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Annexure-V- Cover Page for Academic Tasks

Course Code:Eco 113 Course Title: Business Economics

Course Instructor: Dr. Akhilesh Chandra Prabhakar Section: Q1807

Academic Task No.: 01 Academic Task Title: One Plus ups its game in
… India- Is it time for Apple and Samsung to worry

Date of Allotment:24 Aug.2018 Date of submission:3 Sep.2018

Student’s Roll no: B60,B61,B62 Student’s Reg. no:1184190,11814784,

Evaluation Parameters: (Parameters on which student is to be evaluated- To be mentioned by


students as specified at the time of assigning the task by the instructor)

Learning Outcomes: (Student to write briefly about learning obtained from the academic tasks)
Declaration:
We declare that this Assignment is my individual work. I have not copied it from any other
student’s work or from any other source except where due acknowledgement is made explicitly
in the text, nor has any part been written for me by any other person.

Student’s Signature:( 1)Mohammad Aslam Musalman,( 2)Ramashish pal,

Evaluator’scomments (For Instructor’s use only)


General Observations Suggestions for Improvement Best part of assignment

Evaluator‟s Signature and Date:

Marks Obtained: Max. Marks: …………………………

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Peer Rating:
Registration Number Name Section Roll Number Peer Rating

11814190 Mohammad Aslam Q1807 B60 10


Musalman

Ramashish pal Q1807 B62 10


11814784
B61

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Acknowledgement
We would like to express our special thanks of gratitude to our teacher Mr. Dr. Akhilesh Chandra
Prabhakar Sir who gave us the golden opportunity to do this assignment on . (One Plus ups its game in
India- Is it time for Apple and Samsung to worry)
Secondly, we would like to thank our friends and each member in our group for putting their efforts
and in this assignment and its because of our collective effort we were able to complete this
assignment within the given period.

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Introduction
OnePlus was founded on the 16th of December of 2013 by Pete Lau and Carl Pei with
a vision to create a “flagship” level device with a lower price to the end customer.
OnePlus designs, develops and manufactures their own phones, but is currently looking
at outsourcing some of the manufacturing to Foxconn facilities in India (Sharma 2015).
Not a lot is known about the ownership of the company, but recent rumors suggest that
Chinese mobile manufacturer OPPO might own a large chunk of OnePlus. (Mick
2014). OnePlus carries out its global sales only through their online store at
oneplus.net. They have few number of retailers in China and India. (Fingas 2015,
OnePlus 2015) OnePlus unveiled their first mobile device on 23th of April 2014,
named the OnePlus One.

At the time of writing of this dissertation OnePlus One has sold over 1.5 million
devices globally (OnePlus 2015). To obtain OnePlus One a potential customer had to
get an invite by either winning one of OnePlus competitions or by getting it from one
of the existing owners of OnePlus One. This method allowed OnePlus to keep track of
the amount of potential orders coming in to ensure minimal costs for warehousing and
minimizing the risk of having inventory on a product that cannot be sold anymore.
From the 20th of April 2015 purchasing this device won’t require invitation anymore
(Mendoza 2015). A major reason for this decision might be due to release of second
OnePlus one phone.

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ONEPLUS BEATS SAMSUNG, APPLE TO TOP INDIA’S PREMIUM SMARTPHONE SEGMENT

OnePlus now enjoys a market share of 40%, Samsung 34% and Apple a lowly
14%.Samsung had it first from Xiaomi when the Chinese company overtook it in
overall share of the Indian market for mobile phones. Now, the South Korean major
has been beaten by another Chinese company OnePlus in the premium segment
smartphones in the Indian market. A Counter Point has found that backed by a strong
showing by its latest flagship OnePlus 6, the company clocked the highest growth
year-onyear for the second quarter.

The irony is that Samsung and Apple - the other two in the reckoning in the premium
segment, saw their sales figures drop from last year’s volumes. In the Indian context,
phones retailing for Rs 30,000 or more are clubbed within this bracket. Counter Point
is a market research firm based out of Hong Kong and has been regularly reporting on
the Indian mobile market statistics.

OnePlus now enjoys a market share of 40%, Samsung 34% and Apple a lowly 14%.
Despite high decibel advertisements and other promotional activities, Samsung was not
able to sell as many Galaxy S9s this year as compared to the S8 last year. The survey
report suggests the drop was 25%.

Apple, on the other hand, has been facing its own challenges within the country with
higher import duties and premium phones not being manufactured in India.
From the perspective of OnePlus, the company bets big on the Indian market. A third
of its revenues globally is contributed by India. More importantly, OnePlus has
successfully leveraged offline ‘experience’ stores to complement its strong online
push. These experience stores are where the public get to have a look and feel of the
devices.

