A Case Study on the Marketing Mix of Oppo Smartphones

This case study examines the marketing mix of Oppo smartphones, a Chinese consumer electronics company. It analyzes the company's product strategy, focusing on its smartphone division targeting young customers with slim designs and selfie features. The study discusses Oppo's pricing strategy, which involves penetration pricing to gain market share, and its distribution strategy, which includes experience stores. Furthermore, the case study explores Oppo's promotion strategy, emphasizing its global brand concept and localized marketing techniques. The report concludes that Oppo has consistently targeted a specific customer base with innovative features at competitive prices and recommends expanding into the computer and laptop segment. Desklib provides this and other solved assignments to aid students in their studies.

Running head: MARKETING MIX
The marketing mix of Oppo smartphones
by Name of the Student
Student ID
EAP 2
Lily Kwon
English Language School in Sydney
27th September 2018

1MARKETING MIX
Table of Contents
1. Abstract....................................................................................................................................2
2. Introduction..............................................................................................................................3
3. Method......................................................................................................................................3
4. Case study of Oppo..................................................................................................................3
4.1. Product..................................................................................................................................3
4.2. Price......................................................................................................................................4
4.3. Place......................................................................................................................................4
4.4. Promotion.............................................................................................................................5
5. Conclusion................................................................................................................................5
6. Recommendations....................................................................................................................5
References........................................................................................................................................6

2MARKETING MIX
1. Abstract
Marketing is considered to be a critical aspect of the organization, which goes a long way
in ensuring that throughout the production process till the post-sale service, the product is
designed as per the need of the different consumers. The primary aim of the report is to
understand the concept of the Marketing strategy of an organization and how it can be used in
order to gain a competitive advantage for the firm at large. The report makes use of the example
of the Oppo smartphone and electronics firm based in China in order to understand the use of the
marketing mix in a marketing strategy and how this strategy can be used for the benefit of the
firm in the long run.
The method of this study is based on a secondary research method whereby the
information about the brand will be taken from various sources like company website and media
reports. The findings of the study indicated that the company has been following a successfully
consistent strategy which has assisted the firm in being able to create a niche market for itself.
However, the report provides a recommendation for the firm which states that the brand can
increase its product line in order to increase the market share and brand popularity.

3MARKETING MIX
2. Introduction
The main purpose of the report is to examine and analyze the marketing mix of the brand
Oppo Electronics Company, the Chinese company who is involved in the production of the Oppo
smartphones (Annualreports.com 2018). The firm is a consumer electronics organization who is
largely involved in the mobile communications, primarily the smartphones and with a
considerable market share in other electronic devices as well. The firm has its headquarters in
Dongguan, China and the founder is Tony Chen. The company was found in the year 2004
(Pavlou & Stewart 2015). The report aims to look into the company`s marketing strategy which
has gone a long way in ensuring the success of the firm and ensured them a considerable market
share. The marketing mix shall analyze the product, price, place and promotion.
3. Method
The method which is used for the report is based on secondary research. In order to
examine the marketing mix of the Oppo firm will be examined using various annual reports,
journal articles, books and the company website. Moreover, various media reports and other
press releases shall also be used.
4. Case study of Oppo
This section of the report will be analyzing the marketing mix of the Oppo smartphones.
4.1. Product
The product can be described as the physical offering which is made by the organization.
Oppo has built a strong reputation of the product it offers and offers a large variety of
smartphones, headphones, bleu ray players and the amplifiers as a part of its portfolio
(Ecoomictimes.indiatimes.com. 2018). The smart phone division of the product targets the young

