CHAPTER NO.

1
EXECUTIVE SUMMARY

1
 EXECUTIVE SUMMARY

I did my project report 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 Asst . Prof.
Joshua Xavier and Mr. Teklal Sharma, Marketing Manager 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 45 days. During the 45 days I traveled extensively to try &
cover maximum dealers of market of Pune. The main objective of the survey was to know the
customer Awareness of Oppo Mobile in market and present scenario of mobile in the market.

I have organized an event for customer awareness and done the auditing in shops and helped
dealer to open new shop for increase in sales.

India, like many other countries of the world, have adopted a gradual approach to smartphone
market reform through selective privatization and managed competition in different segments
of the smartphone market.

The Indian Electronic Industry is one of the fastest growing in the world and India is
projected to become the second largest Electronic Market globally OPPO in India has
commenced its operations in 2019.

The data for the Project Report was collected using Secondary Data & Primary Data.
Secondary data regarding growth of Indian Smartphone Market Ethics in business OPPO and
its strategies in India and other related facts was collected from the many websites and
Newspapers.

Currently, the mobile market is seeing fierce competition with a multitude of mobile brands.
Other than OPPO, there are Samsung, Apple, Huawei, Xiaomi, VIVO and others. IDC data
shows that compared with the worldwide smart phone shipments of 1.47 billion in 2017, the
shipment volume dropped by 0.5% in 2018-19. Although not by a large margin, it was the
first decline ever occurred in the history of the smart phone market. The smart phone market

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in China also experienced a 5% drop in shipment volume. The smart phone market is going
towards saturation: the consumers do not change their mobiles as often, and no longer show
much interest in replacing old phones with new models. Mobile brands are faced with fierce
competition within the mobile industry.

Consumers are no longer replacing their mobile phones as often. However, new models are
coming out at an increasingly high speed. In this context, if OPPO wants to increase its
market share together with other brands, remain in the market without being easily
eliminated, develop better, and establish an upmarket and stylish brand image, its marketing
strategy needs to be optimized. Studying the marketing strategy of OPPO mobile phones is
beneficial to the development of the brand itself and the mobile industry.

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.

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 CHAPTER NO. 2
INTRODUCTION TO THE STUDY

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INTRODUCTION

Customer Awareness

Customer awareness is a part of a company’s marketing & communications plan. It is a

process that helps an entrepreneur educates customers about his/her company, its
performances and the products or services his/her company delivers. A well-designed
awareness program ensures better customer engagement and protects consumer welfare.

 Understand which category of customers would be interested in the product or service

you’re planning to sell.
 Prepare an effective marketing and advertising plan to reach the target consumer
segment.
 Help customers find out your products and services.
 Convey a clear message explaining the strengths and benefits of your products.
 Gain consumer’s trust by helping them understand how the product will solve their
respective problems.

Today, a corporation operates in a highly competitive environment. If an entrepreneur wants

its target consumers to know about its innovations and prioritize its products over the similar
category products that its competitors sell, it has to build a good customer awareness process.

An entrepreneur needs a solid customer awareness plan to reach maximum numbers of

potential customers and create a product demand. However, it will not happen if a company
doesn’t communicate with the customers effectively. When building customer awareness, a
company has to put across its USP and solve the pain point of the customers.

It is aimed to study the marketing and customer awareness towards Oppo.

The project is analyzed the demographic, psychographic and customer buying characteristics
of the customers in buying the new mobiles of Oppo.

It includes the detailed study of customers focusing on the various parameters that lead to
identifying and understanding the perception of the customer in buying the new products of
Oppo Smartphone.

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 3 Steps to Building Customer Awareness

When building customer awareness, an entrepreneur determines his/her target market, uses a
very specific marketing tool or channels to engage and communicate with the consumers and
help them increase product and service knowledge. The three major steps that a customer
awareness program includes can be explained as below –

1. In the first stage, a company creates awareness by pointing out the pain point of the
customers. The company needs to talk more about the problem at this stage. The intention is
to make consumers aware of the prevailing problem if they’re not already. Raise awareness
using a very logical message.

2. Give customers a solution to that problem in the second step. Get customer’s attention by
presenting your solution as the best way to solve the respective problem.

3. Present your product or brand as the best solution to the problem in the third stage. As the
customers will know the problem they are facing by this time, it will be easy for them to
understand that they can overcome the problem with the help of your brand.

