Marketing

Management
Priadarshini Subramanyam DM21B093
PESTEL ANALYSIS
POLITICAL
● Ministry of telecom highly controls the indian mobile industry.
● Mobile Companies tax reduction is achieved by GOI’s Make in India initiative.
● Political changes like higher tariffs can affect their supply chains and manufacturing network
and drive operational costs higher.
ECONOMIC
● The GDP growth rate of India has been on a decline and Covid 19 has further slowed down
the growth
● Though the demand for smartphones in India has been increasing with 9.3% YOY growth
between 2019 and 2021
● This demand is expected to increase as smartphone use is expected to go up during Covid 19
SOCIAL
● There are high tech savy customers with average age 26 in the indian Population
● The smartphone demand keeps increasing year by year and with increased population
PESTEL ANALYSIS
TECHNOLOGICAL
● Technology is the primary factor which drives the growth and important source of competitive advantage for brands.
● Smartphone brands invests lot in research and Development to grow unique , increase popularity and invent new
models with advanced features.
● Industries are highly relying on their technological innovations to grow sales and market shares

ENVIRONMENTAL/ETHICAL
● Environmental impact of businesses also has a direct effect on their image in the society and smartphone maker
also focuses heavily on CSR and sustainability.
● sustainability helps build a stronger reputation, it also helps strengthen a firm’s competitive advantage by
reducing operational costs and improving its social image.
● company is also supporting its suppliers to go carbon emissions-free in its operations

LEGAL
● dedicated compliance teams that focus upon complying with local laws in the areas where the
business operates as well as international laws that influence the firm’s business.
● Labor laws, product quality laws, environmental laws, and data security and privacy laws. Patent laws
and some other laws also affect smartphone firms.
 Safety Needs

Customer ● Mobile Phones meet modern human needs for

safety and security .
● This may mean physical security such as safety
from whether conditions, financial and career

Need safety

Love and belonging

Targeted?
From romance to family belonging, mobile
communication has created more avenues to create
maintain and develop human relationships.
 Customer Journey Mapping

Awareness Consideration Purchase Service Loyalty

Awarness:
Customer actions : Views Online ads, see social media campaign and
discuss with friends.

Touchpoints : Traditional media , social media and word of mouth

Customer Experience : Interested ,hesitant

CUSTOMER JOURNEY
Consideration:
Customer actions : Conduct research, research competitors , compare
features and pricing

Touchpoints : Word of mouth , website , social media

Customer Experience : Curious and excited

CUSTOMER JOURNEY
Purchase:
Customer actions : Making Purchase

Touchpoints : website , mobile app, phone

Customer Experience : Excited

CUSTOMER JOURNEY
Service:
Customer actions : Receive product/service,contract customer
service,read product/service documentation warranty

Touchpoints : Phone , Chatbot and Email

Customer Experience : Frustated

CUSTOMER JOURNEY
Loyalty:
Customer actions : Making another purchase,share , suggesting and
experience

Touchpoints : word of mouth,social media, review sites

Customer Experience : satisfied,Excited

CUSTOMER JOURNEY
MARKET Objective of the research:

