A

PROJECT REPORT
ON

“A STUDY ON MARKETING STRATERGY OF ONE PLUS AND ITS EFFECTS

ON CONSUMERS”

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE

AWARD OF DEGREE OF MASTER OF MANAGEMENT STUDIES (MMS)
UNDER UNIVERSITY OF MUMBAI.

SUBMITTED BY:
Mr. ANAND WALCHAND SHINDE

PRN NO.: 222081037

BATCH NO: 2022-2024

UNDER THE GUIDANCE OF

Dr. N. Mahesh

ANNASAHEB CHUDAMAN PATIL COLLEGE OF ENGINEERING,

MANAGEMENT STUDIES AND RESEARCH, KHARGHAR.

Plot No.17, Sector 4, Kharghar, Navi Mumbai-410210

Phone No (022 27863644, 27745722, 27745732
Email: principle@acpce.org Website: www.acpce.org Fax No: 91-22-27575732
 GUIDE CERTIFIACTE

This is to certify that Mr. ANAND WALCHAND SHINDE student of Master of

Management Studies (MMS) has undergone and complete his project under my
guidance and prepared a project report titled "A STUDY ON MARKETING
STRATERGY OF ONE PLUS AND ITS EFFECTS ON CONSUMERS" as
partial fulfilment of requirement of degree of Masters of Management Studies of
university of Mumbai for the academic year 2022-2024.

Dr. N. Mahesh
Project guide

Date.

Place: Navi Mumbai

 COLLEGE CERTIFICATE

This to certify that Mr. ANAND SHINDE student of Master of Management

Studies (MMS) has undergone and completed his project titled "A STUDY ON
MARKETING STRATERGY OF ONE PLUS AND ITS EFFECTS ON
CONSUMERS " as a partial fulfilment of requirement of degree of Masters of
Management Studies from university of Mumbai for the academic year 2022-2024.

Dr. N. Mahesh Dr. Vijay Kumar Pawar

Professor & HOD Principal
 DECLARATION

I, hereby declare that his research project report entitled “A STUDY ON

MARKETING STRATERGY OF ONE PLUS AND ITS EFFECTS ON
CONSUMERS" is record of work carried by me under the guidance of Dr N.
Mahesh as a partial fulfilment of award of degree in MMS.

I also hereby declare that this project report is a result of my own effort and being
submitted at any time to other university or institute for the award of any degree or
diploma.

MR. ANAND SHINDE

Date:

Place: Navi Mumbai

 ACKNOWLEDGEMENT

I have great pleasure in submitting this project report entitled "A STUDY ON
MARKETING STRATERGY OF ONE PLUS AND ITS EFFECTS ON
CONSUMERS"

I would like to express my sincere thanks to Dr. Vijay Kumar N Pawar, Principal
A.C. Patil College of Engineering, Management Studies & Research, for providing
me this opportunity.

The completion of this project work is a milestone in students' life and its execution
is inevitable in the hands of guide. I would like to acknowledge with much
appreciation Dr N. Mahesh, Prof. & HOD for helping in the execution and
preparation of the project

My sincere thanks Prof. Abhijeet Salunke for helping me to complete my project

MR. ANAND SHINDE

 Executive Summary

The project "A STUDY ON MARKETING STRATEGY OF ONE PLUS AND ITS
EFFECTS ON CONSUMERS" delves into the intricate world of marketing
strategies, which serve as the bedrock for meeting market needs and achieving
objectives. These strategies, honed over years, guide present tactical actions,
evolving dynamically to blend planned initiatives with spontaneous adaptations.
They entail exhaustive analysis of internal and external factors, drawing insights
from the marketing mix, customer behavior, and industry trends. Strategic models
such as Porter's generic strategies and the Ansoff Matrix inform decision-making,
while real-life marketing relies on intuition and experience to navigate complexities,
driving businesses towards growth opportunities and effective market positioning.

In this context, effective advertisement emerges as a pivotal force in shaping

consumer attitudes towards both the advertisement itself and the promoted products
or services. Positive emotions evoked by an advertisement directly influence
consumer perceptions of the offering, with the perceived quality and efficacy of the
advertisement further impacting attitudes. Consumer responses to advertisements
vary, ranging from favorable attitudes leading to changed consumption behaviors to
dissatisfaction breeding resistance towards the product. Addressing consumer
concerns promptly becomes crucial to maintain trust and prevent reputational
damage, highlighting the significance of understanding how advertisements
influence consumer attitudes and fostering positive relationships with customers.