Corporations Who Incorporate Customer Awareness

Customer Awareness program is the best example. To create awareness about the company’s
product quality, safety, social and environmental performance, the company engages into
various two-way communications with the stakeholders and consumers. The company
participates in stakeholder engagement forums.

Also uses other non-traditional marketing ideas to create awareness. They initiated a Drive,
which encouraged people to experience their products firsthand and promoted the quality,
safety, green technology and other smart features that their vehicles had. The motive of the
campaign was to help consumers understand their product strength and thus increase the
likelihood that they would buy it.

So the bottom line is, a well-designed customer awareness program helps a company convey
a clear message to its target customers, gain their trust by giving them accurate product
information and create a market demand.

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Awareness is the top of the marketing funnel. Understanding customer awareness deepens
our empathy for the individual customer.

Many senior services and products approach the customer from a point of That’s a hard nut to
crack. A different way of approaching the customer is to understand how they define their
needs, and tap into their motivations. 

This customer awareness model comes from great marketer Eugene Schwartz.

The first attempt at segmenting customers is typically:

1. the user of the product or service, aka “the senior”

2. the buyer or influencer , aka “caregiver”
3. the referral source, aka “professional”
This is first cut segmentation; there are still different segments within these. All caregivers
are not lumped into one group, all seniors are not alike, and different professionals have
different needs. But let’s keep it simple and limit this discussion to 3 segments.

What do we mean by Customer Awareness?

Different customer segments have different levels of awareness. There are 2 parts to this
awareness
awareness of your service — high-level brand awareness
awareness of their need
Each customer has a need they want to fulfill. The need can be to resolve a pain, or achieve a
motivating goal:

Most Aware Customers

This customers knows your service or product will solve their need, and they just don’t know
the price and terms. The Most Aware person already understands your service. The Most
Aware person, they are already educated. What they want is pricing information.
This customer wants to see your product offering, what’s included, and the price.
The Most Aware customer is so familiar with your service or product offering, you need
strong iconic branding and emotional marketing to stand out. If your customers can be
categorized as “Most Aware” you must work harder to differentiate your offering.

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Product Aware Customers
This customer understands your service category, they are aware of your product. What they
don’t know, and haven’t decided, is if your product or service is a fit for them. The customer
is evaluating. They are not sure you are the best fit for them.
Here, you need to crush the competition. You need to explicitly tell the customer why you are
better than other options, other brands and other alternatives. Your marketing and sales must
know exactly how your competition is lacking, and they will know exactly how to crush
them.

Solution Aware Customers

Solution Aware Customers know the results they want but they don’t know how your product
will deliver. They need to know HOW you meet their need. They intimately understand and
live their need, they know the outcome / solution they want. What they need to know is,
HOW do you solve their need?
> Set an outcome or potential future state for this customer, a goal they want to achieve.
This customer is probably hearing a lot of competing claims about benefits and it’s all
sounding like noise. You need product features, or service features, to differentiate yourself,
and back these up with facts. It’s not about making bold claims but focusing on your features
and data, information and third party validation.
Marketing to these customers involves creating a potential future state or outcome for this
person, a goal they want to achieve.

Problem Aware Customers

Problem Aware customers know they have a need, but they don’t know the solutions.  They
are deep in their pain or desire. They are new to the idea that a solution exists.
Market to these customers by connecting with them where they are. Tap into this need,
agitate it, remind them of their need. Build empathy and lay out your solution. Then, they will
become “solution aware” customers, and you move up a stage in the awareness.
Many marketers are frustrated by the problem aware customer. The marketer may be focused
on the wrong “need.” Remember, a need could be a desire, a motivation, not a pain point.
Even if you clearly see a limitation or pain point, it may not be a problem per-se for the
customer.

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Completely Unaware Customers
These customers don’t even think they have a problem, need or desire. Perhaps they don’t
feel the “pain” we see. Yet their opinions, beliefs and ideas are strong. They may be defiant
against “solutions” to poorly targeted “problems.” (Sound familiar?)
This is a difficult segment to market to — it’s a long sales cycle with multiple touches and a
lot of education. Thus, it’s the most expensive people to market to.
The customer may not be open to a poorly positioned “solution.” The less-strategic marketer
will focus on influencers — referring professionals or family caregivers — and then hit a
brick wall of resistance when starting a conversation with the actual customer.
You can connect with these customers by speaking to their state of mind. Uncover their goal
or motivation, and nurture a desire from that goal.  They will need more information, more
visual stories, and more testimonials, to increase their awareness.

