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2018
SUBMITTED TO: DR. RAMBALAK YADAV
GROUP 3
11/28/2018
SHUBHANGI KHANDELWAL -18A1HP066
SANCHITA THAKUR – 18A3HP644
RUKHSHAR JAHAN – 18A2HP442
NISHANT SHARMA – 18A3HP631
SAI BHARDWAJ – 18A3HP645
SHEETAL BHARADWAJ – 18A1HP024
ANURAG – 18A1HP097

• BL to produce
limited s

Product startergy
Product differentiation :
Price : “Carl Pe i” has a different idea on the price of his product and he feels it is
not necessary to increase or show different pricings for different product line.it his
product strategy by not changing the price of the new product line. This make his
product success compared with competitors
Performance quality : The product is f amous for its performance made point of
parity with competitors
C onformance quality : “One plus 6T ” is the new product line has made the
customer s satisfaction and they trusted the product for the reasonable price.
OneP lus one
OnePlus Two
OnePlus X
OneP lus 3
OneP lus 3T
OnePlus 5
OnePlus 5T
OnePlus 6
OneP lus 6t
Protective case
Flip Case
Bumper Case
Outer box case
Tempered glass
Type -C Bullets ear –
phones
Type -B V2 Bullets.
Bullets Wireless.
Travel Backpack
Jcc+ Baseball cap
Jcc+ T – shirt
Jcc+ Tote Bag
Mobiles Case Audio Gears
PRODUCT MIX OF OnePlus

Co -Branding
It is t he partnership between two or more brands to market their individually produced goods or
services. The association benefits in the promotion of both the brands.
“OnePlus “, the Chinese giant, has co -branded with five different brands which are listed below:
? “OnePlus X JBL: JBL ” is a
70 -year -old, leading audio brand
dealing in loudspeaker,
earphones and such associated
electronics. Considering the
achievements and brand
image of “JBL “, OnePlus partnered with “JBL ” to produce limited edition sets of the
“OnePlus One ” and “JBL E1+ ” earphones.

? “OnePlus 3T X Colette:
OnePlus, ” on the 20eth
Anniversary of “Colette “,
launch ed all -black edition of
“OnePlus 3T ” with “Colette ”
logo engraved on its back. The
collaboration with this Parisian retailer was done to push the boundaries between
fashion and technology.

? “OnePlu s 5 X Jcc +:
OnePlus “, with an idea of
combining art, fashion and
technology, teamed up with
Jean -Charles de Castel bajac,
a fashion designer, to produce
“OnePlus 5 JCC+ “. The limited edition was an artistic version of “OnePlus 5 “.

? “OnePlus 5T X Star
Wars “: OnePlus partnered
with “Lucas Films ” to
celebrate the release of the
Star Wars Saga – The Last
Jedi and its anniversary in
India. For this limited

edition, OnePlus also changed its tagline from “Never Settle” to “Strong Enough
to Rule the Galaxy” and featured the Star Wars logo in Red on the back of the
phone.

? “OnePlus 6 X
Avengers Infinity
Wars “: In collaboration
with the Hollywood
blockbuster Franchisee
Marvel Studios,
OnePlus 6 was launched. This Edition pays tribute to the lineup superheroes an d
features the groundbreaking innovation in technology by OnePlus.
Pricing Strategy
With the launch of OnePlus 6T, there has been a buzz on the price, color and model variants of
the phone and comparison with its previous launches. OneP lus 6T, right now is the most
affordable high -end phone available in India with 16+20MP camera, Snapdragon 845, 8GB
RAM and minimum 128GB storage. In India, the pricing of the latest base model starts from
37,999 with is costlier than OnePlus 6 (34,999), t he previous base model price.
Although, OnePlus crossed its 35000 -price mark through the variants of OnePlus 5 itself, yet, it
is the first time that the base model has also gone beyond this price mark. There has been a lot of
evolution in the launch event s as well .
The pricing strategy of OnePlus is basically inclined towards the geographical market as it varies
from country to country. This differentiation in price is an outcome of various variable factors
such as taxes, operating costs etc. Yet, OnePlus succeeds at providing the best specifications,
superior quality and design to the customers at disruptive prices.
The company has been successful in positioning its brand.

Lenovo

Product mapping for price and performance
Camera

Packaging strategy
OnePlus is giving the
chance to the people to
vote on the final look of
the package through a poll
on “Weibo”.
“Mark Bloom “,
approached to design the
packaging for OnePlus2,
C h i n e s e sm a r t p h o n e
m a n u f a c t u r e r
O n e P l u s n e w ” f l a g s hi p
k i l l e r ” s m a r t ph o n e ,
o n e t h i n g b e c a m e
q u i c k l y a p p a r e n t :
t h e 2 i n O n e P l us 2 . To
t r u m p t h i s m o d e r n
p r o d u c t , r a n ge f r o m
O n e P l u s , B l o o m d e si gn e d a c u s t o m 2 s ym b o l f o r t h e p a c k a gi n g o f t h e p h o n e , f r om
t h e b ox t o t h e s c r e e n p r o t e c t o r . T h e s ym b o l , e m b l az o n e d o n t h e fr o n t o f t h e b ox ,
c a t c h e s t h e e ye s o f c u s t o m e r s a n d fi n d s a c ri s p c o l o r p a l e t t e o f b r i gh t r e d a n d w h i t e ,
a s t r i k i n g b a c k gr o u n d f o r t h e b l a c k sm a r t p ho n e i n s i d e .