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The Founder of OnePlus Pete Lau, who is also the CEO, has in fact recorded his
personal views on the Indian market and how the company has witness
witnessed
ed phenomenal
growth in its business here in a post. He has gone on to make the announcement in that
post that OnePlus is offering some extra discounts and other promotional benefits to its
customers in India, beginning August 1. The offer is for purchaser
purchaserss of OnePlus 6 and
the company has tied up with certain banks to include cashback and interest-free
interest EMI
offers. Those returning their old phones also are accommodated with discounts.

Market Share diagram

market share

40%

Samsung

14% Apple
One Plus

34%

ONEPLUS COMES TO INDIA

The brand was first introduced to India in December 2014 and has sold over a million
phones across the country. OnePlus mobile phones came to India to popularise a phone
with excellent design, specs and experience without burning a hole in the consumers’
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wallets. It has become one of the most popular smartphone brands in the country,
giving big brands like Apple, Nexus and Samsung and more than 150 other brands, a
run for their money. A survey even states that 85% of smartphone users have switched
from other leading brands to OnePlus.

Competitive analysis:

SWOT Analysis

Strengths
1. Low cost smart phones with high specs
2. One plus is rising as one of the fastest growing companies
3. Exclusive partnership with major e tailing site Amazon
4. Special android platform Oxygen OS is a big strength since it sets them apart from
other android users

Weakness
1. Limited Production Capacity
2. New entrant
3. Highly competitive industry
4. Online sales may eliminate offline audience

Opportunities
1. Broaden the geographical market base
2. Resort to mainstream product advertising

Threats
1. New entrant selling equally competitive phones at lower prices
2. Inability to keep up with the huge capital involvement in the industry trend .

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Marketing Strategies (Online):

1. Invite System:
The invite system created viral waves. Remember being in high-school and everyone
wanted to be invited to the most happening party of the year? OnePlus invites made
you feel just like that. The invite system first could only be accessed by OnePlus
employees and associates who could then send it to whoever they wanted to. This
helped create a group of influencers who would promote and get other people to
engage with the brand. This strategy helped them gain exclusivity in the market.

2. Influencer Marketing:

Taking influencer marketing to a whole new level, OnePlus built an online forum for
technology enthusiasts who could use the platform to discuss various Android app
development related queries. This paved the way for these enthusiasts to become the
first adopters of OnePlus. Without enforcing themselves on their now 800,000-
member-community, they were able to become one of the best-selling phones in India.

3.Tie up with Amazon, Ola & Air Asia:

When the very first OnePlus phone in India was released, the tie-up with AmazonIndia
helped OnePlus sell over 20,000 phones in no time. They even came up with a unique
strategy of allowing Ola and Air Asia customers to request for the phone just to
experience it. And during the launch of the OnePlus X, they even created a campaign
where the consumers could purchase a OnePlus device through the Ola app and have it
delivered within 15 minutes.

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4. Unboxing Ceremony

OnePlus mobile phones garner a lot of attention, but unfortunately the ‘unboxing
ceremony‘ was not one of their best ideas. It was quite similar to iPhone unboxing
campaign but failed to have the same impact. Nonetheless, the first video featuring
Biswa Kalyan Rath deserves credit for its amusing take on unboxing videos.

Marketing Strategies (Offline)

1. Theatre Screenings

OnePlus had live screenings of the launch of the OnePlus 5 in PVR theatres
across Delhi, Mumbai, Bangalore, Hyderabad and Pune. Fans could book tickets
worth Rs.99 on BookMyShow, to be a part of the big reveal.

2. Pop Up Stores:

OnePlus realized that many people in the Indian market like to touch and experience
the device before purchasing it. To cater to this need, OnePlus set up several pop-up
stores in a number of malls and on the high-streets in metro cities. They even entered
a partnership with Croma, allowing users to experience the product first-hand

3. TV Ads:

OnePlus revealed the whole advertisement for the OnePlus 5 during the much-
anticipated India vs. Pakistan Championship match. This probably cost a whole lot
of money but ensured that they had a lot of eyes on the product.

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Products

One Plus has manufactured six device:

 One Plus One(codename “becon” unveild on 23April 2014,international release


on 6 June 2014). The company’s first product was the highly anticipated One Plus
One.It was unveiled on 22 April 2014, and was touted as the 2014nFlagship Killer. The
one had comparable and in some ways better specifications to other flagship phones of
the year, while being sold at a significantly lower price at $299 for the 16 GB version
or $349 for the 64 GB version. The One Plus one had several hardware issues at
launch, which reportedly was corrected in later batches of the phone.

 One Plus 2:(One Plus 2unveiled on 27 July 2015, international release on 11 August
2015). The One Plus 2 the successor to the company’s highly successful first phone. It
was unveiled a little over a year after the One on 27 July 2015.It was highly promoted
as 2016 Flagship Killer.There were very highly expectation for the second generation
One Plus phone, partly because of the company managed to create a big amount of
hype for the upcoming phone.

