EXECUTIVE SUMMARY

This project is about the Electronic Appliance maker, One Plus.

In this project, I analyze the company and its strategies from a variety of perspectives. The
company’s strategy, its competitors and its entry strategy into foreign markets is also
analyzed. The focus throughout the project would be on understanding the company from
various perspectives and suggested possible courses of action that the company might follow
and the global market share of the company and that of its competitors in the various product
categories that they operate in.
One plus is an ideal company for analysis because of its unique and
innovative approach to business. The business model of the company is indeed one of a kind
in the consumer appliances segment and this project analyzes the company in detail using the
frameworks described above. The project is divided into separate parts with the first two parts
concerned with the introduction to the company and the next two parts concerned with the
conclusion about the future outlook as well as data about the company.

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 TABLE OF CONTENTS

Sr. TOPIC Page

No No

1. INTRODUCTION

2. REVIEW OF LITERATURE

3. RESEARCH METHODOLOGY

4. COMPANY PROFILE

5. DATA ANALYSIS AND INTERPRETATION

6. FINDINGS ,SUGGESTIONS AND CONCLUSION

7. BIBLOGRAPHY

CHAPTER 1
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 INTRODUCTION

➢ 1.1 Definition
➢ 1.2 Marketing proportions
➢ 1.3 Developing Marketing Strategy
➢ 1.4 Types of strategies
➢ 1.5 Strategic Model
➢ 1.6 Real -Life Marketing

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 INTRODUCTION

1.1 Definition
Marketing strategy is a process that can allow an organization to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable
competitive advantage.

1.2 Marketing Proportions

CUMULATIVE
REPRESENTING
AMOUNT SPENT BY
COMPANIES ON
MARKETING AND
OTHER EXPENSES

1.3 Developing a marketing strategy

Marketing strategies serve as the fundamental underpinning of marketing plans designed to fill
market needs and reach marketing objectives. Plans and objectives are generally tested for
measurable results. Commonly, marketing strategies are developed as multi-year plans, with a
tactical plan detailing specific actions to be accomplished in the current year. Time horizons
covered by the marketing plan vary by company, by industry, and by nation, however, time
horizons are becoming shorter as the speed of change in the environment increases. Marketing
strategies are dynamic and interactive. They are partially planned and partially unplanned.

Marketing strategy involves careful scanning of the internal and external environments. Internal
environmental factors include the marketing mix, plus performance analysis and strategic
constraints. External environmental factors include custome analysis, competitor analysis, target

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market analysis, as well as evaluation of any elements of the technological, economic, cultural or
political/legal environment likely to impact success. A key component of marketing strategy is
often to keep marketing in line with a company's overarching mission statement. Besides SWOT
analysis, portfolio analyses such as the GE/McKinsey matrix or COPE analysis can be performed
to determine the strategic focus.

Once a thorough environmental scan is complete, a strategic plan can be constructed to identify
business alternatives, establish challenging goals, determine the optimal marketing mix to attain
these goals, and detail implementation. A final step in developing a marketing strategy is to
create a plan to monitor progress and a set of contingencies if problems arise in the
implementation of the plan.

1.4 Types of strategies

Marketing strategies may differ depending on the unique situation of the individual
business. However there are a number of ways of categorizing some generic strategies. A
brief description of the most common categorizing schemes is presented below:

• Strategies based on market dominance - In this scheme, firms are classified

based on their market share or dominance of an industry. Typically there are four
types of market dominance strategies: o Market Leader o Market Challenger o
Market Follower o Market Nicher
• Porter generic strategies - strategy on the dimensions of strategic scope and
strategic strength. Strategic scope refers to the market penetration while strategic
strength refers to the firm’s sustainable competitive advantage. The generic
strategy framework (porter 1984) comprises two alternatives each with two
alternative scopes. These are Differentiation and low-cost leadership each with a
dimension of Focus-broad or narrow.
o Product differentiation
(broad) o Cost leadership
(broad) o Market
segmentation (narrow)
• Innovation strategies - this deals with the firm's rate of the new product
development and business model innovation. It asks whether the company is on
the cutting edge of technology and business innovation.

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 • Growth strategies — in this scheme we ask the question, “How should the firm
grow?” There are a number of different ways of answering that question, but the
most common gives four answers:
• Horizontal integration
• Vertical integration
• Diversification
• Intensification

A more detailed scheme uses the categories

• Prospector
• Analyzer
• Defender
• Reactor
• Marketing warfare strategies - This scheme draws parallels between marketing
strategies and military strategies.

