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By
MANJUSHA
ROLLNO-2015MBA003
A PROJECT REPORT
Submitted to the
DEPARTMENT OF IMBA
In partial fulfilment for the award of the degree
Of
ACKNOWLEDGEMENT
The success and the final outcome of this project required a lot of guidance and assistance
from many people. I extend my gratitude to all extend my gratitude to all the employees of
OPPO Mobiles Odisha Pvt Ltd who have guided me throughout the project.
I would be grateful to M/s Smaranika Rath, HR of OPPO Odisha for allowing me to work
in OPPO. My special gratitude and gratefulness is dedicated to my external guide Mr
Anand Nayak, ASM of OPPO for guiding me throughout the project on the topic “A
STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN
BHUBANESWAR MARKET”.I would like to thank Mr Kajal, RM of OPPO who
despite of his busy schedule have lightened me on the way the company works along with
his experience in the company.
I would like to credit a major portion of my work to the valuable time by all the retailers,
customers, promoters and my family who have invested their valuable time in making this
survey a successful one.
Finally i would like to thank all my colleagues for their warm and sincere effort of any
magnitude in helping in completing the case analysis.
DECLARATION
Utmost care has been taken to make this report error free. However this report consists of
certain limitations due to small sample and perception of the respondents. I sincerely
apologise for the same.
MANJUSHA
ROLLNO-2015MBA003
BJB (A) COLLEGE,BBSR
BONAFIDE CERTIFICATE
EXECUTIVE SUMMARY
A business is to present scenario strives hard to sustain because of the competitive
environment. Every business does promotion for branding of their product and making the
customer s aware of the availability of the product.
CONTENT
1. INTRODUCTION 7-18
1.1 What is Smartphone?
1.2 What is Promotion?
1.3 Types of Promotion strategies with examples
INTRODUCTION
INTRODUCTION
ABOUT SMARTPHONE:-
A Smartphone is a cellular telephone with an integrated computer and other features not
originally associated with telephones, such an operating system, web browsing and the
ability to run software applications. The Smartphone was IBMs Simon, which was
presented as a concept device (rather than consumer device) at 1992 Comdex computer
industry trade show.
The number of Smartphone users worldwide is projected to amount to nearly 2.7 billion by
2019.It is expected that by 2017, almost a third of the total global population will use a
Smartphone. Due to China’s rapid growth, the country has become a distant leader in the
Smartphone market, leaving U.S., which previously held the top position, far behind.
Smartphone users in China is the most populous country in the world for 2019,the number of
Smartphone users in China is estimated to amount to nearly 675 million.
India the second most populous country in the world is projected to pass the United States
in number of Smartphone users in 2017. Around 223 million people in the US will use
Smartphone by 2017, compared to 340 million in India. Despite this increase in volume,
the US still has a higher Smartphone penetration rate than India. The Smartphone
penetration rate in India is forecast to reach more than 28% by 2018, a penetration rate that
the US already reached in 2011.By 2017, the Smartphone penetration rate that the US
already reached in 2011.Samsung is the leading Smartphone vendor in India, followed by
Xiaomi and Lenovo.
ABOUT PROMOTION
Promotion is one of the key factors in the marketing mix and has a key role in the market
success. Promotion is used to ensure that consumers are aware of the products that the
organisation is offering
Relationship Marketing
Many companies focus on building relationships with their customers instead of always
exclusive trying to sell them something (transactional marketing). Customers who love
your brand more will also spend more money with your brand. Many traditional retailers
have found this to be true. Walgreens has seen that customers who buy from all of their
purchasing channels (store, web, mobile, etc) buy up to six times more than the average
customer that only buys in their store.
Transactional Marketing
Driving sales can be challenging, especially for retailers that have to consistently sell
products in high volume to consumers. In order to stay with the demands of investors,
retailers have to encourage consumers to buy using coupons, discounts, liquidations, and
sales events. High volume big-box retailers like Target are constantly running promotional
events in order to get interested consumers into their stores.
Scarcity Marketing
In some markets it’s important to control how much product is available at one time. In
many cases this is done because of the difficulty of acquiring raw materials or higher
quality of the product. A company may choose to make their products accessible to only a
few customers. Rolls-Royce’s release of their Chinese edition car called Phantom sold
quickly. While the cost of the car was higher than most cars the scarcity drove the desire
and the price.
Word of mouth marketing is the passing of information from person to person by oral
communication. Customers are very excited to share with the world the brands they love.
Many consumers find meaning in sharing stories of their favorite products and services.
Word of Mouth is one of the ancient ways people learned about what to purchase. Modern
marketers have learned how to create authentic word of mouth for their companies and the
products they represent.
CTA Marketing refers to methods of converting web traffic into leads or sales on websites
using text, graphics, or other elements of web design. Conversion strategies help improve
the percentage of online visitors who become customers or who join the mailing list.
Viral Marketing
Cult Brand marketers are constantly creating new business ideas that keep their products in
the heart and minds of the global consumer. Each time a new product is created, customers
have to be given a reason to dream about their future purchase. Sometimes marketers
of Cult Brands hit on something so great that people can’t help but share with others.
Getting your customers talking about your products and services is very important to
growing awareness for your business.
