Project Report

(Submitted In Partial fulfilment for B.B.A. Honours under the University of Calcutta)

Consumer Awareness & Selling of Oppo Smartphone

Name of Candidate : Ritika Mishra

Registration No :
Name of College :
C.U. Roll No.

Jan’ 2019
 Acknowledgement
In the name of GOD, the most kind and most merciful.

First of all I’m grateful to ALMIGHTY, who bestowed me with health, abilities and
guidance to complete the project in a successful manner, and without HIS help I was
unable to perform this task.

More than anybody else, I would like to acknowledge my project advisor, Mr.
Kaushik Banerjee, Lecture, BBA for his never ending support and untiring efforts. He
was always there to guide me whenever I felt stuck off and his encouragement always
worked as moral booster for me. I have found him very helpful while discussing the
tricky issues in this dissertation work. His critical comments on my work have
certainly made me think of new ideas and techniques.

I am thankful to all my class fellows and all other friends who help me during the
project when problem arises.

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 Executive Summary
The main objective of the survey was to know the position of oppo mobile in market
and present scenario of mobile in the market. I have organized an event for customer
awareness and done the auditting in shops and helped dealer to open new shop for
increase in sales.

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Table of Content

Acknowledgement.............................................................................................

Executive Summary..........................................................................................

Chapter1: Introduction......................................................................................

Chapter2: INTERNATIONAL & NATIONAL SCENARIO..................................

Chapter3: Analysis & Findings.......................................................................

Chapter4: Conclusion, Limitation & Recommendation...............................

QUSENTIONNAIRE……….................................................................................

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 Chapter 1 : Introduction
Consumer awareness:

Consumer awareness, which refers to a buyer's knowledge of a particular

product or company, allows the buyer to get the most from what he buys.
Consumers know more about their choices when they have product
information and benefit from knowing their rights, hearing about alerts and
warnings and finding out about safety issues.

Need and importance of consumer awareness :

1. To achieve maximum satisfaction The income of every individual is

limited. He wants to buy maximum goods and services with his
income. He gets full satisfaction only by this limited adjustment.
Therefore it is necessary that he should get the goods which are
measured appropriately and he should not be cheated in any way. For
this he should be made aware.
2. Protection against exploitation : Producers and sellers exploit the
consumers in many ways as underweighting, taking more price than
the market price, selling duplicate goods etc. Big companies through
their advertisement also mislead the consumers. Consumer awareness
shields them from the exploitation by producers and sellers.
3. Control over consumption of harmful goods : There are several such
goods available in market which cause harm to some consumers. For
example we can take goods like cigarette, tobacco, liquor etc. The
consumer education and awareness motivate people not to purchase
such goods which are very harmful for them.
4. Motivation for saving : The awareness controls people from wastage
of money and extravagancy and inspire them to take right decision.
Such consumers are not attracted by sale, concession, free gifts,
attractive packing etc due to which people can use their income in a
right way and can save money.
5. Knowledge regarding solution of problems : The consumers are
cheated due to illiteracy, innocence and lack of information.
Therefore it becomes necessary that the information about their rights
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 should be provided to them so that they cannot be cheated by
producers and sellers. Through consumer awareness they are also
made known to the proceedings of laws so that they can solve their
problems.
6. Construction of healthy society : Every member of the society is a
consumer. So, if the consumer is aware and rationale, then complete
society becomes healthy and alert towards their rights.

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Company Profile :

OPPO is a global electronics and technology service provider that delivers

the latest and most exquisite mobile electronic devices in over 20 countries,
including the United States, China, Australia and many countries
throughout Europe, Southeast Asia, South Asia, the Middle East and
Africa. OPPO is dedicated to delivering customers with the most
extraordinary mobile experience through meticulous designs and smart
technology.

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OPPO Global Business

OPPO is relentless in the pursuit of the latest technology, the highest

hardware quality standards and in delivering the best user experience
possible. We design, manufacture, and promote our own products to assure
customers of reliable and the highest end products possible from beginning
to end.

