OPPO, VIVO & One plus :- Chinese mobile product :- Aggressive promotional strategy

Oppo, VIVO & One plus :- (Branded CHINA ORIGIN )- By SAME CHINESE MOBILE PARENT COMPANY :- Extremely Aggressive promotional strategy :- ************************************************************************** Promotional Strategies:- 1. Push By Shopkeepers 2. Commission / Margin to Shopkeepers. (15-16% rather than 5-6%) 3. Brainwash of the customers by the shopkeepers 4. Celebrity endorsement:- (glamour quotient):- Hrithik Roshan, Sonam Kapoor, Deepika Padukon, Yuvraj Singh, 5. Camera phone 6. Selfie expert. :- OPPO has focused on a very common but a massy feature. 7. Shops 8. Hoarding 9. Sports sponsorship :-Indian Cricket team, IPL, 100 crores in offline and online promotions, for ICC WT20. 10. 360-degree approach :- TV, digital, social media, print OOH, etc 11. Advt on/in Buses and metro. 12. Sponsorhip to TV shows / Serials:- tying up with TV show Big Boss 13. Offline Sales : -(80% offline and 20% online) ********************************************************************** India is now the second largest smartphone market in terms of active unique smartphone users, with the total base crossing 220 million users. India, the fastest growing smartphone markets in the Asia Pacific region, saw 103.6 million smartphones being shipped in 2015 – an increase of 28.8 percent as compared to 2014. India has lot of potential as smartphone penetration of the total potential population is still below 30 percent. India clocked a 14.2 percent growth in smartphone shipments in Q1 2017. ********************************************************************** Market Share:- Samsung leads the Rs 10,000-20,000 price segment, with 23% share as of January-March, with Oppo and Vivo closely behind at 20% and 18%, respectively. In the sub-Rs 10,000 segment, Samsung leads with 28% share, followed by Xiaomi (14%), Micromax (10%) and Vivo (8%). Target Market Segment: Oppo:- Rs 10,000-20,000 VIVO:- 7,000-15,000. *********************************************************************** Chinese smartphone maker OPPO entered India in 2014. OnePlus, Oppo, and Vivo all three brands are subsidiaries of one Chinese mega company BBK Electronics, Oppo’s phone has been the third highest selling phone in the world after Apple 7 and 7s in Q1 2017. Oppo and Vivo about Rs 2,200 crore on marketing this year. would exceed the marketing budget of Samsung, LG, Videocon, and Sony. Goal is expand their sales network by 25% through non-conventional stores, such as cellphone recharge and repair outlets, and consumer electronic stores. Oppo-Vivo are focusing on volume sales, paying retailers upfront for prominent signages and branding for the next 1-2 years and even offering 5-10% more margin to retailers and shopfloor sales promoters Oppo and Vivo are taking up all outdoor advertising space that is available in the market. Company spending more than Rs 20 crore each on outdoor media in large cities Future plan of sales through ecommerce marketplaces such as Amazon and Flipkart Oppo wants to expand their service center network to 550 centers. 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. OPPO also signed a four-year deal with ICC (deal cost approx. Rs 225 crore) to become the Official Global Partner worldwide for the mobile phone category. Campaign:- “Cheer for India” a 360-degree marketing campaign to bring cricket fans closer OPPO is investing in building the brand in India by investing money on brand promotion, channel development and have been focusing a lot on building their offline network. For offline market, this year OPPO is targeting 35,000 sales outlets in India in 2016.” Social Charity Campaign:- Charity campaign named “Game on, Selfie on” in association with Yuvraj’s YouWeCan foundation on the brand’s social media platforms. “The brand objective is to bring hope to the society and create awareness about cancer OPPO planned to spend 10 times more on marketing in 2016 compared to 2015 it took Oppo all but five years to become China's second most profitable company and rank among the country's leading smartphone makers – the likes of ZTE, Huawei, Lenovo, and Xiaomi. ****************************************************************************** BBK Electronics Capability:- Parent company With manufacturing factories spread over 10 hectares of land and more than 17,00 employees, it's safe to say that BBK has the resources needed to tackle the management of four smartphone-making powerhouses. ********************************************************************** Reason to to enter into smart phones: in 2008 – basically when the strong iPhone sales showed everyone into technology where all the money is going... for the next eight years, Overtake Samsung in next 1 year. To increase 25% sale through shops/stores. Source:- Newspapers:- Economic times, TOI, ET, Brand Equity, Quora, gizmochina,telecomtalk