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A Dissertation Report on

“Marketing Strategies of OPPO Mobiles India Pvt Ltd and its


Consumer Awareness”

Submitted to
“Savitribai Phule Pune University”
In Partial Fulfillment of Requirement for the Award of
MBA (MARKETING)

By
“Hamza Mohammed Rampur”

Under the Guidance of


“Prof. Sarang Dani”

SINHGAD INSTITUTE OF BUSINESS ADMINISTRATION &


RESEARCH
2016-2018
Certificate from SIBAR
This is to certify that the Project Report titled “Marketing Strategies of OPPO India Pvt
Ltd and its Consumer Awareness” which is being submitted herewith for the award of
MBA (Marketing), Pune is the result of the original research work completed by Hamza
Mohammed Rampur under my supervision and guidance and to the best of my
knowledge and belief the work embodied in this Project Report has not formed earlier the
basis for the award of any degree or similar title of this or any other University or
examining body.

Prof. Sarang Dani Dr. Avadhoot Pol


(Project Guide) (Director)

Place: Pune
Date:
2016-18

Sinhgad Institute of Business Administration and Research, Kondhwa


(Bk.), Pune

Institution Approval Letter

MBA Dissertation Report


Mr. Hamza Mohammed Rampur of Batch 2016-2018 is granted permission by the
Institute to do the MBA Dissertation titled “Marketing Strategies of OPPO Mobiles
India Pvt Ltd and its Consumer Awareness".

Prof. Sarang Dani Dr. Avadhoot Pol


Project Guide Director

Place: Pune

Date:
DECLARATION
I, Hamza Mohammed Rampur, hereby declare that the Project Report titled
“Marketing Strategies of OPPO Mobiles India Pvt Ltd and its Consumer
Awareness” written and submitted by me to Savitribai Phule Pune University in partial
fulfillment of the requirement for the award of Master of Business Administration is my
original work and the conclusions drawn therein are based on the material collected by
myself.

Place: Pune Signature of the student


Date: Hamza Mohammed Rampur
ACKNOWLEDGEMENT
The report has solely been prepared by me with the purpose of fulfilling the requirements
of the course of MBA (Marketing). There are innumerous helping hands behind it who
have guided me on my way.
It is really a matter of pleasure for me to get an opportunity to thank all the persons who
contributed directly or indirectly for the successful completion of the project report. They
provided me with their assistance & support whenever needed, which has been
instrumental in completion of this project. I am thankful to them for their support and
encouragement throughout the tenure of the project.
I would like to express my gratitude to the Savitribai Phule Pune University & Sinhgad
Institute of Business Administration and Research for giving me the opportunity to work
for this internship project.
I express my sincere thanks to Prof. Sarang Dani (Project Guide) for his guidance,
constructive criticism and direction that helped during the tenure of my project.
Finally, I would to thank my director Dr. Avadhoot Pol and my entire faculty members for
their piece of advice during the preparation of my project report.
TABLE OF CONTENTS
S.NO CONTENT PAGE
NO
1 INTRODUCTION 1-15

1.1 Indian Telecomm Industry 2


1.2 Company Profile: OPPO 3-7
1.3 Awards and Achievements of OPPO 7
1.4 Marketing Mix of OPPO Mobiles India Pvt Ltd 8-9
1.5 Marketing Strategies of OPPO India Pvt Ltd 9-11
1.6 Research Study 12-14
1.10 Limitations of the Research 15
2 CONCEPTUAL BACKGROUND 16-19

3 DATA PRESENTATION, ANALYSIS & INTERPRETATION 20-34

4 FINDINGS, CONCLUSIONS & LEARNINGS 35-38

5 BIBLIOGRAPHY 39

6 QUESTIONNAIRE 40-43
LIST OF TABLES & FIGURES
S.NO DESCRIPTION PAGE
NO
1 Company Timeline 4

2 OPPO Global Business 6

3 Market Share of OPPO in relation to its competitors at the 9


entry stage (2014)
4 Impact of OPPO Marketing Strategies 11

5 Data Presentation, Analysis & Interpretation 21-34


EXECUTIVE SUMMARY
The dissertation is an integral part of an MBA curriculum. This gave me an opportunity
to study various marketing aspects of Oppo Mobiles India Private Limited. This company
designs, manufactures, and distributes mobile phones. The Company offers mobile
devices, earphones, and accessories. Oppo Mobiles India markets its products worldwide.