Getting out of “what’s the price” conversations

A large swath of assisted living communities and in-home care services seem similar to
consumers. They do not clearly differentiate themselves vis-a-vis their peers and competition.
The customer believes they already understand the product. The customer’s criteria is based
on price.
Even in their search for pricing information, customers are frustrating. Like getting a price
from a car dealer (unpleasant!), there is little transparency and no readily available
information. Most adult communities, senior living and in-home care agencies make the
customer struggle for pricing information.
Companies that are undifferentiated in a known field have target customers who are Most
Aware. By differentiating their service, a company can target Product Aware and Solution
Aware customers.

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OBJECTIVE OF THE STUDY

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 Awareness
and selling OPPO Smartphone’s towards Oppo Mobiles India Pvt. Ltd were -

 To study the effectiveness of the communication of the offers to the consumers.

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

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IMPORTANCE OF THE STUDY

The project is about “Study of Consumer Awareness and Selling of OPPO Smartphone
Towards OPPO Company”.

OPPO uses only highest quality components available on the market. Alliances with the
leading international partners ensure that we have the latest and best hardware available. With
an uniquely independent R&D capacity, we design, develop, manufacture, market, and sell
our products ourselves.

We have full control over the entire supply chain, from our factories to the hands of our
customers. This way, we can design for the end product in mind and ensure that only the best
quality products reach our customers.
 
OPPO Mobile

OPPO Electronics Crop. Is an electronics manufacturer based in Guangdong, China. Known

for smart phones, the company also makes MP3 players, portable media players, LCD- TVs,
and DVD/Blu-ray players. It was founded in 2004.

It has been registered in more than 140 countries. With more than 10,000 employees. Oppo
design, manufacture and promote their own products to assure customers of reliable and
exquisite products from beginning to end.

Oppo has extended its business to America, Russia, Europe, Southeast Asia and South Asia.

The slogan of Oppo smart phone is “Make quality products and sell them well.”

Brand Positioning:
Oppo is continually striving to impress and capture the young hearts with elegant design,
simple user experience and high quality service.

Corporate Philosophy:
OPPO’S corporate philosophy is Ben fen. It conveys their business principles of honesty,
integrity and ethics.

“We do right things but not only do things right”.

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Today, a corporation operates in a highly competitive environment. If an entrepreneur wants
its target consumers to know about its innovations and prioritize its products over the similar
category products that its competitors sell, it has to build a good customer awareness process.

An entrepreneur needs a solid customer awareness plan to reach maximum numbers of

potential customers and create a product demand. However, it will not happen if a company
doesn’t communicate with the customers effectively. When building customer awareness, a
company has to put across its strategy and solve the pain point of the customers.

Building customer awareness is important because consumers have a right to know why they
should buy your product, what its benefits are and how safe it will be to use your product.

LIMITATIONS

 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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 CHAPTER NO. 3
COMPANY PROFILE

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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

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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, 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.

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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.

The History of OPPO innovation

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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
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 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:

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The world’s fastest and safest mobile device charging technology

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21
 Live Weather

Gesture panel

Off-screen gesture

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 The world biggest-selling gadget

‘designer oscar ‘ magazine

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

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Smartphone’s released this year

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

23
PRODUCT PROFILE
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 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
 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
Android, v4.3

26
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

Oppo N3

Product Features:
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

27
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.
 Reporting the information to the manager.
 Planning the new strategy for communicating with the clients.

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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.

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.

29
Auditing

I have done Price audit and 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 )

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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
cell phones 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-

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.

31
 CHAPTER NO. 4

REVIEW OF LITERATURE

32
FUNCTION OF THE JOB:
 The main task given 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.
 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 leaflets were 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

33
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.

Auditing

I have done Price audit and 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 presents in any shop my work is that to convert
the shop owner for keep our product. I was converted some shops in Pune during my SIP.

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.

34
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-

5. 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.
6. I have to look after that the shop is breaking MOP policy or not.
7. The company was providing incentives for institutional sales, if the sales person is
selling <10000 Rs ph. then he will get 50Rs/phone, 10000 Rs-20000 Rs phone then
100Rs/ phone, if 20000 Rs-30000 Rs phone then 150Rs/phone.
8. I used to give updated news and information about the phones.

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.

35
 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:

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 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.

