OPPO Promotion Study

A STUDY OF EFFECTIVENESS OF
PROMOTIONAL STRATEGIES BY OPPO

IN BHUBANESWAR MARKET
By
MANJUSHA
ROLLNO-2015MBA003
A PROJECT REPORT
Submitted to the
DEPARTMENT OF IMBA
In partial fulfilment for the award of the degree
Of
INTEGRATED MASTER OF BUSINESS ADMINISTRATION

EXTERNAL GUIDE INTERNAL GUIDE
MR ANAND NAYAK MR SHRIMOY PARICHCHA
(AREA SALES MANAGER) (HOD OF IMBA DEPT)
B.J.B. AUTONOMOUS COLLEGE

BHUBANESWAR
1|Page
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 owe my special thanks to IMBA Department and my internal guide Mr Shrimoy

Parichcha for giving me an opportunity to research on a topic as well as for guiding me well
throughout my survey.
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.
A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

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DECLARATION
I do hereby declare that this project work entitled “A STUDY OF EFFECTIVENESS OF

PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR MARKET”
submitted by me for the award of Integrated Masters in Business Administration in BJB
Autonomous College is a record of my research work.
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

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BONAFIDE CERTIFICATE
Certified that the project report titled A STUDY OF EFFECTIVENESS OF

PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR MARKET is the
bonafide work of Mr/Ms MANJUSHA bearing Roll Number 2015MBA003 who carried
out the work under my supervision, Certified further that to the best of my knowledge the
work reported herein does not form part of any other project report or dissertation on the
basis of which a degree or award was conferred on an earlier occasion on this or any other
candidate.
MANJUSHA MR SHRIMOY PARICHCHA

2015MBA003 HOD, IMBA Department

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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.
As a part of my partial achievement of IMBA programme at BJB Autonomous college , I

was supposed to work for a period of “35 days”.
This research is based on the company who has entered into Odisha and is renowned in the
Bhubaneswar market within two years of time span.
This internship has helped me in applying my theoretical knowledge into practical

experience wherein I was given an opportunity to attend customer feedback through Tele-
calling, work with OPRs during launch of the new product and analyse the customer in
retail outlets.

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CONTENT
1. INTRODUCTION 7-18
1.1 What is Smartphone?
1.2 What is Promotion?
1.3 Types of Promotion strategies with examples
2. OBJECTIVES, SCOPE AND IMPORTANCE OF THE STUDY 20-22
3. INDUSTRY REVIEW 23-31
3.1 About BBK electronics

3.2 About OPPO Global
3.3 About OPPO India
3.4 About OPPO Odisha
3.5 Marketing mix
3.6 SWOT Analysis
3.7
4. REVIEW OF LITERATURE / THEORITICAL BACKGROUND 32-34
5. PROMOTION STRATEGIES OF OPPO 35-41

6. RESEARCH METHODOLOGY 44-46
6.1 Method of research

6.2 Type of research
6.3 Data type
6.4 Data collection tools
6.5 Sampling plan
6.5.1 Sampling frame
6.5.2 Sample unit
6.5.3 Sample size
6.5.4 Sample method
6.5.5 Hypothesis
6.6 Data Analysis Techniques to be used
7. DATA ANAYSIS, RESULTS AND INTERPRETATION 47-76

7.1 Data classification
7.2 Data Analysis and results
7.3 Interpretation of results
8. FINDINGS 77-78
9. SUGGESTION, CONCLUSION & LIMITATION 79-81
10. BIBLIOGRAPHY 82-83
11. QUESTIONNNAIRE 84-91

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INTRODUCTION

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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.
CURRENT SCENARIO OF SMART PHONES IN THE WORLD:-
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
TYPES OF PROMOTIONAL STRATEGIES ADOPTED BY THE COMPANY

WITH EXAMPLES:-
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

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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
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.
Call to Action (CTA) Marketing
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.

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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
Develop a customized marketing plan by analyzing different customer segments based on

cultural differences including tastes, expectations, beliefs, world views, and specific needs.
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.