1.5 Strategic models

Marketing participants often employ strategic models and tools to analyze marketing
decisions. When beginning a strategic analysis, the 3Cs can be employed to get a broad
understanding of the strategic environment. An Ansoff Matrix is also often used to convey
an organization's strategic positioning of their marketing mix. The 4Ps can then be
utilized to form a marketing plan to pursue a defined strategy

There are many companies especially those in the Consumer Package Goods (CPG)
market that adopt the theory of running their business centered on Consumer, Shopper &
Retailer needs. Their Marketing departments spend quality time looking for "Growth
Opportunities" in their categories by identifying relevant insights (both mindsets and
behaviors) on their target Consumers, Shoppers and retail partners. These Growth
Opportunities emerge from changes in market trends, segment dynamics changing and
also internal brand or operational business challenges. The Marketing team can then
prioritize these Growth Opportunities and begin to develop strategies to exploit the

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 opportunities that could include new or adapted products, services as well as changes to
the 7Ps.

1.6 Real-life marketing

Real-life marketing primarily revolves around the application of a great deal of

commonsense; dealing with a limited number of factors, in an environment of imperfect
information and limited resources complicated by uncertainty and tight timescales. Use of
classical marketing techniques, in these circumstances, is inevitably partial and uneven.

Thus, for example, many new products will emerge from irrational processes and the
rational development process may be used (if at all) to screen out the worst non-runners.
The design of the advertising, and the packaging, will be the output of the creative minds
employed; which management will then screen, often by 'gut-reaction', to ensure that it is
reasonable.
For most of their time, marketing managers use intuition and experience to analyze and
handle the complex, and unique, situations being faced; without easy reference to theory.
This will often be 'flying by the seat of the pants', or 'gut-reaction'; where the overall
strategy, coupled with the knowledge of the customer which has been absorbed almost by
a process of osmosis, will determine the quality of the marketing employed. This, almost
instinctive management, is what is sometimes called 'coarse marketing'; to distinguish it
from the refined, aesthetically pleasing, form favored by the theorists.

OBJECTIVES TO STUDY

Marketing objectives are goals set by a business when promoting its products or services to
potential consumers that should be achieved within a given time frame. In other words,
marketing objectives are the marketing strategy set in order to achieve the overall
organizational objectives. A company's marketing objectives for a particular product might
include increasing product awareness among targeted consumers, providing information
about product features and reducing consumer resistance to buying the product.
SMART Approach to Marketing Objectives
When setting objectives, it is very important to ensure that they are specific, measurable,
achievable, realistic and time-specific - or SMART for short. The SMART approach allows a

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supervisor to effectively manage the marketing activities and be able to determine how
successful new objectives will be.
The SMART approach can help achieve your marketing objectives by asking the following
questions:
• Specific
Are the objectives stated in a way that is precise about what you are hoping to achieve?
• Measurable
Can you quantify each objective, i.e. can you use a unit of measure, such as a market share in
percentage or dollars, to provide a way to check your level of success?
• Achievable
Are your objectives reasonable in terms of what you can actually achieve, or are you setting
your sights too high?
• Realistic
Do you have sufficient employees and resources to achieve the objectives you have set? If
you don't, are they likely to be unrealistic?
• Time-specific
When are you hoping to achieve these objectives? You need to define a timing plan by using
target timing for each specific objective.

The project enables us to find out certain specific objectives like:

• How many consumers use One plus products?
• How many consumers are aware about the One plus ad?
• Which advertisement feature plays an important role in influencing consumers?
• Is the marketing strategy undertaken effective?
• Does the product reflect brand value?
• Are there enough service centres across the country to cater to consumer needs?
• Are consumers satisfied with the after sales services?
• Is the One plus ad effective leaving a mark in consumer minds?
• Are One plus merchandises a part of the marketing strategy?
• Does the ad represent actual product profile?

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 COMPANY PROFILE

➢ 5.1 The one plus Philosophy

➢ 5.2 Mission of Company
➢ 5.3 Values
➢ 5.4 Vision 2020
➢ 5.5 Key Products
➢ 5.6 Competitors Of one plus

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 COMPANY PROFILE

The ONE PLUS Philosophy

At one plus, they follow a simple philosophy: “NEVER SETTLE” which illustrates their
will to disrupt the way companies design and build mobile devices

Unlike other manufacturers, they don’t see a smartphone as a list of tech specs and
features. They focus on delivering the best end-user experience on a day-to-day basis. To
do so, their approach integrates three main elements: people (desirability), technology
(feasibility) and business (viability).

Every day, their people bring this philosophy to life. The leaders search for the brightest
talent from around the world, and give them the resources they need to be the best at what
they do. The result is that all of its products—from memory chips that help businesses
store vital knowledge to mobile phones that connect people across continents have the
power to enrich lives. And that’s what making a better global society all is abouT

Mission of Company

“Everything we do at one plus is guided by our mission: Our mission is to share the best
technology, built hand-in-hand with you.”
Values of ONE PLUS

It is our commitment to bring the best possible technology to users around the world, reaffirmed
by our personal experiences as smartphone geeks. Only a few devices available on the market
satisfy tech lovers. We believe that consumers shouldn’t choose between performance, quality

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and price. Our motto – Never Settle – illustrates our will to disrupt the way companies design and
build mobile devices.

At One Plus, a rigorous code of conduct and these core values are at the heart of every decision
we make.

