A STUDY ON BRAND POSITIONING OF ONE PLUS MOBILES: QUALITATIVE ANALYSIS - IAEME Journals
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Journal of Management (JOM)
Volume 5, Issue 4, July – August 2018, pp. 166–170, Article ID: JOM_05_04_018
Available online at
http://www.iaeme.com/JOM/issues.asp?JType=JOM&VType=5&IType=4
Journal Impact Factor (2016): 2.4352 (Calculated by GISI) www.jifactor.com
ISSN Print: 2347-3940 and ISSN Online: 2347-3959
© IAEME Publication
A STUDY ON BRAND POSITIONING OF ONE
PLUS MOBILES: QUALITATIVE ANALYSIS
Gaurav Verma
PGDM 2017-19 BIMM, Pune, India
Dr. Binod Sinha
Professor, BIMM, Pune, India
ABSTRACT
The telecommunication industry is fastest growing sector in today’s economy
.Earlier cell phone industry is primarily engaged in the manufacturing of mobile
phones, including mobile phone handsets. But now industry is totally concentrated on
moving forward technologically. It is growing alongside up-and-coming technologies
and innovations, building upon the progress of "smartphones" and other phone
feature and segments made in recent years. One Plus mobiles are among few cell
phone manufacturer which is positioning its brand very high in the mind of
consumers. OnePlus was launched its first mobile in 2014 and in a small duration of
time it became one of the market leaders in 2017, OnePlus leads the premium phone
market in India with 48 percent share in the Q4, 2017 as per IDC. They entered the
market with a proper strategy that positioned them as a premium market player in the
industry. Recently they launched OnePlus 6 and the mobile handset sold hand to hand
in the market, it made a record sale of Rs.100 crore within first 10 minutes of its
preview sale on Amazon India and its own website. The research paper outlines
qualitative analysis on brand positioning of OnePlus Mobiles based on the data
available on online resources.
Key words: Telecommunication Industry, Technology, Innovation, smartphones,
Brand Positioning.
Cite this Article: Gaurav Verma and Dr. Binod Sinha, A Study on Brand Positioning
of One Plus Mobiles: Qualitative Analysis, Journal of Management, 5(4), 2018, pp.
166–170.
http://www.iaeme.com/JOM/issues.asp?JType=JOM&VType=5&IType=4
1. INTRODUCTION
Today’s in and tomorrow’s out is situation in cell phone industry. Creating brand positioning
in this sector is tough task and penetrating market is difficult. But One plus mobiles did it.
http://www.iaeme.com/JOM/index.asp 166 editor@iaeme.comGaurav Verma and Dr. Binod Sinha
OnePlus is a Chinese brand based in Shenzhen, is a smartphone manufacturer. It was
founded by Pete Lau (CEO) and Carl Pei in December 2013. They have released numerous
phones, amongst other products like headphones, Power & cables (Mobiles).
The company's aim is to design a smartphone that would give user high-end quality with a
lower price than other phones in its class (Premium Segment).
Believing that users would "Never Settle" (Tagline) for the lower-quality devices
produced by other brands.
2. ONE PLUS INDIA
OnePlus India launched its first mobile handset, the OnePlus One, on 23 April 2014, in India
exclusively through Amazon, OnePlus also announced its plans to establish a presence
through physical stores (Brick & Mortar), with plans to have 25 official walk-in service
centres across India.
The recent data from IDC, a market research company, reveals that OnePlus leads the
premium phone market in India with 48 percent share in the Q4, 2017.
3. TIMELINE OF PRODUCT RELEASE
Name Codename Launch Date International Launch date
OnePlus One bacon 23 April 2014 6 June 2014
OnePlus 2 oneplus2 27 July 2015 11 August 2015
OnePlus X onyx 29 October 2015 5 November 2015
OnePlus 3 oneplus3 14 June 2016 14 June 2016
OnePlus 3T oneplus3t 15 November 2016 28 November 2016
OnePlus 5 cheeseburger 20 June 2017 27 June 2017
OnePlus 5T dumpling 16 November 2017 21 November 2017
OnePlus 6 Enchilada 16 May 2018 22 May 2018
3.1. Geographical Presence
The company officially serves 38 countries and regions around the world as of countries
present on its website.
