2. TABLE OF CONTENT
I. INTRODUCTION OF ONEPLUS
II. PESTEL ANALYSIS
III. SWOT ANALYSIS
IV. PRODUCTS FEATURES AND BRAND IDENTITY
V. MARKETING PLAN OBJECTIVES
VI. COMPETITION ANALYSIS
VII. TARGET MARKET PROFILE
VIII.DISTRIBUTION PLAN & MEDIA PLAN
IX. MARKETING MIX INTEGRATION
3. INTRODUCTION OF ONEPLUS
Young startup based in China , founded on
2013 Pete Lau.
Mission “lower-priced devices without
sacrifice”. That credo is how the “Never Settle” slogan came to be.
Aims to deliver their products via online
services
Presence in 43 countries as of March 2016
4. PESTEL ANALYSIS
1) Political
One of the biggest environments that can cause to alter the products, ads,
or even overall brand perception is a country’s political views.
Political environment determines International and local laws (including
GDPR)
Preferred and, potentially, banned platforms
2) Economic
consists of external factors in a business market and the broader economy
that can influence a business
Competitor prices and product/service offering
Primary/secondary/tertiary target audiences and their individual economic
situations
Historical sales success and promotional offers that can push sales during
expected down times
5. CONTINUED
3) Socio- Cultural
Understanding what’s acceptable socially or within a culture as well as greater appreciation of
different societies and beliefs is more available online than ever before.
The beliefs, customs, and standards held by customers who may be of a different faith, race,
gender, and socio-economic background to your average customer
Internet usage habits (which can differ greatly on customer age)
Access to internet (which can differ between countries and people of lower levels of income)
4) Technological
It's all about the technology being used, whether that's desktop or mobile, tablets or wearables.
Screen size and where the internet is accessed
How you can make your user journeys easier
Whether new technology makes elements of your marketing mix redundant
6. CONTINUED
5) Legal
A legal oversight can not only affect the bottom line, but also the brand’s perception.
Product placement and promotional content
Copyright infringement
Data protection
6) Environmental
The environmental is a fast-growing consideration in marketing.
Product and packing size
Sourcing, trading, and testing ethics of your product/service components
Current environmental programs/partnerships your brand can participate in
7.
8. SWOT ANALYSIS OF ONEPLUS
1) Strength
Low cost with high specification
One Plus is rising as one of the fastest growing companies
Exclusive partnership with major e-tailer Amazon
One Plus sold out 30000 units of one plus 2 in china within
64 seconds after launching the product sale
Special android platform oxygen OS is a big strength since it
sets them apart from other android users.
9. CONTINUED
2) Weakness
Limited production capacity
New entrant
Highly competitive industry
Online sales may eliminate offline audience
Financially weak for Research and development
10. Continued
3) Opportunities
Advertising through different marketing channels by restoring the
mainstream.
Advanced and enhanced marketing communication system.
Broadening the product market to all geographic levels.
4) Threats
Technological Advances
Competitors Financial Strength
11. PRODUCT FEATURES AND BENEFITS
High-end Processor
User friendly and reliable operating system
Long lasting Battery
Dash Charging
Gaming mode
Fingerprint unlock & Face Unlock
14. MARKETING PLAN OBJECTIVES
Financial Objectives
Realize a 7% increase in gross profit margins through
efficiency gains every year.
Non-Financial objectives
Maintain positive, steady growth each quarter.
Experience an increase in new customers who are turned
into long-term customers.
Generate brand equity at the Smartphones’ Market.
15. COMPETITOR ANALYSIS
It in marketing and strategic management is an assessment
of the strengths and weaknesses of current and
potential competitors. This analysis provides both an
offensive and defensive strategic context to identify
opportunities and threats.
16. ONE PLUS
COMPETITORS ANALYSIS
Identify current and future competitors in the market
Finding market share
Performing SWOT
Build competition portfolio
Plan strategies
Execute strategies
Follow up
17. Positioning of Oneplus
Positioning can help in creating a brand image in the
mindset of the target audience.
Positing of the product differentiate the products
from other existing brands in the same market.
The Oneplus has positioned itself as:
Value for money device
The Flagship Killer
17
18. TARGET MARKET PROFILE
Target market
is the end consumer to which company wants to sell its
products to.
includes STP i.e. Segmentation, targeting, and positioning
strategy.
reach potential buyers by customizing marketing message
and placing it in media outlets of their reach.
help you make marketing and distribution decisions.
19. MARKET SEGMENTATION STRATEGY
OnePlus divided user market on the basis of these
different segments:
Geographic Segmentation
Demographic Segmentation
Psychographic Segmentation
Benefit Segmentation
20. Geographic Segmentation:
OnePlus has divided the markets regionally.