Diversity Marketing
Undercover Marketing
Sometimes not telling everyone everything can become a great source of buzz. Think of a
movie trailer that got you very excited to go see the movie. While not showing all the
aspects of the movie, the advertiser can create enough intrigue to drive viewers to want to
see more.
Mass Marketing
Major corporations need to drive large numbers of purchasing of their products in order to
survive and grow. While mass marketing may seem like a shotgun approach to marketing
this is far from the truth. Big businesses spend big money in understanding big data-thats a
lot of bigs!) This gives them an insight to where to place media for their potential national
customers who buy their products and services. Walmart is an example of an effective
mass market retailer. As the number one retailer in the world, they are very smart about
their mass marketing efforts, often giving their customers a feeling of locality and warmth.
Seasonal Marketing
Seasonal events offers a great way to meet new consumers. Sometimes these events can be
actual changes of weather or national holidays. For a retailer like Hallmark, Valentine’s
Day represents a large portion of their business. By tuning into the various seasons that are
important to your customers you can become more relevant in their lives.
One of the most important marketing strategies is public relations. Many effective
marketers work with the media to bring awareness to their products and the benefits their
products offer. Also, in many cases where things go wrong, a good PR marketing strategy
is vital. When Apple’s founder Steve Jobs was alive, Apple held a major press
conference to announce every new product. This tradition is now continued by their new
Apple CEO and CMO.
Online Marketing
As commerce has propagated to the Internet, a new form of marketing has emerged. From
online banners to those annoying pop ups, online marketers have attempted to get their
customers attention any way they can. Most online strategic marketing efforts today are a
mix of growth hacking strategies ( A/B testing taken to the max) and a variety of
awareness tactics that drive attention. A very effective online marketer is the insurance
company Geico who simply asks their users to enter their zip code for an instant quote on a
better savings.
Email Marketing
As soon as customers migrated into the online world, Internet marketers have attempted to
collect and organize emails for potential prospects. Many business-to-business marketers
depend on email marketing as a primary way to connect with customers. At industry
tradeshows, IBM consultants can often be seen exchanging email information with their
prospects.
Evangelism Marketing
Develop raving fan customers (what we call Brand Lovers) who become advocates of your
brand or product, and who represent the brand as if it was part of their own identity.
Event Marketing
Creating events is a great way to drive sales. Customers often need a reason to shop and
events can often offer the perfect reason. Macy’s Thanksgiving Day Parade has become
part of American culture by connecting two events together that consumers love:
Thanksgiving and shopping.
Offline Marketing
With mass adoption of the Internet, many companies are finding new ways of integrating
offline marketing with new technologies to create more engaging customer experiences.
The Coca-Cola company has create vending machines that invite customers to hug them.
This continues to tie the Coca-Cola brand to the core emotion of happiness, but also invite
customers to experience the real product offline.
Outbound Marketing
Sometimes it’s important for companies to let their potential customers know they exist.
By developing a list of prospects a company can begin to reach out to their individual
target groups in order to find new customers. When Microsoft was selling their accounting
software they often used outbound marketing to identify potential targets before trying to
call the companies for an in-person meeting.
Inbound Marketing
Companies often have customers calling them for various reasons. This can present a great
opportunity to sell customers additional products and services they currently don’t have.
When business customers call to check their balances, the business bank Chase often takes
the opportunity to ask if they are interest in a credit line, a 401 k plan, or a variety of other
services the bank offers.
Freebie Marketing
Promote free give aways or sell your products and services sold at low rates to boost the sales
of other related products or services.
Newsletter Marketing
A fun way to promote a business is to write a newsletter that highlights some of the
newsworthy things that have happened for the organization. The Motley Fool have been
sharing their investment insights with their community for many years. These newsletters
create a sense of inclusion and participation with their members and has provided a key
driver for their incredible growth.
Article Marketing
In industries where expertise is highly valued, articles can offer a powerful tool to
showcase your knowledge and expertise. Some innovations are shared in the form of
articles or white papers where technical information needs to be convey to specialized
buyers. Amazon.com has dedicated part of their site for white papers on technical know -
how on cloud computing. This is a very sophisticated form of marketing for specialized
buyers.
Content Marketing
Write and publish content to educate potential customers about your products and services.
For the appropriate businesses, this can be an effective means of influencing them without
using direct selling methods.
Tradeshow Marketing
Many products have to be experienced to be bought. There are very few customers that
will buy a new automobile without doing a great deal of research and test-driving the car
first. Tradeshows are industry gatherings where customers are invited to come sample all
that the industry has to offer. To introduce their new lines of products, Ford Motor
Company spends a great deal of time setting up and operating their booth at the
international consumer auto shows each year. These auto trade shows give reporters and
consumers a chance to experience cars first hand.
Search Marketing
These days, when consumers have questions they often don’t ask their friends; they go
straight for Google. In fact, Google is so good at answering our questions that millions of
people daily search for their answers on this leading Internet search site. One does not have
to look far to see the power of search marketing. Google has shaped the industry for many
years now and has helped hundred of retailers grow their businesses. While many
businesses used to advertise in their local yellow pages, as less and less consumer consult
their local physical directory, this channel becomes increasingly less effective each year.