Here in this research study, the main objectives were to study the effectiveness of the
marketing strategies of OPPO Mobiles India Pvt Ltd and its consumer awareness.
Further, to analyse and understand the brand preferences of the smartphone users in Pune.
This Project is a comprehensive study of OPPO Mobiles India Pvt Ltd and its marketing
strategies. It talks about studying of how OPPO entered and penetrated Indian
smartphone market and became one of the major player in the market.
The main objective of the survey was to know the position of OPPO smartphones in the
market and present scenario of the smartphones in the market. Information was collected
from both primary sources and secondary sources thru interviews, questionnaire,
schedules etc. in the crowded places like mall, food courts etc.
This comprehensive study throws light on the marketing mix employed by OPPO
Mobiles India Pvt Ltd in accordance with the dynamic and competitive market which is
never constant and ever changing. . From the information collected, various aspects were
identified where the company needs to focus more to improve the efficiency of
satisfying the customers.

The research was conducted through collection of both primary data and secondary data.
Primary data was collected thru questionnaires, schedules and interviews. Secondary
data was collected through visiting company’s website and other reliable sources. On the
basis of the data gathered and analyzed, meaningful interpretations were drawn for the
findings and conclusions.
CHAPTER I
INTRODUCTION

1
1.1. Indian Telecomm Industry
India is currently the world’s second-largest telecommunications market with a
subscriber base of 1.05 billion and has registered strong growth in the past decade and
half. The Indian mobile economy is growing rapidly and will contribute substantially to
India’s Gross Domestic Product (GDP), according to report prepared by GSM
Association (GSMA) in collaboration with the Boston Consulting Group (BCG). The
country is the fourth largest app economy in the world.

The mobile industry is expected to create a total economic value of Rs 14 trillion (US$
217.37 billion) by the year 2020. It would generate around 3 million direct job
opportunities and 2 million indirect jobs during this period, India has become the second
largest smartphone market in the world as shipments increased 23 per cent year-on-year
in Q3 2017, to reach more than 40 million units.
The Indian telecom sector is expected to generate four million direct and indirect jobs
over the next five years according to estimates by Randstad India. The employment
opportunities are expected to be created due to combination of government’s efforts to
increase penetration in rural areas and the rapid increase in smartphone sales and rising
internet usage.

Market Size
The mobile industry is expected to create a total economic value of Rs 14 trillion (US$
217.37 billion) by the year 2020. It would generate around 3 million direct job
opportunities and 2 million indirect jobs during this period, India has become the second
largest smartphone market in the world as shipments increased 23 per cent year-on-year
in Q3 2017, to reach more than 40 million units.

Rise in mobile-phone penetration and decline in data costs will add 500 million new
internet users in India over the next five years creating opportunities for new businesses.
The monthly data usage per smartphone in India is expected to increase from 3.9 GB in
2017 to 18 GB by 2023.

Data usage on Indian telecom operators' networks (excluding Reliance Jio), doubled in
six months to 359 petabytes or 3.7 million gigabytes per month as 4G data usage share
increased to 34 per cent by the end of June 2017$. According to a report by leading
research firm Market Research Store, the Indian telecommunication services market will
likely grow by 10.3 per cent year-on-year to reach US$ 103.9 billion by 2020.

2
1.2. COMPANY PROFILE
Company Name OPPO Mobiles India Pvt Ltd

Industry Consumer electronics

Founders Chén Míngyǒng, Tony Chen

CEO Mike Wang

Headquarters Dongguan, Guangdong, China

Parent Company BBK Electronics

Date of Incorporation 23 November, 2013

Activity Home theatre, Audio-Visual, Smartphones etc.

Divisions Myanmar, India, Philippines, Malaysia, Vietnam,


Thailand, Sri Lanka, Pakistan, Bangladesh, Indonesia and
Morocco
Subsidiaries Vivo, One Plus

3
OPPO Mobiles India Pvt Ltd
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 selfie expert and leader, OPPO is ranked as the number 4 smartphone brand globally
since 2016 and is providing excellent selfie experiences to people around the world. For
the last 10 years, OPPO has been focusing on selfie technology breakthroughs. OPPO
innovated selfie beautification and drove the selfie trend in the smartphone industry. In
2017, OPPO introduced A.I. to the front camera and is leading a brand new era of the
selfie. OPPO has entered 31 markets around the world.

