Divya Project

A Project Report on
A STUDY ON MARKETING STRATEGY OF ONE PLUS MOBILE PHONE AND ITS

EFFECTS ON CONSUMERS OF COIMBATORE REGION
Submitted in partial fulfillment of the requirements
for the award of the degree of
BACHELOR OF BUSINESS ADMINISTRATION WITH COMPUTER

APPLICATIONS OF
BHARATHIAR UNIVERSITY
Submitted By
DIVYA A K
Register No : 2025G0207
Under the Guidance of
Dr.Umamaheswari S
Associate Professor
Department of Management Studies,
AJK College of Arts and Science
Navakkarai, Coimbatore – 641 106
MARCH 2023
CERTIFICATE
This is to certify that the project work entitled “A STUDY ON MARKETING STRATEGY OF ONE PLUS
MOBILE PHONE AND ITS EFFECTS ON CONSUMERS OF COIMBATORE REGION in partial fulfillment of
the award of degree of BACHELOR OF BUSINESS ADMINISTRATION WITH COMPUTER APPLICATIONS is
a record of original work done by me during the period of study in AJK College of Arts and Science under the
supervision of Dr.Umamaheswari S , Head of the Department, Management Studies.
Signature of the Guide Signature of the HOD
Signature of the Principal
Project viva –voce held on __________
Signature of the Internal Examiner Signature of the External Examiner

DECLARATION
I hereby declare that the project report entitled “A STUDY ON MARKETING STRATEGY OF ONE PLUS
MOBILE PHONE AND ITS EFFECTS ON CONSUMERS OF COIMBATORE REGION” is submitted in partial
fulfilment of the requirement for the award of the degree of BACHELOR OF BUSINESS ADMINISTRATION WITH
COMPUTER APPLICATIONS in BHARATHIAR UNIVERSITY is a record of my own work carried out by me
during the academic year 2022 – 2023 under the supervision and guidance Dr.Umamaheswari S, Head of the
Department, Management Studies, AJK College of Arts and Science. The matter embodied in this project report is
original work done by me and has not been submitted for the award of any other degree or diploma, either in this or any
other University.
DIVYA A K
Register No : 2025G0207
Place: (Signature of the Student)

ACKNOWLEDGEMENT
This project work would not have been completed without the help of so many, so I would like to acknowledge
my whole hearted gratitude to those persons who made me shed knowledgeable light on my project work.
First of all, I would like to thank GOD ALMIGHTY, for having showered his choicest blessing to complete the
project work.
I like to express my sincere thanks to Dr. Ajeet Kumar Lal Mohan, Secretary of our college and our Principal
Dr. S. Mohanavel, for their continuous moral support.
I take this opportunity to extend our sincere gratitude to my Guide Dr. S.
Umamaheswari. valuable suggestion & encouragement throughout the course of this project.
I am greatly indebted to one plus mobile phone and its effects on consumers of Coimbatore region for his
guidance, help and co-operation during the prescribed course of project.
I would like to extend my sincere thanks to family members and friends for their continuing support and co-operation
DIVYA A K
TABLE OF CONTENTS
CHAPTER CONTENTS PAGE.NO

NO.
ABSTRACT
CHAPTER 1 1.1 INTRODUCTION TO THE STUDY 2
1.2 ABOUT COMPANY PROFILE 19
CHAPTER 2 REVIEW OF LITERATURE 22
CHAPTER 3 RESEARCH METHODOLOGY 25
3.1 Objectives of the study 25

3.2 Coverage (Scope of the study) 25
3.3 Period of the study 26
26
3.4 Design of the study
27
3.5 Type of Data
27
3.6 Sampling Design 27
3.6.1 Universe 28
3.6.2 Sampling Method 28
3.6.3 Sampling size 28
28
3.7 Tools for data collection (questionnaire, interview
and websites etc.)
28
3.8 Statistical tools used
29
3.9 Sources of data collection
29
3.10 Limitations
CHAPTER 4 DATA ANALYSIS AND INTERPRETATION 31

CHAPTER 5 5.1 FINDINGS 60
5.2 SUGGESTIONS 62
5.3 CONCLUSION 64
BIBLIOGRAPHY 65
APPENDIX 67
LIST OF THE TABLES
S.N LIST OF THE TABLES Page
o No.
1. Distribution of the respondents on the basis of gender 32
2. Distribution of the respondents on the basis of age 33
3. Distribution of the respondents on the basis of educational qualification 34
4. Distribution of the respondents on the basis of income 35
5. Distribution of the respondents on the basis of business experience 36
6. Distribution of the respondents on the basis of family type 37
7. Distribution of the respondents on the basis of place 38
8. Consumers opinion about according to you can one plus become the next future brand 39
the
9. Consumers opinion about are you a user of one plus product 40
10. Consumers opinion about are you happy with the after sales services of one plus 41
11. Consumers opinion about as a youngest, what do you like the most about the one plus 42
products
12. Consumers opinion about do you find one plus advertisement to be effective 43
13. Consumers opinion about do you think a one plus merchandises are effective in 44
marketing
14. Consumers opinion about do you think the one plus community is an effective platform 45
for solving problem
15. Consumers opinion about do you think there are enough service center across the 46
country
16. Consumers opinion about have you ever experienced one plus products in showrooms 47
17. Consumers opinion about have you seen one plus advertisement 48
18. Consumers opinion about how did you know about one plus products 49
19. Consumers opinion about how do you like the marketing of one plus 50
20. Consumers opinion about what attracts you the most about one plus 51
21. Consumers opinion about what do you like the most about the after sales services 52
22. Consumers opinion about what makes you recall one plus 53
23. Consumers opinion about Which advertisement feature influenced you the most 54
24. Consumers opinion about approachable and responsiveness of the one plus 55
consumers
25. Consumers opinion about are you satisfied with the way the products are 56
organized in the store
26. Consumer opinion about is you happy with the value you get for your money 57
27. Consumer opinion about is you satisfied with one plus customer service 58
LIST OF THE CHARTS
S.No LIST OF THE CHARTS Page
No.
1. Distribution of the respondents on the basis of gender 32
2. Distribution of the respondents on the basis of age 33
3. Distribution of the respondents on the basis of educational qualification 34
4. Distribution of the respondents on the basis of income 35
5. Distribution of the respondents on the basis of business experience 36
6. Distribution of the respondents on the basis of family type 37
7. Distribution of the respondents on the basis of place 38
8. Consumers opinion about according to you can one plus become the next future brand the 39
9. Consumers opinion about are you a user of one plus product 40
10. Consumers opinion about are you happy with the after sales services of one plus 41
11. Consumers opinion about as a youngest, what do you like the most about the one plus 42
products
12. Consumers opinion about do you find one plus advertisement to be effective 43
13. Consumers opinion about do you think a one plus merchandises are effective in 44
marketing
14. Consumers opinion about do you think the one plus community is an effective platform 45
for solving problem
15. Consumers opinion about do you think there are enough service center across the country 46
16. Consumers opinion about have you ever experienced one plus products in showrooms 47
17. Consumers opinion about have you seen one plus advertisement 48
18. Consumers opinion about how did you know about one plus products 49
19. Consumers opinion about how do you like the marketing of one plus 50
20. Consumers opinion about what attracts you the most about one plus 51
21. Consumers opinion about what do you like the most about the after sales services 52
22. Consumers opinion about what makes you recall one plus 53
23. Consumers opinion about Which advertisement feature influenced you the most 54
24. Consumers opinion about approachable and responsiveness of the one plus 55
consumers
25. Consumers opinion about are you satisfied with the way the products are 56
organized in the store
26. Consumer opinion about is you happy with the value you get for your money 57
27. Consumer opinion about is you satisfied with one plus customer service 58
ABSTRACT
The main aim is to examine the different factor influencing the customers towards One plus mobile.
This help to understand the literacy level of customers who purchase One plus mobile. It helps to know the
customers satisfaction level of One plus mobile.
Marketing strategy is an organization's promotional efforts to allocate its resources across a wide range
of platforms, channels to increase its sales and achieve sustainable competitive advantage within its
corresponding market A marketing strategy is a business’s game plan for reaching prospective consumers and
turning them into customers of their products or services. Marketing strategies should revolve around a
company’s value proposition. The ultimate goal of a marketing strategy is to achieve and communicate a
sustainable competitive advantage over rival companies. Let’s look at some other definitions of marketing
strategy from industry experts.

