A Project Report ON “Consumer Awareness & Selling of Oppo Smartphone”
Under Supervision of: MR.TEKLAL SHARMA MARKETING CO-ORTINATOR OPPO MOBILE INDIA PVT.LTD.
AS PARTIAL FULFILLMENT OF PGDM 1st YEAR SUBMITTED BY VINOD SOLANKI PGDM (FINANCE + MARKETING) MENTOR: VIDYA NAKHATE
1 | Page
DECLARATION 2 | Page
I hereby declare that the project entitled Marketing Strategies of Oppo mobile is my original research work conducted under the supervision of VIDYA NAKHATE ( faculty- simmc) Mr.Teklal Sharma marketing coordinator at Oppo mobile India PVT. LTD.
Date:
VINOD SOLANKI
Place
Student signature
ACKNOWLEDGEMENT 3 | Page
This project has been an honest and dedicated attempt to make the analysis on marketing material as authentic as it could. And I earnestly hope that it provides useful and workable information and knowledge to any person reading it. During this period, I had the pleasure of working closely with accomplished organization people who shared with me their experience and helped me in completion of my research. I express my sincere thanks to my project guides and my institute faculty for guiding me. Lastly I am grateful to my parents who have been my mentors and motivators. I am also thankful to all my batch mate who have been directly or indirectly involved in successful completion of this project.
Vinod solanki
CONTENTS 4 | Page
Chapter II
7-8
Introduction
Chapter II
9-28
Company Profile Innovation Recent Achievements Products profile
Chapter III
29-40
Research Methodology Explanation of research Types of research -Primary - Secondary Data Presentation , Analysis and Interpretation
Chapter IV
41-45
Findings Suggestions Conclusion
Questionnaire/Annexure Bibliography
46-48 49
EXECUTIVE SUMMARY I did my summer internship training at oppo mobile India Pvt Ltd., pune in 5 | Page
Marketing research to know the marketing strategies of oppo mobile india Pvt.Ltd. under the guidance of Mr. Teklal Sharma (marketing coordinator at oppo mobile india Pvt Ltd) my project guide gave me a project that involves a survey of mobile market at the dealer of pune region. The duration of my project was 60 days. During the 60 days I traveled extensively to try & cover maximum dealers of market of pune. 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.
Introduction : 6 | Page
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 7 | Page
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 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.
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.
8 | Page
The History of OPPO :-
2001 OPPO is Globally Registered
2004 OPPO Launched in China
2005 OPPO's First MP3 Player
2006 First MP4 Player Feature Phone
9 | Page
2008 OPPO Enters Mobile Phone Market Smartphone
2011 First Smartphone: Find Me
2012 Finder, Find 3
2013 Find 5, N1, Color OS
10 | P a g e
2014 R1, Find 7, N1mini Full Transition to 4G
2014 N3, R5 Still Pushing Forward
OPPO Global Business
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,
11 | P a g e
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.
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
12 | P a g e
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.
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.
The History of OPPO innovation
13 | P a g e
Oppo Finder world’s slimmest phone just 6.65 mm
Oppo find5 world first Smartphone with a 1080p IPS screen and a staggerina 441
OPPO N1 14 | P a g e
Camera: World’s first rotating camera with flash light o-touch panel, world’s first Smartphone with rear touch back panel o-click, a Bluetooth trigger
remote
camera
and a device locator
OPPO FIND 7 Remarkable 5.5”quad HD screen World’s first Smartphone that can take 50 megapixel photos Vooc rapid charge: The world’s fastest and safest mobile technology
15 | P a g e
device
charging
Live Weather Gesture panel Off-screen gesture
16 | P a g e
Awards and Achievements ‘find5 design impressed our
N1 is the best Smartphone
Jury consisting of experts
you’ve almost certainly
And renowned designers from
never heard of’
All over the world IF design Award 2014,knows as the ‘designer oscar ‘
Supporting a touch-enabled rear Surface, a rotatable 13-megapixel 17 | P a g e
The world biggestselling gadget magazine
oppo, another Chinese Smartphone maker, its oppo
Camera and a 5.9-inch full-HD
finder is so thin . it’s thinner
Display ,the oppo N1 is clearly
than the iphone5
One of the most innovative Smartphone’s released this year one of the most influential The world’s larder in tech product reviews
global News agency
Color OS Features :-
App encrypt
global gesture panel
ON screen gesture
Permission monitor
Guest mode
convenient mode
Ringtone
Multi
Easy screen shot
18 | P a g e
editor
window
Hand writing note
Easy volume control
Live weather
Call recorder
gloves mode
Call Blocker
offscreen gestures
customize themes
Data saving
kingsoft office
holiday mode
Product profile Oppo Joy Plus
Product Features:
Android, v4.4 Price 6990
OPPO Neo 3
19 | P a g e
Dual Sim, 3G, Wi-Fi Dual Core, 1.3 GHz Processor 1 GB RAM, 4 GB inbuilt 1700 mAH Battery 4 inches, 480 x 800 px display 3.15 MP Camera with flash Memory Card Supported, upto 32 GB
Product Features: Dual Sim, 3G, Wi-Fi Dual Core, 1.3 GHz Processor 1 GB RAM, 4 GB inbuilt 1900 mAH Battery 4.5 inches, 854 x 480 px display 5 MP Camera with flash Memory Card Supported, upto 32 GB
Android, v4.2.