The following distinctive features of OnePlus mobiles have created impact on consumers:
Unique Selling Proposition (USP)
INVITE SYSTEM
They made the customers curious and proved themselves.
They triggered basic human behaviour of inquisitiveness.
Buy by invitation only process allows the OnePlus to gradually fulfil the demand
while customers are kept in a constant state of anticipation.
Due to some controversy, this invite system was discontinued.
LAUNCH VARIANTS
If calculated, then One Plus launches only two handsets in a duration of one year. And
always the second version is the upgrade of first.
Very precise and specific about their product, this makes them very up to the point
players.
PRICING STRATEGY
Offer competitive pricing to its rivals
http://www.iaeme.com/JOM/index.asp 167 editor@iaeme.comA Study on Brand Positioning of One Plus Mobiles: Qualitative Analysis
They never bargain their price.
After the launch of new product, the prices of old ones are not changed.
SOCIAL MEDIA STRATEGY
It all started with the quirky social media adverts, in which they targeted the
competitors directly.
Influencer marketing.
Well connected to the audience through social media.
4. ANALYSIS BASED ON FOLLOWING MODELS
4.1. Four pillars of Brand Equity Models
OnePlus has stepped with THE FOUR PILLARS OF BRAND EQUITY model and they have
worked it out well. Every pillar is well planned and executed.
Differentiation A brand’s distinct personality or features.
Relevance A brand’s awareness and fit with personal needs.
Esteem A brand’s degree of recognition and respect; how easily consumers
can forgive the brand.
Knowledge A brand’s ability to influence the behaviour, actions, and lifestyles
of its consumers.
OnePlus has defined each pillar very precisely and thus it holds a strong structure for their
product, which altogether gives a Premium positioning in the minds of the audience. Gap is
identified for strengthening the four pillars.
4.2. The 5 Customer Segments of Technology Adoption Models
According to consumer adoption curve, especially the customer for technology segment
are the people who just buy the product at their launch and they through their review and
experience promote or demote it. These customers are always looking for something new in
the product, which makes them inquisitive
Innovators (2.5%) – Innovators are the first individuals to adopt an innovation. They are
willing to take risks, youngest in age, have the highest social class, and have great financial
stability, highly active on social media.
Early Adopters (13.5%) – Second largest category of individuals for adoption of an
innovation. They have highest degree of opinion leadership among the other adopter
categories.
http://www.iaeme.com/JOM/index.asp 168 editor@iaeme.comGaurav Verma and Dr. Binod Sinha
Early Majority (34%) – In this category adopt an innovation after a varying degree of time.
This time of adoption is significantly longer than the innovators and early adopters.
Late Majority (34%) – In this category will adopt an innovation after the average member of
the society. These individuals approach an innovation with a high degree of skepticism and
after the majority of society has adopted the innovation.
Laggards (16%) – Last to adopt an innovation. Unlike some of the previous categories,
individuals in this category show little or no opinion leadership.
And the OnePlus is highly on the minds of Innovators & Early adopters, and yes the product
is of higher degree which tends to make an impact on these two segment and then the product
starts penetrating other segment.
4.3. Strength, Opportunity, Weakness and Threat Analysis Model
STRENGTH OPPORTUNITY
1. Mid-range cost phones. 1. Global markets yet to be
2. High Specifications. penetrated.
3. Viral Campaigning. 2. More technological advancement.
4. Exclusive partnership. 3. Counting in premium mobile brands.
5. Android platform OxygenOS. 4. Software and Hardware innovation.
WEAKNESS THREAT
1. Two variants per year. 1. Competition selling near similar
specifications in low prices.
2. The second variant is a better version
of first. 2. Less innovate in terms of premium
competition.
3. Less innovate in terms of trend.
3. Highly competitive market.
5. CONCLUSIONS
With all this information, we can conclude that the OnePlus has a strong hold on their
fundamentals. Their strategy, execution and implementation are aligned with the mission,
vision and values of the organization.
The process of positioning the brand in the mind of the customers is well defined.
They managed to get a space in the minds of the consumer and the brand projected out,
got positioned. There is no error of under, over, double and confused positioning. They are
crystal clear in what they want to be and where they want to be in the mind of customers.
http://www.iaeme.com/JOM/index.asp 169 editor@iaeme.comA Study on Brand Positioning of One Plus Mobiles: Qualitative Analysis
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