CHAPTER I
INTRODUCTION
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1.1 INTRODUCTION
A marketing strategy is a long-term plan for achieving a company's goals by understanding the needs of
customers and creating a distinct and sustainable competitive advantage. It encompasses everything from
determining who your customers are to deciding what channels you use to reach those customers.
Marketing is a series of tactics used to communicate and promote a product or service. It exists to draw
in and motivate prospective customers to take action and purchase goods.
Built on creativity and innovation, marketing delivers value to meet the needs of a target market.
Ultimately, it strives to promote a brand and maximize a company’s profits.
Let’s establish what we mean when we use the term “marketing strategy”. There are a number of
different definitions that often get applied to this seemingly simple term, so it’d be best to clearly delineate how
this guide defines the concept.
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1.1.2 MARKETING STRATEGY DEFINITION
Marketing strategy describes the process of how businesses and organizations understand their markets
and their methods for influencing profitable customer action
Marketing strategy is a process that can allow an organization to concentrate its limited resources on the
greatest opportunities to increase sales and achieve a sustainable competitive advantage. That seems succinct
enough, right. In other words, and in the interest of keeping things simple, marketing strategy is all about
1. Understanding who buys your products and services.
2. Understanding how you’ll motivate them to take profitable action.
3. Understanding your competitors who are trying to do the same thing.
4. Understanding how you’ll measure marketing activities and refine your approach moving forward.
A company’s marketing strategy is its plan for reaching potential consumers and converting them into
paying customers for its goods and services. A marketing strategy includes:
1. Research: Analysis of target markets, competition, pricing triggers, buying behaviors, and more.
2. Positioning: Differentiation in value promises, packaging look and feel, conversion messaging, and
more.
3. Promotion: Actual marketing of products and services through content, relationships, and
experiences with the goal of influencing profitable customer action.
4. Measurement: Proving value, learning from success and failure, and iterating future work to
fulfill marketing goals.
5. Let’s look at some other definitions of marketing strategy from industry experts.
Marketing Strategy Definition from Philip Kotler
one of the co-authors of the discipline-defining textbook, Marketing Management, defines marketing
strategy as the process to Create, communicate, and deliver value to a target market at a profit.
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Kotler goes on to say, “Creating value is called product management. You have to communicate value.
That’s brand management. To deliver value is called customer management. So, you’re in three businesses:
product management, brand management, and customer management.
Marketing Strategy Definition from Omer Farkash
Marketing strategy is a long-term, forward-looking approach and an overall game plan of any
organization or any business with the fundamental goal of achieving a sustainable competitive advantage by
understanding the needs and wants of customers.
Marketing Strategy Definition from Adam Barone
A marketing strategy refers to a business’s overall game plan for reaching prospective consumers and
turning them into customers of their products or services. A marketing strategy contains the company’s value
proposition, key brand messaging, data on target customer demographics, and other high-level elements.
Marketing Strategy Definition from Noah Kagan
Do you have a product or service that people want? If you don’t have that, nothing else matters.
1.1.3 IMPORTANCE OF MARKETING STRATEGY
Implementing a marketing strategy for your business is important because it empowers marketers to:
1. Gain knowledge of target market, demand, and competitive differentiation that make investments in
product development profitable.
2. Provide your company with an edge over its competition with knowledge of what influences purchase
decisions that can optimize product positioning.
3. Set up marketing departments for success by defining marketing goals, lead indicators, lag indicators,
and providing focus for marketers to focus their efforts on what has the best potential to influence
results.
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A robust and ideal marketing strategy will:
1. Align your team behind a set of objectives
2. Assist you in connecting your efforts to your company’s goals
3. Differentiate your products from the competition with unique value propositions
4. Allow you to determine what connects with your audience and test it
5. Empower your team to prove its value to the organization
1.1.4 BENEFITS OF A MARKETING STRATEGY
You might be thinking your company isn’t a global powerhouse. You might not even aspire to achieve
that kind of growth, and, realistically, most companies won’t or don’t need to join the Fortune 500—though
even the world’s biggest brands still need to pay attention to strategy, too. That doesn’t mean focusing on
strategy and making a real investment in it isn’t for you. If you have customers to serve, then you need to think
strategically so your execution—you know, all the fun, creative parts that attract so many of us to this work in
the first place—actually moves the people it needs to and drives the results you need.
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Marketers Who Document Their Strategy Are 674% More Likely To Reach Goals
“You need a documented strategy” is an old chestnut that has been repeated around the marketing
industry for decades. It turns out that there’s a good reason for this, and it’s not just a commonly accepted best
practice that we all do without actually knowing why.
In fact, research from Schedule in 2022 shows that marketers who document strategy are 674% more
likely to report success than their peers who do not document strategy
Marketers Who Set Goals Are 377% More Successful
The same report that proves marketers who document strategy are more successful also found
that marketers who set goals are 377% more likely to report success than their peers who do not proactively set
goals.
If goals are the destination, then goal-setting marketers are very good at drawing the roadmap to get
where they need to be. Without a known destination, marketers are directionless seemingly meandering with no
guideposts.
Marketers Who Plan Are 331% More Successful

A recent study from PsychTests.com discovered that “people who plan ahead are more self-motivated,
resilient, and optimistic than people who take things as they come.” marketers who proactively plan are 331%
more likely to report success than their peers who do not plan ahead
You Can Win at Marketing Strategy By Doing What Others Won’t

one last fact from Schedule’s research: Only 47% of marketers have documented portions of their
process. Just 17% of marketers have documented the majority (if not all) of their marketing strategy. If we put
these statistics together, we can loosely draw a few different conclusions:
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1. Documenting strategy matters: It’s not a pointless exercise—especially when you do it effectively.
2. Most marketers do not strategize well: This means more opportunity for you to kick ass.
3. Success requires follow-through: The door is wide open for those willing to walk through it.
1.1.5 INCLUDED IN A MARKETING STRATEGY

A Marketing Strategy uses high-level elements to determine a company’s current value position and
outline a future marketing direction. It generally contains:
1. A Marketing Outcome: The end result a company wishes to achieve
2. A SWOT analysis: An internal and external review of an organization to determine its strengths,
weaknesses, opportunities, and threat
“Recommended Reading: Marketing SWOT Analysis: How to Do It (With Examples & Template)”
3. The Target Audience: The ideal customer a company wants to reach
4. A Budget: The money allocated to marketing efforts
5. A Product Mix: The analysis of product, price, place, and promotion – the key components in
successfully marketing anything
“Recommended Reading: What Is the Marketing Mix? Defining The 4, 5, 6, & 7 Ps of Marketing”
6. Marketing Tactics: The actions taken to accomplish a marketing objective
7. A Content Schedule: A living document that blueprints when and where content will be posted
8. A Marketing Timeline: A chronological plan, including an end date, of the marketing strategy
9. Accountability: What success will look like and how to record it
1.1.6 STEPS OF MARKETING STRATEGY: HOW TO CREATE A MARKETING

STRATEGY
Apart from the points discussed in the above section of the article, what are the key things you should
include when working on your company’s Marketing Strategy.

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Begin with a documented marketing plan: A strong marketing strategy requires research and
communication. A written plan with crucial information acts like a roadmap for marketers to travel to your
desired destination—the goals you aim to influence.
1. Understand your target audience and the market: Researching customers, market trends, and
competition empowers marketers to differentiate products, pricing, distribution, promotion, packaging, and
positioning. Accurate research to direct marketing efforts is essential for a marketing strategy—and team—
to be successful.
2. Define your unique value proposition and key differentiators: In this step, marketing strategists translate
research into action. Marketing must influence product research and development, brand identity with
visuals and voice, and unique positioning and benefits.
3. Set marketing goals and objectives: After marketing strategists understand the market opportunity, they
may set smart, measurable, achievable, relevant, and timely (SMART) goals.
4. Identify the marketing approaches and media to reach your target audience: The goal of marketing is
to generate profitable customer action. Marketing strategy focuses on stakeholders and practitioners by
documenting marketing funnel stages, selecting the marketing tactics with the greatest potential to influence
the goals and objectives, and defining the channels the organization will leverage to execute the plan.
5. Execute and publish marketing activities: A marketing plan is only beneficial when a company actualizes
it. Marketing strategists must identify when campaigns will launch and how contributors will collaborate
with their resources to make the vision a reality.
6. Measure and analyze results: Marketing strategists know that if you ship but neglect to measure your
impact, you haven’t achieved anything. Successful marketers measure how their activities influence the
goals and objectives outlined in the marketing strategy. From there, ideation from audits may lead to tests
and iterations that may be even more influential in achieving marketing goals.
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1.1.7 READ THIS RESOURCE FOR A COMPLETE AND ROBUST LIST OF
MARKETING STRATEGY STEPS
So how do you develop a marketing strategy? Let’s take a look at how to create a successful marketing
strategy:
Step 1: Begin with A Documented Marketing Plan: To begin, document everything you learn and do so that all
marketers, agencies, executives, and other stakeholders in your organization understand the following:
1 Who you’re targeting
2 What your objectives are
3 How to differentiate yourself from the competition
4 How to reach your audience
5 What will measure your success
Documenting your content plan is critical to the effectiveness of your content marketing efforts.
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Setting goals can often be the difference between success and failure. It is believed that writing (or
typing) your objectives allows them to become more ingrained in your brain.
Organized marketers are 674% more likely to report success.
We know and understand how daunting it may be to create a marketing strategy from the beginning.
That is why we have created 38 marketing plan samples to assist you in developing your framework.
Step 2: Understand Your Target Audience & The Market :

