Beruflich Dokumente
Kultur Dokumente
ON
MARKETING CO-ORTINATOR
VINOD SOLANKI
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DECLARATION
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I hereby declare that the project entitled Marketing Strategies of Oppo mobile is
my original research work conducted under the supervision of VIDYA NAKHATE
( faculty- simmc) Mr.Teklal Sharma marketing coordinator at Oppo mobile
India PVT. LTD.
ACKNOWLEDGEMENT
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This project has been an honest and dedicated attempt to make the analysis on
marketing material as authentic as it could. And I earnestly hope that it provides
useful and workable information and knowledge to any person reading it.
During this period, I had the pleasure of working closely with accomplished
organization people who shared with me their experience and helped me in
completion of my research.
Vinod solanki
CONTENTS
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Chapter II 7-8
Introduction
Chapter II 9-28
Company Profile
Innovation
Recent Achievements
Products profile
Questionnaire/Annexure 46-48
Bibliography 49
EXECUTIVE SUMMARY
I did my summer internship training at oppo mobile India Pvt Ltd., pune in
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Marketing research to know the marketing strategies of oppo mobile india
Pvt.Ltd. under the guidance of Mr. Teklal Sharma (marketing coordinator at
oppo mobile india Pvt Ltd) my project guide gave me a project that involves a
survey of mobile market at the dealer of pune region.
The duration of my project was 60 days. During the 60 days I traveled
extensively to try & cover maximum dealers of market of pune.
The main objective of the survey was to know the position of oppo mobile in
market and present scenario of mobile in the market. I have organized an event
for customer awareness and done the auditting in shops and helped dealer to
open new shop for increase in sales.
Introduction :
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Consumer awareness
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by sale, concession, free gifts, attractive packing etc due to which people
can use their income in a right way and can save money.
5. Knowledge regarding solution of problems :
The consumers are cheated due to illiteracy, innocence and lack of
information. Therefore it becomes necessary that the information about
their rights should be provided to them so that they cannot be cheated by
producers and sellers. Through consumer awareness they are also made
known to the proceedings of laws so that they can solve their problems.
6. Construction of healthy society :
Every member of the society is a consumer. So, if the consumer is aware
and rationale, then complete society becomes healthy and alert towards
their rights.
Company Profile :
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.
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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
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2008
OPPO Enters Mobile Phone Market
Smartphone
2011
First Smartphone: Find Me
2012
Finder, Find 3
2013
Find 5, N1, Color OS
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2014
R1, Find 7, N1mini
Full Transition to 4G
2014
N3, R5
Still Pushing Forward
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,
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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, OPPOs 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.
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development, releasing firmware updates as well as expanding its reach and
service across the globe.
OPPO is continually striving to impress and capture young hearts with elegant
trendsetting design, excellent user experience, customer-centered product
development, quality service, and most importantly an attitude of the relentless
pursuit for perfection.
A key part of OPPOs strategy is to establish long term alliances with the most
influential and wide reaching international partners, such as Qualcomm to
ensure that OPPO has the latest and best hardware available.
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Oppo Finder worlds slimmest phone just 6.65 mm
Oppo find5 world first Smartphone with a 1080p IPS screen and
a staggerina 441
OPPO N1
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Camera:
Worlds first rotating camera
with flash light o-touch panel,
worlds first Smartphone with
rear touch back panel o-click, a
Bluetooth remote camera
trigger and a device locator
OPPO FIND 7
Remarkable 5.5quad HD screen
Worlds first Smartphone that
can take 50 megapixel photos
Vooc rapid charge:
The worlds fastest and safest
mobile device charging
technology
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Live Weather
Gesture panel
Off-screen gesture
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Awards and Achievements
IF design Award
The world biggest-
2014,knows as the designer
selling gadget magazine
oscar
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Camera and a 5.9-inch full-HD finder is so thin . its thinner
Display ,the oppo N1 is clearly than the iphone5
One of the most innovative
Smartphones released this year
Color OS Features :-
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Call recorder gloves mode
Product profile
Product Features:
Dual Sim, 3G, Wi-Fi
Dual Core, 1.3 GHz Processor
1 GB RAM, 4 GB inbuilt
1700 mAH Battery
4 inches, 480 x 800 px display
3.15 MP Camera with flash
Memory Card Supported, upto 32 GB
Android, v4.4
Price 6990
OPPO Neo 3
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Product Features:
Dual Sim, 3G, Wi-Fi
Dual Core, 1.3 GHz Processor
1 GB RAM, 4 GB inbuilt
1900 mAH Battery
4.5 inches, 854 x 480 px display
5 MP Camera with flash
Memory Card Supported, upto 32 GB
Android, v4.2.