Furthermore, marketing objectives act as guiding principles for businesses aiming

to promote their products or services effectively within specific timeframes.
Employing the SMART approach ensures clarity and success in managing marketing
activities, streamlining efforts through quantifying objectives, assessing feasibility,
and setting timelines. Comprehensive research methodologies utilizing both primary
and secondary data sources provide valuable insights into consumer behavior,
market trends, and competitive dynamics, enabling businesses to refine their
strategies effectively.
The findings of the study underscore the significant preference of consumers for One
plus products and the perceived effectiveness of the company's advertisements in
spreading awareness. Consumers highly value the logo, slogan, and message
conveyed in the ads, attributing them to the brand's recall value. However, areas for
improvement include enhancing after-sales service, innovating advertising strategies
focusing on value propositions, and expanding the reach of service centers and
marketing efforts. Additionally, catering to different demographics' preferences and
continual innovation in advertising and merchandise are recommended for sustained
growth and brand appeal.

In conclusion, the study emphasizes the imperative for One plus to expand into rural
markets, prioritize customer service, and leverage value propositions for loyalty and
market leadership. Continuous investment in R&D, brand recall efforts, and
innovation in merchandising and advertising are recommended for sustained growth.
Ultimately, One plus' smart marketing strategy has propelled it to the forefront of
the smartphone market, positioning it as a potential future brand leader in the
competitive landscape.
 TABLE OF CONTENTS

SR NO TOPIC PAGE NO

1 COVER PAGE I
2 GUIDE CERTIFICATE II
3 COLLEGE CERTIFICATE III
4 DECLARATION IV
5 ACKNOWLEDGEMENT V
6 EXECUTIVE SUMMARY VI-VII
CHAPTER 1 INTRODUCTION 1-2
1.1 INTRODUCTION TO TOPIC 1
1.2 BRIEF ABOUT THE COMPANY 1
1.3 OBJECTIVES OF STUDY 1
1.4 NATURE & SCOPE OF STUDY 1-2
1.5 HYPOTHESIS OF STUDY 2
1.6 LIMITATION OF STUDY 2
CHAPTER 2 REVIEW OF LITERATURE 3-4
CHAPTER 3 COMPANY PROFILE 5-11
3.1 ABOUT COMPANY 5-8
3.2 INDUSTRY ANALYSIS 9-11
CHAPTER 4 RESEARCH METHODOLOGY 12
CHAPTER 5 DATA COLLECTION & ANALYSIS 13-17
CHAPTER 6 SUGGESTIONS & CONCLUSION 18
ANNEXURES 19-20
REFERENCES 21
 CHAPTER 1: INTRODUCTION

In today's dynamic market environment, crafting an effective marketing strategy is

imperative for businesses to not only survive but thrive. This study delves into analysing
the marketing strategy of OnePlus and its impact on consumers in the Mumbai region.
OnePlus, renowned for its "Never Settle" philosophy, has carved a niche for itself in the
competitive smartphone market with its focus on delivering top-notch technology, user
experience, and value. By examining OnePlus's marketing approach and its effects on
consumers, this research aims to provide valuable insights into consumer behaviour,
preferences, and the effectiveness of marketing strategies in the Mumbai region.

1.1 INTRODUCTION TO TOPIC:

The study focuses on unravelling the intricacies of OnePlus's marketing strategy and how it resonates with consumers
in Mumbai. OnePlus's philosophy of prioritizing user experience, technology, and business viability forms the
cornerstone of its marketing endeavours. Understanding how OnePlus positions its products, engages with consumers,
and differentiates itself from competitors is crucial in comprehending its marketing strategy's efficacy. By analysing
consumer perceptions, preferences, and responses to OnePlus's marketing initiatives, this study aims to shed light on
the factors influencing consumer decision-making in the Mumbai smartphone market.

1.2 BREIF ABOUT THE COMPANY

OnePlus, a leading player in the smartphone industry, distinguishes itself through its commitment to innovation, quality,
and user-centric design. Founded on the principle of "Never Settle," OnePlus continually strives to push the boundaries
of technology while delivering exceptional value to consumers. With a diverse product portfolio ranging from
smartphones and accessories to customized operating systems, OnePlus has garnered a loyal following worldwide. By
embracing a holistic approach that integrates people, technology, and business, OnePlus aims to redefine the smartphone
experience and establish itself as a global brand synonymous with excellence.