Since its founding in 2004, OPPO has consistently strived to deliver users
this ideology across the globe. Having successfully entered into the mobile
phone market in 2008, OPPO began looking at expansion into international
markets in 2010 and opened its first overseas business in April of 2010 in
Thailand.

Today, OPPO is present in 21 markets worldwide. From the start, OPPO’s

products have pushed boundaries. As OPPO continues to expand into new
markets, the goal of making our products more accessible around the globe
without compromising product service and quality has never been clearer.

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Culture and philosophy:

At OPPO, we believe that true innovation is all about changing, renewing

or creating more effective products that make life simpler. A core part of
OPPO’s company culture lies in its commitment to working with its fans to
develop and deliver the best products possible, through openness to
customer feedback.

OPPO's brand philosophy is summed up in the phrase “The art of

technology”. It conveys our business principles of honesty, integrity and
ethics. OPPO is consistent in its determination to not only do things right,
but also to do the right thing in any given situation.

OPPO is wholeheartedly inspired by its customers. OPPO co-develops

products with customers based on their feedback on both the hardware and
software user experience. OPPO has adopted a strategy of rapid release for
smartphone development, releasing firmware updates as well as expanding
its reach and service across the globe.

OPPO is continually striving to impress and capture young hearts with

elegant trendsetting design, excellent user experience, customer-centered
product development, quality service, and most importantly an attitude of
the relentless pursuit for perfection.

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R&D and Manufacturing:

With a uniquely independent R&D capacity, OPPO designs, develops, manufactures,

markets and sells its products with full control over the entire supply chain. This
ranges from the factories to the hands of customers and while only using the highest
quality components available. This ensures OPPO can design with the end product in
mind and ensure that only the best possible quality products reach the customers. The
company operates to the highest quality assurance standards from rigorous design
reviews through to scientific solution verification.

A key part of OPPO’s strategy is to establish long term alliances with the most
influential and wide reaching international partners, such as Qualcomm to ensure that
OPPO has the latest and best hardware available.

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Objectives:

Objective of the Study:

Study on Consumer Awareness and Sales of Oppo Smartphone Project on consumer

awareness of Oppo Smartphone was carried out by me through organizing survey.

The objectives for studying consumer behaviour towards Oppo smartphones were –

 To test the effectiveness of the communication of the offers to the consumers

 To test the awareness level among public with respect to offers of Oppo
 To assess the attractiveness of the offers to customers at Oppo
 To sell Oppo Products when crowd was huge in the store

Key challenges for OPPO:

 Brand awareness is there, but still lacks motivation for purchase consideration on
much level.

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Research Methodology:

Methods and procedures: Every Research work should be conducted through a

specific and predetermined methodology to explore an effective research outcome.
The nature of the study is a qualitative research. It has been conducted with a
methodology and the laments of methodology are as following:
 Primary sources
 Secondary sources

Primary sources:

 Primary data have been collected by direct interviews and conversations with the
Smartphone users in the Kolkata sales region of OPPO INDIA Co. Ltd.

Secondary sources:
I collected the secondary data from following sources:

 OPPO Sales Manual.

 The website of OPPO (www.oppo.com).
 Brochure of OPPO.
 Different journals and publications related with Smartphone branding strategy.
 Other relative research papers.

Sampling: The method I have used to collect data is random sampling method. For this
I had choose 150 people. As the desired result of this report was to be able to
recommend solutions that will raise the popularity for OPPO Smartphones as a brand
in the local market, the primary sample population were the competing brands to
assess OPPO’s market position regarding certain in-focus products at the moment. The
30 secondary population in this instance was representatives of these brand
organizations in the local/regional market. In order to decide which brands are these
key competitors, local retailers and consumers along with local OPPO supervisors
were taken as another set of sample population. This done, the expertise of company
employees and partners were sought to build the overview of the current market
possibilities in lieu of the current situation of the local telecommunications industry.

