Marketing Strategy of Oppo

INTRODUCTION
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.
The History of OPPO :-
2001 oppo is globally registered
2004 oppo launched in China

2005 oppo's first Mp3 player launched
2006 oppo's Mp4 player launched
2008 oppo enter into mobile phone network
2011 First smartphone is Find Me

2012 Launcher Finder and Find3
2013 Launched Finds5, Color Os and N1
2014 Launched R1, Find7, N1 mini, Full
transition to 4G
2015 Launched L3,R5, and still push forward
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2001
OPPO is Globally Registered
2004
OPPO Launched in China
2005
OPPO's First MP3 Player
Page 2
2006
First MP4 Player
Feature Phone
2008
OPPO Enters Mobile Phone Market
2011
First Smartphone: Find Me
Page 3
2012
Finder, Find 3
2013
Find 5, N1, Color OS
2014
R1, Find 7, N1mini
Full Transition to 4G
Page 4
2014
N3, R5
Still Pushing Forward
OPPO Global Business
OPPO Global Business
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.
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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, 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.
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.
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.
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
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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.
The History of OPPO innovation
Oppo Finder world’s slimmest phone just 6.65 mm
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Oppo find5 world first Smartphone with a 1080p IPS screen and a staggerina 441
OPPO N1
Camera:
World’s first rotating camera with
flash light o-touch panel, world’s first
Smartphone with rear touch back
panel o-click, a Bluetooth
remote camera trigger and a device
locator.
OPPO FIND 7
Remarkable 5.5”quad HD screen
World’s first Smartphone that can
take 50 megapixel photos.
Vooc rapid charge:
The world’s fastest and safest mobile
device charging technology.
Page 8
Product profile
Oppo Joy Plus
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
Product Features:
 Dual Core, 1.3 GHz Processor
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 4.5 inches, 854 x 480 px display
5 MP Camera with flash
Memory Card Supported, upto 32 GB
Android, v4.2.
OPPO Neo 5 (2015)
Product Features:
Dual Sim, 3G, Wi-Fi
 Quad Core, 1.3 GHz Processor
 8 MP Camera with flash
OPPO Yoyo
Product Features:
Android, v4.2
Price 10990
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10
OPPO Find 5 Mini R827
Product Features:
 4.7 inches display
Android, v4.2
Price 14990
Oppo Mirror 3
Product Features:
 Android, v4.4
 Price 16990
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OPPO R1829
Product Features:
 Memory Card Not Supported
 Android, v4.2.1
Oppo N1 Mini
Product Features:
 3G, Wi-Fi
 2 GB RAM
 13 MP Camera
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12
Oppo Find 7a
Product Features:
 3G, Wi-Fi
 Android, v4.3
Oppo R5
Product Features:
 3G, Wi-Fi
 Android, v4.4.4
Oppo Find 7
Product Features:
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13
 3G, Wi-Fi
 Android, v4.3
OPPO N1
Product Features:
 3G, Wi-Fi, NFC
Android, v4.2
Oppo N3
Product Features:
1. Dual Sim, 3G, Wi-Fi, NFC
2. Quad Core, 2.3 GHz Processor
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3. 2 GB RAM, 32 GB inbuilt
4. 3000 mAH Battery
 Android, v4.4.4
OBJECTIVES
Objective of the Study:
The objectives for studying consumer behaviour towards Oppo smartphones were -
 To test the effectiveness of the communication of the offers to the consumers

 To test the awareness level among public with respect to offers of Oppo
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 To assess the attractiveness of the offers to customers at Oppo
 To sell Oppo Products when crowd was huge in the store
Key challenges for OPPO:
 Lack of local advertising and application-oriented promotion makes for product-illiteracy