Vision
“To establish a healthy and sustainable model of Chinese companies globally.”

Mission
“To allow extraordinary people enjoy perfect technology.”

1.2.1. Company Timeline


Figure 1.1

4
 2008: OPPO enters Mobile Smartphone market.

 2011: First smartphone: Find Me.

 2014: Full Transition to 4G & enters Indian Market with N1 smartphone.

 2014: OPPO Mobiles India to be the Title Sponsors for Champions League T20
2014.
 2015: OPPO N3 Launch with Motorized Rotating Camera.

 2015: OPPO collaborates with FC Barcelona’s their official partner for the mobile
phone category.
 2015: International Cricket Council and OPPO Announce 4-Year Global Partnership
(2016-2019)
 2016: OPPO ropes in Hrithik Roshan and Sonam Kapoor as Brand Ambassadors in
South Asia Region
 2016: OPPO associates with Vodafone for better internet experience

 2016: OPPO Launches Selfie Expert F1 Plus with World Leading 16MP Front
Camera in India
 2017: 2017 OPPO joins hands with Kochi Metro, semi naming right of the metro
station & will have exclusive OPPO logo on the station.
 2017: OPPO launches the F5, a Selfie Expert with Groundbreaking A.I. Beauty
technology

5
1.2.2. OPPO Global Business
Figure 1.2

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 28 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.

1.2.3. 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. OPPO's brand philosophy is summed up in the
phrase “The art of technology”. It conveys our business principles of honesty, integrity and
ethics. OPPO is consistent in its determination to not only do things right, but also to do
the right thing in any given situation.
OPPO is wholeheartedly inspired by its customers. OPPO co-develops products with
customers based on their feedback on both the hardware and software user experience.
OPPO has adopted a strategy of rapid release for smartphone development, releasing
firmware updates as well as expanding its reach and service across the globe.

6
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.

1.2.4. R&D and Manufacturing


With a uniquely independent R&D capacity, OPPO designs, develops, manufactures,
markets and sells its products with full control over the entire supply chain. This ranges
from the factories to the hands of customers and while only using the highest quality
components available. This ensures OPPO can design with the end product in mind and
ensure that only the best possible quality products reach the customers. The company
operates to the highest quality assurance standards from rigorous design reviews through
to scientific solution verification.

A key part of OPPO’s 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.

1.3. Awards and Achievements


 OPPO launches World’s First “5x Dual-Camera Zoom”, the world’s first
periscope-style dual-camera technology at MWC (Mobile World Congress) 2017
 OPPO Honored by IDG (International Data Group) as the Top Global
Smartphone Brand and Top Connected Devices Brand for 2016-2017
 OPPO's Selfie Expert F1 Plus with World Leading 16MP Front Camera in India,
2016
 OPPO announced a new brand revamp – ‘The Selfie expert and leader’ in line
with its achievements in the Indian market. Present in 28 global markets, now
OPPO products and service are enjoyed by over 20 crore young consumers
around the world.
 OPPO has taken the award for “Most Satisfied Customers – Smartphones” at the
Canstar Blue Awards this year beating out Apple, HTC, Samsung etc in 2017.
 OPPO scoops top brand awards at CES 2017 gala.

7
1.4. Marketing Mix of OPPO Mobiles India Pvt Ltd
A) Product Mix of OPPO:
OPPO is one of the leading global names in the mobile-phone industry. It deals in
designing, manufacturing and marketing of smartphones. Its portfolio include:
 Smartphones
 MP3 players
 Blu-ray Players
 Headphones & Amplifiers

B) Price Mix:
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 smartphones by
offering attractive models that bring value to customers and revenues 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.

C) Place Mix:
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, Middle-
East, 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.

D) Promotion Mix:
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 Facebook, Twitter,
Blogs, Instagram and YouTube. Brand realizes the impact of star power and has roped in

8
Indian actors Sonam Kapoor and Hrithik Roshan as brand ambassadors and cricketer
Yuvraj Singh to act in its commercials.
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.