4MARKETING MIX
customers with its slim design and suitable features like cameras and dual selfies. Moreover,
Oppo has taken various measures to differentiate the products by communicating itself as a selfie
expert which is the latest trend in the market (Oppostore.com 2018). The reason why the
products have been popular have been due to extensive product research. The other product
portfolios have been marketing under the firms Digital division.
4.2. Price
The company uses various pricing strategies in order to ensure that it is able to serve the
lower segment of the consumers as well as the higher (Techcrunch.com. 2018). However, in lieu
of a competitor strategy, the firm has kept the price of its products comparatively lower than
competitors like LG, Apple and Samsung (Oppo.com. 2018). Hence, the pricing strategy of
Oppo can be stated to be one of the penetration pricing strategy to gain a larger market
(Sulaiman & Syahrivar 2018). In North America, the Oppo company has targeted its headphones
to the higher segment of the market priced at $399. For the developing countries the pricing
range is quite low (Oppodigital.com. 2018). Hence, the smart phone division targets the lower
segment while the Digital serves the higher segment of the market.
4.3. Place
At present the Oppo smartphones brand has its presence in a large number of countries
like the South Asian counties named Myanmar, Malaysia, Philippines Thailand, India and
Indonesia with the product features slightly altered with respect to the needs of the regions
(Ndtv.com. 2018). With respect to its distribution strategy, the firm does not rely on traditional
retail stores to sell to the customers but has an experience store regime in different locations
whereby the customers can get an experience of the product and look out for the charging, Wifi,
software upgrade and other strategies (Huang & Sarigöllü 2014). The firm also sells its goods to

5MARKETING MIX
various countries like USA, Canada and Mexico as well through its e-commerce and online
stores.
4.4. Promotion
The promotion motto which has been adopted by Oppo is largely based
on the global brand concept whereby the company considers its public
relations strategy and uses a geo localized strategy in order to promote its
products in the global market whereby it makes use of various local brand
promotion techniques and local talents for its endorsements (Malhotra &
Peterson 2014). For instance, in India the brand sponsors the Indian national
team and is also an official partner of the Spanish football team in Barcelona
(Foxall 2014). The marketing communication which are used by the brand are
varied in nature as well. However, a point to be noted is that the brand does
not rely on an aggressive marketing strategy and targets a niche segment of
customers.
5. Conclusion
Therefore, from the given analysis, it can be stated that Oppo Corporations has followed
a consistent strategy throughout its inception. A commendable point can be made here which
states that Oppo has been a brand which targets a particular customer base and ensures that its
products have the latest features but at a considerable cost as compared to its competitors. The
report identified the marketing mix of Oppo which helped in the analysis of its Marketing
strategy.

6MARKETING MIX
6. Recommendations
After the analysis, it can be recommended to Oppo that as it has attained a considerable
success in the smartphone and other related strategies, the organization can try and utilize its
resources in order to reach out in the computer and laptop segment as well and create a niche
market for itself.
References
Annualreports.com., 2018. Annual Reports Oppo [online] Available at:
http://www.annualreports.com/Click/2865 (Accessed on 28 Sept. 2018).
Ecoomictimes.indiatimes.com., 2018. Oppo India Sales. [Online]. Available at:
https://economictimes.indiatimes.com/tech/hardware/oppos-india-sales-jump-over-750-
per-cent-in-fy17/articleshow/61908156.cms(Accessed on 28 Sept. 2018).
Foxall, G., 2014. Strategic Marketing Management (RLE Marketing). Routledge.
Huang, R. & Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand equity,
and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-132).
Springer, New York, NY.
Malhotra, N.K. & Peterson, M., 2014. Basic marketing research. Pearson.
Ndtv.com., 2018. Oppo phones. [Online] Available at: https://gadgets.ndtv.com/mobiles/oppo-
phones (Accessed on 28 Sept. 2018).
Oppo.com., 2018. Global [online] Available at: https://www.oppo.com/in/global/ (Accessed on
28 Sept. 2018).

7MARKETING MIX
Oppodigital.com., 2018. Oppo Digital. [Online] Available at: https://www.oppodigital.com/
(Accessed on 28 Sept. 2018).
Oppostore.com., 2018. Global [online] Available at: http://www.oppostore.com.my/ (Accessed
on 28 Sept. 2018).
Pavlou, P.A. & Stewart, D.W., 2015. Interactive advertising: A new conceptual framework
towards integrating elements of the marketing mix. In New Meanings for Marketing in a
New Millennium (pp. 218-222). Springer, Cham.
Sulaiman, J. & Syahrivar, J., 2018. The Influence of Marketing Mix 4A and Ethical
Consciousness towards Ethical Consumption.
Techcrunch.com., 2018. Oppo topped China`s smartphone market in 2016. [Online]. Available
at: https://techcrunch.com/2017/02/05/oppo-topped-chinas-smartphone-market-in-2016/
(Accessed on 28 Sept. 2018).