Now, “Weibo ” user has uploaded the photos of “OnePlus 6T ” packaging. The photos show the
lid of a box, complete with OnePlus 6T branding and a tagline of “Unlock the speed”.

The list of names appears on the underside of the lid. In fact, “Google ” multiple names together
with ” OnePlus ” suggests that these are user names on the official “OnePlus forum “.
The OnePlus 6 and OnePlus 5 T have no phone design on the bottom of their lids, which makes
us doubt the authenticity of the packaging in the pictures. In a ddition, this alleged “OnePlus 6 T”
lid appears to display a mottled white color scheme, whereas almost all OnePlus phones have a
pure white lid since OnePlus 3. The mottled colors may be a light trick or a compression object,
but it certainly looks peculiar.
The Promotions Mix
In order to market its products, OnePlus makes use of the methodology of Lean Startup which is
Build, Measure and Learn. Unlike its other competitors who make use of the traditional
strategies of advertising its products, OnePlus decided to cut its advertising costs to make its

products available to its customers at a comparatively lower cost. The various promoti onal mix
that are used by OnePlus are:
• Personal Selling .
Invite Strategy – This strategy created a buzz among the customers. On every launch of its
new products, OnePlus would throw a launch party where the employees, associates and
various other invitees would come and unbox its product. This resulted in people to people
promotions which allowed various other people to engage with its products. Thus, it helped
the company to set up its customer base.
Word of Mouth – Initially, when OnePlus was all set to launch its very first product OnePlus
One, it made use of one of the most common and difficult mode of marketing which is
“Word of Mouth” to position its product in the minds of the consumers. In this technology –
driven world where data speaks volumes and social media remains the king of advertising but
the efforts made by OnePlus to generate its popularity by targeting and re -targe ting its
product to consumers by user -generated reviews was unmatchable.
• Public Re lations .
Screenings of the product in theatres –
On the launch of its latest product
Oneplus 5, the company had live
screenings of this product across
theatres in all the metropolitan cities. It
provided offers to its fans to purchase
tickets worth “Rs. 99 on
BookMyShow “, to get a chance to
participate in the big reveal .
• Advertising.
• Television Advertisements – Oneplus revealed the ad of O nePlus 5 during the most
expected India Pakistan cricket match. They spent a huge amount of money in this
advertisement but they were certain that they had managed to grab a whole lot of
attention to the product.
• Sales Promotion :Oneplus made a sales promotion to the customers related to the buy –
one -get -one offer ,but not exactly but they started sales promotion if peopl e buy “oneplus
6T ” they will get free wireless bullets and also offered the amazon coupons for the
customers who buy the 6t will get free voucher worth rupees.
• Direct Marketing :With the One plus 5 the company started this direct marketing
element by sending messages to the customers and short adds on the mobile screen and
direct physical mail to the customers about the product .

Distribution Strategy
To market its products, OnePlus makes use of the methodology of Lean Startup which is Build,
Measure and Learn. Unlike its other competitors who make use of the traditional strategies of
advertising its products, OnePlus decided to cut its advertising costs to make its products
available to its customers at a comparatively lower cost. The various marketing and distribution
strategy used by OnePlus are:
Invite Strategy – This strategy created a buzz among the customers. On every launch of
its new products, OnePlus would throw a launch party where the employees, associates
and various other invitees would come and unbox its p roduct. This resulted in people to
people promotions which allowed various other people to engage with its products. Thus,
it helped the company to set up its customer base.
“Collaborated with Amazon “, Air Asia and Ola – In its initial stages, OnePlus only so ld
its products online through Amazon India via flash sales. With “Amazon “, “OnePlus ”
was able to sell 20000 cellphones in a very short span of time. This mode of marketing
also created a sense of buzz amon g consumers. It also helped OneP lus in producing an
op timum quantity of the product to match the demand which was created in the market.
Furthermore, they developed the strategy of providing phones on request for the sake of
experience to Air Asia and Ola custo mers. On the launch of OnePlus , they strategiz ed a
campaign which enabled the customers to buy a OnePlus smartphone via the “Ola App ”
and they had the product delivered within 15 minutes.
One plus has also decided to expand their offline stores in around ten cities by the end of
this year.
“We are not g oing through a traditional offline channel. We will be opening our own
stores and focusing on providing experience which should help us increase awareness in
those cities,” Vikas Agarwal, General Manager of One Plus said.
One Plus debuted its first “experi ence store” in India in Bengaluru last year and focusses
on further expansion into metro cities like Delhi, Mumbai, Chennai and other major cities
by the end of this year,
They had one more target to complete. They wanted to increase their presence at e –
retailer Croma stores.
“We recently partnered with Croma and are present in over 20 Croma stores. This year,
we are going to expand our presence in the entire 100 stores that Croma has across
different cities,” the company executive said.
Along with these, One Plus is also planning to set up its exclusive offline service center
network in the country.
“We currently have 10 service centers operational and are planning to open more this
year “. Company executive said.

REFERENCES:
https://oneplusblogone.wordpress.com/category/about/marketing -mix/
https://www.socialsamosa.com/2018/08/oneplus -marketing -strategy/
https://www.marketingweek.com/2016/03/02/how -oneplus -is-taking -on -the -mobile -giants/
https://www.oneplus.in/brand?from=head

Post Author: admin