among local mark.
 Brand awareness is there, but still lacks motivation for purchase consideration on much
level.
 Lack of distributive expansion to all areas of the country.
Functions:
 Regular communication with shop owners of different markets and also with the
potential customers.
 Visiting shops and emerging markets.
 Promote OPPO by spreading positive word.
 Reporting the information to the manager.
 Planning the new strategy for communicating with the clients.
Marketing Strategy of Oppo:
Commonly referred as Oppo, the Chinese manufacturer Oppo Electronics Corporation is the
producer of Smartphones, electronic devices, and Bluray players. It is a subsidiary of
Guangdong Bubugao Electronic Industry Co. Ltd., which is the manufacturer of Vivo, One
plus, and other electronics items. The BBK electronics is the world’s 2nd largest smartphone
manufacturer i.e. behind only Samsung in the year 2017.
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Oppo has made its name as selfie & group selfie expert technology and has been ranked 4 for
creating the selfie experiences among the young generation globally. Some of the smartphone
models of the brand are Oppo F series (F1, F3, F5 and F7), Oppo A series and Oppo R series.
Segmentation, targeting, positioning in the Marketing strategy of Oppo:
Focusing on the technological breakthrough from last 0f years the brand started the business
by segmenting the business based on the technologies it uses for the particular group of
customers i.e. millennial who have just started earning or are in college. By doing this they
have used selective targeting strategy i.e. only making products for the select type of
customers rather one fits for all.
The company has positioned itself on the basis of the state of the art image capturing and
processor technology working on aesthetic part of the quality photos.
Marketing Mix of OPPO:
OPPO Electronics Corporation is simply known as OPPO and is of Chinese origins. It is

associated with consumer electronics industry and deals with mobile phones. OPPO is a
subsidiary of its parent company BBK Electronics. It was founded in the year 2001 by its
founder Chen Mingyong but was registered in the year 2004 with brand name OPPO.
 Product mix of oppo

 Place mix of oppo
 Price mix of oppo
 Promotion mix of oppo
Some of its competitors are as follows-
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 Samsung
 Apple
 Huawei
 Lenovo-Motorola
 Xiaomi
 LG
 ZTE
 Micromax
 Iberry
Product in the Marketing 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.
At its onset, it was a technology and electronics organisation with its focus on MP3 players
but in the year 2008, it diversified its portfolio and stepped in a segment of smartphones. It
was able to create new and better opportunities for itself by including Blu-ray players,
smartphones and other electronic devices in its kit. Some of its products are as follows-
Mobile phones
 OPPO A37
 OPPO Neo 7 4G
 OPPO N1 16GB
 OPPO R2001 Yoyo
 OPPO R1 R829T
 OPPO N1 mini
 OPPO Find 5 Mini
 OPPO R5
 OPPO Neo 3
 OPPO R7 Lite
 OPPO R1001 Joy
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 OPPO Neo 5
 OPPO Neo
 OPPO Neo 7 3G
 OPPO F1 Plus
 OPPO Neo 5 2015
 OPPO Mirror 5
 OPPO F1s
 OPPO F1
 OPPO R7 Plus
Blu-ray players
 BDP-83
 BDP-95
 BDP-103
 BDP-105
Headphones and amplifiers
 PM-1
 PM-2
 HA-1
 HA-2
 HA-2SE
Place in the Marketing Mix Of OPPO :
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.
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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.
Price in the Marketing Mix Of OPPO :
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.
Promotion in the Marketing Mix Of OPPO :
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 realises the impact of star power and has roped in 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
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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.
Competitive advantage in the Marketing strategy of Oppo:
Technological Advancement: Whether it is the blazing fast technology of Oneplus or the