Product Features:
Dual Sim, 3G, Wi-Fi
Quad Core, 1.3 GHz Processor
1 GB RAM, 8 GB inbuilt
2000 mAH Battery
4.5 inches, 480 x 854 px display
8 MP Camera with flash
Memory Card Supported, upto 32 GB
OPPO Yoyo
Product Features:
Dual Sim, 3G, Wi-Fi
Quad Core, 1.3 GHz Processor
1 GB RAM, 4 GB inbuilt
1900 mAH Battery
4.7 inches, 960 x 540 px display
5 MP Camera with flash
Memory Card Supported, upto 32
GB
Android, v4.2
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Price 10990
Product Features:
Dual Sim, 3G, Wi-Fi
Quad Core, 1.3 GHz Processor
1 GB RAM, 4 GB inbuilt
2000 mAH Battery
4.7 inches display
8 MP Camera with flash
Memory Card Supported, upto 32 GB
Android, v4.2
Price 14990
Oppo Mirror 3
Product Features:
Dual Sim, 3G, Wi-Fi
Quad Core, 1.2 GHz Processor
1 GB RAM, 8 GB inbuilt
2000 mAH Battery
4.7 inches, 720 x 1280 px display
8 MP Camera with flash
Memory Card Supported, upto 128
GB
Android, v4.4
Price 16990
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OPPO R1829
Product Features:
Dual Sim, 3G, Wi-Fi
Quad Core, 1.3 GHz Processor
1 GB RAM, 16 GB inbuilt
2410 mAH Battery
5 inches, 720 x 1280 px display
8 MP Camera with flash
Memory Card Not Supported
Android, v4.2.1
Oppo N1 Mini
Product Features:
3G, Wi-Fi
Quad Core, 1.6 GHz Processor
2 GB RAM
2140 mAH Battery
5 inches, 1280 x 720 px display
13 MP Camera
Memory Card Not Supported
Android, v4.3
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Oppo Find 7a
Product Features:
3G, Wi-Fi
Quad Core, 2.3 GHz Processor
2 GB RAM, 16 GB inbuilt
2800 mAH Battery
5.5 inches, 1920 x 1080 px display
13 MP Camera with flash
Memory Card Supported, upto 128 GB
Android, v4.3
Oppo R5
Product Features:
3G, Wi-Fi
Quad Core, 1.5 GHz Processor
2 GB RAM, 16 GB inbuilt
2000 mAH Battery
5.2 inches, 1080 x 1920 px display
13 MP Camera with flash
Memory Card Not Supported
Android, v4.4.4
Oppo Find 7
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Product Features:
3G, Wi-Fi
Quad Core, 2.5 GHz Processor
3 GB RAM, 32 GB inbuilt
3000 mAH Battery
5.5 inches, 2560 x 1440 px display
13 MP Camera with flash
Memory Card Supported, upto 128 GB
Android, v4.3
OPPO N1
Product Features:
3G, Wi-Fi, NFC
Quad Core, 1.7 GHz Processor
2 GB RAM, 16 GB inbuilt
3610 mAH Battery
5.9 inches, 1080 x 1920 px display
13 MP Camera with flash
Memory Card Not Supported
Android, v4.2
Oppo N3
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Product Features:
1. Dual Sim, 3G, Wi-Fi, NFC
2. Quad Core, 2.3 GHz Processor
3. 2 GB RAM, 32 GB inbuilt
4. 3000 mAH Battery
5.5 inches, 1080 x 1920 px display
16 MP Camera with flash
Memory Card Supported, upto 128 GB
Android, v4.4.4
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OBJECTIVES
Objective of the Study:
Study on Consumer Awareness and Sales of Oppo Smartphone
Event Management
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Auditing
I have done Price auditand Stock audit in the market (Pune city and
PCMC market) I had learnt the technique and the process of auditing and
also the
importance of auditing.