Engage with users

Designing the best smartphone experience requires a full understanding of people’s expectations
and desires. We believe that engaging with costumers would provide us with the best insights on
tech scene, as seen by avid users, as well as excellent feedback on existing devices.

Design the best combination

A smartphone is more than the sum of its parts. It is the combination of complementary
components that offer an overall experience. Some companies make believe that a particular spec
can totally transform a device. However, specs frequently conflict with each other. A powerful
battery lets the device run for longer, but frequently increases its thickness and weight. At
OnePlus we believe that a mobile experience has to take a holistic approach in order to be
optimal.

Partner with the experts

One Plus simply aims to create the best products that we can for consumers. Partnering with the
OS experts like Cyanogen Inc. is not only a disruptive way to deliver our promises but allows us
to leverage OnePlus high performance hardware.

Maximize the consumer value

Companies generally focus on retail price first when defining phone specs. The better the phone
specs, the more expensive the product. We believe that there are new ways to incorporate more
technology with no extra cost.OnePlus doesn’t compromise on product quality and plans to offer
greater value to consumers through innovative design and outline strategy.

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Vision 2020

As stated in its motto, OnePlus’ vision for the new decade is, "to pursue excellence, in other
words Never Settle."

The goal for one plus is to become a respected, global brand.

This new reflects oneplus’ commitment to inspiring its communities by leveraging its three key
elements: : people (desirability), technology (feasibility) and business (viability).

Through these efforts, One plus hopes to contribute to a better world and a richer experience for
all.

To this end, one plus has also established three strategic approaches in its management:
“Creativity,” “Partnership,” and “Talent.”

Vow to become better

1 stands for the status quo, + represents our desire to do better

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A good product

1 stands for our users, + stands for sharing

Premium quality beautiful design

Oneplus builds only beautifully designed devices with the highest quality, because our users
would never settle for anything less.

Oneplus is excited about the future.Oneplus is now finally going to chase the ultra-premium
market.
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 The idea is that not just to be a flagship killer. It also wants to be a flagship phone. The
company along with its goal of launching more than one phone, plans to launch a phone with
cutting edge technologies

Key Products

• Smartphones [Oneplus One, Oneplus 2, Oneplus 3, Oneplus X, Oneplus 3T, Oneplus

5, Oneplus 5T, Oneplus 6, Oneplus 6T, Oneplus 6T McLaren Edition, Oneplus 7,
Oneplus 7T Pro, Oneplus 7T Pro McLaren Edition, Oneplus 8 Pro(upcoming)]
• Earphones [Type-C earphones(wireless), Bullet earphones(wireless)]
• Powerbanks [10000 maH powerbank(dual USB ports)]
• OxygenOS [customized operating system for overseas market]
• HydrogenOS [customized operating system for Chinese market]
• Phone cases [ designer cases with different material like silicone, leather, wood,
rubber, metal]
• Shirts [ JCC collection of t-shirts]
• Bags[ Oneplus gear and travel]

Major Competitors Of One plus

• Xiomi
• ASUS
• Huawei
• One plus
• Sony
• Apple
• Lenovo
• Nokia
• Ericsson
• OPPO

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 CHAPTER II

REVIEW OF LITERATURE

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 REVIEW OF LITERATURE

• Androulidakis ; G. Kandus (2011) correlated the brand of mobile phone users’

security practices. Users show different behavior in an array of characteristics,
according to the brand of the mobile phone they are using. As such, there is
categorization of arrears, different for each brand, where users are clearly lacking
security mind, possibly due to lack of awareness. Such a categorization can help
phone manufacturers enhance their mobile phones in regards to security, preferably
transparently for the user.

• Tajzadeh Namin Aidin (2012) analysed that the process of deciding over
(choosing) a brand may be influenced by situation and content. The findings
suggest a significant relationship between the variables “brand attitude” , and
“prodect (cell phone) choice”. In addition, no significant relationship was found
between individual decision making processes (independent or mediated) and
product choice.

• Nasr Azad ; Maryam Safaei (2012)states that there are many evidences to believe
that customers select their products based on brand name. Products also maintain
their own characteristics, which make them differentiable from others. In this paper,
researchers have present an empirical study to determine important factors
influencing customers' purchasing intend for cellular phones in capital city of Iran,
Tehran. The results of the study show that there are some positive relationships
between exclusive name and quality perception, between exclusive name and word
of mouth advertisement, between quality perception and fidelity, between word of
mouth advertisement and brand name and between brand name image and brand
name.

• Ozhan Karimi (2012)had presented an empirical study to investigate the effects of

different marketing efforts on brand equity in mobile industry. The results show that
there is a positive and meaningful relationship between marketing mix efforts and
brand equity. In other words, more advertisements could help better market
16 | Page
 exposure, which means customers will have more awareness on market
characteristics. Among all mixed efforts, guarantee influences more on brand
equity, which means consumers care more on product services than other features.
Finally, among different characteristics of brand equity, product exclusiveness plays
an important role. In other words, people are interested in having exclusive product,
which is different from others.