 One Plus x:(One Plus Onyx unveiled on 29 October 2015 international on 5


November 2015). The One Plus X was One plus entrance to the budget phone market
at 5 inches instead of the one and 2’s 5.5 inches. The phone was unveiled on 29
October 2015. The phone was sold at $249, and consisted mostly of the same internal
components as the year and half old One Plus One, but had an AMOLED display.

 One Plus 3T: The One Plus 3T was unveiled on 15 November 2016as a minor upgrade
to the still relatively new One Plus 3. The upgrade consisted the use of a newer SoC,
the Qualcomm Snapdragon 820 was replaced with the Snapdragon 821. Also introduce
were a higher –capacity battery ,64 or 128 GB of storage and 16 MP front facing
camera.

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 One Plus 5: The One Plus 5 was unveiled on 20 June 2017. It launched with a
Qualcomm Snapdragon 835, a dual-lens camera setup up to 8 GB RAM, and up to 128
GB of storage. It was released in two colors Midnight Black and Slate Gray. A third
limited edition color, Soft Gold was released on 7 August 2017.

 One Plus 6: OnePlus has finally launched 17 May 2018, its flagship smartphone,
OnePlus 6 in India. The smartphone starts at Rs 34,999 for the base model, and it will
be available for purchase starting 21 May 2018. OnePlus also launched the special
Marvel Avengers edition of OnePlus 6 which will retail at Rs 44,999. It will go on sale
starting 29 may 2018 via Amazon India.Another product launch that took place was
the OnePlus Bullets Wireless headphones priced at Rs 3,499. The wireless headphones
come with Google Assistant, Dash Charge support, and are water resistant.

IDEAS:

The idea paid off handsomely and One plus became an instant viral, global
phenomenon. And with premium specs 3GB RAM and 32 GB atorage,13 MP front –
facing cameras and 5.5 Coming Glass screens in Sandstone Black and Grey the
company was able to expand salary to 19 countries by April 2014. The success of the
startup stemmed from the fact that it was enthusiastically accepted in Europe a mature
and operator driver market. The way Vikas explains it these markets which already
have established name such as Apple , Samsung dominating with the audience are hard
break in but the One Plus team consisted of 19 different nationalities who understood
what these markets needed and focused on core tech users. That helped in us reaching
19 European and US markets combined by April 2014. The one plus market was
having a seamless online to offline experience for their customers, Everything from
marketing to sale to after sale was end-to-end handled by One Plus in each country.
But all this changed when it came to India. Entrepreneurship soon took over and he
started hyperlocal startup which folded up in 2013. After a brief stint with the Ibibo
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Group managing their ecommerce entity, Vikas tried for the One Plus position that had
opened when the company first through of entering India. This was back in India.

Some news regarding one plus company:

Q1 round goes to OnePlus in battle for India’s premium smartphone


market
1.The Chinese brands are now trying to control the premium segment with
Huawei, Oppo, Vivo and Xiaomi launching devices this year

2.OnePlus updates 'OnePlus Switch' with bug-fixes and more


Earlier, OnePlus users had reportedly been encountering a "repeated data
transfer problem" and this update comes with a the bug-fix.

Conclusion :
By analyzing whole market in 2018, we can come to know that there are more share of
one plus company in current scenario .There are other more companies as compare to
one plus but due to lack of good quality and services they wouldn’t compete with one
plus .somehow in earlier time this company was not performing in good way that why
it had got bad impact on their company .But in recent era it has gone on top rank as
compare to other company like Samsung and apple. Day by day its share has been
increasing in market and proving good quality of product with good feature to their
desire costumer .By observing that performance we can say that by coming in future, it
will lead his market in top.

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References:

i)http://www.forbes.com/sites/eladnatanson/2016/09/12/2016-a-pivotal-year-for-
the-smartphone-industry/#4e0d3cf02f3c
ii) https://www.wired.com/2016/04/official-smartphone-market-gone-flat/
iii)http://indianexpress.com/article/technology/mobile-tabs/premium-smartphone-
segment-grows-oneplus-emerges-as-big-winner-cmr/
iv) https://en.wikipedia.org/wiki/OnePlus
v) https://oneplus.net/global/annual-report-2014
vi) http://cmrindia.com/oneplus-a-case-study-for-emerging-brands-to-imitate/
vii) http://indianexpress.com/article/technology/tech-news-technology/oneplus-
business-model-cheaper-premium-products-oneplus-3-review-price-specifications-
features-2921066/
viii) http://www.financialexpress.com/industry/how-to-market-differently-a-lesson-or-
two-from-oneplus/235217/

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