OPPO Neo 5 (2015)
Product Features: Dual Sim, 3G, Wi-Fi Quad Core, 1.3 GHz Processor 1 GB RAM, 8 GB inbuilt 2000 mAH Battery 4.5 inches, 480 x 854 px display 8 MP Camera with flash Memory Card Supported, upto 32 GB
OPPO Yoyo Product Features:
Dual Sim, 3G, Wi-Fi Quad Core, 1.3 GHz Processor 1 GB RAM, 4 GB inbuilt 1900 mAH Battery 4.7 inches, 960 x 540 px display 5 MP Camera with flash Memory Card Supported, upto 32
GB 20 | P a g e
Android, v4.2
Price 10990
OPPO Find 5 Mini R827
Product Features:
Dual Sim, 3G, Wi-Fi Quad Core, 1.3 GHz Processor 1 GB RAM, 4 GB inbuilt 2000 mAH Battery 4.7 inches display 8 MP Camera with flash Memory Card Supported, upto 32 GB Android, v4.2 Price 14990
Oppo Mirror 3
Product Features:
Dual Sim, 3G, Wi-Fi Quad Core, 1.2 GHz Processor 1 GB RAM, 8 GB inbuilt 2000 mAH Battery 4.7 inches, 720 x 1280 px display 8 MP Camera with flash Memory Card Supported, upto 128 GB
21 | P a g e
Android, v4.4 Price 16990
OPPO R1829
Product Features:
Dual Sim, 3G, Wi-Fi Quad Core, 1.3 GHz Processor 1 GB RAM, 16 GB inbuilt 2410 mAH Battery 5 inches, 720 x 1280 px display 8 MP Camera with flash Memory Card Not Supported Android, v4.2.1
Oppo N1 Mini
Product Features:
22 | P a g e
3G, Wi-Fi Quad Core, 1.6 GHz Processor 2 GB RAM 2140 mAH Battery 5 inches, 1280 x 720 px display 13 MP Camera Memory Card Not Supported Android, v4.3
Oppo Find 7a Product Features:
3G, Wi-Fi Quad Core, 2.3 GHz Processor 2 GB RAM, 16 GB inbuilt 2800 mAH Battery 5.5 inches, 1920 x 1080 px display 13 MP Camera with flash Memory Card Supported, upto 128 GB Android, v4.3
Oppo R5
Product Features:
3G, Wi-Fi Quad Core, 1.5 GHz Processor 2 GB RAM, 16 GB inbuilt 2000 mAH Battery 5.2 inches, 1080 x 1920 px display 13 MP Camera with flash Memory Card Not Supported Android, v4.4.4 Oppo Find 7
23 | P a g e
Product Features:
3G, Wi-Fi Quad Core, 2.5 GHz Processor 3 GB RAM, 32 GB inbuilt 3000 mAH Battery 5.5 inches, 2560 x 1440 px display 13 MP Camera with flash Memory Card Supported, upto 128 GB Android, v4.3
OPPO N1 Product Features:
Android, v4.2
Oppo N3
24 | P a g e
3G, Wi-Fi, NFC Quad Core, 1.7 GHz Processor 2 GB RAM, 16 GB inbuilt 3610 mAH Battery 5.9 inches, 1080 x 1920 px display 13 MP Camera with flash Memory Card Not Supported
Product Features: 1. 2. 3. 4.
