Oneplus (1+) just had a Mathematical connotation before it became - 'THE OnePlus'. Presenting my interesting take on Marketing Mix of OnePlus from a User's perspective in an unorthodox way.

1. Marketing Mix of OnePlus by a
OnePlus User (with added attraction of STP)
- by
Alok Kumar Saini PRO
https://www.linkedin.com/in/alok-kumar-saini/

2. Disclaimer :-
• OnePlus has not paid me to make this presentation. On the contrary, I’ve paid
OnePlus in full whenever I bought their phones ☺ Currently, I use 7 Pro.
• This presentation has been prepared from the customer’s perspective & not
OnePlus’s. Though, all efforts have been put together to ensure authenticity, the
presenter has relied heavily on his user experience to prepare the same. Hence, it
does not claim to be 100% factually correct.
• Probably, the biggest OnePlus fan after Pete Lau & Carl Pei, I still love my nation
above all & anything else. (Hope, my point is understood)
• You are free to criticize this presentation, if you didn’t like…….but if you liked, pls
don’t hold on to your heart & click on the Like button. If you felt even better, you
may comment & share as well ☺
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3. 2014 : On 1 fine day, when the Apples, Samsungs & Blackberrys of the world were
completely monopolizing the high-end smartphone market, there came a nobody
claiming to offer high quality smartphones which were surprising affordable for the
erstwhile-ignored upper-middle class. This aspirational class neither had the deep
pockets to buy the latest iPhone, nor the disposable monthly income to pay for
exclusive data packs for using internet on Blackberry phones (those days
Blackberry had exclusive data plans offered by mobile operators).
Now, point to be noted My Lord……..
What so magical happened in these 6 years that the Market frontrunners like
Blackberry, Nokia, & our very beloved Micromax vanished from the market but OnePlus
claimed the leadership on the contrary ??
2020 : Up…UP & AWAY !!
Counterpoint Research released its analysis of premium smartphone
shipment market share during the second quarter of 2020 in India. It
revealed that OnePlus leads the market with 29 percent share.
(https://gadgets.ndtv.com/mobiles/news/OnePlus-q2-2020-profit-sales-india-premium-smartphones-samsung-apple-counterpoint-analysis-
2272085#:~:text=Counterpoint%20Research%20today%20released%20its,market%20with%2029%20percent%20share)
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4. Are Deewano Mujhe Pehchano !!
• I love my India but Yes, OnePlus is a Chinese company found by Pete Lau & Carl Pei.
• Surprise….Surpirse…..Pete Lau worked with Oppo Mobiles previously.
• Oppo Electronics is a major investor in OnePlus (good enough reason why new OnePlus
Models are based on recently launched Oppo models).
• OnePlus has one of the most motivational taglines, “NEVER SETTLE” & their track
record substantiates their motto.
• Bachcha-2 janta hai…. OnePlus, Vivo, Oppo & RealMe – all of them belong to BBK
Electronics which is again Chinese (Kash tum sab Hindustani hote toh main tumhe gale
laga leta )
• OnePlus launched its 1st mobile - OnePlus One on 23rd April, 2020 followed by its
Indian launch in Dec, 2014.
Uske baad, kya hua….Lets take a look !!!!
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5. Marketing Mix – 4
The marketing mix consists of four basic
marketing strategies known as the 4 P’s.
•Product
•Price
•Place
•Promotion
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6. • OnePlus has the most impressive specifications expected from a premium-category
smartphone.
• In an era of smartphones boasting 512MB RAM & 16GB Storage, it disrupted the market
with its 1st product OnePlus One coupled with 3GB RAM, 64 GB Storage along with host
of other industry-first features.
• Ever since, it has led the industry in terms of technology & innovations like Type-C,
Warp Charging, bezel-less display, 12 GB RAM, in-display fingerprint, including others.
• OnePlus follows a launch pattern of introducing 2 smartphone models every year, the
latter generally referred to as T (Turbo) Model of the former. However, in 2019, OnePlus
expanded its offerings & launched a superior PRO version of its OnePlus 7 with some
additional features.
• Additionally, OnePlus also offers Smart TVs, OnePlus Buds, OnePlus Bluetooth Earphones
& other accessories which have their own merits vis-à-vis its competitors.
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7. • Back in 2014 & 2015, OnePlus filled the gap created by premium smartphone makers like
Apple & entry-level players like Nokia, Micromax, Gionee, Spice, etc. by launching
OnePlus One below 25k.
• Since its inception, OnePlus has followed a very interesting pricing strategy of
continuously targeting the pockets of aspirational upper-middle & middle-class from
OnePlus One till OnePlus 6T.