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Public Relations Marketing
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

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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

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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

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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
Drip marketing is a communication strategy that sends, or “drips,” a pre-written set of

messages to customers or prospects over time. These messages often take the form of
email marketing, although other media outlets can also be used as well.
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 Marketing

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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
Business-to-business marketing is a marketing practice of individuals or organizations

(including commercial businesses, governments, and other institutions). It allows
businesses to sell products or services to other companies or organizations that in turn
resell the same products or services, use them to augment their own products or services,
or use them to support their internal operations. International Business Machines is a well
known B2B marketer. IBM’s business has grown because taking a very intelligent
approach at marketing their products to other business and governments around the world.
Promotional Marketing
Promotional marketing is a business marketing strategy designed to stimulate a customer to

take action towards a buying decision. Promotional marketing is a technique that includes
various incentives to buy, such as:
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

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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
The ultimate goal of B2C marketing (business-to-consumer marketing) is to convert

shoppers into buyers as aggressively and consistently as possible. B2C marketers employ
merchandising activities like coupons, displays, store fronts (both real and online) and
special offers to entice the target market to buy. B2C marketing campaigns are focused on
a transaction, are shorter in duration, and need to capture the customer’s interest
immediately. These campaigns often offer special deals, discounts, or vouchers that can be
used both online and in the store.
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.

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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.
Free Sample Marketing
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.
Direct Mail Marketing
A channel-agnostic form of advertising that allows businesses and nonprofits organizations to

communicate directly with the customer, with advertising techniques that can include text
messaging, email, interactive consumer websites, online display ads, fliers, catalog
distribution, promotional letters, and outdoor advertising. Direct marketing messages
emphasize a focus on the customer, data, and accountability. Characteristics that
distinguish direct marketing are:

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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 emphasizes trackable, measurable responses from customers regardless

of medium.
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
Database Marketing is a form of direct marketing using databases of customers or potential

customers to generate personalized messages in order to promote a product or service for
marketing purposes. The method of communication can be any addressable medium, as in
direct marketing.The distinction between direct marketing and database marketing stems
primarily from the attention paid to the analysis of data. Database marketing emphasizes
the use of statistical techniques to develop models of customer behavior, which are then
used to select customers for communications. As a consequence, database marketers also
tend to be heavy users of data warehouses, because having a greater amount of data about
customers increase the likelihood that a more accurate model can be built.
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

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provide. This is mainly because business databases aren’t restricted by the same privacy
laws as consumer databases.
Personalized Marketing
Personalized marketing (also called personalization, and sometimes called one-to-one

marketing) is an extreme form of product differentiation. Whereas product differentiation
tries to differentiate a product from competing ones, personalization tries to make a unique
product offering for each customer. Nike ID is a popular brand that has developed a strong
business around this personalization marketing concept.
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.

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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
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.

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OBJECTIVES OF
THE STUDY

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OBJECTIVES OF THE STUDY:-
The market survey was conducted according to the following objectives-
1. To study what promotional strategies has OPPO used in Bhubaneswar market.
2. To study whether the adopted methods in Bhubaneswar market were noticed or not.
3. To study which other Smartphone does better promotion or branding.
4. To deeply study the intensity of the competition of all the Smart phones in the
Bhubaneswar market.
SCOPE OF STUDY:
1. The study helps in analysing the effectiveness of promotional strategies taken by

OPPO in Bhubaneswar.
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.
4. Company can reach to its drawbacks through analyzing the

feedbacks provided in return through market survey.

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5. It may reveal the services and strategies which have to be renovated to meet
the customers as well as retailers preference levels.
IMPORTANCES OF THE STUDY:
1. To find customers perception & brand awareness.
2. Study what more strategies to be adopted to satisfy the retailers

too.
3. Revealed the market shares of OPPO in Bhubaneswar market

with other Smartphone marketing firms...
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

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INDUSTRY
OVERVIEW
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OPPO INDIA PRIVATE LTD
COMPANY PROFILE:-
Name of the company - OPPO Electronics Corporation
Origin-Chinese
Association- Consumer electronics industry & mobile
Parent Company-BBK Electronics
Founded on- 2001
Registered on-2004
Founder- Chen Mingyong
Competitors - Samsung, Apple, Huawei, Lenovo, Motorola, Xiaomi, LG, ZTE,

Micromax, iberry.
Brand Ambassador- Deepika Padukone
BBK ELECTRONICS CORPORATION
BBK Electronics Corporation is a Guangdong based consumer electronics manufacturer

with their headquarters and production base in Chang’an, Dongguan. It is said to be the
highest contributor to the tax money in Chang’an and thus you can see the introduction of the
company listed at people’s government of chang’an town. The company came into
existence in the year of 1995 and month of September. According the listing of
government website it has manufacturing factories spread in 10 Hectares of land and
employees more than 17,000 people. It has different branches that cater to myriad of
businesses that are operational all over the world.
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.