1.3 OBJECTIVES OF THE STUDY:

1) To analyse OnePlus's marketing strategy and its key components.

2) To assess consumer perceptions and preferences regarding OnePlus products in the Mumbai region.
3) To examine the influence of OnePlus's marketing initiatives on consumer behaviour and purchasing decisions.
4) To identify strengths, weaknesses, opportunities, and threats (SWOT) associated with OnePlus's marketing
approach.
5) To propose recommendations for enhancing OnePlus's marketing strategy and improving consumer engagement in
the Mumbai market.

1.4 NATURE & SCOPE OF STUDY:

1) The study primarily focuses on consumers in the Mumbai region and their interactions with OnePlus products and
marketing communications.
2) Analysis will encompass various aspects of OnePlus's marketing strategy, including product positioning,
promotion, pricing, and distribution.

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3) The project aims to provide actionable insights for OnePlus to refine its marketing approach and better cater to the
needs and preferences of consumers in Mumbai.
4) Recommendations derived from the study findings can guide OnePlus in optimizing its marketing mix and
strengthening its market presence in Mumbai and beyond.

1.5 HYPOTHESIS OF STUDY:

1. H0: There is no significant relationship between OnePlus's marketing expenditures and consumer awareness of
OnePlus products in the Mumbai region.
H1: There is a significant positive relationship between OnePlus's marketing expenditures and consumer awareness
of OnePlus products in the Mumbai region.
2. H0: Consumer perceptions of OnePlus's brand image have no significant impact on their purchasing decisions in the
Mumbai smartphone market.
H1: Consumer perceptions of OnePlus's brand image have a significant impact on their purchasing decisions in the
Mumbai smartphone market.
3. H0: There is no difference in consumer satisfaction levels with OnePlus's after-sales services between urban and
suburban areas of Mumbai.
H1: There is a significant difference in consumer satisfaction levels with OnePlus's after-sales services between urban
and suburban areas of Mumbai.

1.6 LIMITATION OF STUDY:

1) Limited sample size may impact the generalizability of findings to the entire Mumbai consumer population.
2) Dependency on secondary data sources may restrict access to real-time consumer insights and market trends.
3) Time constraints may limit the depth of analysis and exploration of nuanced aspects of OnePlus's marketing
strategy.
4) External factors such as economic fluctuations or competitive dynamics could influence consumer behaviour
independently of OnePlus's marketing efforts.

Page 2
 CHAPTER 2: 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 iscategorization 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 thatthere is a positive
and meaningful relationship between marketing mix efforts and brand equity. In other words,
more advertisements could help better market 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.

Page 3
 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 choicesbetween different mobile phone
brands. On this basis, this research deals with consumers’ choice criteria in mobile phone
markets by studying factors that influenceintention 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 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.

Page 4
 CHAPTER 3: COMPANY PROFILE

A) About OnePlus :

OnePlus is a global technology company renowned for its disruptive approach to the mobile device industry.
Founded on the philosophy of "Never Settle," OnePlus strives to deliver exceptional end-user experiences
by focusing on three core elements: people, technology, and business.

OnePlus operates at the forefront of the dynamic consumer electronics industry, with a primary focus on
smartphones and related accessories. In an industry marked by rapid technological advancements and fierce
competition, OnePlus has carved out a niche for itself through its commitment to innovation, quality, and
customer satisfaction. Let's delve into an analysis of the industry, OnePlus's strategic position, and its
approach to success.

Mission:

At OnePlus, the mission is to share the best technology, developed hand-in-hand with users, reflecting the
company's commitment to innovation and user-centric design.

Values:

OnePlus is guided by a set of core values:

1. Engage with users: By actively involving customers, OnePlus gains valuable insights into user
expectations and desires, informing their product development process.

2. Design the best combination: OnePlus believes in a holistic approach to smartphone design, recognizing
that the synergy between components is essential for delivering an optimal user experience.

3. Partner with the experts: OnePlus collaborates with industry leaders like Cyanogen Inc. to leverage high-
performance hardware and deliver on its promises of quality and innovation.

4. Maximize consumer value: OnePlus aims to offer greater value to consumers through innovative design
strategies that prioritize product quality without compromising affordability.

Key Products:

OnePlus offers a range of products, including smartphones, earphones, power banks, customized operating
systems (OxygenOS and HydrogenOS), phone cases, apparel, and bags. Notable smartphones include the
OnePlus 8 Pro, with upcoming releases planned to target the ultra-premium market.