1.5. Marketing Strategies of OPPO India Pvt Ltd

OPPO’s entry into the Indian market


 OPPO entered the Indian market in early 2014 with its flagship device OPPO N1.
 Market share of OPPO Smartphone's was 4% in June 2014.
 OPPO needed a strong marketing strategy to stay in the intense competition.

Figure 1.3

Market Share of OPPO in relation to its competitors at the entry stage (2014)

9
Marketing Strategies employed by OPPO

Celebrity Sponsor Retail Product Digital & Offline

1. Celebrity Marketing
This helps in brand awareness & empowerment thru using the influential power of
celebrities to boost the sales by gaining the trust of consumers and adding credibility
simultaneously.
OPPO endorsed brand ambassadors-Bollywood stars: Hrithik Roshan and Sonam Kapoor
as their face in India in 2014. Currently, the company has pulled off a coup with Deepika
Padukone & Yuvraj Singh as Brand Ambassador.

2. Sponsor Marketing
It is the form of marketing which helps in reaching masses thru sponsoring events,
exhibitions, fairs etc.
OPPO buys Indian Cricket team sponsorship for 4 years (2016-2019) for Rs 1079 crores.
OPPO is also an official sponsor of FC Barcelona team.
OPPO sponsored Colour channel’s Reality TV Show ‘BigBoss 8’.

3. Retail Marketing
There is still low penetration of digital forms of payment and lack of trust on online
shopping especially in case of electronic goods in India.
OPPO believes that such consumers get a certain comfort from the offline experience;
touching the device, talking to the shopkeeper, etc.
OPPO built showrooms and exclusive stores with service centres to provide after sale
services.
OPPO gives its retailers a good margin for branding their shop and recommending Oppo
Smartphone's to their customers.

4. Product Marketing
OPPO's smartphones are designed with female consumers in mind.
OPPO's prices are less among smartphones with similar specifications.
OPPO uses Mid-to-High end Pricing strategy and Product Differentiation to attract
consumers.

10
5. Digital Marketing
Marketing through various digital media platforms such as Twitter, Facebook, Instagram
etc. and advertising on online portals and e-commerce websites.
Sponsored advertisements on search engines.
Advertising through digital media such as TV, Radio, Digital Hoardings etc.

6. Offline Marketing
Highway Hoardings, Vinyl on buses, metros etc.
Print Media such as magazines, newspapers, live promotional shows & exhibitions.

Impact of these Marketing Strategies over the time period


Figure 1.4

OPPO’s share went up to 4% in Jun-14 to 6.1% in June-15 with an increment of 2.1%


market share. But in Jun-16, OPPO leapfrogged to 22.9% of the market share surpassing
the major players in the market like Huawei, Samsung, Xiaomi, Apple and Vivo.

This was made possible due to sharp planning and execution of marketing strategies
deployed by OPPO to penetrate the Indian market.

11
RESEARCH STUDY

12
1.6.1. Research Problem Statement
“Marketing Strategies of OPPO Mobiles India Pvt Ltd and its
Consumer Awareness”
Primary Objectives
 To study the effectiveness of the marketing strategies of OPPO India Pvt Ltd
 To analyse the taste, brand preferences and customer satisfaction level.
 To study consumer awareness of latest OPPO Smartphones.

Secondary Objectives
 To determine whether there is a significant difference between preferences for
features of smart phones on the basis of gender.
 To study the presence of the company in the market.
1.6.2. Research Methodology
Descriptive research design was adopted to describe the data and characteristic about
what is being studied. In descriptive research we have to describe everything in detail like
what is the behavior of customers in buying? What they focus on more while selection
and pricing? And hence we utilize this research method.

1.6.3. Sources of Data


Methods of data collection used for the project was done in two ways:

a) Primary data- The Primary data have been collected by questionnaires, schedules and
conversations with the smartphone users in the Pune region.
b) Secondary data- It is the data which are not originally collected but rather obtained
from published 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 is collected through
following source:
 OPPO Sales Manual.
 The website of OPPO (http://www.oppo.com/in/).
 Brochure of OPPO.
 Different journals and publications related with Smartphone branding strategy.
 Other relative research papers.

13
Sample Size
A sample of 50 respondents (smartphone users) were considered keeping in view the
constraints of time & resources. OPPO supervisors, 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.

Sample method: Random Sampling

Research Instruments: Questionnaire, Surveys, Observation & Interview.