artificial intelligence enabled front camera starting the selfie beautification revolution. The
company has been successful in short period of time to create visibility and top of mind
awareness in the targeted segments.
Chinese Parent Company: The brand Oppo is the part of Chinese Company with 9000+
employees helping in distributing the smartphones of the brand in more than 31 countries
globally. The Parent company is specialized in digital cameras, electronic items, Television
sets, and headphone amplifiers.
BCG Matrix in the Marketing strategy of Oppo:
It has been operating with two major business segments i.e. Oppo and OnePlus Smartphones.
Are oppo smartphones quite picking up on the market with the price segment of? 10000/-
onwards and with the market share of 3 % in the year 2017.
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While the demand of the Oneplus smartphones has been increasing exponentially with the
success of Oneplus 5T, its availability on the online platform Amazon and with the
promotion of Oneplus 6 receiving good response from the market the future prospect is
positive for the company. The brand has 4.3 % market share in 2017.
Oppo smartphones are still fighting with the rivals such as Xiaomi and Huawei and therefore
is the question mark in the BCG matrix. Oneplus smartphones are Star in the BCG matrix
Distribution strategy in the Marketing strategy of Oppo:
The brand has been distributing its products through various channels such as Retailers,
distributors, wholesalers, e-commerce websites and brick & motors stores like single-brand
Retail outlets which recently the company has got the license in India.
The brand has opened more than 200 stores in India and is planning to open more exclusive
stores globally. Additionally, it has been distributing its offerings through the exclusive tie-up
with e-commerce giants Amazon and Flipkart.
Brand equity in the Marketing strategy of Oppo:
The Chinese brand is promoted and marketed by BBK Electronics, the parent company of
the brand. The company has been aggressively promoting the brand as selfie expert in order
to capture the aspiration and imaginative space in the mind of the consumers.
The brand along with its sister concern Vivo is committed to the Indian & Asian market, the
biggest market for the duo.
Oppo has been leveraging the two crazy attractions of the Indian market i.e. Cricket
and Bollywood to engage with the vibes of the young generation.
Competitive analysis in the Marketing strategy of Oppo–
Contrary to established companies in the market which focuses on all segments from entry-
level mobiles to medium and high-end mobiles, the Oppo has been designing the offerings
with high-end specifications at low prices with its flagship brands Oppo and Oneplus.
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Both have been successful in increasing its market share from 5.7% in the year 2016 to 7.3%
in 2017. It competes with companies such as Xiaomi, Samsung, Micromax,
Huawei, Apple and its sister concern Vivo.
Market analysis in the Marketing strategy of Oppo:
Increased number of flagship products of peer brands, shrinking margins,

Chinese product perception of customers, competition in the industry, backend integration
with the suppliers are some of the factors which are affecting the market presence of the
brand Oppo.
The brand has been doing product and technology development to target the niche segment
and technologies like Color OS, photography technology are helping it in staying ahead of
the other brands in the market and at the same time increasing its market share over the years.
Customer analysis in the Marketing strategy of Oppo:
The customer of the brand is the young millennial in the age group of 15-40 years and from
middle and upper-middle-class income group.
These customers are more inclined towards the technological advancement in their personal
devices and sometimes flaunt it in their social groups. Customers don’t believe in the long-
lasting usage of Smartphone devices but believe in technologically ahead in the market.
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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 don’t trust in
the quality of the product presented to them.
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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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Marketing Strategy of Oppo

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Marketing Strategy of Oppo

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INTRODUCTION

The History of OPPO :-

2001 oppo is globally registered

2004 oppo launched in China

2008 oppo enter into mobile phone network

2011 First smartphone is Find Me

OPPO Global Business

OPPO Global Business

Culture and philosophy: -

OPPO is wholeheartedly inspired by its customers. OPPO co-develops products with

R&D and Manufacturing:-

The History of OPPO innovation

Oppo Finder world’s slimmest phone just 6.65 mm

OPPO Neo 5 (2015)

Objective of the Study:

 To test the effectiveness of the communication of the offers to the consumers

Key challenges for OPPO:

 Lack of local advertising and application-oriented promotion makes for product-illiteracy

Marketing Strategy of Oppo:

Segmentation, targeting, positioning in the Marketing strategy of Oppo:

Marketing Mix of OPPO:

OPPO Electronics Corporation is simply known as OPPO and is of Chinese origins. It is

 Product mix of oppo

Product in the Marketing Mix Of OPPO :

Headphones and amplifiers

Place in the Marketing Mix Of OPPO :

Price in the Marketing Mix Of OPPO :

Promotion in the Marketing Mix Of OPPO :

Competitive advantage in the Marketing strategy of Oppo:

Technological Advancement: Whether it is the blazing fast technology of Oneplus or the

BCG Matrix in the Marketing strategy of Oppo:

Distribution strategy in the Marketing strategy of Oppo:

Brand equity in the Marketing strategy of Oppo:

Competitive analysis in the Marketing strategy of Oppo–

Market analysis in the Marketing strategy of Oppo:

Increased number of flagship products of peer brands, shrinking margins,

Customer analysis in the Marketing strategy of Oppo:

Excellent product quality:

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