Branding Strategy:

To understand the branding strategy must have a good knowledge about branding. According
to the American Marketing Association, a brand is a “name, term, sign, symbol, or design, or
combination of them, intended to identify the goods and services of one seller or group of
sellers and to differentiate them from those of competition.” OPPO’s branding strategies
developed based on the on the guideline of the CBBE (Customer Based Brand Equity) model,
invented by Prof. Keller. This brand perception consists of six brand building blocks, which
consists of

Brand salience: The awareness of consumers or customers about your brand which comes in
two dimensions: breadth and depth; in addition to that it is developed and measured by the
two essential sub elements: brand recognition and brand recall. Before making any other
brand development decisions, brand managers and marketers must invest time and resource
to build up brand awareness, as we all know the logic that: Buying comes after knowing.

36
 Brand performance: The fictional benefit that a brand offers to its buyers. This tells how
the design and other features of the brand can satisfy the usage expectation that
consumers are looking for when making purchase decisions. Brand image: The
emotional benefits that a brand can bring to its buyers, meaning how a brand can meet the
psychological need of its buyers. Brand judgment: Consumers opinions toward a brand
about it performance and features, it is their story about how the brand affects their lives
and the way they use the product. rand feelings: Consumers feeling and association with
the brand in the post purchase experience, whiter they like it or hate it and their intention
to make repurchase decisions. Brand salience:

When I asked to rank the top five Smartphone companies in the country, who are operating
their business with good brand reputation, the most frequent names to be mentioned are:
 1. Samsung
 2. Sony
 3. Apple iPhone
 4. Nokia
 5. HTC

Despite that amazing ranking the respondents seems to have no level of awareness
about OPPO. Although I took their interviews when they came to market to purchase a good
Smartphone and mainly when they came to see the OPPO Smartphones at OPPO retail shops.
But when I asked that, are they know about OPPO, amazingly most of the respondents told
that they are heard about OPPO.

Brand performance:
If we think about OPPO as a company which provides Smartphones to market,
thenSmartphones are its product which is branded by OPPO as they compete for its company
reputation. Consequently, OPPO brand reputation adds some advantages to the Smartphones.
When I talked with the respondents about what factors they used when they purchase a
Smartphone, different respondents come up with different set of ideas. However there exist
some similarities between the answers. They all following the below factors-

37
Configuration: Configuration means the specification of the Smartphones. Actually
configuration consists of processor speed, RAM, ROM, camera and may other things.
Price: Price is a very important factor for making a purchase decision. When customers come
to buy a Smartphone he first looked at the configuration of the Smartphone then looked at the
price whether it’s in budget or not.

Features: If configuration is good and in budget then the customer move forward to see the
new technologies and features added into the Smartphone.

After sell service: After all things at last when the customers decided to make a purchase
then wanted to know the after sell service or the service that is provided by the brad. Actually
after sell service means the product warranty and the policies provided by the brand.

Strong brands are all about building image! It is about how consumers view a brand and got
connected to it by its personality, its core value and its associations in a favorable way. Brand
image is important for business because it is the most accessible cue that consumers can learn
about a brand. Moreover, consumers may want to be associated with brands that possess
positive image. For example: people use Louis Vuitton because of the prestigious image that
the brand offers to its users; or people who care for the environment use plastic bags and
prefer brands of recyclable products and fuel-economy cars. For Smartphones, it is very
similar to business, organizations must develop positive image in order to attract potential
customers. During interviews with respondents I separate OPPO’s brand image base on its
functions, which consists an organization which provides attractive technologies, smart
devices and the technologies that is offered by OPPO. The purpose is to find out business
perception about the image of OPPO in various aspects. For perception about OPPO brand
image as a Smartphone manufacturing organization, when asked to describe OPPO through
the respondents, most of the feedbacks are positive. Because of in our country if any
organization provides quality product or service at a premium price everybody mention it as a
branded product. In this scene OPPO is providing smart quality technologies at a premium
price.

Brand judgment:
In this part, respondents are asked to state their judgments about OPPO brand, taken into
account all their experience and impression with OPPO after watching all the features and
38
functions of the handsets. Since business only know about the Smartphones function of
OPPO, their judgments focus mainly on this aspect, especially in the quality of OPPO
smartphones features and functions, which are the two factors that made up the brand OPPO.
From the point of view of the respondents although OPPO is a relatively young organization
compare to others, it is a top brand with the reputation of providing top class Smartphones for
the market. According to respondents, the another best things about OPPO is that despite
being a younger organization, OPPO shows that it has the capability and the resources needed
to ensure the quality in making the Smartphones.