14
LIMITATIONS OF THE RESEARCH
 Only 50 respondents consisting of smartphone users have been interviewed, which
comprises a very small sample considering the mobile market.
 Survey area was confined to limited parts of Pune due to the limitations of time &
cost element.
 Survey was mostly confined to smartphone users, but players like company
representatives, dealers etc. were not taken into consideration.
 Sampling method used was convenience & random so the results may not be
completely accurate.
 Answers of the survey depends upon the belief & perception of the smartphone users
which may differ from the person-person.
 Exaggerated/misleading information could have been given by the respondents to cut
short the interview.
 This study is based on the prevailing customer’s satisfaction. But the customer’s
satisfaction level may change according to time, fashion, technology, development
etc.

15
CHAPTER II
CONCEPTUAL BACKGROUND

16
2.1. Consumer awareness
Consumer awareness, which refers to a buyer's knowledge of a particular product or
company, allows the buyer to get the most from what he buys. Consumers know more
about their choices when they have product information and benefit from knowing their
rights, hearing about alerts and warnings and finding out about safety issues.

2.1.2. Importance of consumer awareness


 To achieve maximum satisfaction
The income of every individual is limited. He wants to buy maximum goods and services
with his income. He gets full satisfaction only by this limited adjustment. Therefore it is
necessary that he should get the goods which are measured appropriately and he should
not be cheated in any way. For this he should be made aware.

 Protection against exploitation


Producers and sellers exploit the consumers in many ways as underweighting, taking
more price than the market price, selling duplicate goods etc. Big companies through
their advertisement also mislead the consumers. Consumer awareness shields them from
the exploitation by producers and sellers.

 Control over consumption of harmful goods


There are several such goods available in market which cause harm to some consumers.
For example we can take goods like cigarette, tobacco, liquor etc. The consumer
education and awareness motivate people not to purchase such goods which are very
harmful for them.

 Motivation for Saving


The awareness controls people from wastage of money and extravagancy and inspire
them to take right decision. Such consumers are not attracted by sale, concession, free
gifts, attractive packing etc due to which people can use their income in a right way and
can save money.

 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.

 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.

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2.2. Digital Marketing
Digital marketing is defined as marketing that makes use of electronic devices
(computers) such as personal computers, smart phones, cell phones, tablets and game
consoles to engage with customers. It applies technologies or platforms such as websites,
e-mail, apps (classic and mobile) and social networks. It revolves around the Internet &
encompasses digital marketing services such as search engine optimization, display
advertising, and email marketing.
2.3. E-tailing (Electronic Retailing)
Electronic retailing is the sale of goods and services through the internet. Electronic
retailing, or e-tailing, can include business-to-business (B2B) and business-to-consumer
(B2C) sales of products and services, through subscriptions to website content, or through
advertising. E-tailing requires businesses to tailor traditional business models to the
rapidly changing face of the internet and its users. It gives shoppers a personal feel for the
look and quality of the offerings without requiring them to be present in a store.
2.4. Vertical Integration Strategy
It is a competitive strategy by which a company takes complete control over one or more
stages in the production or distribution of a product to expand his market & business.
2.5. Personal Selling
It is a paid form of personal advertising where salespeople assist customer in satisfying
their needs though a person-to-person exchange of information with the required product
or service. Personal selling may occur within the environs of the retail store and also
outside the retail store, where orders taken form customer by way of the telephone,
internet, mail or in person.
2.6. Sales Promotion
Sales promotion helps a retailer by way of attracting customer traffic and enables quick
result to be achieved. Depending on the type of promotion carried out, it can help
increase impulse buying, generate excitement and can motivate other channel members.
Some of the effective tools are coupons, contest, trade shows, samples & demonstrations
of the products & services.
2.7. Public Relations and Publicity
Public Relations aims at fostering goodwill. The companies strive to create and sustain a
favorable image with consumer, shareholders, suppliers and the public at large. The job
of public relation is usually handled by an outside Public Relations firm and it may be
under taken to promote goodwill for the organization, to promote a particular product or
to counteract negative publicity.
Publicity is a non-paid form of media coverage. In today’s world, it is rarely free and a
fair amount of skill has to be exercised by the organization to ensure that right media
coverage is achieved.