Direct Marketing
Advertise and promote your products and services to customers using a range of digital
devices including computers, smartphones, and tablets. Internet Marketing is an essential
practice in Digital Marketing. Once a target market has been clearly identified, it is
possible to work in conjunction with the USPS or a professional mail carrier that knows
where your customers live. Direct marketing can be an effective way to reach consumers
right where they live at home. While there is often a negative side to this approach
(consumers don’t want to be bothered with a flurry of mail), many smart companies
execute direct marketing well. Catalog retailer L.L. Bean, for example, created direct
marketing programs that their customers looks forward to receiving.
Niche Marketing
Finding a niche and filling it could be described as the secret recipe for growth in over-
crowded marketplaces. Take the shoe business, for example. There is a great demand for
shoes in the world and so many top companies have evolved to satisfy most of the
immediate shoe needs in the marketplace. The shoe space might seem crowded, but shoe
manufacturing company Vans noticed an underserved customer: the skater. By focusing on
this niche market Vans has developed a thriving business.
Drip Marketing
Community Marketing
Engage an audience of existing customers in an active dialogue, speaking to the needs and
wants of this particular customer group. Instead of focusing on generating the next
transaction, community marketing promotes greater loyalty and higher levels of
engagement within an existing brand community. Learn how to build brand communities
here. Community marketing can also lead to word of mouth marketing.
Social media sites like Facebook and Twitter offer a unique opportunity for savvy
businesses willing to invest in customer engagement. Social media marketing is still in its
infancy but is growing up rather quickly. Companies like Southwest Airlines have
departments of over 30 people whose primary responsibility is to actively engage with
customers on social media.
Cross-Media Marketing
Provide customers information through multiple channels like email, physical mail,
websites, and print and online advertisements to cross promote your products and services.
B2B Marketing
Promotional Marketing
Contests: We all enjoy winning something for free. Contests offer an attractive marketing
vehicle for small business to acquire new clients and create awareness.
Coupons: According to CMS, a leading coupon processing agent, marketers issued 302
billion coupons in 2007, a 6% increase over the previous year. Over 76% of the population
use coupons, according to the Promotion Marketing Association (PMA) Coupon Council.
Coupons still work and provide an affordable marketing strategy for small business.
Sampling: Try before you buy. Giving away product might appear profit-limiting, but
consider how giving your customers a small taste can lead to a big purchase. Retail genius
Publix supermarkets share samples of their award-winning key lime pie not because people
question the goodness of the pie but to get their customers to buy more.
Ambush Marketing
Advertiser use this marketing strategy to associate with specific events and brands without
paying sponsorship fees. This allows the business to capitalize on these events or leverage
the brand equity of the other business, which has the potential effect of loweringthe value
of the original event.
B2C Marketing
Cloud Marketing
In this new form of marketing, all marketing resources and assets are brought online so
customers (or affiliates) can develop, modify, use, and share them.
Mobile Marketing
Marketing on or with a mobile device, such as a smart phone. Mobile marketing can
provide customers with time and location sensitive, personalized information that promotes
goods, services, and ideas.
Alliance Marketing
A joint venture is formed between two or more businesses to pool resources in an effort to
promote and sell products and services.
Reverse Marketing
In reverse marketing, the idea is to get the customer to seek out the business rather than
marketers seeking the customer. Usually, this is done through traditional means of
advertising, such as television advertisements, print magazine advertisements, and online
media. While traditional marketing mainly deals with the seller finding the right set of
customers and targeting them, reverse marketing focuses on the customer approaching
potential sellers who may be able to offer the desired product.
Telemarketing
I know what you are thinking, you hate telemarketers. You are not alone in your feelings.
However, telemarketing can play an important part of selling your products to consumers
and it must not be overlooked as many companies rely on it to connect with customers.
Telemarketing (sometimes known as inside sales, or telesales in the UK and Ireland) is a
method of direct marketing in which a salesperson solicits prospective customers to bu y
products or services, either over the phone or through a subsequent face to face or Web
conferencing appointment scheduled during the call. Telemarketing can also include
recorded sales pitches programmed to be played over the phone via automatic dialing.
Telemarketing has come under fire in recent years, being viewed as an annoyance by
many.
Unlike Freebie Marketing, this is not dependent on complementary marketing, but rather
consists of giving away a free sample of the product to influence the consumer to make the
purchase.
Marketing messages are addressed directly to the customer(s). Direct marketing relies on
being able to address the members of a target market. Addressability comes in a variety of
forms including email addresses, mobile phone numbers, Web browser cookies, fax
numbers, and postal addresses.
Direct marketing seeks to drive a specific “call to action.” For example, an advertisement
may ask the prospect to call a free phone number or click on a link to a website.
Direct marketing is practiced by businesses of all sizes—from the smallest start-up to the
leaders in the Fortune 500. A well-executed direct advertising campaign can prove a
positive return on investment by showing how many potential customers responded to a
clear call-to-action. General advertising eschews calls-for-action in favor of messages that
try to build prospects’ emotional awareness or engagement with a brand. Even well-
designed general advertisements rarely can prove their impact on the organization’s bottom
line.
Database Marketing
There are two main types of marketing databases: (1) consumer databases and (2) business
databases. Consumer databases are primarily geared towards companies that sell to
consumers, often abbreviated as [business-to-consumer] (B2C) or BtoC. Business
marketing databases are often much more advanced in the information that they can
provide. This is mainly because business databases aren’t restricted by the same privacy
laws as consumer databases.