I was asked to do price auditing in the allotted shops. The main agenda of price
auditing is to check which shop breaks the company MOP policy. If any shop
breaks companys MOP policy then they are fined. If the shop sells the mobile
below the range then company fine that shop of Rs. 20000. As well as they stop
producing bill of that shop and take away all the stock of that company.
In this part where the oppo smartphone not present in any shop my work is that
to convert the shop owner for keep our product. I was converted 8shops in Pune
during my SIP.
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Sales
I had learnt the sales process, consumer buying behavior and understanding
customers need. In Oppo the selling part basically depends on the company
promoters. Company also focuses on selling part like through the event in
which Company gives some offers.
The selling which could not be done by the promoters in some shops the
retailers themselves promoted the product as they were provided with schemes
and incentives.
The retailers who didnt had any promoters were given schemes such as if they
could sell 25 cellphones of the company they became eligible to a get a
company promoter for their shop.
In the events if the number of customers were increased to a level that could not
be entertained by the promoter then the company executive also helped the
promoter in the selling of the product. He only attempt one or two customer at
the time, company people also attempt the customer and tell him or her all the
features of Oppo smart phone and generates sale for the company.
Company also provide the skims to the retailers or Osr (promoters) to make
more sale.
The company has different incentive offers for both retailers and company sales
person. I have to do institutional sales for Oppo mobile. My task was-
1. I have to go to shops to check the stocks, if the stocks are not there I have
to take order and push the products.
2. I have to look after that the shop is breaking MOP policy or not.
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3. The company was providing incentives for institutional sales, if the sales
person is selling <10000 rs ph. then he will get 50Rs/phone, 10000Rs-
20000Rs phone then 100Rs/ phone, if 20000Rs-30000Rs phone then
150Rs/phone.
RESEARCH METHODOLOGY
Methods and procedures:
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Every Research work should be conducted through a specific and predetermined
methodology to explore an effective research outcome. The nature of the study
is a qualitative research. It has been conducted with a methodology and the
laments of methodology are as following:
Primary sources
Secondary sources
Primary sources:
Primary data have been collected by direct interviews and conversations with
the Smartphone users in the Pune sales region of OPPO INDIA Co. Ltd.
Secondary sources:
I collected the secondary data from following sources:
OPPO Sales Manual.
Brochure of OPPO.
Sampling:
The method I have used to collect data is random sampling method. For this I
had choose 150 people.
As the desired result of this report was to be able to recommend solutions that
will raise the popularity for OPPO Smartphones as a brand in the local market,
the primary sample population were the competing brands to assess OPPOs
market position regarding certain in-focus products at the moment.The
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secondary population in this instance was representatives of these brand
organizations in the local/regional market. In order to decide which brands are
these key competitors, local retailers and consumers along with local OPPO
supervisors were taken as another set of sample population. This done, the
expertise of company employees and partners were sought to build the overview
of the current market possibilities in lieu of the current situation of the local
telecommunications industry.