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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.
PRODUCTS & GROWTH

The mobile handset that no one might know that OPPO produced was R819/R819T. While
the handsets that you might have heard falls under Find, N and R Series. The N1 was
world’s first handset that came with a rotating camera that can be used as back or rear and
that’s when the camera dedicated N Series was born in December 2013. After that next
year in March, company launched the Find 7a and then Find 7, the later sported the world’s
first Quad HD (2560 x 1440) display, which was available in May 2014. Later that year in
October, company announced their design focused smartphone, the R5, which was
slimmest smartphone of the year measuring just 4.9mm. These series were upgraded in the
coming year and thanks to that the brand is listed among the top five smartphone brands in
the world, replacing the likes of Lenovo and Xiaomi. Considered as the premium
smartphone maker, OPPO relies on the strong offline retailer network it has created in the
home country.

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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.
OPPO MOBILES ODISHA PRIVATE LTD.

OPPO Mobiles entered Odisha as OPPO Mobiles Odisha Private LTD on 7th January,
2016. It is classified as Non Government Company and is registered at Registrar of
companies, Cuttack. Its authorised share capital is Rs 50000000 and its paid up capital is
49300000. It is involved of household goods. OPPO MOBILES ODISHA has more than
_________ number of outlets with more than 1000 number of employees. It entered into
market by launching F1 series mobile in Bhubaneswar market. It did aggressive marketing
by hosting events such as in festival like holi, ground events such as selfie contest, flash
mob, flash sales etc.

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MISSION
Let the extraordinary hearts enjoy the Beauty of Technology.
VISION
To become a healthier and more sustainable enterprise.
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.
BENFEN is a broader, more holistic concept. It requires us to do what were obliged

to do even if we have not made a promise.

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SWOT ANALYSIS
STRENGTH:-
Newer and better products

Brand building
Quick market capture
Price point
Product line
Parent Brand strategy
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.

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MARKETING MIX OF OPPO
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
OPPO R1001 Joy

OPPO Neo 5
OPPO Neo 7 3G
OPPO F1
OPPO F1 Plus
OPPO Neo 5 2015
OPPO Mirror 5
OPPO F1s
OPPO R7 Plus

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Blu-Ray Players
BDP-83
BDP-95
BDP-103
BDP-105
Headphones and amplifiers
PM-1
PM-2
HA-1
HA-2
HA-2SE
2. PLACE MIX:-
It is available in 21 countries including Africa, Middle -East , South-Asia,

Southeast Asia, Thailand, Philippines , Sri-Lanka, Europe, Australia,
United States, Bangladesh, Vietnam, Myanmar, India, China, Malaysia,
Pakistan and many more.
It has a division OPPO digital which operates independently and based in

Mountain View in United States.
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.

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Assured customers of value based pricing and created a niche market for
itself.
4. PROMOTION MIX:-
Aggressive marketing policy

Launched several advertisement campaigns that highlight its innovative
features and are shown via television, newspapers and billboards and in
social media via Facebook, Twitter, Blogs, Instagram and YouTube.
Hritik and Sonam were the ambassadors earlier. Now Siddarth and Deepika,
Yuvaraj to act in commercials.
Luhan and Yang Mi are ambassadors of OPPO in China.
In Thailand, it entered into a deal with popular boy band from Korea 2PM
to prepare a launching song.
Sponsorship with ICC to become its Mobile partner and FC Barcelona to
become its official partner.

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REVIEW OF
LITERATURE

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REVIEW OF LITERATURE/ THEORITICAL BACKGROUND
PUBLISHED IN: - BALOBA PRESS
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.
JOURNAL OF PUBLIC ADMINISTRATION AND GOVERNANCE, ISSN 2161-

7104, 2014 Vol. 4, No 3.
PUBLISHED BY-Macro think Institute
Promotion
Promotion is a utensil that is used by by the retailers or manufacturers to attract consumers

and purchase more or tries a service or product. The result of the sales promotion is used of
high quantity stock, appealing many new customers and more increase in sales. Chandon,
Wanank, and Lauret (2000) indicated that sales promotion maybe gorgeous for well
promotion prone consumers for reasons beyond price savings. Many consumers change
brands so that they could receive greater deals that replicate and build up their smart buyer
self perception, and these consumers are favourably promotion prone, these consumers
make an attempt to try a new product or service that have been promoted .For an example,
decrease in price for a limited period to attract more new customers refers to as price
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)

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Analyzing the influence of sales promotion on customer
Author:-M Familmelaeki
Published on -17th April, 2015
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”.