1 Research Customer Pain Points & Expectations
Effective marketing targets a specific audience. Knowing who those individuals are can help you sell
more effectively. You can pinpoint your target demographic and design marketing accordingly with
sufficient research and analysis.
2 Identify Market Trends

While understanding your audience can only get you so far, knowing your market trends keeps you
shining on your path. Identifying and knowing current trends in the market helps you improve yourself
and keep updated with the competition.
3 Understand The Competition & Your Unique Selling Proposition

 Competitive analysis is the process of determining the strengths and weaknesses of your competitors to
acquire a better grasp of how to conduct your business and reach new audiences. Conducting a
competitive study is critical for determining how you will run your whole organization.
 The SWOT analysis refers to a company’s Strengths, Weaknesses, Opportunities, and Threats. It can
assist you in determining what may separate you from your competitors and the resources available to
capitalize on that opportunity.
4 Document Buyer Personas

Your marketing persona is a document that covers the who, what, when, where, and why of your target
audience and broad demographic data such as gender, job title, job function, business size, team size,
requirements, pain points, and difficulties.
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Step 3: Define Your Unique Value Proposition & Key Differentiators
1. Identify Your Brand Value & Offering
While your logo, goods, website, and even your digital marketing efforts may evolve, one constant must be
your brand values. Your fundamental brand values are the principles around which you found your business.
They work as a compass for your brand’s narrative, activities, behaviors, and decision-making process.
2. Define Your Unique Brand Voice
Brand Voice - The term brand voice refers to the personality and emotion infused into a company’s
communication. It involves the words and language you employ to the personality and image elicited by your
marketing materials.
You must ensure that your message is heard above the competition and leaves a lasting impact on
potential clients.
3. Create Your Creative Visual Identity
Your brand’s design is its unsung advocate. Now, more than ever, the visual appearance of your brand can
make or break your business.
Visual identity is not exclusive to large corporations; small, direct-to-consumer firms may also develop one
at a modest cost. We strongly advise you to create an excellent visual identity, even if you are just getting
started.
4. Document Your Brand Positioning & Messaging
Brand positioning determines how your product is viewed, while messaging serves as a vehicle for
amplifying that perception. Together, they define your company’s position in the market and ultimately
determine its long-term success.
Step 4: Set Marketing Goals & Objectives
1. Marketing Goals
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Your marketing goal is a defined, quantifiable, aspirational, reasonable, and time-bound statistic that serves
as the driving force behind all your marketing efforts. Marketers who document their aims and objectives are
more likely to see them through to completion.
2. Marketing Objectives
Marketing objectives are quantifiable goals that define the desired outcome of your marketing approach.
Their primary objective is to direct your marketing efforts toward certain milestones.
3. Document SMART Goals
It is critical to ensure that your marketing objectives are Specified, Measurable, Attainable, Realistic, and
Time-bound – or SMART for short. The SMART approach enables a supervisor to manage marketing
activities effectively and forecast the success of new objectives.
Step 5: Identify the Marketing Approaches & Media to Reach Your Target Audience
Understand Your Marketing Funnel
The marketing funnel is a funnel diagram that depicts how customers go through the customer journey.
1. Understand Your Marketing Funnel
Prospective consumers, like sales funnels, begin at the top when they become aware of a need. They
then examine items that satisfy that demand before making a purchase.
2. Define Your Marketing Channels
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Any technique or platform used to advertise a product or service to customers is considered a marketing
channel. The fundamental objective is to transfer the product or service ownership from the manufacturer to the
consumer.
3. Choose Your Marketing Tactics
Marketing tactics are the actions used to drive the promotion of a product or service to achieve specified
marketing objectives. A case study is an example of a marketing approach. Blog articles, white papers, and
videos are examples of material that may be used to implement that marketing technique.
Step 6: Execute & Publish Marketing Activities
1. Marketing Calendar
A marketing calendar is a tool that allows you to plan and organize all of your marketing efforts in one
location. It serves as a road map for all of your marketing efforts.
2. Marketing Execution
Marketing execution is how your marketing plan transforms into reality. You already know that a
marketing strategy serves as a road map for selecting, prioritizing, planning, and finally, executing tasks that
eventually benefit your business’s bottom line.
Step 7: Measure & Analyze Results
Review Your Media

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A marketing metric is a measurable metric used to track the effectiveness of a marketing campaign.
They are essential for your entire organization. Without them, it is hard to determine the precise impact
of marketing on a business.
1.1.8 TYPES OF MARKETING THIRTEEN STRATEGIES
No matter which types of strategy you plan and execute, they all follow the same basic principles:
Who are you trying to reach. These are your target customers or audiences you need to buy a product,
make a donation, persuade to support an idea, or take another action that supports your objectives.
Where will you try to reach them. These network and channel-specific strategies emphasize this area.
How will you inspire them to take action and buy from you. Your branding, channels, and tactics come
into play here.
Which ways will you measure success. If you can’t measure it, then it didn’t happen. You must prove
your strategy drives results.
1. Brand Positioning Strategy
A brand strategy is a comprehensive plan for linking your distinctive value to the appropriate target at
every point of contact.
Brand positioning occurs regardless of whether you consciously include it in your marketing plan. You
can affect this view proactively by designing your brand positioning before publishing content and defining
your brand voice first.
2. Public Relations Strategy

Public relations is responsible for establishing and maintaining a positive connection with the public. To
avoid falling behind, marketers must learn how to connect their public relations activities efficiently with other
aspects of marketing.
Your public relations activities must target the appropriate audiences using the right strategies, and each
strategy should have quantifiable objectives.
3. Product Marketing Strategy
Product marketing is like the interface between sales, marketing, and product development.
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The majority of product marketing operations often concentrate in the bottom third of the marketing
funnel – the thing that assists someone in making a final purchase decision and converting to successful, loyal
customers. You can strategize the product marketing for better results.
4. Digital Marketing Strategy

A well-structured digital marketing plan is required to succeed as a business in today’s digital world.
Check out some helpful tips and more on our exclusive piece here.
5. Inbound Marketing Strategy

This strategy for attracting and engaging customers creates an organization that provides value and earns
trust.
Rather than interrupting individuals who have not indicated an interest in your products, inbound
marketing seeks to attract those who have previously acknowledged a need.
6.SEO Content Strategy
SEO is mainly concerned with content. With content marketing, SEO as we know it accelerated and
gained popularity. Content marketers today have a greater potential than ever to leverage SEO-driven
strategy.
7. Content Marketing Strategy
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The content strategy ends in the publication of successful content. While you may have prepared your
content and blog pieces, promoting them and ensuring that they reach your audience is an entirely different
challenge.
Check out our blog post on content marketing strategy for more information on this and several
templates you can use to do the same thing.
8. Social Media Content Strategy
A social media content strategy details the information you publish on various social media platforms
while also defining how to connect with your audience.
This strategy saves you time and helps you manage your social media accounts more effectively.
9. Email Marketing Strategy
Email marketing strategy is crucial for any business because, through emails, organizations engage with
customers, segment them, and strategize their further marketing plans.
We have written an article on email marketing strategy and how Digital Marketer nails this approach.
Make sure to check it out!
10. Video Marketing Strategy
Video marketing is an ever-increasing trend. The returns of marketing from YouTube and TikTok are
proof. Producing high-quality video content takes time. CoSchedule will ensure it receives attention.
11. Internal Marketing Strategy
A marketing strategy that focuses on fostering employee loyalty, competence, and engagement by
“selling” your product and vision to them is called an internal marketing strategy.
You want them to genuinely grasp why you’re selling those things so they can convey that message to
others – including your customers.
12. Editorial Strategy
An editorial plan specifies the content formats, distribution channels, and procedures that power your
marketing activities and enable you to achieve your marketing objectives.
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It is always focused on your target audience. As a result, an editorial strategy establishes clear criteria
and expectations for content creation based on what your audience wants.
13. Ecommerce Marketing Strategy
Marketing is the first consideration when starting an Ecommerce shop. Once you’ve decided on what to
offer, you’ll probably wonder how to increase traffic to your site and convert that traffic into sales.
Figuring out how to strategize can feel pretty daunting. But worry not, as we have a dedicated blog
post on Ecommerce Marketing Strategy to help boost your sales.
1.1.9 MARKETING STRATEGY FAQS

The Difference Between Marketing Strategy Vs. Marketing Plan
1. Marketing strategy the same as a marketing plan
Marketing strategy is your purpose; it is the offering you supply, the method you deliver it, and why
your marketing efforts will assist you in achieving your company’s mission and strategic goals. Having a
clearly defined marketing strategy is critical for your business’s success.
A marketing plan, guided by your strategy, is the implementation, the roadmap for tactical marketing
actions that assist you in achieving your marketing goals. It’s the detailed description of what you’re going to
do, where you’re going to do it, when you’re going to do it, and how you’re going to measure success.
2. Difference Between A Marketing Strategy Vs. A Marketing Tactic
Your marketing strategy defines your objective; it is the product or service you provide, how you give it,
and why your marketing efforts will aid you in reaching your company’s mission and strategic goals. While
many people see marketing as a hobby, having a well-defined marketing plan is vital to your business’s success.
Marketing tactics are the more specific methods to achieve the strategy’s objectives. While the process
is long-term, tactics are more immediate and focused on a particular goal. Tactics complement strategy by
conveying risks, successes, and failures.
3. The Best Marketing Strategy
The best marketing strategy is the one that will generate the most profitable action for your unique
business. That’s a catch-all answer, which is not entirely helpful, though.

