Principles of Marketing

Assignment

Submitted by:
Varun Chaitanya
14BME0033
 OnePlus Smartphones
Introduction:
OnePlus is a Chinese smartphone manufacturer founded in December
2013. It is headquartered in Shenzhen, Guangdong. Apart from mainland
China, the company serves more than 42 countries and regions around the
world. The company's main goal was to design a smartphone that would
balance high-end quality with a lower price than other phones in its class,
believing that users would "Never Settle for the lower-quality devices
produced by other companies. OnePlus entered into an exclusive licensing
agreement with Cyanogen Inc. to base its products' Android distribution upon
a variant of the popular custom ROM CyanogenMod and use its trademarks
outside of China.
The company unveiled its first device, the OnePlus One, on 23 April
[6]
2014. In December 2014, alongside the release of the OnePlus One in India
exclusively through Amazon, OnePlus also announced plans to establish a
presence in the country, with plans to open 25 official walk-in service centres
across India.
OnePlus has manufactured five devices
OnePlus One:The company's first product was the highly anticipated OnePlus
One. It was unveiled on April 22, 2014, and was touted as the "2014 Flagship
Killer." The One had comparable, and in some ways better, specifications to
other flagship phones of the year, while being sold at a significantly lower price
at $299 for the 16 GB version or $349 for the 64 GB version. The One also
debuted the infamous invite system, which ensure that the company didn't
take more orders than it was capable of shipping.
OnePlus 2:The OnePlus 2 was the successor to the company's highly successful
first phone. It was unveiled a little over a year after the One, on July 27, 2015.
It was highly promoted as "2015 Flagship killer". There were very high
expectations for the second generation OnePlus phones, partly because of the
company managed to create a big amount of hype for the upcoming phone.
One of the marketing channels used, was YouTube tech reviewer MKBHD, who
was sent a unit, which he covered in detail leading up to the launch. The
OnePlus 2 had specifications comparable to other flagship phones of the time,
including the highly criticized Qualcomm Snapdragon 810.
OnePlus X:The OnePlus X was OnePlus entrance to the budget phone market,
at 5 inches instead of the One and 2's 5.5 inches. The phone was unveiled on
October 29, 2015. The phone was sold at $249, and consisted mostly of the
same internal components as the year and half old OnePlus One, but had
an AMOLED display.
OnePlus 3: The OnePlus 3 was unveiled on June 14, 2016. The 3 was the
company's first "metal unibody" phone. The phone launched with
a Qualcomm Snapdragon 820, 6 GB of RAM and 64 GB of UFS 2.0 storage. The
phone was well regarded amongst critics, mostly for its low price and high
specifications.
OnePlus 3T: The OnePlus 3T was unveiled on November 15, 2016 as a minor
upgrade to the still relatively new OnePlus 3. The upgrade consisted the use of
a newer SoC; the Qualcomm Snapdragon 820 was replaced with
the Snapdragon 821. Also introduced were a higher-capacity battery, 128 GB of
storage and 16 MP front facing camera. The phone launched in the US on
November 22, 2016 and in Europe on November 28, 2016.
Survey:
So that being said about the company and its products which were
launched into the market, a survey was conducted to know how people feel
about the products and what they are expecting in the future smartphones.
Questioners were asked regarding the satisfaction of the customer with the
current flagship. They were also asked regarding the features, technologies
used and how much they are willing to spend on the smartphone. The
questioners were distributed among few people and the results are discussed
below.
They liked the latest flagship which was given an average rating of 4.
People liked the performance, build quality and software.
People had different opinions for body majority going for aluminium
unibody.
Few people prefer the price range less than 20k and few like to have a
premium phone.
Most people prefer screen size of 5in - 5.5in
Different people look for different things in a smartphone.
Some percentage of people choose budget friendly smartphone but look
for overall good specs and other people look to have a top notch
premium smartphone.
 OnePlus Survey

How did you come to know about OnePlus 3T

a) Friends c) Tech websites and youtubers
b) Social media d) T.V commercials and newspaper ads

How would you rate the latest flagship OnePlus 3T out of 5?

1 2 3 4 5
What is the best thing you like about OnePlus 3T
a) Performance c) Software Experience
b) Build Quality d) Value for money

What type of body do you prefer?

a) Ceramic c) Glass metal
b) Aluminium unibody d) Other

What is the price range of the phone you want to buy?

a) Less than 10k c) Less than 30k
b) Less than 20k d) Premium phone with value for money

What is the screen size you prefer?

a) Less than 5in c) 5.5in 6in
b) 5in 5.5in d) More than 6in

What do you look for in a smartphone?

a) Good camera c) Battery Life
b) Performance d) Build Quality and aesthetics

Which of the following smartphone do you choose?

a) Budget friendly smartphone with best overall performance for the
value of money.
b) Top notch premium smartphone with latest technology and features.

How do you feel about the release of 3T after 4 months of release of

OnePlus 3?
a) Good upgrade
b) Not worth / disappointment to OnePlus 3 users.
Observation:
Marketing is going good, no need to increase the advertising budget. Just
make a smartphone whose experience is worth sharing with others.
People have different opinions and different requirements.
Add latest best technology, people love to see them on the next flagship.
Upgraded T release might not be of much importance.
All the factors are important to make a complete smartphone.
The most important factor is the cost of phone. Few people cannot afford
more than 20k whereas others can.

Solution:
It would really be great if OnePlus released two different smartphones.
OnePlus 4A: This is for large crowd who prefer saving some money but still
want overall best phone. To make it different from other phones at the
price point we should add a huge battery and ip68 dust and water
resistance. This is for all the power users for rough outdoor purposes.
Maximum battery capacity will be top priority. Battery size of around
4500mAh should be used. For cost cutting Snapdragon 625 should be used
which is also power efficient along with 3GB of ram. A good quality 16Mp
camera with no camera bump which is filled with the battery. Screen size
of 5.5in should be used which is ideal. Body made of ceramic which feels
premium like a glass with a case made of sandstone texture for grip. FHD
AMOLED display should be used for richer display and power efficiency.
Fingerprint scanner included.
OnePlus 4T: This is everyone else out there who want a premium
smartphone with latest and best technology. Latest technology to embed
fingerprint sensor under the display can be developed and implemented.
QHD AMOLED 5.5in display should be used with accessories for VR
included. Optimum battery capacity of 4000mAh to keep the phone
thinner. Ip68 dust and water resistance. For the camera improved sensor of
16Mp can be used to keep in below 40,000 mark instead of dual camera
setup. Aluminium unibody chassis which is lighter and durable. Front firing
stereo speakers for the media lovers. For the processor latest Snapdragon
835 shall be used and 6GB ram for multitasking and heavy gaming.

OnePlus 4A to be released at MWC in February to keep the competition

alive along with others and teasing OnePlus 4T. Where 4T should be
released in May or June after getting the latest SoC Snapdragon 835 and
knowing the information about other companys flagships.