Brand feeling:
 As a Smartphone provider organization, the quality of OPPO smartphones gives
customers the feeling of trust and reliability; staffs of OPPO are highly trained by
companies for serving their potentials customers in highly professional ways.

Resonance:
Ultimately, after all the experience with the OPPO brand, respondents are asked whether they
like to buy the OPPO Smartphones and will they suggested their close persons to buy OPPO
Smartphones, and the maximum number of respondents answered “YES”. The reason why
they want to buy OPPO Smartphones and suggest other persons to buy OPPO Smartphones
because quality handsets with unique features and functions.

Current branding strategies of OPPO:

The current branding strategies of OPPO Pune Communication and Equipment Co. Ltd. are
given below:
 Establishing OPPO exclusive outlets: OPPO focusing on establishing Oppo exclusive
outlets in Pune.In India Oppo already established Oppo exclusive outlets in Bangalore
and Mumbai.
 OPPO brand outlet: OPPO frequently spreading its brand outlets not only in the super
markets but also in different important points of the country.
 Sponsorship: To spreading the brand name “OPPO” throughout the world, OPPO make
some sponsorship in major events of the like Champions League T20 at 2014, Brazil vs.
Argentina friendly match at Singapore, Big Boss (season 8) at 2014 etc.

39
 TVC: OPPO made different types of TVC to establish the name as a brand. For OPPO
the global brand ambassador is Leonardo DiCaprio famous Hollywood actor.
 Brochures: To spare the popularity of OPPO Smartphones, they provide their brochures
to the viewers and for visitors. The brochure consists with the all types of information
about the current OPPO Smartphones.

 Banners: OPPO spread their banners at different market places in order to inform the
customers and make the as a brand. The samples for the initial stage of the research were
taken purposively. Here, mobile phone models from key competitive brands such as
Samsung, Sony, HTC etc. and certain “non brand” models were taken that match the
price and feature range of the OPPO’s models, as available in the local market. This data
was collected following a random selection of stores in Pune India, another set of primary
sampling unit. During this session, face-to-face interviews with retailers and customer
were also underway, which are the secondary sampling unit.

All samples were taken from within Pune City, where most of the firms – or their
headquarters – related to this sector are congregated. Confining the study to the
immediate region also convened the ability to conduct a field study with more depth and
accuracy then it would have if the samples were select from a broader region

40
 CHAPTER NO. 5
RESEARCH METHODOLOGY

41
RESEARCH METHODOLOGY

RESEARCH DESIGN:

The purpose of the methodology is to design the research procedure. This includes the overall
design, the sampling procedure, the data collection method and analysis procedure.
Marketing research is the systematic gathering recoding and analyzing of data about problem
retaining to the marketing of goods and services.

The essential purpose of marketing research is to provide information, which will facilitate
the identification of an opportunity of problem situation and to assist manager in arriving at
the best possible decisions when such situations are encountered.

Basically there are two types of researches, which according to their applicability, strength,
weaknesses, and requirements used before selecting proper type of research, their suitability
must be seen with respect to a specific problem two general types of researches are
exploratory and conclusive.

1. Conclusive Research:

It is also known as quantitative research; it is designed to help executives of action that is to

make decision.

When a marketing executive makes a decision are course of action is being selected from
among a number of available. The alternatives may be as few as two or virtually infinite.
They may be well defined or only vaguely glimpsed.

Conclusive research provides information, which helps the executives make a rational
decision. In some instances, particularly if any experiment is run, the research may come
close to specifying the precise alternatives to choose, in their cases especially with descriptive
studies the research will only particularly clarify the situation and much will be left to the
executive’s judgment.

42
The type of research here is “Descriptive Research Design”. This kind of design is used for
more precise investigation or of developing the working hypothesis from an operational point
of view. It has inbuilt flexibility, which is needed because the research problem, broadly
defined initially, is transformed into one with more precise meaning in exploratory studies,
which in fact may necessitate changes in research procedure for gathering relevant data.

The characteristic features of research are as follows: –

 Flexible Design
 Non-Probability Sampling Design
 No pre-planned design for analysis
 Unstructured instruments for collection of data
 No fixed decisions about the operational procedures

Sample Size

Sample size refers to the numbers of respondents researcher have selected for the survey.

I have selected 50 sample units from market and individual customers.

Sampling Technique

The sample design provides information on the target information and final sample sizes. I
used conveyed convenient sampling surveyed in research.

Sampling Area:

While conducting sample, I went many places of Pune City areas only

Data collection tool

I have used Questionnaire, as the research instrument to conduct the market survey. The
questionnaire consisted closed ended questions designed in such a way that it should gather
maximum information possible.

