KEL981 | Marketing Management Of OnePlus

Added on - Mar 2020

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MARKETING MANAGEMENTNAME-STUDENT NUMBER -NAME OF UNIT CHAIR -UNIT NAME -UNIT CODE -DATE OF SUBMISSION -1
EXECUTIVE SUMMARYThis case study is premised on the philosophy of marketing management practiced byOnePlus, a Chinese smartphone manufacturer founded in Shenzhen byPete Lau and Carl Peiin December 2013. The paper has traced the factors that helped the company to embracesuccess and global acclaim in the early days. The factors incorporate a brilliant combinationof conventional promotional strategies along with unorthodox techniques such as giveawaysand contests. Adding to these factors, the focus on customer engagement and theorganisational philosophy of “Never Settle” has enabled the company to stay in competitionwith major players such as Apple, Google and Samsung. Major customer segments ofOnePlus include tech enthusiasts, design enthusiasts, business professionals, baby boomersand social teenagers. Out of these five segments, the company focuses on first three customersegments, namely tech enthusiasts, design enthusiasts and business professionals have fuelledthe company to manufacture their products with a balanced combination of design andperformance. Furthermore, the case study has also analysed marketing mix (4Ps) and 5Cs ofOnePlus to formulate recommendations that can help the organisation to stay grounded whilegrowing and evolving. Major recommendations include enhancing customer engagement andinvest in R&D section. Apart from that, OnePlus is also suggested to expand their customersupport operations and setup additional support bases other than China. theserecommendations can make OnePlus retain their signature brand image in the intensivecompetitive market and stand out in the crowd of numerous smartphone manufacturers.2
Table of ContentsIntroduction................................................................................................................................4Factors contributing to the early success of OnePlus.................................................................4Analysing the customer segments and personas........................................................................9Recommending the approach towards positioning and value proposition...............................13Evaluating the marketing mix (4Ps).........................................................................................14Conclusion................................................................................................................................17Reference list............................................................................................................................183
IntroductionSmartphone market has experienced a colossal rise in the last decade, owing to rapiddevelopment of mobile technology. As a result, the global Smartphone market, which wasearlier dominated by big players such as Samsung, Nokia, HTC and Apple, has seen entryand growth of several other Smartphone manufacturers, OnePlus being one of them. With thedecline of reputed brand name such as HTC and Nokia, Smartphone manufacturers from theeastern world, especially Chinese, have came forward to fill the void. BBK Electronics(parent company of OnePlus, Oppo Electronics and Vivo) and Xiaomi Inc. are two importantnames in this regard that has revolutionised the Smartphone market with their budget smartphones, unique marketing strategy and revolutionary customer-engagement programs.In this context, present paper aims to provide a case study on the marketing strategy ofOnePlus, a Shenzhen based Smartphone manufacturer. For this purpose, following sectionswill discuss and analyse the factors in their marketing strategy that have enabled the companyto scale the heights of success in a mere span of three years.Figure 1: Logo of OnePlus(Source:Oneplusstore.net, 2017)Factors contributing to the early success of OnePlusFuelled by the bold conviction of making a better Smartphone, Pete Lau and Carl Pei foundedOnePlus in the December of 2013 in Shenzhen (Oneplusstore.net, 2017). The foundersfounded this company not just for making better phones, but also to build such an techorganisation that would collaboratively work with users to produce something innovating andmeaningful.4
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