• Heikki Karjaluoto, Jari Karvonen et al, (2005), had analyzed that Mobile phone
markets are one of the most turbulent market environments today due to increased
competition and change. Thus, it is of growing concern to look at consumer buying
decision process and cast light on the factors that finally determine consumer
choices between different mobile phone brands. On this basis, this research deals
with consumers’ choice criteria in mobile phone markets by studying factors that
influence intention to acquire new mobile phones on one hand and factors that
influence on mobile phone change on the other are some general factors that seem
to guide the choices. The two studies show that while technical problems are the
basic reason to change mobile phone among students; price, brand, interface, and
properties are the most influential factors affecting the actual choice between
brands.

• Hande Kimiloglu, V. Aslihan Nasir, Süphan Nasir, (2010), aims to discover

consumer segments with different behavioral profiles in the mobile phone market.
Pragmatic consumers are found to give high importance to the functional, physical
and convenience-based attributes of the product. The abstemious group also gives
importance to functionality along with design. While value-conscious consumers
focus strongly on price, the charismatic segment represents the want-it-all group
valuing many attributes such as technological superiority, practicality, durability,
functionality, and design. The study also includes findings and discussions about
the differences these clusters display in terms of their involvement and loyalty
styles.

• Fred Robins, (2003) analyzed that the marketing of the next generation of mobile
phones. It begins with comments on the state of the telecom industry and draws

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 attention to elements of technological and product convergence, highlighting the
point that while industry convergence on digital technology is a fact, today’s mobile
telephony marketplace is nonetheless characterized by three generations of
technology and the latest generation, 3G, embraces three related but competing
standards. The research examines 2G, 2 and a half G and 3G developments around
the world and identifies factors relevant to the marketing of 3G, including
recognition of geographical and user diversity and the consequent need for
marketers to keep these various user perspectives in mind. However, customer
desire for personalisation, including personalised 3G services, are important
features of the marketplace, as will be the availability of simple, secure payment
systems.

• Jaakko Sinisalo, Jari Salo, Heikki Karjaluoto, Matti Leppäniemi, (2007) states
that the purpose of their study is twofold. First, in order to guarantee a coherent
discussion about mobile customer relationship management (mCRM), this paper
presents a conceptualization of mCRM delineating its unique characteristics.
Second, the authors develop the empirically grounded framework of the underlying
issues in the initiation of mCRM. Researchers have identifies issues that can be
divided into three categories (exogenous, endogenous and mCRM-specific) the
company has to take into account when moving towards CRM.

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 CHAPTER -III

RESEARCH METHODOLOGY

Research Methodology

Descriptive research design was adopted to describe the data and characteristics about
what is being studied .In descriptive research we have to describe everything in detail like
what is the behaviour of consumer in buying ? What they focus on more while selection and
pricing? And hence we utilize this research method.

TYPE OF RESEARCH:
DESCRIPTIVE RESEARCH:
Descriptive research has been used, it involves survey and fact-finding enquiries if different
kinds, the purpose of descriptive research are the descriptive of stage of affairs, as it exists at
present.

PROJECT PLANNING:
Project planning is the first step in actually conducting & directing a research Project. It is one
of the most important tasks of researcher. This includes formulation of the researcher
objectives & goals and determining ways of achieving them.

Sources Of Data

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

1 Primary Data : The primary data have been collected by questionnaires, schedules and
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conversations with the smartphone users in Greater Noida & lucknow.

2 Secondary Data : It is the data whioch is not originally collected but rather obtained
from published or unpublished source .Thus, secondary data are that which have
already been collected by someone else and has been passed through statistical
process. This data is useful fopr conceptual framework.The secondary data is collected
through following source:

• OnePlus Sales Manual

• The website Of OnePlus(https://www.oneplus.in/)
• Brtochure of OnePlus
• Different journals and publications related with smartphone marketing strategy.
• Other relative research papers.

Sample Size
A sample of 50 respondents (smartphone users) were considered keeping in view, the
constraints of time and resources . OnePlus supervisors, the expertise of the company
employees and partners were sought to build the overview of the current market
possibilities in lieu of the current situation of the local smartphone industry.Sample Method: Random Sampling
Research Instruments: Questionnaire, Surveys, Observation & Interview.

Limitations Of The Research

• Only 50 respondents consisting of smartphone users have been interviewed which
comprises a vewry small sample considering the mobile market.
• Survey was mostly confined to smartphone users, but players like company
representatives , dealers , etc were not taken into consideration.
• Smapling method used was convenience & random so the results may not be
complete accurate.
• Answers of the survey depend on the belief & perception of the smartphone users
which may differ from person to person.
• Exaggerated/misleading information could have been given by the respondents to
cut short the interview.