The questionnaire was a combination of 14 questions. If choices are given it is easier for the
respondent to respond from the choices rather they think and reply also it takes lesser time.
Because the keep on responding and one has tick mark the right choice accordingly.

43
Data was collected through two sources:

Primary Source: Primary data was collected directly from the customers through a
questionnaire.

Secondary Source: The secondary source was the company website and my colleagues.

Method of sampling

Convenient sampling is used to do sampling as all the customers in the sites are Surveyed..

Data Analysis

Data analysis was done mainly from the data collected through the customers. The data

Collected from secondary sources is also used to analyse on one particular parameter.

Qualitative analysis was done on the data collected from the primary as well as secondary

Sources.

44
 CHAPTER NO. 6
DATA ANALYSIS AND
INTERPRETATION

45
DATA ANALYSIS AND INTERPRETATION

1) Age of the respondents.

AGE GROUP NO OF RESPONDENTS PERCENTAGE

18-25 3 6%

26-35 38 76%

36-45 6 12%

46-60 3 6%

TOTAL 50 100%

Chart Title

6% 6%

12%
<18 yrs
18 to 29 yrs
30 to 40 yrs
>40 yrs

76%

INTERPRETATION:

From the above table it can be inferred that 76% of the respondents are of age group 18 to 25
years. 12% of the respondents are of age group 30 to 40 years. 6% of the respondents are of
less than 6 years and more than 6 years. From the above researcher interpret that majority of
the respondents are of the age group 18 to 25 years.

46
 2) Profile of the respondents based on Employment.

OCCUPATION NO OF RESPONDENTS PERCENTAGE

Unemployed 36 72%

Self-employed 9 18%

Private Employed 2 4%

Govt Employed 3 6%

TOTAL 50 100%

Student
Salaried
Businessmen
Others

INTERPRETATION:

From the above table it can be inferred that 72% of the subscribers are Unemployed.18% of
the subscribers are Self Employed. 4% of the subscribers are private employed. 6% of the
subscribers are Govt Employed. From the above inference it is clear that large no of
subscribers are Unemployed.

47
3) Educational Qualification

a) Graduate
b) Post graduate
c) Doctorate

EDUCATION NO OF RESPONDENTS PERCENTAGE

Graduate 25 50%

Post Graduate 15 30%

Doctorate 10 20%

TOTAL 50 100%

60%

50%

40%

30%

20%

10%

0%
Graduate Post Graduate Doctorate

INTERPRETATION:

From the above table it can be inferred that 50% of the subscribers are Graduate.30% of the
subscribers are Post Graduate and the remaining20 % respondent are Doctorate. From the
above inference it is clear that large no of subscribers of OPPO phone are Graduate.

48
 4) Annual Income

a) Below 1 lac
b) Rs 1 Lac to Rs 10 Lac
c) Above 10 Lac

EDUCATION NO OF RESPONDENTS PERCENTAGE

Below 1 Lac 30 60%

Rs 1 Lac to Rs 10 Lac 15 30%

Above 10 Lac 05 10%

TOTAL 50 100%

70%

60%

50%

40%

30%

20%

10%

0%
Below 1 Lac Rs 1 Lac to Rs 10 Lac Above 10 Lac

INTERPRETATION:

From the above table it can be inferred that 60% of the subscribers annual income are below
1 Lac Rs .30% of the subscribers annual income is 1 Lac Rs to 10 Lac and 10 % respondent
annual Income are more than 10 Lac Rs. From the above inference it is clear that large no of
subscribers of OPPO phone are below 1 Lac Rs.

49
 5) Which of the following services card do you use for your OPPO phone.

CARDS NO OF RESPONDENTS PERCENTAGE

Pre Paid 35 70%

Post Paid 15 30%

TOTAL 50 100%

80%

70%

60%

50%

40%

30%

20%

10%

0%
Pre Paid Card Post Paid Card

INTERPRETATION:

From above table it can be inferred that 70% of the respondents are using the benefits of Pre
Paid Card and The rest are 30% Users are using the Post Paid Card. Further from the
inference the researcher can interpret that majority of the respondents Pre Paid customers.

50
6) From which sources you come to know about OPPO phone.