To Understand the customer’s point of dissatisfaction with

RESEARCH PLAN oneplus smartphone

Tools to be used used for research

Interviews, Case studies,checklists and Questionnaire

Reason for selecting the given tools

These tools provides the specific feedbacks with

list of reasons for the customer dissatisfaction
 Competitor Analysis

One Plus Samsung Apple

Strengths
Strengths Strengths: ● Globally iconic
● Low cost smartphones with high specification ● Dominates the smartphone Market ● Top Technology
● Rising as one of the fastest growing companies Ecological Friendly Innovations
● Exclusive partnership with major e-trailer Amazon
● ● Brand of choice
special Android platform Oxygen OS is a big strength ● Award winning brand ● Proficient research
since it sets them apart from other Android users.
Weakness Weakness
Weakness ● Lack of competition
● Limitedproduction capacity. ● Heavily dependent on the American markets
● New entrant. ● Decline in Smartphones sales ● Lack of marketing and promotions
● Highly competitive industry.
● Hereditary Leadership ● High priced products
● Online sales may eliminate offline audience
● Incompatibility with other products
Opportunity Opportunity Opportunity
● Access to international talent in Global market
● Always releasing new features and new products. ● Triple protection proposition ● Consistent customer growth
● Broaden the geographical market base. ● HR Management ● Qualified Professionals
Threat ● Diversification and acquisitions ● Lack of green technology
● In order to hold a strong position between Competitors Threat Threat
like apple and samsung, oneplus should make sure keep ● Controversies ● Increased Competition
up with trends and stay updated. ● Increased competition ● Lawsuits
● New Brands are equally selling competitive phones at ● Legal and regulatory treats
very lower prices ● Market Penetration
 Competitor Analysis

One Plus Samsung Apple

Competitive Advantage :
● Offering gadgets to consumers by invite
only to spur a sense of exclusivity and
demand.
● Ability to manufacture products at the
lowest cost
Competitive Advantage: Competitive Advantage:
● Strong commitment to research and ● Access to new or proprietary technology like
development intangible assets.
● Expertise in building quality products at low ● Highly skilled labour with brand image
cost recognition

Positioning Statement : Positioning Statement: Positioning Statement :

“Never Settle”
Financial Strength:
● Oneplus had a major growth in Q1
2021 and 23% higher than 2020.
● It was the number one 5G brand in
india through the quarter
● Oneplus brand led growth in indian
smartphone business by 300 per cent.
Look Beyond the normal
Financial Strength:
● Samsung attained 20 percent of market share
and placed rank 8th in financial strength.
● Samsung had a stable supply of products and
services globally.
● Profit rose from 26.4% year on year but fell
26.7 percent from the third quarter due to
weaker product sales as well as higher
marketing costs
Apple does not have any positioning
statement .It prefers products and company
actions to speak themself.
Financial Strength:
● Apple has financial strength rank of 5.
● Apple stands with $81.4 billion June quarter
record.
● Apple reached drastic growth in all
geographic segments and in most of the
product categories.

One Plus
Entry and Exit barriers
● Less Distribution comparing
with samsung and apple
● New competitor and new
technology entering industry
● Huge investment required for
technology and research and
development
● Threat of substitution is high as
there are more competitors.
● Targeting the product
differentiation
Competitor Analysis
Samsung Apple
Entry and exit barriers Entry and Exit Barriers
● Higher distribution comparing to ● Higher Distribution among all the
oneplus countries.
● Dependent on american ● Requires Huge investment in technology
markets and skilled labours.
● Huge Cost required for ● Threat of substitution is high as there
technology and research and are more competitors
development.
● Threat of substitution is high as
there are more competitors.
● Targeting the product
differentiation
 Who are your other
direct and indirect
competitors?
Direct Competitors :

● Huawei,ASUS , Xiaomi and Oppo

● HTC, Lenovo and Sony

Indirect competitors :

● Laptops ,tablets provide alternative

communications through mails and
skypes , zoom calls.
● Television and playstations offers
entertainments (Games,movies and
news)
 Value Proposition
● Oneplus with its better specs like
camera and most affordable prices
stands out while comparing other
mobiles with “the flagship killer” name
USP

USP of Oneplus is the camera as the company is partnering with

renowned camera manufacturer Hasselblad which has the
collaboration with NASA and first camera on the moon.
 4P’s of Marketing
Product :

● One of the best software

● One of the best looking hardware

Price:
● The phone is cheap, but without compromising quality.
● It’s relatively low priced with a high specification ratio.

Promotion:
● Online reviews
● Social media presence

Place:
● Its being sold only online(New models),and later in offline stores
● One have to be lucky to get the phone
 BCG Matrix

Stars : Oneplus smart TV

Question Marks : Wearables earpods Cash cows : Oneplus mobile Dogs: Audio
It has high growth rate and market share
It has high growth rate and low market It has low/medium growth market and Growth rate/profit of this product
Hence, Company investing more into the
share Most products are Newly launched high shares/revenues.Hence less consider to be divestment and starting to
stars will stabilize both market and
and requires lot of cash to hold market. investment , but lot of cash. fail for some people.
product.