See discussions, stats, and author profiles for this publication at: https://www.researchgate.

net/publication/353322714

Studying Marketing Strategies of Oppo Mobiles

Article · June 2021

CITATIONS READS
0 1,813

2 authors, including:

Dileep Kumar Singh

AMITY UNIVERSITY RAIPUR CHHATTISGARH
15 PUBLICATIONS   0 CITATIONS   

SEE PROFILE

All content following this page was uploaded by Dileep Kumar Singh on 18 July 2021.

The user has requested enhancement of the downloaded file.

 International Journal of Commerce and Management Studies (IJCAMS)
Peer Reviewed, Indexed Journal, ISSN 2456-3684
Vol.6, No.2, 2021, www.ijcams.com

Studying Marketing Strategies of Oppo Mobiles

Author – Dr. Dileep Kumar Singh

Affiliation – Amity Business School, Amity University Chhattisgarh

Email- [email protected]

Abstract- In recent years, the number of internet-enabled VIVO, and Xiaomi are among the fastest-growing
gadgets, such as smart phones, has exploded, making it easier to Chinese mobile companies, with the distance between
complete a variety of activities online. Shopping is one of the
them and Apple and Samsung progressively closing.
most popular activity on these internet sites. Smart phones are, in
fact, changing the landscape of consumption, moving away from
traditional physical stores and toward digital consumption of
By the end of June 2017, data consumption on Indian
goods and services. Despite the abundance of theoretical and telecom providers' networks (excluding Reliance Jio)
empirical studies on the Smart phone market, there are few studies had quadrupled in six months to 359 petabytes or 3.7
on how mobile phone gadgets increase and enable consumption million gigabytes per month, with 4G data usage share
from physical to online market. increasing to 34%. According to Industry Research
Store, the Indian telecommunications services market
Keywords: Marketing Strategies, Smartphone features,
Consumer Buying Behaviour would likely increase by 10.3% year on year to reach
US$ 103.9 billion by 2020.
Introduction
Purpose of the Study
By 2020, the mobile sector is anticipated to generate
Rs 14 trillion (US$ 217.37 billion) in overall The goal of our study is to learn how OPPO Mobiles
economic value. During this time, India will produce Mu. Pvt. Ltd. develops, plans, and implements
around 3 million direct and 2 million indirect job relevant marketing strategies in Sales and Marketing
opportunities. The second-largest smart phone market that are result-oriented and include economic
in the world, with shipments up 23% year-on-year. In viability.
the third quarter of 2017, sales increased by over 40%
Review of Literature
year on year, reaching more over 40 million units.
Brands like Apple, Nokia, Samsung, Motorola, "The strategy that specifies broad principles for
Blackberry, and Sony Ericsson have long had a achieving objectives connected to specific SBUs and
dominant position in the mobile industry before the target markets," according to Camra (1995). This
development of smart phones. comprises the major marketing budgets, marketing
functions, and resource allocation in this sector. These
The official introduction of the iPhone 4 in June 2010
include, for example, Decision: Segmentation,
signaled the start of a new era in the mobile industry.
positioning, and communication methods. Marketing
Nokia, Motorola, Blackberry, Sony Ericsson, and
strategies as they relate to a marketing plan are
other brands have all departed from the market in the
defined as follows: This is one of the parts that
last few years or have experienced mergers and
incorporates the marketing strategy and has its own
acquisitions one after the other (Zhou, & Liu, 2017).
goal of presenting an action plan. Which will be
In the worldwide smart phone market, Apple and
employed to achieve the marketing plan’s objectives?
Samsung owned the bulk of the market share. Due to
advancements in science and technology, notably Bankar (1994): Establishing the aim or objective of a
communications technology, China's mobile sector strategic business unit and achieving it through
has matured over the last two years. Huawei, OPPO, marketing function management. “
1 Page
 International Journal of Commerce and Management Studies (IJCAMS)
Peer Reviewed, Indexed Journal, ISSN 2456-3684
Vol.6, No.2, 2021, www.ijcams.com

“Marketing strategy sets the road for a desired future,” Research Methodology
says Sudharan (1995). A marketing strategy statement
is a sort of marketing strategy analysis and choice (or Objectives
strategic marketing decision). Muneera and Rodrguez
1. To explore the factors affecting purchase
(1998) define competitive advantage as "a technique
decision.
of analysis that demonstrates knowledge of consumer
2. To find out the sources from your customer
demands and predictions of future choices (ours and
seek information.
rivals) in order to create a long-term (sustainable) and
3. To investigate the price preference of
defensive competitive advantage." Marketing
customers
strategies are the methods through which a business
achieves its marketing objectives, and they typically Sample Size Sample size of 100 users we’ve taken
have a link with the firm's marketing objectives. from different users in terms of priority while buying.
Male and female both included in this research.
Baugh: Strategy is defined as a set of consistent,
logical, and feasible principles by which a firm Sampling frame – Residents of Amravati district
intends to accomplish long-term customer and profit under Maharashtra state (India)
goals in a competitive market.
Sampling method: Convenient Sampling
According to Bradley (2003), a marketing strategy is a
globally integrated but externally oriented collection Research Instruments: Questionnaire, Surveys,
of actions that a business uses to address its Observation & Interview
consumers in the context of a competitive
marketplace.

Data Analysis

1. Gender?

No. of respondents
Gender Percentage
Male 64 64
Female 36 36
2.Age

Age category Number of respondents Percentage

< 18 8 8
18-24 36 36
24-30 48 48

>30 8 8
2 Page
 International Journal of Commerce and Management Studies (IJCAMS)
Peer Reviewed, Indexed Journal, ISSN 2456-3684
Vol.6, No.2, 2021, www.ijcams.com

3 Per month income?

Income Number of respondents Percentage

<15,000 40 40
15,000-30,000 46 46
>30,000 14 14

4. While buying smartphones which factor influence you?

Factors Strong Good Avg LessNo

Influence Influence Influence Influence influence

Brand Image & 58 36 6 - -

Quality
Look & Feel (Aesthetics) 70 22 8 - -

Innovative features like notch, 76 24 - - -

camera, quad cam

Connectivity & Compatibility 80 10 6 4 2

Latest Operating System 66 26 8 - -

Pricing 60 30 10 - -

3 Page
 International Journal of Commerce and Management Studies (IJCAMS)
Peer Reviewed, Indexed Journal, ISSN 2456-3684
Vol.6, No.2, 2021, www.ijcams.com

5. After what time you change your smartphone?

Time Number of respondents Percentage

<6 Months 12 12

6-12 Months 40 40

More than a year 48 48

4 Page
 International Journal of Commerce and Management Studies (IJCAMS)
Peer Reviewed, Indexed Journal, ISSN 2456-3684
Vol.6, No.2, 2021, www.ijcams.com

6. From where you become aware about OPPO brand first time?
Media Number of Percentage
respondents

Ads 14 14

Magazines 4 4

TV 52 52

Store sign board 30 30

7. How much money you want to spend for a new smartphone in future?
Budget Number of Percentage
respondents

<10,000 38 38

10,000-20,000 46 46

20,000-40,000 10 10

>40,000 6 6

5 Page
 International Journal of Commerce and Management Studies (IJCAMS)
Peer Reviewed, Indexed Journal, ISSN 2456-3684
Vol.6, No.2, 2021, www.ijcams.com

8. Rate OPPO stores in following factors

Factors Excellent Average Bad

Expertise of Sales Staff 70 24 6

Value Added Services 58 34 8

Store Layout 82 16 2

Range of product and 86 14 -

services

Customer service level 74 12 14

6 Page
 International Journal of Commerce and Management Studies (IJCAMS)
Peer Reviewed, Indexed Journal, ISSN 2456-3684
Vol.6, No.2, 2021, www.ijcams.com

9. From where you would like to buy Smartphone

Particulars Number of percentage

respondents

Brand Strore 23 46
Multi brand shop 12 24
Online 12 24
Others 3 6

FINDINGS & SUGGESTIONS References:

Most of the respondents are well known
• American Marketing Association.
about OPPO as it is the giant brand. Oppo
(2021). About AMA. Retrieved March
is generally known for its innovation and
10, 2021, from
trending specifications. Since OPPO
https://www.ama.org/AboutAMA/Pag
entered in market OPPO has done
es/Definition-of-Marketing.aspx
exceptionally well in order to capture the
•
maximum sales share. Because of India
• Chadwick, J. (2021). China's Smart
china controversy Indian mobile market
Phone Market Slips 4.9 Percent in
gets affected.
2021: IDC. ZDNet. Retrieved March
Chinese companies should educate its
3, 2021, from
customer base about their contribution
https://www.zdnet.com/article/chinas-
towards “Make in India”.
smartphone-market-declined-15-7-
OPPO use colour OS in his phone which percent-for- q4-2021-idc/
has fantastic features and popular as well • Eren Kocyigit, Phd. (2021).
and the technology named VOOC flash Marketing, Its Scope, Philosophical
charge is exceptionally rocking in Foundations and Needed Reforms.
market but still some of the users and Retrieved March 10, 2021, from
other brand users are not aware of this http://erenkocyigit.com/marketing-
feature because of popularity of Android scope-philosophical-foundations-
and iOS. No doubt iOS and Android are needed-reforms/
the best operating systems and getting • Kotler, P., & Keller, K. (2021).
good response in Indian market also. Marketing Management. 14th ed. New
OPPO should launch low range models Jersey: Pearson Education,Inc.
in order to increase his market share • Liang, L. (2021). Application of 4P
otherwise company can face some Theory in OPPO Marketing Strategy.
serious problems in future because Market Conditions, 18, 279
Indian market has mostly low-end • MARKETING91. (2021). Marketing
Smartphone demand. Mix of OPPO – OPPO Marketing
Mix. Retrieved March 30, 2021, from
https://www.marketing91.com/marketing-mix-oppo/
7 Page
 International Journal of Commerce and Management Studies (IJCAMS)
Peer Reviewed, Indexed Journal, ISSN 2456-3684
Vol.6, No.2, 2021, www.ijcams.com

• NewsKj.org. (2021). IDC Released a • Sohu.com. (2021). IDC Released a

Report on Global Smart Phone Global Mobile Phone Market Data
Shipments in 2021 with a Total Report, and this Chinese Company Lit
Shipment Volume of 1.462 Billion. Up. Sohu Science and Technology.
Retrieved March 10, 2021, from Retrieved March 10, 2021,
http://www.newskj.org/kjcy/2018030 http://www.sohu.com/a/220578617_2
1109689.html 06145
• Scientific China. (2021). OPPO Got • Sohu.com. (2021). OPPO’s full of
the Naming Right of "Who's the variety marketing patterns, have you
Murderer III" again, The Favourite Of ever got infected.
The Young People In Favour Of • Retrieved April 10, 2021, from
Famous Detectives. Retrieved April 1, http://www.sohu.com/a/158401204_6
2021, from 1 09520 Sohu.com. (2017). OPPO R11s
• http://science.china.com.cn/2017- Weibo Marketing, Why Yi
09/08/content_40005453.htm Yangqianxi Makes the Greatest

8 Page

View publication stats