Personalized Marketing
Affinity Marketing
Create strategic partnerships that are mutually beneficial by forming alliances with
complementary brands. Also known as partnership marketing, with this strategy, one
brands generates sales while the other creates new customers and builds brand awareness.
Cultural Marketing
The proposition of cult marketing holds reign upon the notion that a way to convert—
ahem, excite … OK, convert—consumers is by using timeless human behavioral drives
found in religious cults. Heck, fellow acolytes, nothing is more permission-, buzz- and
one-to-one-based than “a central ideology with a parallel social universe rich with
customs.” Cult marketing is a bright spot in the list of newfangled marketing templates,
one that applies timeless social-science principles in a powerful way. To the list of
newfangled marketing buzzwords, let’s add the term cult.
Humanistic Marketing
Human needs are “a state of felt deprivation.” They distinguish between physical needs
(food, shelter, safety, clothing), social needs (belonging and affection), and individual
needs (knowledge, self-expression). Needs are a relatively narrow set of non-cultural states
of felt deprivation.
Guerrilla Marketing
Grass root, untraditional, and low-budget methods that found involve creativity, big
crowds of people, and the element of surprise to market or promote a product, service,
brand, event, or new launch.
Brand Lover Marketing is a marketing concept that is intended to replace the idea of
traditional brand marketing. Brands are running out of juice and Brand Lovers are what is
needed to rescue brands. But what builds loyalty that goes beyond reason? What makes a
truly great brand stand out? Brand Lovers bring brands to life. For a brand to elevate itself
into the “Cult Brand” category, it has to give customers a feeling of belonging while
generating strong feelings of love for its customers. Creating loyalty beyond reason
requires emotional connections that generate the highest levels of love and a sense of
belonging for your brand.
OBJECTIVES OF
THE STUDY
2. To study whether the adopted methods in Bhubaneswar market were noticed or not.
4. To deeply study the intensity of the competition of all the Smart phones in the
Bhubaneswar market.
SCOPE OF STUDY:
2. The study will help to know the company to analyse the customers
and retailers’ perception.
3. The study will also help the company to know about its market shares
present in Bhubaneswar market.
5. It may reveal the services and strategies which have to be renovated to meet
the customers as well as retailers preference levels.
4. The study states what other efforts could be induced in firm to increase its
profitability.
5. The study states what more techniques and methods could be introduced in
market which could attract more number of customers
INDUSTRY
OVERVIEW
A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR
MARKET
24 | P a g e
COMPANY PROFILE:-
Origin-Chinese
Registered on-2004
The listing also claims that BBK has two branches and one subsidiary under its name,
where it does business in research, production and sale of educational electronics product such
as learning machines, language repeaters, electronics dictionary, reading machines,
etc. They also manufactured landline and cordless phones at that time. It has Blu-ray Disc
players, headphones and headphone amplifiers that comes under the OPPO digital division.
While when it comes to smartphones, it has three brands OPPO, Vivo and OnePlus that
serves as phones manufacturer.
OPPO
BIRTH
First brand that came into existence was the OPPO Electronics, its major product line
includes more than just Smartphone, it manufactures Blu-ray players and Universal DVD
player as well. OPPO is the leading 4G Smartphone manufactured in China, with a market
share of 15.2% . The company was founded in 2004 and TONY CHEN who is the current
CEO of the company is listed as the corporation, which is actually a subsidiary of the BBK
Electronics. Company entered the mobile phone market in the year of 2008 and just within
five year it was reportedly the second most profitable company in China in 2013 among
the players like ZTE, Huawei, Lenovo and Xiaomi. It opened up many stores across small
towns, cities, and even villages in China to tap the markets with little or no internet access.
The amazing management of all of these retail stores made their fame. It was awarded as
leader and thereby OPPO emphasizes on being the selfie expert and leader.
Oppo Digital an independently operating division of OPPO Electronics was setup in the
United States in California, which is known for offering Up-Converting DVD and Blu-ray
Disc players. The first product that they sold was OPPO OPDV971H, which was a
Universal DVD player.
The brand started its international expansion in 2010 starting with Thailand, where the
brand first announce Find 3 and then later showcased the Find 5, which was followed by
the Find 7. In parallel, company expanded its presence in countries like Philippines,
Myanmar, Vietnam, Indonesia, Malaysia, India, Bangladesh, Pakistan and many more
regions. Company operates locally in these regions catering the needs according to the
audience.
OPPO has targeted its customers by featuring glamorous Bollywood stars like Hritik
Roshan, Sonam Kapoor, Siddarth Malhotra and Deepika Padukone in its advertisement.
MISSION
VISION
BENFEN
We should set aside external pressures, resist the temptation to abandon our values
in pursuit of a quick profit, keep a calm and mature manner, return to the problem
and grasp the reasonable direction.
BENFEN requires us to examine our own actions for the faults instead of seeking
faults with others.
BENFEN regularizes the attitude toward working with others, I will not profit at
the expense of others.
SWOT ANALYSIS
STRENGTH:-
WEAKNESS:-
Competition
User Interface
Poor Battery life
Strict policy
High price
OPPORTUNITIES
Brand association (associate with the events to market at wider and different
segments of customer that will help to enhance the customer base.
Flagship products
Can create more customers by reducing price with qualitative features.
THREATS
Competition
Low barriers to entry:-
The profitability of the mobile phone market attracts new players in the market
which eats away the market shares further from the cell phone manufacturers.