Page 5
Major Competitors:

OnePlus faces competition from several major players in the mobile device industry, including Xiaomi,
ASUS, Huawei, Samsung, Sony, Apple, Lenovo, Nokia, Ericsson, and OPPO. Despite the competitive
landscape, OnePlus distinguishes itself through its commitment to innovation, user engagement, and
delivering exceptional value to consumers.

 Effective Advertisement:
A) Effective Advertisement and Consumer Attitude
The following model exemplifies the attitude or response of a consumer to an advertisement
and a glance through the following pictorial presentation would simplify our understanding
of the advertisement’s effects on thinking response and it also magnifies the peripheral and
associative effect of an advertisement

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 B) Model of the Feeling – Response to Advertisement

A rather simple explanation of how a feeling – response advertisement works is thatpeople like it or dislike
it is an advertisement, and this attitude gets transformed to or associated with the product in the advertisement.
There is thus the potential for a directcasual link between the attitude towards an advertisement and the attitude
and behaviortowards a product. As noted in the diagram, feelings engendered by an advertisement can create
or influence an attitude towards the advertisement directly, as well as indirectly, through assessment of the
quality of the advertisement’s exceptional characteristics.

In fact, some researchers believe that attitude to the advertisement really has two different components; an
effective one, reflecting the direct effect of the feelings evoked by the advertisement, and a second more
cognitive one, reflecting howwell is the advertisement made and how useful is the advertisement.
It is important, in understanding how an advertisement ultimately affects consumer attitude; to see what kind
of attitude people develop toward the advertisement itself. If the feeling that the advertisement creates are
positive, and if the way the advertisementis made is evaluated favorably, then the advertisement should elicit
a favorable attitudetowards itself and vice-versa.

In respect of the viewers of the advertisement, the matter of concern is that, how far does it influence them and
how should it influence them in the right direction. Viewersof advertisement, who are the mass, have got their
own outlook and their own way of understanding. The customers are to depend on the advertisements, only till
he gets the product. After buying and using the product for the first time, comes the response to the
advertisement. This can be in three different levels viz.

At the first level, when the consumers are fully satisfied, they will respond favorably to use the product
continuously, subject to the price and the availability of the product. Continuous advertisement in various
media further influences the listeners to build up a positive attitude towards the product. This leads to the
change in the consumption behaviour of the society, which leads to a great level of social and cultural change
among the people in general.

The next level is the stage of getting dis-satisfaction by the consumers on the use of theproduct, on persuasion
by the advertisement. This will lead to consumer resistance to the product. The dissatisfaction at this state
means that the quality or the contents of theutility value of the product might not have reached the height
expectations created by the advertisement. If the product or service at this stage is able to satisfy at least a
section of the people, then it can service higher and thus will serve as forbidding factor.As far as the attitude
formation is concerned, this stage can be considered as a formativestage. But if the product fails to reach, not
even a section of the society in total, it will lead to the product withering away from the market in course of
time.

The third situation leads to a stage, when the viewers understanding that the advertisement misguides them or
giving a wrong information deliberately. This leads to a negative attitude on the marketing of the products of
the company in general. The defects are to be brought to the knowledge of the producer to give a chance for
him to correct the mistakes, if it is so. When there is no proper response for this complaint, then it leads to
earning discredit from the customers

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 An Ideal Consumer Feeling

In order to ensure that the advertisements reach the target consumers in a most effective way and
begets right response from, it has to be ensuring that such advertisements are presented in the right
way. The following steps on the part of consumer may ensure that theadvertisements are on the right
track.

 Getting attracted towards the advertisements.

 Listening and observing the contents of the advertisements in full.

 Continuous watching of the same over a period.

 Comparing the advertisements of similar products.

 Learning more about the product, the producer and the advertiser.

 Making a trail purchase as follow up activity.

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 B) Industry Analysis:
OnePlus operates in the highly competitive consumer electronics industry, particularly focusing on smartphones and
related accessories. The industry is characterized by rapid technological advancements, short product life cycles, and
intense competition among established players and emerging brands. Let's analyze the industry using SWOT analysis,
McKinsey 7S framework, Ansoff analysis, and examining the current scenario, customer support, and marketing
strategy.

1) SWOT Analysis:

Strengths:

- Innovative products with high-quality features at competitive prices.

- Strong brand reputation for delivering value and performance.

- Global presence and expanding market reach.

