Assignment on Marketing Management-I

Multi Brand Marketing Strategy of

BBK Electronics

Name:-Souvik Ghosh
Course:-PGPM-IB+MBA
Semester:-1
Section:-C
Enrollment No.-31608051
Batch:-2022-2024
Submitted to:- Dr. Mahendra Pratap Singh
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Introduction

Company Name- BBK Electronics Corporation Ltd.

Native Name- 广东步步高电子工业有限公司
Founder- Duan Yongping
Founded- 18th September 1995
Products- Smartphones, Power Banks, Smart TVs,
Hi-Fi, Home Theatre, Audio-visuals
Brands- Oppo(Sub-Brand Realme & OnePlus)
Vivo(Sub-Brand iQOO)
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History of BBK Electronics
• If we start from the origin of this company, then BBK is a Chinese company that
used to make stuff related to music.
• Initially, they started with educational platforms, but it didn’t work out. Hence, it
had to shut down.
• Oppo revived itself and started in the music industry with a full swing. They made
all the products related to the music industry such as DVDs, headphones,
speakers, etc.
• Everything was going fine when suddenly BBK Electronics faced massive legal
cases for piracy charges. It almost went bankrupt.
• That is when BBK Electronics decided to split all its businesses into multiple
segments.
• So that if one of the child companies bankrupts or faces any legal actions, BBK will
remain unaffected.
• That is where Oppo and Vivo took birth.
• Even if you look at the tagline now, Oppo calls itself as ‘Oppo Camera’ and Vivo
calls itself as ‘Vivo Camera and Music’.
• That is where Vivo got its music expertise label because BBK was damn good at
music production. 3
How BBK Electronics’ effective Multi Brand
Marketing Strategy led to its success
Product Market Mix:-
• What better time to enter into the smartphone market when its middle class and rural internet penetration
both are upward ticking?
→A

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 SMARTPHONE MARKET SHARE Smartphone Market
Q2 2022
Share of India(Q2 2022)
OTHERS MI

19% 19% 17%

MI Samsung Vivo
OPPO
16% 11% 18%
SAMSUNG Realme Oppo Others

REALME
*BBK Electronics(Vivo,Oppo,OnePlus…),holding
VIVO
Over 44% of the Indian Smartphone Market

*Data collected from- www.counterpointresearch.com 5

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 20XX 20XX 20XX

TABLE Category 50,000 400,000 1,600,000

SLIDE Category

Category
500,000

75
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80
16,000,000

90

Category 5,625,000 48,000,000 216,000,000

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congue massa. Fusce
posuere, magna sed Category 562,500 2,400,000 10,800,000
pulvinar ultricies Category 281,250 2,400,000 4,320,000

Category 7,593,750 52,800,000 187,920,000

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THANK YOU!

August Bergqvist
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