Reduction of sales due to strict policy.
1. PRODUCT MIX -
Leading global names in mobile phone industry.
Deals in designing, manufacturing and marketing of Smart phones.
Earlier only focused on Mp3 players
In 2008, it diversified its product portfolio and stepped in a segment of Smart
phones.
Better to create new and better opportunities for it by including Blu-ray players,
Smart phones.
PRODUCTS OF OPPO
MOBILES ARE-
OPPO A37
OPPO NEO 74G
OPPO N1 16GB
OPPO R2001
YOYO
OPPO R1 R829T
OPPO N1 Mini
OPPO R5
OPPO Neo 3
OPPO R7 Lite
Blu-Ray Players
BDP-83
BDP-95
BDP-103
BDP-105
PM-1
PM-2
HA-1
HA-2
HA-2SE
2. PLACE MIX:-
OPPO has a full control over its widespread and strong supply chain that
includes distribution of products from its manufacturing plants to customers
via online stores, mobile stores, supermarkets, hypermarkets and malls.
3. PRICE MIX:-
Smart technology
Meticulous designs
Pricing policies ( mid-premium pricing policy)
Impress youth who look out for trend setters.
Targeted high end market for its Smart phones.
Assured customers of value based pricing and created a niche market for
itself.
4. PROMOTION MIX:-
REVIEW OF
LITERATURE
Promotion
Promotion is a specific way you plan to use advertisement to work to your advantage to
sell books / products . This is where various media, outlets, promotional materials,
marketing products and networking truly come into play. Don’t limit yourself to one type
of promotion; consider many different ones always keeping your target audience in mind.
Promotion
Sales promotion means any activity that is utilized by the producer to give confidence to the
trade( retailer, wholesaler , or network associates) as well as make customers to purchase
a brand and boost up the sales force to assertively sell it. The term sales promotion
refers to several types of selling incentives and methods concave to yield immediate sales
effects( Totten & Block, 1994)
Author:-M Familmelaeki
Code:-ISSN: 2162-6359
Sales promotion
Defining the term sales promotion is rather difficult for the presence of multiple relating
techniques and tactics and that sales promotion is a tool to achieve company’s marketing
communication objectives and an essential element in planning marketing. Sales
promotion is a short term strategy to derive demand and also especial marketing offer
which provides more profit than what consumers receive from the sale position of a
product and also has sharper influence on sales.
A sales promotion consists of techniques that are aimed at increasing sales in the short run,
meaning that they are mostly used for a short period of time. It offers control, and the costs
can be much lower that of advertising .The main characteristics of sales promotions are
that they offer better value for money and they try to cause responses immediately. This
tool has the ability to attract and keep loyal customers and is an excellent what to persuade
trade with members of a channel. Sales promotion has a strong ability to add value and to
bring forward future sales. For sales promotional tools are used primarily for motivating
staff or supporting team in their selling roles. Brassington and Pettit provide a revised
definition for sales promotions. “ ..... a range of marketing techniques designed within a
strategic marketing framework to add extra value to a product or service over and above
the “normal” offering in order to achieve specific sales and marketing objectives. This
extra value maybe a short term tactical nature or it may be part of a longer term franchise
building program”.
OPPO earlier used to follow the triple zero policy (that is 0% interest, 0% down payment
and 0% processing fee). But it has now revised its finance scheme into Single zero policy
wherein a customer would be charged with some processing fee and 35% down payment
with 0% interest.
Information obtained from the promotion states that OPPO is the only one company
which has a star policy.
BTL ACTIVITIES
A BTL activity stands for below the line activities. It consists of road shows, selfie
contest, normal activities, leaflet distribution. OPPO had 40 OPPO Promotion
Representatives in 2016 which now has reduced to 8 members due to Dhoklam issue.
CELEBRITY ENDORSEMENT
Actor Hritik Roshan and Actress Sonam Kapoor used to feature in advertisements
of OPPO in 2016.
In present scenario, Deepika Padukone and Siddarth Malhotra are featuring in
advertisements by OPPO. Deepika Padukone is chosen as the brand ambassador of
OPPO.
SOCIAL MEDIA-
OPPO promotes its brand and models by advertising in social
media like facebook, gaana.com, twitter, you tube, etc.
VISUAL MERCHANDISING
display.
It uses BCCI Cut out.
It uses cube box, light prop medium, one way vision etc.
It has a counter prop standard with 5 Dummy display, 6 Dummy display, 7
Dummy display
It consists of cut out Standee Display which is kept outside the shop. (optional)
It consists of big light prop display on the entrance of chain (Store on showroom).
Each shop displays 3 Poster on Door Glass of Shop.
Oct-Nov, 2017- Reliance Jio offers OPPO 100GB free data on OPPO smart
phones.
According to the offer, Jio users who buy OPPO devices and recharge with Rs300
or above will receive up to 100GB of additional 4G data speed over 10 recharges
wherein each recharge will get the user an additional 10GB free data. The offer is
introduced in the market to celebrate the release of OPPO’s new Smart phone
OPPO F5, which was recently launched in 2 colour variants Gold and Black. The
new phone came with a price tag of Rs 19990 both across online and offline
platforms.
People using OPPO F5, F3, F3+ and F1+ models of the smart phone can avail the
benefit of 10GB free 4G data per recharge which was valid for 10 recharges that
will offer a cumulative 100GB free data.