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Analysis and Findings
The sample size was of 150 people in Pune (Maharashtra)
Male 60% 90
Female 40% 60
Male Female
40%
60%
Interpretation
From the above table it can be observed that 60% males and 40% females have
been taken in the survey
2. Age?
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10% 7%
17%
30%
Interpretation
From the above table it can be observed that the age respondent which is Less
than 18(7%), 18-22(36%), 22-26(30%), 26-30(17%), More than 30(10%)
3. Occupation
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17%
47%
College Student Busines Man Service Others
20%
17%
Interpretation
From the above table, it can be observed that the occupation of the respondent
are college students (46%), Businessman (17%), Service (20%), others (17%)
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Less Than 1 Year 1-2 Year
2-4 Year Above 4 Year
7% 3%
20%
70%
Interpretation
From the above table it can be observed that the respondents are using mobile
phone. Less than one year (70%), 1-2years (20%), 2-4years (7%), above 4 years
(3%)
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13%
7%
80%
Interpretation
From the table it can be observed that the respondent consider Micromax as a
Economical (80%), Durable(7%), Safe Product(13%)
6. How much time do you spend on your mobile phone on average in a day
(calls only)?
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Less than From 30 From 1 to 2 hours From 2 to 3 More than 3
30 minutes to 1 hours hours
minutes hour
Calling function is the main basic function of the mobile phone. From the above
chart it shows that maximum no. of respondents spend 1 to 2 hours only for
communicating from mobile phone. After that 2 to 3 hours then 30 minutes to 1
hour is heights time to talk over the phone.
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7.Do you use any other features of your mobile phone? If so, how much
time do you spend on this feature?
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8.Which of these is your favorite feature?
From the above chart it again shows that the most popular Smartphone
application is internet browsing and application using and which is 60%, after
that gaming is 20%, camera is 13% and text messaging is 7%
Yes No
From the figure it is very clear that most of the respondents are facing battery
charging backup problem. From the respondents 80% of the respondents agreed
that they are facing battery charging backup problem.
Yes No
80% 20%
120 30
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10.Do you think Chinese brand mobile can compare with other brands?
Yes No May be
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Data interpretation:
Once the data were collected, regarding the interviews, my supervisor at
OPPO Pune Communication Equipment Co. Ltd. was consulted to review
which materials were relevant to the study and what actual analysis can be
derived from the gathered information. Tallying methods was used mostly in
order to process the data gathered through the questionnaire surveys. The
tallies were then converted to percentage-wise statistics, whereby a finalized
analysis of the survey data put together.
Observation and findings:
From my observation and practical survey on the branding strategy of OPPO
Pune,I come up with some findings and some key challenges, which are
given below:
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Conclusion:
Excellent product quality: This refers to the product ability to satisfy
consumers or customers need, both functionally and emotionally. This is the
most important factor if a brand is to be a winning brand. Users are getting
smarter in their choice and will not make purchase decision if they dont trust in
the quality of the product presented to them.
Comprehensive and thorough communication: Hitting the right
communication channel and effectively delivering the message to potential
buyers contributes to the success of a brand. Even for a good product, if no one
knows about it, talks about it or discuss about it, then the chance of failure for
that product is really high. Considering the case of iPhone for example although
there has been a lot of negative feedback about the product recently, however,
every time a new version of iPhone is launched, the world holds it breath and
eagerly waits to see the great invention of Apple. This is achieving through
mastery in communication. Despite that, the product must be strong, reliable
and good all by itself in order for consumers to test out and trust what being said
in the communication channel.
With that being said, to be on top, OPPO must perform two critical tasks: design
a great product and build up a communication plan for it. Design of the product
would come straight from the need or expectation of the market. Consumers no
longer want to buy what marketers sell to them; instead they want to buy things
to solve their need. Therefore OPPO must base on the need in the market to
come up with an idea or solution those consumers or customers would buy.
Next would be to build up a strategy, marketing strategy, communication
strategy, and so on. At the heart of all those activities is the brand positioning.
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Limitation of the report:
In every study there have some limitations and in my report there are some
limitations. I did customers and visitors survey for my internship report, but I
also need to take a survey from the channel partner of OPPO. Some
information gaps and limitation which is given below:
In my report I cant discuss some organizational data and information for
organizational policy.
It was hard to find out branding strategy used by OPPO India
Co. Ltd. because they are not sharing information much and some
information I have to find my practical observation.
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Suggestion
In order to make recommendation about developing brand strategy for OPPO
India Co. Ltd. toward the business community, the first thing must be done is
to identify problems that OPPO brand is currently facing. Base on the
analysis and survey valuable information and insights are extracted to point
out weaknesses in the way OPPO manages its brand.