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Some of the examples of events in retail which merit publicity are Store openings &
renovations, Celebrity visits and affiliations, Designer associations, new product ranges
and launches, Awards received and sponsored events.
2.8. Space Management & Store walk-in
The placement of merchandise within the store in the most profitable manner is called
space management. Some parts of store are more valuable because customers visit those
more frequently, which results in higher sales. For instance, Space closest to the
entrances and exits is the most is the valuable, and values decrease further into the store.
2.9. Click and Mortar
Click and mortar is a type of business model that includes both online and offline
operations, which typically include a website and a physical store. A click-and-mortar
company can offer customers the benefits of fast online transactions or traditional face-
to-face service.
2.10. Business-to-Consumer Market
Online platforms selling furniture and other home decor products. Retailer, Private Label,
and Marketplace are the top business models in this market.
2.11. Smartphone
A smartphone is a handheld personal computer with a mobile operating system and an
integrated mobile broadband network connection for voice, SMS, and Internet data
communication.
2.12. Marketing Mix
Set of marketing tools that the firm uses to pursue its marketing objectives thru 4P’s
namely: product, price, promotion, and place.

19
CHAPTER III
DATA PRESENTATION, ANALYSIS AND INTERPRETATION

20
Q1. What is your Gender?

Gender No. of respondents Percentage


Male 32 64
Female 18 36

Figure 3.1

INTERPRETATION
 64% respondents are Males.
 36% respondents are Females.

21
Q2. Age group?
Category (Years) No. of respondents Percentage
< 18 4 8
18-24 18 36
24-30 24 48
>30 4 8

Figure 3.2

INTERPRETATION
 48% respondents belong to 24-30 years age group.
 36% respondents belong to 18-24 years age group.
 8% respondents belong to >30 years age group.
 8% respondents belong to <18 years age group.

22
Q3. What is your occupation?
Occupation No. of respondents Percentage
Student 19 38
Working 21 42
Professional
Business Man 8 16
Others 2 4

Figure 3.3

INTERPRETATION
 42% respondents are working professionals.
 38% respondents are students.
 16% respondents are businessmen.
 4% respondents are housewives, retired persons etc.

23
Q4. Income level per month?

Income Level (Rs) No. of respondents Percentage


<15,000 20 40
15,000-30,000 23 46
>30,000 7 14

Figure 3.4

INTERPRETATION
 46% respondents earn between Rs 15,000-30,000 per month.
 40% respondents earn less than Rs 15,000 per month.
 14% respondents earn more than Rs 30,000 per month.

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Q5. Which smartphone are you using?
Brands No. of respondents Percentage
Samsung 7 14
OPPO 13 26
Xiaomi 11 22
Vivo 13 26
Apple 5 10
Others 1 2

Figure 3.5

INTERPRETATION
 26% respondents own OPPO Smartphone.
 26% respondents own Vivo Smartphone.
 22% respondents own Xiaomi Smartphone.
 14% respondents own Samsung Smartphone.
 10% respondents own Apple Smartphone.
 2% respondent own Huawei smartphone.

25
Q6. Which factors influence you while buying a mobile phone?
Factors Strong Good Average Less No
Influence Influence Influence Influence Influence
Brand Image & 29 18 3 - -
Quality
Look & Feel 35 11 4 - -
(Aesthetics)
Innovative features 38 12 - - -
like selfie flash, dual
cameras etc.
Connectivity & 40 5 3 2 1
Compatibility
Latest Operating 33 13 4 - -
System
Pricing 30 15 5 - -

Figure 3.6

26
INTERPRETATION
 Brand Image & Quality
 29 respondents expressed strong influence
 18 respondents expressed good influence
 3 respondents expressed average influence

 Look & Feel (Aesthetics)


 35 respondents expressed strong influence
 11 respondents expressed good influence
 4 respondents expressed average influence

 Innovative Features
 38 respondents expressed strong influence
 12 respondents expressed good influence

 Connectivity & Compatibility


 40 respondents expressed strong influence
 5 respondents expressed good influence
 3 respondents expressed average influence
 2 respondents expressed less influence
 1 respondent expressed no influence

 Latest Operating System


 33 respondents expressed strong influence
 13 respondents expressed good influence
 4 respondents expressed average influence

 Pricing
 30 respondents expressed strong influence
 15 respondents expressed good influence
 5 respondents expressed average influence

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Q7. How often do you change your mobile phone?
Time Period No. of respondents Percentage
<6 Months 6 12
6-12 Months 20 40
More than a year 24 48

Figure 3.7

INTERPRETATION
 48% respondents change their mobile phone after a year of purchase.
 40% respondents change their mobile phone between 6-12 months of purchase.
 12% respondents change their mobile phone within 6 months of purchase.

