INTRODUCTION: OnePlus is a Chinese Tech company, a subsidiary of BBK Electronics,

famous for smartphones, headphones, and backpacks. OnePlus designs smartphones with a
perfect balance of high-end quality with a lower price than other phones in its class. With the
motto “Never Settle”, OnePlus launched its first product in India ‘OnePlus One’ in April
2014 and received a lot of heat from the customers because of its aggressive pricing and
breaking specification. Initially OnePlus had started with smartphones but over the years it
diversified its field of operation and started producing headphones, backpacks, and
wearables, etc. According to Counterpoint Research, a market research firm, OnePlus topped
the Indian premium smartphone market last year with a 33 percent market share.

SEGMENTATION: Market segmentation is how a company divides consumers sharing

similar set of needs and wants into different groups. The 4 different identified market
segmentation for OnePlus includes Geographic, Demographic, Psychographic and Benefit
segmentation.
Geographic segmentation:
By dividing the markets regionally, OnePlus was able to understand the different needs and
wants of different regions separately. In India, the company initially started with just online
sales by partnering with Amazon India. In 2017, OnePlus opened its first “Flagship
Experience” store in Bengaluru and expanded its stores in various major cities across India.
These offline stores focused on providing experience to the buyers and users and not just
become a traditional offline channel. OnePlus was operating in various countries but to pay
attention to local variations in India it tailored its marketing programs. It also took feedback
from the customers when it launched its first product in India so that these suggestions can be
implemented in the subsequent products.
Demographic Segmentation:
OnePlus devices cater to the needs of all age groups, income categories and gender.
However, as per the survey, we identified the main age group for OnePlus users was 15-40
years in India. The company focuses on customers from various middle and upper-middle
income groups by providing a range of mobile phones varying from Rs 24,999 to Rs 60,999.
To attract female buyers, OnePlus also started “Ladies First” campaign internationally in
August 2014.
Psychographic Segmentation:
OnePlus has made psychographic segmentation according to the customers lifestyle, beliefs,
and values which revolve around the technology. The first launch of OnePlus was Cyanogen
certified and was one of the latest models at that time. This model was launched with the
motto “Flagship Killer” which made competitors re-think their marketing strategies. OnePlus
claims to target the customers who are technology enthusiasts.
Benefit Segmentation:
OnePlus has divided the market in terms perceived values, benefits, and needs by which
customers expect from their product. It has provided products which benefitted the customers
with high-end specifications, build quality, performance, and better-looking design at the
competitive price. Its first model OnePlus One with Cyanogen has customizable features
according to the customers preferences which attracted the customers. OnePlus primarily
focused on buyers who are technology enthusiasts (nerds and geeks) and received a great
response.

TARGETING: OnePlus identified its market segment opportunities based on the

aforementioned segmentation strategy. OnePlus has targeted the market where the company’s
potential consumers lie in the segmentation. With its effective strategy by targeting current
android users, mostly young adults who aimed for high quality phone at affordable prices, the
company now has 48% market share in the smartphone market in India.
Teenagers to early adults: OnePlus targeted the age group of 15 to 25 years who are high
tech enthusiasts and android geeks as these age groups are utilizing the smart phones for
social needs, clicking photos, and multimedia.
Adults: For the age group of 26 to 40 years, it has targeted the consumers according to the
ability of buying power of their products as these age groups are more concerned about their
personal as well as professional life.

POSITIONING: OnePlus has positioned itself in the Indian Market as the premium mobile
phone brand with high specifications at lower price. With the Slogan “NEVER SETTLE” and
other mottos like “THE FLAGSHIP KILLER”. OnePlus has managed to get into the
customers mind as a unique brand at a competitive price. OnePlus has created a community
brand “Red Cable Club” with the loyal customers which provided added benefits to the
customers.
POINTS OF PARITY POINTS OF DIFFERENCE
1) Easy Availability online and offline
PERCEPTUAL MAP: