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Assignment no: 01
Subject: Marketing Management
Topic: Market plan
Product: OPPO V5
Submitted by:
Name: Amir Yaqoob
Roll No: 13
Class: MBA 1st
Session: 2017-21

Submitted to:
Sir Zafar iqbal
Date of submission:
___________________
University of kotli Azad Jammu & Kashmir
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Table of Contents
EXECUTIVE SUMMARY.................................................................................................................................3
COMPANY INTRODUCTION:........................................................................................................................4
PRODUCT INTRODUCTION:..........................................................................................................................4
PRODUCT INTRODUCTION:..........................................................................................................................4
SITUATION ANALYSIS:..................................................................................................................................5
Porter’s Five Forces.................................................................................................................................6
Threat of new entrants – Low..............................................................................................................6
Threat of substitute product – moderate............................................................................................6
Bargaining power of buyers – High......................................................................................................7
Bargaining power of Suppliers – Moderate.........................................................................................7
Competition / Industrial rivalry – High.................................................................................................7
INDUSTRY ANALAYSIS:.................................................................................................................................8
SWOT ANALAYSIS:.......................................................................................................................................9
Strengths of OPPO:..................................................................................................................................9
Weakness of OPPO:.................................................................................................................................9
Opportunity for OPPO:............................................................................................................................9
Threats for OPPO:..................................................................................................................................10
COMPETITION:..........................................................................................................................................10
Direct competitors:................................................................................................................................10
Indirect Competitor:..............................................................................................................................10
MARKETING OBJECTIVE:............................................................................................................................11
MARKETING STRATEGY:.............................................................................................................................11
MARKET SEGMENTATION:.........................................................................................................................12
GEOGRAPHICAL:....................................................................................................................................12
Demographic:........................................................................................................................................13
Behavioral:.............................................................................................................................................13
PRODUCT LIFE CYCLE:................................................................................................................................14
MARKETING MIX STRATEGIES:..................................................................................................................14
PRODUCT:..............................................................................................................................................15
PRICE.....................................................................................................................................................16
PLACE.....................................................................................................................................................17
PROMOTION:.........................................................................................................................................18
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EXECUTIVE SUMMARY
The report aims to highlight the marketing plan of OPPO. It discus the
current strategies marketing strategies that are being planned and
implemented by the company. It discusses the price strategy and explain
that how the company set price for the newly launch product in Pakistan.
This plan describes all aspects of marketing mix of OPPO V5. It provides an
environmental analysis of the company using SWOT analysis for analyze the
company’s strength, weakness, opportunity & threats. It uses the Porter’s
five forces model to explain the competition within the mobile technology
industry. Furthermore, the industry analysis and competition analysis has
also been done in this marketing plan.
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COMPANY INTRODUCTION:
OPPO is a Chinese consumer electronics & mobile communication company,
known for its smartphones, BLU-RAY players & other electronic devices. A
leading manufacturer of smartphone, OPPO was the top smartphone brand
in china in 2016 and was ranked no. 4 worldwide.
OPPO was founded in 2001 & in 2004 OPPO became a globally registered
company. The founder of OPPO is CHEN MINGYONG & the headquarter of
OPPO is located in Dongguan, Guangdong, China.

PRODUCT INTRODUCTION:
For this project I decided to come up with marketing plan of the product line
extension of an existing company. I have chosen Oppo mobiles. Oppo is a
reputable brand in Asia and other gulf countries. OPPO is famous for selfies
quality, technology, & other features. I have selected OPPO concept mobile
phones and extended its line having a change in image quality, battery
system etc. This mobile has also the feature of wireless charger. It can give
you the talk time 8 to 9 hours & stand by time of this mobile is 6 to 7 days.
The model is Oppo V5 series.
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PRODUCT INTRODUCTION:
For this project I decided to come up with marketing plan of the product line
extension of an existing company. I have chosen Oppo mobiles. Oppo is a
reputable brand in Asia and other gulf countries. OPPO is famous for selfies
quality, technology, & other features. I have selected OPPO concept mobile
phones and extended its line having a change in image quality, battery
system etc. This mobile has also the feature of wireless charger. It can give
you the talk time 8 to 9 hours & stand by time of this mobile is 6 to 7 days.
The model is Oppo V5 series.

SITUATION ANALYSIS:
Situation analysis refer to a collection of method that we use to analyze an
organization’s internal and external environment capabilities, customers, &
business environment.
The several method of situation analysis is described below:

Porter’s Five Forces

Threats of
new Entrants

Bargaining
Threat of
Competition Power of
Substitute
Buyers

Bargaining
Power of
Supplier
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Threat of new entrants – Low

The threat of new entrants for OPPO is low because it is already a well
establish &
1. Customer are very loyal with the brands.
2. Push regularly to launch new products.
3. Huge manufacturing cost are required to beat OPPO.
4. All leading companies are already in a tough competition so there is a
less chance for the entry of new competitor.
There is always possible threat of new entrants in the phone industry, not
necessarily threat of new mobile phone company but new product from
established companies. So OPPO has less danger from new entrants but we
should must focused on existing competitors.

Threat of substitute product – moderate

1. The power of substitute product is moderate and it depend on the
impact of the substitute product.
2. OPPO has major threat from Apple & other android device but as per
all smart phone function are same so it has a moderate threat from
substitute.

Bargaining power of buyers – High

1. The bargaining power of customers is high because of increasing
number of choices in the market.
2. Little differentiation of products.
3. Buyers usually delay buying new models until the prices come down
favorable to them.
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Bargaining power of Suppliers – Moderate

1. As the OPPO is the leading mobile phone company so that is why they
are in a very strong position when bargaining with their suppliers.
2. There is a lot of mobile hardware manufacturing companies available
for OPPO so we are in strong position for bargaining with our
suppliers.
3. Due to availability of software suppliers.

Competition / Industrial rivalry – High

1. The primary competition of OPPO is high due to launch of new
products from already established & well-known brands for example
Samsung J7, Q-mobile.
2. In application sector, OPPO is facing a huge competition majorly from
apple iOS & blackberry.
3. Only Huawei compete with OPPO’s selfie camera because no other
smartphone has too much strong camera.
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INDUSTRY ANALAYSIS:
Now a days OPPO become one of the best mobile technology
company in the world. Due to fast growth of OPPO, in ranking OPPO
become 3ed largest company in mobile technology industry.

Total market share

Huavei
10%
Oppo
7%

Apple others
13% 47%

samsung
electronic
s
23%

SWOT ANALAYSIS:

Strength Weakness
SWOT
 Opportunity Threats
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Strengths of OPPO:

Strength are generally the core competency of the business. Newer &
better, Brand building, Quick market capture, Price point & celebrity
marketing is the main strength of OPPO.

Weakness of OPPO:
The weakness off OPPO is
Competition, User interface, Poor Sale Support, Quality is Poor.

Opportunity for OPPO:

5G Opportunity & Flagship products are the opportunity of OPPO.

Threats for OPPO:

Competition & low barrier entry is the main threat for OPPO.
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V5

COMPETITION:
Every company face two type of competition direct & indirect. In case of
OPPO the competition is described below.

Direct competitors:

Indirect Competitor:
It is the conflict between vendor whose product or service are not
same but can satisfy the same consumer need. In case of OPPO, High
image quality is the main feature of OPPO so Cannon is the indirect
competitor of OPPO V5 because Cannon camera also provide high
quality images.

MARKETING OBJECTIVE:
The marketing objectives is very much important to face real challenge &
get out possible solution. The objective design its overall problem so it
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should be SMART (specific, measurable, achievable, realistic, timeliness).

The main objective of OPPO marketing plan is mention below in detail.
 Make sure to availability & visibility of OPPO mobile everywhere in
Pakistan.
 More innovative features.
 Redefine distribution channel.
 OPPO must expand its market share by 2%.

MARKETING STRATEGY:
OPPO adopt the following marketing strategies.

1. Newer & better product:

OPPO launch world first rotating camera with flash light, O touch panel,
World first smartphone with rear touch back panel, O-click, a Bluetooth
remote camera trigger, a device locator in OPPO N1.
OPPO launch world slimmest smartphone.
OPPO develop VOOC rapid charge the world fastest and safest mobile
charging technology.

2. Focus on mobile features:

OPPO mobile focus on mobile feature according to market OPPO develop
colors for develop new feature in mobile motion and gesture for easy
using.
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V5

3. New product:
OPPO launch new mobile and develop new features in mobile like neo5
Wi-Fi display for increasing sale.

4. Events:
OPPO doing event for making customer relationship and brand
awareness & OPPO also doing event in cultural days like new year, EID
etc. OPPO also give gift to customers and other offers.

5. Schemes to dealers:
OPPO mobiles gives scheme to dealers like trip on sales 500pcs and also
give to branding offers and promoter for sale and also give extra profit on
mobile.

MARKET SEGMENTATION:

GEOGRAPHICAL:

The geographical segment which we are selected for our new product
(OPPO V5) is Pakistan.

Demographic:
The Demographic segment for OPPO V5 is described below:
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Demographic Segment

Male
40%

Female
60%

Female Male

Behavioral:
we made all mobile phones with new features and innovative technology.
Nokia design their mobile phones for all ages. OPPO not made only mobile
phones for women but other company made some phone special for
women.
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V5

PRODUCT LIFE CYCLE:

The product life cycle is an important concept in marketing. it describes the
stages a product goes through from when it was first thought of until it
finally removed from the market. Not all product reaches its final stage.

MARKETING MIX STRATEGIES:

Marketing mix can be defined as “Grouping element in the marketing
strategy of a company”. These elements are product, price, promotion &
distribution & also known as 4 Ps. It can also be explained further more as
follows.
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PRODUCT:

Product is the center of marketing mix and three

P’s resolve around it. The product which OPPO
produce include different models of mobile
phones & other accessories. One of the greatest
feature of the phones that they have providing
the most efficient in picture (specially selfies) &
battery timing feature. The other feature includes
talk & text feature, web & email as well as mobile
phones designs. This has made it possible for
company to attract and increase number of purchaser who got pleasure
from these feature given that they also do not disappoint.
The feature of OPPO V5 are:

Feature
s
Sensor Compass, Accelerometer,Finger print, front mounted
Audio 3.4mm audio jack, MP4 HD player
Browser HTML5
Camera 13 MP back camera, 16 MP front selfie camera, auto focus
LED flash
Battery 3500 mAh battery
Extra Document viewer, photo/video editor, Google talk, Google
search,
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PRICE

When it comes to the price I have decided to select price criteria

according to Skimming strategy.
 In skimming strategy, we have decided to set high price first and
then lower the price over time. Although in skimming strategy
prices are initially high but as our launching place is Pakistan &
people in Pakistan are economically poor so that is why we cannot
keep the price so much high that even a single mobile can’t be
sold. So we have decided to keep the strategy as follows.

Here is the main reason why we used skimming strategy

1. Launching in Pakistan
2. To recover old sunk cost
3. To maintain sail balance in future
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 Discount are also a supplemental tool of price. Discount is an

incentive to attract customer for buying the product. In my
marketing plan I have also decided to give discount to our

customer as below.

PLACE

Place refers to the location or area that a business operates in selling its
products & services. In case of OPPO V5, I have established this method as
an approach to distributing the mobiles to the retailors. We have also
distributed our product online as well as offline.

 In offline method we distribute our product in the following

way
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 In online method we distribute our product in the following

way

PROMOTION:
OPPO has strived to promote its product with the help of an aggressive
marketing policy. It has launched several ad campaigns that highlight its
innovative and are shown via television, newspaper, social media etc. In
case of OPPO V5 we have to promote only through Television and Radio.

 Television
With the new brand slogan, “the selfie expert & leader” OPPO is trying to
represent its mission of providing the best selfie experience to Pakistan
youth. For V5 OPPO chose SARFRAZ AHMED (Pakistan cricket team
captain) as a brand ambassador for promotional activities in Pakistan .
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V5

CONTROL & EVALUATION:

Control is the way that we catch failures in implementation or strategy.
The company may have implemented poorly. Set the wrong marketing
mix aimed at wrong target market or done poor initial research. When
it comes to OPPO V5 marketing plan we think that we also made some
mistake that we should correct.
Following are the mistake that we should correct:
i. High initial price.
ii. Wrong target market.
iii. Only TV and radio promotion.
The mistakes mention above are the main reason why company do not
achieve its objectives.
Now here are some remedies through we can correct our mistakes.
i. We should adopt Discount / competitive pricing strategy instead
of skimming pricing strategy.
ii. We should also launch our product in other countries instead of
only in Pakistan.
iii. We should also promote our product on social media and through
other advertising system.