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• 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.
CHAPTER-IV
DATA ANALYSIS AND INTERPRETATION
TABLE NO 1

AGE WISE CLASSIFICATION

NO OF % OF
S.N PARTICULA RESPONDEN RESPONDEN
O RS TS TS

1 16-21
22 15

2 21-26
25 17

3 26-31
32 21

4 31-36
30 20

41 27
5 36 and above

TOTAL 150 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 15% of the respondents are 16-21 years, 17% of the respondents
are 21-26 years, 21% of the respondents are 26-31 years, 20% of respondents are 3136 years, and 27% of
the respondents are above 36 years.

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CHART NO 1

AGE WISE CLASSIFICATION

AGE WISE CLASSIFICATION

30

25

20

15
AGE WISE CLASSIFICATION
10

0
16-21 21-26 26-31 31-36 36 and
above
TABLE NO 2

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INCOME WISE CLASSIFICATION

NO OF % OF
S.N PARTICULA RESPONDEN RESPONDEN
O RS TS TS

1 15000-20000 40 27

2 21000-25000 30 20

3 26000-30000 27 18

4 31000-35000 32 21

5 Above 36000 21 14

TOTAL 150 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 27% of the respondents are 15000-20000, 20% of the respondents
are 21000-25000, 18% of the respondents are 26000-30000, 21% of respondents are 31000-35000, and
14% of the respondents are above 36000.

CHART NO 2
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INCOME WISE CLASSIFICATION

30

25

20

15

10 INCOME WISE CLASSIFICATION

TABLE NO 3

24 | Page
 MEDIA GETS YOUR ATTENTION

NO OF % OF
S.N PARTICULA RESPONDEN RESPONDEN
O RS TS TS

1 Print 40 27

2 Online 30 20

3 Television 27 18

4 Word Of 32 21
Mouth

TOTAL 150 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 27% of the respondents are print, 20% of the respondents are
online, 18% of the respondents are television, 21% of respondents are word of mouth.

CHART NO 3

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MEDIA GETS YOUR ATTENTION

MEDIA GETS YOUR ATTENTION

30

25

20

15
MEDIA GETS YOUR ATTENTION
10

0
Print Online Television Word Of
Mouth

TABLE NO 4

26 | Page
 ADVERTISEMENT AFFECT YOU

NO OF % OF
S.N PARTICULAR RESPONDEN RESPONDEN
O S TS TS

1 Recall 41 27

2 Positive 53 35
Impression

3 Interest 31 21

Desire To
4 Purchase/ 25 17
Explore

TOTAL 150 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 27% of the respondents are recall, 35% of the respondents are
positive impression, 21% of the respondents are interest, and 17% of respondents are desire to
purchase/explore

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CHART NO 4

ADVERTISEMENT AFFECT YOU

ADVERTISEMENT AFFECT YOU

40
35
30
25
20
15
10
5 ADVERTISEMENT AFFECT YOU
0

TABLE NO 5

CREATES A GREATER IMPACT

NO OF % OF
S.N PARTICULA RESPONDEN RESPONDEN
O RS TS TS

28 | Page
 1 just the 42 28
printed words
words with sound
2 31 21

3 words with a 30 20
visual

4 a moving 27 18
action
oriented ad

5 Picture
depicting a 20 13
scene/story

TOTA 150 100

L

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 28% of the respondents are just the printed words, 21% of the
respondents are words with sound, 20% of the respondents are words with a visual, 18% of respondents
are a moving action oriented ad, and 13% of the respondents are Picture depicting a scene/story.

CHART NO 5

CREATES A GREATER IMPACT

29 | Page
 CREATES A GREATER IMPACT
30

25

20

15
CREATES A GREATER IMPACT
10

0
just the words with words with a moving Picture
printed sound a visual action depicting a
words oriented ad scene/story
TABLE NO 6

IMPACT OF AN ADVERTISEMENT

NO OF % OF
S.N PARTICULA RESPONDEN RESPONDEN

30 | Page
 O RS TS TS

Few Hours 32 21.33

2 One Day 47 31.33

3 One Week 30 20

4 One Month 21 14

5 More Than A 20 13.33

Month

TOTA 150 100

L

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 21.33% of the respondents are few hours, 31.33% of the
respondents are one day, 20% of the respondents are one week, 14% of respondents are one month and
13.33% of the respondents are more than a month.

CHART NO 6

IMPACT OF AN ADVERTISEMENT

31 | Page
 IMPACT OF AN ADVERTISEMENT
35

30

25

20

15 IMPACT OF AN
ADVERTISEMENT
10

0
Few Hours One Day One Week One Month More Than A
Month
TABLE NO 7

ADVERTISEMENT URGE YOU TO TRY A NEW BRAND

NO OF % OF
S.N PARTICULA RESPONDEN RESPONDEN
O RS TS TS
32 | Page
 1 Yes 90 60

2 No 60 40

TOTA 150 100

L

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 60% of the respondents are yes, and 40% of the respondents are
no.