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Here are some marketing strategies we’d recommend trying in 2023:
Search engine optimization strategy: According to a Search Engine Journal poll, 49% of respondents
said, “Organic search is the digital marketing channel that brings in the highest ROI.”
Email marketing strategy: According to Statista, 4 billion people check email daily. Statista also
estimates revenue reaching about 11 billion by December 2023. The chances are pretty good that your target
audience uses this channel.
Social media marketing strategy: Again, according to Statista, a projected 6 billion people will use
social media in 2027 across all of the social platforms (e.g., Facebook, Instagram, LinkedIn, Twitter, Pinterest,
TikTok, etc.). As a channel marketing strategy, there’s a good chance you can reach your desired audience with
a solid social media strategy.
Read this piece for a complete list of the different types of marketing strategies. You can use it as a
jumping-off point to inspire your unique approach.
4. An Example of a Marketing Strategy
Marketing Strategy Look Like -
Check out our post, listing some 14 exceptional marketing strategies and campaigns from recognizable
brands like Red Bull, Nike, Google, and more. This piece provides high-level examples of how these brands go
to market and provides links to each case study in more detail.
Airbnb’s marketing strategy leverages four tactics that set them apart. Airbnb is a software company
that allows homeowners to rent properties like houses and apartments as a competitor to traditional hotel stays.
The four tactics include building community with targeted outreach, leveraging user-generated content, leaning
into a clear and unique value proposition, and creating a referral program.
Disney’s marketing strategy also leverages four tactics that differentiate its products from competitors.
Disney is an entertainment company with products such as movies and television shows, physical entertainment
centers and amusement parks, and garments and toys that complement their filmed creations. Disney stands out
by telling stories that resonate and inspire, using nostalgia to reinforce customer loyalty, targeting audience
segments with a multi-channel strategy, and staying true to its very unique brand.
18
Pepsi’s marketing strategy is unique because of branding, sponsorships and endorsements, social
media engagements and partnerships, and taking risks to stay trendy.
1.1.10 MARKETING PLAN STRATEGY
A marketing plan is the written document that helps marketers execute the marketing strategy with
tactical activities. The components and elements included in a marketing plan often include:
1. Business components like a mission statement, business summary, branding, and SWOT analysis.
2. Marketing outcomes components like goals, objectives, OKRs, and marketing metrics and KPIs.
3. Market focus components like market analysis, competitor analysis, target audience, and buyer personas.
4. Product focus components like product, price, place, promotion, packaging, and positioning.
5. Marketing methods components like tactics, channels, and content.
6. Action plan components like roles, responsibilities, reviews, revisions, tracking, reporting, and
contingency plans.
1.1.11 PS MEAN IN MARKETING STRATEGY

The 4Ps – product, price, place, and promotion – refer to four key considerations in successfully
marketing a product or service. Together, they form the marketing mix, but are individually defined as follows:
(https://coschedule.com/marketing-strategy).
1. Product: Any good, service, or piece of information sold for profit
2. Price: The monetary value consumers pay for a product
3. Place: The physical or virtual location where a product is available
4. Promotion: The publicization of a product (i.e., advertisements, social media, public relations)
1.2 ABOUT COMPANY PROFILE

If you are looking for a gadgets support center nearby to solve all your device problems, then we have
you sorted with this best service center in Coimbatore. Coimbatore is one of the well-known service centers you
19
can visit for all your device related damages be it – mobiles, tv, headphones and headsets. We here have
updated address, contact number and direction for you to conveniently reach them. Coimbatore is open on all
weekdays Monday to Sunday from 11:00 AMto 7:30 PM so you choose to call up take an appointment or just
simply drive to the service center using our directions for quick service support for all your gadgets.
Premium smartphone maker OnePlus is aiming to open 100 experience stores across 50 cities in India by
2020, a company official has said.
The brand currently has over 25 experience stores in the country, nearly 70 service centres, and is
present in 2,000-plus large format retail stores across India, OnePlus India Regional Marketing Head, Darshana
Bala said in a press release on Sunday.
Bala, here to open its first experience store on Saturday, said the new store launch was in line with the
company’s increased focus on expanding its offline footprint across India.
OnePlus was now looking forward to operating 100 such experience stores across 50 cities by the year
2020, with special focus on tier 2 cities and beyond as well, the official added.
The new store was inaugurated by actress Sruthi Haasan and is a part of its ongoing offline expansion
plan, the release said.
This is our story. It’s a story that starts with a group of innovators. Back in 2013, the smartphone
industry was stagnating. We imagined a better kind of smartphone and a better way of doing things. Our goal
was to build a smartphone we would want to use ourselves. What started as a passion project soon turned into a
global community. Fueled by a groundswell of support, we sought to redefine the way Android smartphones
were built. This is who we are. We are a community looking to deliver true flagship experiences with smooth
performance, quality software, and expert craftsmanship. We focus on the things that matter most to us - design
and user experience. Most importantly, we’re not just doing it for ourselves. Our mission is to share the best
technology, built hand-in-hand with you.
20
CHAPTER II
REVIEW OF LITERATURE
21
REVIEW OF LITERATURE
Androulidakis G. Kandus (2011). Studies correlated the brand of mobile phone users’ security
practices. Users show different behavior in an array of characteristics, according to the brand of the mobile
phone they are using. As such, there is categorization of arrears, different for each brand, where users are
clearly lacking security mind, possibly due to lack of awareness. Such a categorization can help phone
manufacturers enhance their mobile phones in regards to security, preferably transparently for the user.
Nasr Azad Maryam Safaei (2012). Studies states that there are many evidences to believe that
customers select their products based on brand name. Products also maintain their own characteristics, which
make them differentiable from others. In this paper, researchers have presented an empirical study to determine
important factors influencing customers' purchasing intend for cellular phones in capital city of Iran, Tehran.
The results of the study show that there are some positive relationships between exclusive name and quality
perception, between exclusive name and word of mouth advertisement, between quality perception and fidelity,
between word-of-mouth advertisement and brand name and between brand name image and brand name.
Ozhan Karimi (2012). Studies had presented an empirical study to investigate the effects of different
marketing efforts on brand equity in mobile industry. The results show that there is a positive and meaningful
relationship between marketing mix efforts and brand equity. In other words, more advertisements could help
better market exposure, which means customers will have more awareness on market characteristics. Among all
mixed efforts, guarantee influences more on brand equity, which means consumers care more on product
services than other features. Finally, among different characteristics of brand equity, product exclusiveness
plays an important role. In other words, people are interested in having exclusive product, which is different
from others.
22
Heikki Karjaluoto, Jari Karvonen et al, (2005). Studies had analyzed that Mobile phone markets are
one of the most turbulent market environments today due to increased competition and change. Thus, it is of
growing concern to look at consumer buying
decision process and cast light on the factors that finally determine consumer choices between different
mobile phone brands. On this basis, this research deals with consumers’ choice criteria in mobile phone markets
by studying factors that influence intention to acquire new mobile phones on one hand and factors that influence
on mobile phone change on the other are some general factors that seem to guide the choices. The two studies
show that while technical problems are the basic reason to change mobile phone among students; price, brand,
interface, and properties are the most influential factors affecting the actual choice between brands.
Hande Kimiloglu, V. Aslihan Nasir, Süphan Nasir, (2010). Studies aims to discover consumer
segments with different behavioral profiles in the mobile phone market. Pragmatic consumers are found to give
high importance to the functional, physical and convenience-based attributes of the product. The abstemious
group also gives importance to functionality along with design. While value-conscious consumers focus
strongly on price, the charismatic segment represents the want-it-all group valuing many attributes such as
technological superiority, practicality, durability, functionality, and design. The study also includes findings and
discussions about the differences these clusters display in terms of their involvement and loyalty styles.
Fred Robins (2003). Studies analyzed that the marketing of the next generation of mobile phones. It
begins with comments on the state of the telecom industry and draws attention to elements of technological and
product convergence, highlighting the point that while industry convergence on digital technology is a fact,
today’s mobile telephony marketplace is nonetheless characterized by three generations of technology and the
latest generation, 3G, embraces three related but competing standards. The research examines 2G, 2 and a half
G and 3G developments around the world and identifies factors relevant to the marketing of 3G, including
recognition of geographical and user diversity and the consequent need for marketers to keep these various user
perspectives in mind. However, customer desire for personalisation, including personalised 3G services, are
important features of the marketplace, as will be the availability of simple, secure payment systems.
23
Jaakko Sinisalo, Jari Salo, Heikki Karjaluoto, Matti Leppäniemi, (2007). Studies states that the
purpose of their study is twofold. First, in order to guarantee a coherent discussion about mobile customer
relationship management (mCRM), this paper presents a conceptualization of mCRM delineating its unique
characteristics
24
CHAPTER III
RESEARCH METHODOLOGY
25
RESEARCH METHODOLOGY
3.1 Objectives of the study
1. To study the present Increase sales of the company.
2. To study the satisfactory level of the c Build brand awareness customer.
3. To identify the Grow market share practices in the organization.
4. To know the Launch new products or services in the organization.
5. To study the Target new customers in the Enter new markets internationally or locally process.
6. To understand the opinion about the various, improve stakeholder relations provided to Enhance
customer relationships.
3.2 Scope of the study
1. To study involves identification of need and preference of the potential consumer of marketing research
and consumer needs.
2. To study determination of objectives and development Marketing management has the task of
determining the objective of profit maximization.
3. To study Planning Marketing activities marketing activities, help in systematically executing the
planned objectives.
4. To Study of distribution process and channels is also essential to hit maximum sale and profits while
delivering the goods and services at minimum cost.
5. To Pricing policies, differ within a range of products. It depends on the cost of manufacturing and
distribution, availability of products, number of competitions, competitors’ strategy, the life cycle of the
products, customers perspective about the product and demand, and marketing agenda and goals.
6. Detailed explanations have been created gathered from the respondents regarding Implementation and
its impact Pricing policies, Promotion, Evaluating and controlling marketing activities after-sales
activities:
26
3.3 Period of the study
The period of the study is twenty one days.