Sources NO OF RESPONDENTS PERCENTAGE

advertising 24 48%

Hording 15 30%

publicity 7 14%

Word of mouth 4 8%

TOTAL 50 100%

60%

50%

40%

30%

20%

10%

0%
advertising hording publicity word of mouth

INTERPRETATION:

From the above table it can be inferred that 48% of the respondents source are from
advertising 30% of the respondents are from Hording come to know . 14% of the
respondents are from Publicity. From the above, researcher can interpret that most of the
subscriber come to know the brand from advertisement, they use. Hence majority of the
subscribers of OPPO phone increases by advertising.

51
7) Since how long you are associated with OPPO phone Service.

Sources NO OF RESPONDENTS PERCENTAGE

1-3 months 00 00%

4-6 Months 10 20%

7-9 Months 05 10%

10-12 Months 35 70%

TOTAL 50 100%

80%

70%

60%

50%

40%

30%

20%

10%

0%
1-3 Months 4-6 Months 7-9 Months 10-12 Months

INTERPRETATION:

From the above table it can be inferred that 70 % of respondents are associated with OPPO
phone 10% of the respondents are from 7- to 9 months. 20% of the respondents are from 4-6
Months and. From the above, researcher can interpret that most of the customers are
associated with OPPO phone.

52
8) Indicate your level of significance with respect to OPPO phone services?

PARAMETERS NO OF RESPONDENTS PERCENTAGE

Extremely satisfied 8 16%

Satisfied 10 20%

Neither satisfied nor dissatisfied 30 60%

Dissatisfied 2 4%

Extremely dissatisfied 0 0%

TOTAL 50 100%

70%
60%
50%
40%
30%
20%
10%
0%
ed ed ed ed ed
tisfi tisfi tisfi tisfi tisfi
sa Sa iss
a
ss
a
iss
a
ely r d Di d
em no ely
tr em
Ex ed tr
tisfi Ex
a
ers
ith
Ne

INTERPRETATION:

From the above TABLE it can be inferred that 60% of the respondent’s rate Neither
Satisfied nor Dissatisfied. 20% of the respondent’s rate satisfied. 16% of the respondent’s
rate extremely satisfied. 4% of the respondent’s rate dissatisfied. From the above, researcher
can interpret that by considering all factors like the most respondent are Neither Satisfied
nor Dissatisfied.

53
9) Indicate your level of significance with respect to the price of OPPO phone services?

PARAMETERS NO OF RESPONDENTS PERCENTAGE

Extremely satisfied 20 40%

Satisfied 10 20%

Neither satisfied nor dissatisfied 15 30%

Dissatisfied 05 10%

Extremely dissatisfied 00 0%

TOTAL 50 100%

45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
ed ed ed ed ed
tisfi tisfi tisfi tisfi tisfi
sa Sa iss
a
ss
a
iss
a
ely r d Di d
em no ely
tr em
Ex ed tr
tisfi Ex
a
ers
ith
Ne

INTERPRETATION:

From the above TABLE it can be inferred that 30% of the respondent’s rate Neither
Satisfied nor Dissatisfied. 20% of the respondent’s rate satisfied. 40% of the respondent’s
rate extremely satisfied. 10% of the respondent’s rate dissatisfied. From the above,
researcher can interpret that by considering all factors like the most respondent are Neither
Satisfied nor Dissatisfied.

54
10) How did your OPPO phone perform?

Internet NO OF RESPONDENTS PERCENTAGE

Extremely satisfied 30 60%

Satisfied 10 20%

Neither satisfied nor dissatisfied 8 16%

Dissatisfied 2 4%

Extremely dissatisfied 0 0%

TOTAL 50 100%

35%
30%
25%
20%
15%
10%
5%
0%
ed ed ed ed ed
tisfi tisfi tisfi tisfi tisfi
sa Sa iss
a
ss
a
iss
a
ely r d Di d
em no ely
tr em
Ex ed tr
tisfi Ex
sa
her
it
Ne

INTERPRETATION:

From the above table it is inferred that 30% of the respondents of their OPPO phone because
of Extreme performance . 20% of the respondents opted OPPO phone because of satisfaction
performance. 16 % of the respondents of OPPO phone says Neither satisfied nor dissatisfied.
Only 6% of the respondents of OPPO phone says about not satisfied because of the inbuild
application which they not know.

55
11) Do you call The Customer Care of OPPO phone?

RESPONSE NO OF RESPONDENTS PERCENTAGE

Yes 20 40%

No 30 60%

TOTAL 50 100%

60%

60%

50%
40%

40%
% of response

30%
Series1

20%

10%

0%
Yes No
Response

INTERPRETATION:

From the above table it can be inferred that 40% of the respondents had called the customer
care for inconveniences. 60 % of the respondents do not call the customer Care at all for any
problems. From the above, researcher can interpret that most of the subscribers are loyal to
their brand and there is small percentage of subscribers who called the customer care for their
issue .