33 | Page
CHART NO 7

ADVERTISEMENT URGE YOU TO TRY A NEW BRAND

ADVERTISEMENT URGE YOU TO TRY A NEW

BRAND
70

60

50

40
ADVERTISEMENT URGE YOU TO
30 TRY A NEW BRAND

20

10

0
Yes No

TABLE NO 8

34 | Page
HOW OFTEN DO YOU BUY THE SAME ONE PLUS MOBILE PHONES
AS YOU SEE IN THE AD

NO OF % OF
S. PARTICULAR RESPONDE RESPONDE
NO S NTS NTS

1 Always 60 40
most of the time
2 40 27

3 Sometimes 35 23
never
4 15 10

TOTAL 150 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 40% of the respondents are always, 27% of the respondents are
most of the time, 23% of the respondents are sometimes, and 10% of the respondents are never.

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CHART NO 8

HOW OFTEN DO YOU BUY THE SAME ONE PLUS MOBILE PHONES
AS YOU SEE IN THE AD

HOWOFTENDO YOU BUY THE SAME

ONE PLUS MOBILE PHONES AS YOU SEE IN
THE AD
45
40
35
30
25
HOWOFTENDO YOU BUY THE
20
SAME ONE PLUS MOBILE
15 PHONES AS YOU SEE IN THE AD
10
5
0
Always mostof the Sometimes never
time
TABLE NO 9

REMEMBER THE HOARDINGS

NO OF % OF
S.N PARTICULA RESPONDEN RESPONDEN

36 | Page
 O RS TS TS

1 Near the 47 31
residence

2 Places visited 40 27
frequently

3 on the way to 38 25
work

4 Online 25 17
advertisemen
t

TOTA 150 100

L

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 31% of the respondents are Near the residence, 27% of the
respondents are Places visited frequently, 25% of the respondents are s on the way to work, and 17% of the
respondents are bus stand.

CHART NO 9

REMEMBER THE HOARDINGS

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 REMEMBER THE HOARDINGS
35

30

25

20

15 REMEMBER THE HOARDINGS

10

0
Near the Places visited on the way to Online
residence frequently work advertisement
TABLE NO 10

PREFERED NEWSPAPER

NO OF % OF
S.N PARTICULA RESPONDEN RESPONDEN
O RS TS TS

1 The times of 30 20
India

38 | Page
 2 Hindustan 32 21
times

3 The Hindu 40 27

4 the Indian 27 18
express

5 The pioneer 21 14

TOTA 150 100

L

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 20% of the respondents are the times of India, 21% of the
respondents are Hindustan times, 27% of the respondents are s the Hindu, 18% of respondents are the
Indian express and 14% of the respondents are the pioneer.

CHART NO 10

PREFERED NEWSPAPER

39 | Page
 PREFERED NEWSPAPER
30

25

20

15
PREFERED NEWSPAPER
10

0
The times of Hindustan The Hindu the Indian The pioneer
India times express
TABLE NO 11

HAVE YOU EVER USE DISCOUNT COUPONS PRINTED IN

MAGAZINES/NEWSPAPER/MAGAZINE

NO OF % OF
S.N PARTICULA RESPONDEN RESPONDEN
O RS TS TS

1 Yes 90 60

40 | Page
 2 No 60 40

TOTA 150 100

L

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 60% of the respondents are yes, and 40% of the respondents are
no.

CHART NO 11

HAVE YOU EVER USE DISCOUNT COUPONS PRINTED IN

MAGAZINES/NEWSPAPER/MAGAZINE

41 | Page
 HAVE YOU EVER USE DISCOUNTCOUPONS
PRINTED IN
MAGAZINES/NEWSPAPER/MAGAZINE
70
60

50

40 HAVE YOU EVERUSE DISCOUNT

COUPONS PRINTED IN
30 MAGAZINES/NEWSPAPER/MAG
20 AZINE

10
0
Yes No
TABLE NO 12

SPEND ON WATCHING ONLINE AD PER DAY

NO OF % OF
S.N PARTICULA RESPONDEN RESPONDEN
O RS TS TS

42 | Page
 1 0 hour 25 17

2 1-2 hours 40 27

3 3-5 hours 45 30

4 more than 5
hours 40 27

TOTA 150 100

L

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 17% of the respondents are 0 hour, 27% of the respondents are 1-2
hour, 30% of the respondents are 3-5 hour, and 27% of the respondents are more than 5 hours.