3.4 Design of the study
A research design is the arrangement of the conditions for collection and analysis of data in a manner
that aims to combine relevance to the research purpose with economy in procedure
Research design is purely and simply the framework or plan for a study that guides the collection and
analysis of the data. The research design indicates the methods of research i.e. the method of gathering
information and the method of sampling. The design decisions happen to be in respect of:
1. What is the study about.
2. Why is the study being made.
3. Where will the study be carried out.
4. What type of data required.
5. Where can the required data are found.
6. What period of time will the study include.
7. What will be the s ample design.
8. What techniques of data collection will be used.
9. How will the data be analyzed.
10. In what style will the report be prepared.
The search design specifies techniques and techniques for obtaining the desired records to do research. It
represents the best planning of the strategies to be adopted for the assemblage of the applicable facts and the
analytical methodologies that will be employed analysis. This lookup graph helps the researcher prepare thoughts
in a shape that lets him appear for flaws and adequacy. The research rough establishes the element for conducting
the research. An applicable search chart will make certain that marketing strategy lookup is accomplished
successfully and efficiently.
27
This survey consumers on a study on marketing strategy of one plus its effects on consumers of
Coimbatore region It is, for the most part, as stated by the "Descriptive Search" category. Descriptive lookup is
usually greater formal and structured than exploratory research. It is primarily based on giant and consultant
samples and the facts acquired are situation to quantitative analysis. Inquiry techniques have already been used
because lookup was once labeled below descriptive research. This survey method for acquiring statistics is
normally respondents on the grounds of questioning.
3.5 Type of Data
Data can be classified as qualitative and quantitative. Qualitative data represents some characteristics or
attributes. Further, they represent descriptions which we may observe that we cannot compute or calculate.
This type data four type:
1. Nominal data - Gender, Marriage status etc.
2. Ordinal data - Five point (Likert scale).
3. Discrete data or ratio scale - Assets and liabilities formula based.
4. Continuous data or interval scale - group (1 to 30)
Quantitative data:
Quantitative data is the value of data in the form of counts or numbers where each data set has a unique
numerical value. This data is any quantifiable information that researchers can use for mathematical
calculations and statistical analysis to make real-life decisions based on these mathematical derivations.
This research questionnaires survey methods using to the Nominal data & Ordinal data.
3.6 Sampling Design
The sampling elements in research are eligibility one plus its effects on consumers of Coimbatore
region.
3.6.1 Universe
The consumers from one plus its effects on consumers are considered the sample population.
28
Data infinite
Population
3.6.2 Sampling Method

This study adopted convenience in non-probability sampling.
Convenience sample
Convenience sample is a type of non-probability sampling method where the sample is taken from a
group of people easy to contact or to reach; for example, standing at a mall or a grocery store and asking people
to answer questions. This type of sampling is also known as grab sampling or availability sampling.
3.6.3 Sampling size

Sample size of the study was selected from the sampling unit. Total estimated sample size is 100.
Total Total Received Total Sample Reject Total Select

Consumer Sample Sample Sample
170 105 5 100
3.7 Tools for data collection (questionnaire, interview and websites etc.)
In order to systematically collect the primary data, the questionnaire is used. A questionnaire is a
schedule consisting of a number of coherent questions related to the assorted aspects of the topic under this
study. Therefore, the data required for the study was collected through a questionnaire. The Data collected
through such filled-in survey questionnaire methods have been used for further analysis.
3.8 Statistical tools used
Social research invariably necessitates the use of statistical analysis. Several statistical tools are used for
the purpose of presenting the result in brief language and the complex and complicated problems can be studied
is a very simple way. It is useful to reduce the complex data in the form of tables. There are several methods
used for the analysis of data, now-a-days sophisticated computerized statistical packages like IBM SPSS
Statistics 20, MS-Excel and others available for data analysis. In this researcher have preferred SPSS statistical
packages.
Percentage Analysis
29
Percentage refers to a special kind of ratio. Percentages are used in making comparison between two or
more series of data to describe the relationships. Percentages can also be used to compare the relative terms, the
distribution of two or more series of data.
No of Respondents
% =   100
Total no of Respondents
3.9 Sources of data collection

Data refer to the facts, figures, or information collected for a specific purpose. There are two types of
data.
Information Research
Primary data Secondary data

