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

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DECLARATIONI 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

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ACKNOWLEDGEMENT

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

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CONTENTS

Chapter II Introduction

7-8

Chapter II Company Profile Innovation Recent Achievements Products profile

9-28

Chapter III Research Methodology Explanation of research Types of research

-Primary - Secondary

Data Presentation , Analysisand Interpretation

29-40

Chapter IV Findings Suggestions Conclusion

41-45

Questionnaire/Annexure 46-48Bibliography 49

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EXECUTIVE SUMMARYI did my summer internship training at oppo mobile India Pvt Ltd., pune in 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.

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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 satisfactionThe 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.

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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 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.

The History of OPPO :-

2001

OPPO is Globally Registered

2004

OPPO Launched in China

2005

OPPO's First MP3 Player

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2006

First MP4 Player

Feature Phone

2008

OPPO Enters Mobile Phone Market

Smartphone

2011

First Smartphone: Find Me

2012

Finder, Find 3

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2013

Find 5, N1, Color OS

2014 R1, Find 7, N1mini

Full Transition to 4G

2014 N3, R5 Still Pushing Forward

OPPO Global Business

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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.

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.

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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.

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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The History of OPPO innovation

Oppo Finder world’s slimmest phone just 6.65 mm

Oppo find5 world first Smartphone with a 1080p IPS screen and a staggerina 441

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OPPO N1Camera:

World’s first rotating camera

with flash light o-touch panel,

world’s first Smartphone with

rear touch back panel o-click, a

Bluetooth remote camera

trigger 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 device charging

technology

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Live Weather

Gesture panel

Off-screen gesture

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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

Supporting a touch-enabled rear oppo, another Chinese

Surface, a rotatable 13-megapixel 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

Color OS Features :-

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IF design Award 2014,knows as the ‘designer oscar ‘

The world biggest-selling gadget magazine

The world’s larder in tech product reviews one of the most influential global

News agency

App encrypt global gesture panel ON screen gesture

Permission monitor Guest mode convenient mode

Ringtone editor Easy volume control

Multi window Live weather

Easy screen shot Hand writing note

Call recorder gloves mode

Call Blocker offscreen gestures customize themes

Data saving kingsoft office holiday mode

Product profile

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Oppo Joy Plus

Product Features: 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 Android, v4.4 Price 6990

OPPO Neo 3

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

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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 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 14990Oppo 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 Android, v4.4 Price 16990

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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: 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

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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

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: 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 Android, v4.2

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Oppo N3

Product Features:1. Dual Sim, 3G, Wi-Fi, NFC2. Quad Core, 2.3 GHz Processor3. 2 GB RAM, 32 GB inbuilt4. 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

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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 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.

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Sales inspection of different stores under mine.

Promote OPPO by spreading positive word of mouth communication.

Collecting the market information from the market.

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

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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.

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 )

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5. A M Mobile (Kothrud Stand )

6. Joshi Enterprises ( Camp, Pune)

7. Rajendra Mobile Shoppee ( Camp )

8. Amna Mobile ( Camp )

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 was-

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1. 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.

3. The company was providing incentives for institutional sales, if the sales

person is selling <10000 rs ph. then he will get 50Rs/phone, 10000Rs-

20000Rs phone then 100Rs/ phone, if 20000Rs-30000Rs phone then

150Rs/phone.

4. I used to give updated news and information about the phones.

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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 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

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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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Analysis and Findings The sample size was of 150 people in Pune (Maharashtra)

1. how many male or female user of Smartphone

Male 60% 90

Female 40% 60

60%

40%

Male Female

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?

7%

37%

30%

17%

10%

Less Than 18 18-22 22-26 26-30 More Than 30

>18 18-22 22-26 26-30 <30

7% 36% 30% 17% 10%

10 54 45 25 15

InterpretationFrom 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

47%

17%

20%

17%

College Student Busines Man Service Others

College student Business man Service Other

46% 17% 20% 17%

69 25 30 25

InterpretationFrom 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?

70%

20%

7%3%

Less Than 1 Year 1-2 Year2-4 Year Above 4 Year

>1 year 1-2 year 2-4 year <4 year

70% 20% 7% 3%

105 30 10 5

InterpretationFrom 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?

80%

7%

13%

Economical Durable Safe Product

Economical Durable Safe product

80% 7% 13%

120 10 20

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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Less than 30 minutes

From 30 minutes to 1 hour

From 1 to 2 hours From 2 to 3 hours

More than 3 hours

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.

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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 Internet /application

Gaming Text messaging

13% 60% 20% 7%

19 90 30 11

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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 No

80% 20%

120 30

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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 No Maybe

27% 17% 56%

40 26 84

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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.

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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 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.

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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

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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.

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QUSENTIONNAIREStudy 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

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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

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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

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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-marketing-

strategies-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/

123456789/1015/022001074%20-%20Phuc,%20Tran%20Nguyen.pdf?sequence=1

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