make its products available to its customers at a comparatively lower cost.
The various marketing and distribution strategy used by OnePlus are:Invite Strategy – This strategy created a buzz among the customers. On every launch of its new products, OnePlus would throw a launch party where the employees, associates and various other invitees would come and unbox its product. This resulted in people to people promotions which allowed various other people to engage with its products. Thus, it helped the company to set up its customer base.
“Collaborated with Amazon”, Air Asia and Ola- In its initial stages, OnePlus only sold its products online through Amazon India via flash sales. With “Amazon”, “OnePlus” was able to sell 20000 cellphones in a very short span of time. This mode of marketing also created a sense of buzz among consumers. It also helped OnePlus in producing an optimum quantity of the product to match the demand which was created in the market. Furthermore, they developed the strategy of providing phones on request for the sake of experience to Air Asia and Ola customers. On the launch of OnePlus , they strategized a campaign which enabled the customers to buy a OnePlus smartphone via the “Ola App” and they had the product delivered within 15 minutes.One plus has also decided to expand their offline stores in around ten cities by the end of this year.”We are not going through a traditional offline channel.
We will be opening our own stores and focusing on providing experience which should help us increase awareness in those cities,” Vikas Agarwal, General Manager of One Plus said.One Plus debuted its first “experience store” in India in Bengaluru last year and focusses on further expansion into metro cities like Delhi, Mumbai, Chennai and other major cities by the end of this year,They had one more target to complete. They wanted to increase their presence at e-retailer Croma stores.”We recently partnered with Croma and are present in over 20 Croma stores. This year, we are going to expand our presence in the entire 100 stores that Croma has across different cities,” the company executive said.
Along with these, One Plus is also planning to set up its exclusive offline service center network in the country.”We currently have 10 service centers operational and are planning to open more this year”. Company executive said.REFERENCES:https://oneplusblogone.wordpress.com/category/about/marketing-mix/https://www.socialsamosa.com/2018/08/oneplus-marketing-strategy/https://www.marketingweek.com/2016/03/02/how-oneplus-is-taking-on-the-mobile-giants/https://www.oneplus.in/brand?from=head