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    One Plus Positional Strategies

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    Manan Mehta
    One Plus is a Chinese smartphone company that has grown significantly in the Indian market since 2014. It used penetration and go-to-market strategies, including affordable pricing, annual device releases, online-only sales, and word-of-mouth marketing. By 2018, One Plus had become the #3 premium smartphone brand in India. It has since expanded distribution and used celebrity endorsements. By 2019, One Plus became the leading premium smartphone company in India in terms of revenue and was the first to ship over 2 million premium phones in a single year.

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    One Plus Positional Strategies

    Uploaded by

    Manan Mehta
    78 views12 pages
    One Plus is a Chinese smartphone company that has grown significantly in the Indian market since 2014. It used penetration and go-to-market strategies, including affordable pricing, annual device releases, online-only sales, and word-of-mouth marketing. By 2018, One Plus had become the #3 premium smartphone brand in India. It has since expanded distribution and used celebrity endorsements. By 2019, One Plus became the leading premium smartphone company in India in terms of revenue and was the first to ship over 2 million premium phones in a single year.

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    One Plus is a Chinese smartphone company that has grown significantly in the Indian market since 2014. It used penetration and go-to-market strategies, including affordable pricing, annual device releases, online-only sales, and word-of-mouth marketing. By 2018, One Plus had become the #3 premium smartphone brand in India. It has since expanded distribution and used celebrity endorsements. By 2019, One Plus became the leading premium smartphone company in India in terms of revenue and was the first to ship over 2 million premium phones in a single year.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    78 views12 pages

    One Plus Positional Strategies

    Uploaded by

    Manan Mehta
    One Plus is a Chinese smartphone company that has grown significantly in the Indian market since 2014. It used penetration and go-to-market strategies, including affordable pricing, annual device releases, online-only sales, and word-of-mouth marketing. By 2018, One Plus had become the #3 premium smartphone brand in India. It has since expanded distribution and used celebrity endorsements. By 2019, One Plus became the leading premium smartphone company in India in terms of revenue and was the first to ship over 2 million premium phones in a single year.

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    of 12

    A Presentation by Manan Mehta

    Content

    • About “One Plus”


    • Timeline of Growth in Indian Market
    • Market Share
    • Positional Strategies used by “One Plus”-
    “Penetration” and “Go To Market”
    • Execution in Indian Market
    • Conclusion
    About “One Plus”
    • Conception- 16 Dec’ 2013, by Pete Lau and Carl Pei
    • Headquarters- Shenzhen, China
    • Parent Org- BBK Electronics
    • Present in the industry of consumer electronics, largely dominating the market of smartphones.
    • 3000+ employees and presence in 34 countries across the globe.
    • Revenue- $1.4 billion (FY2018-19)
    Timeline of Growth in Indian Market
    Launch of One Plus 3,
    and the company Amitabh Bacchann
    gains #3 spot in becomes the brand One Plus diversifies
    Launch of first handset premium smartphones ambassador of One into other consumer
    in India in Indian market Plus electronic products

    Dec. 2014 May 2018 Apr. 2019

    Apr. 2014 Aug. 2016 June 2018 Aug. 2019

    India became one of Launch of the One Plus becomes the


    the seven countries “phenomenal” One leading premium
    with maximum One Plus 6 smartphone company
    Plus sales in India, in terms of
    revenue
    Market Share (2018, Indian Market)
    Positional Strategies used by
    “One Plus”- Penetration Strategy
    • Affordable Pricing and High Specifications
    • Uses concept of “One device per year”
    • Laid entry in India through Amazon and focused
    entirely on online marketing.
    • Attractive pricing followed with miscellaneous
    features
    • Maintained success through social media marketing
    and focus strategy.
    • Word of Mouth- A significant parameter towards
    success in Indian market
    • Tagline- “The Brand of the People, by the
    People, and for the People.”
    • One Plus entered physical stores amid its launch
    of One Plus 3T in India.
    “Go To • Used limited editions of smartphones in order to
    lure premium customers and invite “premium
    Market” pricing strategy”.
    Strategy • Used advertisements on televisions, print media,
    etc. after having an existing presence on
    Amazon.
    • Celebrity endorsements- Amitabh Bacchann
    (One Plus 6 series) and Robert Downey Jr. (One
    Plus 7 series).
    Execution in Indian
    Market

    • Usage of Focus Strategy- A massive


    success
    • Attractive pricing strategy with the best of
    specifications provided
    • Marvellous after sales service
    • Celebrity endorsements and co-branding
    with “Marvel” and “Star Wars” helped
    them get a foothold.
    • Mass advertising using ATL, BTL and TTL
    techniques.
    Time to achieve Market Leadership

    • OnePlus also became the


    first ever premium
    smartphone brand to cross
    two million shipments in a
    year in 2019.
    • People in the category of
    Innovators and Early
    Adopters prefer buying
    smartphones of OnePlus.
    Conclusion (Personal
    Analysis)
    • OnePlus is the leading premium smartphone
    company in Indian market (as per sales).

    • One Plus positioned into minds of Indian


    consumers using “Penetration” and “Go to
    Market” strategy, which helped them focus on a
    niche target group and laid attractive pricing to
    lure them.

    • Celebrity endorsement and mass advertising


    always helped their product launch in Indian
    market.
    THANK YOU

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