CHART NO 12

SPEND ON WATCHING ONLINE AD PER DAY

43 | Page
 SPEND ON WATCHING ONLINE AD PER DAY
35

30

25

20

15 SPEND ON WATCHING ONLINE

AD PER DAY
10

0
0 hour 1-2 hours 3-5 hours more than 5
hours
TABLE NO 13

ONLINE AD IS IMPORTANT

NO OF % OF
S.N PARTICULA RESPONDEN RESPONDEN
O RS TS TS

1 Models 51 34

44 | Page
 2 background 47 31

3 punch line 32 21

4 caption 20 13

TOTA 150 100

L

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 34% of the respondents are models, 31% of the respondents are
background, 21% of the respondents are punch line, and 13% of the respondents are caption.
CHART NO 13
TELEVISION AD IS IMPORTANT

ONLINE AD IS IMPORTANT
40

35

30

25

20
ONLINE AD IS IMPORTANT
15

10

0
Models background punch line caption

45 | Page
 TABLE NO 14

PERSONALITY IN THE ONLINE AD

NO OF % OF
S.N PARTICULA RESPONDEN RESPONDEN
O RS TS TS
The product
1 is of high 47 31.33
quality

2 It must be 33 22
expensive

3 The company 30 20
must be big

4 The brand is
facing intense 20 13.33
competition

5 It does not 20 13.33

affect you

TOTA 150 100

L

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 31.33% of the respondents are The product is of high quality, 22%
of the respondents are It must be expensive, 20% of the respondents are The company must be big, and
13.33% of the respondents are The brand is facing intense competition and
13.33% of the respondents are It does not affect you.

46 | Page
CHART NO 14

PERSONALITY IN THE ONLINE AD

PERSONALITY IN THE ONLINE AD

35

30

25

20

15
PERSONALITY IN THE ONLINE
10 AD

0
The product It must be The The brand is
is of high expensive company facing
quality must be big intense
competition
TABLE NO 15

LISTEN TO THE TV AD

47 | Page
 NO OF % OF
S. PARTICULAR RESPONDE RESPONDE
NO S NTS NTS
everyday
1 51 34

2 only while 47 31
travelling/drivi
ng
occasionally
3 32 21
rarely
4 20 13

TOTAL 150 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 34% of the respondents are everyday, 31% of the respondents are
only while travelling/driving, 21% of the respondents are occasionally, and 13% of the respondents are
rarely.

48 | Page
 CHART NO 15
LISTEN TO THE TV AD

LISTEN TO THE TV AD
40

35

30

25

20
LISTEN TO THE TV AD
15

10

0
everyday only while occasionally rarely
travelling/driving

49 | Page
 TABLE NO 16

RADIO ADVERTISEMENT ATTRACTIVE

NO OF % OF
S.N PARTICULA RESPONDEN RESPONDEN
O RS TS TS

1 Yes 90 60

2 No 60 40

TOTA 150 100

L

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 60% of the respondents are yes, and 40% of the respondents are
no.

50 | Page
 CHART NO 16

ONLINE ADVERTISEMENT IS ATTRACTIVE

ONLINE ADVERTISEMENT IS ATTRACTIVE

70

60

50

40
ONLINE ADVERTISEMENT IS
30 ATTRACTIVE

20

10

0
Yes No
TABLE NO 17

51 | Page
ONLINE ADVERTISEMENT CREATE AN URGE IN YOU TO TRY THE
ONE PLUS MOBILE PHONES BRAND

NO OF % OF
S.N PARTICULA RESPONDEN RESPONDEN
O RS TS TS

1 Strong 65 43
influencer
keep the name
2 at the back of 60 40
mind
does not matter
3 25 17

TOTA 150 100

L

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 43% of the respondents are Strong influencer, 40% of the
respondents are keep the name at the back of mind, 17% of the respondents are does not matter.

52 | Page
CHART NO 17

ONLINE ADVERTISEMENT CREATE AN URGE IN YOU TO TRY THE ONE PLUS

MOBILE PHONES BRAND

ONLINE ADVERTISEMENTCREATE AN URGE

IN YOU TO TRY THE ONE PLUS MOBILE
PHONES BRAND
50
45
40
35
30
25 ONLINEADVERTISEMENT
CREATE AN URGE IN YOU TO
20
TRY THE ONE PLUS MOBILE
15
PHONES BRAND
10
5
0
Stronginfluencer keep the name at does not matter
the back of mind
TABLE NO 18

FAMILY BEFORE TRYING NEW ONE PLUS MOBILE PHONES

NO OF % OF
S.N PARTICULA RESPONDEN RESPONDEN
O RS TS TS

1 Yes 95 63

2 No 55 37

TOTA 150 100

L

SOURCE: Primary Data

53 | Page
INTERPRETATION

From the above table it is observed that, 63% of the respondents are yes, and 37% of the respondents are
no.

54 | Page
CHART NO 18

FAMILY BEFORE TRYING NEW ONE PLUS MOBILE PHONES

FAMILY BEFORE TRYING NEW ONE PLUS

MOBILE PHONES
70

60

50

40
FAMILY BEFORE TRYING NEW
30 ONE PLUS MOBILE PHONES

20

10

0
Yes No
TABLE NO 19

DO YOU SHARE AND DOES YOUR FRIENDS/FAMILY SHARE ONE

PLUS MOBILE PHONES EXPERIENCES

55 | Page
 NO OF % OF
S.N PARTICULA RESPONDEN RESPONDEN
O RS TS TS

1 Always 60 40

2 most of the
time 40 27

3 Sometimes 35 23

4 never 15 10

TOTA 150 100

L

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 40% of the respondents are always, 27% of the respondents are
most of the time, 23% of the respondents are sometimes, and 10% of the respondents are never.