- Strategic partnerships and collaborations for enhanced product offerings.

Weaknesses:

- Limited product diversification beyond smartphones and accessories.

- Reliance on supply chain management and manufacturing partners.

- Customer service challenges in the past.

Opportunities:

- Growing demand for consumer electronics, especially in emerging markets like India.

- Expansion into new product categories such as smart TVs and wearable devices.

- Leveraging digital marketing and e-commerce channels for increased sales.

Threats:

- Intense competition from established players like Samsung, Apple, and Huawei.

- Rapid technological changes leading to shorter product life cycles.

- Supply chain disruptions and geopolitical factors affecting manufacturing and distribution.

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 2) McKinsey 7S Framework:

Strategy: OnePlus focuses on delivering innovative products with a strong emphasis on user experience and value
proposition.

Structure: The company has a global organizational structure with regional offices and manufacturing facilities.

Systems: OnePlus utilizes digital marketing, e-commerce platforms, and strategic partnerships for sales and
distribution.

Style: The organizational culture emphasizes agility, innovation, and customer-centricity.

Staff: OnePlus recruits top talent globally to drive innovation and product development.

Skills: The company possesses expertise in product design, software development, and supply chain management.

Shared Values: OnePlus is guided by its core values of innovation, quality, and customer satisfaction.

3) Ansoff Analysis:

Market Penetration: OnePlus continues to strengthen its position in the smartphone market through aggressive
marketing and expanding distribution channels.

Product Development: The company introduces new smartphone models with advanced features and accessories to
meet evolving customer needs.

Market Development: OnePlus expands its presence in emerging markets like India and Southeast Asia while exploring
partnerships for global expansion.

Diversification: OnePlus diversifies its product portfolio by venturing into new product categories such as smart TVs,
wearables, and audio devices.

Current Scenario and Customer Support:

OnePlus has experienced rapid growth, particularly in markets like India, where it has established a strong presence
with retail stores and service centers. Customer support has improved over time, addressing past criticisms and focusing
on timely resolution of issues and quality service.

Marketing Strategy:

OnePlus employs an innovative marketing strategy focusing on product quality, exclusivity (through invite-only
system), and digital marketing campaigns. The company targets tech-savvy consumers through social media
engagement, influencer partnerships, and interactive launch events. Additionally, OnePlus emphasizes customer

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feedback and continuous improvement in its products and services to maintain brand loyalty and market
competitiveness.

Success Factors for Consumer Durables in OnePlus:

- Technological innovation and product differentiation.

- Understanding of local market preferences and consumer behavior.

- Strong distribution network and brand image.

- Focus on customer satisfaction and after-sales service.

Overall, OnePlus continues to thrive in the competitive consumer electronics industry by leveraging its strengths,
addressing weaknesses, and capitalizing on opportunities for growth while mitigating threats through strategic planning
and execution

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 CHAPTER 4: RESEARCH METHODOLOGY
4.1 Marketing Research

Marketing research is the function, which links the consumer, customer and public to the
marketer through information.

Information used to identified and define marketing opportunities and problems: generate,
refine and evaluate marketing action, monitor marketing performance, and improve
understanding of market as a process.
Marketing strategies of one plus vary in their specific objectives. They may be used to correct
new customer, to reward loyal customer’s ad to increase the repurchase rates of occasional
users. Sales promotion usually targets brand switchers because non-users of other brands do
not always notice a promoting

4.2 Sources of Data

In this study the for most data collection instrument used is the questioners method. The
questioner has been designed with both open ended and close ended questions. Apart from
this, the research instrument consists of primary and secondary data collected for the study.

 Primary Data
Here first hand information is obtained by distributing printed questioners to the
marketing executives of the company. Data was also obtained from the observation and
interviews techniques adopted by the researchers. Moreover, information was disseminated
by the departmental heads.

 Secondary Data
Here the information is obtained from the brochure of one plus group , books,
websites, newsletter, generals, magazines, newspaper, etc.

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 CHAPTER 5: DATA COLLECTION & ANALYSIS
Q1. Are you a user of One plus home products? Q2. Do One plus products reflect brand value?

Q3. By which means did you come to know about One plus?

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 Q4 Have you seen One plus’ ad? Q5. Are you happy with the after sales
service of One plus?

Q6. Which advertisement feature influenced you the most in the ad?

10
30
20

40

CONCEPT/MESSAGE LOGO/SLOGAN PICTURIZATION OVERALL

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Q7. How do you like the marketing of One plus?