For OPPO F1s, A33F, A37F, A37FW, A57 and A71 model phone users, Jio is
offering 10GB of free 4G data for six recharges. Provided the customer should
recharge his/her Jio sim with an amount of Rs309 or higher to avail this benefit.
April, 2018- OPPO launched F7 in Bhubaneswar on 2nd and 3rd of April, 2018.
It conducted flash sales throughout the country.
April, 2018- OPPO conducted a bike ride road show in order to promote their
newly launched Smartphone OPPO F7.
RESEARCH METHODOLOGY
METHOD OF RESEARCH
This research is done to find out the effectiveness of the promotional strategies adopted by
OPPO in Bhubaneswar market. The method used in this survey is the interview method and
questionnaire method wherein the customers, employees and the retailers where
interviewed and handed over the questionnaires.
TYPES OF RESEARCH
It is a descriptive research conducted to find out the effectiveness of the promotional
strategies by OPPO in Bhubaneswar and a comparative study of the Smartphone in the
market.
DATA TYPE
1. Qualitative data-
Data cant be measured numerically
It is focused to find out the preferences of the mobiles and consumers
perception of a particular smartphone, OPPO being the primary focus.
It was obtained by interviewing the respondents
2. Quantitative data-
Data can be measured numerically
It is focused to find out the success of the promotional strategies in the market
by taking a particular test.
The information necessary for this research study was collected by primary sources like
questionnaires and personal interaction and secondary sources such as through internet ,
company journals, magazines, social media, websites , blogs and many more.
SOURCES OF DATA-
1. PRIMARY SOURCE-
The information was collected from the personal interaction and questionnaires
with the customers and retailers as well as the employees.
2. SECONDARY SOURCE-
The information was collected through the information from the internet and
company sources as well as social media and print media.
SAMPLING PLAN
Present study is empirical in nature .It is based on the Primary Data collected through the
field of survey. The research was carried out by conducting a primary and effective survey
with the customers coming to booths and the retailers selling in Bhubaneswar market
within the areas of BJB NAGAR, SAHID NAGAR, ID MARKET, JAGAMARA,
DELTA SQUARE, DAMANA, PATIA, KHANDAGIRI, and POKHARIPUT.
Using a structured questionnaire closed ended data collection was done by interviewing
face to face to customers and retailers. The questionnaires was based on the relevant
questions, scales of viewpoints (such as brand awareness, , finding out the major
competitors, strengths, weaknesses, opportunities and threat).
SAMPLING FRAME
SAMPLE UNIT
SAMPLE SIZE
A sample size of 70 customers and 20 retailers has been taken for this survey.
SAMPLING METHOD
The measurement, analysis and evaluation of the data were done through the use of Ms
Excel and Google forms.
HYPOTHESIS
NULL HPOTHSEIS-
ALTERNATIVE HYPOTHESIS
DATA ANALYSIS,
RESULTS AND
INTERPRETATION
GENDER
MALE 31 44.3%
FEMALE 39 55.7%
TOTAL 70 100%
INFERENCE:-
The research contains the responses from 55.7% female which is greater than male
respondents who accounts to 44.3%.
CATEGORY
SALARIED 12 17.1%
BUSINESS 3 4.3%
SELF-EMPLOYED 3 4.3%
PROFESSIONAL
STUDENT 49 70%
HOUSEWIFE 3 4.3%
TOTAL 70 100%
INFERENCE:-
The research contains more students that accounts to 70% followed by salaried individuals and
then business, self employed professionals and housewives.
YES 70 100%
NO 0 0%
TOTAL 70 100%
INFERENCE: -
From the above chart, we conclude that 100% customers of the sample use Smartphone.
YES 70 100%
NO 0 0%
TOTAL 70 100%
INFERENCE:-
From the above chart, we conclude that 100% customers of the sample are aware of the
brand OPPO.
ADVERTISEMENT 60 85.7%
NEWSPAPER 17 24.3%
BILLBOARDS OR 19 27.1%
RETAILERS
INFERENCE:-
From the above chart, OPPO’s 85.7% watched advertisement from where they have heard of
OPPO followed by 30% of respondents who got aware by social media and 27.1%
through billboards and retailers.
DURABLE 3 4.3%
EXCELLENT 8 11.4%
FEATURES
INFERENCE: -
70% of customers know OPPO as a mobile with excellent camera quality
OPTION RESPONSES
STRONGLY AGREED 9
AGREED 21
CANT SAY 30
DISAGREED 9
STRONGLY DISAGREED 1
TOTAL 70
INFERENCE:-
From the above graph, we infer that 30 respondents think that the name OPPO itself may not be
enough for a purchase.
6) In which way does OPPO stand out when compared to other smart phones?
PRICE 14 20%
TOTAL 79 100%
INFERENCE:-
From the above chart we conclude that 74.3% respondents consider that OPPO stands out
from other brands by strong promotions.
VIVO 25 35.7%
SAMSUNG 24 34.3%
XIAOMI 18 25.7%
LENOVO 3 4.3%
NOKIA 5 7.1%
APLLE 16 22.9%
MOTO 1 1.4%
TOTAL 92 100%
INFERENCE:-
From the above chart we conclude that 35.7% respondents think that Vivo does better
brand promotion than OPPO. Whereas 34.3% respondents think that Samsung does better
brand promotion than OPPO.