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 Chapter 2: International & National Scenario

1.1 International Scenario of Mobile Industry:

The global cell phone market is expected to continue its growth momentum of 2006-
2011 and reach an estimated $334.8 billion in 2017 with a CAGR of 6.8% over the
next five years (2012-2017). Developing regions are expected to register significant
growth. Increase in population and rising urbanization in developing regions are the
key drivers for industry growth.

Lucintel, a leading global management consulting and market research firm, has
analyzed the global cell phone market. It presents its findings in its report, “Global
Cell Phone Market 2012-2017: Trend, Profit, and Forecast Analysis.” The cell phone
industry comprises establishments primarily engaged in the manufacturing of mobile
phones. The industry includes leading global cell phone handset manufacturers by
their segment revenues.

The cell phone industry is highly concentrated. The competitive landscape has
changed significantly during the last five years. Three new companies have emerged
as top five players. Motorola Mobility Holdings Inc., Ericsson, and LG Electronics
Inc. have been displaced by Apple Inc., HTC Corporation, and Research In Motion
Limited as top five players in 2011.

The cell phone industry is one of the fastest-moving industries in the world. The
market is growing rapidly with ever-emerging technologies and innovation. The
industry is highly concentrated, consisting of smartphone and feature phone segments.
The Asia Pacific (APAC) region currently dominates this industry. Lucintel’s research
indicates that the cell phone industry in Brazil, Russia, India, and China is expected to
register robust growth in the coming years due to economic development and
urbanization.

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1.2 National Scenario of Mobile Industry:

Smartphones have been taking the world by storm. Look at the mobile phone
advertisements and you will know what we are talking about. While earlier mobile
phone advertisements talked only about the product, these days they paint a picture of
society. Younger people taunting technologically-challenged older people for not
using smartphones, People finding directions on Google Maps instead of asking
people…that is how powerful smartphones are today. They have changed the face of
society and given a new definition to social status.
This situation is even more widespread in India, which is the fastest-growing
smartphone market in the world. India reportedly accounts for nearly 30 million
smartphone purchases every quarter, and this percentage keeps increasing several
times a year. According to IDC and the Ericsson Mobility Report, mobile
subscriptions in India are expected to rise to 1.4 billion by 2021.
India has a voluminous smartphone market, and this is one of the reasons why leading
smartphone makers like Apple and Samsung consider the Eastern market when
incorporating changes and new features in their devices. Since India is a huge market
for smartphones, manufacturers are aware that the wants and desires of Indian
customers will have a significant impact on sales.
That isn’t all. India is also the second-largest telecommunications market in the world
(after China), with over 1.05 billion subscribers. The mobile phone market in India has
grown exponentially in the past decade, and with the emergence of smartphones, the
growth has increased substantially. The Indian economy is also affected by
smartphone sales, with the smartphone market accounting for a significant portion of
the GDP. India is also the fourth largest economy in terms of usage of mobile
applications.
The strong and rapid growth of the smartphone market has been made possible by
several liberal policies of the Indian government, along with huge consumer demand.
The telecom industry today is among the top five employment opportunity generators
in India, creating over four million direct and indirect jobs over the next few years,
according to data released by Randstad India. Increase in smartphone sales and
internet usage along with the government’s efforts to increase the penetration of
technology in rural regions have made this possible. The IDC also predicts India to
overtake the US smartphone market in a few years’ time.
A lot of factors have contributed to the rapid growth of the Indian smartphone market,
but the two most important ones are the low cost of phones and their short shelf life.
India is a cost-conscious economy, where affordable products sell the highest. Not
surprisingly, the sub-10,000 segment of smartphones has seen the highest sales since
2012. Every smartphone maker wants to capitalize on the demand for budget devices