CHART NO 19

DO YOU SHARE AND DOES YOUR FRIENDS/FAMILY SHARE ONE

PLUS MOBILE PHONES EXPERIENCES

56 | Page
 DO YOU SHAREAND DOESYOUR
FRIENDS/FAMILY SHARE ONE PLUS MOBILE
PHONESEXPERIENCES
45
40
35
30
25 DO YOUSHAREANDDOES
20 YOUR FRIENDS/FAMILY SHARE
15 ONE PLUS MOBILE PHONES
10 EXPERIENCES
5
0
Always mostof the Sometimes never
time
TABLE NO 20

REFERRING A PARTICULAR ONE PLUS MOBILE PHONES

NO OF % OF
S. PARTICULAR RESPONDE RESPONDE
NO S NTS NTS
product range
1 51 34

57 | Page
 design of products
2 32 21

3 width and
depth of the 27 18
products
quality
4 20 13
price range
5 20 13

TOTAL 150 100

SOURCE: Primary Data

INTERPRETATION

From the above table it is observed that, 34% of the respondents are product range, 21% of the respondents
are design of products, 18% of the respondents are width and depth of the products, and 13% of the
respondents are quality, and 13% of the respondents are price range.

CHART NO 20

PREFERRING A PARTICULAR ONE PLUS MOBILE PHONES

58 | Page
 PREFERRINGA PARTICULAR ONE PLUS
MOBILE PHONES
30

25

20

15
PREFERRINGA PARTICULAR
10 ONE PLUS MOBILE PHONES

0
product design of width and quality
range products depth of the
products

Bibliography
Books

• Principles of Marketing – Philip Kotler

59 | Page
 • Special Studies in Marketing- Romeo Mascarenhas

Websites

• http://www.Exchangeformedia.com
• http://www.Agencyfaqs.com
• http://www.Magindia.com
• http://www.Indiatelevision.com
• http://www.Indiainfoline.com/bschool/biz.asp
• http://www.oneplus.in

ANNEXURE QUESTIONNAIRE
1. Name:

2. Your age

a) 16-21

60 | Page
 b) 21-26

c) 26-31

d) 31-36

e) 36 and above

3. Your income

a) 15000-20000

b) 21000-25000

c) 26000-30000

d) 31000-35000

e) Above 36000

4. Which media gets your attention towards One plus mobile phones?

a) Print

b) Radio

c) Television

d) Word of mouth

5. How does a One plus mobile phones advertisement affect you?

a) Recall

b) Positive impression

c) Interest

d) Desire to purchase/explore

6. Which form of ad creates a greater impact on you?

61 | Page
 a) Just the printed words

b) Words with sound

c) Words with a visual

d) A moving action oriented ad

e) Picture depicting a scene/story

7. How long does the impact of a One plus mobile phones advertisement last on you?

a) Few hours

b) one day

c) one week

d) one month

e) More than a month

8. Does a One plus mobile phones advertisement urge you to try a new brand?

a) Yes

b) No

9. How often do you buy the same One plus mobile phones as you see in the ad?

a) Always

b) Most of the time

c) Sometimes

d) Never

10. Do you remember the hoardings if these are?

a) Near the residence

62 | Page
 b) Places visited frequently

c) On the way to work

d) Online advertisement
11. You prefer reading which newspaper?

a) The times of India

b) Hindustan times

c) The Hindu

d) The Indian express

e) The pioneer

12. Have you ever used discount coupons printed in magazines/newspaper/magazine?

a) Yes

b) no

13. How much time you spend online per day?

A) 0 hour

b) 1-2 hour

c) 3-5 hour

d) More than 5 hours

14. Which aspect of online ad is important to you?

a) Models

b) Background

c) Punch line

d) Caption

e) Photography

63 | Page
15. Does the picture of a famous personality in the online ad make you think that?

a) The product is of high quality

b) It must be expensive

c) The company must be big

d) The brand is facing intense competition

e) It does not affect you

16. How often do you listen to the online ad?

a) Everyday

b) Only while travelling/driving

c) Occasionally

d) Rarely

17. Do you find online ads attractive?

a) Yes b) no

18. Does online advertisement create an urge in you to try the brand?

a) Strong influencer

b) Keep the name at the back of mind

c) Does not matter

19. Do you refer to your friends and family before trying new One plus mobile phones?

a) Yes

b) No

20. Do you share and does your friends/family share One plus mobile phones experiences?

64 | Page
 a) Always

b) Sometimes

c) Occasionally

d) Never
21. What is the reason for preferring particular One plus mobile phones?

a) Product range

b) Design of products

c) Width and depth of the products

d) Quality

e) Price range

65 | Page