Using the CBBE model as a guideline for analysis, weaknesses in each brand
building block are brought out for discussion in order to suggest solutions
which is addressed below-
Brand salience: From the findings it can be seen that business has very
shallow understanding about OPPO brand. Most of them only know about
some general information such as OPPO is giant Chinese brand making high
tech Smartphones. The reason for such low level of awareness in other
functions is the lack of communication. OPPO does not have any formal
channels to communicate with the consumer community other than its
website. In addition to that, most marketing budget is used to spend on
branding.
Brand performance: OPPO brand performance is made up by the quality of
its Smartphones and its innovative features and functions. For the functions,
although OPPO has some valuable achievement already likes VOOC rapid
charge, still they are not widely recognized by the consumer community
which is a huge waste for opportunities to make good impression and build
up the brand reputation for comprehensive performance at all fronts.
Brand image: General comments about OPPO brand image as a
Smartphone is good. However, due to some negative impression about
Chinese branded Smartphones, OPPO is still far away from developing its
image as a reliable brand. Moreover, business perception about OPPO is that
it is just a Chinese branded Smartphone. As for that, the consumer has bad
perception about OPPO ever since which largely affects the brand image and
the products, to build up relationship with the consumers and it would be
challenging for OPPO to apply for the company.
Brand judgment: Since the brand reputation is built up by the perception
about quality of OPPO Smartphone, OPPO mainly focus on those two
things. The main problem is that consumer is getting more option to choose
their brand. Therefore their judgments are mostly related about the product
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quality, product performance which can be linked directly to consumers
mind satisfaction. Since the organization not only responsible for this, but
also the performance of the product, OPPO has not done a good job in
building a strong and appropriate communication channel for its products,
which largely affects the total OPPO brand reputation.
Brand feeling: As mentioned above, if the product quality is not satisfactory
and the product will not go with the image of the consumer then their feeling
toward OPPO is that this is not the right product to choose and also not a
safe place to set up a long term relationship. However, if OPPO able to fix
that through designing andintegrating market research and consulting with
end users about the market trend then a huge competitive advantage would
be made which could set OPPO above all others.
Brand resonance: In short, OPPO India Co. Ltd. is having some problems
with its brand in term of product performance and effective communication.
First of all the high tech Smartphones performance is better but the low
range product performance is not satisfactory thats why OPPO must have to
be careful about this and next the lack of communication makes OPPO less
known to consumer, especially in term of other functions and features that it
provides. In addition to that, the confusing brand name and lack of clear
point of differentiation hinder OPPOs ability to make its brand stand out of
the crowd. Lastly, without an effective communication channel, OPPO has
not been able to project its image as a branded Smartphone.
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QUSENTIONNAIRE
Study of mobile market for oppo Informatics with special reference
to pune
NAME: ______________________
1. Gender
Male
Female
2. Your Age
Less than 18
18-22
22-26
26-30
More than 30
3. Occupation
College
Business
Service
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4. How long do you use your mobile phone?
1-2 Year
2-4 Year
Economical
Safe Product
Durable
6. How much time do you spend on your mobile phone on average in a day
(calls only)?
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7. Do you use any other features of your mobile phone? If so, how much time
do you spend on this feature?
Camera
Internet browsing
Gaming
Text messaging
Other utilities
10. Do you think Chinese brand mobile can compare with other brands
Yes
No
May be
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References
http://www.assignmentpoint.com/business/internship-report-on-marketing-
strategies-of-berger-paints-bangladesh-limited.html
3. Dec 25, 2012, [online] Available at:
http://global.oppo.com/about/
4. Keller, D. P., 2008. Pearson education, Inc and Dorling Kindersley
publishing, Inc.
5. 15/12/2003, [online] Available at:
http://csc.hcmiu.edu.vn:8080/dspace/bitstream/handle/123456789/1015/0220
01074%20-%20Phuc,%20Tran%20Nguyen.pdf?sequence=1
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