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PROMOTIONAL
STRATEGIES OF OPPO
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PROMOTIONAL STRATEGIES ADOPTED BY OPPO IN BHUBANESWAR

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OPPO has adopted aggressive marketing to capture its customers within a short period of
time. It adopted promotional strategies such as digital marketing, events, flash sales,
relationship marketing, sponsorship (only selected events like Dance +, contests etc), point of
sales, advertisement in electronic media and print media, branding, gifts in models, use of
repetition, celebrity brand endorsement,.
PROMOTERS SCHEMES-
On achieving 100% target, a promoter will get 100% incentive.
On achieving 120% target, 150% incentive is obtained.
On achieving 80-89% target, 50% incentive is obtained.
On achieving 90-99% target, 75% incentive is obtained.
If the target is below 80% then no incentive but a warning letter is obtained
Company gives a termination letter after the 2 warning letter is obtained.
DEALER SCHEMES-
OPPO gives incentive to its dealers. It has got special schemes such as :-
Schemes within 3% to 5% margin on achieving the target.
1% (model wise additional scheme) on achieving the target.
Additional 3% for ACP
Dealers are given attractive tool packages on achievement of 100% target in a
special offer basis .
Old model schemes or additional models.
FINANACE SHEMES-
There are 4 Finance schemes in the market. They are-
1. Bajaj Finserve
2. Home Credit
3. HDFC
4. Capital First
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.
On different EMI Payment structure such as:-

10/1 9 payments as EMI
OPPO repays Rs 800 to Rs 900 per handset to the concerned financial service than the
customers who will be freely purchasing the mobile and paying at their convenient time.

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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.
The materials used for Promotion:-

Mascots
Canopy
Umbrella
Setup Design
Pamphlets
Promotional desks
Cube boxes
Ask Gate
Dummies
Air gate

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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.
GIFTS WITH ITS MODELS

OPPO offers cricket bat, tiffin box, selfie stick, key ring, power
bank, stickers as gifts along with its model F5, A37, A57, F7.
VISUAL MERCHANDISING
Oppo takes special care in visual merchandising.

It imports materials from China for maintain the quality.
It uses back walls, glass counters, ACPs and Dummies for

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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.
UPDATES OF PROMTION STRATEGIES BY OPPO

April, 2017- The mobile manufacturing giant OPPO’s association with BCCI has
started from this day for a period of 5 years.
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.
March, 2018 - OPPO reduced its price of its Smartphone to make it

convenient for the customers to purchase it.
April, 2018- OPPO launched F7 in Bhubaneswar on 2nd and 3rd of April, 2018.
It conducted flash sales throughout the country.

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OPPO launched F7 in Bhubaneswar on 2 nd and 3rd April. It conducted flash sales

throughout the country. Bhubaneswar Mobile markets which were rated an “A”
grade was chosen in which 3 outlets in Bapuji Nagar, 2 outlets in Sahid Nagar and
1 outlet near ID Market were chosen for the promotional activity. Launch of F7
was accompanied by promotional materials such as mascots, smiley, ask gate, hooli
, hoarding, game, and many more which were placed in front of the chosen “A”
grade outlets. Currently, it has reduced its events. Special squad was assigned and a
target was given to them on achieving of which all the OPRs would get an amount
of Rs 50 per push customer. OPPO conducted a road show during the month of
April to spread awareness of the launch of its product wherein a special group of
members rode on the bike wearing the F7 T-shirt which was appealing to watch.
Special team were assigned to contact the existing and new customers for pre-
booking of the mobile before its launch. OPPO promised One Time Screen
Replacement to its flash sales customers within 1 year of purchase of the model
from the date of purchase. As per the report in NDTVs Gadget 360,a customer will
also get 5% cash back offers on purchases of the two variant using ICICI Bank
Credits.
As reported by ZEE business, even telecom giant Reliance Jio is providing cash
back of Rs 1200 along with additional 120GB data on OPPO F7 provided, the
customers should be eligible to avail the offer according to Reliance Jio’s pre-laid
conditions. They will get low cost EMI. OPPO had its sales exclusively in Flipkart
in this flash sales period.