Dual Sim, 3G, Wi-Fi, NFC Quad Core, 2.3 GHz Processor 2 GB RAM, 32 GB inbuilt 3000 mAH Battery 5.5 inches, 1080 x 1920 px display 16 MP Camera with flash Memory Card Supported, upto 128 GB Android, v4.4.4
25 | P a g e
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 and taking part in lot of events. 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: 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.
Function of the job: The main taskgiven to me was to increase sales. Regular communication with shop owners of different markets and also
with the potential customers. Visiting shops and emerging markets. Sales inspection of different stores under mine. Promote OPPO by spreading positive word of mouth communication. Collecting the market information from the market.
26 | P a g e
Reporting the information to the manager. Planning the new strategy for communicating with the clients. Task’s assigned to me:
Event Management
In the concept of marketing event is the important tool of sales promotion. Events organized by the company to make awareness about the brand and products. And it helps to increase the sales in short term period. In event management, information (features, price, and history of the company) was provided by me to the customers and leafletswere distributed among the consumers and anchoring was also done by me. Learning: I have learnt many things about event management and sales promotion. I have learnt the way how to organize event. I have learnt how event attracts customers towards the product and how events are helpful for sales and promote a brand. Events mainly increase the footfalls of customers to a particular store and makes brand awareness in the
customer’s mind. Company provide the event were event required or shop owner demand. I did events in these locations 1. Wishrantvadi 2. J M Road 3. F C Road 4. Viman Nagar 5. Koregoan Park 6. Kothrud 7.Pune Camp For the event company allot the area and send the event material on that location, when the stock materials reach the allotted place then we put all the materials (like- Ollie, gate, tent, leaflets, plastic counter). Company provide the event on every Saturday and Sunday.
27 | P a g e
Auditing
I have done Price auditand Stock audit in the market (Pune city and PCMC market) I had learnt the technique and the process of auditing and also the importance of auditing. I was asked to do price auditing in the allotted shops. The main agenda of price auditing is to check which shop breaks the company MOP policy. If any shop breaks company’s MOP policy then they are fined. If the shop sells the mobile below the range then company fine that shop of Rs. 20000. As well as they stop producing bill of that shop and take away all the stock of that company.
Open the new outlet
In this part where the oppo smartphone not present in any shop my work is that to convert the shop owner for keep our product. I was converted 8shops in Pune during my SIP. Outlets which is opened by me. 1. Baba InfoTech ( Tilak Road Pune) 2. Amit Communication ( Bhawanipeth) 3. Raj Lakshmi Electronics (Kothrud Stand) 4. Good Luck ( J M Road ) 5. A M Mobile (Kothrud Stand ) 6. Joshi Enterprises ( Camp, Pune) 7. Rajendra Mobile Shoppee ( Camp ) 8. Amna Mobile ( Camp )
28 | P a g e
Sales
I had learnt the sales process, consumer buying behavior and understanding customers need. In Oppo the selling part basically depends on the company promoters. Company also focuses on selling part like through the event in which Company gives some offers. The selling which could not be done by the promoters in some shops the retailers themselves promoted the product as they were provided with schemes and incentives. The retailers who didn’t had any promoters were given schemes such as if they could sell 25 cellphones of the company they became eligible to a get a company promoter for their shop. In the events if the number of customers were increased to a level that could not be entertained by the promoter then the company executive also helped the promoter in the selling of the product. He only attempt one or two customer at the time, company people also attempt the customer and tell him or her all the features of Oppo smart phone and generates sale for the company. Company also provide the skims to the retailers or Osr (promoters) to make more sale. The company has different incentive offers for both retailers and company sales person. I have to do institutional sales for Oppo mobile. My task was1. I have to go to shops to check the stocks, if the stocks are not there I have to take order and push the products. 2. I have to look after that the shop is breaking MOP policy or not.
29 | P a g e
3. The company was providing incentives for institutional sales, if the sales person is selling <10000 rs ph. then he will get 50Rs/phone, 10000Rs20000Rs phone then 100Rs/ phone, if 20000Rs-30000Rs phone then 150Rs/phone. 4. I used to give updated news and information about the phones.
RESEARCH METHODOLOGY Methods and procedures: 30 | P a g e
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 Pune 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.bd). 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 31 | P a g e
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.