Collection Collection
Personal interview
Internet Literature study
3.10 Limitations
1. Developing an effective marketing strategy for your business is the key to growth, expansion, and long-
term success.
2. It can include website content, television and radio advertising, and content launched on social media
platforms.
3. Marketing strategy refers to the methods you implement to promote your products and services to your
target audience.
4. The challenge, however, is that developing the right marketing strategy can involve a lot of hit or miss,
and for small businesses, the costs related to misunderstanding your market can be catastrophic.
5. This information shapes the methods you will use to promote your business.
30
CHAPTER – IV
DATA ANALYSIS AND INTERPRETATION
31
DATA ANALYSIS AND INTERPRETATION
The data analysis requires understanding of mathematical and statistical procedure. Mathematical
expression is simply an alternative to verbal ones that are much more efficient in the being expressed quickly in
numbers it is dear and specific avoiding the ambiguities and nuisance. The qualities are expressed in numbers.
The statistical procedure or tool tries to interpret the qualitative significance of the data. The quantitative
analytical method has been very useful for interpretation and interference for research purpose.
In the questionnaire some of the question consists of some one plus its effects factors that were
identified by the researcher based on the theories of consumers and the respondents were asked to rank those
factors based on their level of satisfaction.
32
Table - 1
Distribution of the respondents on the basis of Gender
Gender N Percent
Male 85 85.0
Female 15 15.0
Total 100 100.0
Source: Primary data
Result reveals that distribution of consumers of consumers on the basis of their gender, the table consist
of gender opinion for male and female, the table reveals that out of 100 respondents, 85 percent of consumers
are male and 15 percent of consumers are female. Therefore, it is concluded from the table at majority of
consumers are male.
33
Table - 2
Distribution of the respondents on the basis of age
Age N Percent
20-30 38 38.0
31-40 46 46.0
41 & above 16 16.0
Total 100 100.0
Result inferred that distribution of consumers on the basis of their age, the table consist of age group, the
table reveals that out of 100 respondents, 38 percent of consumers are 20-30 years age, 46 percent of
respondents are 31-40 years age groups and 16 percent of consumers are 41 & above years of the age groups.
Therefore it is concluded from the table at majority of consumers are 31-40 years age groups.
34
Table - 3
Distribution of the respondents on the basis of educational qualification
Educational Qualification N Percent
SSLC 8 8.0
H.Sc 7 7.0
Degree 62 62.0
Diploma 15 15.0
PG 5 5.0
Other 3 3.0
Total 100 100.0
Result reveals that distribution of consumers on the basis of their educational qualification, the table
consist of qualification, the table reveals that out of 100 respondents, 8.0 percent of consumers are SSLC, 7.0
percent of respondents are H.Sc, 62.0 percent of the consumers degree 15 percent of consumers are diploma,
5 percent of consumers are PG and 3 percent of consumers are Other, Therefore, it is concluded from the
table at majority of consumers are degree qualification.
35
Table - 4
Distribution of the respondents on the basis of income
income N Percent
Less than 10000 31 31.0
110000-20000 14 14.0
21000-30000 47 47.0
30000-40000 8 8.0
Total 100 100.0
Result reveals that distribution of consumers on the basis of their experience, the table consist of
income, the table reveals that out of 100 respondents, 31.0 percent of consumers are Less than 10000, 14.0
percent of consumers are 110000-20000 income, 47.0 percent of the consumers 21000-30000 income and 8.0
percent of consumers are above 30000-40000 of the income. Therefore, it is concluded that the table at majority
of consumers 21000-30000 are income groups.
36
Table - 5
Distribution of the respondents on the basis of Business experience
Business
N Percent
experience
Less than one year 20 20.0
1-5 years 55 55.0
5-10 years 12 12.0
Above 10 13 13.0
Total 100 100.0
Result inferred that distribution of consumers on the basis of their business experience, the table consist
of consumers, the table shows that out of 100 respondents, 20.0 percent of consumers are less than one year,
55.0 percent of consumers are 1-5 years, 12.0 percent of them 5-10 years and 13.0 percent of them above 10.
Therefore, it is concluded from the table at 55 majority of consumers are1-5 years.
60
50
40
30
55
20
10 20
12 13
0
Less than one year 1-5 years 5-10 years Above 10
37
Table - 6
Distribution of the respondents on the basis of Family Type
Family Type N Percent
Nuclear 86 86.0
Joint 14 14.0
Total 100 100.0
Result reveals that distribution of consumers of consumers on the basis of their family type, the table
consist of family type opinion for nuclear and joint, the table reveals that out of 100 respondents, 86 percent of
consumers are nuclear and 14 percent of consumers are joint. therefore, it is concluded from the table at
majority of consumers are nuclear.
100
90
80
70
60
50
86
40
30
20
10
14
0
Nuclear Joint
38
Table – 7
Distribution of the respondents on the basis of Place
Designation N Percent
Rural Area 38 38.0
Urban Area 40 40.0
Other 22 22.0
Total 100 100.0
Result inferred that distribution of consumers on the basis of their place, the table consists of place, the
table shows that out of 100 respondents, 38.0 percent of consumers are rural area, 40.0 percent of consumers are
urban area and 22.0 percent of consumers are other. therefore, it is concluded from the table at majority of
consumers are urban area.
45
40
35
30
25
20 40
38
15
22
10
0
Rural Area Urban Area Other
39
Table – 8
According to you can One plus become the next future brand
Items N Percent
Highly Satisfied 40 40
Satisfied 45 45
Neutral 9 9
Dissatisfied 8 8
Highly dissatisfied 0 0
Total 100 100.0
Out of 100 consumers opinion about can one plus become the next future brand, 45.0 percent said
satisfied, 40.0 percent said highly satisfied, 9.0 percent said satisfaction natural, 8.0 said dis satisfied and said
highly not satisfied. so, majority 45 percent of the respondent’s satisfied.
50
45
45
40
40
35
30
25
20
15
10 9
8
5
0
0
Highly Satisfied Satisfied Neutral Dissatisfied Highly dissatisfied
40
Table – 9
Are you a user of One plus product?
Items N Percent
Satisfied 45 45
Neutral 35 35
Dissatisfied 8 8
Total 100 100.0
Out of 100 consumers opinion about can oneplus product, 45.0 percent said satisfied, 35.0 percent said
neutral, 15.0 percent said satisfaction high satisfied, 8.0 percent said dis satisfied and 4.0 said highly
dissatisfied. so, majority 45.0 percent of the respondent’s satisfied.
50
45
45
40
35
35
30
25
20
15
15
10 8
5 4
0
41
Table – 10
Are you happy with the after sales services of One plus?
Items N Percent
Satisfied 30 30
Neutral 8 8
Dissatisfied 8 8
Total 100 100.0
Out of 100 consumers opinion about can happy with the after sales services of one plus, 46.0 percent
said highly satisfied, 30.0 percent said satisfied, 8.0 percent said satisfaction neutral, 8.0 percent said dis
satisfied and 4.0 said highly dissatisfied. so, majority 46.0 percent of the respondent’s highly satisfied.
50
46
45
40
35
30
30
25
20
15
10 8 8 8
0
42
Table – 11
As a youngest, what do you like the most about the One plus products
Items N Percent
Product features 46 46
Price 35 35
Picturization 10 10
Sales 6 6
Other 3 3
Total 100 100.0
Out of 100 consumers opinion about most about the one plus products, 46.0 percent said product
features, 30.0 percent said price, 10.0 percent said satisfaction picturization, 6.0 percent said sales and 43.0 said
other. so, majority 46.0 percent of the respondent’s product features.
50
46
45
40
35
35
30
25
20
15
10
10
6
5 3
0
Product features Price Picturization Sales Other
43
Table – 12
Do you find One plus advertisement to be effective
Items N Percent
Satisfied 19 19
Neutral 10 10
Dissatisfied 12 12
Total 100 100.0
Out of 100 consumers opinion about most about the one plus advertisement to be effective, 40.0 percent
said highly satisfied, 19.0 percent said satisfied, 10.0 percent said satisfaction neutral, 12.0 percent said dis
satisfied and 10.0 said highly dissatisfied. so, majority 40.0 percent of the respondent’s highly satisfied.
45
40
40
35
30
25
20 19
15
12
10 10
10
0
44
Table – 13
Do you think a One plus merchandises are effective in marketing
Items N Percent
Satisfied 7 7
Neutral 62 62
Dissatisfied 15 15
Total 100 100.0
Out of 100 consumers opinion about most about one plus merchandises are effective in marketing, 8.0
percent said highly satisfied, 7.0 percent said satisfied, 62.0 percent said satisfaction neutral, 15.0 percent said
dis satisfied and 8.0 said highly dissatisfied. so, majority 62.0 percent of the respondent’s neutral.
70
62
60
50
40
30
20
15
10 8 7 8
0
45
Table – 14
Do you think the One plus community is an effective platform for solving problem
Items N Percent
Satisfied 45 45
Neutral 28 28
Dissatisfied 9 9
Total 100 100.0
Out of 100 consumers opinion about most about one plus community is an effective platform for solving
problem, 15.0 percent said highly satisfied, 45.0 percent said satisfied, 28.0 percent said satisfaction neutral, 9.0
percent said dis satisfied and 3.0 said highly dissatisfied. so, majority 45.0 percent of the respondent’s satisfied.
46
50
45
45
40
35
30 28
25
20
15
15
10 9
5 3
0
Table – 15
Do you think there are enough service center across the country
Items N Percent
Satisfied 45 45
Neutral 15 15
Dissatisfied 8 8
Total 100 100.0
Out of 100 consumers opinion about most about there are enough service center across the country, 28.0
dis satisfied and 4.0 said highly dissatisfied. so, majority 45.0 percent of the respondent’s satisfied.
47
50
45
45
40
35
30 28
25
20
15
15
10 8
5 4
0
Table – 16
Have you ever experienced One plus products in showrooms
Items N Percent
Satisfied 10 10
Neutral 31 31
Dissatisfied 8 8
Total 100 100.0
Out of 100 consumers opinion about most about experienced one plus products in showrooms, 47.0
dis satisfied and 4.0 said highly dissatisfied. so, majority 47.0 percent of the respondent’s highly satisfied.
48
50
47
45
40
35
31
30
25
20
15
10
10 8
5 4
0
49
Table – 17
Have you seen One plus advertisement
Items N Percent
Satisfied 17 17
Neutral 33 33
Dissatisfied 7 7
Total 100 100.0
Out of 100 consumers opinion about seen one plus advertisement, 40.0 percent said highly satisfied,
17.0 percent said satisfied, 33.0 percent said satisfaction neutral, 7.0 percent said dis satisfied and 3.0 said
highly dissatisfied. so, majority 40.0 percent of the respondent’s highly satisfied.
45
40
40
35 33
30
25
20
17
15
10
7
5 3
0
50
Table – 18
How did you know about One plus products
Items N Percent
Friends 38 38
Family 25 25
Social media 22 22
Own 8 8
Other 2 2
Total 100 100.0
Out of 100 consumers opinion know about one plus products, 38.0 percent said friends, 17.0 percent
said family, 33.0 percent said satisfaction social media, 7.0 percent said own and 3.0 said hi other. so, majority
40.0 percent of the respondent’s friends.
40 38
35
30
25
25
22
20
15
10 8
5
2
0
Friends Family Social media Own Other
51
Table – 19
How do you like the marketing of One plus
Items N Percent
Effective 30 30
Easy 23 23
Satisfactory 22 22
Impressive 16 16
Other 4 4
Total 100 100.0
Out of 100 consumers opinion know about like the marketing of one plus, 30.0 percent said effective,
23.0 percent said easy, 22.0 percent said satisfaction satisfactory, 16.0 percent said impressive and 4.0 said hi
other. so, majority 30.0 percent of the respondent’s effective.
35
30
30
25
23
22
20
16
15
10
5 4
0
Effective Easy Satisfactory Impressive Other
52
Table – 20
What attracts you the most about One plus?
Items N Percent
Satisfied 24 24
Neutral 23 23
Dissatisfied 14 14
Total 100 100.0
Out of 100 consumers opinion about most about one plus, 28.0 percent said highly satisfied, 24.0
percent said satisfied, 23.0 percent said satisfaction neutral, 14.0 percent said dis satisfied and 6.0 said highly
dissatisfied. so, majority 28.0 percent of the respondent’s highly satisfied.
30
28
25 24
23
20
15 14
10
6
5
0
53
Table – 21
What do you like the most about the after sales services?
Items N Percent
Complaint 14 14
Quick Follow 25 25
Patient 23 23
Price 24 24
Other 9 9
Total 100 100.0
Out of 100 consumers opinion about the most about the after sales services, 14.0 percent said complaint,
25.0 percent said quick follow,23.0 percent said satisfaction patient, 24.0 percent said price and 9.0 said other.
so, majority 25.0 percent of the respondent’s quick follow.
54
Table – 22
What makes you recall One plus?
Items N Percent
Logo 11 11
Model 25 25
Presentation 20 23
Prices 24 24
Other 10 10
Total 100 100.0
Out of 100 consumers opinion about you recall one plus, 11.0 percent said logo, 25.0 percent said
model, 20.0 percent said satisfaction presentation, 24.0 percent said prices and 10.0 said other. so, majority 25.0
percent of the respondent’s model.
30
25
25 24
20
20
15
11
10
10
0
Logo Model Presentation Prices Other
55
Table – 23
Which advertisement feature influenced you the most
Items N Percent
Concept 25 25
Camera 16 16
logo 20 20
RAM 24 24
Storage 5 15
Total 100 100.0
Out of 100 consumers opinion about you feature influenced you the most, 11.0 percent said concept,
25.0 percent said camera, 20.0 percent said satisfaction logo, 24.0 percent said ram and 10.0 said storage. so,
majority 25.0 percent of the respondent’s concept.
30
25
25 24
20
20
16
15
10
5
5
0
Concept Camera logo RAM Storage
56
Table – 24
Approachable and responsiveness of the One plus consumers
Items N Percent
Satisfied 21 21
Neutral 29 29
Dissatisfied 10 10
Total 100 100.0
Out of 100 consumers opinion about your responsiveness of the one plus consumers, 33.0 percent said
highly satisfied, 21.0 percent said satisfied 29.0 percent said satisfaction neutral, 10.0 percent said dissatisfied
and 7.0 said highly dissatisfied. so, majority 25.0 percent of the respondent’s highly satisfied.
35
33
30 29
25
21
20
15
10
10
7
0
57
Table – 25
Are you satisfied with the way the products are organized in the store?
Items N Percent
Satisfied 25 25
Neutral 29 29
Dissatisfied 9 9
Total 100 100.0
Out of 100 consumers opinion about with the way the products are organized in the store, 31.0 percent
said highly satisfied, 25.0 percent said satisfied 29.0 percent said satisfaction neutral, 9.0 percent said
dissatisfied and 6.0 said highly dissatisfied. so, majority 25.0 percent of the respondent’s highly satisfied.
35
31
30 29
25
25
20
15
10 9
6
5
0
58
Table – 26
Are you happy with the value you get for your money?
Items N Percent
Satisfied 24 24
Neutral 20 20
Dissatisfied 9 9
Total 100 100.0
Out of 100 consumers opinion about with the value you get for your money 40.0 percent said highly
satisfied, 24.0 percent said satisfied 20.0 percent said satisfaction neutral, 9.0 percent said dissatisfied and 7.0
said highly dissatisfied. so, majority 40.0 percent of the respondent’s highly satisfied.
45
40
40
35
30
25 24
20
20
15
10 9
7
5
0
59
Table – 27
Are you satisfied with One plus customer service?
Items N Percent
Satisfied 28 28
Neutral 20 20
Dissatisfied 5 5
Total 100 100.0
Out of 100 consumers opinion about with the One plus customer service 40.0 percent said highly
satisfied, 28.0 percent said satisfied 20.0 percent said satisfaction neutral, 5.0 percent said dissatisfied and 7.0
said highly dissatisfied. so, majority 40.0 percent of the respondent’s highly satisfied.
45
40
40
35
30 28
25
20
20
15
10
7
5
5
0
60
CHAPTER 5
FINDINGS, SUGGESTIONS, CONCLUSION
AND BIBLIOGRAPHY
61
5.1 FINDINGS
1. Therefore, it is concluded from the table at majority of consumers are male.
2. Therefore it is concluded from the table at majority of consumers are 31-40 years age groups.
3. Therefore, it is concluded from the table at majority of consumers are degree qualification
4. Therefore, it is concluded that the table at majority of consumers 21000-30000 are income groups.
5. Therefore, it is concluded from the table at 55 majority of consumers are1-5 years.
6. Therefore, it is concluded from the table at majority of consumers are nuclear.
7. therefore, it is concluded from the table at majority of consumers are urban area.
8. Therefore, it is concluded from the table at, majority 45 percent of the respondent’s satisfied.
9. Therefore, it is concluded from the table at majority 45.0 percent of the respondent’s satisfied.
10. Therefore, it is concluded from the table at majority 46.0 percent of the respondents highly satisfied.
11. Therefore, it is concluded from the table at majority 46.0 percent of the respondent’s product features.
12. Therefore, it is concluded from the table at majority 40.0 percent of the respondent’s highly satisfied.
13. Therefore, it is concluded from the table at majority 62.0 percent of the respondent’s neutral.
18. Therefore, it is concluded from the table at majority 40.0 percent of the respondent’s friends.
19. Therefore, it is concluded from the table at majority 30.0 percent of the respondent’s effective.
62
21. Therefore, it is concluded from the table at majority 25.0 percent of the respondent’s quick follow.
22. Therefore, it is concluded from the table at majority 25.0 percent of the respondent’s model.
23. s Therefore, it is concluded from the table at majority 25.0 percent of the respondent’s concept.
27. Therefore, it is concluded from the table at majority 40.0 percent of the respondents highly
satisfied.
63
5.2 SUGGESTIONS
Company should concentrate on improving the after sales service of products as it is a important factor
for the sales of consumer products.
Company should constantly get innovative in advertising its products, mainly focusing on Value it will
bring to the customer after buying the product
Company can use some of the marketing tactics like distributing free key chain, calendar, t-shirts for
making brand popular among people
Dealer’s desire more advertisement to be done through local newspaper and cable TV ads to make
consumers aware about the product.
Advertisements of the company’s products should focus on quality and main features.
Proper Segmentation should be done and accordingly marketing strategies should be planned for
premium products.
Welcome call as well as follow up call will help the company to maintain customer relationship; hence
the company should focus on such softer these aspects.
Establish the service center as per the ease of consumers accessibility.
Company should undertake repeated advertising as it is an effective tiil to reach the consumers.
Company should/may undertake more innovative advertising.
Company should improve its picturization techniques for advertising.
Although, marketing strategies currently undertaken, have been effective, nut a little more can be done
towards the same.
The advertisements should improve on featuring models/celebrities of mass appeal.
64
Awareness should be spread more about One plus exclusive showrooms so that more and more people
go and visit.
Picturization techniques should be improved to attract consumers.
After sales services should improve on “Quick Follow Up” step about solutions being effective.
More service centers need to be installed to make products more accessible.
The One plus community can be better improved by better responses techniques.
One plus merchandises can be expanded for extensive marketing.
One plus merchandises should be innovated regularly to involve mass appeal.
65
5.3 CONCLUSION
The above study and the findings thereby are that the company has definitely entrenched into the urban
market with few more concerted efforts, the said organization needs to enter the rural market in order to
completely establish itself all over. Customer Service and Satisfaction are of utmost important in this highly
competitive market value Proposition should be created in the eyes of the customer to gain loyalty which will in
turn help to sustain and be a Leader in the Market.
Constant Investment in will help an organization to get Innovative products in the market and in turn
lead to higher Customer Satisfaction. Brand Recall is of utmost importance and the Company should make
efforts to increase the same exclusive showrooms are of utmost importance and so the required investment
should be done to expand for the same. Merchandises play an important role in extensive advertising and so the
same should be innovated every now and then to take advantage of mass appeal. Picturization techniques can be
improved by appointing more professional and so the investment for the same is proposed. Over all it’s the
product features that attracts different segments of the population.
66
BIBLIOGRAPHY
Algemoud, A.M (2008) Shopping behavior of supermarket customer I Kuwait journal of business and
economics research, 6(3)
Ali, J., Kapoor, s., and janakiraman, M. (2010). Buying behavior of consumer for food products in an
emerging economy. British food journal,112(2), 109-124.
Androulidakis G. Kandus (2011). “Mobile Phone Brand Categorization vs. Users' Security Practices”,
engineering technology & Applied science research, Vol. 1 No. 2 (2011): April, 2011
Arnold, S. J., Oum, T.H., and tigert, D.J. (1983). Department attributes in Retail Patronage: Seasonal,
Temporal, Regional, and International Comparisons. Journal of Marketing Regional, 20,149-157.
Bakerr, J.P., Grewal, D., and Voss, G.B. (2002). The influence of multiple store environment cues on
perceived merchandise value and patronage intentions. Journal of marketing,120-122. Bawa, K, and
ghosh, A. (1999). A Modal of household grocery shopping behavior. Marketing letters, 10(2), 149-160.
Bearden, W.O. (1977). Determinant attributes of store patronage: downtown versus outlying shopping centers.
Journal of retailing, 53(2)
Bellenger, D.N. Roberetson, D.H., and Hirschan, E.C. (1976). Age and education as key correlates of store
selection for female shoppers. Journal of Retailing, 52 (winter) 71-78
Bhatnager , A., and Ratchford, B.(2004). A modal of retail format competition for non- durable goods.
International journal of research in marketing, 21(1), 39-59.
Bitner, M.J. (1992). Services capes: the impact of physical surrounding on customers and employees. Journal
of marketing 56(April), 57-71
Dr. T.N.R. Kavitha (Faculty Department of Management Studies, Erode Sengunthar Engineering College,
Erode638057, Tamil Nadu and K. Yogeswari (Department of Management Studies Erode Sengunthar
67
Engineering College, Thudupathi. Erode638057, Tamil Nadu, A Study on Customer Attitude Towards
Smartphone with Special Reference to Chithode, Erode District, ISOR Journal of Business and
Management, e-ISSN:2278-487X, p-ISSN:2319-7668. 
Mr Jatin Sharma (Assistant Professor, Baba Farid College of Management and Technology, Punjab, India.
Mr Sohail Verma (Student of BBA 5 Semester, Baba Farid College of Management and Technology
(December 2018) A Study of Consumer Perception While Purchasing Apple Products with Special
Reference to Malwa Region (Punjab), International Journal of Management, Technology and
Engineering, ISSN NO- 2249-7455.
Revathy Rajasekaran, S. Cindhana and C. Anandha Priya (2018), Department of Management Studies,
V.V Vanniaperumal College for Women, India “Consumers Perception and Preference towards
Smartphone.
Web Sadie links
 https://www.inspirajournals.com/uploads/Issues/1895492360.pdf
68
A STUDY ON MARKETING STRATEGY OF ONE PLUS ITS EFFECTS ON
CONSUMERS OF COIMBATORE REGION
1. Name:
2. Gender: a) Male b) Female