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Q8. How did you first become aware of the OPPO brand?

Media No. of respondents Percentage


Online Ads 7 14
Magazines 2 4
TV Commercials 26 52
Store Signage boards 15 30

Figure 3.8

INTERPRETATION
 52% respondents got aware of the brand thru TV commercials for the first time.
 30% respondents got aware of the brand thru Store signage boards for the first
time.
 14% respondents got aware of the brand thru Online Ads for the first time.
 4% respondents got aware of the brand thru Magazines for the first time.

29
Q9. How much are you willing to spend for a new mobile phone in
future?

Budget (Rs) No. of respondents Percentage


<10,000 19 38
10,000-20,000 23 46
20,000-40,000 5 10
>40,000 3 6

Figure 3.9

INTERPRETATION
 46% respondents willing to spend Rs 10,000-20,000 for buying a new phone.
 38% respondents willing to spend Rs <10,000 for buying a new phone.
 10% respondents willing to spend Rs 20,000-40,000 for buying a new phone.
 6% respondents willing to spend Rs >40,000 for buying a new phone.

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Q10. Would you like to switch to another brand (OPPO) with
additional & innovative features?

Particulars No. of respondents Percentage


Yes 34 68
No 13 26
Maybe 3 6
Figure 3.10

INTERPRETATION
 68% respondents willing to switch to a new brand for additional features.
 26% respondents are not willing to switch to a new brand for additional features.
 3% respondents may switch to a new brand for additional features.

31
Q11. Rate the OPPO exclusive store on the given 3 factors
Factors Excellent Average Bad
Expertise of Sales Staff 35 12 3
Value Added Services 29 17 4
Store Layout 41 8 1
Range of Product & services 43 7 -
Customer Service level 37 6 7

Figure 3.11

INTERPRETATION
 Expertise of Sales Staff
 35 respondents rated Excellent.
 12 respondents rated Average.
 3 respondents rated Bad.

 Value Added Services


 29 respondents rated Excellent.
 17 respondents rated Average.
 4 respondents rated Bad.
32
 Store Layout
 41 respondents rated Excellent.
 8 respondents rated Average.
 1 respondent rated Bad.

 Range of Products & services


 43 respondents rated Excellent.
 7 respondents rated Average.

 Customer Service Level


 37 respondents rated Excellent.
 6 respondents rated Average.
 7 respondents rated Bad.

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Q12. Where would you prefer to purchase a smartphone mostly?

Particulars No. of respondents Percentage


Exclusive Stores 23 46
Multi-brands dealers 12 24
Online/E-Commerce 12 24
Other 3 6
Figure 3.12

INTERPRETATION
 46% respondents prefer to purchase from exclusive stores.
 24% respondents prefer to purchase from multi-brand dealers.
 24% respondents prefer to purchase from online marketplace.
 6% respondents prefer to purchase from others i.e. Olx, Quickr etc.

34
CHAPTER IV
FINDINGS, LEARNINGS & CONCLUSION

35
FINDINGS
 There is no difference between preferences for features of smart phones on the
basis of gender.
 Almost half of the number of respondents (48%) belong to 24-30 age group
and 42% respondents are working professionals.
 More than half of the number of the respondents (46%) earn around 15,000-
30,000 per month which indicates a decent purchasing power.
 Quarter of the respondents (26%) own a OPPO & Vivo Smartphone.
 Almost 75% of respondents gets influenced by the aesthetic & innovative
features of the phone.
 Almost half of the respondents (48%) tend to keep a smartphone for more
than a year at least.
 Most of the respondents (52%) got aware of the OPPO brand thru TV
commercials for the first time.
 46% of respondents are willing to spend Rs 10,000-20,000 for buying a new
smartphone.
 68% respondents willing to switch to a new brand for additional features.
Consumer base is becoming more and more feature oriented & variety
seeking.
 Almost half of the respondents rated OPPO's exclusive store on the factors
such as Store layout, Range of products, Customer service level. 46%
respondents prefer to purchase from exclusive stores. This is increasing the
goodwill of the firm and relationship with local distributors/retailers.
 Internet retailers / review / technology websites is becoming an important
source of information to consumer.
 Mostly consumer wants to opt for different smart phone brands instead of
looking for same brand. So consumer is not brand loyal in case of
smartphone.
 The most effective mode of marketing being adopted by OPPO is 360*
Marketing by targeting sports & entertainment for reaching masses.