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April, 2018- OPPO conducted a bike ride road show in order to promote their
newly launched Smartphone OPPO F7.

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RESEARCH
METHODOLOGY
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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.
DATA COLLECTION METHODS
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-

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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
BJB NAGAR, SAHID NAGAR, ID MARKET, JAGAMARA, DELTA SQUARE,

DAMANA, PATIA, KHANDAGIRI, and POKHARIPUT
SAMPLE UNIT
Customers living in Bhubaneswar were taken as sample unit.
SAMPLE SIZE
A sample size of 70 customers and 20 retailers has been taken for this survey.
SAMPLING METHOD
Judgemental method was taken as sampling method.
MEASURMENT AND ANALYSIS TECHNIQUES
The measurement, analysis and evaluation of the data were done through the use of Ms
Excel and Google forms.

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HYPOTHESIS
NULL HPOTHSEIS-
Promotional strategies made by OPPO was not successful in the

Bhubaneswar market.
ALTERNATIVE HYPOTHESIS
Promotional strategies by OPPO was successful in Bhubaneswar

market.

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DATA ANALYSIS,
RESULTS AND
INTERPRETATION

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GENDER
OPTIONS RESPONDENTS PERCENTAGE
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%.

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CATEGORY
OPTION RESPONDENTS PERCENTAGE
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.

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1) Do you use Smartphone?
OPTIONS NO.RESPONSES PERCENTAGE
YES 70 100%
NO 0 0%
TOTAL 70 100%
INFERENCE: -
From the above chart, we conclude that 100% customers of the sample use Smartphone.

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2) Are you aware of brand oppo?
OPTIONS RESPONSES PERCENTAGE
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.

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3) If yes, from where did you hear about OPPO?
OPTION RESPONSES PERCENTAGE
FRIENDS AND 17 24.3%

RELATIVES
ADVERTISEMENT 60 85.7%
NEWSPAPER 17 24.3%
SOCIAL MEDIA 21 30%
BILLBOARDS OR 19 27.1%
RETAILERS
TOTAL 134 100%
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.

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4) How do you perceive the brand OPPO?
EXCELLENT CAMERA 49 70%

QUALITY
REASONABLE PRICE 9 12.9%
DURABLE 3 4.3%
EXCELLENT AFTER 1 1.4%

SALES SERVICE
EXCELLENT 8 11.4%
FEATURES
WIDE AVAILABILITY 8 11.4%
CHINESE BRAND 23 32.9%
TOTAL 101 100%
INFERENCE: -
70% of customers know OPPO as a mobile with excellent camera quality

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5) Is the name OPPO itself enough to attract customers?
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.

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6) In which way does OPPO stand out when compared to other smart phones?
STRONG PROMOTIONS 52 74.3%
DEALER NETWORK 6 8.6%
PRICE 14 20%
OVERALL PACKAGING 5 7.1%
FINANCE SCHEMES 2 2.9%
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.

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7) In brand promotion which company is better than OPPO?
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.

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8) Do you feel that OPPO is falling short in its promotion?

YES 59 84.3%
NO 11 15.7%
TOTAL 70 100%
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.

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9) Are you aware that OPPO offers gifts along with its models?

YES 52 74.3%
NO 18 25.7%
TOTAL 70 100%
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.

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10) Do you feel that gifts can boost sales?
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.

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QUESTIONS FOR RETAILER
1) According to you which Smartphone is most profitable?
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.

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2) What is the reason for dealing of the most profitable Smartphone?
OPTIONS RESPONDSES PERCENTAGE
DEALER SCHEMES 8 40%
PRICE 3 15%
CUSTOMER DEMAND 9 45%
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.

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3) Which Mobile is customers’ first preference?
OPTION RESPONDENT PERCENTAGE
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.

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4) Which brand has the highest sales?
OPTION RESPONDENTS PERCENTAGE

VIVO 2 10%
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.

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5) According to you, which factor makes a Smartphone brand highly

sellable?
AFFORDABLE 2 10%
WIDELY AVAILABLE 0 0%
AFTER SALES SERVICE 8 40%
FEATURES 7 35%
BRAND NAME 4 20%
SALES PROMOTION 4 20%
PERSONAL SELLING 2 10%

EFFORTS
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.