32 | P a g e
Analysis and Findings The sample size was of 150 people in Pune (Maharashtra) 1. how many male or female user of Smartphone
Male Female
60% 40%
Male
90 60
Female
40% 60%
Interpretation From the above table it can be observed that 60% males and 40% females have been taken in the survey
2. Age? 33 | P a g e
10%
7%
17% Less Than 18
18-22
22-26
26-30 37%More Than 30
30%
>18 7% 10
18-22 36% 54
22-26 30% 45
26-30 17% 25
<30 10% 15
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%)
3. Occupation 34 | P a g e
17%
College Student 20%
Busines Man
47% Service
Others
17%
College student 46% 69
Business man 17% 25
Service 20% 30
Other 17% 25
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%)
4. How long do you use your mobile phone?
35 | P a g e
Less Than 1 Year 2-4 Year
1-2 Year Above 4 Year
7% 3% 20%
70%
>1 year 70% 105
1-2 year 20% 30
2-4 year 7% 10
<4 year 3% 5
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%)
5. What is the image of Oppo in your mind?
36 | P a g e
13% 7%
Economical
Durable
Safe Product
80%
Economical 80% 120
Durable 7% 10
Safe product 13% 20
Interpretation From the table it can be observed that the respondent consider Micromax as a Economical (80%), Durable(7%), Safe Product(13%)
6. How much time do you spend on your mobile phone on average in a day (calls only)?
37 | P a g e
Less than 30 minutes
From 30 minutes to 1 hour
From 1 to 2 hours
From 2 to 3 hours
More than 3 hours
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.
38 | P a g e
7.Do you use any other features of your mobile phone? If so, how much time do you spend on this feature?
Different features uses time. From the above figure its shows that the most popular feature of the Smartphone is internet browsing and application using. Then most popular features are gaming and camera. Most of the respondents are using these features for a long time in a day.
39 | P a g e
8.Which of these is your favorite feature?
Camera
Internet browsing/application s
Gaming
Text messaging
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%
Camera 13% 40 | P a g e
Internet /application 60%
Gaming 20%
Text messaging 7%
19
90
30
11
9.Do you face battery charging backup problem? Yes
No
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.
Yes 80% 120
41 | P a g e
No 20% 30
10.Do you think Chinese brand mobile can compare with other brands? Yes
No
May be
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. Yes 27% 40
42 | P a g e
No 17% 26
Maybe 56% 84
Data interpretation: Once the data were collected, regarding the interviews, my supervisor at OPPO Pune Communication Equipment Co. Ltd. was consulted to review which materials were relevant to the study and what actual analysis can be derived from the gathered information. Tallying methods was used mostly in order to process the data gathered through the questionnaire surveys. The tallies were then converted to percentage-wise statistics, whereby a finalized analysis of the survey data put together.
Observation and findings: From my observation and practical survey on the branding strategy of OPPO Pune,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.
43 | P a g e
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.
44 | P a g e
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 internship report, but I also need to take a survey from the channel partner of OPPO. Some information gaps and limitation which is given below: In my report I can’t discuss some organizational data and information for organizational policy. 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.
45 | P a g e
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 46 | P a g e
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. 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 andintegrating 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.
47 | P a g e
QUSENTIONNAIRE Study of mobile market for oppo Informatics with special reference to pune 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
48 | P a g e
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
49 | P a g e
7. Do you use any other features of your mobile phone? If so, how much time do you spend on this feature? Camera Internet browsing Gaming Text messaging Other utilities 8. Which of these is your favorite feature? Camera Gaming Internet browsing Text messaging 9. Do you face battery charging backup problem? Yes No 10. Do you think Chinese brand mobile can compare with other brands Yes No May be
50 | P a g e
References 1. 18/06/2012 The Peoples Government of Chang’an Town , [online] Available at: http://www.dg.gov.cn/gjhycs/s33353/201206/514125.htm 2. Apr 4, 2013, [online] Available at: http://www.assignmentpoint.com/business/internship-report-on-marketingstrategies-of-berger-paints-bangladesh-limited.html 3. Dec 25, 2012, [online] Available at: http://global.oppo.com/about/ 4. Keller, D. P., 2008. Pearson education, Inc and Dorling Kindersley publishing, Inc. 5. 15/12/2003, [online] Available at: http://csc.hcmiu.edu.vn:8080/dspace/bitstream/handle/123456789/1015/0220 01074%20-%20Phuc,%20Tran%20Nguyen.pdf?sequence=1
51 | P a g e