INFERENCE:-
From the above chart, we infer that 84.3% of the respondents feel that OPPO is not falling
short in its promotion. Hence, we can conclude OPPO’s promotion efforts in Bhubaneswar
are successful.
9) Are you aware that OPPO offers gifts along with its models?
INFERENCE:-
From the above chart, we conclude that 74.3% are aware that OPPO offers gifts along with
its models. Whereas 25.7% are not aware of gift models offered by OPPO. This shows that
OPPOs strategy of promoting its models with gifts in Bhubaneswar market was successful.
YES 52 74.3%
NO 18 25.7%
TOTAL 70 100%
INFERENCE:-
From the above pie chart, we interpret that 74.3% respondents believe that gifts can boost
sales. Whereas 25.7%respondents feel that gifts are not important for boosting of sales.
VIVO 5 25%
SAMSUNG 8 40%
MI 5 25%
LENOVO 0 0%
OPPO 10 50%
APPLE 0 0%
NOKIA 1 5%
ALL 2 10%
FLUCTUATES 1 5%
TOTAL 32 100%
INFERENCE:-
From the above graph, we interpret that 50% retailers obtain profit by selling OPPO
mobile phones in their outlet.
PRICE 3 15%
BRAND AWARENESS 1 5%
FEATURES 3 15%
ALL 2 10%
TOTAL 26 100%
INFERENCE:-
From the above graph, we conclude that 45% of retailers deal OPPO because of the
customer demand and 40% retailers deal OPPO because of Dealer Schemes. Hence,
OPPO’s promotional strategies of Dealer schemes were successful in Bhubaneswar market.
MI 12 63.2%
VIVO 1 5.3%
SAMSUNG 5 26.3%
OPPO 1 1.53%
LENOVO 0 0%
TOTAL 19 100%
INFERENCE:-
From the above graph, we interpret that 63.2% is occupied by MI mobile phone. This
means that MI is customers’ first preference than OPPO.
SAMSUNG 10 50%
OPPO 5 25%
LENOVO 0 0%
XIAOMI 3 15%
APPLE 0 0%
TOTAL 20 100%
INFERENCE:-
From the above pie chart, we interpret that 50% of the retailers see highest sales of
Samsung than OPPO.
AFFORDABLE 2 10%
WIDELY AVAILABLE 0 0%
FEATURES 7 35%
TOTAL 27 100%
INFERENCE:-
From the above graph, we can interpret that 40% retailers say that people purchase a brand
because after seeing the after sales service. And 20% retailers say that it is because of strong
promotion that customer buys a product.
5000-9990 5 25%
10000-14990 17 85%
15000-19990 2 10%
20000-24990 0 0%
TOTAL 24 100%
INFERENCE
From the above graph, we interpret that 85% retailers say that the customers prefer a
mobile of price range between 10000 to 14990. OPPO’s revised price consists of
model priced within the range of 10000 to 14990 thereby boosting its sale.
MI 5 25%
VIVO 16 80%
SAMSUNG 3 15%
LENOVO 0 0%
MOTO 1 5%
ALL 1 5%
TOTAL 26 100%
INFERENCE:-
From the above chart, we conclude that Vivo is the closest competitor of OPPO.
8) How does OPPO stand out from other Smartphone in case of its
promotional activities?
ADVERTISEMENTS 12 63.2%
PRICE 6 31.6%
HOARDINGS 5 26.3%
FEATURES 9 47.4%
OTHERS 3 15.9%
TOTAL 39 100%
INFERENCE:-
From the above graph, we conclude that OPPO stands out from other Smart phones by
its advertisement.
MI 5 25%
VIVO 1 5%
SAMSUNG 15 75%
LENOVO 0 0%
OPPO 2 10%
TECHNO 1 5%
NOKIA 1 5%
TOTAL 25 100%
INFERENCE:-
From the above graph, we conclude that customer prefers Samsung when provided
with finance schemes.
10) Does OPPO give any special kind of finance schemes to its customers?
YES 15 73.7%
NO 5 26.3%
TOTAL 20 100%
INFERENCE:-
From the above pie chart, we conclude that OPPO doesn’t give any kind of special
finance schemes.
1 0 0%
2 2 10%
3 3 15%
4 5 25%
5 0 0%
6 2 10%
7 5 25%
8 2 10%
9 1 5%
10 0 0%
TOTAL 20 100%
INFERENCE:-
From the above graph, we conclude that out of 10 25% customers prefer buying
the mobile by cash
1 0 0%
2 1 5%
3 3 15%
4 4 20%
5 1 5%
6 5 25%
7 4 20%
8 2 10%
9 0 0%
10 0 0%
TOTAL 20 100%
INFERENCE:-
From the above graph, we conclude that 25% customers prefer credit while purchasing a
mobile phone.
12) Which finance scheme does OPPO give to its customer or which scheme is more
preferable by the customers?
CAPITAL FIRST 1 5%
HDFC 1 5%
TOTAL 30 100%
INFERENCE:-
From the above graph, we conclude that 80% customers prefer home credit
13) Are you happy with the schemes provided to you by OPPO?
YES 14 70%
NO 6 30%
TOTAL 20 100%
INFERENCE:-
From the above pie chart, we conclude that 70% dealers are happy with the
schemes provided to them.