3. Age:
a) Below 15-20 years b)21-30 years c) 31-40years d) 41 above
b) Educational Qualification:
a) SSLC b) HSC c) Degree d) Diploma e) PG f) Others
c) Monthly income:
a) Less than 10000 b) 110000-20000 c) 2 1000-30000 d) 30000-40000
d) Business experience
a) Less than one year b) 1-5 years c) 5-10 years d) Above 10
e) Family Type:
a) Nuclear b) Joint
8. Place
a) Rural Area b) Urban Area c) Other
1. According to you can One plus become the next future brand
a) Highly Satisfied b) Satisfied c) Neutral d) Dissatisfied e) Highly dissatisfied
2. Are you a user of one plus product
3. Are you happy with the after sales services of One plus
4. As a youngest, what do you like the most about the One plus products
a) product features b) price c) Picturization d) Sales e) other
5. Do you find One plus advertisement to be effective
69
6. Do you think a One plus merchandises are effective in marketing
7. Do you think the One plus community is an effective platform for solving problem
8. Do you think there are enough service center across the country
9. Have you ever experienced One plus products in showrooms
10. Have you seen One plus advertisement
11. How did you know about One plus products
a) Friends b) Family c) Own d) Social media e) Other
12. How do you like the marketing of One plus
a) Effective b) Easy c) Satisfactory d) Impressive e) Other
13. What attracts you the most about One plus
14. What do you like the most about the after sales services
a) complaint b) quick follow c) patient d) Price e) other
15. What makes you recall One plus
a) Logo b) Model c) Presentation d) Prices e) Other
16. Which advertisement feature influenced you the most
a) Concept b) Camera c) logo d) RAM e) Storage
17. Approachable and responsiveness of the One plus consumers .
70
18. Are you satisfied with the way the products are organized in the store
19.Are you happy with the value you get for your money
0. Are you satisfied with One plus customer service
71