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with sub-10,000 offerings. From local brands like Micromax to Karbonn to foreign
brands like Samsung and HTC, budget smartphones have flooded the market.
The growth of the online market has also strongly affected the smartphone industry.
The greatest example is Chinese handset maker Xiaomi, an online brand whose
shipments to India grew by 290 per cent in the third quarter of 2017. While Samsung
shipped 9.4 million units, Xiaomi shipped 9.2 million, reducing the gap between the
market shares of the two brands. Market analysts believe that that Xiaomi could well
overtake Samsung in India.
The primary reason for the success of Xiaomi is the low-end phones packed with
incredible features. Indian customers always look for a good bargain, so the same
features that Samsung offers at the 20,000 – 30,000 range are offered by Xiaomi at the
sub-15,000 segment.
Where online brands are concerned, customers are always in for huge discounts and
deals. There are festive offers, inaugural offers, end-of-season sale, and low-cost EMIs
that enable even the lower middle class to own a smartphone. Services necessary
services have rolled out smartphone apps, driving people to learn more about the
technology in order to be able to use certain services. The convenience offered by app
cabs and food delivery apps are also major drivers among the educated middle class
for getting smartphones.
While there are more takers for the budget smartphones, big brands like Apple isn’t
too far behind either. Apple has witnessed a slowdown in global sales of the iPhone
since the past year, and this has led CEO Tim Cook to focus on India, where it has less
than 1 per cent of market share. Even though it’s a tough market for Apple, with local
and Chinese brands galore, India certainly forms an important market for the brand.
Apple has begun local production in India in early 2017, and saw 900,000 iPhone
shipments in the third quarter.
With 4G services entering the Indian market, smartphone sales are expected to be at an
all-time high. By 2025, India will have 700 million internet users, with the telecom
market touching Rs. 10 trillion. The India government has been playing a vital role in
making the country tech-savvy. Some of the policies planed by the government
include providing WiFi to 550,000 villages by March 2019 and setting up a 5G India
2020 Forum for the early deployment of 5G in India.
The smartphone market in India is strong enough to ensure a healthy competition
among new, upcoming, and existing brands. There are over 100 mobile phone brands
in India right now, and new ones are coming up every quarter. A number of factors
will ensure the market remains on an upward curve, including low smartphone
penetration, ease of foreign investment in India, and the ascendency of Long-Term
Evolution (LTE).
The Indian smartphone industry looks fertile, with new brands entering the market and
making space with the existing ones. With budget phones a big hit with the educated
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middle class, more and more brands are jostling for space in the segment. At the same
time, more expensive models are also gaining popularity. Market researchers predict
that it isn’t too difficult for India to become the leading handset market in the years to
come.

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 Chapter 03: Analysis and Findings
The sample size was of 150 people in Kolkata (WB)

1. How many male or female user of Smartphone ?

Interpretation:

From the above table it can be observed that 60% males and 40% females have been
taken in the survey

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2. Age?

Interpretation:

From the above table it can be observed that the age respondent which is Less than
18(7%), 18-22(36%), 22-26(30%), 26-30(17%), More than 30(10%)

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3. Occupation?

Interpretation:

From the above table, it can be observed that the occupation of the respondent are
college students (46%), Businessman (17%), Service (20%), others (17%)

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4. How long do you use your mobile phone?

Interpretation:

From the above table it can be observed that the respondents are using mobile phone.
Less than one year (70%), 1-2years (20%), 2-4years (7%), above 4 years (3%).

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5. What is the image of Oppo in your mind?

Interpretation

From the table it can be observed that the respondent consider Micromax as a
Economical (80%), Durable(7%), Safe Product(13%)

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 6. How much time do you spend on your mobile phone on average in a day
(calls only)?

Average spending time on mobile phone

Calling function is the main basic function of the mobile phone. From the above chart
it shows that maximum no. of respondents spend 1 to 2 hours only for communicating
from mobile phone. After that 2 to 3 hours then 30 minutes to 1 hour is heights time to
talk over the phone.