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6) Which is the most preferred price range by customers?
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.

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7) Which Smartphone is OPPO's closest competitor?
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.

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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%
EVENT ACTIVITIES 4 21.1%
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.

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9) If offered in finance, which brand is most preferable by the customers?
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.

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10) Does OPPO give any special kind of finance schemes to its customers?
OPTIONS RESPONDENTS PERCENTAGE
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.

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11) Out of 10 people, how many of them prefer cash?
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

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12) Out of 10 people, how many of them prefer credit?
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.

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12) Which finance scheme does OPPO give to its customer or which scheme is more
preferable by the customers?
BAJAJ FINSERVE 12 60%
HOME CREDIT 16 80%
CAPITAL FIRST 1 5%
HDFC 1 5%
TOTAL 30 100%
INFERENCE:-
From the above graph, we conclude that 80% customers prefer home credit

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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.

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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.

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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.

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16) Which other Smartphone offers gifts with its model?
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.

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FINDINGS

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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.
Maximum customers are unaware of OPPO’s gifts offer in its model.

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SUGGESTIONS,
CONCLUSION &
LIMITATIONS

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SUGGESTIONS
Firm should adapt to a flexible policy.
OPPO should offer special finance schemes for its customers.
OPPO should make the customers aware that they are offering gifts along with their
models.
It should revive its BTL activities.
It should reduce price and provide better features.
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.

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LIMITATIONS OF STUDY:
1. Sample taken was only 90 which consisted of 70 customers and 20 retailers.
2. Study was confined to limited area
3. The research period was only for 1month 10 days
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.

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BIBLIOGRAPHY

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BIBLIOGRAPHY
1) Promotion- https://economictimes.indiatimes.com/definition/promotions
2) BBK electronics- https://phoneradar.com/bbk-electronics-company-information/
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

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QUESTIONNAIRES

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QUESTIONNAIRE (CUSTOMERS)
I, Manjusha a student of Department IMBA ,BJB Autonomous College would be grateful to

you in being a part of my survey on the topic “A STUDY ON EFFECTIVENESS OF
PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR MARKET ” which is a
part of my internship.
*************************************************************************
****************
Name of the customer:-_____________________________
Age :-________________( Optional)
Gender: - Male/ Female
Category: - Salaried/Business/Self Employed

Professional/Student/Homemaker
Contact number:-_________________________
Area: - _______________________
1. Do you use Smartphone?

Yes
No
2. If yes, which mobile set do you use? ________________________ 3.
Are you aware about brand OPPO?
Yes
No
4. If yes, from where did you know about OPPO?
Friends and Relatives
Advertisement
Newspaper
Social media
Bill boards or retailers
5. How you perceive Brand OPPO?
a) Excellent Camera quality b) Reasonable price
c) Durable d) excellent after sales

service
e) Excellent features f) Wide availability
g) Chinese brand

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6. What are the factors that influence you while making a buying decision
a) Brand Ambassadors b) Features
c) Price d) after sales

services
e) Offers
f) Others , Please mention ____________________________________
7. Is the name OPPO itself enough to attract customers

a) Strongly agreed b) Agreed
c) Can’t say d) Disagreed
e) Strongly Disagreed
8. In which way does OPPO stand out when compared to other Smart
phones?
a) Strong Promotions b) Dealer Network
c) Price d) Overall packaging
d) Finance Schemes
9. In brand promotion which company is better than OPPO?

a) Vivo b) Samsung
c) Xiaomi d) Lenovo
e) Nokia f) Apple
g) Any other, please mention_____________________________
10. According to you which Smartphone is a market leader?

a) Vivo b) Samsung
c) MI d) Lenovo
e) Oppo f) Apple
g) Any other please mention_____________________________
11. Do you feel that OPPO is falling short in its promotion? If yes then
why?
____________________________________________________________

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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
14. If no ,then what else OPPO should do to boost its sales
_________________________________________________________________
_________________________________________________________________
15. Any suggestions for OPPO?
Signature

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QUESTIONNAIR (For retailers):-
I, Manjusha a student of Department IMBA ,BJB Autonomous College would be grateful to

you in being a part of my survey on the topic “A STUDY ON EFFECTIVENESS OF
PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR MARKET ” which is a
part of my internship.
*************************************************************************
*********
Name of the retailer:-_________________________________
Area:-______________________________________
Vintage of sales:- _________________________________ Years
1. What are the Smart phones do you sell in your outlet?