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A Project Report on

A STUDY ON MARKETING STRATEGY OF ONE PLUS MOBILE PHONE AND ITS

Submitted in partial fulfillment of the requirements

for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION WITH COMPUTER

Under the Guidance of

Department of Management Studies,

AJK College of Arts and Science

Navakkarai, Coimbatore – 641 106

the award of degree of BACHELOR OF BUSINESS ADMINISTRATION WITH COMPUTER APPLICATIONS is

supervision of Dr.Umamaheswari S , Head of the Department, Management Studies.

Signature of the Guide Signature of the HOD

Signature of the Principal

Project viva –voce held on __________

Signature of the Internal Examiner Signature of the External Examiner

COMPUTER APPLICATIONS in BHARATHIAR UNIVERSITY is a record of my own work carried out by me

Place: (Signature of the Student)

Dr. S. Mohanavel, for their continuous moral support.

I take this opportunity to extend our sincere gratitude to my Guide Dr. S.

guidance, help and co-operation during the prescribed course of project.

CHAPTER CONTENTS PAGE.NO

3.1 Objectives of the study 25

CHAPTER 4 DATA ANALYSIS AND INTERPRETATION 31

1. Distribution of the respondents on the basis of gender 32

2. Distribution of the respondents on the basis of age 33

3. Distribution of the respondents on the basis of educational qualification 34

4. Distribution of the respondents on the basis of income 35

5. Distribution of the respondents on the basis of business experience 36

6. Distribution of the respondents on the basis of family type 37

7. Distribution of the respondents on the basis of place 38

9. Consumers opinion about are you a user of one plus product 40

1. Distribution of the respondents on the basis of gender 32

2. Distribution of the respondents on the basis of age 33

3. Distribution of the respondents on the basis of educational qualification 34

4. Distribution of the respondents on the basis of income 35

5. Distribution of the respondents on the basis of business experience 36

6. Distribution of the respondents on the basis of family type 37

7. Distribution of the respondents on the basis of place 38

9. Consumers opinion about are you a user of one plus product 40

customers satisfaction level of One plus mobile.

strategy from industry experts.

in and motivate prospective customers to take action and purchase goods.

Ultimately, it strives to promote a brand and maximize a company’s profits.

this guide defines the concept.

and their methods for influencing profitable customer action

1. Understanding who buys your products and services.

2. Understanding how you’ll motivate them to take profitable action.

3. Understanding your competitors who are trying to do the same thing.

3. Promotion: Actual marketing of products and services through content, relationships, and

experiences with the goal of influencing profitable customer action.

Marketing Strategy Definition from Philip Kotler

one of the co-authors of the discipline-defining textbook, Marketing Management, defines marketing

product management, brand management, and customer management.

Marketing Strategy Definition from Omer Farkash

understanding the needs and wants of customers.

Marketing Strategy Definition from Adam Barone

Marketing Strategy Definition from Noah Kagan

1.1.3 IMPORTANCE OF MARKETING STRATEGY

product development profitable.

decisions that can optimize product positioning.

1. Align your team behind a set of objectives

2. Assist you in connecting your efforts to your company’s goals

5. Empower your team to prove its value to the organization