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 7. Which of these is your favourite feature?

From the above chart it again shows that the most popular Smartphone application is
internet browsing and application using and which is 60%, after that gaming is 20%,
camera is 13% and text messaging is 7%

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 8. Do you face battery charging backup problem?

Battery charging backup problem faced by respondents. From the figure it is very
clear that most of the respondents are facing battery charging backup problem. From
the respondents 80% of the respondents agreed that they are facing battery charging
backup problem.

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 9. Do you think Chinese brand mobile can compare with other brands?

Comparing perception of Chinese Smartphones with other brands.

Now days every branded Smartphone is assembled by China, that’s why the
perception of customers are changed about Chinese branded Smartphone. The impact
shows in the figure also. 56% of the respondents think that Chinese branded
Smartphone may be can compare with the other branded Smartphones. 27%
respondents thought that Chinese branded Smartphones can directly compared with
other branded Smartphones and only 17% of the respondents don’t think so.

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Observation and findings:

 From my observation and practical survey on the branding strategy of OPPO

Kolkata, I come up with some findings and some key challenges, which are given
below:

Findings for OPPO:

 Increasing number of consumers using more than one handset at a time increases
sales possibility.  Growing trend among mobile phone users to frequently purchase
new handsets to replace old models.
 Consumer base becoming more and more feature variety oriented.
 Increasing goodwill with local distributors/retailers.
 The new systematic pricing policy allows it to cut into all price segments of the
target market.
 Increasing consumer interest in high tech mobile phone accessories such as USB-
Bluetooth Device.
 Consumer base becoming more and more feature variety oriented.

Key challenges for OPPO:

 Lack of local advertising and application-oriented promotion makes for product-

illiteracy among local mark.
 Brand awareness is there, but still lacks motivation for purchase consideration on
much level.
 Lack of distributive expansion to all areas of the country.

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 Chapter 04: Conclusion & Suggestion

Conclusion:

Excellent product quality:

This refers to the product ability to satisfy consumers or customers need, both
functionally and emotionally. This is the most important factor if a brand is to be a
winning brand. Users are getting smarter in their choice and will not make purchase
decision if they don’t trust in the quality of the product presented to them.

Comprehensive and thorough communication:

Hitting the right communication channel and effectively delivering the message to
potential buyers contributes to the success of a brand. Even for a good product, if no
one knows about it, talks about it or discuss about it, then the chance of failure for that
product is really high. Considering the case of iPhone for example although there has
been a lot of negative feedback about the product recently, however, every time a new
version of iPhone is launched, the world holds it breath and eagerly waits to see the
great invention of Apple. This is achieving through mastery in communication.
Despite that, the product must be strong, reliable and good all by itself in order for
consumers to test out and trust what being said in the communication channel.

With that being said, to be on top, OPPO must perform two critical tasks: design a
great product and build up a communication plan for it. Design of the product would
come straight from the need or expectation of the market. Consumers no longer want
to buy what marketers sell to them; instead they want to buy things to solve their need.
Therefore OPPO must base on the need in the market to come up with an idea or
solution those consumers or customers would buy. Next would be to build up a
strategy, marketing strategy, communication strategy, and so on. At the heart of all
those activities is the brand positioning.

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Limitation of the report:

 In every study there have some limitations and in my report there are some
limitations. I did customers and visitors survey for my report. Some information gaps
and limitation which is given below:
 It was hard to find out branding strategy used by OPPO India Co. Ltd. because they
are not sharing information much and some information I have to find my practical
observation.
 Time limitation is another fact that’s why my survey quantity is limited. I figure out
some information with informal talk with employees or officers which are every
telecommunication company have some banding policy and connection with markets
so that I can’t find out proper outcome of my questionnaire.