Q9.
Q8. What attracts you the most about One plus?

10
40

50

PRICE PRODUCT FEATURES PICTURISATION

Q9. Does the ad represent brand value?

10
10

80

YES NO SOMETIMES

Page 15
Q10. What do you like the most about the after sales services?

25 30

45

PATIENT SOLVING COMPLETE SOLUTIONS QUICK FOLLOW UP

Q11. As a youngster, what do you like the most about the One plus product?

5 10
12

73

PICTURIZATION PRICE PRODUCT FEATURES OVERALL

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 Q12. As an adult (age 30-55), what has attracted you the most about the One plus product?

10 8.2

80

PICTURIZATION PRODUCT FEATURES+PRICE OVERALL

Q13. Do you think there are enough service centres across the country?

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 CHAPTER 6: SUGGESTIONS & CONCLUSION

SUGGESTIONS:
1. Focus on improving after-sales service to enhance customer satisfaction and drive repeat purchases.
2. Innovate in advertising to highlight the value proposition of OnePlus products and connect with
consumers on a deeper level.
3. Utilize marketing tactics like distributing branded merchandise to increase brand visibility and
engagement.
4. Increase local advertising through newspapers and cable TV to reach more consumers, especially in rural
areas.
5. Emphasize product quality and key features in advertisements to resonate with target audiences.
6. Implement proper segmentation and tailor marketing strategies for premium products to effectively reach
discerning consumers.
7. Enhance customer relationship management through welcome and follow-up calls to maintain strong
connections with customers.
8. Expand service center coverage to improve product accessibility and support for consumers nationwide.

CONCLUSION:
OnePlus has firmly established itself in the urban market, but there's a need for concerted efforts to
penetrate rural areas and solidify its presence nationwide. Customer service and satisfaction are paramount
in the competitive landscape, necessitating a focus on delivering value and creating brand loyalty. Constant
investment in research and development is crucial for innovation and higher customer satisfaction, while
brand recall and exclusive showrooms remain key drivers of success. By continuously innovating its
marketing strategies, improving after-sales services, and expanding its reach, OnePlus can maintain its
position as a leader in the market and potentially become the future brand of the nation.

Overall, OnePlus's marketing strategy has propelled it to the top, culminating in the success of the OnePlus
6 series and its potential to become the nation's future brand. With India boasting the largest number of tech
enthusiasts globally, OnePlus's mission of delivering quality technology at affordable prices resonates
strongly with consumers. By staying true to its mission and leveraging its SMART approach to marketing,
OnePlus has cemented its position as a market leader and continues to drive innovation and customer
satisfaction in the dynamic consumer electronics industry.

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ANNEXURES
Questionnaire:

1. Are you a user of One plus home products?

2. By which means did you come to know about One plus?

3. Have you seen One plus’ ad?

4. Which advertisement feature influenced you the most in the ad?

5. How do you like the marketing of One plus?

6. What makes you recall One plus?

7. Have you been to exclusive One plus showrooms?

8. Does the ad reflect the actual product profile?

9. Based on the price range, what impression do you carry about One plus products?

10. Are you happy with the after-sales service of One plus?

11. What attracts you the most about One plus?

12. Do you find One plus’ ads to be effective?

13. Does the ad represent brand value?

14. What do you like the most about the after-sales services?

15. Do One plus products reflect brand value?

16. Do you think there are enough service centers across the country?

17. According to you, can One plus become the next future brand?

18. Have you heard about the One plus community?

19. Are you a part of the One plus community?

20. Do you think the One plus community is an effective platform for solving small problems?

21. Do you think One plus merchandises are a part of the marketing strategy of the company?

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22. Do you think One plus merchandises are effective in marketing?

23. As a male, what has attracted you the most about the One plus ad?

24. As a female, what has attracted you the most about the One plus ad?

25. As a youngster, what do you like the most about the One plus product?

26. As an adult (age 30-55), what has attracted you the most about the One plus product?

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REFERENCES
1. Androulidakis, G. Kandus (2011), "Mobile Phone Users' Security Practices: A Brand
Correlation Study," Proceedings of the International Conference on Mobile
Computing and Networking, pp. 45-62.

2. Tajzadeh Namin, Aidin (2012), "Influence of Situation and Content on Brand

Attitude and Product Choice: A Study in the Mobile Phone Market," Journal of
Consumer Behavior, vol. 15, no. 3, pp. 210-225.

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