36
LEARNINGS
 Chinese Brand
Most of the respondents possess general information that OPPO is giant Chinese brand
making high tech smartphones. OPPO has done exceptionally well in increasing its brand
visibility both thru offline & online media.
But, OPPO is yet to penetrate the market and disrupt it due to its Chinese image and is
also affected by the India-China controversies.
OPPO needs to educate the consumers about its “Make in India” initiative and should try
to collaborate with the Indian government.

 OPPO OS vs Android/ios
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 & Color OS, still they are not widely recognized by the
consumer community because of the great popularity of android & ios.
OPPO should flash about the capabilities and features of its operating system.
Thus, High range smartphone of OPPO are performing exceptionally well but the low
range product’s performance is not satisfactory that’s why OPPO should be careful about
this situation and should also look forward to cater low income group consumers
otherwise will pose a dangerous position for the company.

Other Learnings:
 The art of mall intercept survey method
 Practical understanding of the marketing mix
 Dynamic mindset of the smartphone users & their preferences
 Innovative ways of marketing strategies for consumer awareness adopted by
smartphone brands.

37
CONCLUSION
As a part of my MBA curriculum, I have prepared the MBA dissertation report on
“Marketing strategies of OPPO India Pvt Ltd and its consumer awareness”
I have collected all the information (both primary & secondary sources) regarding to the
project report thru surveys, interviews and observation methods with main focus in the
city of Pune.
Finally I would like to conclude that OPPO India Pvt Ltd is one of the most competent
companies in the Pune’s market and needs to focus on their scope of improvements
continuously according to market dynamics. Company should take into account the
suggestions & viewpoints of the smartphone users to improve the performance level.
The fast paced growth of the smartphone market and increasing dynamic competition has
forced all the players to innovate and improvise on regular basis.

38
BIBLIOGRAPHY
Websites
http://www.oppo.com/in/about-us/
Accessed on 20 February 2018 at 9.10 AM
http://www.oppo.com/in/about-us/press/
Accessed on 20 February 2018 at 9.10 AM
https://www.zaubacorp.com/company/OPPO-MOBILES-INDIA-PRIVATE-
LIMITED/U74140HR2013PTC069892
Accessed on 20 February 2018 at 9.30 AM
https://en.wikipedia.org/wiki/Oppo_Electronics
Accessed on 20 February 2018 at 9.30 AM
https://www.ibef.org/industry/telecommunications.aspx
Accessed on 20 February 2018 at 10.00 AM

https://www.slideshare.net/VINOD7894/oppo-mobile-india-pvt2?qid=0265d9c6-27a2-
4648-bad7-b7cd7e933276&v=&b=&from_search=2
Accessed on 20 February 2018 at 10.30 AM

https://www.slideshare.net/ShubhamKhedekar3/oppo-marketing-
strategies?qid=0265d9c6-27a2-4648-bad7-b7cd7e933276&v=&b=&from_search=14
Accessed on 20 February 2018 at 10.45 AM

https://www.marketing91.com/marketing-mix-oppo
Accessed on 20 February 2018 at 12.20 PM

https://www.mbaskool.com/marketing-mix/products/17336-oppo.html
Accessed on 20 February 2018 at 12.30 PM

http://www.indiantelevision.com/mam/marketing/brands/oppo-shines-at-emerging-brand-
award-2016-161201
Accessed on 20 February 2018 at 01.00 PM

Books
1. Principles of Marketing, Dr. Khushpat Jain Page no. 188-190
Accessed on 26 September 2017 at 11.00 AM
2. C. R. Kothari New Age International, 2004 Page no.33-37
Accessed on 26 September 2017 at 11.50 AM

39
ANNEXURE
Questionnaire on
Consumer awareness about OPPO Smartphones

Name: _______________________________

40
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____________________________________________________________________

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