14) If NO, then which brand offers you with better schemes?
PERCENTAGE
OPTION RESPONSES
37.3%
VIVO 3
62.5%
SAMSUNG 5
0%
MI 0
0%
LENOVO 0
0%
XIAOMI 0
0%
APPLE 0
100%
TOTAL 8
INFERENCE:-
From the above pie chart, we conclude that 62.5 % dealers who responded that
they are not happy with the schemes say that Samsung provides them with better
schemes than OPPO.
15) Does customer purchase OPPO after hearing about the gifts and extra
items along with it?
YES 19 95%
NO 1 5%
TOTAL 20 100%
INFERENCE:-
From the above pie chart, we conclude that 95% retailers say that customers
purchase OPPO after hearing about the gifts offered by the company. This shows
that gifts are good mode of promotion by which OPPO can boost its sale.
VIVO 14 77.8%
SAMSUNG 1 5.6%
MI 1 5.6%
LENOVO 1 5.6%
APPLE 17 100%
INFERENCE:-
From the above pie chart, we conclude that apart from OPPO VIVO offers gifts.
FINDINGS
FINDINGS
From any analysis it is found that 100%of respondents are aware of OPPO.
Maximum people are aware of OPPO because of its advertisement and billboards.
OPPO was successful in dealer schemes in Odisha as may dealers have responded
that they are happy with the scheme.
Vivo and Samsung are the strong competitors of OPPO as observed in Research .
OPPO has strong promotions. Hence, it was proved in the research that its
promotional strategies have been noticed.
SUGGESTIONS,
CONCLUSION &
LIMITATIONS
SUGGESTIONS
OPPO should make the customers aware that they are offering gifts along with their
models.
CONCLUSION:-
OPPO is a renowned Smartphone industry in Bhubaneswar. Although it is a Chinese
company which has suffered a great loss during the Dhoklam issue, it came back with its
strong promotions and boosted its sales. Yet there are people who are people who are loyal
customers who are loyal customers who prefer only OPPO which is a success for the
company. OPPO has gained its brand point of view.
In this training session, I gained new facts on customer feedback of OPPO, Customer
buying behaviour, promotional strategies adopted by a company, business ethics,
management of distribution channel and understanding the business environment.
LIMITATIONS OF STUDY:
4. Method of calculating the data was not explained by Google forms so it was hard
to make the table. However data obtained in charts and graphs are accurate.
BIBLIOGRAPHY
BIBLIOGRAPHY
1) Promotion- https://economictimes.indiatimes.com/definition/promotions
3) www.odishatv.in>businesseconomy
4) www.google.com
5) www.oppoodisha.com
6) www.oppo.org
7) www.ndtvgadgets.com
8) www.researchgate.com
9) https://pdfs.semanticsscholar.org
10) www.statista.com
11) www.zaubacorp.com
12) www.zeebusiness.in
QUESTIONNAIRES
QUESTIONNAIRE (CUSTOMERS)
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Contact number:-_________________________
Area: - _______________________
g) Chinese brand
6. What are the factors that influence you while making a buying decision
a) Brand Ambassadors b) Features
e) Offers
e) Strongly Disagreed
8. In which way does OPPO stand out when compared to other Smart
phones?
a) Strong Promotions b) Dealer Network
d) Finance Schemes
c) Xiaomi d) Lenovo
e) Nokia f) Apple
c) MI d) Lenovo
e) Oppo f) Apple
11. Do you feel that OPPO is falling short in its promotion? If yes then
why?
____________________________________________________________
12. Are you aware that OPPO offers gifts with its models?
Yes
No
13. Do you feels that gifts can impact the boost of sales ?
Yes
No
_________________________________________________________________
_________________________________________________________________
Signature
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Area:-______________________________________
c) OPPO d) Lenovo
e) Xiaomi f) Apple
a) Vivo b) Samsung
c) MI d) Lenovo
e) Xiaomi f) Apple
e) Features
f) Others_____________________
c) Samsung d) Lenovo
e) Others
5. Which brand has the highest sales?
a) Vivo b) Samsung
c) OPPO d) Lenovo
e) Xiaomi f) Apple
a) 5000-9990 c) 10000-14990
a) 15000-19990 d) 20000-24990
a) MI b) Vivo
c) Samsung d) Lenovo
9. How does OPPO stand out from other Smart phones in case of its
promotional activities?
a) Advertisements e) Features
b) Price f) event activities
c) Hoardings & Billboards g) Offers
d) Features
10. If offered in finance, which brand is most preferable by the customers?
a) MI b) Vivo
c) Samsung d) Lenovo
11. Does OPPO give any special kind of finance schemes to its customers?
Yes
No
12. If yes, then what is the main attraction?
______________________________________________________________
______________________________________________________________
__
13. Out of 10 persons how many of them prefer cash? ___________
14. Out of 10 people how many prefer finance? __________
15. Which finance scheme does OPPO give to its customer or which scheme
is more preferable by the customers?
a) Bajaj finserve c) Home credit
b) Capital first d) HDFC
16. Are you happy with the schemes provided to u by OPPO?
Yes
No
17. If NO, then which brand offers you with better schemes?
a)Vivo b) Samsung
c) MI d) Lenovo
e) Xiaomi f) Apple
a)Vivo b) Samsung
c) MI d) Lenovo
e) Xiaomi f) Apple
Signature