• However, it changed its strategy & elevated to target the upper-class with its OnePlus
7 Pro priced at an unorthodox price-point of around Rs. 50k & above in India.
Considering the tag of affordable premium smartphone, it was a huge risk which
actually paid-off & pushed OnePlus to the Market Leadership making way for OnePlus
7T Pro & 8 Pro.
• After receiving incessant customers’ responses for diluting the affordable premium
smartphone image with its high-priced Pro models, OnePlus finally launched the highly-
awaited OnePlus Nord at as low as the launch prince of OnePlus One – 25k Only.
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8. • OnePlus in India was sold exclusively through Amazon
initially. However, it decided to go offline to capture
the larger pie of the market by making it available in
retail stores & retail chains like Reliance Digital &
Vijay Sales. Nevertheless, OnePlus is one of the
biggest beneficiaries of the Internet Boom in India
with majority of its sales contributing from the e-
commerce site.
• OnePlus has also recently opened exclusive OnePlus
Stores named as OnePlus Experience Stores in select
cities to give first-hand tangible experience of their
latest launches to customers.
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9. • Company’s 1st phone, OnePlus One is a special phone for the company in many ways.
It was the 1st phone in India to be made available only through a system whereby
customers had to sign up for an invite to purchase the phone at irregular intervals.
Whether a compulsion or a marketing gimmick, but it created a mass hysteria for
OnePlus right at the time of launch. Customers felt like & took it as a great
achievement to be invited to buy a Premium product. (I myself waited for a good 2
weeks to buy the phone)
• OnePlus went a step ahead & announced the OnePlus 3 via an interactive VR launch
event. The OnePlus 3 initially went on sale within the VR app itself. OnePlus touted
the event as the world's first VR shopping experience.
• Over the years, OnePlus has completely owned the promotional concept of Flash-Sale
making customers wanting for more. Tremendous Pull, HUH ?
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10. India gets a Marketing shock sponsored by OnePlus !!
Need an invite to buy a phone ??!!
You must be kidding me !!
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11. OnePlus replaces Hero
with a Superhero !!
• In May 2019, OnePlus made a deal with
‘Avengers’ actor Robert Downey Jr. to
endorse OnePlus 7 Pro. Before him, it was
Indian actor Amitabh Bachchan who used to
endorse OnePlus in India.
https://www.youtube.com/watch?v=3pwEaJq6rv4
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12. OnePlus
FLASH-SALE !!
Miss it only if
You wanna
Settle with the
Ordinary !
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13. • Age – 18-45 approx
• Gender – Initially, it was Male but now its Unisex
• Income – Middle, Upper-Middle, High
• Marital Status – LOL ☺ (Mobiles are anyways cause of divorce nowadays)
• Geographics – Key focus on India (So what if it’s a Chinese brand….we belong to a
society that boycotts Salman Khan on Social Media but makes his movies Blockbuster)
• Lifestyle – Working Professional majorly, Businessmen
• Personality – Tech-savyy (one who understands the mobile specs)
• Benefits sought – Productivity
• Loyalty Status – Brand Loyal (e.g. OnePlus Community, Red Cable Club)
• Occasion – Official Work
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14. • OnePlus has proved itself to be a maestro in Targeting its TG by smartly implementing
the Differentiated Marketing Strategy. It has consistently targeting the below segments:-
• Metro / Urban / Semi-Urban buyers who can correlate with the brand & sync with
the distribution channel.
• Aspirational price-sensitive buyers looking for a premium phone without having to
worry to sell their kidney.
• Working professionals who look upon the brand as a reliable partner with a
flawless performance enhancing their work productivity. Over the years, OnePlus
has become the seller’s promise to Never Settle unless the buyer is satiated. Not
just Customer Satisfaction but DELIGHT !!
• Free-spirited vibrant minds who refuse to be a part of the crowd but aim to build
new roads to explore the unexplored. Brand personality of OnePlus can be best
summed up as avantgarde, who dare to dream & achieve.
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15. As Mr. Ries & Mr. Trout said,
“Positioning takes place in the minds of the prospects.”
Positioning of OnePlus is very clear:-
• OnePlus wants to focus on being a premium smartphone brand at an affordable
price to its TG while delighting its customers with newer innovations & features.
• “It's cool to see a young brand disrupting the tech landscape... I was challenged
to help them create an authentic campaign based on the tenets of quality and
craftsmanship, and it's already proving to be a great fit creatively. ”
-- Robert Downey Jr.
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16. No Thank You
Slide
because….
OnePlus
says…..
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