a) Vivo b) Samsung
c) OPPO d) Lenovo
e) Xiaomi f) Apple

2. According to you which Smartphone is the most profitable to you?
a) Vivo b) Samsung
c) MI d) Lenovo
e) Xiaomi f) Apple
3. What is the reason for dealing of the most profitable Smartphone?

a) Dealer schemes b) Price
c) Customer demand d) Brand awareness
e) Features
f) Others_____________________

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4. Which mobile is consumer’s first preference?

a) MI b) Vivo
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
6. According to you ,which factor makes a smart phone brand highly

saleable ?
a) Affordable b) widely available
c) After sales service d) Features
e) Brand name f) Sales promotion
g) Personal selling efforts
7. Which is the most preferred price range by customers?
a) 5000-9990 c) 10000-14990
a) 15000-19990 d) 20000-24990
6. Is it charged more when an OPPO Mobile is purchased in finance?

Yes
No
7. Is it charged more when other Smartphone is purchased in finance?
Yes
No
8. Which Smartphone is OPPOs closest competitor?
a) MI b) Vivo
e) Others, please mention___________________________

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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
e) Others, please mention___________________________
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

18. Does customer purchase OPPO after hearing about the gifts and extra
items along with it?
Yes
No

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19. Which other Smartphone’s offer gifts with its model?
a)Vivo b) Samsung
c) MI d) Lenovo
e) Xiaomi f) Apple

20. According to you, what else should OPPO do as its promotion?
______________________________________________________________
______________________________________________________________
__
Signature

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A STUDY OF EFFECTIVENESS OF

PROMOTIONAL STRATEGIES BY OPPO

INTEGRATED MASTER OF BUSINESS ADMINISTRATION

B.J.B. AUTONOMOUS COLLEGE

I owe my special thanks to IMBA Department and my internal guide Mr Shrimoy

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

I do hereby declare that this project work entitled “A STUDY OF EFFECTIVENESS OF

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

Certified that the project report titled A STUDY OF EFFECTIVENESS OF

MANJUSHA MR SHRIMOY PARICHCHA

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

As a part of my partial achievement of IMBA programme at BJB Autonomous college , I

This internship has helped me in applying my theoretical knowledge into practical

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

2. OBJECTIVES, SCOPE AND IMPORTANCE OF THE STUDY 20-22

3. INDUSTRY REVIEW 23-31

3.1 About BBK electronics

5. PROMOTION STRATEGIES OF OPPO 35-41

6.1 Method of research

7. DATA ANAYSIS, RESULTS AND INTERPRETATION 47-76

9. SUGGESTION, CONCLUSION & LIMITATION 79-81

10. BIBLIOGRAPHY 82-83

11. QUESTIONNNAIRE 84-91

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

CURRENT SCENARIO OF SMART PHONES IN THE WORLD:-

TYPES OF PROMOTIONAL STRATEGIES ADOPTED BY THE COMPANY

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

Word of mouth marketing

Call to Action (CTA) Marketing

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

Develop a customized marketing plan by analyzing different customer segments based on

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

Public Relations Marketing

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

Drip marketing is a communication strategy that sends, or “drips,” a pre-written set of

Social Media Marketing

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

Business-to-business marketing is a marketing practice of individuals or organizations

Promotional marketing is a business marketing strategy designed to stimulate a customer to

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

The ultimate goal of B2C marketing (business-to-consumer marketing) is to convert

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

Free Sample Marketing

Direct Mail Marketing

A channel-agnostic form of advertising that allows businesses and nonprofits organizations to

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

Direct marketing emphasizes trackable, measurable responses from customers regardless

Database Marketing is a form of direct marketing using databases of customers or potential

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

Personalized marketing (also called personalization, and sometimes called one-to-one

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

Brand Lover Marketing

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

A STUDY OF EFFECTIVENESS OF PROMOTIONAL STRATEGIES BY OPPO IN BHUBANESWAR

OBJECTIVES OF THE STUDY:-

The market survey was conducted according to the following objectives-

1. To study what promotional strategies has OPPO used in Bhubaneswar market.

3. To study which other Smartphone does better promotion or branding.

1. The study helps in analysing the effectiveness of promotional strategies taken by

4. Company can reach to its drawbacks through analyzing the