12) Would you like to recommend OPPO phone to others?

56
 RESPONSE NO OF RESPONDENTS PERCENTAGE

Yes 40 80%

No 10 20%

Total 50 100%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
Yes No

Interpretation:

80% of the OPPO phone customers would like to recommend OPPO phone services to
others while 20% of the OPPO phone Customers won’t recommend to others.

57
 CHAPTER NO. 7
FINDINGS, SUGGESTIONS AND

CONCLUSION

58
FINDINGS

From the above graph it shows that maximum number of respondents owns a Smartphone.
From the respondents 90% are Smartphone user and 10% are not Smartphone user. From the
above chart it is very clear that no. of Smartphone user is increasing.

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.

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.

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%

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.

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.

When I asked the respondents did you ever heard about OPPO most of the respondent said
yes and the percentage is 83%. I give me a clear view that the brand name OPPO is heard by
the maximum no. of the respondents. Only the 17% of the respondents did not heard about
OPPO.

59
SUGGESTIONS

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-

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.

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.

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

60
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.

61
 APPENDIX

BIBLIOGRAPHY /
QUESTIONNAIRE

62
 BIBLIOGRAPHY

Books Referred

 Marketing Management, 13th edition - Philip Kotler

 Survey Research Methods - Charles Babbie

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.

Websites Referred

 www.google.com
 www.indiatelecom.com
 www.wikipedia.org
 www.oppoindia.com

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 QUESTIONER
Name:- -----------------------------------------------------------------------------------
Age:- -------------- Gender:- -----------------------
Contact no :- -------------------------------------------------

1) What is your mobile’s price?

Less than Rs 5000 Rs 5000 – Rs 10000
Rs 10001 – Rs 20000 More than Rs 20000

2) How much extra amount you spend for mobile security?

Less than Rs.500 Rs.500 to 1000
Rs.1000 to 2000 More than rs.2000

3) Are you aware about OPPO mobile?

Yes No

4) Is your mobile insured?

Yes No

5) Which mobile you are using?

SAMSUNG LG
Micromax other

6) Which feature using mostly?

Office tool Games

SNS

64
7) What is the processor of your mobile phone?

Dual Core Quad Core

Octa Core Other

8) Daily Usage in Hour?

5 hour 7 hour
10 hour 12 hour

9) Your decision of selection of a product influenced by_

Family members Friends

Sales executive Advertisement

10) Are you aware about OPPO Mobile India pvt.ltd?

Yes No

11) Which are the sources of awareness of OPPO Mobile pvt.ltd and its products?

Advertisements Friend circle

Sales Executive

12) What kind of product of OPPO you are aware about?

Head Phone Power Bank

Back Cover

13) Are you satisfied with service provided by OPPO?

Yes No

14) How will you rank to OPPO? QUESTIONER

Name:- -----------------------------------------------------------------------------------
Age:- -------------- Gender:- -----------------------
Contact no :- -------------------------------------------------

5) What is your mobile’s price?

65
 Less than Rs 5000 Rs 5000 – Rs 10000
Rs 10001 – Rs 20000 More than Rs 20000

6) How much extra amount you spend for mobile security?

Less than Rs.500 Rs.500 to 1000
Rs.1000 to 2000 more than rs.2000

7) Are you aware about OPPO mobile?

Yes No

8) Is your mobile insured?

Yes No

5) Which mobile you are using?

SAMSUNG LG
Micromax other

6) Which feature using mostly?

Office tool Games

SNS

66
7) What is the processor of your mobile phone?

Dual Core Quad Core

Octa Core Other

8) Daily Usage in Hour?

5 hour 7 hour
10 hour 12 hour

9) Your decision of selection of a product influenced by_

Family members Friends

Sales executive Advertisement

10) Are you aware about OPPO Mobile India pvt.ltd?

Yes No

11) Which are the sources of awareness of OPPO Mobile pvt.ltd and its products?

Advertisements Friend circle

Sales Executive

12) What kind of product of OPPO you are aware about?

Head Phone Power Bank

Back Cover

13) Are you satisfied with service provided by OPPO?

Yes No

14) How will you rank to OPPO?

Excellent Very Good

Good Bad
Excellent Very Good
Good Bad

67