Made easy to understand customer preferences separately.
Helped in making proper marketing strategy(Markgraf).
Helped them to achieve trust and admiration of the local people.
Demographic Segmentation:
Division on the basis of age, sex gender, occupation, etc.
Has targeted all users who are so particular about their products needs to be
made out of high quality material and want the best specification in their
smartphone.
21. Psychographic Segmentation:
targets those whose lifestyles are more revolving around
technology, to be more specific android geeks and nerds.
Benefit Segmentation:
market is divided in terms of benefits, needs and values a
customer expects from their products.
OnePlus offered customers the best value for money
product. Customers benefited from high-end
specifications, build quality, ergonomics and even a better
looking phone.
22. TARGETING STRATEGY
target market of OnePlus lies within the limit of 14 to 35
years of age, off course based on their ability to buy the
company’s products.
It also encompasses those tech fanatics and Android
lovers who likes to adopt it as soon as they are launched in
the market.
the pricing was done perfectly to target both the age
groups (teenagers and adults) without sacrificing on the
quality of the product.
23. POSITIONING STRATEGY
helps in creating a brand image in the minds of the target
audiences and lets them know what differentiates it from
other brands existing in the same market (Janiszewska,
2012).
OnePlus identified two unique marketing plan based on
which they positioned the company on the perceptual
map, these attributes were Low Pricing and High
Specifications. Figure 1a shows the position of OnePlus
among all the other major companies in the perceptual
mapping.
24.
25. DISTRIBUTION CHANNEL
Is vehicle used by the company to sell its products
and services to it customer base.
Companies can choose to use a single channel or
multiple channel strategy.
26. ONEPLUS'S DISTRIBUTION CHANNEL
OnePlus is now branching out to physical retail and television and
outdoor advertising to attract a larger consumer base, much like
related Chinese phone makers Oppo and Vivo.
Digital advertising still accounts for 80-90% of all advertising
volume that OnePlus spends on.
Changed its Apple-inspired marketing strategy to sell smartphones
and is now branching out to physical retail and TV and outdoor
advertising, much like Oppo and Vivo.
27. ONEPLUS’S DISTRIBUTION PLAN
changed its Apple-inspired marketing strategy to
sell smartphones and is now branching out to
physical retail and TV and outdoor advertising,
much like Oppo and Vivo.
Digital advertising still accounts for 80-90% of all
advertising volume that OnePlus spends on.
35. REFERENCES
5 unique OnePlus 6 features that make it a standout phone despite its
affordable price tag. (2018, June 4). Retrieved from
https://www.indiatoday.in/technology/features/story/5-unique-oneplus-6-
features-that-make-it-a-standout-phone-despite-its-affordable-price-tag-
1249708-2018-06-04
Whitwam, R. (2018, November 16). OnePlus 6T tips: The 10 features to check
out first. Retrieved from https://www.pcworld.com/article/3321196/oneplus-
6t-tips-the-10-features-to-check-out-first.html
Editor. (2018, September 5). Report on Segmentation, Targeting And
Positioning Strategy Of Oneplus. Retrieved from The Information Sheep:
https://www.theinformedsheep.com/report-on-segmentation-targeting-and-
positioning-strategy-of-oneplus
36. CONTINUED
Ward, S. (2019, June 25). Target Marketing and Market
Segmentation. Retrieved from
https://www.thebalancesmb.com/target-marketing-
2948355
Kotler, P., & Keller, K. L. (2016). Marketing Management
(15th Edition ed.). Pearson IN.
Verma, G., & Sinha, D. B. (2018). A study on brand
positioning of Oneplus mobiles: Qualitative Analysis.
Journal of Management , 5 (4), 166-170.
Editor's Notes
Slide 2 : Attention grabber. Put a thought-provoking question or image here.
Make sure you put your narrative here – this is what you would say if presenting live. Only bullet points are used on the slides, and must follow the PPT Best Practices Rule of 6X6:
No more than 6 bullet points
No more than 6 words per bullet point
Also, use light background colors and dark text colors for easier reading.
Here you will identify your chosen environmental issue. As identified in the syllabus, the list below will give you some ideas, but you may choose something not on the list.
Some of the topics may need to be narrowed in focus.
Endangered Species (general or focus on one particular species)
Saving the Rainforests (or wetlands or any other biome in danger)
Wildlife Conservation (national parks, reserves, hunting)
Pollution (air, water)
Human Overpopulation (food & water shortages, habitat destruction)
Remember to remove these instructions and put what you would say if presenting live here.