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Suggestion:

 In order to make recommendation about developing brand strategy for OPPO India
Co. Ltd. toward the business community, the first thing must be done is to identify
problems that OPPO brand is currently facing. Base on the analysis and survey
valuable information and insights are extracted to point out weaknesses in the way
OPPO manages its brand.
 Using the CBBE model as a guideline for analysis, weaknesses in each brand
building block are brought out for discussion in order to suggest solutions which is
addressed below-
 Brand salience: From the findings it can be seen that business has very
shallow understanding about OPPO brand. Most of them only know about
some general information such as OPPO is giant Chinese brand making high
tech Smartphones. The reason for such low level of awareness in other
functions is the lack of communication. OPPO does not have any formal
channels to communicate with the consumer community other than its
website. In addition to that, most marketing budget is used to spend on
branding.
 Brand performance: OPPO brand performance is made up by the quality of
its Smartphones and its innovative features and functions. For the functions,
although OPPO has some valuable achievement already likes VOOC rapid
charge, still they are not widely recognized by the consumer community
which is a huge waste for opportunities to make good impression and build
up the brand reputation for comprehensive performance at all fronts.
 Brand image: General comments about OPPO brand image as a Smartphone
is good. However, due to some negative impression about Chinese branded
Smartphones, OPPO is still far away from developing its image as a reliable
brand. Moreover, business perception about OPPO is that it is just a Chinese
branded Smartphone. As for that, the consumer has bad perception about
OPPO ever since which largely affects the brand image and the products, to
build up relationship with the consumers and it would be challenging for
OPPO to apply for the company.
 Brand judgment: Since the brand reputation is built up by the perception
about quality of OPPO Smartphone, OPPO mainly focus on those two
things. The main problem is that consumer is getting more option to choose
their brand. Therefore their judgments are mostly related about the product
quality, product performance which can be linked directly to consumer’s
mind satisfaction. Since the organization not only responsible for this, but
also the performance of the product, OPPO has not done a good job in
building a strong and appropriate communication channel for its products,
which largely affects the total OPPO brand reputation.

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  Brand feeling: As mentioned above, if the product quality is not satisfactory
and the product will not go with the image of the consumer then their feeling
toward OPPO is that this is not the right product to choose and also not a
safe place to set up a long term relationship. However, if OPPO able to fix
that through designing and integrating market research and consulting with
end users about the market trend then a huge competitive advantage would
be made which could set OPPO above all others.
 Brand resonance: In short, OPPO India Co. Ltd. is having some problems
with its brand in term of product performance and effective communication.
First of all the high tech Smartphone’s performance is better but the low
range product performance is not satisfactory that’s why OPPO must have to
be careful about this and next the lack of communication makes OPPO less
known to consumer, especially in term of other functions and features that it
provides. In addition to that, the confusing brand name and lack of clear
point of differentiation hinder OPPO’s ability to make its brand stand out of
the crowd. Lastly, without an effective communication channel, OPPO has
not been able to project its image as a branded Smartphone.

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 QUSENTIONNAIRE
Study of mobile market for oppo Informatics with special reference to Kolkata
NAME: ______________________

1. Gender
 Male
 Female

2. Your Age
 Less than 18
 18-22
 22-26
 26-30
 More than 30

3. Occupation
 College
 Business
 Service

4. How long do you use your mobile phone?

 Less than 1 year
 1-2 Year
 2-4 Year
 More than 4 Year

5. What is the image of oppo in your mind?

 Economical
 Safe Product
 Durable

6. How much time do you spend on your mobile phone on average in a day (calls
only)?
 Less than 30 minutes
 From 30 minutes to 1 hour
 From 1 to 2 hour
 From 2 to 3 hour
 More than 3 hour 48

7. Which of these is your favorite feature?

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  Camera
 Gaming
 Internet browsing
 Text messaging

8. Do you face battery charging backup problem?

 Yes
 No

9. Do you think Chinese brand mobile can compare with other brands
 Yes
 No
 May be

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