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

ON CONSUMERS”
SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE

AWARD OF DEGREE OF MASTER OF MANAGEMENT STUDIES (MMS)
UNDER UNIVERSITY OF MUMBAI.
SUBMITTED BY:
Mr. ANAND WALCHAND SHINDE
PRN NO.: 222081037
BATCH NO: 2022-2024
UNDER THE GUIDANCE OF
Dr. N. Mahesh
ANNASAHEB CHUDAMAN PATIL COLLEGE OF ENGINEERING,

MANAGEMENT STUDIES AND RESEARCH, KHARGHAR.
Plot No.17, Sector 4, Kharghar, Navi Mumbai-410210

Phone No (022 27863644, 27745722, 27745732
Email: principle@acpce.org Website: www.acpce.org Fax No: 91-22-27575732
GUIDE CERTIFIACTE
This is to certify that Mr. ANAND WALCHAND SHINDE student of Master of

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

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

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

Professor & HOD Principal
DECLARATION
I, hereby declare that his research project report entitled “A STUDY ON

CONSUMERS" is record of work carried by me under the guidance of Dr N.
Mahesh as a partial fulfilment of award of degree in MMS.
I also hereby declare that this project report is a result of my own effort and being
submitted at any time to other university or institute for the award of any degree or
diploma.
MR. ANAND SHINDE
Date:
Place: Navi Mumbai

ACKNOWLEDGEMENT
I have great pleasure in submitting this project report entitled "A STUDY ON
CONSUMERS"
I would like to express my sincere thanks to Dr. Vijay Kumar N Pawar, Principal
A.C. Patil College of Engineering, Management Studies & Research, for providing
me this opportunity.
The completion of this project work is a milestone in students' life and its execution
is inevitable in the hands of guide. I would like to acknowledge with much
appreciation Dr N. Mahesh, Prof. & HOD for helping in the execution and
preparation of the project
My sincere thanks Prof. Abhijeet Salunke for helping me to complete my project
MR. ANAND SHINDE

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

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

to promote their products or services effectively within specific timeframes.
Employing the SMART approach ensures clarity and success in managing marketing
activities, streamlining efforts through quantifying objectives, assessing feasibility,
and setting timelines. Comprehensive research methodologies utilizing both primary
and secondary data sources provide valuable insights into consumer behavior,
market trends, and competitive dynamics, enabling businesses to refine their
strategies effectively.
The findings of the study underscore the significant preference of consumers for One
plus products and the perceived effectiveness of the company's advertisements in
spreading awareness. Consumers highly value the logo, slogan, and message
conveyed in the ads, attributing them to the brand's recall value. However, areas for
improvement include enhancing after-sales service, innovating advertising strategies
focusing on value propositions, and expanding the reach of service centers and
marketing efforts. Additionally, catering to different demographics' preferences and
continual innovation in advertising and merchandise are recommended for sustained
growth and brand appeal.
In conclusion, the study emphasizes the imperative for One plus to expand into rural
markets, prioritize customer service, and leverage value propositions for loyalty and
market leadership. Continuous investment in R&D, brand recall efforts, and
innovation in merchandising and advertising are recommended for sustained growth.
Ultimately, One plus' smart marketing strategy has propelled it to the forefront of
the smartphone market, positioning it as a potential future brand leader in the
competitive landscape.
TABLE OF CONTENTS
SR NO TOPIC PAGE NO
1 COVER PAGE I
2 GUIDE CERTIFICATE II
3 COLLEGE CERTIFICATE III
4 DECLARATION IV
5 ACKNOWLEDGEMENT V
6 EXECUTIVE SUMMARY VI-VII
CHAPTER 1 INTRODUCTION 1-2
1.1 INTRODUCTION TO TOPIC 1
1.2 BRIEF ABOUT THE COMPANY 1
1.3 OBJECTIVES OF STUDY 1
1.4 NATURE & SCOPE OF STUDY 1-2
1.5 HYPOTHESIS OF STUDY 2
1.6 LIMITATION OF STUDY 2
CHAPTER 2 REVIEW OF LITERATURE 3-4
CHAPTER 3 COMPANY PROFILE 5-11
3.1 ABOUT COMPANY 5-8
3.2 INDUSTRY ANALYSIS 9-11
CHAPTER 4 RESEARCH METHODOLOGY 12
CHAPTER 5 DATA COLLECTION & ANALYSIS 13-17
CHAPTER 6 SUGGESTIONS & CONCLUSION 18
ANNEXURES 19-20
REFERENCES 21

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A

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

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE

PRN NO.: 222081037

BATCH NO: 2022-2024

UNDER THE GUIDANCE OF

ANNASAHEB CHUDAMAN PATIL COLLEGE OF ENGINEERING,

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

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

Place: Navi Mumbai

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

Dr. N. Mahesh Dr. Vijay Kumar Pawar

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

MR. ANAND SHINDE

Place: Navi Mumbai

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

MR. ANAND SHINDE

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

Furthermore, marketing objectives act as guiding principles for businesses aiming

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